PPC - Best Practice for Pay Per Click Advertising

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How to succeed with pay per click advertising - Custard's PPC Manager Lisa Weaver dispels myths surrounding paid search and outlines basic best practice for PPC management - as presented at the Marketing Minds Academy's November 2013 marketing seminar.

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  • 7 years experience, Some of the brands I have managed PPC campaigns for, PPC has changed beyond belief and is a much more time consuming ‘art’. Where as managing 30+ accounts in the early days was manageable that is not the case these days
  • A form of online marketing that revolves around adverts, keywords and searchers and marrying these components together successfully to achieve a desired goal. Advertisers are only charged when a user clicks on their advert
  • Use clear CTA, Capitalise each word, include the keyword – in title and body if possible, use all character space available, don’t copy competitors, use all relevant extensions to secure as much real estate on the page as possible, create a sense of urgency where possible
  • 13TH February sees the changes roll out in the UK, Q3 should see complete integration and all ads will be paid for. Feeds must be complete as per Google requirements and uptodate
  • A form of online marketing that revolves around adverts, keywords and searchers and marrying these components together successfully to achieve a desired goal. Advertisers are only charged when a user clicks on their advert
  • It isn’t a one size fits all and this is where ‘cheap deals’ can trip smaller businesses up. Beware companies that sell the idea of buying a number of phrases for a set fee each month etc.
  • Outsourcing can not only help your account performance it can also get you access to beta tests before they are available to other advertisers
  • Outsourcing can not only help your account performance it can also get you access to beta tests before they are available to other advertisers
  • Outsourcing can not only help your account performance it can also get you access to beta tests before they are available to other advertisers
  • PPC - Best Practice for Pay Per Click Advertising

    1. 1. Pay Per Click Lisa Weaver ©Custard Online Marketing
    2. 2. About Me ©Custard Online Marketing
    3. 3. WHAT IS IT? ©Custard Online Marketing
    4. 4. WHERE CAN WE FIND IT? ©Custard Online Marketing
    5. 5. RIGHT?............. ©Custard Online Marketing
    6. 6. WRONG! ©Custard Online Marketing
    7. 7. PPC – The Myths X X X X X X Appearing number one guarantees a profit Spending more money means better results Google is the only search engine worth advertising on Google is always right PPC advertising is a must for all businesses PPC costs too much and is a waste of time and money ©Custard Online Marketing
    8. 8. PPC – The Truth PPC can be profitable Everyone should try PPC You can pay less per click than the advertiser below you PPC Marketing is easy – if you know how PPC is only going to get bigger …… and better PPC works! ©Custard Online Marketing
    9. 9. HOW TO SUCCEED ©Custard Online Marketing
    10. 10. PPC – Essential Elements • • • • • • • • • Granularity is Key Use Tight Themes in Set-Up Write Compelling & Relevant Ad Copy Use Ad Extensions/Sitelinks Use Multiple Ad Types Research & Test The Future is Mobile Think Integrated Search Use AdWords Tools… With Caution! ©Custard Online Marketing
    11. 11. Be Granular ©Custard Online Marketing
    12. 12. PPC – Ad Copy • • • • • • • • • • • • • Include keywords Include a call to action Create a sense of urgency Use non-standard characters Use numbers Use punctuation Focus on benefits Offer proof/credibility Use quotes Ask a question Make a strong offer Use all available character space Use extensions ©Custard Online Marketing
    13. 13. PPC – Ad Extensions • Location Extensions • Call Extensions • Sitelinks Extensions • Review Extensions • Offer Extensions • Social Extensions • App Extensions ©Custard Online Marketing
    14. 14. PPC – Enhanced Sitelinks ©Custard Online Marketing
    15. 15. PPC – Ad Types Text Remarketing Display Product Listings Ads Video/YouTube Dynamic Search Ads ©Custard Online Marketing Mobile
    16. 16. Traditional Pay-Per-Click Adverts ©Custard Online Marketing
    17. 17. PPC – Product Listing Ads ©Custard Online Marketing
    18. 18. PPC – Display/Remarketing Ads ©Custard Online Marketing
    19. 19. IT’S ALL ABOUT MOBILE ©Custard Online Marketing
    20. 20. PPC – The Mobile Journey ©Custard Online Marketing
    21. 21. ©Custard Online Marketing
    22. 22. PPC & SEO – Integrated Search ©Custard Online Marketing
    23. 23. PPC – Incremental Value ©Custard Online Marketing
    24. 24. PPC – Essential Tools • • • • • • • Keyword Planner Display Planner Conversion Tracking Google Trends AdWords Editor Google Analytics Opportunities Tab – Approach with caution! ©Custard Online Marketing
    25. 25. PPC – Top Tips • • • • • • • Test, test, test Think granular Use tightly themed adgroups and keywords Understand what you can afford to pay Carry out regular Keyword Research Sign up to Google Places Sign up to PPC blogs – Inside AdWords, Wordstream, PPC Hero • Don’t be afraid to outsource ©Custard Online Marketing
    26. 26. OUTSOURCE OR IN-HOUSE? ©Custard Online Marketing
    27. 27. Cinderella Complex ©Custard Online Marketing
    28. 28. PPC – In house PROS CONS • The business remains in complete control of the campaigns • Agencies have close relationships with the search engines – does your PPC Manager? • You choose exactly who you want to run the campaigns • Being the only PPC’er can be an isolated experience • Your PPC team will eat, sleep and breathe your brand • The grass is greener for some people • Save on agency fees • Multiple salaries as business grows ©Custard Online Marketing
    29. 29. PPC – Outsourcing PROS CONS • Agencies have close relationships with the search engines • Will you always be the agency’s number one priority? • Utilise a vast wealth of experience in all areas of marketing • How difficult will it be for them to understand your business? • Your agency will become part of your team • What if they just don’t perform? • Agency fees are often less than a full time salary ©Custard Online Marketing
    30. 30. PPC – Outsourcing Process • Don’t be afraid to hand control over to an agency/consultant • Research prospective agencies thoroughly • Get multiple proposals • Know your available budget • Ask for recommendations from other business owners • Look for the Google Partner logo ©Custard Online Marketing
    31. 31. lisa@custard.co.uk 01772 425 951 www.custard.co.uk ©Custard Online Marketing

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