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Setting-up a Google Ad Words
 pay per click (PPC) account

          Part A -
     How to open and
    set-up your account...
Part A:1
What is pay per click?
Google - Search Results
                  Search using
                   Keyphrase




                                  ...
Searching for local companies – local
 listings push organic results down
The Main PPC Engines
The Pay Per Click Process
                                  Budgets
          Managing the
                               ...
Part A:2
What are the objectives of your pay
       per click campaign?
Setting objectives
• Why?
    – Reasons for using PPC
• What?
    – Products/services you are going to promote
• Who?
    ...
What are you trying to achieve?
• Be found in the search engines
  – launch new site
  – gain visibility for site with no ...
Some reasons to use PPC
• As a sales promotion/direct marketing tool,
  eg to get rid of surplus stock
• To launch new pro...
Understanding PPC conversion rates

     Marketing technique eg PPC
                                              Example ...
Calculating your Cost per Acquisition (CPA)
                            Ad costs £500             PPC £50


              ...
Example PPC marketing budgets
Sales projections                 Monthly              Annual
Sales                         ...
Part A:3
Open your Google Ad Words
       PPC account
Overview of opening Ad words
          account


                                   Set-up
 Open                   Choose
...
Go to www.google.co.uk/intl/en/ads/
Try keyword tool
Add keyword ideas or select website
Understand the cost per click and
        traffic volumes
Open your account
Sign up for your account
   (standard edition)
If you use a gmail account you won’t
 need to validate your email address
Select currency
Now sign-in
Create your first campaign
Choose your language and country
Write your ad and
select your landing page
Choose keyphrases
Set budget and cost per click (CPC) for
         your first ad group
Check out your traffic estimates
Review your selections –
 set your billing up later
Log in to your account –
view your campaign summary –
     click on campaign #1
Click into the first campaign to view
          your first ad group -
      click on your Ad group #1
Click into your ad group to see your
keyphrases (note you are on the keyword tab)
Click on customise columns and
      display quality score
Reveal quality score and
   number out of 10
Look at your ad (ad variation tab)
What you have done so far!
Open Google   Keyphrase       Get traffic   Set-up 1 campaign
  account      research       est...
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Getting Started With Google Adwords PPC

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This ebook contains the techniques we use when implementing and managing our clients campaigns and the secrets of how we can achieve a minimum of 20% reduction in costs (either cost per click or cost per conversion).
Part A includes a step by step guide on how to open your Google account.

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Transcript of "Getting Started With Google Adwords PPC"

  1. 1. Setting-up a Google Ad Words pay per click (PPC) account Part A - How to open and set-up your account By Ann Stanley Anicca Digital Solutions
  2. 2. Part A:1 What is pay per click?
  3. 3. Google - Search Results Search using Keyphrase Pay Per Click Advertising Natural/Organic Search
  4. 4. Searching for local companies – local listings push organic results down
  5. 5. The Main PPC Engines
  6. 6. The Pay Per Click Process Budgets Managing the Bids Campaign Quality Analysis & Testing Planning the Ad group structure Optimising the Campaign Pruning & CTR Keywords Campaign Conversions Copy
  7. 7. Part A:2 What are the objectives of your pay per click campaign?
  8. 8. Setting objectives • Why? – Reasons for using PPC • What? – Products/services you are going to promote • Who? – Target audience • Where? – Choice of network & Geo-targeting • When? – Duration & Timing • How much? – Budgets & Cost per click • What is my sales funnel? – Amount of traffic, cost per clicks, positions achieved – Click through rate (CTR), “quality score” – Conversions rates & cost per acquisition
  9. 9. What are you trying to achieve? • Be found in the search engines – launch new site – gain visibility for site with no organic results eg flash – increase visibility (eg for more keyphrases) • Actions – drive traffic – generate phone calls – customer registrations – lead generation – online sales – offline sales
  10. 10. Some reasons to use PPC • As a sales promotion/direct marketing tool, eg to get rid of surplus stock • To launch new products or with time-sensitive campaigns, such as Valentines day • Short term campaigns to boost branding • To ensure visibility when running offline campaigns, such as TV or press • Country or region specific campaigns • To get visibility if the site does not have any natural listings in the organic search results
  11. 11. Understanding PPC conversion rates Marketing technique eg PPC Example PPC 2000 searches Number of times the keyphrase is entered by searchers (impressions) 100 (5%) click Number of click throughs to your site throughs at & cost per click @11p (= £11) Numbers of enquiries or sales 1 sale (1%) (cost per acquisition) at £99 Cost per Cost per <Profit Profit < acquisition acquisition £15 £11
  12. 12. Calculating your Cost per Acquisition (CPA) Ad costs £500 PPC £50 Offline advertising Online advertising 10 calls 100 clicks @ 50p Website 2 sales 5 sales = = £50 £500 CPA = £25 CPA = £100
  13. 13. Example PPC marketing budgets Sales projections Monthly Annual Sales 50 600 Order value £200 £200 Revenue £10,000 £120,000 PPC budgets Monthly Annual Cost per acquisition (CPA) £25 Marketing budget £1,250 £15,000 % of revenue 12.5% You may have to pay an agency a monthly fee of 10-20% of your advertising spend (or min £250/month) to run your campaign for you. If you run the campaign yourself, your lack of experience may result in a higher CPA due to a higher cost per click
  14. 14. Part A:3 Open your Google Ad Words PPC account
  15. 15. Overview of opening Ad words account Set-up Open Choose Create ad account keyphrases billing
  16. 16. Go to www.google.co.uk/intl/en/ads/
  17. 17. Try keyword tool
  18. 18. Add keyword ideas or select website
  19. 19. Understand the cost per click and traffic volumes
  20. 20. Open your account
  21. 21. Sign up for your account (standard edition)
  22. 22. If you use a gmail account you won’t need to validate your email address
  23. 23. Select currency
  24. 24. Now sign-in
  25. 25. Create your first campaign
  26. 26. Choose your language and country
  27. 27. Write your ad and select your landing page
  28. 28. Choose keyphrases
  29. 29. Set budget and cost per click (CPC) for your first ad group
  30. 30. Check out your traffic estimates
  31. 31. Review your selections – set your billing up later
  32. 32. Log in to your account – view your campaign summary – click on campaign #1
  33. 33. Click into the first campaign to view your first ad group - click on your Ad group #1
  34. 34. Click into your ad group to see your keyphrases (note you are on the keyword tab)
  35. 35. Click on customise columns and display quality score
  36. 36. Reveal quality score and number out of 10
  37. 37. Look at your ad (ad variation tab)
  38. 38. What you have done so far! Open Google Keyphrase Get traffic Set-up 1 campaign account research estimates & 1 ad group This process is only suitable for companies offering one product to one target location – we recommend a much more comprehensive process that works for campaigns of any size SEE PART B
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