Pay per Click 101- America Outdoors 2012

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Presentation for the America Outdoors Association. Dec. 4, 2012. Daytona Beach, FL

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Pay per Click 101- America Outdoors 2012

  1. 1. Pay Per Click 101 America Outdoors 2012 Elizabeth Marsten @ebkendo elizabeth@portent.com
  2. 2. IN 2011, GOOGLE SEARCH AND ADVERTISING TOOLSGENERATED $80 BILLION IN ECONOMIC ACTIVITYACROSS THE U.S.
  3. 3. What is PPC?
  4. 4. v
  5. 5. How PPC Works
  6. 6. •Advertisers visit the search engine’s PPC login page.•Advertisers create ads to show and list out the keywordsthey want associated with that ad.•Advertisers set how much they want to spend each dayand how much they want to spend every time an ad isclicked.•Search engines then show the ads when relevant searchesthat match the advertiser’s keywords are shown.
  7. 7. PPC Pros
  8. 8. •Results come in quick•Cost is easy to control•You decide what words to bid on•You write the ads•Changes are easy to make and upload fast•There’s an on/off switch•No contracts•There is customer service/tech support for mostissues•It can be the cheapest form of advertising•Visitors are a targeted user- they searched foryou!
  9. 9. PPC Cons
  10. 10. •It’s not for every industry•Assume that whatever money you set aside for it, isspent•It can be confusing•If your industry is competitive, it may not be anycheaper than any other method of advertising•Competitive industries require competitive budgetsto match•Have to be aware and watch for click fraud
  11. 11. Is PPC For You?
  12. 12. Consider your advertising budget•If a lead or sale is worth $100 to you now,how much can you spend to get that sale?•Is that amount enough to buy the clicksyou’ll need?•Can visitors actually convert?•Do you have tracking set up?•Do you have the time set aside to really giveit a try?
  13. 13. Information Overload
  14. 14. STRUCTUREKEYWORDSADSQUALITY SCORE
  15. 15. STRUCTURE
  16. 16. PPC Account Structure Account Campaign CampaignAd Group Ad Group Ad Group Ad Group Ads/ Ads/ Ads/ Ads/ Keyword Keyword Keyword Keyword List List List List
  17. 17. ACCOUNTCAMPAIGNAD GROUP
  18. 18. Campaign Set Up• The campaign is the vessel for your ad groups and where most of the settings are. Budget, geography, networks, negative keywords, time of day/days of the week and devices.• Pick a category, place or brand that you want to group you ad groups under.• Go narrow enough so that you’ll need to have a few ad groups under it, but not so narrow for only one ad group and not so broad that you’ll need 3,000.
  19. 19. Ad GroupsUse the keyword niches you plan on targetingto determine how many and which ad groupsyou’ll need to create.THINK RELEVANCY
  20. 20. KEYWORDS
  21. 21. KEYWORDNEGATIVE KEYWORDMATCH TYPE
  22. 22. How to Pick Keywords•Start with a single product or service that you wantadvertise for.•Ask yourself how you would search for that item or howsomeone else might.•Search under a few of queries in Google and see what elsecomes up. Are the results related to what you’re going to beadvertising for?•If so, then you’ve found your niche•From there, build a keyword list of keywords that are similarto your chosen keyword.
  23. 23. Negative KeywordsThe words or phrases you don’t want associated withthat ad group or campaign.For example: cheap, free, download, sample, coupon,do it yourself
  24. 24. Keyword Match Types•Broad- shows for plurals, singulars and well,everything related.•Phrase- shows for plurals, but also pays attention toword order.•Exact- shows for exact and that’s it.•Modified Broad- uses an “anchor” keyword, moreexposure than phrase match, but more controlled thanbroad match alone.
  25. 25. Keyword Examples: Broad Seed phrase: dog collars Would show for: dog collars, pink collars, small dog collars, collars for dogsDoesn’t honor word order, can match synonyms orpart of a phrase, related searches.
  26. 26. Keyword Examples: Phrase Seed phrase: dog collars Would show for: dog collars, small dog collars, dog collars on saleHonors word order, can match synonyms or part ofa phrase.
  27. 27. Keyword Examples: Exact Seed phrase: dog collars Would show for: dog collars, dog collarHonors word order, must be exact or close variantof.
  28. 28. Keyword Examples: Modified Broad Seed phrase: +dog +collars  Would show for: dog collars, dog collar, small dog collars, collars for dogs Doesn’t honor word order, no synonyms or related searches, must contain anchored words.
  29. 29. GEO-TARGETINGNETWORKS
  30. 30. Geo-TargetingBy default, Canada and the USA are bundled togetherTarget by Neilson DMA, city, state, zip code, congressionaldistrict, radius or country.
  31. 31. Networks: Search
  32. 32. Networks: Display/Content
  33. 33. ADS
  34. 34. TEXT ADSIMAGE ADSPRODUCT LISTING ADS
  35. 35. Best Practice Text Ads#1 Use a keyword from your list in the headline and in the body
  36. 36. Dynamic Insertion
  37. 37. Best Practice Image Ads
  38. 38. Best Practice Product Listing Ads
  39. 39. QUALITY SCORE
  40. 40. AdWords Quality ScoreGoogle’s 1-10 scale for determining relevancy.Keywords have QS visibly listed in the AdWordsinterface.Ads, ad groups and accounts also have a qualityscore.
  41. 41. What Makes Up Quality Score?•The historical CTR of the keyword and the matched ad.•Your account history, which is measured by the CTR of all the adsand keywords in your account .•The historical CTR of the display URL in the ad group.•The quality of the landing page.•The relevance of the keyword to the ads in its ad group.•The relevance of the keyword and the matched ad to the searchquery.•Your accounts performance in the geographical region where thead will be shown.•Other relevance factors. *Google AdWord’s AdWords Help Center
  42. 42. Bing Ads Quality Score Bing’s 1-10 scale for determining relevancy within your account against the marketplace.Keywords have QS visibly listed in the Bing Adsinterface.Uses keyword relevance, landing page, userexperience and historic QS to calculate.
  43. 43. HOW TO MANAGE A PPC ACCOUNT
  44. 44. THE CARDINAL RULES
  45. 45.  Each search engine will try and differentiate itself by using different names for features, roll out tools and best practices but the basics of PPC remain the same across all of them. Always separate out Search, Content/Display and possibly Partner networks. Always set a budget you are comfortable with. Double check the setting for WHERE your ad is showing, geographically speaking. Add negative keywords. Do NOT set it and forget it. Always check in. Send users to the best page possible, don’t dump them off on the home page for every ad. A strong foundation (account that is properly configured) will bring you the most success in the long term.
  46. 46. A TO DO LIST
  47. 47. Give data a chance to collect (100 clicks rule)Check the budget/spend month to dateEdit or add new adsAdd keywordsChange match typesPause keywordsAdd negative keywordsCheck the destination URL (landing page)Bids for the ad group and keyword levelsTime of day or geographic schedulingAverage ad positionQuality ScoreAccount structure
  48. 48. Elizabeth Marsten @ebkendoelizabeth@portent.com
  49. 49. Q&A

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