Strategic PPC Workshop <ul><li>By Jen Galama </li></ul>www.trafficact.com.au
What is PPC? www.trafficact.com.au   Paid Advertising Organic Search results (get to the top with SEO)
Does PPC fit your strategy?
SEO vs. PPC <ul><li>SEO - up to 18 months to take effect </li></ul><ul><li>PPC – Immediate traffic </li></ul><ul><ul><li>G...
Before you start <ul><li>PPC  can  bring lots of traffic </li></ul><ul><li>Traffic is only valuable if your site is design...
How much can spend? <ul><li>What does your average customer spend? </li></ul><ul><li>Example of visitor value: </li></ul><...
Market Size <ul><li>How many people are looking for you? </li></ul><ul><ul><li>Go to Adwords keyword tool </li></ul></ul>
Competition <ul><li>Count how many people you are bidding against </li></ul>
Who is your ad for? <ul><li>Every click is someone with a need.. </li></ul><ul><ul><li>Find the person you can help best <...
Ranking order of a PPC ad <ul><li>What influences the ranking order? </li></ul><ul><li>Bidding amount </li></ul><ul><li>Ad...
Adwords Structure <ul><li>Campaign </li></ul><ul><li>Campaign = Several ad groups </li></ul><ul><li>Ad Group = Several ads...
Set up Adwords Campaign <ul><li>Select Region  (better conversion rate) </li></ul><ul><li>Choose language </li></ul><ul><l...
Finish Adwords Campaign <ul><li>Start / end date </li></ul><ul><li>Ad scheduling  </li></ul><ul><li>Ad delivery & rotation...
Writing the Ad Group <ul><li>Choose Ad Group Name </li></ul><ul><li>Choose keywords*  (see next slides) </li></ul><ul><li>...
Generating Keywords <ul><li>Use Keyword suggestion tools </li></ul><ul><li>Consider Misspellings </li></ul><ul><li>Use Syn...
Keywords <ul><li>How to enter keywords; </li></ul><ul><li>Consider longer phrases (higher CTRs) </li></ul><ul><li>Broad Ma...
Keyword tool <ul><li>Note: Keyword tool only adds ‘broad’ phrases  (add exact and phrase matches yourself)  </li></ul>
Keyword status <ul><li>If status reads ‘Inactive’: </li></ul><ul><li>Your ad or CPC is not (good) enough to show ad </li><...
The ad components <ul><li>Convince people to click on your ad </li></ul><ul><ul><li>Repeat the conversation in their head ...
Your goal <ul><li>High Click Through Rate (CTR) ?? </li></ul><ul><ul><li>Maybe not… do you want to pay for people who are ...
Split testing – more than 1 ad <ul><li>Always write minimum of two ads </li></ul><ul><li>Check CTR per ad </li></ul><ul><l...
Landing Page Optimisation <ul><li>Your main keyword must be; </li></ul><ul><ul><li>In ad headline / ad description </li></...
Choosing ad position <ul><li>Costs of #1 </li></ul><ul><ul><li>Consider #4 or #8 </li></ul></ul><ul><li>Choose Position pr...
What is good performance <ul><li>Average CTR = 1 – 3.5 % </li></ul><ul><li>Lower CTR = Higher CPC </li></ul>
Need help? <ul><li>http://www.google.com/support/adwordseditor/   </li></ul>
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Ppc Workshop

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This is a Strategic PPC Workshop - learn how to set up your first adwords campaign and what you need to consider.

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  • Organic results are deemed more trustworthy as they have gained their reputation through relevance rather than money. So PPC should accompany SEO, not the other way around.
  • Keep counting until you see some ad re-appear.
  • CPC Bid Limit : After you place your bid, the unique AdWords pricing system ensures you&apos;ll never overpay: whenever you win the ad auction, your bid is automatically reduced so you&apos;ll only pay—at most—one cent more than the minimum necessary to maintain your ad position on the page. Content vs Search You could select different ads and landing pages for ads on the content network. Use www.ppcseer.com to paste a code onto your landing page and thank you page. It reads the sites each visitor is coming from and tells you if they converted or not. You can now determine which sites to exclude. The ad for the content netword is a different ad, as there people need to be interupted rather than enticed.
  • Exact Match = your exact phrase and nothing more (no additional words in the search will trigger your ad) Phrase Match = your words in that order including additional words Negative keywords will improve your CTR. When your CTR is higher you start paying less!! Negative keywords are indispensable for broad and phrase matched searches So if everything is covered by Broad Match why bother with the rest? You’ll find you get different bid prices for each variation, this more intelligence and control.
  • You pay more because… sending traffic to your home page where they have to click several more times to find what they were looking for will lead to low conversion. SO POOR QUALITY = POOR CONVERSION = HIGH CPC SO each ad group deserves its own landing page
  • If you set a position preference of 2-4, but your Ad Rank is usually 6-8, then your ad simply won&apos;t show. Use the traffic estimator. It can help you predict what maximum CPCs will be needed to allow you to compete for your preferred positions.
  • Ppc Workshop

    1. 1. Strategic PPC Workshop <ul><li>By Jen Galama </li></ul>www.trafficact.com.au
    2. 2. What is PPC? www.trafficact.com.au Paid Advertising Organic Search results (get to the top with SEO)
    3. 3. Does PPC fit your strategy?
    4. 4. SEO vs. PPC <ul><li>SEO - up to 18 months to take effect </li></ul><ul><li>PPC – Immediate traffic </li></ul><ul><ul><li>Great for a temporary boost of traffic </li></ul></ul><ul><ul><li>Great for targeting long-tail phrases </li></ul></ul><ul><ul><li>Great for competitive market </li></ul></ul><ul><ul><li>Great for short-lived campaigns </li></ul></ul>
    5. 5. Before you start <ul><li>PPC can bring lots of traffic </li></ul><ul><li>Traffic is only valuable if your site is designed to convert that traffic i.e. </li></ul><ul><ul><li>Newsletter sign up </li></ul></ul><ul><ul><li>Download free stuff </li></ul></ul><ul><ul><li>Join a group etc </li></ul></ul><ul><li>Build a list!! </li></ul>
    6. 6. How much can spend? <ul><li>What does your average customer spend? </li></ul><ul><li>Example of visitor value: </li></ul><ul><ul><li>100 clicks to your site </li></ul></ul><ul><ul><li>3 people buy your product (say $20) </li></ul></ul><ul><ul><li>$60 / 100 = $0.60 </li></ul></ul><ul><li>You can afford to bid up to $0.60 per click to break even </li></ul><ul><li>Grow visitor value by getting GOOD clicks </li></ul>
    7. 7. Market Size <ul><li>How many people are looking for you? </li></ul><ul><ul><li>Go to Adwords keyword tool </li></ul></ul>
    8. 8. Competition <ul><li>Count how many people you are bidding against </li></ul>
    9. 9. Who is your ad for? <ul><li>Every click is someone with a need.. </li></ul><ul><ul><li>Find the person you can help best </li></ul></ul><ul><li>Single words vs. phrases e.g.: </li></ul><ul><ul><li>Photographer </li></ul></ul><ul><ul><li>Fashion Photographer </li></ul></ul><ul><ul><li>Fashion photographer Sydney </li></ul></ul><ul><ul><li>Fashion portrait photographer Sydney </li></ul></ul>
    10. 10. Ranking order of a PPC ad <ul><li>What influences the ranking order? </li></ul><ul><li>Bidding amount </li></ul><ul><li>Ad popularity </li></ul><ul><li>Quality of landing page </li></ul>
    11. 11. Adwords Structure <ul><li>Campaign </li></ul><ul><li>Campaign = Several ad groups </li></ul><ul><li>Ad Group = Several ads </li></ul>
    12. 12. Set up Adwords Campaign <ul><li>Select Region (better conversion rate) </li></ul><ul><li>Choose language </li></ul><ul><li>Choose demographic (Content network only) </li></ul><ul><li>Choose networks (search vs. content) </li></ul><ul><li>Bidding options (choose Automatic Bidding) </li></ul><ul><li>CPC Bid limit (actual will be less) </li></ul><ul><li>Daily Budget </li></ul><ul><li>Limited budget? reduce bid price NOT daily budget </li></ul>
    13. 13. Finish Adwords Campaign <ul><li>Start / end date </li></ul><ul><li>Ad scheduling </li></ul><ul><li>Ad delivery & rotation </li></ul>
    14. 14. Writing the Ad Group <ul><li>Choose Ad Group Name </li></ul><ul><li>Choose keywords* (see next slides) </li></ul><ul><li>Write Ad* (see next slides) </li></ul><ul><li>Manage placements (content vs. search network) </li></ul><ul><li>Continue to billing set up </li></ul>
    15. 15. Generating Keywords <ul><li>Use Keyword suggestion tools </li></ul><ul><li>Consider Misspellings </li></ul><ul><li>Use Synonyms & related concepts </li></ul><ul><li>Use variations on nouns / verbs etc </li></ul><ul><li>Add your state, city or suburb </li></ul>
    16. 16. Keywords <ul><li>How to enter keywords; </li></ul><ul><li>Consider longer phrases (higher CTRs) </li></ul><ul><li>Broad Match: business cards </li></ul><ul><li>Exact Match: [business cards] </li></ul><ul><li>Phrase Match: “business cards” </li></ul><ul><li>Negative Keywords: -free </li></ul><ul><li>Use Keyword tool for suggestions & ideas* </li></ul>
    17. 17. Keyword tool <ul><li>Note: Keyword tool only adds ‘broad’ phrases (add exact and phrase matches yourself) </li></ul>
    18. 18. Keyword status <ul><li>If status reads ‘Inactive’: </li></ul><ul><li>Your ad or CPC is not (good) enough to show ad </li></ul><ul><ul><li>Improve quality of your keywords </li></ul></ul><ul><ul><li>Improve ad text, landing page </li></ul></ul><ul><ul><li>Increase maximum CPC </li></ul></ul>
    19. 19. The ad components <ul><li>Convince people to click on your ad </li></ul><ul><ul><li>Repeat the conversation in their head in your ad </li></ul></ul><ul><li>Headline – use major keyword </li></ul><ul><li>Description 1 – describe a benefit (keyword) </li></ul><ul><li>Description 2 – describe a feature (keyword) </li></ul><ul><li>Display URL – use caps etc </li></ul><ul><li>Destination URL – actual landing page </li></ul>
    20. 20. Your goal <ul><li>High Click Through Rate (CTR) ?? </li></ul><ul><ul><li>Maybe not… do you want to pay for people who are not looking for you after all? </li></ul></ul><ul><li>Aim for a high conversion once on site </li></ul><ul><li>Goal completion (download brochure etc) </li></ul>
    21. 21. Split testing – more than 1 ad <ul><li>Always write minimum of two ads </li></ul><ul><li>Check CTR per ad </li></ul><ul><li>Check conversion per ad </li></ul><ul><li>Delete 1 ad and rewrite another one </li></ul><ul><li>Etc etc… beat your own copy writing skills </li></ul>
    22. 22. Landing Page Optimisation <ul><li>Your main keyword must be; </li></ul><ul><ul><li>In ad headline / ad description </li></ul></ul><ul><ul><li>In URL & Page Title </li></ul></ul><ul><ul><li>Meta descriptions </li></ul></ul><ul><ul><li>Heading Tags </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><li>Irrelevant landing page (e.g. home page) - YOU PAY MORE </li></ul>
    23. 23. Choosing ad position <ul><li>Costs of #1 </li></ul><ul><ul><li>Consider #4 or #8 </li></ul></ul><ul><li>Choose Position preference </li></ul><ul><li>Use traffic estimator (keywords) </li></ul>
    24. 24. What is good performance <ul><li>Average CTR = 1 – 3.5 % </li></ul><ul><li>Lower CTR = Higher CPC </li></ul>
    25. 25. Need help? <ul><li>http://www.google.com/support/adwordseditor/ </li></ul>
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