Your SlideShare is downloading. ×
Pay Per Click Advertising Explained
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Pay Per Click Advertising Explained

2,405
views

Published on

Creating and managing Google, YouTube, Facebook and Yahoo pay per click advertising, PPC, campaigns can be extremely rewarding for marketers and advertising agencies. Here's how it's done. Online …

Creating and managing Google, YouTube, Facebook and Yahoo pay per click advertising, PPC, campaigns can be extremely rewarding for marketers and advertising agencies. Here's how it's done. Online marketing made simple.

Published in: Marketing, Technology, Design

0 Comments
13 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,405
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
13
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Presents: “If It’s Not Working For You, You’re Doing It Wrong!” Harnessing the Proven, Unmistakable, Incomparable Power of the Click  Search Engine Marketing Tutorial Thursday, January 16, 2014
  • 2. Goals of Webinar Introduction to Search Engine Marketing Thursday, January 16, 2014
  • 3. Goals of Webinar Learn the basics of SEM (Search Engine Marketing) using Google AdWords, Facebook, YouTube, and Analytics. Introduction to Search Engine Marketing Thursday, January 16, 2014
  • 4. Goals of Webinar Learn the basics of SEM (Search Engine Marketing) using Google AdWords, Facebook, YouTube, and Analytics. Learn how to write effective ads on AdWords Introduction to Search Engine Marketing Thursday, January 16, 2014
  • 5. Goals of Webinar Learn the basics of SEM (Search Engine Marketing) using Google AdWords, Facebook, YouTube, and Analytics. Learn how to write effective ads on AdWords Learn the advantages of a keyword strategy and quality keywords. Introduction to Search Engine Marketing Thursday, January 16, 2014
  • 6. Goals of Webinar Learn the basics of SEM (Search Engine Marketing) using Google AdWords, Facebook, YouTube, and Analytics. Learn how to write effective ads on AdWords Learn the advantages of a keyword strategy and quality keywords. Learn the effectiveness of Marketing on different platforms Introduction to Search Engine Marketing Thursday, January 16, 2014
  • 7. Goals of Webinar Learn the basics of SEM (Search Engine Marketing) using Google AdWords, Facebook, YouTube, and Analytics. Learn how to write effective ads on AdWords Learn the advantages of a keyword strategy and quality keywords. Learn the effectiveness of Marketing on different platforms Learn how to USE the information from Google Analytics to your advantage. Introduction to Search Engine Marketing Thursday, January 16, 2014
  • 8. Agenda Overview •Foundations of SEM •Advantages of Search Engine Marketing over other marketing outlets •Signing in to AdWords for the first time •Key Features and Capabilities •Understanding basics of account structure Keyword Strategy •Learn ideas and see building tools •Learn how to create a quality keywords list Creating Effective Ads •Learn methods •Understand Googles Guidelines Marketing on different Platforms •Learn the qualities of different marketing sites (Facebook, YouTube, etc.) Introduction to Search Engine Marketing Thursday, January 16, 2014
  • 9. Did You Know? Google Display Network is the largest marketing network online reaching more than 80% of the global internet users and serving more than 6 BILLION ad impressions each day across hundreds of thousands of websites. Introduction to Google AdWords Thursday, January 16, 2014
  • 10. Overview Fun Fact: Search Engine Marketing accounts for 20 percent of all advertising dollars spent (Forrester 2013). Introduction to Google AdWords Thursday, January 16, 2014
  • 11. Overview Fun Fact: Search Engine Marketing accounts for 20 percent of all advertising dollars spent (Forrester 2013). Google ALONE has around 63% market share in the Search Engine Marketing industry. This includes Google Search, Google Display, and video marketing. Introduction to Google AdWords Thursday, January 16, 2014
  • 12. Advantages: Why is it Important? Introduction to Google AdWords Thursday, January 16, 2014
  • 13. Advantages: Why is it Important? Relevance: Highly targeted approach towards marketing. Your ad is displayed to only those people who are searching for products/services which you want to market. Introduction to Google AdWords Thursday, January 16, 2014
  • 14. Advantages: Why is it Important? Relevance: Highly targeted approach towards marketing. Your ad is displayed to only those people who are searching for products/services which you want to market. Conversion Vs. Exposure: Advertisers have to pay when a prospect clicks on their ads and there is no charge for displaying your ad on a search engine. Thus, emphasis is given on conversion and not exposure Introduction to Google AdWords Thursday, January 16, 2014
  • 15. Advantages: Why is it Important? Relevance: Highly targeted approach towards marketing. Your ad is displayed to only those people who are searching for products/services which you want to market. Conversion Vs. Exposure: Advertisers have to pay when a prospect clicks on their ads and there is no charge for displaying your ad on a search engine. Thus, emphasis is given on conversion and not exposure Control: Ability to measure conversions, costs per conversions, manage daily budget and measure ad performance allows more control over your marketing efforts. Introduction to Google AdWords Thursday, January 16, 2014
  • 16. Advantages: Why is it Important? Relevance: Highly targeted approach towards marketing. Your ad is displayed to only those people who are searching for products/services which you want to market. Conversion Vs. Exposure: Advertisers have to pay when a prospect clicks on their ads and there is no charge for displaying your ad on a search engine. Thus, emphasis is given on conversion and not exposure Control: Ability to measure conversions, costs per conversions, manage daily budget and measure ad performance allows more control over your marketing efforts. Simplicity: Do-it-yourself model allows small businesses to start marketing campaigns without the huge overhead cost associated with traditional marketing campaigns Introduction to Google AdWords Thursday, January 16, 2014
  • 17. Definitions PPC: Pay-Per-Click, the pricing model an advertiser gets charged each time a user clicks on the ad. CPC: Cost-Per-Click, the amount you will pay for a single click on your ad. Creative: Ad content, what the ad actually looks like. SERP: Search Engine Results Page Impressions: The number of times the ad has been seen by CTR: Click-Through-Rate, the number of clicks an ad receives divided by the number of times that ad has appeared in a given time. Google Content Network: Google’s partner network (websites, blogs, etc.) where AdWords ads can displayed based on content themes rather than specific keywords. Introduction to Google AdWords Thursday, January 16, 2014
  • 18. Definitions Ad Rank: The order in which your ad appears based on the keyword bid and quality score on SERP. Quality Score: A numerical score assigned by Google AdWords utilized in their PPC platform. The Quality Score is determined by an ad’s CTR, Keyword Relevance, Landing Page Relevance, and other factors. Combining the ad’s Quality score with your maximum CPC and advertiser competitiveness determines your ad’s position and what you end up paying per click. Click: How many times someone clicked on your ad to visit your site Avg. CPC: The average amount paid each time an ad is clicked. (Cost of clicks / # of clicks) Avg. Position: Average position an ad appears in SERP when that keyword is searched. 2.4 means the ad is averaging between position 2 and position 3. Max. CPC: Denotes the most you are willing to pay for one click on your ad. This does NOT mean you will actually pay that amount. Factors such as Quality Score and competition will play a factor. Introduction to Google AdWords Thursday, January 16, 2014
  • 19. Organic vs Paid Introduction to Google AdWords Thursday, January 16, 2014
  • 20. Organic vs Paid Search engines rely on complex ranking algorithms to decide the search results rank of any web site. This process is dynamic and rankings are continuously updated. Introduction to Google AdWords Thursday, January 16, 2014
  • 21. Organic vs Paid Search engines rely on complex ranking algorithms to decide the search results rank of any web site. This process is dynamic and rankings are continuously updated. Search engines also use spiders or web crawlers to gather information about your site and bring it back to be analyzed by a powerful central engine Introduction to Google AdWords Thursday, January 16, 2014
  • 22. Organic vs Paid Search engines rely on complex ranking algorithms to decide the search results rank of any web site. This process is dynamic and rankings are continuously updated. Search engines also use spiders or web crawlers to gather information about your site and bring it back to be analyzed by a powerful central engine SEO Search Engine Optimization refers to a diverse set of activities that you can perform to your website to increase the number of desirable visitors who come to your web site via search engines which is also referred to as organic medium Introduction to Google AdWords Thursday, January 16, 2014
  • 23. Organic vs Paid Search engines rely on complex ranking algorithms to decide the search results rank of any web site. This process is dynamic and rankings are continuously updated. Search engines also use spiders or web crawlers to gather information about your site and bring it back to be analyzed by a powerful central engine SEO Search Engine Optimization refers to a diverse set of activities that you can perform to your website to increase the number of desirable visitors who come to your web site via search engines which is also referred to as organic medium In contrast to organic medium, a paid medium is one in which you are paying to bring visitors to your site Lets see some examples.... Introduction to Google AdWords Thursday, January 16, 2014
  • 24. Thursday, January 16, 2014
  • 25. Paid Thursday, January 16, 2014
  • 26. Paid Organic Thursday, January 16, 2014
  • 27. Thursday, January 16, 2014
  • 28. Paid Paid Thursday, January 16, 2014
  • 29. Signing up with AdWords Signing up is EASY! https://adwords.google.com/um/Welcome/Home Introduction to Google AdWords Thursday, January 16, 2014
  • 30. Thursday, January 16, 2014
  • 31. Thursday, January 16, 2014
  • 32. Thursday, January 16, 2014
  • 33. Thursday, January 16, 2014
  • 34. Google Search Network Introduction to Google AdWords Thursday, January 16, 2014
  • 35. Google Search Network Introduction to Google AdWords Thursday, January 16, 2014
  • 36. Google Search Network Introduction to Google AdWords Thursday, January 16, 2014
  • 37. Introduction to Google AdWords Thursday, January 16, 2014
  • 38. Introduction to Google AdWords Thursday, January 16, 2014
  • 39. Introduction to Google AdWords Thursday, January 16, 2014
  • 40. Introduction to Google AdWords Thursday, January 16, 2014
  • 41. Introduction to Google AdWords Thursday, January 16, 2014
  • 42. Introduction to Google AdWords Thursday, January 16, 2014
  • 43. Introduction to Google AdWords Thursday, January 16, 2014
  • 44. Introduction to Google AdWords Thursday, January 16, 2014
  • 45. Thursday, January 16, 2014
  • 46. Thursday, January 16, 2014
  • 47. Thursday, January 16, 2014
  • 48. Introduction to Google AdWords Thursday, January 16, 2014
  • 49. Introduction to Google AdWords Thursday, January 16, 2014
  • 50. Keyword Strategy Keywords Campaign Status Max CPC Introduction to Google AdWords Thursday, January 16, 2014 Quality Score
  • 51. Introduction to Google AdWords Thursday, January 16, 2014
  • 52. Introduction to Google AdWords Thursday, January 16, 2014
  • 53. Introduction to Google AdWords Thursday, January 16, 2014
  • 54. Introduction to Google AdWords Thursday, January 16, 2014
  • 55. Introduction to Google AdWords Thursday, January 16, 2014
  • 56. Introduction to Google AdWords Thursday, January 16, 2014
  • 57. Introduction to Google AdWords Thursday, January 16, 2014
  • 58. Introduction to Google AdWords Thursday, January 16, 2014
  • 59. Introduction to Google AdWords Thursday, January 16, 2014
  • 60. Introduction to Google AdWords Thursday, January 16, 2014
  • 61. Introduction to Google AdWords Thursday, January 16, 2014
  • 62. Introduction to Google AdWords Thursday, January 16, 2014
  • 63. Introduction to Google AdWords Thursday, January 16, 2014
  • 64. Introduction to Google AdWords Thursday, January 16, 2014
  • 65. Introduction to Google AdWords Thursday, January 16, 2014
  • 66. Introduction to Google AdWords Thursday, January 16, 2014
  • 67. Introduction to Google AdWords Thursday, January 16, 2014
  • 68. Introduction to Google AdWords Thursday, January 16, 2014
  • 69. Introduction to Google AdWords Thursday, January 16, 2014
  • 70. Targeting Ads in the Google Display Network Cube Introduction to Google AdWords Thursday, January 16, 2014
  • 71. Targeting Ads in the Google Display Network Leader Board Cube Introduction to Google AdWords Thursday, January 16, 2014
  • 72. Targeting Ads in the Google Display Network For the Display Network, the two best performing size ads are 300x250 (cube) and 728x90 (Leader Board) Leader Board Cube Introduction to Google AdWords Thursday, January 16, 2014
  • 73. Thursday, January 16, 2014
  • 74. Thursday, January 16, 2014
  • 75. Thursday, January 16, 2014
  • 76. Targeting Ads in the Google Display Network Introduction to Google AdWords Thursday, January 16, 2014
  • 77. Targeting Ads in the Google Display Network General Displays on the Google Network are great ways to get the attention of internet users, and generally get more impressions then search ads. Introduction to Google AdWords Thursday, January 16, 2014
  • 78. Targeting Ads in the Google Display Network General Displays on the Google Network are great ways to get the attention of internet users, and generally get more impressions then search ads. These Display ads can lead visitors to the site you determine, where a REMARKETING PIXEL can be placed on their computer for remarketing and targeting later. Introduction to Google AdWords Thursday, January 16, 2014
  • 79. Targeting Ads in the Google Display Network General Displays on the Google Network are great ways to get the attention of internet users, and generally get more impressions then search ads. These Display ads can lead visitors to the site you determine, where a REMARKETING PIXEL can be placed on their computer for remarketing and targeting later. Introduction to Google AdWords Thursday, January 16, 2014
  • 80. Targeting Ads in the Google Display Network Introduction to Google AdWords Thursday, January 16, 2014
  • 81. Targeting Ads in the Google Display Network Introduction to Google AdWords Thursday, January 16, 2014
  • 82. Targeting Ads in the Google Display Network Introduction to Google AdWords Thursday, January 16, 2014
  • 83. Targeting Keywords in the Google Display Network Introduction to Google AdWords Thursday, January 16, 2014
  • 84. Targeting Keywords in the Google Display Network Introduction to Google AdWords Thursday, January 16, 2014
  • 85. Targeting Keywords in the Google Display Network Introduction to Google AdWords Thursday, January 16, 2014
  • 86. Targeting Websites in the Google Display Network Introduction to Google AdWords Thursday, January 16, 2014
  • 87. Remarketing: Costs and Impressions ` Introduction to Google AdWords Thursday, January 16, 2014
  • 88. AdWords Ad Extensions Introduction to Google AdWords Thursday, January 16, 2014
  • 89. AdWords Ad Extensions Introduction to Google AdWords Thursday, January 16, 2014
  • 90. Summing up the Display Network page: Display ads and Remarketing ads are the most powerful tool on the Google Network. Search ads give the best CTR and interested clicks DO IT. Introduction to Google AdWords Thursday, January 16, 2014
  • 91. FaceBook Marketing Introduction to Google AdWords Thursday, January 16, 2014
  • 92. FaceBook Marketing Introduction to Google AdWords Thursday, January 16, 2014
  • 93. FaceBook Marketing Introduction to Google AdWords Thursday, January 16, 2014
  • 94. FaceBook Marketing Introduction to Google AdWords Thursday, January 16, 2014
  • 95. Introduction to Facebook Marketing Thursday, January 16, 2014
  • 96. Facebook News Feed Ad Facebook Right Column Ad Introduction toto Google AdWords Introduction Facebook Marketing Thursday, January 16, 2014
  • 97. Introduction toto Google AdWords Introduction Facebook Marketing Thursday, January 16, 2014
  • 98. YouTube You know those annoying YouTube video you have to watch before watching the video you DO want to watch? Yea, do those too. Introduction to YouTube Marketing Thursday, January 16, 2014
  • 99. YouTube You know those annoying YouTube video you have to watch before watching the video you DO want to watch? Yea, do those too. And you know what? They actually WORK! Introduction to YouTube Marketing Thursday, January 16, 2014
  • 100. YouTube In-Stream Introduction to YouTube Marketing Thursday, January 16, 2014
  • 101. YouTube In-Display Thursday, January 16, 2014
  • 102. YouTube In-Display Thursday, January 16, 2014
  • 103. YouTube In-Display Thursday, January 16, 2014
  • 104. YouTube In - Search Introduction to YouTube Marketing Thursday, January 16, 2014
  • 105. YouTube In - Search Introduction to YouTube Marketing Thursday, January 16, 2014
  • 106. YouTube In - Search Introduction to YouTube Marketing Thursday, January 16, 2014
  • 107. YouTube Campaign Analytics Introduction to YouTube AdWords Introduction to Google Marketing Thursday, January 16, 2014
  • 108. YouTube Campaign Analytics Introduction to YouTube AdWords Introduction to Google Marketing Thursday, January 16, 2014
  • 109. Google Analytics Why Use Analytics? Introduction to Google Analytics Thursday, January 16, 2014
  • 110. Google Analytics Why Use Analytics? Track New and returning visitors on your site Introduction to Google Analytics Thursday, January 16, 2014
  • 111. Google Analytics Why Use Analytics? Track New and returning visitors on your site See what brought customers to your site Introduction to Google Analytics Thursday, January 16, 2014
  • 112. Google Analytics Why Use Analytics? Track New and returning visitors on your site See what brought customers to your site See where visitors are going on your site Introduction to Google Analytics Thursday, January 16, 2014
  • 113. Google Analytics Why Use Analytics? Track New and returning visitors on your site See what brought customers to your site See where visitors are going on your site Track how many forms are submitted Introduction to Google Analytics Thursday, January 16, 2014
  • 114. Introduction to Google Analytics Thursday, January 16, 2014
  • 115. Introduction to Google Analytics Thursday, January 16, 2014
  • 116. Introduction to Google Analytics Thursday, January 16, 2014
  • 117. Introduction to Google Analytics Thursday, January 16, 2014
  • 118. Google Analytics Track the traffic throughout your site Introduction to Google Analytics Thursday, January 16, 2014
  • 119. Google Analytics Track the traffic throughout your site Introduction to Google Analytics Thursday, January 16, 2014
  • 120. Google Analytics Track the traffic throughout your site Introduction to Google Analytics Thursday, January 16, 2014
  • 121. Google Analytics Track the traffic throughout your site Introduction to Google Analytics Thursday, January 16, 2014
  • 122. Google Analytics Event Tracking Forms  _gaq.push(['_trackEvent', 'Forms', 'Submit', 'Bariatric Question']) Introduction to Google Analytics Thursday, January 16, 2014
  • 123. Google Analytics Event Tracking Forms  _gaq.push(['_trackEvent', 'Forms', 'Submit', 'Bariatric Question']) Introduction to Google Analytics Thursday, January 16, 2014
  • 124. Google Analytics Event Tracking Forms  _gaq.push(['_trackEvent', 'Forms', 'Submit', 'Bariatric Question']) Introduction to Google Analytics Thursday, January 16, 2014
  • 125. Marketing Recap Introduction to Search Engine Marketing Thursday, January 16, 2014
  • 126. Marketing Recap Google AdWords Search and Display Ad creation and Remarketing. Introduction to Search Engine Marketing Thursday, January 16, 2014
  • 127. Marketing Recap Google AdWords Search and Display Ad creation and Remarketing. Facebook marketing, Analytics, and ease of use. Introduction to Search Engine Marketing Thursday, January 16, 2014
  • 128. Marketing Recap Google AdWords Search and Display Ad creation and Remarketing. Facebook marketing, Analytics, and ease of use. YouTube marketing, in-video displays, side displays, and search displays Introduction to Search Engine Marketing Thursday, January 16, 2014
  • 129. Marketing Recap Google AdWords Search and Display Ad creation and Remarketing. Facebook marketing, Analytics, and ease of use. YouTube marketing, in-video displays, side displays, and search displays Analytics - The POWER of numbers Introduction to Search Engine Marketing Thursday, January 16, 2014
  • 130. Marketing Recap Google AdWords Search and Display Ad creation and Remarketing. Facebook marketing, Analytics, and ease of use. YouTube marketing, in-video displays, side displays, and search displays Analytics - The POWER of numbers Goal Setting and Form Tracking Introduction to Search Engine Marketing Thursday, January 16, 2014
  • 131. Any Questions? For a copy of this presentation, please email cfalls@demicooper.com Introduction to Search Engine Marketing Thursday, January 16, 2014

×