pay per click Advertising

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presented by: Highly experienced and successful Search Engine Marketer with experience in a wide variety of industries including software, CPG, telecommunications, apparel, travel, education and professional services.

SpecialtiesPay Per Click campaign management and Search Engine Optimization for superior return on investment. Also experienced in Conversion Optimization including landing pages and conversion funnel.

Published in: Technology, Design
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pay per click Advertising

  1. 1. An introduction to Pay Per Click Advertising The Good, The Bad & The Ugly Alexandra Baird – SEM Consultantwww.mobiZONEinc.com
  2. 2. What is PPC?
  3. 3. Benefits of PPC • Only pay when people click • Results come in quickly • Cost is easy to control • Changes are easy to make and upload fast • There’s an on/off switch • No contracts • Great testing ground for messaging • Visitors are a targeted user- they searched for you!
  4. 4. How PPC Works
  5. 5. Keyword Match TypesEXACT / PHRASE / BROAD• EXAMPLE:• Keyword phrase bid on: Tennis shoes• Actual search query that triggers your ad: • Exact Match: Tennis shoes • Phrase Match: Nike Tennis shoes on sale • Broad Match: Leather shoes for Tennis • Broad Match: Stan Smiths on sale
  6. 6. Importance of Relevancy
  7. 7. Importance of Relevancy
  8. 8. Importance of Relevancy
  9. 9. Importance of Relevancy
  10. 10. 5 Myths of PPC • You don’t need PPC if you are ranking well organically • Being in the 1st ad position is where you want to be • Once you’ve set up your campaign, you can forget it. • You should only run your ads during business hours • Your in-house marketing team / admin assistant / social media guy are good candidates for PPC management
  11. 11. Google Adwords: New Ad Formats
  12. 12. Google Adwords: New Ad Formats Call Extension
  13. 13. Google Adwords: New Ad Formats
  14. 14. PPC Measurement & Analysis:Campaign Level
  15. 15. PPC Measurement & Analysis:Keyword Level • Need to understand how much you can afford to pay per “conversion” (whether it be a lead or a transaction). • Once you know this, you can adjust your keyword-level bids accordingly
  16. 16. Comparing PPC to Site Performance
  17. 17. Key PPC Metric: Bounce RatePer Keyword
  18. 18. www.mobiZONEinc.com

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