Introduction To PPC
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Introduction To PPC

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Michael from BraveMedia.ie presented to

Michael from BraveMedia.ie presented to

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Introduction To PPC Introduction To PPC Presentation Transcript

  • 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 over 2012• No minimum spend• Target your market specifically• Over €4bn spend online in Ireland in 2012 (75% abroad)
  • 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 carefully!• Have strong call-to-action
  • 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
  • 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 beautifulBeautiful cars flowers YesBeautiful carsGarden centers YesGarden centers YesFlower Beds Yes
  • Phrase MatchKeyword – Beautiful Flowers Will My Ad Show?Beautiful Flowers YesBuy beautiful flowers YesBeautiful cars NoGarden centers NoFlower Beds No
  • Exact MatchKeyword – Beautiful Flowers Will My Ad Show?Beautiful Flowers YesBuy beautiful flowers NoBeautiful cars NoGarden centers NoFlower Beds No
  • Choosing Keywords
  • Choosing Keywords
  • Ads
  • Dynamic Keyword Insertion• Puts keyword searched into Ad• E.g. Brave Media• {keyword} = “brave media”• {Keyword} = “Brave media”• {KeyWord} = “Brave Media”
  • 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 • 50% Week 3• Track effectiveness of it• LEARN FROM IT
  • Twitter, Links & Thanks!• http://www.google.com/ads/learn/• http://www.ipassexam.com/• http://www.ppchero.com/• Twitter • @PPCHero • @iPassExam • @GoogleDisplay • @sengineland