2. • At Seer since May 2012
• University of Delaware
• Marketing & Finance
• Started at internship in Affiliate
Affiliate Marketing
• Came to Seer after hearing
Wil (Founder) speak.
Audrey Bloemer – Account Manager
3. • At Seer since May 2014
• University of North Carolina
• Advertising & American Studies
• Started at internship in Affiliate
Digital Marketing
• Came to Seer after hearing
Aaron (PPC Director) speak.
Evan Noll- Account Manager
5. Digital Marketing Agency Founded in 2002
• Based in the Northern Liberties
• Started as a SEO company
• Now 100 people
• SEO, PPC, Analytics and Content
Seer Interactive
13. • Quick visibility on the SERP’s
• Compete with all level competitors
• Improves brand awareness
• Local or Global
• Pay for results
• More opportunities to generate conversions
• Identifies new market
Why Advertisers Use Paid Search
14. Paid Search Isn’t Slowing Down
• 23% of Global Ad Spend in 2014
• $121B spend in 2014
• Only behind television
• Growing number of platforms
• Mobile and Video are fastest growing
• More competitors for Google
17. Or sometimes referred to as “search engine marketing (SEM)” or cost-per-click (CPC) advertising
• Form of online marketing in which you bid on selected
keywords that correspond to queries typed in search engines
that are relevant to your business
• You only pay when a user clicks on your ad which drives them
to your website or landing page
• Track conversions, analyze performance, gauge success
…Also known as Pay-Per-Click (PPC)
18. • Auction Based Bidding
• Keywords (Match to Queries)
• Every time a users searches your ad is entered into a new ad auction
• Engines determine Ad Rank (Google, Bing/Yahoo, etc.)
• Only pay when someone clicks on your ad
How does it work?
38. • A conversion is when a user completes you desired action
• B2B/Lead Gen: filling out a form, free demo, downloads
• Ecommerce: completing purchase transaction
• Tracking conversions helps set goals for campaigns and
evaluate and optimize performance.
What is a conversion?
58. Impression – The number of times your ad was show
Click – When someone clicks on your ad and is directed to your website
CTR (Click Through Rate) – Ratio of clicks to impressions
Avg. CPC (Cost Per Click) – The average amount you pay when someone clicks on your ad
Avg. Position – Ad placement location of where your ads show in the SERPs
Conversion – Tracked action a user takes on your website
Conversion Rate – Ratio of conversions to clicks
CPA (Cost Per Action/Conversion) – Advertising cost spent per conversion
Ads – Content shown to users in the SERPs
Bid – Maximum amount we tell the engines we are will to pay per click
Quality Score – Ranking given to your keywords based on CTR, relevance, etc.
Budgets -
PPC Key Performance Metrics & Lingo