Pay Per Click Advertising

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the ppt gives an overview of pay per click advertising as well as the pros and cons of pay per click advertising

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  • I didn’t know this before, but with site extensions on your Adwords ads you can give people several options to visit your page, or, just offer a bunch of different ad copy in the form of links that all point to the same place. Do you have sitelinks setup, and actively gaining impressions/clicks in your account? If that sounds tricky, it isn’t as difficult as you might imagine. You can get help by just giving Simon a ring, his number is 302-401-4478.
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Pay Per Click Advertising

  1. 1. Pay per click advertising Project for TELEZENT By Girish Aughade
  2. 2. What it is? Pay per click (PPC) is an advertising model used on search engines, advertising networks, and content websites/blogs, where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website.
  3. 3. Why use pay per click? <ul><li>Prototype ideas to track demand before you invest into a new business. </li></ul><ul><li>Quickly gather feedback on market conditions. </li></ul><ul><li>Split test to a live audience and gather results in real time. </li></ul><ul><li>To know if the market is ready for your product </li></ul><ul><li>To know the marketing angle. </li></ul><ul><li>Are you marketing it to the wrong people. </li></ul>
  4. 4. Pay Per Click Tools <ul><li>GoogSpy PPC Research Tools </li></ul><ul><li>AdComparator Website Analytics </li></ul><ul><li>Crazy Egg Website Analytics </li></ul><ul><li>SpeedPPC PPC Management </li></ul><ul><li>Adapt SEM PPC Management </li></ul><ul><li>Atlas OnePoint PPC Management </li></ul><ul><li>Google AdWords Report PPC Management </li></ul><ul><li>Conversion Ruler PPC ROI Tracking </li></ul>
  5. 5. Advantages <ul><li>Low risk </li></ul><ul><li>Flexible </li></ul><ul><li>Immediate results </li></ul><ul><li>Easy and fast to implement </li></ul><ul><li>Can accommodate any budget </li></ul><ul><li>Measurable </li></ul><ul><li>Fast optimization </li></ul><ul><li>Ability to control costs </li></ul>
  6. 6. Process
  7. 7. PPC Tuning Cycle
  8. 8. Steps in PPC
  9. 9. Discovery <ul><li>What are your long and short term goals? </li></ul><ul><li>How will they be tracked and measured? </li></ul><ul><li>Who is your target audience? </li></ul><ul><li>Do you have any regulatory requirements? </li></ul><ul><li>Do you have any feedback (positive or negative) about the usability of your site? </li></ul><ul><li>Who are your PPC competitors? </li></ul><ul><li>Have you done research to determine what keywords to target? </li></ul>
  10. 10. Design <ul><li>Modeling the keywords in terms of monthly counts, estimated click-thru rates, and conversion rates. </li></ul><ul><li>Identifying which PPC Engines will be used for the campaign and any variations in the campaigns by PPC Engine. </li></ul><ul><li>Identifying site landing pages and destination pages for conversion purposes. </li></ul><ul><li>Identifying any tracking and reporting tools. </li></ul>
  11. 11. Development <ul><li>Development of Creative (Title and Description) by PPC Engine for each keyword </li></ul><ul><li>Application of tracking URLs and Reporting Tools </li></ul><ul><li>Development of new Destination Pages or editing existing pages </li></ul><ul><li>Implemented Tracking & Reporting Tools </li></ul>
  12. 12. Deployment <ul><li>Allow advertisements to &quot;go live” </li></ul><ul><li>A/B Testing. </li></ul><ul><li>Log files are to be reviewed for keyword opportunities. </li></ul>
  13. 13. Importance of Keywords <ul><li>Keyword Matching </li></ul><ul><li>Exact Match </li></ul><ul><li>Phrase Match </li></ul><ul><li>Broad Match </li></ul><ul><li>Advanced Match Type </li></ul>
  14. 14. More PPC services <ul><li>Keyword Research and Selection </li></ul><ul><li>Creative Development </li></ul><ul><li>Landing Page Identification </li></ul><ul><li>Implement Campaign Tracking </li></ul><ul><li>Advertisement Submission </li></ul><ul><li>PPC Account Settings </li></ul><ul><li>PPC Bid Management </li></ul><ul><li>PPC Monthly Analysis </li></ul><ul><li>Campaign Improvements </li></ul><ul><li>Creative Testing </li></ul><ul><li>SEO Ranking Report </li></ul>
  15. 15. Click Frauds Click fraud occurs in pay per click online advertising when a person, automated script, or computer program imitates a legitimate user of a web browser clicking on an ad, for the purpose of generating an improper charge per click.
  16. 16. Types of click frauds <ul><li>Basic clicker cheat </li></ul><ul><li>Proxy clicker cheat </li></ul><ul><li>Multiple computer clicker cheat </li></ul><ul><li>Software clicker cheat </li></ul><ul><li>Paid-clickers cheat </li></ul><ul><li>Click-rings cheat </li></ul><ul><li>Other medium cheat </li></ul><ul><li>Visitor cheat </li></ul><ul><li>Spam cheat </li></ul><ul><li>Click-through-rate cheat </li></ul>
  17. 17. Prevention Strategies <ul><li>Monitor your campaigns. </li></ul><ul><li>Limit your advertisements to specified countries. </li></ul><ul><li>Know where your advertisements are displayed. </li></ul><ul><li>Have a different bid price for content-targeted sites. </li></ul><ul><li>Target high-value sites. </li></ul><ul><li>Monitor results with a web analytics tool. </li></ul><ul><li>Use ClickTracks. </li></ul>
  18. 18. Some of top PPC search Engines <ul><li>Google AdWords </li></ul><ul><li>Yahoo! Search Marketing </li></ul><ul><li>ABC Search </li></ul><ul><li>Search Feed </li></ul><ul><li>7Search </li></ul><ul><li>MIVA </li></ul><ul><li>Enhance Interactive </li></ul><ul><li>Findology </li></ul><ul><li>Microsoft adCenter </li></ul><ul><li>Ask.com </li></ul>
  19. 19. Thank You

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