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PPC Introduction (Jigsaw Internet Solutions)
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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.

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) PPC Introduction (Jigsaw Internet Solutions) Presentation Transcript

    • Introduction to PPC (Pay Per Click Advertising) Monday, 14 September 2009 1
    • 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
    • Benefits Of PPC • Extremely targeted • Budget control • Measurable • Immediate results • Very cheap compared to traditional forms of marketing Monday, 14 September 2009 3
    • PPC Networks • Google AdWords • Yahoo Search Network • Microsoft AdCenter (MSN & Bing) • Many small 2nd tier networks Monday, 14 September 2009 4
    • 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
    • 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
    • Google AdWords is much more work initially but almost always worth the extra effort! Monday, 14 September 2009 7
    • The 2 sides of Google AdWords Permission • Search Network Marketing Interruption • Content Network Marketing Monday, 14 September 2009 8
    • Sponsored search results Text Natural search results Monday, 14 September 2009 9
    • Title (25 chars) 2 lines of ad copy (2x 35 chars) Display URL (35 chars) An AdWord Ad Monday, 14 September 2009 10
    • Content Network Ads Monday, 14 September 2009 11
    • AdWords (Search) Hirearchy • AdWords • Campaigns • AdGroups • Keywords • Ads Monday, 14 September 2009 12
    • How the auction works Monday, 14 September 2009 13
    • 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
    • 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
    • High Click Through Rate (CTR) • Using the right relevant keywords • Writing compelling ads • Split testing & constantly tweaking Monday, 14 September 2009 16
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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