Why Pay-Per-Click is Crucial to Your Search Engine Marketing Strategy (…and 10 Major Tricks you might be missing) Jackie H...
<ul><li>About Jackie Hole </li></ul><ul><li>Online Digital Marketing Consultant and training course provider since 1999 </...
What is PPC? (For the newbies out there)
Sponsored listings (PPC)
Organic listings (SEO)
<ul><li>What is Pay-per-Click (PPC)?: </li></ul><ul><li>PPC is online Advertising </li></ul><ul><li>Advertisers bid agains...
<ul><li>PPC is: </li></ul><ul><li>Fast </li></ul><ul><li>Flexible </li></ul><ul><li>Controllable </li></ul><ul><li>Multi D...
Why should you use PPC?
<ul><li>PPC is the quickest and most targeted form of SEARCH MARKETING </li></ul>+ = PPC – why you should be using it
<ul><li>PPC is NIMBLE </li></ul>PPC – why you should be using it
<ul><li>You only PAY when someone CLICKS </li></ul>PPC – why you should be using it
<ul><li>PPC can give you #1 Positions  </li></ul># 1 in Google? PPC – why you should be using it
<ul><li>PPC can ‘protect’ your BRAND space </li></ul>PPC – why you should be using it
<ul><li>Quickly gather feedback from campaigns </li></ul>PPC – why you should be using it
<ul><li>Split test ads and landing pages </li></ul>Single Web Page Page A Page B PPC – why you should be using it
<ul><li>PPC has formats galore! </li></ul>PPC – why you should be using it
Yet with all this control many business fail to get the best out of their PPC campaigns Why?
<ul><li>Setting up a PPC account is easy </li></ul><ul><li>Pre-knowledge is assumed by PPC engines </li></ul><ul><li>Many ...
So how can we improve?
<ul><li>Reasons that your campaign may not be performing </li></ul><ul><li>Lack of Campaign Planning </li></ul><ul><li>Lac...
#1 Better Planning & Structure
<ul><li>What should be considered in a PPC Campaign Plan </li></ul>the more thought and planning you do up front,  the les...
Improve your PPC #1 Better Planning : Better Structure Account Structure Structure your account effectively – but don’t ta...
<ul><li>Name your ad groups! </li></ul><ul><li>Easier to find what you are looking for at a glance </li></ul><ul><li>Easie...
<ul><li>Use a mind mapping software </li></ul><ul><li>X-mind </li></ul><ul><li>Mind Manager </li></ul>Improve your PPC #1 ...
#2 Switch off Defaults
<ul><li>Default Settings can cost you money! </li></ul><ul><li>Switch off the display network </li></ul><ul><li>Adwords ca...
<ul><li>Default Settings can cost you money! </li></ul><ul><li>Ads do not need to run 24 hours to get results </li></ul>Im...
#3 Separate the Networks
<ul><li>Separate different types of network </li></ul><ul><li>Different types of network have very different types of beha...
<ul><li>Your content ad could be dragging your search network down </li></ul>Improve your PPC #3 Separate the networks
#4 Use Tools
<ul><li>Adwords Editor makes campaign wide site changes quick and easy </li></ul>Improve your PPC #4 Use Tools
<ul><li>Excel Spreadsheets can help organise information offline </li></ul>Email  [email_address]  for a free copy Improve...
<ul><li>If you can afford it, use automatic bid management tools </li></ul>Improve your PPC #4 Use Tools
# 5 work on your CTR
<ul><li>CTR can affect your CPC! - 10 things to help increase your CTR! </li></ul><ul><li>Increase your maximum bid then l...
<ul><li>If your ad is seen as not relevant, you will have to pay more to  </li></ul><ul><li>advertise </li></ul>Improve yo...
# 6 Use a Privacy Policy
<ul><li>If you are collecting information – use a prominent privacy policy </li></ul><ul><li>Not doing so can cost you in ...
# 7 Effective Keyword Matching
<ul><li>Effective use of keyword matching </li></ul><ul><li>If you are using broad match – ** use negative keywords **  (t...
# 8 Don’t tax the system
<ul><li>Don’t tax the system </li></ul><ul><li>Limit Ads to 2 or 3 per group </li></ul><ul><li>Limit keywords to 5 – 20 pe...
<ul><li>Budget Realism </li></ul><ul><li>Adwords is an automated system </li></ul>= Improve your PPC #8 Don’t tax the syst...
# 9 Try out New Features
<ul><li>New Feature TOP TIP: Re-marketing </li></ul>Show ads to users who have previously visited your website Improve you...
<ul><li>New Feature TOP TIP: Expanded Broadmatch </li></ul>Maintain control of your keyword list Improve your PPC #9 Try o...
# 10 Test EVERYTHING
<ul><li>Split test ads and landing pages </li></ul>Single Web Page Page A Page B Improve your PPC #10 Test Everything
<ul><li>Setting up Experiments </li></ul><ul><li>By testing variations within your existing campaigns you can determine </...
<ul><li>Use the Google Adwords Optimizer </li></ul><ul><li>You have to have at least 15 conversion in the last 30 days </l...
Takeaways?
<ul><li>Testing & failing are a part of learning, so don’t give up!   </li></ul><ul><li>Planning helps prevent campaigns f...
If you are spending more in man hours and budget than it might cost you to hire a professional… Improve your PPC #10 Test ...
Time to get help?   www.carnivalcreative.com email: info@carnivalcreative.com @carnivalagency @jackiehole Tel: +44 (0) 113...
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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. #thinkvis

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

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