PPC Basics by Jaime Allyne of PointIt

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PPC Basics by Jaime Allyne of PointIt

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

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