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

  • 1. Pay-per-click Marketing Principles : Part 1 A Quick & Easy Guide to Understanding Pay-per-click Terminology, Strategic Structure & Set-up
  • 2. 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
  • 3. Notable Past Internet Marketing Clients
  • 4. Other Internet Marketing Clients
    • John Teakell – Defense Attorney
    • Power Jack - Foundation Repair
    • Alexa Rose - Jeweler
    • Evanesque - Medical Spa
    • Daired’s – Salon & Medical Spa
    • MadeLoud.com – Indie Music Community
    • Erickson Partners, LLC – Business Valuations
    • N-Bone – Organic Dog, Cat & Ferret treats
    • Matt Arnold - Defense Attorney
  • 5. 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.
  • 6. 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
  • 7. Quick History of Pay-per-Click
    • In February 1998, Goto.com (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
  • 8. marketing sherpa: Effectiveness of PPC Objectives Bottom Line: Paid search is better for direct response leads, traffic, and on-site sales, not branding.
  • 9. 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.
  • 10. 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.
  • 11. 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.
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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.
  • 18. 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)
  • 19. AdWords Account Architecture
  • 20. 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
  • 21. AdWords Account Architecture: Campaigns
  • 22. AdWords Account Architecture: Adgroups
  • 23. AdWords Account Architecture: Keywords
  • 24. 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.
  • 25. Google’s Search Partners
  • 26.  
  • 27.  
  • 28.
    • 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).