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Pay Per Click Advertising Explained

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Creating and managing Google, YouTube, Facebook and Yahoo pay per click advertising, PPC, campaigns can be extremely rewarding for marketers and advertising agencies. Here's how it's done. Online marketing made simple.

Published in: Marketing, Technology, Design
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Pay Per Click Advertising Explained

  1. 1. Presents: “If It’s Not Working For You, You’re Doing It Wrong!” Harnessing the Proven, Unmistakable, Incomparable Power of the Click  Search Engine Marketing Tutorial Thursday, January 16, 2014
  2. 2. Goals of Webinar Introduction to Search Engine Marketing Thursday, January 16, 2014
  3. 3. Goals of Webinar Learn the basics of SEM (Search Engine Marketing) using Google AdWords, Facebook, YouTube, and Analytics. Introduction to Search Engine Marketing Thursday, January 16, 2014
  4. 4. Goals of Webinar Learn the basics of SEM (Search Engine Marketing) using Google AdWords, Facebook, YouTube, and Analytics. Learn how to write effective ads on AdWords Introduction to Search Engine Marketing Thursday, January 16, 2014
  5. 5. Goals of Webinar Learn the basics of SEM (Search Engine Marketing) using Google AdWords, Facebook, YouTube, and Analytics. Learn how to write effective ads on AdWords Learn the advantages of a keyword strategy and quality keywords. Introduction to Search Engine Marketing Thursday, January 16, 2014
  6. 6. Goals of Webinar Learn the basics of SEM (Search Engine Marketing) using Google AdWords, Facebook, YouTube, and Analytics. Learn how to write effective ads on AdWords Learn the advantages of a keyword strategy and quality keywords. Learn the effectiveness of Marketing on different platforms Introduction to Search Engine Marketing Thursday, January 16, 2014
  7. 7. Goals of Webinar Learn the basics of SEM (Search Engine Marketing) using Google AdWords, Facebook, YouTube, and Analytics. Learn how to write effective ads on AdWords Learn the advantages of a keyword strategy and quality keywords. Learn the effectiveness of Marketing on different platforms Learn how to USE the information from Google Analytics to your advantage. Introduction to Search Engine Marketing Thursday, January 16, 2014
  8. 8. Agenda Overview •Foundations of SEM •Advantages of Search Engine Marketing over other marketing outlets •Signing in to AdWords for the first time •Key Features and Capabilities •Understanding basics of account structure Keyword Strategy •Learn ideas and see building tools •Learn how to create a quality keywords list Creating Effective Ads •Learn methods •Understand Googles Guidelines Marketing on different Platforms •Learn the qualities of different marketing sites (Facebook, YouTube, etc.) Introduction to Search Engine Marketing Thursday, January 16, 2014
  9. 9. Did You Know? Google Display Network is the largest marketing network online reaching more than 80% of the global internet users and serving more than 6 BILLION ad impressions each day across hundreds of thousands of websites. Introduction to Google AdWords Thursday, January 16, 2014
  10. 10. Overview Fun Fact: Search Engine Marketing accounts for 20 percent of all advertising dollars spent (Forrester 2013). Introduction to Google AdWords Thursday, January 16, 2014
  11. 11. Overview Fun Fact: Search Engine Marketing accounts for 20 percent of all advertising dollars spent (Forrester 2013). Google ALONE has around 63% market share in the Search Engine Marketing industry. This includes Google Search, Google Display, and video marketing. Introduction to Google AdWords Thursday, January 16, 2014
  12. 12. Advantages: Why is it Important? Introduction to Google AdWords Thursday, January 16, 2014
  13. 13. Advantages: Why is it Important? Relevance: Highly targeted approach towards marketing. Your ad is displayed to only those people who are searching for products/services which you want to market. Introduction to Google AdWords Thursday, January 16, 2014
  14. 14. Advantages: Why is it Important? Relevance: Highly targeted approach towards marketing. Your ad is displayed to only those people who are searching for products/services which you want to market. Conversion Vs. Exposure: Advertisers have to pay when a prospect clicks on their ads and there is no charge for displaying your ad on a search engine. Thus, emphasis is given on conversion and not exposure Introduction to Google AdWords Thursday, January 16, 2014
  15. 15. Advantages: Why is it Important? Relevance: Highly targeted approach towards marketing. Your ad is displayed to only those people who are searching for products/services which you want to market. Conversion Vs. Exposure: Advertisers have to pay when a prospect clicks on their ads and there is no charge for displaying your ad on a search engine. Thus, emphasis is given on conversion and not exposure Control: Ability to measure conversions, costs per conversions, manage daily budget and measure ad performance allows more control over your marketing efforts. Introduction to Google AdWords Thursday, January 16, 2014
  16. 16. Advantages: Why is it Important? Relevance: Highly targeted approach towards marketing. Your ad is displayed to only those people who are searching for products/services which you want to market. Conversion Vs. Exposure: Advertisers have to pay when a prospect clicks on their ads and there is no charge for displaying your ad on a search engine. Thus, emphasis is given on conversion and not exposure Control: Ability to measure conversions, costs per conversions, manage daily budget and measure ad performance allows more control over your marketing efforts. Simplicity: Do-it-yourself model allows small businesses to start marketing campaigns without the huge overhead cost associated with traditional marketing campaigns Introduction to Google AdWords Thursday, January 16, 2014
  17. 17. Definitions PPC: Pay-Per-Click, the pricing model an advertiser gets charged each time a user clicks on the ad. CPC: Cost-Per-Click, the amount you will pay for a single click on your ad. Creative: Ad content, what the ad actually looks like. SERP: Search Engine Results Page Impressions: The number of times the ad has been seen by CTR: Click-Through-Rate, the number of clicks an ad receives divided by the number of times that ad has appeared in a given time. Google Content Network: Google’s partner network (websites, blogs, etc.) where AdWords ads can displayed based on content themes rather than specific keywords. Introduction to Google AdWords Thursday, January 16, 2014
  18. 18. Definitions Ad Rank: The order in which your ad appears based on the keyword bid and quality score on SERP. Quality Score: A numerical score assigned by Google AdWords utilized in their PPC platform. The Quality Score is determined by an ad’s CTR, Keyword Relevance, Landing Page Relevance, and other factors. Combining the ad’s Quality score with your maximum CPC and advertiser competitiveness determines your ad’s position and what you end up paying per click. Click: How many times someone clicked on your ad to visit your site Avg. CPC: The average amount paid each time an ad is clicked. (Cost of clicks / # of clicks) Avg. Position: Average position an ad appears in SERP when that keyword is searched. 2.4 means the ad is averaging between position 2 and position 3. Max. CPC: Denotes the most you are willing to pay for one click on your ad. This does NOT mean you will actually pay that amount. Factors such as Quality Score and competition will play a factor. Introduction to Google AdWords Thursday, January 16, 2014
  19. 19. Organic vs Paid Introduction to Google AdWords Thursday, January 16, 2014
  20. 20. Organic vs Paid Search engines rely on complex ranking algorithms to decide the search results rank of any web site. This process is dynamic and rankings are continuously updated. Introduction to Google AdWords Thursday, January 16, 2014
  21. 21. Organic vs Paid Search engines rely on complex ranking algorithms to decide the search results rank of any web site. This process is dynamic and rankings are continuously updated. Search engines also use spiders or web crawlers to gather information about your site and bring it back to be analyzed by a powerful central engine Introduction to Google AdWords Thursday, January 16, 2014
  22. 22. Organic vs Paid Search engines rely on complex ranking algorithms to decide the search results rank of any web site. This process is dynamic and rankings are continuously updated. Search engines also use spiders or web crawlers to gather information about your site and bring it back to be analyzed by a powerful central engine SEO Search Engine Optimization refers to a diverse set of activities that you can perform to your website to increase the number of desirable visitors who come to your web site via search engines which is also referred to as organic medium Introduction to Google AdWords Thursday, January 16, 2014
  23. 23. Organic vs Paid Search engines rely on complex ranking algorithms to decide the search results rank of any web site. This process is dynamic and rankings are continuously updated. Search engines also use spiders or web crawlers to gather information about your site and bring it back to be analyzed by a powerful central engine SEO Search Engine Optimization refers to a diverse set of activities that you can perform to your website to increase the number of desirable visitors who come to your web site via search engines which is also referred to as organic medium In contrast to organic medium, a paid medium is one in which you are paying to bring visitors to your site Lets see some examples.... Introduction to Google AdWords Thursday, January 16, 2014
  24. 24. Thursday, January 16, 2014
  25. 25. Paid Thursday, January 16, 2014
  26. 26. Paid Organic Thursday, January 16, 2014
  27. 27. Thursday, January 16, 2014
  28. 28. Paid Paid Thursday, January 16, 2014
  29. 29. Signing up with AdWords Signing up is EASY! https://adwords.google.com/um/Welcome/Home Introduction to Google AdWords Thursday, January 16, 2014
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  33. 33. Thursday, January 16, 2014
  34. 34. Google Search Network Introduction to Google AdWords Thursday, January 16, 2014
  35. 35. Google Search Network Introduction to Google AdWords Thursday, January 16, 2014
  36. 36. Google Search Network Introduction to Google AdWords Thursday, January 16, 2014
  37. 37. Introduction to Google AdWords Thursday, January 16, 2014
  38. 38. Introduction to Google AdWords Thursday, January 16, 2014
  39. 39. Introduction to Google AdWords Thursday, January 16, 2014
  40. 40. Introduction to Google AdWords Thursday, January 16, 2014
  41. 41. Introduction to Google AdWords Thursday, January 16, 2014
  42. 42. Introduction to Google AdWords Thursday, January 16, 2014
  43. 43. Introduction to Google AdWords Thursday, January 16, 2014
  44. 44. Introduction to Google AdWords Thursday, January 16, 2014
  45. 45. Thursday, January 16, 2014
  46. 46. Thursday, January 16, 2014
  47. 47. Thursday, January 16, 2014
  48. 48. Introduction to Google AdWords Thursday, January 16, 2014
  49. 49. Introduction to Google AdWords Thursday, January 16, 2014
  50. 50. Keyword Strategy Keywords Campaign Status Max CPC Introduction to Google AdWords Thursday, January 16, 2014 Quality Score
  51. 51. Introduction to Google AdWords Thursday, January 16, 2014
  52. 52. Introduction to Google AdWords Thursday, January 16, 2014
  53. 53. Introduction to Google AdWords Thursday, January 16, 2014
  54. 54. Introduction to Google AdWords Thursday, January 16, 2014
  55. 55. Introduction to Google AdWords Thursday, January 16, 2014
  56. 56. Introduction to Google AdWords Thursday, January 16, 2014
  57. 57. Introduction to Google AdWords Thursday, January 16, 2014
  58. 58. Introduction to Google AdWords Thursday, January 16, 2014
  59. 59. Introduction to Google AdWords Thursday, January 16, 2014
  60. 60. Introduction to Google AdWords Thursday, January 16, 2014
  61. 61. Introduction to Google AdWords Thursday, January 16, 2014
  62. 62. Introduction to Google AdWords Thursday, January 16, 2014
  63. 63. Introduction to Google AdWords Thursday, January 16, 2014
  64. 64. Introduction to Google AdWords Thursday, January 16, 2014
  65. 65. Introduction to Google AdWords Thursday, January 16, 2014
  66. 66. Introduction to Google AdWords Thursday, January 16, 2014
  67. 67. Introduction to Google AdWords Thursday, January 16, 2014
  68. 68. Introduction to Google AdWords Thursday, January 16, 2014
  69. 69. Introduction to Google AdWords Thursday, January 16, 2014
  70. 70. Targeting Ads in the Google Display Network Cube Introduction to Google AdWords Thursday, January 16, 2014
  71. 71. Targeting Ads in the Google Display Network Leader Board Cube Introduction to Google AdWords Thursday, January 16, 2014
  72. 72. Targeting Ads in the Google Display Network For the Display Network, the two best performing size ads are 300x250 (cube) and 728x90 (Leader Board) Leader Board Cube Introduction to Google AdWords Thursday, January 16, 2014
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  75. 75. Thursday, January 16, 2014
  76. 76. Targeting Ads in the Google Display Network Introduction to Google AdWords Thursday, January 16, 2014
  77. 77. Targeting Ads in the Google Display Network General Displays on the Google Network are great ways to get the attention of internet users, and generally get more impressions then search ads. Introduction to Google AdWords Thursday, January 16, 2014
  78. 78. Targeting Ads in the Google Display Network General Displays on the Google Network are great ways to get the attention of internet users, and generally get more impressions then search ads. These Display ads can lead visitors to the site you determine, where a REMARKETING PIXEL can be placed on their computer for remarketing and targeting later. Introduction to Google AdWords Thursday, January 16, 2014
  79. 79. Targeting Ads in the Google Display Network General Displays on the Google Network are great ways to get the attention of internet users, and generally get more impressions then search ads. These Display ads can lead visitors to the site you determine, where a REMARKETING PIXEL can be placed on their computer for remarketing and targeting later. Introduction to Google AdWords Thursday, January 16, 2014
  80. 80. Targeting Ads in the Google Display Network Introduction to Google AdWords Thursday, January 16, 2014
  81. 81. Targeting Ads in the Google Display Network Introduction to Google AdWords Thursday, January 16, 2014
  82. 82. Targeting Ads in the Google Display Network Introduction to Google AdWords Thursday, January 16, 2014
  83. 83. Targeting Keywords in the Google Display Network Introduction to Google AdWords Thursday, January 16, 2014
  84. 84. Targeting Keywords in the Google Display Network Introduction to Google AdWords Thursday, January 16, 2014
  85. 85. Targeting Keywords in the Google Display Network Introduction to Google AdWords Thursday, January 16, 2014
  86. 86. Targeting Websites in the Google Display Network Introduction to Google AdWords Thursday, January 16, 2014
  87. 87. Remarketing: Costs and Impressions ` Introduction to Google AdWords Thursday, January 16, 2014
  88. 88. AdWords Ad Extensions Introduction to Google AdWords Thursday, January 16, 2014
  89. 89. AdWords Ad Extensions Introduction to Google AdWords Thursday, January 16, 2014
  90. 90. Summing up the Display Network page: Display ads and Remarketing ads are the most powerful tool on the Google Network. Search ads give the best CTR and interested clicks DO IT. Introduction to Google AdWords Thursday, January 16, 2014
  91. 91. FaceBook Marketing Introduction to Google AdWords Thursday, January 16, 2014
  92. 92. FaceBook Marketing Introduction to Google AdWords Thursday, January 16, 2014
  93. 93. FaceBook Marketing Introduction to Google AdWords Thursday, January 16, 2014
  94. 94. FaceBook Marketing Introduction to Google AdWords Thursday, January 16, 2014
  95. 95. Introduction to Facebook Marketing Thursday, January 16, 2014
  96. 96. Facebook News Feed Ad Facebook Right Column Ad Introduction toto Google AdWords Introduction Facebook Marketing Thursday, January 16, 2014
  97. 97. Introduction toto Google AdWords Introduction Facebook Marketing Thursday, January 16, 2014
  98. 98. YouTube You know those annoying YouTube video you have to watch before watching the video you DO want to watch? Yea, do those too. Introduction to YouTube Marketing Thursday, January 16, 2014
  99. 99. YouTube You know those annoying YouTube video you have to watch before watching the video you DO want to watch? Yea, do those too. And you know what? They actually WORK! Introduction to YouTube Marketing Thursday, January 16, 2014
  100. 100. YouTube In-Stream Introduction to YouTube Marketing Thursday, January 16, 2014
  101. 101. YouTube In-Display Thursday, January 16, 2014
  102. 102. YouTube In-Display Thursday, January 16, 2014
  103. 103. YouTube In-Display Thursday, January 16, 2014
  104. 104. YouTube In - Search Introduction to YouTube Marketing Thursday, January 16, 2014
  105. 105. YouTube In - Search Introduction to YouTube Marketing Thursday, January 16, 2014
  106. 106. YouTube In - Search Introduction to YouTube Marketing Thursday, January 16, 2014
  107. 107. YouTube Campaign Analytics Introduction to YouTube AdWords Introduction to Google Marketing Thursday, January 16, 2014
  108. 108. YouTube Campaign Analytics Introduction to YouTube AdWords Introduction to Google Marketing Thursday, January 16, 2014
  109. 109. Google Analytics Why Use Analytics? Introduction to Google Analytics Thursday, January 16, 2014
  110. 110. Google Analytics Why Use Analytics? Track New and returning visitors on your site Introduction to Google Analytics Thursday, January 16, 2014
  111. 111. Google Analytics Why Use Analytics? Track New and returning visitors on your site See what brought customers to your site Introduction to Google Analytics Thursday, January 16, 2014
  112. 112. Google Analytics Why Use Analytics? Track New and returning visitors on your site See what brought customers to your site See where visitors are going on your site Introduction to Google Analytics Thursday, January 16, 2014
  113. 113. Google Analytics Why Use Analytics? Track New and returning visitors on your site See what brought customers to your site See where visitors are going on your site Track how many forms are submitted Introduction to Google Analytics Thursday, January 16, 2014
  114. 114. Introduction to Google Analytics Thursday, January 16, 2014
  115. 115. Introduction to Google Analytics Thursday, January 16, 2014
  116. 116. Introduction to Google Analytics Thursday, January 16, 2014
  117. 117. Introduction to Google Analytics Thursday, January 16, 2014
  118. 118. Google Analytics Track the traffic throughout your site Introduction to Google Analytics Thursday, January 16, 2014
  119. 119. Google Analytics Track the traffic throughout your site Introduction to Google Analytics Thursday, January 16, 2014
  120. 120. Google Analytics Track the traffic throughout your site Introduction to Google Analytics Thursday, January 16, 2014
  121. 121. Google Analytics Track the traffic throughout your site Introduction to Google Analytics Thursday, January 16, 2014
  122. 122. Google Analytics Event Tracking Forms  _gaq.push(['_trackEvent', 'Forms', 'Submit', 'Bariatric Question']) Introduction to Google Analytics Thursday, January 16, 2014
  123. 123. Google Analytics Event Tracking Forms  _gaq.push(['_trackEvent', 'Forms', 'Submit', 'Bariatric Question']) Introduction to Google Analytics Thursday, January 16, 2014
  124. 124. Google Analytics Event Tracking Forms  _gaq.push(['_trackEvent', 'Forms', 'Submit', 'Bariatric Question']) Introduction to Google Analytics Thursday, January 16, 2014
  125. 125. Marketing Recap Introduction to Search Engine Marketing Thursday, January 16, 2014
  126. 126. Marketing Recap Google AdWords Search and Display Ad creation and Remarketing. Introduction to Search Engine Marketing Thursday, January 16, 2014
  127. 127. Marketing Recap Google AdWords Search and Display Ad creation and Remarketing. Facebook marketing, Analytics, and ease of use. Introduction to Search Engine Marketing Thursday, January 16, 2014
  128. 128. Marketing Recap Google AdWords Search and Display Ad creation and Remarketing. Facebook marketing, Analytics, and ease of use. YouTube marketing, in-video displays, side displays, and search displays Introduction to Search Engine Marketing Thursday, January 16, 2014
  129. 129. Marketing Recap Google AdWords Search and Display Ad creation and Remarketing. Facebook marketing, Analytics, and ease of use. YouTube marketing, in-video displays, side displays, and search displays Analytics - The POWER of numbers Introduction to Search Engine Marketing Thursday, January 16, 2014
  130. 130. Marketing Recap Google AdWords Search and Display Ad creation and Remarketing. Facebook marketing, Analytics, and ease of use. YouTube marketing, in-video displays, side displays, and search displays Analytics - The POWER of numbers Goal Setting and Form Tracking Introduction to Search Engine Marketing Thursday, January 16, 2014
  131. 131. Any Questions? For a copy of this presentation, please email cfalls@demicooper.com Introduction to Search Engine Marketing Thursday, January 16, 2014

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