2009 Philly Search Camp All About Ppc


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2009 Philly Search Camp All About Ppc

  1. 1. ALL ABOUT PPC<br />Presented by: Greg Meyers<br />
  2. 2. OVERVIEW<br /><ul><li> What is Pay Per Click Advertising
  3. 3. What is the difference between Free and PPC
  4. 4. Meet The Search Engines
  5. 5. Common PPC Myths
  6. 6. How PPC Complements Offline Advertising
  7. 7. About Google Adwords
  8. 8. PPC Best Practices
  9. 9. Elements of Google’s Quality Score
  10. 10. Text Ad/Creative Testing
  11. 11. Web Analytics
  12. 12. Certifications that are available
  13. 13. How has it changed over the years</li></ul>2<br />
  14. 14. WHAT IS PPC?<br />Well - it stands for Pay Per Click<br />Advertisers pay for every click on their ads in the sponsored results sections<br />It is an intelligent-based auction that relies on best practices to reach new visitors and convert potential customers<br />Search Marketers also have the option to do PPA (Pay Per Action), CPM (Cost Per Impression)<br />3<br />
  15. 15. FREE vs. Paid Search<br />4<br />
  16. 16. MEET THE SEARCH ENGINES<br /><ul><li>This chart represents the search engine share in the United States for August 2009, showing Google at 67%, while Yahoo and Bing are a distant 2nd and 3rd.. –SearchEngineWatch.com/Nielsen MegaView Search</li></ul>5<br />
  17. 17. COMMON PPC MYTHS<br />Ranking #1 in a PPC Listing is always the best place to be. NO!<br /> You have to buy your way to the top of the engines. NO!<br /> A good CTR (Click Thru Rate) means a good campaign. NO!<br /> You should have lots and lots of keywords? NO!<br /> Quality Score is based solely on CTR% NO!<br /> Let me explain<br />6<br />
  18. 18. COMPLIMENTS OTHER ADVERTISING<br />Used as a Message Testing Center for Print, Radio and TV<br />Complements TV and Radio Ads, as people migrate to search engines for more info.<br />Using Geo targeting features, you can ascertain which DMA’s or even zip codes convert and which ones do not<br />Still more affordable than TV, Radio and Print<br />Gets new products to market before competitors<br />7<br />
  19. 19. ABOUT GOOGLE ADWORDS<br />Google AdWords was launched in 2000<br />In 2003 Google introduced site-targeted advertising<br />In 2005 Google launched the Google Advertising Professional (GAP) Program<br />Built on an Intelligent Auction - based around performance and relevancy which is called Quality Score.<br />Agency Friendly – they offer what is called a “My Client Center” to handle multiple clients under one main account<br />Google Grants helps Registered Non-Profits by offering FREE Google Advertising worth up to $120k/year. <br />8<br />
  20. 20. ABOUT GOOGLE ADWORDS<br />Has 3 Different Networks<br />Search Network - Ads are targeted based on a user&apos;s search terms. <br />Content Network - Ads are targeted based on content themes rather than specific keywords.<br />Site Placement Network – Choose sites where you want your Ad to show<br /> Types of Ads<br />Textual Ads, Banner Ads (8 different sizes), Video Ads, Mobile Ads<br /> Keyword Matching Options:<br />Broad, “Phrase” and [Exact]<br />9<br />
  21. 21. ELEMENTS OF QUALITY SCORE<br />It’s always been the biggest mystery and has gone through countless changes and additions over the years, but we can safely say that Quality Score is comprised of the following:<br />Overall CTR%<br />Account/Click History<br />Text Ad relevance to the keywords<br />The relevancy of the keyword Group<br />All keywords must be similar (ie. “Red widget” & “Blue House” in same adgroup is BAD)<br />SEO Strength of the Landing Pages<br />Looks for keywords in &lt;title&gt;, content, &lt;h1&gt;, etc..<br />Landing page load times <br />If slow, Google does not like that<br />10<br />
  22. 22. PPC BEST PRACTICES<br />If running on content network, create a separate campaign as it’s more efficent for reporting and budgetary constraints.<br />Keep Keywords to 10-20 keywords per adgroup. If you go over that amount, you will most likely need to create another adgroup.<br />Be mindful of Keyword Matching - Ad Broad Match may drive up costs and lower CTR% (Quality Score).<br />Make sure your top keyword(s) is in the Ad/Creatives somewhere. Try placing in Title of Ad.<br />Make sure your landing pages are highly related to your adgroups.<br />Make sure your landing page loads in a timely manner.<br />11<br />
  23. 23. PPC BEST PRACTICES<br />It’s all about creating very tightly defined Adgroups about a specific group of products or services.<br />12<br />
  24. 24. WRITING PPC ADS<br />Writing Ads is one of the most difficult parts of PPC. However, when writing them, it’s important to create many different messages to see which ones perform better.<br />13<br />
  25. 25. WEB ANALYTICS FOR PPC<br />Web Analytics gives the PPC Advertiser the ability to see the following:<br />How their Ad Dollars are being spent<br />What is working<br />What is not working<br />Where they need to improve.<br />14<br />
  26. 26. BECOME GOOGLE CERTIFIED<br /><ul><li> In order to try and get Google Certified, you MUST do the following:</li></ul>Manage at least one AdWords account (yours or someone else&apos;s) in My Client Center for 90 days.<br />Build and maintain at least US$1,000 (or your local currency equivalent) total spend for your or your team&apos;s My Client Center account during the 90-day period.<br />Pass the Google Advertising Professional Exam. We suggest that you take the exam after you meet the above requirements. However, you can take the exam at any time. <br />15<br />
  27. 27. PPC EVOLVED OVER THE YEARS<br />In 1998 Goto.com (which was purchased by Yahoo and in 2001 was renamed Overture) was the first strictly auction based system where you paid your way to the top<br />AdWords launched in 2000. Started out as their own PPC Agency, then realized they had to accommodate small businesses and those who wanted to manage their own campaigns, so Google soon introduced the AdWords self-service portal<br />In 2003 Google introduced site-targeted advertising<br />In 2005, Google launched the Google Advertising Professional (GAP) Program to certify individuals and companies who have completed AdWords training and passed an exam<br />16<br />
  28. 28. Thank You!<br />Trellian Keyword Discovery OFFER!<br />Get 20% OFF Discount & FREE 20 Minute Tutorial<br />www.igesso.com/KeywordDiscovery<br />Greg Meyers– Founder, iGESSOInternet Marketing<br />Phone: (610) 827-0121, Email: greg@igesso.com<br />Website: http://www.igesso.com<br />Blog: http://www.semgeek.com<br />DOWNLOAD ALL MY PRESENTATIONS: www.igesso.com/SearchCamp<br />