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Google Adwords, AKA PPC and Pay per Click
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Google Adwords, AKA PPC and Pay per Click

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An overview of Pay per Click marketing, focusing on Google Adwords, as presented to the Golf Club Manager's Association. …

An overview of Pay per Click marketing, focusing on Google Adwords, as presented to the Golf Club Manager's Association.

What is Pay per Click, how it works, and how it can be made to work better

Published in: Business, Technology, Design

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  • 1. Pay per Click [PPC] WiltsWebDesign.co.uk Delivering traffic to your websiteSlides available from www.wiltswebdesign.co.uk 1 1
  • 2. Pay per Click [PPC] WiltsWebDesign.co.uk Download Slides from www.159.be Slides Available from www.wiltswebdesign.co.ukSlides available from www.wiltswebdesign.co.uk 2 2
  • 3. Pay per Click [PPC] WiltsWebDesign.co.uk 3Slides available from www.wiltswebdesign.co.uk 3
  • 4. Pay per Click [PPC]• What is Google Adwords• 3 Ways Adwords can be used• How Adwords works• Understanding your Campaign WiltsWebDesign.co.uk• Improving your ROI 4Slides available from www.wiltswebdesign.co.uk 4
  • 5. Pay per Click [PPC]So Andy –Are you going to tell ushow to get to WiltsWebDesign.co.ukNUMBER 1in Google 5Slides available from www.wiltswebdesign.co.uk 5
  • 6. Wide Web – World per Click [PPC] Reality Pay Check WiltsWebDesign.co.uk 6Slides available from www.wiltswebdesign.co.uk 6
  • 7. Pay per Click [PPC] Web Marketing is a Marathon WiltsWebDesign.co.uk 7Slides available from www.wiltswebdesign.co.uk 7
  • 8. Pay per Click [PPC] This is a Sprint WiltsWebDesign.co.uk 8Slides available from www.wiltswebdesign.co.uk 8
  • 9. Pay per Click [PPC] So Andy – Are you going to tell us how to get to NUMBER 1 WiltsWebDesign.co.uk in Google 9Slides available from www.wiltswebdesign.co.uk 9
  • 10. Pay per Click [PPC] WiltsWebDesign.co.uk Probably the greatest marketing opportunity known!Slides available from www.wiltswebdesign.co.uk 10 10
  • 11. Pay per Click [PPC] PPC Results WiltsWebDesign.co.uk 11Slides available from www.wiltswebdesign.co.uk 11
  • 12. Pay per Click [PPC] WiltsWebDesign.co.uk Strategic 12Slides available from www.wiltswebdesign.co.uk 12
  • 13. Pay per Click [PPC]Strategic PPC• Replace other non-measurable marketing• Replace marketing that is in decline • Paper directories WiltsWebDesign.co.uk 13Slides available from www.wiltswebdesign.co.uk 13
  • 14. Pay per Click [PPC] WiltsWebDesign.co.uk Tactical 14Slides available from www.wiltswebdesign.co.uk 14
  • 15. Pay per Click [PPC]Tactical PPC• Support New Product / Service Launch• Support a website that’s underperforming in SEO• To fill a short term “gap” WiltsWebDesign.co.uk 15Slides available from www.wiltswebdesign.co.uk 15
  • 16. Pay per Click [PPC] WiltsWebDesign.co.uk Research and Testing 16Slides available from www.wiltswebdesign.co.uk 16
  • 17. Pay per Click [PPC]Research• SEO - Check which Keywords “Hit the Spot!”• Check which Words “turn customers on” WiltsWebDesign.co.uk 17Slides available from www.wiltswebdesign.co.uk 17
  • 18. Pay per Click [PPC]Pay per Click – How it works You Define • Your Keywords • Your Advert • The maximum you’ll pay per click How much you want to spend per day WiltsWebDesign.co.uk • • When your Ads are displayed • Where your Ads are displayed • SERPS • Content Network 18Slides available from www.wiltswebdesign.co.uk 18
  • 19. Pay per Click [PPC]Pay per Clickaka PPC, Adwords, Sponsored LinksGoogle Adwords 25 characters maxCheck out Google Advertising 35 characters maxGet Started Today 35 Characters max WiltsWebDesign.co.ukwww.google.co.uk Home page URLwww.google.co.uk/adwords Where the click lands 19Slides available from www.wiltswebdesign.co.uk 19
  • 20. Pay per Click [PPC]Pay per Click – How it works 1st ad on page Bid 30p per click Pay 3p WiltsWebDesign.co.uk 20Slides available from www.wiltswebdesign.co.uk 20
  • 21. Pay per Click [PPC]Pay per Click – How it works 1st ad on page Bid 30p per click Pay 6p 2nd ad on page Bid 20p per click WiltsWebDesign.co.uk Pay 3p 21Slides available from www.wiltswebdesign.co.uk 21
  • 22. Pay per Click [PPC]Pay per Click – How it works 1st ad on page Bid 30p per click Pay 9p 2nd ad on page Bid 20p per click WiltsWebDesign.co.uk Pay 6p 3rd ad on page Bid 10p per click Pay 3p 22Slides available from www.wiltswebdesign.co.uk 22
  • 23. Pay per Click [PPC]Performance Monitoring WiltsWebDesign.co.uk 23Slides available from www.wiltswebdesign.co.uk 23
  • 24. Pay per Click [PPC]Link Adwords and AnalyticsOverview WiltsWebDesign.co.uk 24Slides available from www.wiltswebdesign.co.uk 24
  • 25. Pay per Click [PPC]Link Adwords and AnalyticsBest position on Page WiltsWebDesign.co.uk 25Slides available from www.wiltswebdesign.co.uk 25
  • 26. Pay per Click [PPC]Link Adwords and AnalyticsDestination URLs WiltsWebDesign.co.uk 26Slides available from www.wiltswebdesign.co.uk 26
  • 27. Pay per Click [PPC]The genius that is CTRCTR = Click Through Ratio = the % of Clicks against ImpressionsImpressions (number of time your ad is displayed)Clicks (number of times your ad is clicked on) WiltsWebDesign.co.uk1% is so-so to OK2% is OK3% and above is doing well+ 10% = Possible Promotion 27Slides available from www.wiltswebdesign.co.uk 27
  • 28. Pay per Click [PPC]Quality Score 2nd ad CTR 3% 3 x bid 20p = 60 Pay 6p CTR 1% 1 x bid 10p = 50 WiltsWebDesign.co.uk Pay 3p CTR 1.5% 1.5 x 30p = 45 Pay 9p 1st ad 28Slides available from www.wiltswebdesign.co.uk 28
  • 29. Pay per Click [PPC] So how can we improve WiltsWebDesign.co.uk the CTR? 29Slides available from www.wiltswebdesign.co.uk 29
  • 30. Pay per Click [PPC]Improve CTR • Experiment with dedicated Landing Pages • Test different Keywords • Vary your bid to try different positions WiltsWebDesign.co.uk • Compare different Ads 30Slides available from www.wiltswebdesign.co.uk 30
  • 31. Pay per Click [PPC]Improve CTR 53% 1085 22,849 4.75% WiltsWebDesign.co.uk 47% 476 20,262 2.35% 31Slides available from www.wiltswebdesign.co.uk 31
  • 32. Pay per Click [PPC]• What is Google Adwords• 3 Ways Adwords can be used• How Adwords works• Understanding your Campaign WiltsWebDesign.co.uk• Improving your ROI 32Slides available from www.wiltswebdesign.co.uk 32
  • 33. Pay per Click [PPC]Andy PoultonM: 07966 547146 andypoulton WiltsWebDesign.co.uk andypoulton andy@wiltswebdesign.co.uk Delivering traffic to your websiteSlides available from www.wiltswebdesign.co.uk 33 33