Pay-Per-ClickMichael Hillmichael@bravemedia.ie@mikejhillwww.BraveMedia.ie
Agenda•   Try not to bore you!•   What is PPC?•   Goals•   Building Your Account•   Is It Working?•   Exams!!
What is PPC?
Why Is It Important?• Reach target market quickly• Online spend  • 12.8% increase in 1st half of 2012 to €75m  • €130m ove...
Careful Now!• Treat Search & Display separately when analysing
Careful Now!• Treat Search & Display separately when analysing• Display will have much lower CTR
Careful Now!• Treat Search & Display separately when analysing• Display will have much lower CTR• Set your budget carefully!
Careful Now!• Treat Search & Display separately when analysing• Display will have much lower CTR• Set your budget carefull...
Careful Now!• Treat Search & Display separately when analysing• Display will have much lower CTR• Set your budget carefull...
Set Your Goals
Conversions Step 1
Conversions Step 2
Conversions Step 3
Conversions Step 4
Budget – Stick To It
Account Structure
Campaigns
Ad Groups• Campaign > Equestrian
Keywords• Equestrian > Horse Rugs
Keyword Types• Broad• “Phrase”*• [Exact]*• +Modified +Broad• -Negatives
Broad MatchKeyword – Beautiful Flowers   Will My Ad Show?Beautiful FlowersBuy beautiful flowers         YesBuy beautifulBe...
Phrase MatchKeyword – Beautiful Flowers   Will My Ad Show?Beautiful Flowers             YesBuy beautiful flowers         Y...
Exact MatchKeyword – Beautiful Flowers   Will My Ad Show?Beautiful Flowers             YesBuy beautiful flowers         No...
Choosing Keywords
Choosing Keywords
Ads
Dynamic Keyword Insertion• Puts keyword searched into Ad• E.g. Brave Media• {keyword} = “brave media”• {Keyword} = “Brave ...
Product Listings
Remarketing
Remarketing
Remarketing
Call-To-Actions• “Shop Now!”• “Buy Now!”• “Download Today!”• “Order Today”• “10% Off Today Only!”
Targeting
Ad Scheduling
Ad Scheduling
Targeting
Advanced Targeting
Mobile Ads
Don’t Touch Anything!!!
Best Friends
Best Friends
Best Friends
PPC Loves SEO!• Quality Score• Landing pages• Content must be relevant• Better website = lower Avg CPC
Exams!
GOMCHA Advice• Do your research  • Goals  • Keywords / Ad Scheduling• Budget your spend• E.g.  • 20% Week 1  • 30% Week 2 ...
Twitter, Links & Thanks!• http://www.google.com/ads/learn/• http://www.ipassexam.com/• http://www.ppchero.com/• Twitter  •...
Introduction To PPC
Introduction To PPC
Introduction To PPC
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Introduction To PPC

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Introduction To PPC

  1. 1. Pay-Per-ClickMichael Hillmichael@bravemedia.ie@mikejhillwww.BraveMedia.ie
  2. 2. Agenda• Try not to bore you!• What is PPC?• Goals• Building Your Account• Is It Working?• Exams!!
  3. 3. What is PPC?
  4. 4. Why Is It Important?• Reach target market quickly• Online spend • 12.8% increase in 1st half of 2012 to €75m • €130m over 2012• No minimum spend• Target your market specifically• Over €4bn spend online in Ireland in 2012 (75% abroad)
  5. 5. Careful Now!• Treat Search & Display separately when analysing
  6. 6. Careful Now!• Treat Search & Display separately when analysing• Display will have much lower CTR
  7. 7. Careful Now!• Treat Search & Display separately when analysing• Display will have much lower CTR• Set your budget carefully!
  8. 8. Careful Now!• Treat Search & Display separately when analysing• Display will have much lower CTR• Set your budget carefully!• Have strong call-to-action
  9. 9. Careful Now!• Treat Search & Display separately when analysing• Display will have much lower CTR• Set your budget carefully!• Have strong call-to-action• Track the URLs
  10. 10. Set Your Goals
  11. 11. Conversions Step 1
  12. 12. Conversions Step 2
  13. 13. Conversions Step 3
  14. 14. Conversions Step 4
  15. 15. Budget – Stick To It
  16. 16. Account Structure
  17. 17. Campaigns
  18. 18. Ad Groups• Campaign > Equestrian
  19. 19. Keywords• Equestrian > Horse Rugs
  20. 20. Keyword Types• Broad• “Phrase”*• [Exact]*• +Modified +Broad• -Negatives
  21. 21. Broad MatchKeyword – Beautiful Flowers Will My Ad Show?Beautiful FlowersBuy beautiful flowers YesBuy beautifulBeautiful cars flowers YesBeautiful carsGarden centers YesGarden centers YesFlower Beds Yes
  22. 22. Phrase MatchKeyword – Beautiful Flowers Will My Ad Show?Beautiful Flowers YesBuy beautiful flowers YesBeautiful cars NoGarden centers NoFlower Beds No
  23. 23. Exact MatchKeyword – Beautiful Flowers Will My Ad Show?Beautiful Flowers YesBuy beautiful flowers NoBeautiful cars NoGarden centers NoFlower Beds No
  24. 24. Choosing Keywords
  25. 25. Choosing Keywords
  26. 26. Ads
  27. 27. Dynamic Keyword Insertion• Puts keyword searched into Ad• E.g. Brave Media• {keyword} = “brave media”• {Keyword} = “Brave media”• {KeyWord} = “Brave Media”
  28. 28. Product Listings
  29. 29. Remarketing
  30. 30. Remarketing
  31. 31. Remarketing
  32. 32. Call-To-Actions• “Shop Now!”• “Buy Now!”• “Download Today!”• “Order Today”• “10% Off Today Only!”
  33. 33. Targeting
  34. 34. Ad Scheduling
  35. 35. Ad Scheduling
  36. 36. Targeting
  37. 37. Advanced Targeting
  38. 38. Mobile Ads
  39. 39. Don’t Touch Anything!!!
  40. 40. Best Friends
  41. 41. Best Friends
  42. 42. Best Friends
  43. 43. PPC Loves SEO!• Quality Score• Landing pages• Content must be relevant• Better website = lower Avg CPC
  44. 44. Exams!
  45. 45. GOMCHA Advice• Do your research • Goals • Keywords / Ad Scheduling• Budget your spend• E.g. • 20% Week 1 • 30% Week 2 • 50% Week 3• Track effectiveness of it• LEARN FROM IT
  46. 46. Twitter, Links & Thanks!• http://www.google.com/ads/learn/• http://www.ipassexam.com/• http://www.ppchero.com/• Twitter • @PPCHero • @iPassExam • @GoogleDisplay • @sengineland

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