beginners-guide-to-ppc.pdf

A beginner’s guide to ppc

There are plenty of resources out there for

PPC professionals - this guide

is written with AdWords novices in mind.

We cover the fundamentals of

creating and structuring an account so that

anyone can start an account and

begin advertising their business on Google.

If you have any questions about the material covered in this paper or would like to talk

to us about running your PPC account, please get in touch!

Richard Cotton, Paid Search Marketer, Distilled Ltd.

richard@distilled.co.uk | t el: 020 7183 0767 | www.distilled.co.uk

3 - 4 Keyword List Creation

5 - 6 Matching Options

7 - 8 Account Structure & ‘Bucketing’ Your Keywords

9 - 12 Account Settings

13 - 14 Goals

15 Bidding

16 - 1 7 Quality Score

18 - 19 Advert Writing

Keyword List Creation

The trigger for your adverts appearing on Google will be the keywords you

choose - words or phrases that describe your product and the way people

search for them on Google. Chances are you know your business better than

most, and you know most of the terms people should use to search for your

service or product – so you already know the core of your keyword list. The

main thing to remember when creating a keyword list is that people do not know

your business as well as you and will be searching in a variety of strange ways.

Your PPC account, if correctly structured, should be able to help those

searchers ind exactly what they want, and the vast array of strange searches

will help you understand your customers and what trafic you can convert

usefully. For everyone who types “product A” into Google, there will be 10

more who search for something more unique like “where can I ind a second-

hand product A” or “product A review”. You will need to create a keyword list

that captures the majority of searches that people might write and eliminate

the searches that are not relevant to your business. (You will never manage

to cover ALL the possible searches – people are just too damn creative,

intelligent, stupid, strange, disturbed <delete as applicable>).

For example,

buy product A, buying product A, where can I buy product A, second-hand

product A, product A online, product A London, product A delivery London,

who sells product A, product A ebay, product A free

Google has a keyword generation tool ( https://adwords.google.co.uk/select/Keyw

ordToolExternal?defaultView=2 ) that will help you not only ind any synonyms you

may have missed, but also give you a list of suggestions to go with your main

keywords. This will also throw up negative keywords, which are keywords that

you can add to either a campaign or an ad group so that your adverts will not

appear if they are contained in the search. From the list above you may want

to add ‘second-hand’, ‘free’ and ‘ebay’ as negatives, and there will be many,

many more that you can add to reine the trafic that your adverts appear for.

There are plenty of tools out there to help you generate keyword lists, but

you can create a pretty comprehensive list of keywords and negatives with

Google’s tool, a thesaurus and by playing around with a search engine yourself.

It is important to remember to use plurals and various verbs, tenses, adjectives,

regional/colloquial expressions and common misspellings.

Here are some other useful free tools to help you on your way

Wordtracker Keyword Suggestion Tool -

( http://freekeywords.wordtracker.com/ )

Soovle.com - ( http://www.soovle.com/ )

Wordtracker Keyword Questions -

( http://labs.wordtracker.com/keyword-questions/questions )

Viswiki.com - ( http://www.viswiki.com/en/ )

Google Wonder Wheel - ( www.googlewonderwheel.com/ )

Google Search Based Tool - ( http://www.google.com/sktool/# )

For an idea of what trafic levels keywords will generate, Google provides more tools

Trafic Estimator - ( https://adwords.google.com/select/TraficEstimatorSandbox )

Google Insights - ( http://www.google.com/insights/search/# )

Matching Options

You should now have a long list of words that describe your products and

services, so the next step is to choose matching options. There are four

keyword types: broad, phrase, exact and negative match. If you are adding

keywords manually to an account, then exact match keywords should be

entered with square brackets around them like this [keyword] , phrase match

with quotation marks around them like this “keyword” and negative keywords

are preceded by a minus sign –keyword . If you don’t add any symbols,

then the keywords will be added as broad match by default. The four match

types work very differently, so it is important to understand them to use them

effectively.

Exact Match – As the name suggests, it will only display adverts when the

exact keyword is entered as a search term. For example, your exact match

keyword [inlatable chimps] would only trigger an advert when the search was

‘inlatable chimps’.

Phrase Match – Captures a slightly wider amount of trafic. “Inlatable chimps”

as a phrase match would trigger adverts for ‘pink inlatable chimps’ and

‘inlatable chimps pump’. The advert is triggered when the search contains the

keywords in the order in which they appear in the keyword.

Broad Match – Adverts will be triggered by broad match keywords when

Google judges there to be relevance. You have to be very careful with this as

the searches you appear for with broad match keywords may be somewhat

related to your subject but not relevant enough to generate sales or leads.

They are very useful at getting large volumes of trafic, but it comes at the price

of control. With exact and phrase match you know pretty much what you are

getting – with broad match you will undoubtedly get some rubbish.

Negative Match - keywords are one of the best weapons for bringing back a

degree of control when using broad match. They will help you ensure that the

searches that you know are irrelevant and will never convert, do not trigger

your adverts. For example, the negative keyword ‘lower’ would stop your bed

advert appearing to gardeners looking for items for their lower bed.

There are some people who say that you should only use exact and phrase

match – ignoring broad match entirely. Personally I use broad match all the

time and ind it can work very well, but you have to keep a far closer eye on the

trafic than from the other two types. One tactic that can help is to use broad

match only on phrases with more than 2 words – use phrase match on the 1 and

2 word phrases so you capture the closely related trafic but don’t give Google

as much room to match you to irrelevant suggestions. Between that and negative

keywords, you should be able to make effective use of broad match.

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