An Introduction to PPC Paid Search
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An Introduction to PPC Paid Search

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An introduction to PPC and AdWords by iProspect Ireland's Senior Digital Manager, Joanne Allen.

An introduction to PPC and AdWords by iProspect Ireland's Senior Digital Manager, Joanne Allen.

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An Introduction to PPC Paid Search Presentation Transcript

  • 1. IPROSPECT Introduction To PPCCopyright © 2013, iProspect, Inc. All rights reserved.
  • 2. TODAY’SCopyright © 2011, iProspect, Inc. All rights reserved. Digital Performance on a Global Scale.
  • 3. Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 4. PAID SEARCH Paid Search Advertising is a method of placing online advertisements on Web pages that show results from search engine queries Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the natural/un-paid/organic/algorithmic search results Digital Performance on a Global Scale.Copyright © 2013, iProspect, Inc. All rights reserved.
  • 5. PAID SEARCH Digital Performance on a Global Scale.Copyright © 2013, iProspect, Inc. All rights reserved.
  • 6. PAID SEARCH The main differences between PPC and SEO are: 1. Position on the search results page 2. Traffic Potential 3. Associated Costs 4. Time Commitment 5. Website Involvement Digital Performance on a Global Scale.Copyright © 2013, iProspect, Inc. All rights reserved.
  • 7. 1. POSITION Digital Performance on a Global Scale.Copyright © 2013, iProspect, Inc. All rights reserved.
  • 8. 1. POSITION Digital Performance on a Global Scale.Copyright © 2013, iProspect, Inc. All rights reserved.
  • 9. 1. POSITION Digital Performance on a Global Scale.Copyright © 2013, iProspect, Inc. All rights reserved.
  • 10. 2. TRAFFIC POTENTIAL Digital Performance on a Global Scale.Copyright © 2013, iProspect, Inc. All rights reserved.
  • 11. 3. ASSOCIATED COSTS Digital Performance on a Global Scale.Copyright © 2013, iProspect, Inc. All rights reserved.
  • 12. 5. WEBSITE INVOLVEMENT Website optimisation is Website optimisation is The performance ,, The performance not essential for PPC not essential for PPC optimisation and optimisation and unless Online Sales and unless Online Sales and coding of the website is coding of the website is a positive user a positive user central to SEO central to SEO experience are your experience are your main goals main goals Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 13. BENEFITS OF PAID SEARCH Digital Performance on a Global Scale.Copyright © 2013, iProspect, Inc. All rights reserved.
  • 14. INCREASED VISIBILITY Source: http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html Digital Performance on a Global Scale.Copyright © 2013, iProspect, Inc. All rights reserved.
  • 15. INSTANT RESULTS Paid Search activity can be up and running within 24 hours and driving results instantly Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 16. SALES Digital Performance on a Global Scale.Copyright © 2013, iProspect, Inc. All rights reserved.
  • 17. CUSTOMERS WHO PURCHASE ONLINE ARE  30% MORE LIKELY TO PERFORM A SEARCH  17% MORE LIKELY TO HAVE CLICKED ON A PPC AD Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 18. SEARCH PURCHASE PATHS Source: Google & Econsultancy Digital Performance on a Global Scale.Copyright © 2013, iProspect, Inc. All rights reserved.
  • 19. SEARCH DRIVES OFFLINE SALES 38% of Irish consumers researched online before purchasing offline in 2012 This figure has doubled since 2010 Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 20. THE AUCTION Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 21. THE AUCTION Every time a user searches on Google an auction is triggered based on a formula known as Ad Rank Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 22. AD RANK Ad Rank is calculated by multiplying the Cost Per Click of each keyword by the Quality Score of the campaign. Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 23. Ads with stronger Ad Rank pay less on Google Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 24. COST Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 25. IMPRESSION SHARE Impression Share is a metric that represents the percentage of times ads were shown out of the total available impressions for which they were eligible. • Lost IS (Budget) – Missed Impressions Due To Budget Restrictions • Lost IS (Rank) – Missed Impressions Due To Quality Score & CPCs Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 26. THE 6 PILLARS OF ADWORDS Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 27. THE 6 PILLARS OF ADWORDS Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 28. THE 6 PILLARS OF ADWORDS Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 29. RELEVANCY Relevancy is the key to creating efficient campaigns and should be evident in all aspects of AdWords campaigns. The more relevant the campaign, the more likely users will be to engage and the better the overall performance. Digital Performance on a Global Scale.Copyright © 2013, iProspect, Inc. All rights reserved.
  • 30. In Paid Search our focus is on choosing the most relevant keywords Keywords transcend audience profiles Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 31. The more relevant your campaignsare to your product, the stickier andmore successful your campaign willbe! Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 32. THE 6 PILLARS OF ADWORDS Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 33. Keywords are the foundation for Search Marketing Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 34. KEYWORD CHECKLIST Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 35. MATCH TYPES Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 36. MATCH TYPES Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 37. MATCH TYPES Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 38. MATCH TYPES Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 39. MATCH TYPES Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 40. NEGATIVE KEYWORDS Negative Keywords Daylight Robbery rob day Negative Keywords Fire Fireman Sam cartoon Be Careful! Adding a term like ‘day light’ will block all activity on light, light bulbs etc Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 41. KEYWORD TOOL Google Keyword Tool: https://adwords.google.com/keywordtool Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 42. KEYWORD TOOL Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 43. THE 6 PILLARS OF ADWORDS Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 44. ACCOUNT STRUCTURE Account Structure is vital in ensuring control and a method to the madness that is AdWords. Daily Budgets are set at the Campaign level Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 45. ACCOUNT STRUCTURE Accounts can include up to 10,000 Campaigns, 20,000 Ad Groups per Campaign and 10,000 Keywords per Ad Group! Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 46. ACCOUNT STRUCTURE EXAMPLE Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 47. ACCOUNT STRUCTURE EXAMPLE Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 48. ACCOUNT STRUCTURE EXAMPLE Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 49. THE 6 PILLARS OF ADWORDS Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 50. AD COPY AdWords Ad Copy is an opportunity to reach out to new and existing customers so put your best foot forward AdWords will complement your SEO strategy as the messaging can be much more specific and go live immediately. Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 51. AD COPY Roses Buy Roses Online Buy 12 Red Roses Online For Just €60. Offer For Today Only. www.redroses.ie Tulips Buy Tulips Online Buy A Bouquet Of 30 Tulips Here For Just €30. Offer Ends Today. www.tulips.ie Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 52. AD COPY Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 53. THE 6 PILLARS OF ADWORDS Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 54. WEBSITE CHECKLIST Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 55. THE 6 PILLARS OF ADWORDS Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 56. OPTIMISATION Did you know that 25% of search queries Google sees on a daily basis are brand new? As search patterns, consumer behaviour, products and offers change so too must AdWords. Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 57. IPROSPECT AdWords PerformanceCopyright © 2012, iProspect, Inc. All rights reserved.
  • 58. UNDERSTANDING PERFORMANCE Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 59. UNDERSTANDING PERFORMANCE Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 60. IPROSPECT Ad ExtensionsCopyright © 2012, iProspect, Inc. All rights reserved.
  • 61. AD EXTENSIONS Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 62. LOCATION EXTENSIONS Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 63. CLICK TO CALL Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 64. SITELINKS Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 65. SOCIAL EXTENSIONS Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 66. CLICK TO DOWNLOAD Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 67. IPROSPECT Where’s My Ad?Copyright © 2012, iProspect, Inc. All rights reserved.
  • 68. WHERE’S MY AD • Is the exact term in the account? Remember – Remember – • Is the search term relevant? Every auction is Every auction is unique! unique! • Is there sufficient budget? • Have you checked page 2? • Did you see the ad earlier today? • Where are you targeting? • What does the latest Impression Share report tell you? Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 69. IPROSPECT Remember…Copyright © 2012, iProspect, Inc. All rights reserved.
  • 70. Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.
  • 71. Thank You Digital Performance on a Global Scale.Copyright © 2011, iProspect, Inc. All rights reserved.