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(989) 750-1544hello@wojodesign.com
Pay Per Click Advertising
Advertising with Google Adwords to Expand Your Reach
(989) 750-1544hello@wojodesign.com
Table of Contents
1. What is PPC?
2. Why Should I Use PPC Advertising?
3. Organizing yo...
(989) 750-1544hello@wojodesign.com
What is PPC?
(989) 750-1544hello@wojodesign.com
PPC (Pay Per Click)
n PPC - Advertisers only pay when their ad is
clicked.
n Usually ...
(989) 750-1544hello@wojodesign.com
(989) 750-1544hello@wojodesign.com
90% of Clicks
10% of Clicks
(989) 750-1544hello@wojodesign.com
Google Adwords
(989) 750-1544hello@wojodesign.com
Google Adwords - Key Terms
n Campaigns - How you organize your Ad Groups.
n Ad Groups...
(989) 750-1544hello@wojodesign.com
Why Should I Use PPC??
(989) 750-1544hello@wojodesign.com
4 Reasons to Use PPC
1. Easily control your budget.
2. Advertise to highly targeted pro...
(989) 750-1544hello@wojodesign.com
Organizing your PPC Campaign
(989) 750-1544hello@wojodesign.com
5 Steps to an Organized Campaign
1. Set Goals
2. Select Keywords
3. Develop Ads
4. Trac...
(989) 750-1544hello@wojodesign.com
1.) Set Goals
n What results are you looking for?
n Increased traffic
n Increased con...
(989) 750-1544hello@wojodesign.com
2.) Select Keywords
1. Expand Keyword List (Brainstorming)
(989) 750-1544hello@wojodesign.com
Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
(989) 750-1544hello@wojodesign.com
2.) Select Keywords
1. Expand Keyword List (Brainstorming)
2. Refine List
1. Selectively...
(989) 750-1544hello@wojodesign.com
3.) Develop Ads
1. Clearly state customer benefits.
2. Include keywords in the headline....
(989) 750-1544hello@wojodesign.com
4.) Track Results
n Tight integration with Google Analytics
n Track revenue earned pe...
(989) 750-1544hello@wojodesign.com
5.) Revise
n Good Adwords campaign management requires
frequent revision.
n Monitor r...
(989) 750-1544hello@wojodesign.com
PPC Best Practices
n Quality Score
n 10 Ways to Maximize your Budget
n 5 Ad Writing ...
(989) 750-1544hello@wojodesign.com
Quality Score
(989) 750-1544hello@wojodesign.com
Quality Score - An algorithm used in the Pay Per
Click advertising platforms for rankin...
(989) 750-1544hello@wojodesign.com
1. Click-through Rate.
2. Ad/Keyword Relevancy.
3. Landing Page
1. Relevancy
2. User Ex...
(989) 750-1544hello@wojodesign.com
(989) 750-1544hello@wojodesign.com
10 Ways
To Maximize your Budget
(989) 750-1544hello@wojodesign.com
10 Ways to Maximize your Budget
1. Track Conversions
(989) 750-1544hello@wojodesign.com
10 Ways to Maximize your Budget
2. Separate Search from Content Network
(989) 750-1544hello@wojodesign.com
(989) 750-1544hello@wojodesign.com
10 Ways to Maximize your Budget
3. Separate Desktop from Mobile
(989) 750-1544hello@wojodesign.com
(989) 750-1544hello@wojodesign.com
10 Ways to Maximize your Budget
4. Use Broad Match Sparingly
(989) 750-1544hello@wojodesign.com
Match Type Will Match... Matching Examples
Broad Match
Words anywhere in phrase
Misspel...
(989) 750-1544hello@wojodesign.com
10 Ways to Maximize your Budget
5. Use Geolocation Targeting
(989) 750-1544hello@wojodesign.com
(989) 750-1544hello@wojodesign.com
10 Ways to Maximize your Budget
6. Create Negative Keyword Lists
(989) 750-1544hello@wojodesign.com
Negative Keyword Examples
Penny Pinchers Job Seekers Researchers DIY
• free
• discount
...
(989) 750-1544hello@wojodesign.com
10 Ways to Maximize your Budget
7. Provide Relevant Target URLs.
(989) 750-1544hello@wojodesign.com
10 Ways to Maximize your Budget
8. Take Advantage of Site Links
(989) 750-1544hello@wojodesign.com
(989) 750-1544hello@wojodesign.com
10 Ways to Maximize your Budget
9. Take Advantage of Site Extensions by Linking
your Ac...
(989) 750-1544hello@wojodesign.com
http://www.google.com/intl/en_us/products/submit.html
(989) 750-1544hello@wojodesign.com
http://www.google.com/places
(989) 750-1544hello@wojodesign.com
10 Ways to Maximize your Budget
10. Don’t Always Target Position #1
(989) 750-1544hello@wojodesign.com
Courtesy of Marketing Centricity
(989) 750-1544hello@wojodesign.com
5 Ad Writing Tips
(989) 750-1544hello@wojodesign.com
Analysis of Adwords Ad
(989) 750-1544hello@wojodesign.com
5 Ad Writing Tips
1. Include a Call to Action
(989) 750-1544hello@wojodesign.com
5 Ad Writing Tips
2. Experiment with Dynamic
Keyword Insertion
(989) 750-1544hello@wojodesign.com
{KeyWord:Title Case Keyword}
{Keyword:First caps keyword}
{keyword:lower case keyword}
(989) 750-1544hello@wojodesign.com
5 Ad Writing Tips
3. Use of Punctuation
(989) 750-1544hello@wojodesign.com
5 Ad Writing Tips
4. Experiment with different offers/
benefits.
(989) 750-1544hello@wojodesign.com
Offer/Benefit Examples
1. Free Shipping
2. Rush Shipping
3. Unlimited Warranty
4. Qualit...
(989) 750-1544hello@wojodesign.com
5 Ad Writing Tips
5. Use Display URLs effectively.
(989) 750-1544hello@wojodesign.com
yourdomain.com/Keyword-Here
(989) 750-1544hello@wojodesign.com
Conclusion
n A well organized PPC campaign may be an
effective means of increasing bus...
(989) 750-1544hello@wojodesign.com
Questions?
hello@wojodesign.com
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Pay Per Click Advertising - Advanced Strategies

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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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Transcript of "Pay Per Click Advertising - Advanced Strategies"

  1. 1. (989) 750-1544hello@wojodesign.com Pay Per Click Advertising Advertising with Google Adwords to Expand Your Reach
  2. 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. 3. (989) 750-1544hello@wojodesign.com What is PPC?
  4. 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. 5. (989) 750-1544hello@wojodesign.com
  6. 6. (989) 750-1544hello@wojodesign.com 90% of Clicks 10% of Clicks
  7. 7. (989) 750-1544hello@wojodesign.com Google Adwords
  8. 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. 9. (989) 750-1544hello@wojodesign.com Why Should I Use PPC??
  10. 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. 11. (989) 750-1544hello@wojodesign.com Organizing your PPC Campaign
  12. 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. 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. 14. (989) 750-1544hello@wojodesign.com 2.) Select Keywords 1. Expand Keyword List (Brainstorming)
  15. 15. (989) 750-1544hello@wojodesign.com Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal
  16. 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. 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. 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. 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. 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. 21. (989) 750-1544hello@wojodesign.com Quality Score
  22. 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. 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. 24. (989) 750-1544hello@wojodesign.com
  25. 25. (989) 750-1544hello@wojodesign.com 10 Ways To Maximize your Budget
  26. 26. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 1. Track Conversions
  27. 27. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 2. Separate Search from Content Network
  28. 28. (989) 750-1544hello@wojodesign.com
  29. 29. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 3. Separate Desktop from Mobile
  30. 30. (989) 750-1544hello@wojodesign.com
  31. 31. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 4. Use Broad Match Sparingly
  32. 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. 33. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 5. Use Geolocation Targeting
  34. 34. (989) 750-1544hello@wojodesign.com
  35. 35. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 6. Create Negative Keyword Lists
  36. 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. 37. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 7. Provide Relevant Target URLs.
  38. 38. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 8. Take Advantage of Site Links
  39. 39. (989) 750-1544hello@wojodesign.com
  40. 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. 41. (989) 750-1544hello@wojodesign.com http://www.google.com/intl/en_us/products/submit.html
  42. 42. (989) 750-1544hello@wojodesign.com http://www.google.com/places
  43. 43. (989) 750-1544hello@wojodesign.com 10 Ways to Maximize your Budget 10. Don’t Always Target Position #1
  44. 44. (989) 750-1544hello@wojodesign.com Courtesy of Marketing Centricity
  45. 45. (989) 750-1544hello@wojodesign.com 5 Ad Writing Tips
  46. 46. (989) 750-1544hello@wojodesign.com Analysis of Adwords Ad
  47. 47. (989) 750-1544hello@wojodesign.com 5 Ad Writing Tips 1. Include a Call to Action
  48. 48. (989) 750-1544hello@wojodesign.com 5 Ad Writing Tips 2. Experiment with Dynamic Keyword Insertion
  49. 49. (989) 750-1544hello@wojodesign.com {KeyWord:Title Case Keyword} {Keyword:First caps keyword} {keyword:lower case keyword}
  50. 50. (989) 750-1544hello@wojodesign.com 5 Ad Writing Tips 3. Use of Punctuation
  51. 51. (989) 750-1544hello@wojodesign.com 5 Ad Writing Tips 4. Experiment with different offers/ benefits.
  52. 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. 53. (989) 750-1544hello@wojodesign.com 5 Ad Writing Tips 5. Use Display URLs effectively.
  54. 54. (989) 750-1544hello@wojodesign.com yourdomain.com/Keyword-Here
  55. 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. 56. (989) 750-1544hello@wojodesign.com Questions? hello@wojodesign.com
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