Page 1

Starting a PPC Management and SEM Company


Introduction


Introduction • Great way to start bringing money in

while building affiliate business - quit your job sooner!

• Do as much or as little as you like • Tools, skills etc. are synergistic - get paid to become an expert

• Good partnering opportunity


Introduction • My story • Market demand • Potential - with just 10 clients, you could be making 100k per year

• Take notes!


What does a PPC / SEM Company do? • Sets up and manages PPC campaigns • keyword research • bid management • split testing ads • Performs SEO (on page and link building) • Gets paid a set up fee, and a monthly fee for each service

• Potential for other services


What does this course include? • Complete “business in a box” • Instruction on services to offer and how to perform them

• Marketing material • Real proposals • Pricing schedules • Web site design and content (2) • Instruction on how to get clients!


What this course doesn’t include • Primer on adwords • Setting up campaigns using hippojaw etc • Adwords editor training • Winner Alert setup and training • Bottom Line - Assumes a working knowledge of PPC campaigns on page SEO and backlink building


Some things to do First • Company Name • Adwords My Client Center account • Adwords certified • Set up company (s-corp, Sole prop etc.) • Set up banking • Set up website


Services Offered and How to Perform them


Main Services - PPC What’s value to client? • Huge keyword list - 100’s to 1000’s • Adgroups set up correctly - One KW • Keywords separated into themes for landing page optimization

• 2 ads for each adgroup • Split testing ads EVERY day • Bid management • Reporting


Main Services - PPC

• Cost per lead discussion • Lead tracking discussion • New 800 # ? • Budget discussion - Need 1 month of tweaking!

• Funnel discussion • Landing page with call to action (phone)

• “fly catcher”


Main Services - PPC Keyword Research

• Adwords keyword tool for web site itself • Adwords keyword tool for related terms - MS may be used as well

• What’s competition bidding on and ranking for?

• Set all kw’s up in themes • local targeting in one campaign • town name + KW in another campaign


Main Services - PPC Setup

• keyword Research • Themes and combinations • Local targeting, Town name • Hippojaw, Adgrenade,Speed PPC • Adwords editor - 2 campaigns • Local • National


Main Services - PPC Bid and KW Management • Bid/KW management - Must use Adwords editor

• Every 3 days for first 3-4 weeks, then

weekly (only use the prior periods stats)

• High impressions but low clicks • sort/filter for impressions > 2500 and CTR < 1%

• Improve ads


Main Services - PPC Bid and KW Management • Low position • Sort/filter KW’s in positions > 8 • Increase bids by 20% • High position • Sort/filter KW’s in positions < 3 • Decrease bids by 20%


Main Services - PPC Bid and KW Management • CPC too high • Sort/filter # clicks > 20 and CPC > (target CPC * 1.25)

• Decrease bid by 15%

• Can substitute cost per conversion here if applicable


Main Services - PPC Bid and KW Management â&#x20AC;˘ Winner Alert


Main Services - SEO

• Keyword targeting • recon by fire with PPC • Competitor analysis • Pick “top 3” - high volume/low comp. • On page SEO - can be crucial if 50k or

less competing pages ... otherwise, not as important as back links

• “Landing Pages” - Where to send top 3? • Link building plan


Main Services - SEO • On page SEO • Title tag • Meta Description • H1 tags • Alt tags • contact us, privacy etc. • Usually working with their web person


Main Services - SEO

• Link Building • See SEO document


Other Services to Offer


Other Services • PPC landing page development • “fly catcher” development • Complete website development • hosting • Outsource using Elance

PPC Management  

ppc management

Advertisement