My Cherry Coke Stand
By: Wei Yang
Atlanta Web Entrepreneurs
October 18, 2007
Crash Course in
• Learn by doing… in 10 minutes
• Pay-Per-Click is like programming, you have
to learn the system quirks; learn the
grammar of the different systems.
(AdWords, Yahoo! SM, MSN AdCenter, etc.)
• Following are some (somewhat) practical
examples…
The 30 Second Elevator Pitch
My Bootstrap Startup
• Target Market:
people who need
on the go cherry
coke or caffeine!
• Price: $0.40/bottle
• Marketing Budget:
$1,000
• Locations: 2!
(b/c I’m committed)
Diving into Paid-Per-Click
• Creating a Campaign
– Creating Ad Groups
– Set Location Targeting
– Create Ad(s)
– Find a List of Keywords
– Set a Daily / Monthly Budget
Ta Da!
Creating a Campaign / Ad Group
• Create Campaign
& Ad Group Name
• Choose Language
• Select Targeting
Select Targeting
•
•
•
Countries, Territories
Cities, Regions, DMA’s (Yahoo!)
Customized (Radius)
Create Ad(s)
Find a List of Keywords
• Learn and Test
Match Types
– Broad
– Phrase
– Exact
• All Major PPC
Platforms
offer match
types
Set Daily / Monthly Budget
• Determine
daily budget
from total
monthly
budget
• My Coke
Stand’s
budget is
$1,000 / mth.
Diving into Paid-Per-Click (Like a Pro)
• Creating a Campaign
– Set Location Targeting
– Creating Ad Groups, Use Multiple Groups
– Find a List of Keywords,
• Test Keyword Match Types
• Use Negative Keywords
– Create (Multiple) Ads, Test Dynamic Keyword Insertion
– Set a Daily / Monthly Budget, Test cost-per-click Prices
• Test Day Parting
• Test Landing Pages
• Track ROI with Analytics
Test: Location Targeting
• Choosing the right geo-targeting is the BEST
and EASIEST way to save a lot of $$$$$.
• Fact(ish?): It costs about $80 million a year in
marketing to produce a household name.
• Don’t try to take on the entire U.S. with a
measly $1,000 / month budget. Consider your
share of voice!
• Even large corporations with MM monthly
budgets use geo-targeting to optimize their
spend.
Test: Multiple Ad Groups
• Combining similar words into ad groups is a
great way to manage like-minded lists.
(e.g. cherry coke, cherry soda, cherry pop, etc.)
• Multiple campaigns allow you to control
different budgets, multiple ad groups allow you
to create unique ads that can be grouped with
similar keywords.
Test: Keyword Match Types
• Broad Match: cherry coke
– When did coke add cherry to the
flavor?
– What’s better than cherry coke?
– Is coke better with lime or cherry?
• Phrase Match: “cherry coke”
–
–
–
–
Why does cherry coke suck?
What’s in diet cherry coke?
Does Pepsi make cherry coke?
Where to buy cherry coke!
• Exact Match: [cherry coke]
– cherry coke
Test: Use Negative Keywords
Using Negative Keywords
• Instead of listing every single exact
match possibilities, consider using
negative keyword match.
• Examples:
–
–
–
–
–
–
–
diet, zero (diet cherry coke, bleh!)
Classic (coke classic, don’t carry it!)
Pepsi (competitor brand)
ingredients (weirdo chemists)
sucks (craazy people !@$#@)
history (not my audience)
FREE (if you don’t offer it for free,
save your ad money!)
Test: Multiple Ad Variations
• When it comes to ads:
test, Test, TEST!
• Consider different selling
techniques:
–
–
–
–
Sell with brand
Sell with price incentive
Sell based on need of the searcher
Sell the benefits instead of the
product
• Try to differentiate your ads with
others in the results
Test: Cost-per-Click Prices
• Actual CPC prices are determined by a delicate
balance of max CPC (advertiser set) and CTR
(audience set)
• It’s really not that delicate but CPC and ad
positioning are both worth testing.
• Higher position = more clicks, but are those
visitors converting to your goals?
• Goals for PPC platforms = make $$$ via clicks
Your goals = get a positive ROI from ad spend.
Test: Day Parting
Other Tests & Resources
• Test landing pages; is the message a
continuation of the ad? Are the messages in
sync?
• Tracking ROI with Web Analytics
• Getting help from Google, Yahoo! & MSN – If
you spend enough, they will help you optimize!
Support
Cherry Coke!
Thank you!