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

1. Introduction to PPC
(Pay Per Click Advertising)
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2. Terminology
• PPC = Pay Per Click
• CTR = Click Through Rate
• QS = Quality Score
• SERPS = Search Engine Results Page
• CPC = Cost Per Click
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3. Benefits Of PPC
• Extremely targeted
• Budget control
• Measurable
• Immediate results
• Very cheap compared to traditional
forms of marketing
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4. PPC Networks
• Google AdWords
• Yahoo Search Network
• Microsoft AdCenter (MSN & Bing)
• Many small 2nd tier networks
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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
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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
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7. Google AdWords is
much more work
initially but almost
always worth the
extra effort!
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8. The 2 sides of Google
AdWords
Permission
• Search Network Marketing
Interruption
• Content Network Marketing
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9. Sponsored search results
Text
Natural search results
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10. Title (25 chars)
2 lines of ad copy (2x 35 chars)
Display URL (35 chars)
An AdWord Ad
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11. Content Network Ads
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12. AdWords (Search)
Hirearchy
• AdWords
• Campaigns
• AdGroups
• Keywords
• Ads
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13. How the auction
works
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14. Quality Score!
• Incredibly important to get good
quality scores. Cheaper clicks!
• Not that hard...
• Relevant keywords
• High CTR
• Relevant landing page
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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
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16. High Click Through Rate
(CTR)
• Using the right relevant keywords
• Writing compelling ads
• Split testing & constantly tweaking
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17. Relevant Landing Page
• Don’t send traffic to your homepage.
• Create relevant landing pages for a
small set of keywords with relevant ad
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18. Keyword Types
• Broad Match
• Phrase Match
• Exact Match
• Negative Keywords
• Following examples based on bidding
for the keyword ‘red car’
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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
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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
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21. Exact Match
• Entered in [square brackets]
• Ad only shows when exact keyword is
typed with no other words
• e.g
• red car
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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
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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
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