Internet Marketing 101: Pay Per Click BasicsPresentation Transcript
Internet Marketing 101: Pay Per Click Basics
How to Ask Questions
Your Presenters Today • Marisa Smith, Head Brainiac • Shannon Beeman, Marketing Brainiac
The Whole Brain GroupDelivers premium design & digital marketingservices to growing companies, using strongin-house technical expertise and a results-driven process. ✓ Founded in 2002 ✓ Headquarters in Ann Arbor, Michigan ✓ # of Whole Brainiacs: 15 ✓ Hubspot Partner
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What we do PPC & Keyword Strategy Tech SupportSocial Google Analytics Video EngagementSEO Training Integrated Blogging Mobile Apps WordPress Development Content Digital Marketing Pay-Per- Social Media Google AdWords Reporting Web DesignDesign Results Monitoring Lead Generation
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What is PPC Advertising? Facebook Ads Ads are seen Google Display Network when people Rich ads (including video) can be match the shown on websites that demographics participate in the network you have speciﬁed LinkedIn Ads Ads are seen when people match the demographics you have speciﬁed Google AdWords Ads are seen when people search for speciﬁc keywords & phrases that match the campaigns you have set up
Advantages to PPC Advertising Main advantages: ✓ Cost ✓ Speed ✓ Control ✓ Targeted ✓ Metrics
Customers Drive Your Strategy Know your customer: • Who • What • When • Where • Why
PPC Requires Research Gather and review: • Demographics • Audiences • Keywords
Google = Large Audience + Tools • Google is the # 1 Search Engine and owns #2 YouTube • Google Analytics: http://www.google.com/analytics/ • Google Webmaster Tools: http://www.google.com/webmasters/ • Google Keyword Tool: https://adwords.google.com/select/ KeywordToolExternal
Traffic Tip: Track your Leads & Conversions • Use a Customer Relationship Management (CRM) system • Track your leads, where they came from, how people found you, etc. • Analyze your results so you can target improvement & stop doing things that aren’t working • Be patient - don’t give up too quickly!
Google AdWords Setup 1 Target customers• Dozens of languages 2• 200 Countries Create your ad• By region, city, zip code • Write the ad text 3 • Choose keywords to trigger Set pricing the ads 4 • Manage multiple placed to • Choose currency display ads • Set daily budget Sign up • Set CPC • Complete payment process • Activate ads https://www.google.com/intl/en_us/adwords/select/
LinkedIn = Professional Audience http://marketing.linkedin.com/audience
LinkedIn Ads Setup 1 Select ad type • Company url 2 • Keyword based Choose audience • Graphic • Geography • Company (by name or industry) 3 • Job Title (by job function or titles) Set campaign budget • Group • Gender • Pay per click (CPC) >$2 • Age • Pay per 1,000 Impressions (CPM) • Daily budget >$10 http://www.linkedin.com/
Facebook = Social Audience http://www.facebook.com/ http://www.checkfacebook.com Photo Credit: http://ansonalex.com/infographics/facebook-user-statistics-2012- infographic/
Top U.S. States on Facebook Top 5: • California • Texas • New York • Florida • Illinois
Facebook Ad Setup 1 Select ad type • Company, event, pages 2 • Sponsored stories or ad Choose audience • Placement on wall, info • Location • Relationship types 3 • Demographics • Interests • Languages Set campaign limits & budget • Education & • Budget limits, per day or • Connections on work lifetime FB • Min. $1 • Interested in M/ F • Time & date http://www.facebook.com/
Insight Analytics for Facebook
What message are you sending? • Be compelling • Tell visitors what you want them to do (Call to Action) • Are you offering them a solution to their pain?
What is your target?
Track, analyze, and adjust
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