1. Creating Linear Models that Lead to
Successful PPC Campaigns
Presented by: James Svoboda @realicity
SearchFest: #FAIL Free PPC
Download: www.webranking.com/presentation
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

2. CONVERSIONS are KING
Credit: askmewhenimnotbusy.tumblr.com
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

3. QS & CTR are QUEEN
Credit: hellomagazine.com
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

4. What Are Linear Models?
A linear model is an established or expected path
that leads the target audience to a desired
engagement action, at an acceptable conversion
rate or cost, which takes into account elements
that affect conversions.
Visual CRO: Optimizing CTAs for Focused Conversions
Download: www.webranking.com/presentation
James Svoboda
@Realicity

5. LINER ENGAGEMENT MODEL (LEM)
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

6. ELEMENTS of a LEM
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

7. Linear Example: women’s nike running shoes
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

8. AD #1: women’s nike running shoes
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

9. AD #2: women’s nike running shoes
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

10. SETTINGS
&
TARGETING
Visual CRO: Optimizing CTAs for Focused Conversions
Download: www.webranking.com/presentation
James Svoboda
@Realicity

11. LOCATION TARGETING & UNTARGETING
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

12. LOCAL SERP MATCHING
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

13. LANGUAGE TARGETING
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

14. DAY, WEEK & MONTHLY TRENDS
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

15. TIME OF DAY MATTERS
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

16. KNOW YOUR DISTRIBUTION CHANNELS
Search Partners Include:
Amazon.com
BestBuy.com
Target.com
Ebay.com
Walmart.com
Overstock.com
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

17. DESKTOP, TABLET & MOBILE TARGETING
Do your MOBILE CONVERSIONS include Phone Calls?
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

18. KEYWORD MATCHING
&
BID LEVELS
Visual CRO: Optimizing CTAs for Focused Conversions
Download: www.webranking.com/presentation
James Svoboda
@Realicity

19. Those aren't the Keywords you're looking for…
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

20. EXACT MATCH: [running shoes]
running shoes = running shoes
nike running shoes = nike running shoes
womans nike running shoes = womans nike running shoes
woman’s nike running shoes = woman’s nike running shoes
•
•
•
•
•
Same plural or singular matching
Same word order
Same punctuation
No misspellings or alternatives
No extra words in the query
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

21. PHRASE MATCH: “running shoes”
running shoes = running shoes
running shoes = nike running shoes
running shoes = womans nike running shoes
running shoes = woman’s nike running shoes
•
•
•
•
•
Same plural or singular matching
Same word order
Same punctuation
No misspellings or alternatives
+ extra words in the query
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

22. BROAD MATCH: running shoes
running shoes = nike shoe
nike running shoes = nike horse shoes
womans nike running shoes = shoes
woman’s nike running shoes = mens sneakers
•
•
•
•
•
•
Needs only loosely Match 1 Word in Keyword
Any plural or singular matching
Any word order
Any punctuation
Any misspellings or alternatives
+ extra words in the query
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

23. MODIFIED BROAD: +running +shoes
running shoes = shoes for running
nike running shoes = 2014 nike running shoe
womans nike running shoes = nike woman running shoes
woman’s nike running shoes = nike running shoe women
•
•
•
•
•
•
Needs to Match All Anchored Words in Keyword
Any plural or singular matching
Any Same word order
Any punctuation
Any misspellings or alternatives
+ extra words in the query
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

24. 1 WORD KEYWORDS: shoes
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

25. 2 WORD KEYWORDS: running shoes
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

26. 3 WORDS: womens running shoes
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

27. 4+ WORDS: womens nike running shoes
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

28. 1, 2, 3 & 4+ Word Keywords
 shoes
  running shoes
  womens shoes
  nike shoes
   nike running shoes
   womens running shoes
   womens nike shoes
    woman’s nike running shoes
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

29. KEYWORD BID LEVELS VARY
Keyword
CPC
running shoe
$ 2.11
running shoes
$ 1.35
womans running shoes
$ 2.01
womens running shoes
$ 1.81
womans nike running shoes
$ 1.29
women nike running shoes
$ 0.94
womens nike running shoes
$ 0.91
nike womens running shoes
$ 0.76
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

30. KEYWORD MATCHING & BID LEVELS
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

31. TIERED BIDS & KEYWORD GROUPS
running shoes = $1.00 CPC for profit
+running +shoes @ $0.75
[running shoes] @ $1.00
negative keywords: -nike, -nikes, - womans, -woman, etc.
nike running shoes = $1.25 CPC for profit
+nike +running +shoes @ $1.00
[nike running shoes]
@ $1.25
negative keywords: -womans, -woman, -women, etc.
womans nike running shoes = $1.50 CPC for profit
+womans +nike +running +shoes @ $1.25
[womans nike running shoes]
@ $1.50
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

32. LINEAR CAMPAIGNS
Visual CRO: Optimizing CTAs for Focused Conversions
Download: www.webranking.com/presentation
James Svoboda
@Realicity

33. LINEAR CAMPAIGN STRUCTURE
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

34. KEYWORDS -> AD -> LANDING PAGE
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

35. LINEAR AD GROUPS = HIGHER CTR & QS
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

36. MONITOR LOOSE KEYWORDS
Repeat Searches will drain your budget over time.
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

37. WORST SCENARIO = 1 AD GROUP
Ad Group Default Bid: @ $1.50
“shoes”
“womens shoes”
+running +shoes
[running shoes]
nike running shoes
+womens +running +shoes
[nike running shoes]
+womans +nike +running +shoes
[woman’s nike running shoes]
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
@Realicity

38. Linear Models that Lead to Successful PPC Campaigns
THANK YOU!
James Svoboda
CEO WebRanking, Co-Founder MnSearch
t: @realicity
e: james.s@webranking.com
b: www.webranking.com/blog
download: www.webranking.com/presentation
Creating Linear Models for Successful PPC Campaigns
Download: www.webranking.com/presentation
James Svoboda
SearchFest – February 2014
@Realicity