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Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd
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Think Visibility March 2011 PPC Presentation by Jackie Hole Carnival Creative Ltd

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Think Visability March 2011 Jackie Hole / Carnival Creative Speaker notes. Why Pay-Per-Click / PPC is Crucial to Your Search Engine Marketing Strategy and 10 major tricks you might be missing. …

Think Visability March 2011 Jackie Hole / Carnival Creative Speaker notes. Why Pay-Per-Click / PPC is Crucial to Your Search Engine Marketing Strategy and 10 major tricks you might be missing. #thinkvis

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  • 1. Why Pay-Per-Click is Crucial to Your Search Engine Marketing Strategy (…and 10 Major Tricks you might be missing) Jackie Hole – Think Visibility Presentation – March 2011
  • 2.
    • About Jackie Hole
    • Online Digital Marketing Consultant and training course provider since 1999
    • Head of SEO and Online Marketing for various agencies since 2004
    • PPC & Adsense affiliate since 2004
    • Migrated to agency PPC, Analytics & Conversion improvement in 2007
    • About Carnival Creative
    • A fresh new agency with a team of seasoned professionals combining unique skills and experience to provide high level consultancy, support and training in Digital Marketing, SEO, PPC and all things social...
    • The Team
    • Carla Marshall – SEO Search & Social Media
    • Dan McGuire – WordPress/DEV
    • Jackie Hole – PPC, Analytics, Conversion improvement & Training.
    Meet the Team
  • 3. What is PPC? (For the newbies out there)
  • 4. Sponsored listings (PPC)
  • 5. Organic listings (SEO)
  • 6.
    • What is Pay-per-Click (PPC)?:
    • PPC is online Advertising
    • Advertisers bid against each other to appear in the sponsored listings
    • Advertisers pay for advertising per click, per impression
    • PPC has many interfaces - Google, Yahoo, Bing, Facebook, Yell
    PPC – a quick overview for the beginners
  • 7.
    • PPC is:
    • Fast
    • Flexible
    • Controllable
    • Multi Display
    • Growing & Changing
    PPC – a quick overview for the beginners
  • 8. Why should you use PPC?
  • 9.
    • PPC is the quickest and most targeted form of SEARCH MARKETING
    + = PPC – why you should be using it
  • 10.
    • PPC is NIMBLE
    PPC – why you should be using it
  • 11.
    • You only PAY when someone CLICKS
    PPC – why you should be using it
  • 12.
    • PPC can give you #1 Positions
    # 1 in Google? PPC – why you should be using it
  • 13.
    • PPC can ‘protect’ your BRAND space
    PPC – why you should be using it
  • 14.
    • Quickly gather feedback from campaigns
    PPC – why you should be using it
  • 15.
    • Split test ads and landing pages
    Single Web Page Page A Page B PPC – why you should be using it
  • 16.
    • PPC has formats galore!
    PPC – why you should be using it
  • 17. Yet with all this control many business fail to get the best out of their PPC campaigns Why?
  • 18.
    • Setting up a PPC account is easy
    • Pre-knowledge is assumed by PPC engines
    • Many business don’t know where to start but start anyway
    • Businesses have high expectations of results
    • Business do not consider the entire SEM mix
    • Training is not considered
    • Higher spend/fewer sales
    • Disappointment and distrust of PPC
    • Giving up
    This can result in Why do so many PPC Campaigns Fail ? PPC – why campaigns fail
  • 19. So how can we improve?
  • 20.
    • Reasons that your campaign may not be performing
    • Lack of Campaign Planning
    • Lack of Campaign Structure
    • Use of Default settings
    • Not Separating the content & search network
    • Not using tools to save time and energy
    • CTR needs more work
    • Less is more (fewer ads, fewer keywords)
    • Lazy PPC Ads
    • Default Keyword options
    • TRACKING – think about it before you start
    • Conversions not clicks
    PPC fail?
  • 21. #1 Better Planning & Structure
  • 22.
    • What should be considered in a PPC Campaign Plan
    the more thought and planning you do up front, the less time you will spend correcting in the end. Improve your PPC #1 Better Planning : Better Structure
  • 23. Improve your PPC #1 Better Planning : Better Structure Account Structure Structure your account effectively – but don’t take it literally… name your ad groups!
  • 24.
    • Name your ad groups!
    • Easier to find what you are looking for at a glance
    • Easier to navigate reports
    Improve your PPC #1 Better Planning : Better Structure
  • 25.
    • Use a mind mapping software
    • X-mind
    • Mind Manager
    Improve your PPC #1 Better Planning : Better Structure
  • 26. #2 Switch off Defaults
  • 27.
    • Default Settings can cost you money!
    • Switch off the display network
    • Adwords can fritter away your hard earned cash on the display network
    Improve your PPC #2 Switch off Defaults
  • 28.
    • Default Settings can cost you money!
    • Ads do not need to run 24 hours to get results
    Improve your PPC #2 Switch off Defaults
  • 29. #3 Separate the Networks
  • 30.
    • Separate different types of network
    • Different types of network have very different types of behaviour
    search display Improve your PPC #3 Separate the networks
  • 31.
    • Your content ad could be dragging your search network down
    Improve your PPC #3 Separate the networks
  • 32. #4 Use Tools
  • 33.
    • Adwords Editor makes campaign wide site changes quick and easy
    Improve your PPC #4 Use Tools
  • 34.
    • Excel Spreadsheets can help organise information offline
    Email [email_address] for a free copy Improve your PPC #4 Use Tools
  • 35.
    • If you can afford it, use automatic bid management tools
    Improve your PPC #4 Use Tools
  • 36. # 5 work on your CTR
  • 37.
    • CTR can affect your CPC! - 10 things to help increase your CTR!
    • Increase your maximum bid then lower it incrementally
    • Split test rigorously
    • Pause ads & keywords that don’t perform well
    • Target your headline to your keywords
    • Use descriptions to highlight your USP’s
    • Separate the content /display network
    • Use Dynamic {Keyword: insertion}
    • Use scheduling tools
    • Target your landing page
    • Make sure pages have a privacy policy
    Improve your PPC #5 work on your CTR
  • 38.
    • If your ad is seen as not relevant, you will have to pay more to
    • advertise
    Improve your PPC #5 work on your CTR
  • 39. # 6 Use a Privacy Policy
  • 40.
    • If you are collecting information – use a prominent privacy policy
    • Not doing so can cost you in CTR and £
    Improve your PPC #6 Use a privacy policy
  • 41. # 7 Effective Keyword Matching
  • 42.
    • Effective use of keyword matching
    • If you are using broad match – ** use negative keywords ** (the more the merrier!)
    • Test exact and phrase match
    • Make them highly targeted and relevant
    • NEW FEATURE expanded broad match
    • Hotels leeds – broad match
    • [hotels leeds] – phrase match
    • “ hotels leeds” – exact match
    • +hotels +leeds – expanded broad match
    Improve your PPC #7 Effective keyword matching
  • 43. # 8 Don’t tax the system
  • 44.
    • Don’t tax the system
    • Limit Ads to 2 or 3 per group
    • Limit keywords to 5 – 20 per group
    • You can only have 25 campaigns
    • You can have up to 250 ad groups in a campaign
    • Set a realistic budget
    Improve your PPC #8 Don’t tax the system!
  • 45.
    • Budget Realism
    • Adwords is an automated system
    = Improve your PPC #8 Don’t tax the system! £10 a day 12 Ad groups 500 keywords 24 hours a day
  • 46. # 9 Try out New Features
  • 47.
    • New Feature TOP TIP: Re-marketing
    Show ads to users who have previously visited your website Improve your PPC #9 Try out new features
  • 48.
    • New Feature TOP TIP: Expanded Broadmatch
    Maintain control of your keyword list Improve your PPC #9 Try out new features
  • 49. # 10 Test EVERYTHING
  • 50.
    • Split test ads and landing pages
    Single Web Page Page A Page B Improve your PPC #10 Test Everything
  • 51.
    • Setting up Experiments
    • By testing variations within your existing campaigns you can determine
    • (with statistical significance) the impact of various shifts in your settings.  
    Improve your PPC #10 Test Everything
  • 52.
    • Use the Google Adwords Optimizer
    • You have to have at least 15 conversion in the last 30 days
    Improve your PPC #10 Test Everything
  • 53. Takeaways?
  • 54.
    • Testing & failing are a part of learning, so don’t give up!
    • Planning helps prevent campaigns from failing in the first place!
    • Don’t let your campaigns stagnate, test and develop constantly
    • Software is great, but doesn’t take the place of intelligent optimisation by a real person
    Improve your PPC #10 Test Everything
  • 55. If you are spending more in man hours and budget than it might cost you to hire a professional… Improve your PPC #10 Test Everything
  • 56. Time to get help? www.carnivalcreative.com email: info@carnivalcreative.com @carnivalagency @jackiehole Tel: +44 (0) 113 815 3301 PPC Management & Training

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