Fundamentals of Pay-Per-Click Marketing

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Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing, including Google AdWords, how search engines determine ad placements, how to conduct keyword research, and developing an SEM strategy..

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  • I've spoken with a lot of PPC companies, but the most important thing that you can actually do to your marketing campaign is landing pages. Most companies sell you 1 single thing such as web design, or just Google Adwords, or just popups, or just retargeting etc. This is completely ludicrous because while 1 thing may make a difference in a stable marketing campaign, there is no single element that is a make or break element in online marketing, you need the entire package, and then hone/optimize from there. My business revenues increased by over 60% in two months once I picked a good agency that did more than just PPC, but also did my landing pages, retargeting, banner ads, etc. In fact, I've got Simon's phone number right here, you can talk to him too. Just give him a call at 302-401-4478 .
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  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Show how the keyword expansion is easier using a tool. Explain that we’re following the same best practices that Brad Suggested. Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Talk about the reasons why we thought that there could be a great opportunity here. Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Talk about the process of defining different audiences based on where they visited on our website, so that we can message to them differently in our ads. Talk about how we didn’t have to use managed placements because we already have people visiting the site and we’re merely trying to convert them. Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Describe how we target different ads to different audiences. Mention that even though there are ad builders available from google, we designed our own. Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
  • Learn the skills you need to win, from people who’ve done it before. Visit http://intelligent.ly
  • Fundamentals of Pay-Per-Click Marketing

    1. 1. Fundamentals ofPay-Per-Click MarketingLarry KimFounder & CTO, WordStream@larrykim
    2. 2. Today’s Agenda: How to Grow Your Business With PPC1. Hands-on Introduction to PPC!2. Understanding the AdWords Auction3. Case Study on Remarketing4. User Context and Mobile Search5. Live AdWords Account Audit *– OR: Tips For Writing Killer Ads2
    3. 3. About Me3Larry Kim (@larrykim)• Been doing PPC for 13 Years!• Started WordStream 5 years ago.• Raised 16M in VC Funding• 70 People / ~1000 Customers• Today the provider of The 20 MinutePPC Work Week and The AdWordsGrader
    4. 4. Create a PPC Campaign
    5. 5. Today’s Mission:Create a PPC CampaignLogin URL: http://adwords.google.comUsername: wordstream.intelligently@gmail.comPassword: wordstream
    6. 6. Review: Typical AdWords Account Structure
    7. 7. How AdWords Works
    8. 8. Understanding the AdWords AuctionCONFIDENTIAL – DO NOT DISTRIBUTE 8
    9. 9. CONFIDENTIAL – DO NOT DISTRIBUTE 9
    10. 10. CONFIDENTIAL – DO NOT DISTRIBUTE 13
    11. 11. CONFIDENTIAL – DO NOT DISTRIBUTE
    12. 12. CONFIDENTIAL – DO NOT DISTRIBUTE 15
    13. 13. CONFIDENTIAL – DO NOT DISTRIBUTE
    14. 14. CONFIDENTIAL – DO NOT DISTRIBUTE
    15. 15. Relationship of Quality Score and Search CTR
    16. 16. Impact on Cost Per Conversion
    17. 17. Remarketing Case Study
    18. 18. Remarketing Case Studyof people who visit a websiteleave without completingthe actions marketers wantthem to take96%Your AdYour  SiteX-of people abandontheir shopping cartwithout completing apurchase70%
    19. 19. How Remarketing WorksUsers who havevisited your web siteBring them back to yourwebsite
    20. 20. Google Display Network Reach in the US2392% reach across millions of sites, videos and devicesAdsense  publisher  network• 204M visitors/month• 92% of U.S. internetusers• 317B impressions/month• Hundreds of comScore1000 sitesDoubleclick  ad  exchange• Hundreds of premiumpublishers, withhundreds of millions ofad placements availableevery dayGoogle  O&O  proper:esYouTube•1B+ video views/day•2nd largest search engine•5% of all online time spentGoogle sites•Finance•Blogger 8.1MDisplay NetworkSites Games VideoFeeds MobileSocial media
    21. 21. Typical Reach of Remarketing…1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach themfrequentlyOf  the  typical  remarke:ng  audience,  find  Reach  them  on  between As  they  visit  20  or  more  pages  on  a  typical  day  across84%…within  a  month10-­‐18  days…  or  more  out  of  the  month5-­‐10  sites…  of  which  all  pages  and  sites  have  ad  space  available  to  Google  Display  Network  buyers
    22. 22. Audience Definition Strategy• Funnel and Product Based List Segmentation25
    23. 23. WordStream’s Remarketing Ads26• Ads that both reinforce WordStream brandwhile driving to a conversion!
    24. 24. Results after 18 MonthsCONFIDENTIAL – DO NOT DISTRIBUTE 27
    25. 25. Impact on Repeat User Rate• New Visitor Rate Fell From 79.8% to 66.63%• (Meaning, Visitors are Now Returning)
    26. 26. Impact on User Engagement• Time on Site Increased from 1:33 to 4:35(TRIPLED!!)
    27. 27. WHAT? HOW?• 43 Million Ad Impressions in a typical month• Cost Per Lead for Remarketing Campaigns: 10% Lessthan our CPA for Google Search• Site Conversion Rate up by 51%!!• Display Ads = 50% of PPC Spend
    28. 28. Still Not Convinced?
    29. 29. Search + Remarketing = Your Secret Weapon32
    30. 30. Understanding User Context
    31. 31. Understanding User Context• User Context– Location– Time– Device• Understanding• User Context = Better ROI• How is this different?
    32. 32. Key Bid Management Tools• Day Parting• Location Bidding• Mobile BiddingAdjust your bids based on location, time and device —all within a single campaign!
    33. 33. Bidding via User Context• Campaigns have bid adjustment factors forLocation, Time and Devices
    34. 34. Location Based Bid Management
    35. 35. Location Based Bid Management
    36. 36. Time Based Bid Management
    37. 37. Device Based Bid Management
    38. 38. Device Based Bid Management
    39. 39. Device Based Bid Management
    40. 40. Mobile Ads
    41. 41. Mobile Ad Extensions
    42. 42. Reflect User Context in Ad Extensions
    43. 43. Reflect User Context in Ad Extensions
    44. 44. Advanced Reports for Measuring Mobile ROI
    45. 45. New Phone Call Conversion Type
    46. 46. User Context: Key Takeaway• Think about the User Context of yourcustomers – the time, location and deviceused when purchasing• Reflect User Context inad copy and biddingstrategy
    47. 47. Live AdWords Clinic
    48. 48. Free Account Audit*One of a kind, free performancegraderDeep analysis in 8 key performanceareasCompares businesses to industrybenchmarksProvides actionable recommendationsBiggest Insight: Big opportunities forimprovementhttp://www.wordstream.com/google-adwordsInstant Report Card – On Demand
    49. 49. Thank You Intelligent.ly!48Contact Me:Larry Kim (@larrykim)lkim@wordstream.com
    50. 50. Course TitleCourse TitleINSTRUCTOR NAME

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