This document provides a comprehensive overview of pay-per-click (PPC) advertising, including basic terminology, campaign structure, and best practices. It outlines how PPC works on platforms like Google, Yahoo, and Microsoft, and emphasizes the importance of keyword relevance and landing page optimization. Additionally, it offers insights into geo-targeting, product extensions, and tools for effective PPC campaign management.

1. PPC: Back To Basics

2. What Is It?
Why Use it?
What Are the
Advantages?

3. Paid Search?
1.PPC
2.Pay Per Click
3.SEM
4.CTR
5.CPC
6.CPM
7.CPA
8.QS

4. The Language of PPC
SPONSORED SEARCH: Pay-per-click distribution tactic that displays
your ads in the sponsored search results at the top, along the side,
and across the bottom of search results pages for searches that
relate to your keywords.
CONTENT PLACEMENT TARGETING: Pay-per-click distribution
tactic that displays your ads alongside relevant articles such as
product reviews, news articles, etc. on the Yahoo and Google
distribution network.
AD TEXT: The marketing message displayed to prospective
customers. An ad contains a title, description, and URL.

5. The Language of PPC
LANDING PAGE: The page on a web site where one is taken after
clicking on a advertisement. While this can be any page, it is often a
page designed to expand on the service or product mentioned in the
initial advertisement.
CAMPAIGN: A campaign contains one or more ad groups sharing the
same budget, schedule and geo-targeting criteria. A campaign is
typically created to support a particular marketing goal.
KEYWORD: A word or phrase that relates to the products or services
you wish to advertise. When prospective customers are looking for
information related to what you sell, and they type your keywords into
a search box, your ads may be displayed.

6. The Language of PPC
CONVERSIONS: The completion of an action that you value, such as
a purchase, registration, or sign-up.
IMPRESSIONS: The number of times an ad is displayed in search
results or on sites.
CLICK-THROUGH RATE (CTR): The number of clicks received
divided by the number of impressions generated. Example: An ad
that is displayed 100 times and receives 10 clicks has a click-through
rate of 10%.
AVE CPC: Average cost per click. The average price you paid each
time your ad was clicked.

7. GOOGLE ADWORDS BASICS
• Google's Advertising Product -
https://adwords.google.com
• Create Ads - Text, Image, Video
• Ads Appear on Google Search Engine and
Google Partner Sites
• Pay for Ads when someone "clicks" on them,
(ie. Pay-Per-Click or PPC) but there are
other alternative bidding options in some
cases.

8. YAHOO! SPONSORED SEARCH MARKETING BASICS
• Yahoo!'s Advertising Product -
http://advertising.yahoo.com/smallbusiness/ysm
• Create Ads – Text
• Ads Appear on Yahoo! Search Engine and Yahoo!
Partner Sites
• Pay for Ads when someone "clicks" on them. (ie.
Pay-Per-Click or PPC)

9. MICROSOFT ADCENTER BASICS
• Microsoft's Advertising Product -
https://adcenter.microsoft.com
• Create Ads – Text
• Ads Appear on Bing Search Engine and
Microsoft Owned Sites and Partner Websites
• Pay for Ads when someone "clicks" on them.
(ie. Pay-Per-Click or PPC)

10. Search Network - Best Practices
• Separate keywords into different ad groups
by similar core words.
• Ads should be highly relevant to searched
term.
• Landing Pages should be highly relevant to
Ad clicked.
• Be more specific using "negative keyword
matching" or other match options besides
"broad matching."

11. Create
Relevant
Keywords
&
AdGroups
Test
Ads &
Keywords
Refine
Campaign
& Keep
What
Works
Use
Reporting
Tools to
Measure
Results
PPC Management Process

12. What Else Can
You Do With
Paid Search?

13. GEO TARGETING BASICS
• Select any combination of locations to
target with your campaign.
• Countries, Territories, Regions, Cities
and custom areas.
• Adwords provides an Interactive Map
targeting tool to make this easy.

14. ADWORDS INTERACTIVE MAP TARGETING TOOL
• Search or browse for
countries, territories, regions,
and cities.
• Select a preset bundle of
locations.
• Choose a point on the map
and specify a radius around
it where your ads will appear.
• Target a custom shape on the
map.
• Exclude areas within your
selected locations.

15. ADWORDS PRODUCT EXTENSIONS
• New feature that can highlight your products
directly in your Google.com search ads.
• Your Google Merchant Center account must
contain a product that is relevant to the
searcher's query.
• Shows the images, titles, and prices of your
closest matching products with your ad.
• When the user clicks a product image, they
will be taken to the destination page listed for
that product.

16. ADWORDS PRODUCT EXTENSIONS EXAMPLE

17. SMART PHONE TARGETING
• High End Phones (iPhone, Android,
etc.) that have Full Internet Browsers
• Ads show on Google Search results,
Content Network, and relevant mobile
apps.
• Turned on by default when creating a
new campaign. Can turn off in the
"Networks, Devices, and Extensions"
section.
• Different than "mobile ad" ad type,
which shows on WAP mobile phones.

18. SMART PHONE TARGETING BEST PRACTICES
• Create a separate campaign that only targets
these devices.
• Do not use Flash since most of these
devices do not support it currently.
• Make sure your "Call To Action" is in an
easily seen spot on the landing page since it
is much more difficult to navigate on these
devices.
• Consider shortening your conversion
checkout process.

19. Content Network - Ad Types

20. HOW MUCH WOULD YOU PAY FOR A CLICK?

21. Content Network - Best Practices
• Separate search and content - they don't play
well together.
• Ads should distract the reader's attention.
• Use keyword themed campaigns (automatic
placements) and general/high traffic
managed placement campaigns to mine for
targeted placements.
• Start with smaller budgets.
• Run placement performance reports.

22. Content Network - Targeting With Keywords
• Campaign settings = relevant pages across
the entire network.
• Use small groups of themed keywords
(match doesn't matter).
• Set up filtering to minimize unwanted traffic
(negative keywords, standard category
filtering, site exclusions).

23. Content Network - Targeting Placements
• Campaign settings = relevant pages only on
the placements I manage.
• Use small groups of themed placements with
appropriate ads and landing pages
• When targeting high traffic sites, add one or
two keywords for better targeting

24. Pay Per Click Resources
• Keyword Tools
o Google's Keyword Tool
o Keyword Rockstar
o *VisualThesaurus.com
• Placement Tools
o *Ad Planner
o Shoemoney AdSense Crawler Tools
o AdWords Digger
o Site Sniper Pro
o Keyword Rockstar

25. Pay Per Click Resources
• Ad Builders (free and paid)
o BoostCTR.com
o MiniBannersZen.com
o Keyword Rockstar
o *AdLab.MSN.com/Ad-Text-Writer
• Competitive Research & Forecasting
o SpyFu
o Compete.com
o KeywordSpy
o Enquisite Auditor
o *Adlab.MSN.com/Keyword-Forecast
o *Google Insights

26. Pay Per Click Resources
• Reporting
o *Google conversion coding/tracking
o *Google Analytics

27. Pay Per Click Resources
• Campaign Management
o *MCC (for managing multiple AdWords
accounts)
o *AdWords Editor
o *MSN Adcenter Desktop
• Bid Management
o ClickSweeper.com