PPC Introduction (Jigsaw Internet Solutions)

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A brief introduction to PPC advertising, specifically Google Adwords. Detailing different types of keywords and then focusing on how to achieve high quality scores.

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PPC Introduction (Jigsaw Internet Solutions)

  1. 1. Introduction to PPC (Pay Per Click Advertising) Monday, 14 September 2009 1
  2. 2. Terminology • PPC = Pay Per Click • CTR = Click Through Rate • QS = Quality Score • SERPS = Search Engine Results Page • CPC = Cost Per Click Monday, 14 September 2009 2
  3. 3. Benefits Of PPC • Extremely targeted • Budget control • Measurable • Immediate results • Very cheap compared to traditional forms of marketing Monday, 14 September 2009 3
  4. 4. PPC Networks • Google AdWords • Yahoo Search Network • Microsoft AdCenter (MSN & Bing) • Many small 2nd tier networks Monday, 14 September 2009 4
  5. 5. Google AdWords • AdWords is great because: • 70% market share = lots of traffic • Best interface to work with • Best stats & tracking • Most up to date data • Less fraud than any other network Monday, 14 September 2009 5
  6. 6. Google AdWords • Also the hardest network in some ways.... • They have higher expectations • They care more about their users than money • They require more work • More competition = more expensive clicks Monday, 14 September 2009 6
  7. 7. Google AdWords is much more work initially but almost always worth the extra effort! Monday, 14 September 2009 7
  8. 8. The 2 sides of Google AdWords Permission • Search Network Marketing Interruption • Content Network Marketing Monday, 14 September 2009 8
  9. 9. Sponsored search results Text Natural search results Monday, 14 September 2009 9
  10. 10. Title (25 chars) 2 lines of ad copy (2x 35 chars) Display URL (35 chars) An AdWord Ad Monday, 14 September 2009 10
  11. 11. Content Network Ads Monday, 14 September 2009 11
  12. 12. AdWords (Search) Hirearchy • AdWords • Campaigns • AdGroups • Keywords • Ads Monday, 14 September 2009 12
  13. 13. How the auction works Monday, 14 September 2009 13
  14. 14. Quality Score! • Incredibly important to get good quality scores. Cheaper clicks! • Not that hard... • Relevant keywords • High CTR • Relevant landing page Monday, 14 September 2009 14
  15. 15. Relevant Keywords • Use Google keyword tool • Don’t be tempted to bid on irrelevant keywords • Make sure keywords are featured on landing page if at all possible • Split into many adgroups Monday, 14 September 2009 15
  16. 16. High Click Through Rate (CTR) • Using the right relevant keywords • Writing compelling ads • Split testing & constantly tweaking Monday, 14 September 2009 16
  17. 17. Relevant Landing Page • Don’t send traffic to your homepage. • Create relevant landing pages for a small set of keywords with relevant ad Monday, 14 September 2009 17
  18. 18. Keyword Types • Broad Match • Phrase Match • Exact Match • Negative Keywords • Following examples based on bidding for the keyword ‘red car’ Monday, 14 September 2009 18
  19. 19. Broad Match • Entered without any quotes • Ad shows when search string contains any combination of keyword with or without other words • e.g • red car • car red • where can i buy a red car • how much does a red car cost • looking for red fluffy dice for my blue car Monday, 14 September 2009 19
  20. 20. Phrase Match • Entered in “double quotes” • Ad shows when search string contains keywords only when together but with or without other words • e.g • red car • where can i buy a red car • how much does a red car cost Monday, 14 September 2009 20
  21. 21. Exact Match • Entered in [square brackets] • Ad only shows when exact keyword is typed with no other words • e.g • red car Monday, 14 September 2009 21
  22. 22. Negative Keywords • Entered with a -minus sign prefix • Means that key-phrases containing the negative keyword will not show up • e.g - negative keyword of -cheap • red car would show up • cheap red car would not. Even under broad & phrase match Monday, 14 September 2009 22
  23. 23. If you only remember these few things... • Keep Content Network completely separate from Search campaigns • Use broad match keywords with care • Always split test ads • Remember Google loves relevancy Monday, 14 September 2009 23

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