Pay-Per-Click Marketing Principles  Part 1
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    Pay-Per-Click Marketing Principles  Part 1 Pay-Per-Click Marketing Principles Part 1 Presentation Transcript

    • Pay-per-click Marketing Principles : Part 1 A Quick & Easy Guide to Understanding Pay-per-click Terminology, Strategic Structure & Set-up
    • Neil Lemons
        • Built & managed search engine marketing & search engine optimization programs & strategies since 2005
        • Managed, built & evaluated dozens of accounts, 100s of campaigns annually spending millions of dollars in clicks through Google AdWords, Yahoo! Search Marketing & Microsoft adCenter
        • Experience in dozens of industries & verticals , many with very high returns
        • Tested & earned official Google AdWords Professional Certification in 2007 & also trained three others leading to a Google Certified Company recognition
        • Implemented SEM & SEO strategies for names such as: AT&T WiFi, Feed The Children, National Breast Cancer Foundation, CURE International, Lucky Brand Jeans, Roots International , Children’s Medical Center, Comedy Defensive Driving School ®, Texas Teachers
        • Created “Most Read Thread” on Google AdWords in world-renowned SEO/SEM learning site SEOChat : 32 Useful AdWords Tips for Intermediate to Experienced Users
        • Wrote landmark whitepaper guide on AdWords: 21 AdWords Mistakes Business Owners Make & How to Avoid Them
        • Education Background – BS in Journalism: Major Advertising , Minors: Marketing, Psychology
    • Notable Past Internet Marketing Clients
    • Other Internet Marketing Clients
      • John Teakell – Defense Attorney
      • Power Jack - Foundation Repair
      • Alexa Rose - Jeweler
      • Evanesque - Medical Spa
      • Daired’s – Salon & Medical Spa
      • – Indie Music Community
      • Erickson Partners, LLC – Business Valuations
      • N-Bone – Organic Dog, Cat & Ferret treats
      • Matt Arnold - Defense Attorney
    • The Four Pillars of Online Marketing
      • Search Engine Marketing(SEM)
      • **Pay-per-click (PPC)
      • Banners & Display Networks
      • Local Business Listings & Reviews
      • Product Search
      • Shopping Comparison Engines
      • Conversion Optimization
      • Search Engine Optimization(SEO)
      • Organic Traffic
      • Keyword Research
      • Optimized Content Strategies
      • Incoming & Internal Linking
      • Online Public Relations
      • Site Architecture
      • Social Media Marketing (SMM)
      • Social Networking Sites
      • Blogging On & Off Site
      • Video On & Off Site
      • Content Creation
      • Engagement & Conversations
      • Email Marketing
      • Building Targeted Lists
      • Opt-in Drivers
      • Message Strategy
      • Open Rates
      • Direct Response Offers
      **This Presentation Only Covers Pay-per-click, the Biggest Area of SEM.
    • Pay-per-click Marketing Principles : Table of Contents
      • Quick History of Pay-per-click
      • Pay-per-click Effectiveness
      • Search Share: The Big Three
      • Pay-per-click Terminology Defined
      • Account Architecture
      • Knowing Your Networks
      • Setting-up Your Account for Success
      • Structuring Your Account for Success
      • Confronting Common Pay-per-click Mistakes
      • PPC Tools to Optimize Your Efforts
    • Quick History of Pay-per-Click
      • In February 1998, (Bill Gross ) presented a pay-per-click search engine proof-of-concept to the TED conference in CA.
      • In November 2001, Yahoo! partnered with Overture (name change) & started syndicating listings. In July 2003, Yahoo! bought Overture for $1.63 billion.
      • In December 1999, Google started search engine advertising CPM style. In October 2000, the self-managed AdWords system was introduced, still CPM. PPC in current form was introduced in 2002.
      • In 2009, Google made 23 billion, 97% of their income from AdWords.
      • *According to Wikipedia & Google Investor relations FAQs
    • marketing sherpa: Effectiveness of PPC Objectives Bottom Line: Paid search is better for direct response leads, traffic, and on-site sales, not branding.
    • comScore Releases July 2010 U.S. Search Engine Rankings July results released August 17, 2010, by comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world.
    • Speculative Client: Dallas Medical Spa
      • Located in Uptown Dallas
      • Offers laser hair removal, Botox, microdermabrasion spray tanning, other services.
      • Conversion goal: Set-up appointment through contact form or call them to set an appointment.
    • Pay-per-Click Terminology
      • Keyword Match Types – broad, phrase, exact, negative
      • Impression – Ad displayed, not clicked.
      • Cost-per-thousand Impressions (CPM)
      • Click-through Rate (CTR) – Clicks/Impressions
      • Conversion – rate, cost-per, amount.
      • Return on Ad Spend (ROAS)
      • Maximum cost-per-click – 1 st page bid est.
      • Cost-per-click (actual)
      • Quality Score (QS) – All around, based on relevancy & max CPC.
    • Keyword Match Type: Broad
      • spray tan
      • Ad may show for:
      • spray tanning
      • spray on tan sunless tan
      • sunless tanning airbrush tanning home spray tanning products
      • spray tanning equipment for sale
    • Keyword Match Type: “Phrase”
      • “ spray tan”
      • Ad may show for:
      • spray tan spa spray tan salon spray tan solution
      • Ad won’t show for:
      • spray tanning airbrush tan sunless tanning
    • Keyword Match Type: [Exact]
      • [spray tan]
      • Ad may show for:
      • spray tan
      • Ad won’t show for:
      • spray tan spa spray tan salon spray tan solution
    • Keyword Match Type: -Negative
      • -spray tan
      • Negative Keywords:
      • -products
      • -equipment
      • -home
      • -for sale
      • Ad won’t show for:
      • spray tan products
      • spray tan equipment for sale
      • home spay tan
    • What is a Conversion? An arbitrary action taken on a website by a user deemed valuable. This could be an onsite purchase (direct value) or action bringing a visitor closer to a purchase (projected value).
      • Product purchase
      • Contact form submitted
      • Report download (exchanged for email)
      • Free Software Trial Download
      • Online application filled out
      • Appointment request
      • Newsletter subscription
      • Seminar registration
      • Phone call
    • Conversion – All of these different types of conversions are measured the same way: unique pageview.
      • Seeing Map & Directions
      • Thank you for your purchase
      • Thank you submitting your question
      • Thank you for subscribing to our newsletter
      • Thank you for downloading our report
      • Bottom line: Only way to measure conversion tied back to specific keywords, ads, is a unique pageview.
    • How to Create an Ad w/ Killer Click-Through
      • Matches user’s query exactly (bolding)
      • Differentiates itself from other advertisers (USP)
      • Stands out in appearance & message
      • Call-to-action (CTA)
    • AdWords Account Architecture
    • 10 Crucial Steps to Starting a PPC Account
      • Campaign Organization & Naming
      • Adgroup Organization & Naming
      • Geo-Targeting (IP & Keyword)
      • Ad Serving Rotation & Rate
      • Distribution Networks
      • Ad Scheduling
      • Tagging Destination URLs
    • AdWords Account Architecture: Campaigns
    • AdWords Account Architecture: Adgroups
    • AdWords Account Architecture: Keywords
    • Knowing Your Networks
      • G o o g l e S e a r c h
      • Search Partners
      • Display Network
      • Mobile Network
      • By default, your ads are displayed to all four.
    • Google’s Search Partners
      • The Nine Components of a Profitable Pay-per-click Account
        • Profitable Cost-Per-Conversion: The cost of a sale is less than the price of the product or average customer at the adgroup level (consider margins).
        • Extremely High Click-Through-Rate (10% +): Brand-based keywords at the adgroup level.
        • Above Average (2%+) Click-Through-Rate : Generic category based keywords at the adgroup level.
        • Relatively Low Impression # Per Click: Least amount of irrelevant impressions by filtering out common unrelated keywords triggering ads (use 100s of negative keywords). This goes for brand-based campaigns as well.
        • Consistency: Most relevant keyword-to-ad-to-landing page match possible.
        • Attractive & Compelling Ads : For a high click-through rate, use every eye-catching advantage possible (bolding, local extention, saturation).
        • Consistent & Constant Testing: Use a/b split testing of new ad copy on large volume keywords to increase click-through-rate & conversions over time.
        • Channel Separation : Separate channels into campaigns for different audiences (Display Network, Mobile).
        • High Quality Score (s): This is a 1-10 rating assessed at the keyword level, but is also averaged account-wide and at the adgroup level (conversion does not apply).