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Everything you need to know about pay per click advertising but were afraid to ask...

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A detailed overview of how your business can use pay per click (PPC) advertising to drive sales and achieve business goals. Brought to you by e-CBD (www.e-cbd.com).

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Everything you need to know about pay per click advertising but were afraid to ask...

  1. 1. e-CBD PPC / Paid Search Workshop<br />
  2. 2. What is Paid Search?<br />Pay-Per-Click (PPC)<br />
  3. 3. Paid Search: Common Names<br /><ul><li>Pay-Per-Click (PPC)
  4. 4. Search Engine Marketing (SEM)
  5. 5. Sponsored Links
  6. 6. Buying Keywords
  7. 7. Paying Google
  8. 8. Banner / Display Ads
  9. 9. & … ????</li></li></ul><li>PPC :: What It Can Do<br />Quickly gain traffic for your site<br />Test products, ideas, keywords (SEO)<br />Support organic search results (SEO)<br />Hyper target customers<br />Highly measurable results<br />
  10. 10. PPC :: What It Can’t Do<br />Create traffic that doesn’t exist<br />Create interest that doesn’t exist<br />Increase your organic (SEO) results<br />Be your Google “Sugar Daddy”<br />PPC is not an endless stream of business<br />
  11. 11. Let’s Break It Down…<br />Search Engine Results Pages (SERP’s)<br />Where PPC Ads Live…<br />
  12. 12. Breaking Down the SERP’s<br />
  13. 13. Breaking Down the SERP’s<br />PPC<br />Organic<br />Places<br />
  14. 14. Breaking Down the SERP’s<br />PPC<br />Organic<br />Places<br />
  15. 15. Breaking Down the SERP’s<br />PPC<br />Organic<br />
  16. 16. Breaking Down the SERP’s<br />PPC<br />PPC<br />Organic<br />Organic<br />Places<br />
  17. 17. Breaking Down the SERP’s<br />PPC<br />Local<br />Organic<br />
  18. 18. Business Objectives?<br />Not Just “How To”…<br />But, “WHY?!”<br />
  19. 19. Business Objectives?<br /><ul><li>Increased Sales?
  20. 20. Branding?
  21. 21. Keeping up with market?
  22. 22. Crushing your competition!!
  23. 23. Increase awareness of product *XY*?
  24. 24. Support other marketing channels?</li></li></ul><li>Outcomes: Goals?<br /><ul><li>Item Purchases
  25. 25. Lead Submissions
  26. 26. Phone Calls
  27. 27. Page Views (specific; informational)
  28. 28. Directions (page views)
  29. 29. Request for Information (download?)
  30. 30. Visitor Counts</li></li></ul><li>Business Objectives?<br />Business Objectives.<br />Business Objectives!<br />Business Objectives !!<br />
  31. 31. Building a PPC Account<br />The Nuts & Bolts<br />
  32. 32. Starting Up<br /><ul><li>Create a Google Account
  33. 33. Decide how you’ll pay for clicks </li></li></ul><li>Account Components<br />Account – total budget amount, admin access, billing info, time zone settings<br />Campaign – geo-targeting, day-parting, budget allotment, device targeting, bid types<br />Ad Group – ad creative & keyword organization<br />Keyword – “searcher-facing” portion (user access point)<br />Ad Creative – messaging; keyword targeting<br />
  34. 34. PPC Manager’s Perspective<br />
  35. 35. Account Components<br />Campaigns<br />Ads<br />Ad Groups<br />Keywords<br />
  36. 36. (More) Manager’s Perspective<br />And here’s where it can start to get a bit more complicated...<br />
  37. 37. Searcher’s Perspective<br />(searcher)<br />“keyword phrase”<br />Lead Submission:<br />“Tell Me More !!”<br />
  38. 38. Searcher’s Perspective<br />
  39. 39. Choosing Keywords<br />Targeting !!<br />
  40. 40. KeyWord Resources<br /><ul><li>Start with your website
  41. 41. Then competitor websites
  42. 42. Hand-typed research
  43. 43. Analytics tools: referral keywords
  44. 44. Google’s KeyWord Tool</li></li></ul><li>KeyWord Resources<br />https://adwords.google.com/select/KeywordToolExternal<br />
  45. 45. KeyWord Match Types<br /><ul><li>Broad Match</li></ul> keyword phrase<br /><ul><li>Phrase Match</li></ul> “keyword phrase”<br /><ul><li>Exact Match</li></ul> [keyword phrase]<br />
  46. 46. Writing Ad Copy<br />Make It Relevant!<br />
  47. 47. Ad Copy Elements<br /><ul><li>Title Line – 25 ch.
  48. 48. Ad Line #1 – 35 ch.
  49. 49. Ad Line #2 – 35 ch.
  50. 50. Display URL – 35 ch.
  51. 51. Destination URL – 1,024 ch.</li></li></ul><li>“Destination URL” Element<br /><ul><li>Title Line – 25 ch.
  52. 52. Ad Line #1 – 35 ch.
  53. 53. Ad Line #2 – 35 ch.
  54. 54. Display URL – 35 ch.
  55. 55. Destination URL – 1,024 ch.</li></ul>www.weddingplanners.com/wedding-venue-examples<br />(/specific-picture/?track_code=keyword-1&track_code…)<br />
  56. 56. Conversion Tracking<br />How You Know You’re Winning!<br />
  57. 57. Conversion Tracking<br />Conversion Snippet: apply to your “Thank You” page<br />
  58. 58. Conversion Tracking<br />
  59. 59. Landing Pages<br />Fulfill Your Ad’s Promise<br />
  60. 60. Landing Pages Must:<br /><ul><li>Be relevant to your ad !!
  61. 61. If you said “on sale” the landing page better feature something “on sale”
  62. 62. If there was a price mentioned, it’d better be there!
  63. 63. Provide clear action steps
  64. 64. “Don’t Make Me Think”
  65. 65. Be about the item your ad promotes…
  66. 66. … and ONLY that item.
  67. 67. No “pop-up’s”
  68. 68. No redirects</li></li></ul><li>Analyzing Results<br />Making Sense of the Data<br />Optimization Opportunities!!<br />
  69. 69. Overview: PPC Metrics<br />Impression = Ad appearance <br />Click = Searcher clicks an ad <br />CTR = Click-through-Rate- Ratio: Clicks / Impressions = CTR - Measure of ad, keyword, campaign effectiveness<br />Ad Position = Ranking of your ad creative (averaged)<br />Cost = Spend per keyword, ad, ad group, campaign…<br />Conversion = Action completed by searchers(i.e., lead submission, email, purchase, etc.)<br />
  70. 70. Overview: PPC Metrics<br />
  71. 71. Optimizing Your Account<br />Kill the Losers !!<br />Promote the Winners !!<br />
  72. 72. Optimization Tips:<br /><ul><li>A/B Test Ad Copy
  73. 73. Negative Keywords
  74. 74. Multiple match types, same keyword
  75. 75. Cost-per-Click bidding
  76. 76. A/B Test Landing Pages
  77. 77. AdWords Editor</li></li></ul><li>AdWords Editor<br />
  78. 78. Q & A:<br />
  79. 79. Thanks !<br />Ryan Pryor<br />Director of Search & Analytics<br />Dealerskins, USA<br />ryan@wordsgohere.com<br />@ryanpryor<br />

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