Pay Per Click Presentation 2008
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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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    Pay Per Click Presentation 2008 Pay Per Click Presentation 2008 Presentation Transcript

    • WSI - Google AdWords Campaign
      Paul King
      E-Marketing
    • 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
    • Adwords Terminology
    • Target by Language
      Target by Location (Country, state, city, suburb)
      Target by any location from minimum 10 Kilometre radius.
      WSI Campaign settings
      Targeting
    • 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
    • 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)
    • 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
    • Keywords
      Example WSI Best Performing Keywords
    • 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 ?
    • 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
    • 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
    • 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
    • Ad examples - WSI Campaign
    • 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
    • WSI – OTEN Results
    • WSI – OTEN Campaign Results
      Cost Per Click
      Click Through Rate
    • WSI (On to Uni) Campaign - Results
    • 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
    • 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
    • www.advertising.microsoft.com/ad-programs
      www.adwords.google.com
      www.google.com/adsense
      www.sem.smallbusiness.yahoo.com/searchenginemarketing/
      References