First Steps for a Search Engine Marketer
Essentials you should always do as a marketer:
- Set ad to rotate indefinitely – there is such an art-form in search engine marketing. It’s kind-of a huge learning curve and it only comes with time, money, and experience. When you have ad rotation optimize selected, it will serve the “best” performing ads. I quote best as it uses the existing data to calculate if the CTR & CPA is better. The problem is, as a marketer, you should have a workshop schedule on creating new ad variants every couple of months. Those new ads will have no data and slowly trickle in impressions as the “best” performing ad will always be served the most. Rotate indefinitely will put you on the right track of getting an equal amount of impressions to be able to determine which ad is truly performing better.
- Manual CPC (Enhance CPC) – Manual CPC is another variable you should learn in the beginning. Don’t get me wrong, if you need results quickly and you have everything setup properly – an automated bidding strategy like target CPA or maximum clicks is great. It really becomes the 80/20 ratio, if you have 5 new PPC on-boards in a month – You will need to expedite the process to get all them properly setup.
- Board Match Modifiers – In the world of PPC, the hierarchy goes Board -> Board Match Modifier -> Phrase -> Exact; in this order. But ff you have done your keyword research, you can skip the whole board step. When you spent all your time creating a campaign, an ad group, an ad. If your keyword is board and it serves an ad “red slippers sizes for men” but your keyword is “red shoes men”, do you think your ad will be very relevant? Board match modifier will create a big enough net without catching all the junk out there.
- Always have 2 or more ads per ad group – A/B testing is everything in marketing. If you don’t get a 2nd opinion on something, how will you ever know if the grass is greener on the other side. Most SKAGs should have enough impressions shares to handle 2 ads. I would say 1,000 impressions on a keyword in a 3 month span is a great candidate. More can handle 3 variations.
- Setup an account structure (I personally love Alpha/Beta structure) – I talk about this way in-depth over here. If your looking for a system process, the alpha/beta structure can help you stay the course and optimize your account to the fullest.
- Break geography targeting into zip-codes – I kind-of go more in-depth on how breaking geolocation into zip-codes and being able to isolate different audiences through this.
- Use AdWords Editor – If you’re are marketer and setting up campaigns through AdWords experience, then you are probably wasting valuable time. AdWords Editor is a stand-alone application that downloads your data to a local computer. You can seriously build out a whole account in a few hours. If you have any big clients that want multiple geography locations as campaigns, then being able to quickly copy and paste will be a god send. On top of that, you can pull copy shells or copy other campaigns from other clients accounts. A good example is if you have two clients in the same industry and might want to quickly piggyback off their campaign structure.
- Know Excel – Yes yes, this has probably been beaten to death by every marketer out there. But Excel and/or google sheets will be to do so many things. Just a few things I use them for:
- Create client ad copy mockups
- pivot tables
- heatmaps (finding which time are converting the most) Opteo does this automatically for you.
- find negatives and top performing search terms through filters
- Calculation. This being anything from insights for a client target ad spend
- AdWords scripts through google sheets
Things to note:
- AdWords now can double your daily spend starting October 2017
- Always check out what’s new going on with AdWords features
- Get your AdWords Certification
- Check out tutorial videos from Academy for Ads
- Lynda.com has great tutorial videos on basic overview on AdWords
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