Everything you need to know about pay per click advertising but were afraid to ask...

e-CBD PPC / Paid Search Workshop

What is Paid Search?
Pay-Per-Click (PPC)

Paid Search: Common Names
Pay-Per-Click (PPC)
Search Engine Marketing (SEM)
Sponsored Links
Buying Keywords
Paying Google
Banner / Display Ads
& … ????

PPC :: What It Can Do
Quickly gain traffic for your site
Test products, ideas, keywords (SEO)
Support organic search results (SEO)
Hyper target customers
Highly measurable results

PPC :: What It Can’t Do
Create traffic that doesn’t exist
Create interest that doesn’t exist
Increase your organic (SEO) results
Be your Google “Sugar Daddy”
PPC is not an endless stream of business

Let’s Break It Down…
Search Engine Results Pages (SERP’s)
Where PPC Ads Live…

Breaking Down the SERP’s

PPC
Organic
Places

PPC
Organic

PPC
PPC
Organic
Organic
Places

PPC
Local
Organic

Business Objectives?
Not Just “How To”…
But, “WHY?!”

Increased Sales?
Branding?
Keeping up with market?
Crushing your competition!!
Increase awareness of product *XY*?
Support other marketing channels?

Outcomes: Goals?
Item Purchases
Lead Submissions
Phone Calls
Page Views (specific; informational)
Directions (page views)
Request for Information (download?)
Visitor Counts

Business Objectives.
Business Objectives!
Business Objectives !!

Building a PPC Account
The Nuts & Bolts

Starting Up
Create a Google Account
Decide how you’ll pay for clicks

Account Components
Account – total budget amount, admin access, billing info, time zone settings
Campaign – geo-targeting, day-parting, budget allotment, device targeting, bid types
Ad Group – ad creative & keyword organization
Keyword – “searcher-facing” portion (user access point)
Ad Creative – messaging; keyword targeting

PPC Manager’s Perspective

Account Components
Campaigns
Ads
Ad Groups
Keywords

(More) Manager’s Perspective
And here’s where it can start to get a bit more complicated...

Searcher’s Perspective
(searcher)
“keyword phrase”
Lead Submission:
“Tell Me More !!”

Searcher’s Perspective

Choosing Keywords
Targeting !!

KeyWord Resources
Start with your website
Then competitor websites
Hand-typed research
Analytics tools: referral keywords
Google’s KeyWord Tool

KeyWord Resources
https://adwords.google.com/select/KeywordToolExternal

KeyWord Match Types
Broad Match
keyword phrase
Phrase Match
“keyword phrase”
Exact Match
[keyword phrase]

Writing Ad Copy
Make It Relevant!

Ad Copy Elements
Title Line – 25 ch.
Ad Line #1 – 35 ch.
Display URL – 35 ch.
Destination URL – 1,024 ch.

“Destination URL” Element
Title Line – 25 ch.
Display URL – 35 ch.
Destination URL – 1,024 ch.
www.weddingplanners.com/wedding-venue-examples
(/specific-picture/?track_code=keyword-1&track_code…)

Conversion Tracking
How You Know You’re Winning!

Conversion Tracking
Conversion Snippet: apply to your “Thank You” page

Conversion Tracking

Landing Pages
Fulfill Your Ad’s Promise

Landing Pages Must:
Be relevant to your ad !!
If you said “on sale” the landing page better feature something “on sale”
If there was a price mentioned, it’d better be there!
Provide clear action steps
“Don’t Make Me Think”
Be about the item your ad promotes…
… and ONLY that item.
No “pop-up’s”
No redirects

Analyzing Results
Making Sense of the Data
Optimization Opportunities!!

Overview: PPC Metrics
Impression = Ad appearance
Click = Searcher clicks an ad
CTR = Click-through-Rate- Ratio: Clicks / Impressions = CTR - Measure of ad, keyword, campaign effectiveness
Ad Position = Ranking of your ad creative (averaged)
Cost = Spend per keyword, ad, ad group, campaign…
Conversion = Action completed by searchers(i.e., lead submission, email, purchase, etc.)

Overview: PPC Metrics

Optimizing Your Account
Kill the Losers !!
Promote the Winners !!

Optimization Tips:
A/B Test Ad Copy
Negative Keywords
Multiple match types, same keyword
Cost-per-Click bidding
A/B Test Landing Pages
AdWords Editor

AdWords Editor

Q & A:

Thanks !
Ryan Pryor
Director of Search & Analytics
Dealerskins, USA
ryan@wordsgohere.com
@ryanpryor

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Everything you need to know about pay per click advertising but were afraid to ask...

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