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Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
Pay Per Click Advertising - Advanced Strategies
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Pay Per Click Advertising - Advanced Strategies

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http://wojodesign.com …

http://wojodesign.com

Learn how to tap in to this ever-growing advertising opportunity to improve your bottom line. Pay-Per-Click advertising offers huge benefits over traditional marketing avenues. Costs can be extremely low and you can easily control your budget. Plus, PPC advertising offers detailed analytics you can use to truly understand how effective your campaign is. With sophisticated tracking, you can figure out your return on investment.

In this presentation, you will learn:

1.) How to create themed ad groups so that you pay pennies per click rather than dollars.

2.) How to set up advanced targeting using geo-location so that you can target a particular country, state, or even city.

3.) How to use "negative keywords" to avoid unprofitable clicks.

4.) How to increase your quality score so that your ads get special
treatment - you'll pay less per click and get ranked higher in the listings.

5.) How to closely measure your campaign so that you can understand your ROI - and take steps to improve it.

Getting started with Google Adwords is easy, but without a firm understanding of these advanced strategies, you could easily overpay and underperform. Learn the strategies that will help you maximize ROI and get the most out of PPC advertising.

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  • 1. (989) 750-1544hello@wojodesign.com Pay Per Click Advertising Advertising with Google Adwords to Expand Your Reach
  • 2. (989) 750-1544hello@wojodesign.com Table of Contents 1. What is PPC? 2. Why Should I Use PPC Advertising? 3. Organizing your PPC Campaign. 4. PPC Best Practices 1. Quality Score 2. 10 Ways to Optimize your Budget 3. 5 Ad Writing Tips
  • 3. (989) 750-1544hello@wojodesign.com What is PPC?
  • 4. (989) 750-1544hello@wojodesign.com PPC (Pay Per Click) n PPC - Advertisers only pay when their ad is clicked. n Usually refers to search engine PPC campaigns. n Google Adwords n Yahoo Search Marketing n Microsoft AdCenter
  • 5. (989) 750-1544hello@wojodesign.com
  • 6. (989) 750-1544hello@wojodesign.com 90% of Clicks 10% of Clicks
  • 7. (989) 750-1544hello@wojodesign.com Google Adwords
  • 8. (989) 750-1544hello@wojodesign.com Google Adwords - Key Terms n Campaigns - How you organize your Ad Groups. n Ad Groups - How you organize your keywords. Keywords in the same Ad Group trigger the same ad text (or creative). It's best to group your keywords thematically so you can target ads toward each theme, product line, or promotion. n Creatives - The different executions of your ad. Every word change is a different creative. Typical to run two to four creatives per Ad Group.
  • 9. (989) 750-1544hello@wojodesign.com Why Should I Use PPC??
  • 10. (989) 750-1544hello@wojodesign.com 4 Reasons to Use PPC 1. Easily control your budget. 2. Advertise to highly targeted prospects. 3. Easy to closely track and measure results. 4. Synergies with your organic SEO campaign.
  • 11. (989) 750-1544hello@wojodesign.com Organizing your PPC Campaign
  • 12. (989) 750-1544hello@wojodesign.com 5 Steps to an Organized Campaign 1. Set Goals 2. Select Keywords 3. Develop Ads 4. Track Results 5. Revise
  • 13. (989) 750-1544hello@wojodesign.com 1.) Set Goals n What results are you looking for? n Increased traffic n Increased conversion rate n More leads
  • 14. (989) 750-1544hello@wojodesign.com 2.) Select Keywords 1. Expand Keyword List (Brainstorming)
  • 15. (989) 750-1544hello@wojodesign.com Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal
  • 16. (989) 750-1544hello@wojodesign.com 2.) Select Keywords 1. Expand Keyword List (Brainstorming) 2. Refine List 1. Selectively choose likely ‘conversion’ keywords. 2. Consider competition and price. 3. Group into thematic ad clusters.
  • 17. (989) 750-1544hello@wojodesign.com 3.) Develop Ads 1. Clearly state customer benefits. 2. Include keywords in the headline. 3. Clearly state the call to action. 4. Test multiple creatives by Ad Group.
  • 18. (989) 750-1544hello@wojodesign.com 4.) Track Results n Tight integration with Google Analytics n Track revenue earned per keyword. n Locate highly profitable words. n Locate unprofitable words.
  • 19. (989) 750-1544hello@wojodesign.com 5.) Revise n Good Adwords campaign management requires frequent revision. n Monitor results closely to control spending/ maximize earnings.
  • 20. (989) 750-1544hello@wojodesign.com PPC Best Practices n Quality Score n 10 Ways to Maximize your Budget n 5 Ad Writing Tips
  • 21. (989) 750-1544hello@wojodesign.com Quality Score
  • 22. (989) 750-1544hello@wojodesign.com Quality Score - An algorithm used in the Pay Per Click advertising platforms for ranking the relevancy of landing pages to their corresponding PPC advertisements and keywords. Higher quality scores indicate a stronger correlation - thus giving the customer what they are searching for. What is Quality Score?
  • 23. (989) 750-1544hello@wojodesign.com 1. Click-through Rate. 2. Ad/Keyword Relevancy. 3. Landing Page 1. Relevancy 2. User Experience 3. Loading Time Components of Quality Score Click Through Rate (CTR) 60% Keyword Relevancy 25% Landing Page Quality 15%
  • 24. (989) 750-1544hello@wojodesign.com
  • 25. (989) 750-1544hello@wojodesign.com 10 Ways To Maximize your Budget
  • 26. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 1. Track Conversions
  • 27. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 2. Separate Search from Content Network
  • 28. (989) 750-1544hello@wojodesign.com
  • 29. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 3. Separate Desktop from Mobile
  • 30. (989) 750-1544hello@wojodesign.com
  • 31. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 4. Use Broad Match Sparingly
  • 32. (989) 750-1544hello@wojodesign.com Match Type Will Match... Matching Examples Broad Match Words anywhere in phrase Misspellings Pluralizations Synonyms What is broad match? Broad matches are easy. Generic match “Phrase Match” The exact phrase anywhere in the search query What is phrase match? Phrase match is more specific [Exact Match] Only the exact search query. exact match +Modified +Broad Words with “+” in front must exist somewhere in the search query, or a close variant (misspelling, etc.). Will not match synonyms. What is a Modified search broad query? Modified broads are new.
  • 33. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 5. Use Geolocation Targeting
  • 34. (989) 750-1544hello@wojodesign.com
  • 35. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 6. Create Negative Keyword Lists
  • 36. (989) 750-1544hello@wojodesign.com Negative Keyword Examples Penny Pinchers Job Seekers Researchers DIY • free • discount • discounted • cheap • clearance • inexpensive • career • careers • employment • hiring • intern • interns • internship • internships • job • jobs • about • definition • diagram • history • what are • what is • craft • crafts • create • hand made • how to • make • making
  • 37. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 7. Provide Relevant Target URLs.
  • 38. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 8. Take Advantage of Site Links
  • 39. (989) 750-1544hello@wojodesign.com
  • 40. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 9. Take Advantage of Site Extensions by Linking your Account with other Google Products
  • 41. (989) 750-1544hello@wojodesign.com http://www.google.com/intl/en_us/products/submit.html
  • 42. (989) 750-1544hello@wojodesign.com http://www.google.com/places
  • 43. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 10. Don’t Always Target Position #1
  • 44. (989) 750-1544hello@wojodesign.com Courtesy of Marketing Centricity
  • 45. (989) 750-1544hello@wojodesign.com 5 Ad Writing Tips
  • 46. (989) 750-1544hello@wojodesign.com Analysis of Adwords Ad
  • 47. (989) 750-1544hello@wojodesign.com 5 Ad Writing Tips 1. Include a Call to Action
  • 48. (989) 750-1544hello@wojodesign.com 5 Ad Writing Tips 2. Experiment with Dynamic Keyword Insertion
  • 49. (989) 750-1544hello@wojodesign.com {KeyWord:Title Case Keyword} {Keyword:First caps keyword} {keyword:lower case keyword}
  • 50. (989) 750-1544hello@wojodesign.com 5 Ad Writing Tips 3. Use of Punctuation
  • 51. (989) 750-1544hello@wojodesign.com 5 Ad Writing Tips 4. Experiment with different offers/ benefits.
  • 52. (989) 750-1544hello@wojodesign.com Offer/Benefit Examples 1. Free Shipping 2. Rush Shipping 3. Unlimited Warranty 4. Quality Guarantees 5. Low Price Guarantees 6. 20% Off
  • 53. (989) 750-1544hello@wojodesign.com 5 Ad Writing Tips 5. Use Display URLs effectively.
  • 54. (989) 750-1544hello@wojodesign.com yourdomain.com/Keyword-Here
  • 55. (989) 750-1544hello@wojodesign.com Conclusion n A well organized PPC campaign may be an effective means of increasing business. n Use in conjuction with other marketing efforts, including email marketing and organic search engine optimization.
  • 56. (989) 750-1544hello@wojodesign.com Questions? hello@wojodesign.com

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