PPC Basic Guidelines


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Go through this PPC presentation and learn basics of PPC

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PPC Basic Guidelines

  1. 1. Easy Way of Making Money ,Working Hard
  2. 2. Wat is Online Marketing?  Online marketing, also referred to as web marketing, or internet marketing is the marketing of products or services over the Internet or World Wide Web. The interactive nature of Internet marketing, both in terms of providing instant response and eliciting responses, is a unique quality of the medium.  Mainly divided into two parts: - SEO (Organic Listings) - Paid Listings (PPC, PPM, Pay Per Action, Banner, etc)
  3. 3. Organic Search vs Paid Results  Organic search results refers to those listings in search engine results pages that appear by dint of their relevance to the search terms, as opposed to their being adverts.  Paid search results refers to purchasing visitors or "clicks" from a search engine or a website. It further consists of PPC, PPM, Affiliate Marketing, Banner Ads, Pay Per Action, etc.
  4. 4. 3ree Parts of a Search 1. Searched keywords 2. Pay-Per-Click Adverts - this is where you advertise 3. Organic or Natural search results
  5. 5. PPC or Pay Per Click  What is PPC? - Pay per click (PPC) is an Internet advertising model used on search engines, advertising networks, and content websites, such as blogs, where advertisers only pay when a user actually clicks on an advertisement to visit the advertiser’s website. Advertisers bid on keyword phrases relevant to their targeted market.
  6. 6. PPC Platforms  Google Adwords  Yahoo Search marketing  MSN Adcenter  ASK Jeeves  MIVA  7search  Lycos  Find What
  7. 7. Glossary  Impressions  Click Through Rate (CTR)  Cost Per Click  Return on Investment(ROI) / Cost Per Lead(CPL) / Return on Ad Spend(ROAS)
  8. 8. Why PPC?
  9. 9. WHY PPC?  Local Targeting – “ Geographic Targeting”  Giant Audience – Billion of searches vs Billions of $ per month  PPC can be used to test the interest of a new product or a new service  Pay only for targeted interest – Every click can be viewed as a potential sale  Get instant visibility  Entering cost is small  Go Green – No Paper Wasted
  10. 10. How it Works?
  11. 11. Getting Started  Set aside a PPC budget  Take the time to  Plan  Research  Setup  Execute  Track Results
  12. 12. Starting up the Campaign
  13. 13. Organizing the Campaign
  14. 14. Some tips – keep it relevant  Keywords - Select only keywords that make sense and will bring you qualified traffic - Find keywords on your website, your competitor s, keyword suggestion tools like http://freekeywords.wordtracker.com/ http://adwords.google.com/select/KeywordToolExternal  Adcopy - Include keywords in the title and description  Landing pages - Make sure you take the visitor from PPC to relevant webpage on your website
  15. 15. Some more Tips  Advertising Options: - Search Network - Content Network  Depends on the type of product you are promoting. Usually it is suggested to run the campaign on Search Network mode.  Add negative keywords eg: Job  Try changing the bids if the adcopy is ranking too low
  16. 16. Tips to maximize ROI  Great Ad Copy  Keyword Specific Landing Pages  Try to use Long Tail Keywords  Improve Conversions  Continually Track What’s Going On
  17. 17. Conversions  Any interaction that you want to track  Valuable events like:  Product Purchase  Form Completion  White Paper Download  Event Registration  Inquiry
  18. 18. Landing page  Call to action  Navigation – Limit, can distract  Merchandising  Local, Geography, Season  Micro-site  Self contained site just for the offer
  19. 19. Landing Page Conversion  A/B Test  Multivariate Testing - Offermatica  Track visitors from Ad to Landing  Landing to Next Step and beyond  Google Conversion Tracking  Use a Good Metrics Program Like  Webtrends, Click Tracks, Net Tracker  Urchin (Purchased by Google)
  20. 20. Cost Per Lead Click Through OR Impressions Conversion Rate Rate Return on Ad Spend
  21. 21. Measure if your website is ready?  Must have’s:  Good Tracking Software - Google Analytics (Free) - Clicktracks  Goals - Lead Generation - Easy to fill out online contact forms - PPC (or Online )targeted phone numbers  Consumer-ready website - Easy to navigate - Topic Specific Landing Pages
  22. 22. Thank you
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