Introduction to PPC by Brandon Hess [Metrics Marketing Bootcamp]

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An introduction to PPC and AdWords by Trada's account manager, Brandon Hess.

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

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  • Discuss high-level overview of what Google Adwords and PPC is for those that may not have used/interacted with this channel before.·         Introduction to topic (basic ideas, terms, concepts) – no more than 5 mins·         How to use this from a metrics standpoint – 5 mins·         Rule of thumb metrics (2% conversion rate is industry standard in PPC, etc..) – 5 mins·         Tips and Tricks for hitting/tracking/driving your CPA/metrics with this tool – 5 mins
  • Discuss high-level overview of what Google Adwords and PPC is for those that may not have used/interacted with this channel before.·         Introduction to topic (basic ideas, terms, concepts) – no more than 5 mins·         How to use this from a metrics standpoint – 5 mins·         Rule of thumb metrics (2% conversion rate is industry standard in PPC, etc..) – 5 mins·         Tips and Tricks for hitting/tracking/driving your CPA/metrics with this tool – 5 mins
  • Key Metrics & JargonCost Per Click (CPC)Max CPC you’re willing to pay.Actual CPC it cost you post-click.Click Thu Rate (CTR)Clicks / Impressions = CTR (%)ConversionsLeads, Purchases, Registrations, Downloads, etc.Conversion Rate (CR)Conversions / Clicks = Conversion Rate (%)Quality Score (QS)Relevance of keywords > ads > your landing page.
  • Mastering AdWordsAdWords Small Business Center Small business focused resource guide.google.com/adwords/smallbusinesscenterAdWords Learning CenterTraining lessons & videos .google.com/adwords/onlineclassroomAdWords CertificationIndividual / Company Certification.google.com/adwords/professionals/Adwords.blogspot.comGoogle’s Adwords blog.
  • Introduction to PPC by Brandon Hess [Metrics Marketing Bootcamp]

    1. 1. Google Adwords<br />Brandon Hess | bhess@trada.com | @brandonhess<br />
    2. 2. What is Google Adwords?<br />Pay Per Click (PPC) Advertising<br />Google’s online advertising platform.<br />Auction-based advertising engine.<br />Max Bid Price<br />Quality Score<br />Create text-ads & choose keywords.<br />User searches one of your keywords.<br />Your ad may display alongside search results.<br />Interested customers click on your ad.<br />Advertising to a targeted audience.<br />Real-time tracking of return on investment (ROI)<br />
    3. 3. Where do my text ads show up? <br />
    4. 4. Where do my text ads show up? <br />
    5. 5. Where do my text ads show up? <br />
    6. 6. Where do my text ads show up? <br />1<br />4<br />2<br />5<br />3<br />6<br />7<br />8<br />9<br />10<br />
    7. 7. Where else can I advertise on Adwords?<br />Google Search Network<br />Ads display on engines powered by Google<br />Ask.com<br />AOL<br />Google Display Network<br />Contextual targeting<br />Target blogs, content sites by keyword.<br />Placement targeting<br />Target specific news sites, videos, mobile, etc.<br />Re-targeting<br />Target users that have already visited key sites.<br />
    8. 8. Performance based advertising<br />Set Your Own Budget<br />No Budget Minimums.<br />Set your own daily budgets. <br />Set your own maximum cost per click (CPC).<br />$5 daily budget + $0.25 Max CPC = 20 clicks/day.<br />Pay Per Click<br />Charged when someone clicks your ad.<br />Control your own bids (Max CPC).<br />Focus on relevance.<br />Cheaper costs.<br />Smarter use of budget.<br />
    9. 9. Relationships to know<br />Keywords<br />The term or phrase you bid on.<br />Know your customers & research their search habits.<br />Ads<br />The ad displayed when a user searches a keyword.<br />Headline, Description, Display URL, Destination URL<br />Ad Groups<br />The high-level grouping of keywords & ads.<br />Group based on relevance.<br />Multiple keywords & ads per Ad Group.<br />Cinnamon Roll Ad Group<br />cinnamon rolls<br />“cinnamon rolls”<br />[cinnamon rolls]<br />Do you like happiness?<br />Cinnamon rolls cures what ails you.<br />Order today & get free shipping!<br />www.ricksrolls.com/cinnamonrolls<br />Ricks Rolls Shipped Free<br />Ricks famous cinnamon rolls online Buy one, get one free. Order now!<br />www.ricksrolls.com/cinnamonrolls<br />
    10. 10. Metrics to know<br />Key Metrics & Jargon<br />Cost Per Click (CPC)<br />Click Thu Rate (CTR)<br />Clicks / Impressions = CTR (%)<br />Quality Score (QS)<br />Relevance of keywords > ads > your landing page.<br />Conversion Rate (CR)<br />Conversions / Clicks = Conversion Rate (%)<br />Cost Per Action/Conversion (CPA)<br /># of Conversions / Total Spend = CPA<br />
    11. 11. Improving your Click Thru Rate<br />Optimize for a 1% minimum CTR<br />Research your customer & competition online. <br />Know what when they’re researching & advertising.<br />Know the geography of your market & competitors.<br />Test match types with your keywords<br />Broad, “Phrase”, [Exact], -Negative<br />Test your ads with tools & copy changes.<br />Keyword insertion headlines {KeyWord: Headline}<br />Test different offers to drive positive behavior.<br />Enable Optimize for Clicks under Settings > Ad Rotation.<br />Test impacts from changes to Max CPC / Ad Position<br />Position 1 looks great but isn’t always the best performer.<br />Cinnamon Roll Ad Group<br />“buy cinnamon rolls”<br />[order cinnamon rolls]<br />-cinnabon<br />{KeyWord:Do you like happiness?}<br />Cinnamon rolls cures what ails you.<br />Order now & get free shipping!<br />www.ricksrolls.com/cinnamonrolls<br />Order Cinnamon Rolls<br />Ricks famous cinnamon rolls online Buy two, get ten free. We’re crazy!<br />www.ricksrolls.com/cinnamonrolls<br />
    12. 12. Improving your Conversion Rate & CPA<br />PPC averages a 2% conversion rate*<br />Research your online conversion cycle.<br />Focus on what works, improve what doesn’t.<br />Spend wisely.<br />What time of day converts best? Worst?<br />What regions? What landing pages?<br />Landing Pages shouldn’t be ignored.<br />Examine your Quality Score.<br />Better Quality Score, cheaper CPC, higher position.<br />
    13. 13. Improving your Quality Score<br />Google rewards relevance.<br />Quality Score is based on relevancy to users.<br />Keyword > Ad > Landing page relationship.<br />Quality Score determines CPC / Ad Position<br />Keywords scored based on relevance.<br />Scores range from 1 thru 10<br />1 is poor, 10 is perfect, Average scores are 4-7<br />How to improve your score<br />High CTR (1% or higher)<br />Ad group structure<br />Landing page quality<br />User Experience<br />“buy cinnamon rolls”<br />Buy Cinnamon Rolls!<br />Cinnamon rolls cures what ails you.<br />Order now & get free shipping!<br />www.ricksrolls.com/cinnamonrolls<br />Ricks Rolls<br />Cinnamon Rolls!<br />FREE! Just Click!<br />www.ricksrolls.com/cinnamonrolls.html<br />BUY ME<br />GOOD QUALITY SCORE<br />
    14. 14. Tools to improve your key metrics<br />Google Adwords Tools & Settings<br />Detailed reporting.<br />Location-based targeting.<br />Ad scheduling (Day & Time).<br />Adwords Editor<br />Ad delivery methods.<br />Bid & ad position preferences.<br />Display / Content Network<br />
    15. 15. Reporting<br />Report Button<br />
    16. 16. Location-based targeting (Geo-targeting)<br />Locations & Languages<br />Bundles <br />Continent, Country<br />Browse <br />Country, State, Metro, City<br />Search<br />Specific Zip Codes, Cities, etc<br />Custom<br />Radius around Zip, Address, etc<br />
    17. 17. Ad Scheduling (Day-Parting)<br />Ad Schedule<br />Day / Time Period<br />Show your adsonly when yourcustomers are buying.<br />Bid Adjustments<br />Bid higher / lowerduring differenthours & days.<br />
    18. 18. Questions?<br />Brandon Hess | bhess@trada.com | @brandonhess<br />Additional Resources<br />AdWords Small Business Center<br />google.com/adwords/smallbusinesscenter<br />AdWords Learning Center<br />google.com/adwords/onlineclassroom<br />AdWords Certification<br />google.com/adwords/professionals/<br />Adwords Editor<br />google.com/intl/en/adwordseditor/<br />Adwords Blog<br />Adwords.blogspot.com<br />

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