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  • 1. PPC Challenge
  • 2. What is PPC?
  • 3. Paid Ads Organic Results
  • 4. SEO vs PPC ● Long-Term > It takes time to see organic results ● Instant > After setup, results are almost immediate ● A gradual process to improve results over time ● ● Requires ongoing optimization Requires management to ensure budget is properly allocated (can be costly if not careful) ● Once budget is stopped, so does traffic and results ● Results continue even after work stops (budget ends) http://unbounce.com/ppc/seo-vs-ppc-infographic/
  • 5. Keywords A term on which advertisers bid to trigger their paid search ads to be shown to relevant users. Search Query Keyword
  • 6. Acronyms, Acronyms PPC ... Pay Per Click CPC ... Cost Per Click CPM ... Cost Per Thousand (Impressions) CPA ... Cost Per Acquisition (or Action) CTR ... Click Through Rate SEO ... Search Engine Optimization SERP … Search Engine Results Page http://searchengineland.com/a-paid-search-glossary-33798
  • 7. AdWords
  • 8. Account Management
  • 9. Planning your Adwords account
  • 10. Keyword Report
  • 11. Message Match http://unbounce.com/ppc/play-matchmaker-with-ppc-ads-and-landing-pages/
  • 12. Gia’s Recommended Resources Glossary of Terms http://searchengineland.com/a-paid-search-glossary-33798/ PPC Landing Page Elements http://unbounce.com/landing-page-articles/the-anatomy-of-a-landing-page/ http://webinar.unbounce.com/science-of-landing-pages-recording/ Message Match http://unbounce.com/ppc/play-matchmaker-with-ppc-ads-and-landing-pages/
  • 13. Jakki’s Recommended Resources (from Adwords) Campaign & Ad Management https://support.google.com/adwords/certification/topic/2799683? hl=en&ref_topic=2799680 Budget & Bidding https://support.google.com/adwords/topic/3119127?hl=en&ref_topic=3119122 Landing pages & Adwords https://support.google.com/adwords/answer/1659694
  • 14. Keyword Matching Options https://support.google.com/adwords/answer/3441489? hl=en&ref_topic=3122868&rd=1 Conversions & Tracking https://support.google.com/adwords/answer/1722054?hl=en Reporting in Adwords https://support.google.com/adwords/certification/topic/2795215? hl=en&ref_topic=2792638
  • 15. Q&A Go start kicking ass at http://google. adwords.com