1. Using Pay-per-Click Marketing Profitably Jeff Coleman Internet Marketing Geek

2. This is No Ordinary Auction PPC x CTR x QS = Position PPC = Price per Click or Bid CTR = Click-thru Rate QS = Quality Score of Landing Page/Site Position = Where you are on the page Relevance matters!

3. Basics of Bidding Bid = maximum amount you are willing to pay per click A bid ≠ Cost per Click (CPC) CPC typically 25-40% less than bid Must set a default bid per AdGroup Can adjust individual keywords bids, if desired Google sets minimum bids

4. Setting Default Bids

5. Changing Individual Bids

6. Determining a Bid Price Use Google’s Traffic Estimator Sometimes bid prices are much too low Other resources for bid prices SpyFu.com KeyCompete.com iSpionage.com Set bid price lower than Google’s estimate to start Use traffic estimator after campaign is running

7. Google Estimator https://adwords.google.com/select/KeywordToolExternal Enter a keyword phrase Under choose columns to display, choose “Show All”

10. Bidding Strategies that Work Bid high to start, then lower bid Control costs with bid adjustments, not daily budgets Do NOT use Google’s click maximizing tool Test different positions, and not just bids, to maximize ROI Peel & stick

11. Peel & Stick Improve CTR & minimum bid Move keyword to new AdGroup and write matching ad Only valuable for higher volume keywords Assumes current ad is not a “tight” fit

12. Eye Tracking Heat Maps

13. Eye Tracking Heat Maps

14. Eye Tracking Heat Maps

15. Reducing Minimum Bids It’s possible to reduce minimum bids: Add keyword to the ad, preferably the headline Peel & stick Tighten up the ad group Send to a landing page with keywords

16. How Much is Too Much to Pay? Only you can answer that question Understand your visitor’s value Requires a clear understanding of conversions

17. Focus on Conversions Cost per conversion is primary goal Get lower on the page for better conversion rate Get out of the first spot if you want to reduce cost per conversion

19. Constantly Changing Marketplace Changing bids New competitors Updated ads Google “adjustments” Requires constant vigilance

20. Getting Relevant Clicks Add negative keywords Eliminate words that do not convert Get rid of irrelevant phrases Focus on exact and phrase match Understand the value of a conversion

23. Summary Bid = maximum amount you are willing to pay per click CPC is typically 25-40% below bid Use tools to determine current bids Focus on cost per conversion Use incremental changes Narrow traffic to relevant terms

24. Next Steps Take the Quiz Determine the approximate bids you are going to use for launching your campaign Continue on to Week 3, Part 2