BYU Pay Per Click Marketing Lecture Series

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Marketing Lecture Series presentation done at Brigham Young University on Pay Per Click Advertising.

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BYU Pay Per Click Marketing Lecture Series

  1. 1. Paid Per Click Advertising Presented by: Ryan Mower
  2. 2. Presentation Outline Introduction to Networks & Remarketing1 2 3 4 5 Introduction to AdWords Keyword Planner Workshop Advanced AdWords Settings The Future of PPC
  3. 3. Networks • Search Network – Google • Search Partners • AOL.com • Ask.com • CNN.com SERP = Search Engine Results Page
  4. 4. Networks • Display Network Publishers Advertisers
  5. 5. Display Network
  6. 6. Remarketing • Re-Engage people who are interested in your product or service.
  7. 7. AdWords • Google’s main advertising product & main source of revenue. • Google’s advertising revenues in 2012 were $42.5 Billion. Total revenue for 2012 $50.2 Billion.
  8. 8. AdWords Account Structure
  9. 9. Ad Groups Example Account Setup Best Shoe Company Red Shoes Blue Shoes Green Shoes Gray Shoes Account Campaigns Kwds Ads Kwrds Ads Kwrds Ads Kwrds Ads
  10. 10. Ads Headline – 25 Characters Line 1 – 35 Characters Line 2 – 35 Characters Display URL – 35 Characters Destination URL
  11. 11. Keywords • Keyword Match Types – Broad match allows your ad to show for searches on similar phrases and relevant variations. – “Phrase” match allows your ad to show only for searches that include the exact phrase, or close variations of that exact phrase, with additional words before or after. – [Exact] match allows your ad to show only for searches that use that exact phrase, or close variations of that exact phrase, and no other words. • Negative Keywords – Ensures that your ad doesn’t show for any search that includes that term.
  12. 12. Keyword Planner Keyword Tool has changed to the Keyword Planner
  13. 13. Advanced AdWords Settings • Ad Extensions – Location Extensions – Call Extensions – Offer Extensions – Sitelinks Extensions – Social Extensions
  14. 14. Advanced AdWords Settings • Product Listing Ads • Ad Delivery/Rotation • Ad Scheduling • Location Bidding • Devices - Mobile
  15. 15. Future of PPC NEW Paid & Organic Report in Google AdWords – August 22, 2013 New Ad Extensions & Customizations

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