1. PPC
Jade Webster

2. Why do PPC?

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 You can reach your target consumer at the right time
with the right ad.
 Unlike organic search, PPC can show results very
quickly.
 Improve Organic SERPs
 See which keywords convert better
Benefits of PPC

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 Rank for keywords which would be impossible for SEO
 Increase exposure/brand awareness
 Use best performing PPC Ad copy in inform your meta
information
 Combat negative PR
 Finding gaps in page optimisation
Benefits of PPC

5. Keyword Types

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Keyword Types
Broad Phrase Exact

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Keyword Types
Broad
Broad Match Keyword Ads may show on searches for
women's hats
buy ladies hats
women's caps
hats for girls
womans hats
buy red hats for women
Women's hats
With broad match, your ad may show if a search term contains your keyword
terms in any order and possibly along with other terms. Your ads can also show
for close variations of your keywords.

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Keyword Types
Broad match modifier
By adding a modifier, your ads can only show when someone's search contains
those modified terms, or close variations of the modified terms, in any order
Broad Match Keyword Ads may show on searches for Ads won't show on searches for
women's hats helmets for women
buy women's hats women's visors
Hats for women
+Women's +hats

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Keyword Types
Phrase
We'll also show your ad when someone searches for close variations of that
exact keyword, or with additional words before or after it.
Broad Match Keyword Ads may show on searches for Ads won't show on searches for
women's hats girls hats
buy women's hats women's baseball hats
woman's hats
Women's hats
"Women's hats"

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Keyword Types
Exact
With exact match, your ads can appear only when someone searches for your
exact keyword, without any other terms in the search. We'll also show your ad
when someone searches for close variations of that specific keyword.
Broad Match Keyword Ads may show on searches for Ads won't show on searches for
women's hats buy women's hats
woman's hats women's hats on sale
[Women's hats]

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Keyword Types
Negative
You can use negative match to prevent your ad from showing to people searching
for certain terms. Your ad won't show if a search term contains the keyword term
that you define with a minus sign (-) prefix
Broad Match Keyword Ads may show on searches for Ads won't show on searches for
girls' hats hats for women
sun hats women's hats
girls' hats women's hats
women's baseball caps women's hats for sale
buy women's hats women's hats
women's hats on sale Women's hats
-Women
-"women's hats"
-[women's hats]

12. Exercise: Think of some
standard negative
keywords to use for all
campaigns

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Negative Keywords - Lists

14. Quality Score

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Quality Score is used to determine how relevant your
keywords and ad copy are to the keyword. It can affect
your overall ad group and campaign performance.
Keyword Ad Group Campaign Account
Good quality score = Low CPC& Higher
Rankings
Quality Score

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Putting keywords together into ad groups, which are not
relevant – will lower the quality score of the whole ad
group, not just the keyword.
Relevance + Optimisation = Good
Quality Score
Ideally Quality Score should be >5
Quality Score

17. Keywords to go for

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The first campaign you set up on a new account, will
determine the Quality Score.
 Branded keywords
 Low competition
 High Traffic
 High Relevance
Keywords to go for

19. Exercise: Put the
following keywords in to
campaigns, and ad
groups

20. CPC

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How much for each keyword – be prepared to pay
more for your keywords than your competitor
CPC

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Easily set the Max CPC for all keywords in the campaign
settings:
But you can still change the CPC for each keyword
CPC

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Your competitors Max CPC = £1.50
Your Max CPC = £2.00
CPC
You will only pay Max £1.50 CPC but will have a higher
ranking than your competitors

24. Creating Adverts

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You never know what adverts are going to work, therefore
I would recommend setting up at least 3 adverts for every
Ad Group. Change the campaign settings to rotate adverts
evenly, and then look at their CTR.
Creating Adverts

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The headline has 25 Characters
Description lines has 35 Characters each
This makes it very difficult to fit everything in
Creating Adverts

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What you should include?
 The keyword at least once
 Call-to-Action
Tell your consumer what you want them to do Incorporate
a sense of urgency
 Establish Credibility
Have you been in business 50 years? Are you recognized
by any highly regarded associations? Any awards? Put
anything you can in the ad that will solidify that you are a
legitimate and trusted vendor.
Creating Adverts

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What you should include?
 Communicates your unique value proposition, i.e., the
benefits of your offering and why people should visit your
site to learn more
 Stand Out
Look at the key messaging in competitor’s ads and
determine a way to differentiate.
 Consistent Messaging
Messaging should be consistent with offline advertising
efforts for credibility and trust. You want prospects to
recognize you again in other channels.
Creating Adverts

29. URL’s

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Destination URL versus display URL
Display URL has 35 characters, and should include
the keyword as close as possible.
Destination URL is the page on your website.
URL’s

31. Exercise: Create three
adverts for a keyword
relevant to your brand.

32. Bid Adjustments

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Bid Adjustments
https://www.youtube.com/watch?v=HBicrixmC94

34. Ad Extensions

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 Product
 Call
 Site links
 App
 Location
 Review
 Call Out
 Rich Ads
Ad Extensions - Manual

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Ad Extensions - Manual

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Site links
 Site links can be 25 characters long.
 They must send traffic to unique URLs.
 Site links can be implemented at the ad group or
campaign level.
 In any auction, a click on a site link costs the same as a
click on your headline.
 Better CTR
Ad Extensions - Manual

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Location
 One location available
 Your ads will also qualify to appear to users searching
on Google Maps as long as you are targeting Google
Search Partners
 Perceived legitimacy of a business with a physical
location – Higher CTR
Ad Extensions - Manual

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Call
 On mobile devices call extensions give the option to
show only your phone number
Tip: Use call scheduling to only show a phone number on
your ads during open hours.
Customers who leave an answer
machine message have been found
to only convert at 20% of the level as
people who get through to a real
person.
Ad Extensions - Manual

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Reviews
 Review Extensions allow you to incorporate a third-party
endorsement of your company or product into your ad.
 To set up review extensions, you first need to find a
review of your business that meets AdWords’ criteria:
- Unique
- Substantive
- Within the past 12 months
- From a credible 3rd party
source
Ad Extensions - Manual

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App
 App Extensions allow you to direct visitors to your
company’s app directly from a PPC ad.
 However, our data shows minimal interaction with these
extensions. Google seems to have
changed direction on Apps, which
will now be pushed through App
promotion ads rather than with
extensions.
Ad Extensions - Manual

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Rich Ads in Search
 Advertisers on Bing can make use of Rich Ads In Search
to showcase ads on brand queries. This can come in the
form of expandable videos or a company logo that runs
alongside existing ads
Ad Extensions - Manual

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Product
 Product extensions are potentially very powerful
because they show images and additional details about
your goods or services on your PPC ads.
 Your product extensions automatically update the
extensions with the current information.
Ad Extensions - Manual

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Call Out
 Add descriptive text to your ad to help people learn more
about what you have to offer.
 This lets you provide detailed information about your
business, including the products and services that you
offer.
Ad Extensions - Manual
https://support.google.com/adwords/answer/6079510?hl=en-GB

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 Consumer ratings
 Previous visits
 Social
Ad Extensions – Automatically Generated

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 Dynamic structured snippets
 Seller ratings
Ad Extensions – Automatically Generated

47. Exercise: Create relevant
ad extensions for the
adverts you created
earlier

48. Merging with
Analytics

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Merging with Google Analytics
https://support.google.com/analytics/answer/1033961?hl=en

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Merging with Google Analytics
https://support.google.com/analytics/answer/1033961?hl=en

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Merging with Google Analytics
https://support.google.com/analytics/answer/1033961?hl=en

52. Location Targeting

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Location Targeting
https://support.google.com/adwords/answer/1722043

54. Adding Goals

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Adding Goals
Tools > conversions

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Adding Goals

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Adding Goals - Website

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Adding Goals - Website

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Adding Goals - App

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Adding Goals - App

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Adding Goals - App

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Adding Goals - Phone

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Adding Goals - Phone

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Adding Goals - Phone

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Adding Goals - Import
https://support.google.com/adwords/answer/2998031?hl=en

66. Ad Scheduling

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Schedule your adverts to run at the best time, for
better results.
Ad Scheduling

68. Remarketing

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Remarketing
Remarketing lets you show ads to people who have visited
your website or used your mobile app before. When people
leave your website without buying anything, for example,
remarketing helps you reconnect with them by showing
relevant ads as they browse the web, as they use mobile
apps, or as they search on Google.

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Remarketing
 Standard remarketing: Show ads to your past visitors as
they browse
 Dynamic remarketing: Show dynamic ads to past visitors
with products and services they viewed on your website as
they browse
Remarketing for mobile apps: Show ads to people who have
used your mobile app or mobile website as they use other
mobile apps or browse other mobile websites.

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Remarketing
 Remarketing lists for search ads: Show ads to your past
visitors as they do follow-up searches for what they need on
Google, after leaving your website.
Video remarketing: Show ads to people who have interacted
with your videos or YouTube channel as they use YouTube
and browse Display Network videos, websites and apps.

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Remarketing
https://support.google.com/adwords/answer/3210317?hl=en-GB

73. Reviewing Campaigns/Ad
Groups

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Reviewing Campaigns/Ad Groups
It is essential that you go back and check the progress of
the campaigns.
Things to check:
 Keywords bid on
 Adverts – which is performing best
 Ad Extensions – are there some with lower CTR
 Ad group spend – are you missing out due to budget
 Goals

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Reviewing Campaigns/Ad Groups

76. Thank you