Pay Per Click
Management
(PPC)
Pay-per-click (PPC) (also called cost per click) is an internet
advertising model used to direct traffic to websites, in w...
 SPONSORED SEARCH: Pay-per-click
distribution tactic that displays your ads in the
sponsored search results at the top, a...
Key Elements of PPC
 LANDING PAGE: The page on a web site
where one is taken after clicking on a
advertisement. While thi...
Key Elements of PPC
 CONVERSIONS: The completion of
an action that you value, such as a
purchase, registration, or sign-u...
7 Stages of PPC Management
 Research Category
 Plan & Structure
 Copywriting
 Organize Bids
 Build Landing Pages
 Re...
Research your Market Category
 Customers, Competitors, Keywords
 The buying process
 Core keywords
 Long tail keywords...
Plan & Structure Campaign
 The Search marketing mix
 Budgets
 Campaigns
 Ad groups
 Keywords
 Match types
 Landing ...
Copywriting
 Focus on Your Ad Copy
 Title
 Body text
 URL
 Google lets you run multiple ads
 Art more than science
...
Organise Bidding
 Understand value of clicks
 Know value of conversions
 Quality Score is key
 Set up a keyword match ...
Select & Build Landing Pages
 Send click traffic to most appropriate page
 Build if one does not exist
 Keep the landin...
Track & Review Performance
 Establish key metrics
 PPC reports and analytics
 Cost per click (CPC)
 Click through rate...
Amend, Test & Tune
 Look for conversion winners and
replicate components
 Look for blockages and eliminate
 Eliminate n...
Who are the Major Players…?
 Google
 Yahoo
Google
 Keyword Targeted CPC (Cost Per Click)
 More Clicks, Better Results
 You set max per keyword and budget
 Track ...
Yahoo
 Bid on keywords (auction format)
 Highest bidder gets highest placement on the page
 Yahoo, MSN, AltaVista, CNN,...
CONNECT
WITH US
Pinterest
Facebook
TwitterYouTube
LinkedIn
Bangalore office
#576, 30th Main Road,
Banashankari 3rd Stage,
...
Upcoming SlideShare
Loading in …5
×

PPC Management

692 views

Published on

PPC advertising gives you the opportunity to pay for top positions on search engines and appear on relevant partner websites. This delivers instant traffic and offers many ways to compliment your existing SEO strategies by testing keywords, business models, and marketplace verticals, and it allows you to develop your overall Internet marketing strategy and any SEO plans armed with facts, not assumptions.

Published in: Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
692
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
21
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

PPC Management

  1. 1. Pay Per Click Management (PPC)
  2. 2. Pay-per-click (PPC) (also called cost per click) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. PPC - wikipedia.org
  3. 3.  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. Key Elements of PPC  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.
  4. 4. Key Elements 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.
  5. 5. Key Elements of PPC  CONVERSIONS: The completion of an action that you value, such as a purchase, registration, or sign-up.  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.  IMPRESSIONS: The number of times an ad is displayed in search results or on sites.
  6. 6. 7 Stages of PPC Management  Research Category  Plan & Structure  Copywriting  Organize Bids  Build Landing Pages  Review Performance  Amend, Tune & Test
  7. 7. Research your Market Category  Customers, Competitors, Keywords  The buying process  Core keywords  Long tail keywords  Website analytics  Volumes, values, margins  Conversion is key  Local vs. National vs. International 1
  8. 8. Plan & Structure Campaign  The Search marketing mix  Budgets  Campaigns  Ad groups  Keywords  Match types  Landing pages 2
  9. 9. Copywriting  Focus on Your Ad Copy  Title  Body text  URL  Google lets you run multiple ads  Art more than science  Look at competitors  Hire copywriter 3
  10. 10. Organise Bidding  Understand value of clicks  Know value of conversions  Quality Score is key  Set up a keyword match hierarchy  Bid more only when Quality Score is high  Reduce bids if conversion cost is unprofitable 4
  11. 11. Select & Build Landing Pages  Send click traffic to most appropriate page  Build if one does not exist  Keep the landing page simple  Focus on achieving goals  Ecommerce sales  Lead generation  Eliminate distractions  Learn from successful landing pages 5
  12. 12. Track & Review Performance  Establish key metrics  PPC reports and analytics  Cost per click (CPC)  Click through rate (CTR)  Conversions  Cost per conversion  Cost per sale  What is target ROI? 6
  13. 13. Amend, Test & Tune  Look for conversion winners and replicate components  Look for blockages and eliminate  Eliminate negative terms  Test different keywords  Test different copy  Test different landing pages  Test different bid levels 7
  14. 14. Who are the Major Players…?  Google  Yahoo
  15. 15. Google  Keyword Targeted CPC (Cost Per Click)  More Clicks, Better Results  You set max per keyword and budget  Track Results – Conversion Tracker  Ads appear on Google.com  Google content network via AdSense program
  16. 16. Yahoo  Bid on keywords (auction format)  Highest bidder gets highest placement on the page  Yahoo, MSN, AltaVista, CNN, Info space  Yahoo Publishers Network Content Match (Beta)– Like Google AdSense
  17. 17. CONNECT WITH US Pinterest Facebook TwitterYouTube LinkedIn Bangalore office #576, 30th Main Road, Banashankari 3rd Stage, Bangalore-560070 Navi Mumbai Gangasagar, Plot no.E-47, Near MSEB, Sector-12, Kharghar, Navi Mumbai-410210 ……………………………….............

×