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PPC Basics

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PPC Basics

  1. 1. PPCBasicsStart making profits from your Adwords campaignsTrace Ronning www.wordtracker.com
  2. 2. ContentsChapter 1: What is PPC? 5 Who uses PPC? 8 How can I make PPC work for me? 8 What about SEO? 9Chapter 2: Get sales fast with PPC 10 Choosing keywords 11 Where else you can find keywords 12 Building a campaign 13 Networks and devices 13 Bidding and your budget 14Chapter 3: Creating ad groups and writing text ads 15 Writing your first ad 17 Write a catchy headline 17 Use your keywords 17 Make your benefits clear 18 Use a strong call to action 18 Landing page correlation 18 Ad rotation and scheduling 18Chapter 4: Upgrade your PPC with these advanced strategies 22 Sitelink extensions 23 Location extensions 24 Product extensions 26 Call extensions 26 Advanced targeting with Gmail 27 The more, the merrier 29About Trace Ronning 30Wordtracker.com Link Building | 2
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  4. 4. The Wordtracker AcademyFree articles, case studies, tips and tricks to help you grow your online business through effectivekeyword research, pay per click advertising and search engine optimization (SEO).We’ve commissioned some of the world’s best online marketing and SEO professionals to be yourguides.Follow Wordtracker on Twitter, Google+, YouTube, LinkedIn and Facebook.Need help with your online marketing?We’re here to help, so if you’ve any questions about this book or your search marketing strategy, we’rehappy to answer your questions. Just email support@wordtracker.comWordtracker.com Link Building | 4
  5. 5. What is PPC?Chapter 1
  6. 6. Chapter 1 | What is PPC?Imagine a world in which an advertiser only pays for advertising that actually works.A world in which you don’t have to worry about placing a 250x250 ad in a newspaper and hopethat it brings some foot traffic into your retail shop and covers your expenses.A world where people are, in a sense, searching for your advertisements as opposed to avoidingthem at all costs.That’s essentially what pay per click (PPC) advertising is, folks. It got its start back in the year2000, when Google introduced a self-serving ad platform, AdWords, as a solution for smallbusinesses to advertise effectively online.The idea was fairly simple, allowing users to bid on specific keywords, and when a Googlesearcher enters a query containing one of your keywords, your ad would appear.The results would appear on the side of your normal ‘organic’ search results and the rankwould depend on the relevancy of your ad to the query, and how high your bid was. TheWordtracker.com PPC and Google AdWords | 6
  7. 7. Chapter 1 | What is PPC?advertiser would only pay when someone actually clicked on their ad, so they would only payif the advertisement worked.In the 12 years since its inception, AdWords has grown into Google’s biggest money maker, andone of the most powerful ad platforms on the planet, spanning just about every country andlanguage you can imagine.It’s grown from simply text ads, to image ads, video ads, mobile ads, ads with maps, and evenads that initiate a phone call with the click of a button. And much more. For the purpose of thischapter, though, I’m going to limit the content to the more basic features and how to determineif using PPC advertising is right for you.NB There are alternatives to Google AdWords, such as Facebook Paid Ads, LinkedIn DirectAds, StumbleUpon Paid Discovery to name just four. But for the purposes of this and thefollowing three articles in this series, I’ll be looking at AdWords itself, because it’s the biggest.Before going forward, I’d like to explain the terms and acronyms I’ll be using quite frequentlyfrom here on in, as to not cause any confusion down the line.PPC = Pay per click (where the advertiser (you) only pays if a web user clicks on their ad to goto their site).SEM = Search engine marketing (building and marketing a site with the aim of bettering itsposition in the search engine results pages).CPC = Cost per click (the the total cost to the advertiser when an ad is clicked on).CPA = Cost per acquisition/action (commonly referred to as cost per conversion or sale - thecost to the advertiser per important action completed on your site, eg buying something orsigning up to receive newsletter mailings).ROI = Return on investment (the money an advertiser earns from their ads in comparison tothe amount spent on their ads).SEO = Search engine optimization (the process of improving the visibility of a web page in asearch engine’s organic (non-paid) search results.Wordtracker.com PPC and Google AdWords | 7
  8. 8. Chapter 1 | What is PPC?Who uses PPC?Before getting into search engine marketing, it’s natural to be curious about whether or notyour competitors are using AdWords, how it’s worked for businesses like yours and if anyone iseven bothering putting resources into PPC. The answer to “who uses PPC?” is - lots of peopleare.Nike is using PPC, the NFL use PPC, your favorite café uses PPC, the lady who taught you toplay “Chopsticks” on piano when you were in grade school even has an AdWords account.In fact, if any of your friends run a local business, they may well use it. That’s the beauty of paidsearch advertising. Anyone can use it, whether they’re an international brand, or the floristdown the street. Their size has no bearing on whether or not they can be successful, either. Solong as you’re willing to do it right, PPC can do wonders for your business.If you’re thinking that this sounds like it can be quite a time-consuming task, you’re absolutelyright. Luckily, as the pay per click model has evolved, so have third party companies andprofessionals in the industry. With the extensive list of tools offering services like keywordresearch, account management, optimization and bid management, you can implement PPCadvertising into your marketing campaign without missing out on your beauty sleep.We’ll discuss that further in the next chapter, though!How can I make PPC work for me?Like any marketing campaign, before getting started with a PPC campaign you should havea clear goal in mind. Whether you’re marketing a blog and your only goal is getting as muchtraffic as possible, driving traffic to a page where users can enter an email address to get moreinformation about an upcoming product, or if you’re advertising a webstore and need to justifyyour ad budget by creating sales, PPC can help, but your campaign must be tailored correctly.When setting up a campaign purely for the purpose of getting traffic, you’ll want to use Broadmatch keywords. This means that your ad will appear for searches containing your keywords inany order, eg, business travel will appear for searches on business travel news and travel guidefor business. And you probably won’t be as worried about conversion tracking: for a blog, youcan set up conversion tracking to record when someone subscribes to your content.Wordtracker.com PPC and Google AdWords | 8
  9. 9. Chapter 1 | What is PPC?Since you’re more interested in getting people on to your site, you shouldn’t only concernyourself with keywords that convert (those that succeed in bringing a person into your site wholater completes a valuable action on your website, such as buying something, or requestingmore information).Conversely, when you need your advertising to turn into sales, your campaigns are going to bemore complex, and you’ll definitely want to utilize conversion tracking. Further, you’re going towant to make sure you’re not wasting money on clicks that aren’t turning into sales, so there’sa lot to pay attention to. But like I mentioned, that’s what automation software is for.What about SEO?Search engine optimization (SEO) refers to the organic listings of your search. Getting yourwebsite to rank high in those results can take quite a bit of time, which is why using PPC is soimportant for small businesses, whether they’ve been around for years or not. As you workon improving your SEO rank, PPC can help make sure that you’re still getting visitors in themeantime.In fact, websites that rank on the first page of Google organically, AND have an ad on the firstpage tend to generate more clicks than those only using one or the other.So there we have it, those are the basics. In the next chapter we’ll talk about the best ways toset up campaigns, structure your ad groups, choose your keywords and write your text ads.Wordtracker.com PPC and Google AdWords | 9
  10. 10. Get sales fast with PPCChapter 2
  11. 11. Chapter 2 | Get sales fast with PPCI know PPC isn’t necessarily limited to Google and their AdWords platform, but since it’s far andaway the most successful and widely used PPC ad platform, I’m going to use it in all examplesgoing forward.Before you actually create your campaign within AdWords, you should take some time to dokeyword research and decide upon a budget that you’re willing to work with (and commit to)as well as making sure your website is ready. If your website is hard to navigate or visuallyunappealing, that’s something you’ll really want to fix before starting a campaign with theintent of sending it boatloads of traffic.Choosing keywordsThe cornerstones of all AdWords campaigns are their keyword lists. The more finely-tunedyour keyword list, the stronger your account will be. Your keywords are the words and phrasesthat customers search in Google that will trigger your ads. So where can you start building thatkeyword list? The first stop should be your company website.Chances are you use terms that describe and relate to your product commonly throughoutyour website, so you should be able to pull a centralized core group of keywords here (thatyou will have come up with using Wordtracker’s Keywords tool, of course!). For example,some terms I was able to pull from an initial glance at the WordWatch home page are AdWordsmanagement, PPC management and keyword optimization.One thing you can do is organize your keywords by grouping them into themes. Those themescan be different services your company offers or maybe even different product lines like skiingboots, skiing goggles and skis.Then, by going through your website, pull different keywords and put them into a few differentlists, based on what theme they fit under. Here’s an example of what some of my themes andlists would look like if I ran a sporting goods store. Baseball Basketball Tennis baseball basketball tennis balls baseball glove basketball shoes tennis shoes baseball hat basketball shorts tennis rackets catcher’s glove basketball jersey tennis racquets baseball pants tennis shorts baseball batWordtracker.com PPC and Google AdWords | 11
  12. 12. Chapter 2 | Get sales fast with PPCYou may also want to create a list of branded keywords as well. These would be terms that youown. For instance I could choose to build a list of keywords like WordWatch PPC, WordWatchAdWords Management, www.wordwatch.com, etc.Make sure you include variations of your keywords and synonyms on your list. A prime exampleof this would be someone offering SEM or SEO services. Those are common abbreviationsof the term search engine optimization and search engine marketing, but people searchingmight spell it out.And since PPC (or pay-per-click, or pay per click) falls under the category of search enginemarketing, these are all terms you would want to include in your list. Below, you’ll see what Imean. Pay Per Click Pay per click management PPC management pay-per-click management SEM management search engine marketing management paid search managementWhere else you can find keywordsAfter brainstorming for keyword ideas, there are other tools you can use to help fill out yourlists. Using a premium keyword discovery tool like the one Wordtracker offers will lead you toterms that your competitors are using to drive traffic. In addition, you can find keywords thatnone of your competitors are using to make yourself stand out. Using a keyword tool can helpyou find long tail keywords with high conversion rates and low costs, just be aware that long tailkeywords don’t typically generate as much traffic as broader terms, although searches addedtogether for these words will outnumber searches for ‘head’ keywords.Google’s keyword tool is also a good, basic way to find new keywords. Though not as robust asother tools, it does a good job finding common terms you might not be using already.Something to note here is that it’s very easy to add thousands of keywords very quickly whenyou start doing keyword research, but it’s smart to start with high quality keywords in thebeginning, and then add more, especially when you’re working with a small budget. If youWordtracker.com PPC and Google AdWords | 12
  13. 13. Chapter 2 | Get sales fast with PPCspread your budget too thin on too many keywords in the beginning, you won’t be able to getenough data and figure out which terms are working best. Focus on specific keywords thatdescribe your service, but don’t be too specific or you won’t generate any traffic at all.Building a campaignNow that you’ve picked out your keywords, you can begin to build a campaign. If you’ve builtyour keyword lists around themes, that makes this part easier. When building a campaign, I liketo pick one product group or service, then go from there, but here are some other ideas youshould consider when starting a campaign: • Geographic location (do you serve one region, or can you sell anywhere?) • Brand names • Seasonality of the product or serviceFirst, you’ll be asked to choose locations and languages you’d like your ads to show in, so makesure you choose the appropriate language for whichever countries you decide to advertise in. Itwould be a shame to waste your budget showing German ads in Mexico, after all.Networks and devicesAdWords consists of two main networks, the search network, and the display network.The display network consists of Google.com as well as its partner search pages. This is whereyou’ll probably be doing all of your advertising, especially as a new advertiser. The searchnetwork allows you to get your ad on any page hosting AdSense, but it’s much more complicatedto target properly, so you may want to refrain from advertising on it to start.From personal experience, I found that when advertising a product/service for purchase, thesearch network has worked better for me. When advertising content, like a blog, the displaynetwork can do wonders, however.As far as devices go, selecting ‘All’ will have your ads shown on desktops, laptops, mobiledevices and tablets. Depending on the nature of your service, you may want to limit your ads toone of those options, though.Wordtracker.com PPC and Google AdWords | 13
  14. 14. Chapter 2 | Get sales fast with PPCBidding and your budgetOne of the most important parts of AdWords is your keyword bidding. This determines notonly how much your clicks are going to cost, but where you’ll be ranked on the search engineresults page for the keyword that triggered your ad. It’s also the most time-consuming partof AdWords, which is unfortunately because most advertisers like to set a bid when they start,then never change it.This is bad because the prices of clicks on the AdWords network are constantly changing,depending on what your competition is doing. External factors like new advertisers, competitorsadding more keywords and competitors raising their bids all have a huge impact on yourbidding. Neglecting your keyword bids is sort of like buying a car but never changing your oil.Sure it works at first, but eventually you’re going to need to take it in for a check-up to keep itrunning well.Like every other part of AdWords, there are bidding tools to help keep you on top of yourbidding without spending hours upon hours adjusting your bids based on the previous days’performance. Google also offers automated bidding, but remember, it’s not necessarily intheir best interest to help you pay less for advertising, so you should check out third partyapplications for help.When you’re setting up an account, to start with I’d recommend choosing ‘Focus on clicks’ and‘I’ll manually set my bids for clicks’ in the ‘Bidding and budget’ section.This will give you some experience learning how to bid. And you’ll quickly see how useful anautomated bidding engine can be.Wordtracker.com PPC and Google AdWords | 14
  15. 15. Creating ad groups andwriting text adsChapter 3
  16. 16. Chapter 3 | Creating ad groups and writing text adsNow we’re at the part where AdWords gets fun! Now we get to take all the organizational workwe’ve done, and turn it into fun, engaging ad copy. In the last section, I talked about breakingup your campaigns into a product group or service. I’ll use the sports shop as an example againhere to talk about how to set up your ad groups.Here’s the list of products that would fall underneath ‘tennis’ again: Tennis Tennis ball Tennis rackets Tennis shoes Tennis shorts Tennis racquetsFor each of those products, I would create an ad group. The reason being that the morecentralized and targeted your ad groups are, the more likely your ads are to be ranked higher,while paying a lower CPC (cost per click). Consider this, if you performed a Google search for“buy tennis balls” and you came across these two ads, which one would you click? Ad A Ad B Buy Tennis Balls Online Tennis Gear Online Top Brands Penn, Wilson & More OR We Carry All Tennis Brands Get Free Fast Shipping, Order Today Order Today For Free Shipping tennisdepot.com/tennis-balls tennisdepot.comAd A is extremely clear about what you’ll be getting if you visit the website. You can safelyassume that by clicking the link, you’ll be taken to a page that carries tennis balls, and it evenmentions some of the brands that are carried. That’s an easy click for me.Ad B makes no mention of tennis balls, it simply states that they carry all tennis gear brands. Asa searcher, I have no way of knowing what kind of gear they carry. Maybe they only have apparel.The point being, I’m clicking on ad A every time if I’m looking for balls.If you come across an ad like ad B, what is likely to have happened is that the advertiser justmade one ad group for all their products and threw all their keywords into one group. This is apoor approach as you’ll end up wasting your budget on invalid clicks by being so vague.Wordtracker.com PPC and Google AdWords | 16
  17. 17. Chapter 3 | Creating ad groups and writing text adsIf you’re the owner of Ad B and you don’t carry tennis balls, but people still click on yourad, you’re paying for an unsatisfied customer. Now, not only have you spent money to bringsomeone into your store who won’t make a purchase, but chances are they’ll look elsewherewhen searching for anything related to your products because of the experience they had withyou.Writing your first adOkay, now that you’ve picked an ad group to work on, let’s work on your first ad. You’re workingwith a fairly limited space when working in AdWords. Your ad headline can be 25 characters,followed by two lines of 35 character text and a display URL up to 35 characters. To help youmake the most of your characters, I’ve put together some helpful tips.Write a catchy headlineYour ad is going to be competing with several other ads, as well as the organic results for theclick, so make sure yours sticks out among the rest. One way of doing this is to use a benefitof your product in the headline. For example, if you were selling a weight loss supplement,your headline might read “Lose 20 lbs in 5 weeks!” Don’t just draft something completelyinappropriate for your brand, please exercise your creativity within reason.Use your keywordsYou may have noticed that when you come across ads, some of the words are bolded. Thisis because they correspond with a keyword in your search query. In addition to standing outamong the rest of the results, this helps the searcher see that your ad is relevant to their query.(Where have these keywords come from - the Wordtracker Keywords tool, perhaps?)It’s especially helpful if you can include a keyword in the headline. It’s also very helpful toinclude the keyword in your display URL like I did in the tennis ball example. Your displayURL does not have to be the exact URL on your website, which is important to note. Forinstance, tennisdepot.com/tennis-balls could lead to http://www.tennisdepot.com/category/accessories/balls. As long as the root (tennisdepot.com) is the same, you can play with the restof your characters as you’d like.Wordtracker.com PPC and Google AdWords | 17
  18. 18. Chapter 3 | Creating ad groups and writing text adsMake your benefits clearThis is fairly simple if you’re offering a product, the shopper mostly wants to know you havewhat they’re looking for. With a service, it’s more important to make sure the searcher knowshow they’ll benefit. If you’re selling CRM software, some benefits might include betterorganization, time saving, and more sales.Use a strong call to actionOnce you’ve grabbed the attention of your potential customer and explained the value of yourproduct, you need to close the deal. Phrases like “Order Today,” “Start Now,” “Buy Now” allcreate a sense of urgency. You can also experiment with a closing benefit, “order today for freeshipping” is a good one if you offer free shipping, even if you’ll continue offering free shippingtomorrow and the following days. As with the headline, make sure it’s appropriate for whatyou’re advertising.Landing page correlationThe landing page (destination page of your ad) should be relevant to the advertisement. Thisis something that Google checks and will penalize you with a lower ad rank if you’re sendingtraffic to a page unrelated to your ad, so please make sure you’re sending your visitors to a pagethat they actually want to go to.I recommend running 3-4 ads in each ad group at a time, because this allows you to tailor yourads to the different values of your product. One ad might focus on the price, while anothermight focus more on the benefits of using your product. Over time you can determine whichad is working best and choose it to appear more often. AdWords is all about testing, so you mayfind yourself writing new ads on a regular basis to keep improving.Ad rotation and schedulingThere’s a good chance you don’t want your ads shown at all times, unless you’ve got an onlinestore, open 24/7, so how do you make sure your ads are being displayed at the right time?Under campaign settings, you’ll see ‘Advanced settings’. Ad scheduling is in there. This is onlyavailable if you’ve selected the ‘All features’ option in ‘Campaign type’ as shown in the pictureon the following page:Wordtracker.com PPC and Google AdWords | 18
  19. 19. Chapter 3 | Creating ad groups and writing text adsAnd Advanced Settings are only available on the campaign level, so if you have a specific adgroup that you want to run on a special schedule, you’ll need to actually make it a separatecampaign.Wordtracker.com PPC and Google AdWords | 19
  20. 20. Chapter 3 | Creating ad groups and writing text adsThe numbers in this image refer to each of the functions described below it:1) In Ad scheduling, you can choose the hours you want your campaign to run in, so if youclose at 5pm, it’s easy to make sure that no ads are shown again until the next day.Right underneath scheduling, you’ll find 2) Ad delivery. This applies when you have morethan one ad running at a time within an ad group. You can choose for the ads to rotate evenlythroughout the day, for the ad with the highest CTR to appear more frequently, or for the adwith the best conversion rate to show more frequently. It’s common for advertisers to chooseto rotate evenly at first, then choose one of the other two options once they have enough datafrom testing.Lastly, I’ll touch on your 3) Ad delivery method. This option is actually underneath the‘Bidding and budget’ section of your campaign settings. You can choose between ‘Standard’delivery or ‘Accelerated’ delivery. Standard delivery ensures that your ads will be shown evenlythroughout the day, while accelerated delivery will make sure that your ads are triggered asoften as possible until your daily budget is exhausted. If you’re interested in visibility, standarddelivery will probably be your best bet, because with accelerated delivery, its entirely possiblethat your ads will only be seen for a couple of hours in the morning.Of course, if all you care about are sales, then you may not mind that, as long as those clicksare converting.Wordtracker.com PPC and Google AdWords | 20
  21. 21. Chapter 3 | Creating ad groups and writing text adsNext stepsThat’s it for the basic structure and set-up of your first AdWords campaign, but AdWords ismuch more complex than this. In the next chapter, I’ll dig into some more advance strategiesyou can use, even as a PPC beginner.Wordtracker.com PPC and Google AdWords | 21
  22. 22. Upgrade your PPC withthese advanced strategiesChapter 4
  23. 23. Chapter 4 | Upgrade your PPC with these advanced strategiesYou’ve got the basics of pay per click advertising down now, but there’s so much more toexperiment with in the process of maximizing your ROI.First I’d like to briefly go over AdWords extensions: free tools you can use that have beenproven to increase clickthrough rate (CTR) up to 30% when used properly. There are severaland Google is working on new ones all the time, but the following are those you can probablyuse right away.Sitelink extensionsIn short, sitelink extensions allow you to have up to ten extra landing page links within a singlead. Chances are you’ve seen sitelinks while doing an organic search before, but they’re alsoavailable for paid searches. By having eleven links, it makes it easier to get your visitors to thepage they want faster, making them more likely to click your ad and make a purchase from yourwebsite.These can be very helpful when used in conjunction with Broad match keywords like shoes. Ifthat search triggered your ad, you could use the sitelink extension to include landing pagesto ‘Men’s Shoes’, ‘Women’s Shoes’, ‘Children’s Shoes’, and ‘Sandals’. That way, although thesearcher wasn’t very specific in their query, they can still find exactly what they’re looking forfrom your ad.To turn on sitelinks, you need to go into an ad group and choose the ad extensions tab. You’llsee a dropdown menu that says ‘View:’ where you choose the kind of extension you’d like.From there you can fill in your sitelink urls and headlines. Or if you’re setting up a new Group,click in the Sitelinks box and film theme in there.Wordtracker.com PPC and Google AdWords | 23
  24. 24. Chapter 4 | Upgrade your PPC with these advanced strategiesLocation extensionsThe location extension gives you a couple of extra lines underneath your text ad to give anaddress and phone number for your store location. You even get a link that will automaticallygive the searcher directions to your store (a link that you’re not charged for when clicked).Wordtracker.com PPC and Google AdWords | 24
  25. 25. Chapter 4 | Upgrade your PPC with these advanced strategiesAnd on a search that results in a Google Map being displayed you’ll get a special blue pin,differentiating you from the organic location results on the generated map.To use location extensions, it’s helpful to create a Google Places page for your business withbasic information about your company or store. Having an existing Places page allows Googleto automatically populate the address when you turn on the extension in AdWords, saving youtime. In fact, having a Places page makes it easier to drive traffic to your store in general, so it’shelpful to have one, regardless.Something you should note is that with an address and phone number, there comes a chancethat your clicks will decrease, because searchers can just call or visit your store in person, giventhat they know how to find you. I doubt the CTR difference will be anything to be concernedabout, if one even exists. It may even lower your cost per acquisition CPA because the phonecall to your store won’t cost you anything!Set-up starts just like it would with a sitelink ad, by choosing your ad group and the extensiontype, or creating a new group and clicking the ‘Location’ box. Like I mentioned, if you have aGoogle Places page already you can easily mark your location on a map, otherwise, you mustmanually enter all of your information.Wordtracker.com PPC and Google AdWords | 25
  26. 26. Chapter 4 | Upgrade your PPC with these advanced strategiesProduct extensionsWant photos of your products to appear when someone is searching for a product you sell? Ofcourse! Product extensions are a perfect extension for you. You’ve surely noticed the box inthe upper right corner of your search results displaying photos, prices and links of what Googlethinks you’re looking for, and that’s what happens when you enable product extensions. Toget product extensions up, you’ve got to link your AdWords account with a Google merchantaccount and enter your product feed into the system (see Manage your Google MerchantCenter product feedsThen, when a search occurs, Google will match that feed up and display relevant products tothe user.To set up this extension, have your Google merchant information handy when visiting the adextensions tab, as you’ll be directed to a page to link the accounts from the AdWords interface.Call extensionsCall extensions are a little complicated, but are especially useful when setting up a mobilecampaign, though you can implement them on desktop campaigns as well. With a callextension, you get an extra line of text underneath your normal ad that displays your businessWordtracker.com PPC and Google AdWords | 26
  27. 27. Chapter 4 | Upgrade your PPC with these advanced strategiesphone number. On smartphones, this line of text is clickable and results in a call to your numberinstead of a click to the website.You may also choose to set up a Google forwarding number, which will reroute to your businessnumber. This option gives you more in-depth reporting and tracking, including the following: • The call type (manually entered or clicked) • Date, start time and end time of each call • Call duration • Call status • Caller area code • Campaign and ad group the call came fromIf you set this up for a desktop campaign, you are required to have a Google forwarding numberset up, because otherwise Google would have no way to track (and charge you for) the callsyou receive. On a desktop campaign, your cost per call starts at $1, even if your standard CPC(cost per click) is lower. If your standard CPC is higher than $1, the cost for a call will matchit. Below is the set-up screen for call extensions. You reach it the same way as you would theother extensions, except click ‘call extensions’ this time.These aren’t the only extensions available, but these are probably the easiest to make use of inthe early stages of your PPC campaigns. I’ve written a more in-depth piece on ad extensionsAdvanced targeting with GmailIf you’re a Gmail user, you may have noticed those ads above the top of your Inbox. You alsomay have noticed that when you’re reading a message, ads sometimes appear to the right ofthe message box, similar to the ads on a search engine results page (SERP). You too, can haveyour ads in these spots with a little sneaky work on the Google Display Network.Wordtracker.com PPC and Google AdWords | 27
  28. 28. Chapter 4 | Upgrade your PPC with these advanced strategiesOne of the most effective ways to use this tactic is to use keywords that your potential users seein emails from your competitor or a related service. For instance, as an AdWords user myself, Iknow the subject line and body message keywords that I get, and that any AdWords advertisergets when an ad is disapproved or if something is wrong. I can take those headlines and turn“Your ads aren’t showing, can we help?” or “Your ad was disapproved” into keywords, then whensomeone gets that email, they’ll see my ad saying “Need help with AdWords? Call today!”I already know the potential customer is having trouble with AdWords, because their ads aren’tshowing, and they might see my ad as their knight in shining armor.You can also use other brands as keywords in your ads if you’re a competitor and write ads like,“Is Brand X too expensive? Save 50% with us!” You may just steal away some customers thatway, or at least get them interested in comparing the two services. There are tons of possibilitieswith Gmail targeting, as long as you’re willing to get creative.Here’s how to set it up. It’s actually not very difficult:First you need to start a brand new campaign with the following setting: only show on theDisplay Network. Set up the campaign just like any other, choosing keywords and writing adsthat are relevant to your ad groups. If you need some inspiration, look no further than your ownGmail account to see how other advertisers are targeting you.After you’ve selected your campaign, click on the green ‘Change display targeting’ - this willbring up a ‘Managed placements’ hidden menu. Click and you’ll see this:Wordtracker.com PPC and Google AdWords | 28
  29. 29. Chapter 4 | Upgrade your PPC with these advanced strategiesNext, select the following URLs as your managed placements: • mail.google.com • mail.google.com: Inbox, Top centerDone!The more, the merrierThere’s an old saying PPC professionals use, it’s “Test, test and test some more”. Once you’redone testing, test again. The point being, you’re never done improving your campaigns.Writing new ad copy, trying new extensions, taking advantage of more managed placements,and ongoing keyword research are all ways you can continue bettering your account. You’llnever be penalized for using multiple ad extensions, so there’s no reason not to try them all.By now, you should be well on your way to mastering AdWords. I hope you found this e-bookhelpful, and if you ever need more advice or useful tools, please give us a visit at WordWatchand Wordtracker – we’re more than happy to help.Wordtracker.com PPC and Google AdWords | 29
  30. 30. About Trace Ronning About Trace Ronning Trace Ronning is a writer and freelance PPC consultant. He reguarly writes about best practise PPC and other online marketing strategies.Wordtracker.com PPC and Google AdWords | 30
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