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PPC          KICKOFF:              Getting Started With PPC                    #PPCkickoff                                ...
Danny Randa,            Marketing Coordinator                             Dan Tisser,                          Account Man...
Opening Kickoff                             What is                          Pay Per Click?                               ...
Pay Per Click                 Kickoff                                             Up to 50% off Footballs                 ...
The Anatomy of a     Search Results Page    Top ranking            Search Query     PPC Ads           Organic             ...
SEO vs PPC              PPC                                  PPC               SEO                                   trada...
User enters a keyword                          Ads are displayed according to                          the results of an i...
The Search                    Engine Field                          4%                            3%                      ...
Basic Terms                                              SEO       Search Engine Optimization          Impressions       i...
Basic Terms                                                 SEO                                              Impressions  ...
Basic Terms                                                SEO                                             Impressions    ...
Basic Terms                                                 SEO        When a user completes a               Impressions  ...
Basic Terms                                                 SEO           The ratio of clicks to              Impressions ...
Basic Terms                                            SEO                                          Impressions          T...
Why Use PPC?                                Engaged Audience                                Quick/Easy Visibility         ...
Why Use PPC?                                Engaged Audience                                Quick/Easy Visibility         ...
Why Use PPC?                                Engaged Audience                                Quick/Easy Visibility         ...
Why Use PPC?                                Engaged Audience                                Quick/Easy Visibility         ...
Quality Score             When determining                                   Some elements of              where ads rank ...
Quality Score              Quality Score is                                   Luckily, we’re holding a                impo...
The Playbook                    How To Use Pay                      Per Click                                     trada.co...
First Down                          Keywords                                     trada.comThursday, July 21, 2011
Keywords               How Do I Choose       Think Like a Customer               Which Keywords                 To Bid On?...
Keywords               How Do I Choose       Think Like a Customer               Which Keywords                 To Bid On?...
Keywords               How Do I Choose       Think Like a Customer               Which Keywords                 To Bid On?...
Keywords                    Keyword Match    Broad Match                        Types                                     ...
Keywords              Liberally Interprets                Keyword Intent       Broad Match                                ...
Keywords                                     Broad Match           Exact Phrase Must Be            Included in Search     ...
Keywords                                     Broad Match                                     Phrase Match                E...
Second Down                          Ads                                trada.comThursday, July 21, 2011
Anatomy of a                     PPC Ad                          Up to 50% off Footballs                          Free shi...
Anatomy of a                     PPC Ad               Headline: 25 Characters                          Up to 50% off Footb...
Anatomy of a                     PPC Ad                          Up to 50% off Footballs                          Free shi...
Anatomy of a                     PPC Ad                          Up to 50% off Footballs                          Free shi...
Writing Ads                                     Be creative and                                       thoughtful          ...
Writing Ads                                     Be creative and                                       thoughtful          ...
Writing Ads                                     Be creative and                                       thoughtful          ...
Writing Ads                                     Be creative and                                       thoughtful          ...
Keywords                                      Organizes Keywords                                           and Ads        ...
Third Down                          Landing Pages                                          trada.comThursday, July 21, 2011
Where to Send                  Traffic?                                When a user clicks your                             ...
Where to Send                  Traffic?                                     Have a Clear “Call To                          ...
Fourth Down                          Testing and                          Optimizing                                      ...
Testing and                      Optimizing                                     The market is always              Why Do I...
Testing and                      Optimizing                  You are NEVER                  done testing and              ...
Overtime                          What’s Next?                                         trada.comThursday, July 21, 2011
Overtime                   There’s More To   Check out our resources                       Learn!        page for all kind...
Here’s where we take two                          minutes to tell you about how                          Trada can help yo...
Trada has a large, global crowd of certified                     paid search experts who do PPC for you.                   ...
Multiple experts work                          on your campaign at                             the same time.             ...
and they already know how                            to run PPC campaigns!                                                ...
It’s pay-for-performance.                                   There are NO fees:                          no startup fees, n...
Time for questions!              For more information or to schedule a demo, email                             dranda@trad...
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PPC Kickoff: Getting Started With Paid Search

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Interested in advertising on Google, Yahoo, and Bing but not sure where to start?
You are not alone. Search engine marketing can be daunting! With so many new tools, terms, and tricks to master it’s easy to feel overwhelmed.
This webinar will help you hit the ground running and avoid common rookie mistakes.

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

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Transcript of "PPC Kickoff: Getting Started With Paid Search"

  1. 1. PPC KICKOFF: Getting Started With PPC #PPCkickoff trada.comThursday, July 21, 2011
  2. 2. Danny Randa, Marketing Coordinator Dan Tisser, Account Manager trada.comThursday, July 21, 2011
  3. 3. Opening Kickoff What is Pay Per Click? trada.comThursday, July 21, 2011
  4. 4. Pay Per Click Kickoff Up to 50% off Footballs Free shipping on college and pro regulation Footballs. Shop Now! tradasports.com/Football Pay Per Click (PPC) is an internet advertising model where advertisers pay for clicks on ads. An ad as it would appear on a search results page trada.comThursday, July 21, 2011
  5. 5. The Anatomy of a Search Results Page Top ranking Search Query PPC Ads Organic Lower Ranking Search Results PPC Ads trada.comThursday, July 21, 2011
  6. 6. SEO vs PPC PPC PPC SEO trada.comThursday, July 21, 2011
  7. 7. User enters a keyword Ads are displayed according to the results of an instant auction trada.comThursday, July 21, 2011
  8. 8. The Search Engine Field 4% 3% • Google accounts for 65% 11% of all search traffic 17% • Yahoo/Bing combine for Google Sites more than 25% of all search 65% traffic Google Sites Yahoo! Sites Bing Sites Ask Network AOL LLC Network trada.comThursday, July 21, 2011
  9. 9. Basic Terms SEO Search Engine Optimization Impressions is altering the code and content of a website to Clicks make it more friendly to search engine spiders so Conversions that the site will be included in the search Click-Through Rate (CTR) index and ranked well for organic queries Cost-Per Click (CPC) trada.comThursday, July 21, 2011
  10. 10. Basic Terms SEO Impressions Also known as ad views, an impression is when your ad shows up on the results Clicks page Conversions Click-Through Rate (CTR) Cost-Per Click (CPC) trada.comThursday, July 21, 2011
  11. 11. Basic Terms SEO Impressions When a user clicks an ad. Clicks You are charged anytime you get a click. Conversions Click-Through Rate (CTR) Cost-Per Click (CPC) trada.comThursday, July 21, 2011
  12. 12. Basic Terms SEO When a user completes a Impressions desired action such as a purchase, sign-up, Clicks registration, lead, or view. Your definition of a Conversions conversion will depend on what your goals are. Click-Through Rate (CTR) Cost-Per Click (CPC) trada.comThursday, July 21, 2011
  13. 13. Basic Terms SEO The ratio of clicks to Impressions impressions. CTR is a good indicator of how Clicks relevant your ad is to the keyword being searched Conversions Click-Through Rate (CTR) Cost-Per Click (CPC) trada.comThursday, July 21, 2011
  14. 14. Basic Terms SEO Impressions The amount you pay for each click on your ad. Clicks This term is sometimes used interchangeably Conversions with the pay-per-click cost. Click-Through Rate (CTR) Cost-Per Click (CPC) trada.comThursday, July 21, 2011
  15. 15. Why Use PPC? Engaged Audience Quick/Easy Visibility Return On Investment Valuable Data trada.comThursday, July 21, 2011
  16. 16. Why Use PPC? Engaged Audience Quick/Easy Visibility Return On Investment Valuable Data trada.comThursday, July 21, 2011
  17. 17. Why Use PPC? Engaged Audience Quick/Easy Visibility Return On Investment Valuable Data trada.comThursday, July 21, 2011
  18. 18. Why Use PPC? Engaged Audience Quick/Easy Visibility Return On Investment Valuable Data trada.comThursday, July 21, 2011
  19. 19. Quality Score When determining Some elements of where ads rank Quality Score: and how much an advertiser will pay keyword, ad and landing for a click, Google page relevance and Yahoo/Bing consider Quality click-through rate Score. trada.comThursday, July 21, 2011
  20. 20. Quality Score Quality Score is Luckily, we’re holding a important to webinar next consider when you Wednesday: How to build your Score with Quality campaign, but it’s Score. complicated. trada.comThursday, July 21, 2011
  21. 21. The Playbook How To Use Pay Per Click trada.comThursday, July 21, 2011
  22. 22. First Down Keywords trada.comThursday, July 21, 2011
  23. 23. Keywords How Do I Choose Think Like a Customer Which Keywords To Bid On? Brainstorm Variations Use Keyword Tools When You Need Help trada.comThursday, July 21, 2011
  24. 24. Keywords How Do I Choose Think Like a Customer Which Keywords To Bid On? Brainstorm Variations Use Keyword Tools When You Need Help trada.comThursday, July 21, 2011
  25. 25. Keywords How Do I Choose Think Like a Customer Which Keywords To Bid On? Brainstorm Variations Use Keyword Tools When You Need Help trada.comThursday, July 21, 2011
  26. 26. Keywords Keyword Match Broad Match Types Phrase Match Exact Match trada.comThursday, July 21, 2011
  27. 27. Keywords Liberally Interprets Keyword Intent Broad Match Phrase Match Exact Match trada.comThursday, July 21, 2011
  28. 28. Keywords Broad Match Exact Phrase Must Be Included in Search Phrase Match Query Exact Match trada.comThursday, July 21, 2011
  29. 29. Keywords Broad Match Phrase Match Exact Phrase Only Exact Match trada.comThursday, July 21, 2011
  30. 30. Second Down Ads trada.comThursday, July 21, 2011
  31. 31. Anatomy of a PPC Ad Up to 50% off Footballs Free shipping on college and pro regulation Footballs. Shop Now! tradasports.com/Footballs trada.comThursday, July 21, 2011
  32. 32. Anatomy of a PPC Ad Headline: 25 Characters Up to 50% off Footballs Free shipping on college and pro regulation Footballs. Shop Now! tradasports.com/Footballs trada.comThursday, July 21, 2011
  33. 33. Anatomy of a PPC Ad Up to 50% off Footballs Free shipping on college and pro regulation Footballs. Shop Now! tradasports.com/Footballs Body Copy: 70 Characters trada.comThursday, July 21, 2011
  34. 34. Anatomy of a PPC Ad Up to 50% off Footballs Free shipping on college and pro regulation Footballs. Shop Now! tradasports.com/Footballs Display URL: 35 Characters trada.comThursday, July 21, 2011
  35. 35. Writing Ads Be creative and thoughtful Differentiate Yourself Use a Call-To-Action Test, test, test! trada.comThursday, July 21, 2011
  36. 36. Writing Ads Be creative and thoughtful Differentiate Yourself Use a Call-To-Action Test, test, test! trada.comThursday, July 21, 2011
  37. 37. Writing Ads Be creative and thoughtful Differentiate Yourself Use a Call-To-Action Test, test, test! trada.comThursday, July 21, 2011
  38. 38. Writing Ads Be creative and thoughtful Differentiate Yourself Use a Call-To-Action Test, test, test! trada.comThursday, July 21, 2011
  39. 39. Keywords Organizes Keywords and Ads What About Ad Groups? Creates Highly Targeted Keyword and Ad Combinations Watch “The Architecture Of Ad Groups” For More trada.comThursday, July 21, 2011
  40. 40. Third Down Landing Pages trada.comThursday, July 21, 2011
  41. 41. Where to Send Traffic? When a user clicks your ad, they are sent to a landing page. This is a page on your website. trada.comThursday, July 21, 2011
  42. 42. Where to Send Traffic? Have a Clear “Call To Action” What Makes a Answer the Searcher’s Good Landing Question Page? Keep Everything Above the Fold Use Testimonials, Reviews, and Certifications to Earn Trust trada.comThursday, July 21, 2011
  43. 43. Fourth Down Testing and Optimizing trada.comThursday, July 21, 2011
  44. 44. Testing and Optimizing The market is always Why Do I Need To changing Test? You might be spending too much! A stale campaign is hard to fix trada.comThursday, July 21, 2011
  45. 45. Testing and Optimizing You are NEVER done testing and optimizing. Even a mature campaign needs optimization. trada.comThursday, July 21, 2011
  46. 46. Overtime What’s Next? trada.comThursday, July 21, 2011
  47. 47. Overtime There’s More To Check out our resources Learn! page for all kinds of PPC help: webinars, guides and videos! trada.com/resources trada.comThursday, July 21, 2011
  48. 48. Here’s where we take two minutes to tell you about how Trada can help you with PPC... ... and it doesn’t cost any more than if you were to do search marketing yourself. trada.comThursday, July 21, 2011
  49. 49. Trada has a large, global crowd of certified paid search experts who do PPC for you. trada.comThursday, July 21, 2011
  50. 50. Multiple experts work on your campaign at the same time. You get: Diversity of thinking Constant optimization Multiple ad networks trada.comThursday, July 21, 2011
  51. 51. and they already know how to run PPC campaigns! trada.comThursday, July 21, 2011
  52. 52. It’s pay-for-performance. There are NO fees: no startup fees, no management fees. You can get started right away. trada.comThursday, July 21, 2011
  53. 53. Time for questions! For more information or to schedule a demo, email dranda@trada.com trada.comThursday, July 21, 2011
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