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29.09.10 and 02.12.10 Maximise your web marketing - PAY PER CLICK

29.09.10 and 02.12.10 Maximise your web marketing - PAY PER CLICK

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 maximise your web marketing PAY PER CLICK maximise your web marketing PAY PER CLICK Presentation Transcript

  • Pay Per Click Measurable return on investment Roan Fair Search Marketing Consultant www.intergage.co.uk
  • Today’s agenda…
    • What is Pay Per Click advertising?
    • Why is it important?
    • Why should I use it?
    • How do I use it?
    • Hint and tips
  • What is PPC? Ad auction PPC SEO
  • ‘ Sit forward advertising’
    • Users see your messages when they search
    • ‘ Sit forward’ advertising (PPC) – not ‘lean back’ (TV)
    • Pay only when they click – not when they don’t!
  • Why PPC matters
    • Get to ‘Number 1’ immediately
    • Beat the Google ‘sandbox’ that puts new websites on hold
    • Find out precisely which adverts work – maximise your ROI
    • Excellent testing ground for keywords – get free conversions
    • Pause, unpause - control
  • Maximise your ad ROI
    • “ Half the money I spend on advertising is wasted…the trouble is, I don’t know which half.”
    • John Wanamaker (1838-1922), US department store merchant
  • ROI benefits – get precise data
    • Ads – test which ad messages work best
    • Sales leads/enquiries – how many conversions, when, where, how often
    • Which of your web pages are most persuasive, effective
    • Find out exactly what works, what doesn’t – minimise waste
  • Why should I use it?
    • Stop wasting money! Boost your ROI
    • Precise targeting – location, language, network, PC/laptop v mobile
    • Understand your customers better, buying cycle, challenge assumptions
    • Use data from PPC to get free leads/conversions with new web pages
    • Improve the conversion rate of your existing web pages
  • How does PPC work? Glossary 1
    • Keywords – trigger your ads
    • Ads – users click on them, go to your web pages
    • Ad groups – ‘folders’ for ads, keywords
    • Landing page – page where users ‘click’ to, where they arrive/land
    • Impression – a showing of your ad
    • Clickthrough rate (%) – clicks/impressions
  • How does PPC work? Glossary 2
    • Cost Per Click – how much you pay for each click
    • Cost – your total cost
    • Conversions – leads, enquiries, any desired action to be measured
    • Cost/Conversion – how much each conversion/lead costs you
    • Conversion rate (%) – conversions/clicks
  • How does PPC work? Search, ad
  • How does PPC work? Click to page
  • How does PPC work? Engaging…
  • How does PPC work? Conversion
  • How does PPC work? Conversions
    • Clickthrough rate (CTR) – impressions v clicks
    • Conversion numbers
    • Cost/conversion
    • Conversion rate
  • Where do I start?
    • Start with your goals in mind
    • Always keep them in mind!
    • How much do you want to pay per lead/conversion?
    • Beware small ticket items!
  • Where do I start?
    • Be relevant to search
    • Find your keywords
    • Google Keyword Tool
    • List relevant terms
    • User intent , buying cycle
  • Keyword tool
    • https://adwords.google.com/select/KeywordToolExternal
  • Set up campaign
  • Set up campaign – beware defaults!
  • Set up campaign – beware defaults!
  • Create your relevant ad text
  • Good ad text Poor ad text
  • Creating ad groups, keywords
    • Two ads per ad group, split testing
    • Use keyword in ad, preferably title, display URL
    • Granularity…
    • Ad Group: Red Widgets Ad Group: Red Widget Ad Group: Buy Red Widgets Ad Group: Buy Red Widget Ad Group: Hire Red Widgets Ad Group: Hire Red Widget
  • Creating ad groups, keywords
    • Keyword granularity, matches…
    • red widgets (broad match)
    • +red +widgets (modified broad match)
    • “ red widgets” (phrase match)
    • [red widgets]
    • Negative keywords
    • -alert -alerts -shoe -shoes
  • Budgets, bidding, quality
    • Set daily budget(s), ringfencing
    • Bids – impact on ad profitability
    • Quality Score – What? Why? Benefits!
  • Performance indicators
    • Click Through Rate (CTR)
    • Cost Per Click (CPC)
    • Cost
    • Conversion numbers
    • Cost per conversion
    • Conversion rate
  • Always improve, optimise
    • Test
    • Adjust
    • Run
    • Test
    • Adjust
    • Run
    • Test
  • Hints and tips
    • Keep a ‘Captain’s log’, diary your work, next actions
    • Create PPC landing pages, optimise
    • AdWords Editor
    • Keyword, Ad Group Reports
    • Search Query Reports
    • Campaign (Impression Share) Reports
  • Next steps
    • Take what works with PPC
    • Create more landing pages
    • Get free clicks
    • Improve your Quality Score to reduce Cost Per Click
    • Use it for SEO, digital PR, social media
  • Your homework
    • Watch this video…
    • Google’s Hal Varian on Ad Auction, Quality Score, Cost Per Click
    • http://adwords.blogspot.com/2009/03/introduction-to-ad-auction.html
  • Thank you! Any questions?
  • Roan Fair
    • Intergage, Search Marketing Consultant
    • Tel: 0845 456 1022
    • Web: www.intergage.co.uk
    • Email: [email_address]
    • LinkedIn: www.linkedin.com/in/roanfair
    • Twitter: http://twitter.com/roanfair
    • Intergage Blog: http://blog.intergage.co.uk/