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PAY-PER-CLICK 101      Presented to: Terry College of Business            UGA   September 27, 2012
CREATIVE USES OF PPC          http://vimeo.com/8254341
WHY SHOULD YOU CARE ABOUT SEM?Source: “State of Search Marketing Report 2012”
GOOGLE’S GLOBAL REVENUE FROM PPC    Source: http://www.makeuseof.com/tag/infographic-breaking-googles-2011-revenues/
THOUSANDS OF SEARCH MARKETERS– AND JOBS – IN ATLANTA                                   Actually, there’ll be              ...
HEALTHY SALARIESSource: SEMPO’s “2011Salary Survey Results”
THROWDOWN: SEO VS. PPC              SEO                            PPC   Clicks are free               Clicks cost money...
IDEALLY, USE BOTH!
IDEALLY, USE BOTH!Source: http://razorfishsearch.com/2011/08/11/paid-and-organic-search-why-the-marriage-of-both-is-import...
WHY DO COMPANIES USE PPC?                            Source: “State of Search                            Marketing Report ...
ECOMMERCE VS. LEAD GENERATION     Often B2C                      Often B2B Goal is to make an         Goal is to capture...
HOW IT WORKS
AD GROUPS (BUCKETS OF SIMILAR KEYWORDS)
KEYWORDS
WHAT ARE MATCH TYPES?                        Source:                        Google
NEGATIVE KEYWORDS SAVE YOU $$$      2 boxes for 45rpm vinyl record storage by fingerpop     hand crank shredder      a beg...
AD COPY
LANDING PAGES
LOADS OF “LEVERS” TO PULL
DISPLAY NETWORK
DISPLAY NETWORK OPTIONS
FACEBOOK PPC
MEASUREMENT
CRITICAL KPIS
MINI CASE STUDY: SITELINKS   Before Sitelinks:     7.9% click-through rate     4.4% conversion rate   After Sitelinks:...
MINI CASE STUDY: GEO-TARGETING Before: one geo-targeted campaign, lumping  Atlanta and Washington DC together After: two...
MINI CASE STUDY: LANDING PAGES                                 3.4% conversion rate - BEFORE
4.8% conversion rate – AFTER (>40% increase)
LANDING PAGE COMPARISON3.4% Conversion Rate   4.8% Conversion Rate
UPCOMING SEM EVENTS IN ATLANTA
WANT MORE?   Subscribe to our newsletter: www.prominentplacement.com   Subscribe to our blog (email or RSS): www.searcha...
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"Pay-Per-Click 101" for UGA Business School

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Presentation on the basics of paid search, aka pay-per-click (PPC) advertising - Google AdWords and the like. Covers why students should care about the search marketing industry, and how to manage and measure PPC. Includes the search engines' display networks, Facebook PPC and landing pages.

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Transcript of ""Pay-Per-Click 101" for UGA Business School"

  1. 1. PAY-PER-CLICK 101 Presented to: Terry College of Business UGA September 27, 2012
  2. 2. CREATIVE USES OF PPC http://vimeo.com/8254341
  3. 3. WHY SHOULD YOU CARE ABOUT SEM?Source: “State of Search Marketing Report 2012”
  4. 4. GOOGLE’S GLOBAL REVENUE FROM PPC Source: http://www.makeuseof.com/tag/infographic-breaking-googles-2011-revenues/
  5. 5. THOUSANDS OF SEARCH MARKETERS– AND JOBS – IN ATLANTA Actually, there’ll be one on 11/1 or 11/8! Join our mailing list free at www.meetup.com/Atlanta-SEMPO/
  6. 6. HEALTHY SALARIESSource: SEMPO’s “2011Salary Survey Results”
  7. 7. THROWDOWN: SEO VS. PPC SEO PPC Clicks are free  Clicks cost money 70-80% of searchers  20-30% of searchers click on organic click on paid Limited number of  Unlimited number of keywords keywords Long, slow build  Fast & nimble Limited control over listing’s copy & landing  Total control over listing’s page copy & landing page Limited control over  More control over rankings/placement rankings/placement Geotargeting tricky  Geotargeting easy
  8. 8. IDEALLY, USE BOTH!
  9. 9. IDEALLY, USE BOTH!Source: http://razorfishsearch.com/2011/08/11/paid-and-organic-search-why-the-marriage-of-both-is-important/
  10. 10. WHY DO COMPANIES USE PPC? Source: “State of Search Marketing Report 2012”
  11. 11. ECOMMERCE VS. LEAD GENERATION Often B2C Often B2B Goal is to make an  Goal is to capture a immediate sale prospect’s data for lead Usually less expensive, nurturing more simple products  Usually more Short sales cycle, expensive or impulse buys complicated products & services  Longer sales cycle, decision by committee
  12. 12. HOW IT WORKS
  13. 13. AD GROUPS (BUCKETS OF SIMILAR KEYWORDS)
  14. 14. KEYWORDS
  15. 15. WHAT ARE MATCH TYPES? Source: Google
  16. 16. NEGATIVE KEYWORDS SAVE YOU $$$ 2 boxes for 45rpm vinyl record storage by fingerpop hand crank shredder a beginners guide to scanning home depot full size artwork paper storage adidas image how long to keep documents aircraft security tape amy black flamingo records huntley illinois radiology imagine Document Storage antioch tennessee walmart super center record stores internet virus monday barstow sheriff booking log ip camera data extenders Records Management bicycle safety statistics big time management las vegas booking jail leather shredders Document Imaging burbank california court record retrieval liposuction recovery cardboard document tray lp album storage stands Document Scanning celebrate recovery for families material safety data sheet cheese shredder machine milk crates for records Document Shredding color doppler image moorish images columbia records music company jobs in toronto Data Protection confadencial shreeding nashville tennessee target record stores contech procollar protective collar medium ocean images Data Recovery ? dont you knowv it dr john offenders management parole in las vegas emergency evacuation plan for adult facility osha material safety data sheets epilepsy home record paper storage bags filing legal papers in las vegas pdf files find out inmates booking number penis shedding first aid image plastic bottle shredder home flat panel privacy filter plastic document covers free shredding ? pnc bank services garden shredders property search for ana tribble gogle images radiology in chicago il ? goodwill san diego rational recovery
  17. 17. AD COPY
  18. 18. LANDING PAGES
  19. 19. LOADS OF “LEVERS” TO PULL
  20. 20. DISPLAY NETWORK
  21. 21. DISPLAY NETWORK OPTIONS
  22. 22. FACEBOOK PPC
  23. 23. MEASUREMENT
  24. 24. CRITICAL KPIS
  25. 25. MINI CASE STUDY: SITELINKS Before Sitelinks:  7.9% click-through rate  4.4% conversion rate After Sitelinks:  11.5% click-through rate (46% increase)  4.7% conversion rate (6.5% increase)
  26. 26. MINI CASE STUDY: GEO-TARGETING Before: one geo-targeted campaign, lumping Atlanta and Washington DC together After: two separate geo-targeted campaigns, one each for Atlanta and Washington DC  Atlanta’s conversion rate increased 268%  Washington DC’s conversion rate increased 101%
  27. 27. MINI CASE STUDY: LANDING PAGES 3.4% conversion rate - BEFORE
  28. 28. 4.8% conversion rate – AFTER (>40% increase)
  29. 29. LANDING PAGE COMPARISON3.4% Conversion Rate 4.8% Conversion Rate
  30. 30. UPCOMING SEM EVENTS IN ATLANTA
  31. 31. WANT MORE? Subscribe to our newsletter: www.prominentplacement.com Subscribe to our blog (email or RSS): www.searchadvisory.net “Like” us on Facebook: www.facebook.com/ProminentPlacement Follow us on Twitter: @ProminentPlcmnt or @StacyWms Follow us on LinkedIn: www.linkedin.com/company/prominent- placement-inc. View other presentation on Slideshare: www.slideshare.net/stacywms We are always looking for good interns – email me your resume at StacyWilliams@ProminentPlacement.com if you are interested!

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