Formic Media Seminar Series:PPC Fundamentals <br />Sponsor:<br />Presented by:<br />Formic Media, Inc.<br />www.formicmedi...
Agenda<br /><ul><li>Intro to Paid Search
 Benefits of Pay-Per-Click (PPC)
 Google AdWords
 How it Works
 Reach More Customers
 Costs & Budgets
 Geo-Targeting
 Measurement
 Account Structure
 Keyword Selection
 Ad Text
 Elements
 Ad Targeting
 Creating Successful Ads
 Research & Management Tools
Yahoo/Bing Search Alliance</li></li></ul><li>Intro to Paid Search<br />Paid Search Results<br />Local Search Results<br />...
Benefits of Paid Search<br /><ul><li> Branding
 Targeted traffic
 Immediate results
 (Nearly) Real-time tracking
 Levels the playing field
 Small initial investment</li></li></ul><li>Google AdWords<br />How it Works<br /><ul><li> Choose keywords  Create Ad Text
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PPC Fundamentals: Formic Media Seminar Series

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In order to generate targeted leads, many small businesses are testing pay-per-click (PPC) advertising. Most companies use Google AdWords to target desirable search terms with specific text advertising, and only pay for each click (rather than impression). PPC advertising can be very cost-effective when managed properly, due to the ability to target keywords, specific geo-locations, messaging and landing pages. Unfortunately, many small businesses do not have the time or resources to effectively manage PPC campaigns, which can lead to very costly mistakes. The Formic team will walk you through PPC campaign research, planning, implementation and management. You will leave this seminar with sufficient knowledge of how to optimize your existing PPC campaigns or create a new campaign from scratch.

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  • PPC Fundamentals: Formic Media Seminar Series

    1. 1. Formic Media Seminar Series:PPC Fundamentals <br />Sponsor:<br />Presented by:<br />Formic Media, Inc.<br />www.formicmedia.com/seminars<br />503-260-6700| kent@formicmedia.com<br />
    2. 2. Agenda<br /><ul><li>Intro to Paid Search
    3. 3. Benefits of Pay-Per-Click (PPC)
    4. 4. Google AdWords
    5. 5. How it Works
    6. 6. Reach More Customers
    7. 7. Costs & Budgets
    8. 8. Geo-Targeting
    9. 9. Measurement
    10. 10. Account Structure
    11. 11. Keyword Selection
    12. 12. Ad Text
    13. 13. Elements
    14. 14. Ad Targeting
    15. 15. Creating Successful Ads
    16. 16. Research & Management Tools
    17. 17. Yahoo/Bing Search Alliance</li></li></ul><li>Intro to Paid Search<br />Paid Search Results<br />Local Search Results<br />Organic Search Results<br />
    18. 18. Benefits of Paid Search<br /><ul><li> Branding
    19. 19. Targeted traffic
    20. 20. Immediate results
    21. 21. (Nearly) Real-time tracking
    22. 22. Levels the playing field
    23. 23. Small initial investment</li></li></ul><li>Google AdWords<br />How it Works<br /><ul><li> Choose keywords  Create Ad Text
    24. 24. People Search Google  Your Ad Appears
    25. 25. People Click Your Ad  You Get Traffic & Sales</li></li></ul><li>Google AdWords<br />Reach More Customers<br /><ul><li> Utilize Google Display Network
    26. 26. Contextual
    27. 27. Site Targeting
    28. 28. Use Text, Image & Video</li></li></ul><li>Google AdWords<br />Costs & Budget<br /><ul><li> Control Your Own Spending
    29. 29. Set a Daily Budget
    30. 30. Set Your Maximum Cost-Per-Click (CPC)
    31. 31. Only Charged for Clicks
    32. 32. Utilize Google’s Traffic Estimator</li></li></ul><li>Google AdWords<br />Geo-Targeting<br /><ul><li> Set Ads to Appear in Specific Locations
    33. 33. City, Region, Country
    34. 34. Show Address in Ad Text
    35. 35. Ads Appear on Google.com & Google Maps</li></li></ul><li>Google AdWords<br />Measurement<br /><ul><li> Know Your Goals
    36. 36. Near Real-Time Metrics
    37. 37. 11 Report Types</li></li></ul><li>Account Structure<br /><ul><li> Campaigns
    38. 38. Contains Ad Groups
    39. 39. Set unique budgets
    40. 40. Set targeting options
    41. 41. Ad Groups
    42. 42. Contains keyword list & ad text</li></li></ul><li>Keyword Selection<br /><ul><li> Target both broad and specific keywords
    43. 43. Broad = Increases reach & visibility
    44. 44. Specific = Drives conversions & sales
    45. 45. Purchase Cycle / Buying Process </li></ul>Example<br /><ul><li> Interest
    46. 46. “slr cameras”
    47. 47. Research
    48. 48. “nikonslr cameras”, “canon slr cameras”
    49. 49. Purchase
    50. 50. “nikon digital slr d3000”</li></li></ul><li>Keyword Selection<br /><ul><li> Utilize all Match Types: “digital camera”
    51. 51. Broad: digital camera, security camera
    52. 52. Phrase: “buy a digital camera”, “digital camera review”
    53. 53. Exact: “digital camera”
    54. 54. Include all keyword variations (i.e. singular, plural)
    55. 55. “camera”, “cameras”, “digital camera”, “digital cameras”
    56. 56. Negative keywords
    57. 57. -security</li></ul>Create Initial List<br />Group Similar Words<br />Refine & Add Negatives<br />
    58. 58. Ad Text<br />Elements <br /><ul><li> Headline: Include keyword(s)
    59. 59. Description: Describe key benefits; Call to action
    60. 60. Display URL: Displays website URL
    61. 61. Destination URL: URL of landing page (not shown in ad text)</li></li></ul><li>Ad Text<br />Ad Targeting<br /><ul><li> Location & Language
    62. 62. Google Network
    63. 63. Google Search: Google.com only
    64. 64. Search Partners: Google products (Groups, Product Search) & search partners (i.e. AOL, Ask.com)
    65. 65. Display Network: Gmail, NYTimes, About.com, etc.
    66. 66. Internet Devices: Desktop, Laptop, Mobile</li></li></ul><li>Ad Text<br />Creating Successful Ads<br /><ul><li> Simple & enticing
    67. 67. Include prices & promotions
    68. 68. Use strong calls to action
    69. 69. Include main keywords in headline/description
    70. 70. Choose relevant landing pages
    71. 71. Test multiple ads to increase performance</li></li></ul><li>PPC Research & Management Tools<br />Keyword Research<br /><ul><li>Google Keyword Tool
    72. 72. WordTracker
    73. 73. Keyword Discovery
    74. 74. SEO Book</li></ul>PPC Management Tools<br /><ul><li>AdWords Editor
    75. 75. AdWords Reports
    76. 76. Bid Management Tools (i.e. SearchForce)</li></li></ul><li>Yahoo & Bing Search Alliance<br /><ul><li> Yahoo Search Marketing is transitioning to Microsoft AdCenter via the Search Alliance
    77. 77. All management will take place within AdCenter
    78. 78. Transition Date: Now – Holidays
    79. 79. AdCenter begins to power Yahoo PPC ads in fall 2010
    80. 80. Deadline: January 2011
    81. 81. Additional Information</li></li></ul><li>Resources<br />Publications<br /><ul><li>PPC Blog
    82. 82. PPC Hero
    83. 83. Sphinn</li></ul>Tutorials<br /><ul><li>AdWords Online Classroom
    84. 84. Yahoo: Fine Tune Your Account
    85. 85. Microsoft AdCenter Help</li></ul>PPC Case Studies<br /><ul><li>Formic Client PPC Case Studies</li></li></ul><li>About Formic Media<br />
    86. 86. Formic Services<br /> Formic Media’s pay-per-click (PPC) advertising services offer small and local businesses the ability to generate visibility within the “paid” search engine listings, utilizing PPC fundamentals and much more.<br /> Formic Media’s PPC process has been refined over 12 years and customized for small business.<br />
    87. 87. Formic Clients<br />
    88. 88. Up Next: Formic Media Seminar Series<br /> 9.08: Website Clinic<br /><ul><li>Live, real-time site reviews (audience volunteers)
    89. 89. Gain valuable insights/feedback</li></ul>Have you ever wondered why your site doesn’t perform like you think it should? Have you racked your brain and spent countless hours trying to understand how to increase your search engine rankings to drive more visits and sales? Curious as to why your social media efforts aren’t generating customers? As part of Formic Media’s free seminar series, the team will be hosting a free website clinic on September 8th to provide insight into all of these questions. The Formic team will take volunteers from the audience, and review their sites in real-time (or you can request a site review upon registration) to uncover valuable insights on how to increase your website traffic, sales/leads or increase social media engagement. Join us at Formic’s offices (300 NE Failing St., Portland, OR, 97212) for this must attend event. Visit our website for more details, and sign up now as space is limited.<br />http://www.formicmedia.com/seminars.php<br />
    90. 90. Questions?<br />Contact:<br />John McPhee<br />www.formicmedia.com<br />503-517-9059 x122| johnm@formicmedia.com<br />
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