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com
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Launch

PPC ‘Push’ Strategy

Module 8
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The Launch Pyramid

3.
Giveaway

2. PPC ‘Push’

1. PPC Foundation
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PPC Push Campaign

• Setup a new Exact match Manual campaign + ad group

• Separate & independent of your PPC Foundation
campaigns (Auto & Manual), e.g.
1. Foundation Campaign 1: Auto
2. Foundation Campaign 2: Manual (Exact match ad group)
3. Foundation Campaign 3: Manual (Broad match ad group)
4. PUSH Campaign: Manual (Exact match ad group)
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PPC Push Campaign

• Setup parameters:
• Start date = immediately
• Budget = as high as you can afford (e.g. $50/day)
• Bid = double the high suggested bid, or as high as you can
afford
• Keywords = selected 1-3 keywords
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PPC Push Campaign

• Strategy:
1. Outbid the competition & ensure your product is always
getting the #1 ad spot. Get sales.
2. Leave for at least 7 days

3. Monitor KW ranking results after 7 days

4. If you see progress, continue until desired rank is obtained
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PPC Push Campaign

• Troubleshooting:
• ACOS:
• Good = less than 60%
• Bad = greater than 100%. (100% ACOS is similar to a 100%
discount giveaway)
• The ACOS should drift downwards over time
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PPC Push Campaign

• Duplicate bidding on keywords across campaigns is OK.

• Pause keywords in Foundation if desired (not necessary)

• Escalate to giveaway if:

• ACOS stays over 100% and/or
• Keyword ranking not improving