Ppc 101   class 1.2
Upcoming SlideShare
Loading in...5
×
 

Ppc 101 class 1.2

on

  • 472 views

Introduction to Pay-Per-Click advertising with Giuseppe Frustaci.

Introduction to Pay-Per-Click advertising with Giuseppe Frustaci.

Statistics

Views

Total Views
472
Views on SlideShare
472
Embed Views
0

Actions

Likes
0
Downloads
8
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Ppc 101   class 1.2 Ppc 101 class 1.2 Presentation Transcript

  • Pay-Per-Click 101What can it do for me? Should I bother?
  • Who Is This Guy?• Giuseppe “G” Frustaci – Server, not Guru• Startup After College – Marketing at scale = $$$• iProspect and Catalyst – Staples, P&G, Novartis • $4M - $10M Budgets. Obscene Revenue • Focus on Testing & Data Analytics
  • Agenda• Basic Vocab: This will be on the final• Strategy : How can PPC help my business?• Should I Bother? – Search Advertising – Display Advertising• Free Money• Homework View slide
  • Vocab: Banner Advertising View slide
  • Vocab: Search Advertising• SEM: Search Engine Marketing• Search Networks: Google, Yahoo, MSN• PPC: Pay-Per-Click• How does it work? – User searches for: Mercedes 300 SL Roadster
  • Vocab: Search Advertising
  • Conversion Funnel
  • Strategy : Awareness• Display Network – Potential Customers Don’t Know about You – Targeting : Content Networks • Websites that publish content or Web-based Tools
  • See Content, See Content Run
  • Conversion Funnel
  • Strategy : (Re)Consideration• Remarketing – Reengage your Website Visitors • 6 to 12 Impressions to be remembered – AKA: Stalking – DO THIS – If you want people to remember you and visit STOP WHAT YOU’RE DOING again • Good Examples: WarbyParker.com, Fab.com, Gilt.com Set this up IMMEDIATELY! • Graphics-based Ads (don’t bother with text) • Vertical Ads get more eyeball time • But do all of the sizes anyway
  • Strategy : (Re)Consideration
  • Strategy : (Re)Consideration
  • Strategy: Consideration(s)• Message Testing – New Product – New Features – Benefits – Specials, Deals, Discounts• Basic Question – Is my Ad Messaging resonating? – Are they engaging/converting on my site?
  • Conversion Funnel
  • Conversion Intent• Search Engines• Keywords Related to your business – Problem or Pleasure – Product/Service Category – Product/Service Name – Competitors • Trademark Issues: Keyword is OK, Ad Copy is Not • Buy, Upgrade, Hate, Technical Support, Problems – Brand & Misspellings
  • Should I bother with Search?• Keyword Research Tool – See potential performance – Related Keywords• Should I Bother? – Are people searching for my products? – Is this demand significant?• If Yes, Basic Campaign – Purpose: Learning Your Customer’s Language
  • Should I bother with Search?• Learning About Your Customers with Search – Keyword: Tennis Shoes – Start on “Exact” Match • Shows up for: Tennis Shoes • Doesn’t for: Anything else, no matter how similar – Move to “Phrase” Match • Shows up for: Red Tennis Shoes, Tennis Shoes Sale • Doesn’t for: Shoes for Tennis, Tennis Sneakers – If you have $$$, “Broad Match • Shows up for: Best Shoes for Tennis, Running Shoes • Doesn’t show up for: Spaghetti Monster, Pink Tutu – http://support.google.com/adwords/bin/answer.py?hl=en&ans wer=2497836• Search Query Report – What terms did people search for when the saw your ad? – http://www.youtube.com/watch?v=QnUs9JFKl_g
  • Should I bother with Search?• Ad Copy – http://certifiedknowledge.org/blog/an-endless- supply-of-adwords-ads-for-your-split-test- experiments/ – http://www.netargument.com/2011/07/19bold- ideas-for-writing-google-adwords.html – Starting Out, Anything Goes • The Goal is understanding customer language
  • Should I Bother with Display?• Link: How to Build a Display Campaign• Tips – Unique Campaigns per effort • Topics, Interests, Keywords, Remarketing – Graphics-based Display Ads work best – Vertical Ads get the most eyeball time• Building your ads – Google has a (fairly decent) Free Tool http://www.google.com/ads/displaynetwork/pla n-creative-campaigns/display-ad-builder.html
  • Free Money• Come to my class on June 16th – $250 in Google, MSN, and Facebook credits• Set up accounts, then wait – Analytics – 1and1.com, Godaddy – Gmail – Adwords – Google it
  • Homework• Set up a Google Adwords Account – If you get lost, call Google• Keyword Research Tool – Just brainstorm. Export the results file• Find display ads for your competitors – Or companies selling to the same customers – Save the images • Ctrl Shift PrtSc