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Paid Search
Advertising
   (PPC)
              What Is It and Why Is It Good For
                                      Business?
Paid Search is query based
advertising, derived from
what a user is searching on
     search engines.
 Consumers search for
 everything and
 anything.
 Users dictate the
 demand for a product or
 information.
PPC = Push Medium
PPC = Push Medium

Push mediums reach out to
the masses who may or may
not be looking for something
specific.
To talk to the consumer, you
      must first listen.

  See what the audience is
       searching for.
So, paid search is starting
          with…
So, paid search is starting
          with…
So, paid search is starting
          with…


     Keyword search
Keywords are the words
the advertiser has deemed
 relevant to your website.
              A
      L               S
          E       D
Advertisers bid on the
keywords they want to run
      in PPC ads.
Advertisers bid on the
keywords they want to run
      in PPC ads.
   But only pay when a user clicks the ad.
 You set the budget, a variable cost.
 Can continuously optimize an ad based
 on performance.
 It’s trackable.
 Local targeting, “geo-targeting”.
Paid Search can be
       very
    effective.
1) Ad impressions
 x [Click Through Rate (CTR)]
2) Clicks (Website Visitors)
x [Conversion Rate]
3) Leads
 Have strong keywords.
 Test ads with different words or
 phrases.
 Check out the competition.
 Have a simple and short landing page.
And don’t forget
conversion tracking!
Tangible concepts, from
 technical to creative.

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