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Using Pay-per-Click Marketing Profitably<br />Jeff Coleman<br />Internet Marketing Geek<br />

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Why PPC Marketing?<br />The Appeal<br />Advertise only to people who are looking right now for what you are offering <br />Pay only when they click to show their interest<br />The Challenge<br />It’s easy to start a PPC campaign, but it is not easy to make it profitable<br />

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Goals of This Class<br />Provide you with a basic understanding of PPC<br />Give you the tools to create profitable PPC campaigns for generating sales or leads<br />Guide you to resources that will allow you to take your PPC knowledge to the next level<br />

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Things You Will Learn<br />How PPC works<br />How to build a PPC campaign properly<br />Keyword research<br />Organizing keywords & building ad groups<br />Writing ads<br />Bidding strategies<br />Landing page optimization<br />How to measure the success of your PPC campaign<br />

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About Me<br />Why should you listen to me?<br /><ul><li>Formal education: doesn’t matter (Wharton School at UPenn if you care, but it really doesn’t matter)

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On-the-virtual-street education

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Million dollar PPC campaigns that determined whether a company was profitable or not

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Director of Search for Geary Interactive – oversaw 100+ campaigns at a time

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Learned from Perry Marshall – e-books, courses, in-person seminars</li></li></ul><li>What is Search?<br />Keyword phrases<br />Search engines (U.S. market)<br />Google<br />Yahoo<br />Microsoft/Live/Bing<br />Ask<br />Search engine results pages (SERPs)<br />

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How People Currently Search<br />Multiple keywords (2-5 words)<br />server backup solution<br />Product specific<br />Panasonic cordless phone dect<br />AT&T cl82359<br />Service and location specific<br />san diego landscaper<br />Answering a question<br />How do I re-finance my home?<br />

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Organic Search Results<br />

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Organic Search Results<br />

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Paid Search Results<br />

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The Dominant Search Player<br /><ul><li>~70% of searches in US and worldwide

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>70% of PPC traffic

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All about relevance

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Figure out Google Adwords and the others fall into place</li></li></ul><li>Evolution of PPC Advertising<br />The Players<br />GoTo/Overture - 1998<br />Google Adwords - 2002<br />Yahoo Search - 2003<br />Microsoft AdCenter - 2006<br />MicroHoo! (or is it YaSoft) - 2009<br />

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Evolution of PPC Advertising<br />The Mechanisms<br />Pure CPC<br />CPC plus CTR<br />Quality scores<br />CTR<br />Landing page/site<br />Pursuit of Relevance<br />

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The PPC (Google) Equation<br />PPC x CTR x QS = Position<br />PPC = Price per Click or Bid<br />CTR = Click-thru Rate<br />QS = Quality Score of Landing Page/Site<br />Conversion Rate?<br />Position = Where you are on the page<br />

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How Google Makes Money<br /><ul><li>Relevant search results = more searches

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Make the most $ per 1000 searches

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Take a long-term view

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Keep searchers from wasting their time

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Why does this matter to PPC marketers?

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“Tricking” Google is a short-term win

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Avoid the Google “slap” when changes are made</li></li></ul><li>Summary<br />PPC delivers customers at the time they are looking for your product or service<br />You only pay for interested customers – ones who click on your ad<br />Google is the dominant search engine<br />PPC x CTR x QS = Position<br />Relevance is key to good PPC results<br />

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Next Steps<br />Take the Quiz<br />Choose a topic for your search campaign<br />Continue on to Week 1, Part 2<br />Additional Resource: The Definitive Guide to Google Adwords by Perry Marshall (e-book) http://www.perrymarshall.com/adwords/<br />