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 …

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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  • 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. Part A:1 What is pay per click?
  • 3. Google - Search Results Search using Keyphrase Pay Per Click Advertising Natural/Organic Search
  • 4. Searching for local companies – local listings push organic results down
  • 5. The Main PPC Engines
  • 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. Part A:2 What are the objectives of your pay per click campaign?
  • 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. 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. 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. 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. 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. 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. Part A:3 Open your Google Ad Words PPC account
  • 15. Overview of opening Ad words account Set-up Open Choose Create ad account keyphrases billing
  • 16. Go to www.google.co.uk/intl/en/ads/
  • 17. Try keyword tool
  • 18. Add keyword ideas or select website
  • 19. Understand the cost per click and traffic volumes
  • 20. Open your account
  • 21. Sign up for your account (standard edition)
  • 22. If you use a gmail account you won’t need to validate your email address
  • 23. Select currency
  • 24. Now sign-in
  • 25. Create your first campaign
  • 26. Choose your language and country
  • 27. Write your ad and select your landing page
  • 28. Choose keyphrases
  • 29. Set budget and cost per click (CPC) for your first ad group
  • 30. Check out your traffic estimates
  • 31. Review your selections – set your billing up later
  • 32. Log in to your account – view your campaign summary – click on campaign #1
  • 33. Click into the first campaign to view your first ad group - click on your Ad group #1
  • 34. Click into your ad group to see your keyphrases (note you are on the keyword tab)
  • 35. Click on customise columns and display quality score
  • 36. Reveal quality score and number out of 10
  • 37. Look at your ad (ad variation tab)
  • 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