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Pay Per Click Presentation 2008

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Explanation of how Adwords work with examples of OTEN and WSI campaign.

Explanation of how Adwords work with examples of OTEN and WSI campaign.

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  • 1. WSI - Google AdWords Campaign
    Paul King
    E-Marketing
  • 2. Advertisers specify “keywords” that trigger their adds
    User’s search Google's search engine on www.google.com with relevant keywords
    "sponsored ads" on the right side of the screen, and sometimes above the main search results appear.
    Adwords Explained
    Google Ads
    Organic results
  • 3. Adwords Terminology
  • 4. Target by Language
    Target by Location (Country, state, city, suburb)
    Target by any location from minimum 10 Kilometre radius.
    WSI Campaign settings
    Targeting
  • 5. CTR is the amount of clicks on an ad divided by Impressions (how often the ad displays)
    What is a good CTR ?
    Google specifies a minimum of .05%.
    CTR differs according to industry/business/area
    However typical CTR’s range from 1% to 3%.
    CTR - Click Through Rate
  • 6. Write Ads that will attract the readers attention
    (Constantly testing and tweaking ads)
    Relevant and optimised Keywords
    High Ad position
    WSI campaign is currently averaging 10.76%
    How to achieve a good CTR ?(Click Through Rate)
  • 7. Keywords should be Relevant
    Effective keyword lists should be built for each campaign
    Keywords should be targeted and divided between AdGroups
    Keywords should constantly be monitored and updated/deleted/paused.
    Keywords
  • 8. Keywords
    Example WSI Best Performing Keywords
  • 9. Each search page has 20 results (10 organic and 10 paid)
    Users scan the page quickly, for related information and click on it.
    All this happens in a matter of seconds
    The higher your ad position, this exponentially increases your CTR
    AVERAGE AD POSITION
    What is WSI’s Average Ad Position ?
  • 10. The ordering of the ads depends on other advertisers' bids (PPC) and the "quality score”
    The “quality score” is calculated by
    historical CTR click-through rates
    relevance of an advertiser's ad text
    keywords
    Ordering of Ad’s
  • 11. Each industry has different CPC Rates
    Some Higher some Lower, depending on:
    popularity of Keywords
    Size of Industry
    How many others bidding
    CPC is also dependant on “Quality Score”
    The higher the CTR & Quality Score, the lower the CPC
    WSI Campaigns Average CPC so far:
    OTEN $0.87
    WSI Uni $0.87
    WSI Enrol $0.64
    Average $0.77
    CPC - Cost Per Click
  • 12. Ad’s are very short
    Header; max 25 char, other 2 lines max 35 char
    Ad’s need to
    get users immediate attention with Header
    be relevant to target page
    Be relevant to keywords
    Ad’s should constantly be tested against each other and finely tuned
    Ad’s
  • 13. Ad examples - WSI Campaign
  • 14. A conversion occurs when a click on your ad leads directly to valuable user behaviour e.g. Enrolment/Course Enquiry etc
    Identifies the effectiveness of AdWords Ads and Keywords
    Example of use: How many enrolments to clicks (total cost of clicks per enrolment)
    Conversion Tracking
  • 15. WSI – OTEN Results
  • 16. WSI – OTEN Campaign Results
    Cost Per Click
    Click Through Rate
  • 17. WSI (On to Uni) Campaign - Results
  • 18. WSI – Last Minute Enrol Campaign - Results
    4,330 Users searching for a
    Specific Course or TAFE
    Course with targeted KeyWords from within WSI’s
    Geographical Area went through to WSI “Late Enrolment page” at a cost of only $0.64 per click
  • 19. Target Market is already looking for targeted courses (Keywords)
    Only Targeting our own Geographical area
    Proven evidence of results
    We have the expertise to get peak results
    Summary
  • 20. www.advertising.microsoft.com/ad-programs
    www.adwords.google.com
    www.google.com/adsense
    www.sem.smallbusiness.yahoo.com/searchenginemarketing/
    References