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PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
PPC Basics by Jaime Allyne of PointIt
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PPC Basics by Jaime Allyne of PointIt

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Transcript

  • 1. Jaime Allyne
    Client Manager, Point It
    PPC:
    Betting and winning
    like the Big Boys
  • 2. Agenda
  • 3. What is ppc?
  • 4.
  • 5.
  • 6.
  • 7. What is PPC?
    Pay-Per-Click (PPC) Advertising
    Managed through Google AdWords
    Bid on keywords
    Ad position is based on an auction
    Structure
    Campaigns, Ad Groups, Ads, Keywords
  • 8.
  • 9. Glossary of PPC Terms
    Impressions
    Click through rate (CTR)
    Cost Per Click (CPC)
    Conversion
    Conversion Rate
    Cost Per Conversion (CPA)
    • Clicks/Impressions
    • 10. Cost/Clicks
    • 11. Conversions/Clicks
    • 12. Cost/Conversions
  • Why use ppcadvertising?
  • 13. A Few Reasons
    Control
    Real Estate
    Competitors
    Measureable
  • 14. A Few Reasons
    Control
    Real Estate
    Competitors
    Measureable
  • 15. What can You do with PPC?
  • 16. Match Types
  • 17. Match Types
    Broad “Phrase” [Exact]
    Black Cat
    Broad: Black and Brown Cats
    Phrase: Lost Black Cat
    Exact: Black Cat
    Negatives
    Negative: -lost
  • 18. Settings Tab
    Geotargeting
  • 19.
  • 20.
  • 21.
  • 22. Settings Tab
    Device Targeting
  • 23.
  • 24. Settings Tab
    Ad Scheduling & Ad Rotation
  • 25.
  • 26. Settings Tab
    Display Network
  • 27. Image Ad
    Text Ad
  • 28. Reporting
  • 29. Reporting
    Search Query Reports
    Adding negatives
    and new keywords
    Monitoring Performance & Identifying Problems
    Filters
    Ex: Filtering all keywords that contain the brand term
    Ex: Filtering all keywords that are spent more than $50 and got zero conversions
    Segments/Dimensions Tab
    Ex: Look at “Day of Week” aggregated data to find patterns
  • 30. Ad extensions
  • 31. Ad Extensions
    Sitelinks
    Product Extensions
    Location Extensions
    Phone Extensions
  • 32. Remarketing
  • 33.
  • 34. Best Practices and Strategy
  • 35. Best Practices and Strategy
    Set up structure to mimic your website
    Use conversion tracking
    Test, Test, Test
    Don’t over optimize
  • 36. Q & A
    jaimea@pointit.com
    @jaimeallyne

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