2. Jill
Robb
–
MD
Ambi�on
Digital
The
Only
Digital
Marke�ng
Super
Heroes
Agency
with
an
Ecommerce
Background.
3. What
is
Pay
Per
Click?
Adver�sing
within
the
sponsored
lis�ngs
of
a
search
engine
or
a
partner
site
by
paying
either:
each
�me
your
ad
is
clicked
(Pay
Per
Click-‐
PPC)
when
your
ad
is
displayed
(CPM-‐
Cost
per
thousand
impressions)
when
a
sale/
conversion
is
generated
(CPA-‐
Cost
per
Acquisi�on)
when
a
phone
contact
is
generated
which
is
“pay
per
call”
4.
5. Why
PPC?
You
can
market
to
customers
while
they’re
researching
your
product/
service
You
only
pay
when
someone
is
interested
in
your
ad
You
can
test
your
ad
copy
and
landing
pages
in
real
�me
You
can
gain
insight
into
how
people
talk
about
your
product
or
service
You
can
quickly
drive
sales/
conversions
at
a
posi�ve
ROI
6. PPC
Drives
Results
&
Captures
Interest
67%
of
internet
users
have
gone
online
to
search
for
a
product
they
saw
adver�sed
offline
Display,
video
ads
&
rich
media
all
drive
awareness
and
interest.
Users
then
search
for
more
info
89%
of
consumers
research
products
online
– 63%
purchase
offline
9. Five
PPC
Comments:
True
or
False?
1. “It
doesn’t
work”
2. “It’s
a
waste
of
money”
3. “It
doesn’t
result
in
sales”
4. “My
brand
is
well
known
and
doesn’t
need
it”
5. “we
can’t
use
it-‐
we
can
only
take
orders
over
the
phone”
All
of
the
above
are
incorrect
if:
You
develop
a
PPC
strategy
that
works
for
your
business
You
approach
EVERYTHING
from
an
ROI
Perspec�ve
10. Why
is
Ecommerce
Thinking
Different?
Everything
comes
down
to
a
sale/
lead
When
you
think
like
a
retailer
-‐
even
when
you
aren’t,
you
are
more
focused
on
sales
Your
site
doesn’t
accept
payments?
Doesn’t
ma�er!
Your
site
should
s�ll
be
‘selling’
your
products/
services!
For
every
100
people
that
visit
your
site
you
should
have
2
genera�ng
a
lead/
sale
11. Applying
Ecommerce
Thinking
to
PPC
Ecommerce
retailers
�e
all
marke�ng
spend
down
to
ROI
Everything
has
to
drive
a
return
Ecommerce
retailers
o�en
use
advanced
features
of
Paid
Search
to
deliver
greater
conversion
– Dynamic
ads
– Enhanced
Campaigns
– Loca�on
Extensions
– Sitelinks
If
you
look
at
all
of
your
marke�ng
spend
in
this
way
you
can
also
improve
returns
12. Dynamic
Search
Ads
Dynamic Search Ads (DSA) are generated for you by Google. They
target relevant customers with ads generated directly from your web
site – dynamically
These ads complement your existing keyword based campaigns to
deliver more clicks and conversions with less effort
13. Why
Use
Dynamic
Search
Ads?
It’s effective - during testing, most advertisers saw 5-10% more
clicks and conversions with satisfactory ROI
It won’t compete with existing active keywords
It will not affect your campaigns’ quality score
You can use Sitelinks, location extensions, product extensions,
social extensions & phone extensions with your DSA campaign to
match search queries to favourable landing pages
14. How
do
Dynamic
Ads
Work?
When a relevant Google Search occurs, Google creates an ad with
a headline based on the search term used by your customer and
text based on your most relevant landing page
The ad enters the auction and competes normally – but is held
back for any search where you already have an eligible keyword-
targeted ad
It also advertises more of your in-stock inventory - without making
any changes to your existing keyword campaigns
15. Two
Things
to
Keep
in
Mind
1. Every day 16% of searches are new searches that Google has
never seen before
2. Dynamic Search Ads keep your AdWords campaigns in sync with
what you’re selling and what users are searching for right now
16. Enhanced
Campaigns
Enhanced cost-per-click (CPC) is a bidding feature on Google
AdWords, it increases and decreases your bids automatically based
on the likelihood of your ad converting
This way, you get more value from your ad budget by:
– Making it easier to reach people across devices with the right
ads, based on their specific location, time of day & device
type.
– Helping you manage complex targeting, bidding & ads for
different platforms like mobile and computers all within the
same campaign.
– Reducing the number of campaigns you need to create.
17. Why
Use
Enhanced
CPC?
Increase profits
– It automatically allocates your money on clicks that are likely to
convert
It allows you to experiment
– It monitors its’ impact on your campaign by leaving a percentage of
your bids untouched
Powerful advertising tools
– Manage bids across devices, locations and time
Smarter ads optimised for varying user contexts
– Show the right creative, sitelink, app or extension based on the
context of your prospective customers and the devices they’re
using.
Advanced reports to measure new conversion types
– Such as calls, digital downloads across devices
18. How
Does
it
Work?
Enhanced CPC will increase your max CPC bid by up to 30% when
it sees a good opportunity for better conversion rates
It may also lower your max CPC by any amount (even more than
30%) if it determines a conversion isn't likely, so you'll pay less for
clicks that convert less
– Resulting in increased conversions
19. Loca�on
Extensions-‐What
are
they?
A map linked to your ads that
shows searchers how they
can find you
Enhancements that allow
searchers to see targeted
relevant information in your
ads such as location, phone
number, and customer
reviews
Display additional information
across Google Search,
Mobile and Google Maps
20. Why
Use
Loca�on
Extensions?
97% of web users research online for products/services
20% of desktop searches are location related
1 in 3 mobile searches are location related
Benefits- you can reach your customers
– While they are on Google Search
– While they are on Google Maps
– While they are on Google Mobile
Up to 4 times more ad space at the top of Google Search page
Increase click-through-rate
Boost your conversions
Enhance your Google Maps listing
Show people the distance to your location with
hyperlocal mobile format to drive people in-store
21. Adwords
Sitelinks
Sitelinks is a feature of AdWords that allows you to provide up to 6
additional destination URLs for users to your site
This allows you to direct customers to the most relevant page on
your site
– and its
Easy
Makes ads more targeted
22. Benefits
of
Sitelinks
Get more relevant customers to your website
Improve the profitability of your search campaigns
Improve your ads’ conversion rates with highly
relevant landing pages
Highlight promotions - this allows you to update your
ads with seasonal or promotional offers without
making changes to your keywords
It works with your existing ads (if you haven’t got it enabled)
Increases Click Through Rates (CTRs) & Conversion
23. Conclusion
PPC
works
well
when
used
in
a
strategic
way
by
experience
professionals
Experimenta�on
if
you
are
not
experienced
can
be
costly
&
hit-‐and-‐miss
Thinking
like
a
retailer
&
making
every
penny
count
can
yield
be�er
results
Yet!
-‐
PPC
isn’t
just
for
internet
retailers
Consider
the
many
advanced
op�ons
Repor�ng
&
measurement
are
a
necessity-‐
not
op�onal
