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How to ppc


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Are you thinking of starting a pay-per-click campaign? Do you feel the need to understand PPC better in order to get the most out of your online marketing? In this two part webinar series, we will answer some common PPC questions, and also highlight common mistakes you can easily avoid.

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How to ppc

  1. 1. HOW TO PPCPart 1
  3. 3. +WHAT IS PPC? “Pay per click (PPC) (also called Cost per click) is an Internet advertising model used to direct traffic to websites, whereadvertisers pay the publisher (typically a website owner) whenthe ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.”
  4. 4. Success with Adwords ( Video)
  5. 5. + AdWord Structure Example
  6. 6. + How Does Google AdWords Work ?  THE SEARCH  ADS ARE SORTED  ADS ARE SORTED THROUGH EVEN MORE John searches for The AdWords system From that set of matching “rentals in Boston finds all ads whose ads, the system ignores area” keywords match any that arent eligible, that phrase “rentals like ads that target a in Boston area" different country or are closely enough. disapproved.
  7. 7. + How Does Google AdWords Work ?  ADS ARE ORDERED  ADS APPEAR!  PROCESS IS REPEATED John sees a rental The ads are shown, ordered on the page site he likes and based on a emails them ! combination of bid amount and quality (we call that formula Ad Rank).
  8. 8. ROI SEO 40% PPC 22% SEO although a long process, the return on investment continue to climb PPC has instant results. It takes much longer to rank higher in Organic results
  9. 9. + SO WHY PPC?  PPC & SEO working together produce more results
  10. 10. +WHO SHOULD USE PPC ? High Customer Lifetime Value High Margins Seasonal or event based value New Website Launch New Local Office Launch
  11. 11. + Budget considerations
  12. 12. + Lets Crunch Some Numbers!$500/month (budget) /$1.50 (CPC) x 1.5%(conversion rate) x $1000 (average sale amount) =$3,750 (net revenue)Budget/ CPC x Conversion Rate x Avg. Sale Amount= NET REVENUE
  13. 13. +OUTSOURCE OR INTERNAL MARKETING?Definitely OutsourceLow Traffic /Low ConversionDont have internal capabilityHire for setup or Do it yourself You are planning on monitoring the PPC account yourself You have a marketing department that can pay close attention to the PPC account Seasonal campaigns
  14. 14. Find BostonLogic on:Logicclassroom Archives 617.266.9166