In this presentation, we explore:
*The CPC mistakes virtually all rookie media buyers make.
*How a professional media buyer launches their campaign (from planning to execution)
*How to increase your click through rate, and reduce your cost per click without decreasing your conversion rate.
*And much more! (Including the single most important skill required to fix your unprofitable marketing campaigns and bring them back to life)
19. Money Metrics
CPA (Cost Per Customer Acquisition )
Total Campaign Cost / Conversions
AOV (Average Order Value)
Sales / Orders
Earning Per Click
Earnings / Clicks
ROI
Average Earnings Per Customer
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21. Micro Conversions
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Impressions .
Clicks .
Opt-in .
Email Follow Up .
Click Email CTA .
Click Add To Cart .
Complete Order Form .
Process Payment .
Clicks
Opt-in
Email Follow Up
(Deliverability/ Open Rate)
Click Email CTA
Click Add To Cart
Complete Order Form
Process Payment
Deliver Product
22. Keeping a Clean Work Area
• Each ad group is targeting
a themed set of keywords
• Each ad group has
at least 3 rotating landing pages
• Each ad group has at least 3 ads
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23. Keeping a Clean Work Area
• Keep male and female separate
• Keep mobile and desktop separate
• Keep text and image ads separate
• Keep country separate
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24. Before Running your Campaign,
Determine your Targeting
Ask yourself:
What are people searching for?
• Existing topics (bodybuilding)
• New topics (branded terms)
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25. Three Types of Keywords
1. Informational Keywords — Informative keywords that
are based on answers to a specific problem.
2. Transactional Keywords — Keywords that signal an intent
to purchase based on keyword or specifics of query.
For example:
Buy, Subscribe, For Sale, Brand + product name.
3. Navigational Keywords — Navigational keywords help
people find your web page and are often branded.
For example:
“SEMRush, bodybuilding.com”
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39. YourAd Group
Keyword Specific,
Medium,
Broad
Keyword
Volume
CPC Competitive
Density
Traffic
Percentage
how long does it take
to get a six pack
specific 2400 1.54 1.00 2.79
at home ab workout medium 2900 3.34 0.79 1.25
best ab workout for
men
medium 2900 4.62 0.42 0.83
how to get abs in a
week
medium 4400 4.96 0.54 0.68
abs in 30 days specific 1000 2.02 0.30 0.23
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40. Your Customer’s Persona
● Demographics
● Psychographics
● Goals & Challenges
● Environmental
● Interests
● Goals & Challenges
● Common Objections
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41. Your Anti-Customer’s Persona
● Demographics
● Psychographics
● Goals & Challenges
● Environmental
● Interests
● Goals & Challenges
● Common Objections
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46. Making Your Ad Irresistible
End Result Customer Wants
+ Specific Period of Time
For example:
• How to get Six Pack Abs in 30 Days
using this Step-by-step workout plan.
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48. Elicit an Emotional Response
The Seven Deadly Sins or The Seven Heavenly Virtues
Pride Humility
Envy Kindness
Wrath Forgiveness
Gluttony Temperance
Lust Chastity
Sloth Diligence
Greed Charity
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