How not to loose your shirt when using pay per click

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  • Go around the table asking what people have done to incorporate social media within their business.If there is little ask for 1 thing that they took away from the last session and WILL implement.Any new questions?
  • Boxer dog / boxer shorts etc for negative example
  • Talk about click fraud
  • How not to loose your shirt when using pay per click

    1. 1. Digital Eyes Media Academy WELCOME BACK
    2. 2. IT’S BEEN A MONTH…. What have you implemented in your business since the last session?
    3. 3. HOW TO NOT LOOSE YOUR SHIRT WHEN USING PAY PER CLICK (PPC)
    4. 4. AIMS OF THE SESSION By the end of the session we’ll all have an understanding of the following: • What PPC is • Why PPC is an effective marketing tool • How to create an account • The best way to create an ad campaign • Managing a budget • Measure the success of a campaign
    5. 5. WHAT IS PPC AND WHY’S IT DIFFERENT? A method to advertise your brand, service or product. Advertisers are charged after an advert is clicked NOT when it’s been seen.
    6. 6. WHERE WILL MY AD’S SHOW?
    7. 7. WHY USE PAID ADS?
    8. 8. CREATING AN ACCOUNT You can use AdWords with any Google enabled email account, not just Gmail accounts. Once you have an account you’ll need to set up your billing information and add how you will fund your account. At this point you will also need to apply your AdWords voucher. Let me know if you’d like a voucher and it will be emailed to you.
    9. 9. CREATE AN AD GROUP
    10. 10. CREATE AN AD The importance of a well constructed ad…. • Use matched keywords in your ad • Include a call to action • Highlight your USP or offer (clearly) • Get to the point! • Test, test, test
    11. 11. YOUR AD
    12. 12. SAMPLE ADS
    13. 13. NOW IT’S YOUR TURN Create at least 2 ads for your company promoting your business on the worksheets provided
    14. 14. KEYWORD RESEARCH
    15. 15. BACK TO YOUR AD Pick a range of keywords for one of your ads, think about: • Broad matches • Phrase matches • Exact matches • Negative keywords
    16. 16. QUALITY SCORE
    17. 17. HOW MUCH DOES IT COST?
    18. 18. THE NEXT STEP Think about the best next step in the journey: • Be focused • Have a clear objective • Measure conversions to sales Where possible use a bespoke landing page
    19. 19. TRACKING PROGRESS
    20. 20. GOOGLE ANALYTICS
    21. 21. Questions?

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