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Google Pay Per Click (PPC) Workshop, IRUN Business Intelligence

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Online Workshop presented by IRUN Business Intelligence on Google Adwords, Pay Per Click Marketing

Online Workshop presented by IRUN Business Intelligence on Google Adwords, Pay Per Click Marketing

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  • 1. Welcome to IRUN Workshops For the benefit of all attendees please could you follow the guidelines below.
    • Reducing background noise…
    • If possible please can you mute your phone. If you are using a headset you can mute the online audio by right clicking on the handset symbol against your name in the list of attendees.
    • If unable to mute please keep background noise to a minimum.
    • If you are experiencing the following problems please close the call and reconnect;
    • You are unable to connect to the meeting
    • You cannot see the presenters screen
    • You cannot hear clearly.
    • There will be a Q&A session
    • during the final 10 minutes
  • 2. Google Pay Per Click Increase the traffic to your website and make your investment work for you…
  • 3. IRUN Workshops
    • Our objective is to improve your knowledge across a range of internet / business development topics.
    • This is intended to help you to make informed decisions when engaging with your chosen supplier or raise confidence if choosing to tackle ‘in house’.
    • Every Thursday: 9.30am.
  • 4. About IRUN…
    • Work with companies, clubs and charities of all sizes throughout the UK.
    • Local teams throughout the UK.
    • Provide a full range of business development / internet marketing applications.
    • www.irunsolutions.co.uk
  • 5. IRUN Workshop Series
    • Build & Manage Your Own Website
    • Website Design
    • Writing Effective Website Copy
    • Website Marketing
    • Search Engine Optimisation
    • Pay Per Click Advertising
    • Website Analytics
    • Contact Systems / Email Marketing
    FREE to attend every week Thurs @ 9.30am
  • 6. A request…
    • Please let us have your feedback.
    • If you feel able please let us have a testimonial .
      • Delivers a link back to your own website.
    • If you feel it is valuable please invite 2 other people to attend a future workshop.
    • You are welcome to attend future events .
  • 7. Testimonial example… Brilliant! By implementing the ideas and suggestions from the IRUN Pay Per Click workshop we have reduced our costs by 45% and now have much more targeted traffic to our website . Combined with the understanding of how we can use Google Analytics to monitor our websites performance I feel much more in control of our website and online marketing activity . It was also reassuring to know that a lot of the ideas I wanted to implement on the 'The Nice Cream Company' website were sensible and should help increase our rankings within Google .  I now feel that when I sit down with our web designer he won't be blinding me with science and I will have an understanding of what I need and what is achievable.  Thanks again!" Nicola & Fay,   The Nice Cream Company www.nicecreamcompany.com
  • 8.
    • Lead Generation - generating additional sales enquiries - prospects
    • Conversion - turning more prospects into - paying customers
    • Customer Retention - strengthen customer relationships - reduce attrition rates
    • Penetration, Up-sell, Cross-sell - Maximise sales to existing customers - make more profit
    • Business Process - Streamline to increase service or cut costs
    Your biggest challenges…
  • 9. Ultimately it’s about… ..contact from well qualified prospects ready to do business
  • 10. Internet presence…or not! Estimated 50% of businesses are ‘invisible ’ Estimated 30% of businesses are ‘embarrassed’ Estimated 10% of businesses with an ‘online brochure’ Estimated 10% of businesses with a ‘business development tool’
  • 11. Intelligent business… Attract Visitors in your Target Market Convert Visitors into Paying Clients Up-sell, Cross Sell Build and Retain Solicit for Referrals Number of Leads Generated Number of Leads Converted Monetary Value of 1 st Transaction Average Gross Profit Margin Number of Transactions per Year Number of Referrals Per Year / client Number of Years as a Client An Effective Website and Communications Strategy for Prospects An Effective Website That ‘Sells’ to the Target Market Professional Ongoing Communications Reminders and Reasons to Return to the Website Feedback Service Improvement Referrals Search Engine Marketing An Effective Website Website and communications strategy Search Engine Marketing An Effective Communications Strategy
  • 12. Appraisal of current position No web presence Out of date website Online listing ‘ Static’ brochure site Professional copy Interactive website Organic optimisation Paid for Traffic Integrated solution Optimised solution
  • 13. Consider this…
    • 76% of businesses with a web presence claim to get no commercial benefit from their investment .
  • 14. ‘ Cost’ vs ‘Investment’ No web presence Out of date website Online listing ‘ Static’ brochure site Professional copy Interactive website Organic optimisation Paid for Traffic Optimised solution Integrated solution BUSINESS COST BUSINESS INVESTMENT
  • 15. Pulling traffic to your site
    • Google Adwords
    • Search Engine Optimisation
    • Other PPCs
    • E-mail promotions
    • Affiliates
    • Banner ads
    • Press releases
    • Direct Mail
    • Print Advertising
  • 16. Why ‘Pay Per Click’
    • Pay only when searcher clicks on your listing and connects to your site (not each impression unless you chose on the content network).
    • Requires no changes to website.
    • Quick to implement.
    • Cost can be controlled.
    • Timing : Google AdWords ads engage potential customers at precisely the right moment — when users are actively searching for information related to your business. Your AdWords ads ensure that your website is only a single click away.
  • 17. ‘ Organic’ optimisation ‘ PPC’ 30% 70%
  • 18. Lets Get Started – what do I need to consider?
    • Website Objectives
    • What Keywords
    • Creating your Google Account
    • How do I construct my advert
    • How Do I construct my campaigns
    • What about the Landing Page
  • 19. Website Objectives… (Goals)
    • Download a brochure
    • Sign-up for a newsletter
    • Subscribe to a mailing list
    • Request a product sample
    • Book a sales consultation
    • Purchase a product
    • Book a service
    Sales Leads Prospects Suspects Web Page
  • 20. Planning & Preparation Understanding the language
    • Keyword Research is THE most important thing to do when starting a PPC Strategy.
    • If you keywords are too broad, it will cost you a lot of money. The cost per click (CPC) will be incredibly high compared to that of a more descriptive relevant keyword.
    • Don’t create a long list of poorly targeted keywords – don’t think broad is better, its better to identify a specific niche
    • – You must get targeted traffic that
    • you can convert
  • 21. To help the process…think about….
    • Who is your target audience?
    • Who uses the product? What might they be looking for?
    • How could you segment the audience?
    • Key words, symptoms, root causes, effects, associated issues and subjects?
    • What are your unique offerings – how can you rise above your competitors and zone in on keywords specific to you
    • What are your competitors doing?
  • 22. Keyword selection
  • 23. Keyword Matching Options
    • broad matches
    • phrase matches
    • exact matches
    • negative matches
  • 24. Keyword Matching Options Broad Match - This is the default option . If you include general keyword or keyword phrases (such as tennis shoes ) in your keyword list, your ads may appear when users search for tennis and shoes , in any order, and possibly along with other terms. For example, your ad may appear for the queries buy tennis shoes and tennis sneakers but not tennis players . If you always use a broad match you’ll be creating a higher CPC for yourself as they are less targeted words and your Google rank will be low, its not always the best or only option Source: Google
  • 25. Keyword Matching Options Phrase Match - If you enter your keyword in quotation marks, as in "tennis shoes", your ad will be displayed when a user searches on the phrase tennis shoes, in this order, and possibly with other terms in the query. In this case, the search can also contain other terms as long as it includes the exact phrase that you have specified. For example, your ad may be displayed for the queries buy tennis shoes and tennis shoes store but not shoes for tennis . Source: Google
  • 26. Keyword Matching Options Exact Match - If you surround your keywords in brackets, (such as [tennis shoes]) your ads will be displayed when users search for the specific phrase tennis shoes in this order and without any other terms in the query. For example, your ad will not be displayed for the query red tennis shoes . Although you will not receive as many impressions with exact matching, you will likely enjoy a higher click-through rate , because users searching for these terms are typically looking exactly for what you offer. Source: Google
  • 27. Keyword Matching Options Negative Keyword - You can use negative keywords to weed out irrelevant searches. To specify a negative keyword, place a negative sign (-) before the keyword. If your keyword is tennis shoes and you add the negative keyword -cheap , your ad will not be displayed when a user searches for cheap tennis shoes . You can apply this option for a keyword at both the Ad Group and campaign level. Do seriously consider using this option, it prevents a lot of unwanted traffic coming to your site Source: Google
  • 28. Creating an account
    • You will need to provide an email address, password and billing details i.e. Credit Card number.
    • You will be billed for a £5.00 (UK customers) initial setup fee.
    • Google will then bill you regularly once your ads start attracting clicks.
    • Further help can be obtained from the Google Adwords home page.
  • 29. Account structure
  • 30. Specify your ‘Daily Budget’
    • You can define the amount you wish to spend per day.
    • You can define how Google will display your ad, time and geography.
    • If you set your budget too low your ads will not always be visible.
  • 31. Create Your ‘Ad Groups’
    • Define your keywords, create your ad copy and decide on the maximum amount that you are willing to pay for each click.
    • If your keywords are too generic and not well targeted you can quickly spend a lot of money for little return.
    • Get it right and you could be reaching thousands of targeted customers in less than an hour .
  • 32. Creating an ad
  • 33. Building The Adverts
    • Google’s policies
    • There are a whole raft of rules that you have to keep to when building the ad. But don’t worry most are immediately apparent and if you fall foul, you are told and can make the necessary changes (superlative claims – we are the best, competitive claims – product superior – all text in CAPITALS)
    • Call to Action
    • Making the adverts work is the next issue….
  • 34. Creating your advert
    • Keyword relevance to Advert – do inject your keywords into the advert and make sure every word starts with a Capital Letter.
    • Advert relevance to Landing Page – do make sure the visitor can understand exactly what to expect when they click on the Ad
    • Landing Page relevance to Keyword – don’t send them to your home page, the landing page must contain what they expect
    • Don’t create just a single ad group, make sure you have multiple ones
  • 35. Splitting Up the Keywords – for example
    • Ad Group 1
    • Hockey Sticks
    • Field Hockey Sticks
    • Junior Hockey Sticks
    • Hockey Sticks for Sale
    • Ad Group 2
    • Hockey Gloves
    • Junior Hockey Gloves
    • Hockey Glove
    • Hockey Glove for Sale
    So you can see very quickly how your ad groups will multiply, if you were a sports shop you would then complete this process for football, tennis, rugby etc.
  • 36. Have multiple campaigns
  • 37. Targeting the Campaigns
    • Geographic Targeting
    • You can target a Google campaign to just about any geographic area in the UK you want. (or outside of the UK if you want – in almost any language)
    • Keyword Targeting
    • By including a town / city name like Oxford in a keyword phrase, you can show the ad to all of the UK
  • 38. The Search and Content Networks
    • The Search Network
    • This is formed by the Search Engines Google, AOL, Ask and some other minor partners.
    • The Content Network
    • These sites are sites that allow Google to display ads, the exact ads being shown being decided upon by Google (they examine the sites content)
    • Placement Targeting : you can chose the websites you want your ad to appear on the benefit is Reach customers early in the advertising cycle, with ads designed to increase awareness or to promote a brand
  • 39. Have multiple Adverts for Each Group
    • Do make use of Adserve Your ads will rotate if you have multiple ads within an ad group in 2 ways
    • Optimise - Optimized ad serving delivers ads with higher clickthrough rates (CTRs) into the ad auction more often than other ads in the ad group - your ad group will likely receive more impressions and clicks overall
    • Rotate - Rotated ad serving delivers ads more evenly into the auction
  • 40.
    • Popular Internet Terms
    • 3 page guide–Free PDF Download
    • Complex Words–Simple Definitions
    • www.bb-elec.com
    Popular Internet Terms Complex Words–Simple Definitions 3 page guide–Free PDF Download www.bb-elec.com 0.1% CTR, (Click Through Ratio) 3.6% CTR 36 x the response rate What’s the difference, which works best
  • 41. Landing Pages
    • These are the key to success…
    • With organic listings, it is the Search Engines that decide which page of a site the user is going to be delivered to.
    • But with PPC you can decide and build pages that are really very specific and targeted.
  • 42. Creating an ad
  • 43. Google TM Adwords
  • 44. Google TM Adwords
  • 45. Getting Clicks for Less – Your Ad Rank
    • Understanding the Google Quality Score System (0ver 1000 impressions)
    • Keyword relevance to Advert – do inject your keywords into the advert and make sure every word starts with a Capital Letter.
    • Advert relevance to Landing Page – do make sure the visitor can understand exactly what to expect when they click on the Ad
    • Landing Page relevance to Keyword – don’t send them to your home page must contain what they expect
    • Max CPC - CTR % Rate - Campaign History
  • 46. Your Page Rank
  • 47. Analytics
    • Analytics are the key to understanding what is really going on.
    • Once you have established an Adwords account you can access the Google Analytics tracking code to add to your website. Do create Goals in your analytics so that you can gauge your success
  • 48. Bear in mind…
    • Relevance:
      • Search – Advert – Landing Page – Content – Action!
    • Avoid general or non productive keywords.
    • Consider a keyword management service.
    • Do you really need to be Number 1?
    • Compulsive ‘clickers’ can run up the costs.
    • Watch out for ‘click fraud’ and report it.
  • 49. Pay Per Click
    • Potential to drive traffic to your site in a matter of minutes.
    • Pay only if a ‘prospect’ actively engages with your advert.
    • Can be extremely cost effective.
    • Needs to be actively managed.
    • As a bought in service .
      • Keyword research
      • Campaign set-up
      • Click costs
      • Management fees
    • Google offers
  • 50. Intelligent business… Attract Visitors in your Target Market Convert Visitors into Paying Clients Up-sell, Cross Sell Build and Retain Solicit for Referrals Number of Leads Generated Number of Leads Converted Monetary Value of 1 st Transaction Average Gross Profit Margin Number of Transactions per Year Number of Referrals Per Year / client Number of Years as a Client An Effective Website and Communications Strategy for Prospects An Effective Website That ‘Sells’ to the Target Market Professional Ongoing Communications Reminders and Reasons to Return to the Website Feedback Service Improvement Referrals Search Engine Marketing An Effective Website Website and communications strategy Search Engine Marketing An Effective Communications Strategy
  • 51. IRUN Workshop Series
    • Build & Manage Your Own Website
    • Website Design
    • Writing Effective Website Copy
    • Website Marketing
    • Search Engine Optimisation
    • Pay Per Click Advertising
    • Website Analytics
    • Contact Systems / Email Marketing
    FREE to attend every week Thurs @ 9.30am
  • 52. Request
    • Please let us have your feedback.
    • If you feel able please let us have a testimonial .
      • Delivers a link back to your own website.
    • If you feel it is valuable please invite 2 other people to attend a future workshop.
    • You are welcome to attend future events
    • Want to know more about the IRUN opportunity?
  • 53. Special Offer for Seminar Attendees Save £100 on an IRUN Internet Marketing review
    • Offer Price: £149
    • Standard Price: £249
    • In return you would receive:
      • Email Copies of: IRUN Maximising Your Internet Investment IRUN Website Development Guide
      • Time spent reviewing website
      • Online meeting (1 Hour) internet marketing / website review
      • Confirmation of key actions via email
  • 54. Thank you