Getting Your PPC Campaign Started
PPC Terminology
Pay per Click (PPC)
Cost per Action / Cost per Acquisition (CPA)
Cost per Click (CPC)
Cost per Lead (CPL)
Cost per Thousand (CPM)
Cost per Sale (CPS)
Pay per Action (PPA)
PPC Elements
Steps for Building a PPC Campaign – An Overview
Creating a Relevant Keyword List
Introduction
The Keyword Buying Cycle
Overview - What Exactly It Is
‘Browse’ Keywords
‘Compare’ Keywords
‘Buy’ Keywords
Targeting Each Keyword Type
Great Real Life Examples
Building Your Keyword List
Start With Your Products and Services
Doing it Right - An Example
Adding Specifics
Recommended Keyword Generation Tools
Advanced Keyword Methods, Tricks and Strategies
Misspelled Words and Typos
Plural and Singular Forms of Keywords
Discriminating Tastes
Abbreviations and Acronyms
Merged, Hyphenated and Separated Keywords
Geo Targeting
Domain Names
Keyword Targeting Works
Writing a Killer Ad
Do Your Homework
The Elements of a PPC Ad
Headline /Ad Title
Body/Description
Display URL
Destination URL
Size Limits for Ad Copy
How to Write Great Ads
Great Copywriting Sells!
Professional Copywriting Tips
Examples that Work!
Use of Your Keywords!
Adding Keywords to Your Display URL
More Tips & Suggestions
Avoid Being Vague
Sell the Solution!
Offer Incentives
Call to Action
Make Use of Your Brand Name
All About Landing Pages
Why Are Landing Pages So Important?
Landing Page Relevancy
Elements of a Good Landing Page
Page Headline and Offer Summary
A Real Life Example
The Visual Significance of Your Product or Service
Bulleted Product Benefits
Call to Action - Doing it Properly
Tips to Improving Your Landing Pages Efficiency
Examples of Good Landing Pages
Testing & Improving Landing Pages
Give Them What They Want
The Bidding System - How Does It Work?
Introduction
Different Bids for Different Match Type
Negative Words Match
How Much to Bid?
Test. Test. Test.
An Alternative
Some Questions to Ask Before Bidding
Measuring and Analyzing Results
How to Calculate Your ROI
ROI Tracking Tools
Google Adwords Conversion Tracking Tool
Microsoft AdCenter Conversion Tracking Tool
PPC In The Content Network – Is It Worth It?
Intro
The Search Network
The Content Network
How Does Content Matching Work?
Managing Ads for Content Networks
Bidding on the Content Network
Analyzing Data
Running an Effective Content Campaign
Pros vs. Cons of Advertising on Content Networks
What are the Pros?
What are the Cons?
Not the Best for Niche Advertising
Running a Successful PPC Campaign on Google
Introduction
How Google AdWords Works
All About Google Search Network
All About Google Content Network
Lower Conversion Rates
The Basics
Click Through Rate (CTR)
Landing Page and Ad Relevancy
Your QS Ranking
Improving Your Quality Score
Google AdWords Discounter
Setting up Ad groups
Automated Best Ad Choice
Features - Keyword Matching Options
Broad Match
Phrase Match
Exact Match
Features - Geo Targeting
Features - Ads Scheduling
How to Set Up Ad Scheduling?
Features - Preferred Position Bids
Features - Dynamic KW Insertion
Making the Most of Dynamic Keyword Insertion
1 Important Question…
Running a Successful PPC Campaign on Yahoo!
Overview
The Yahoo! Search Network
YSM Content Network
Yahoo! Search Marketing Account Structure
Ad Position Ranking
Click Through Rates
Features - Keyword Matching
Advanced Keyword Matching
Excluded Keywords
Dynamic Keyword Insertion
Creating Logical Ad Groups with Your Keywords
Testing and Improving Your Ad Copy
Tracking the Performance of URLs
Running a Successful PPC Campaign on MSN Bing
Overview
Microsoft Bing
The Microsoft AdCenter Network
Setting Up a New Campaign in Microsoft AdCenter
Campaigns
Orders
Microsoft AdCenter’s Bidding System
How Your Ad's Position is Determined
Dynamic Keyword Insertion
Keyword Matching Options
Phrase Match
Exact Match
Excluded keywords
Targeting Your Ads
Excellent ROI
Other PPC Styles for Products and Services
Amazon's ClickRiver
Google Product Search
Smaller, Untapped Search Engines
How to Choose a Qualified PPC Company
Finding the Best Provider
Asking the Right Questions
Recommended Software
Keywords Generator Tools
Google AdWords Tools
Cool Placement Tools
Creation Tools
Important-to-Know Analysis Tools
Conclusion
|
Previous Lesson
