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Brief on Pay Per Click (PPC) for beginners

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A brief presentation on PPC prepared by me for beginners to have some basic idea on pay per click campaign.

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Brief on Pay Per Click (PPC) for beginners

  1. 1. Pay Per Click
  2. 2. Contents <ul><li>PPC </li></ul><ul><li>Search Engines that Offers PPC </li></ul><ul><li>Google Advertisement </li></ul><ul><li>Account Setup </li></ul><ul><li>Working of Google Ad words Program </li></ul><ul><li>Benefits of Ad words </li></ul>
  3. 3. Pay Per Click <ul><li>Pay per click advertising on search engines allows you choose keywords you would like your site to appear for when a search is performed. </li></ul><ul><li>How much you are willing to pay each time a person clicks on the search results. </li></ul><ul><li>The more you are willing to pay per click, the higher your site will appear in the results for the keywords you choose. </li></ul>
  4. 4. Basic Definition: Cost Per Click (CPC) <ul><li>Click: The action a user takes to select your ad and be taken to your website. </li></ul><ul><li>Search engines charges the advertiser when a user clicks on your ad </li></ul>The Destination Website A sample AdWords ad User
  5. 5. Sponsored and Organic Advertisement
  6. 6. Search Engines Offering PPC <ul><li>Yahoo (Overture/ Yahoo Search Marketing) </li></ul><ul><li>Google (Google Ad words) </li></ul>
  7. 7. What Is Google? <ul><li>Google has a search engine that will gather, sort & report information from the Internet, based on your topic of interest </li></ul><ul><li>But, Google also offers a lot more than search alone… </li></ul>
  8. 8. What is Google Advertising? <ul><li>Your customers see your ad when they search </li></ul><ul><li>Your ad reaches users at the moment they demonstrate interest </li></ul>
  9. 9. What is Google Advertising? <ul><li>Your customers see your ad when they surf Google Network properties </li></ul><ul><li>Google technology places your ad on the most relevant content pages </li></ul>
  10. 10. Organic & Paid Listing.. <ul><li>Paid Web Site Market has the advantage of driving traffic immediately to your web site. </li></ul><ul><li>Popular paid options include: </li></ul><ul><li>Newspaper magazine and TV ads </li></ul><ul><li>Purchasing of banner ads on other Web sites </li></ul><ul><li>Launching a Search Engine Marketing (SEM) campaign, and </li></ul><ul><li>Distributions of mass emails and press releases </li></ul>
  11. 11. <ul><li>Organic Traffic, as the name implies, is traffic that comes to your Web site naturally and without being driven there by a specific marketing campaign. </li></ul><ul><li>Sources of organic traffic include: </li></ul><ul><li>referrals from other Web sites (links) </li></ul><ul><li>referrals from search engines. </li></ul>
  12. 12. Keyword Advertising <ul><li>Targeted advertising </li></ul><ul><li>Better advertiser ROI than untargeted ads </li></ul><ul><li>Improved user experience </li></ul>
  13. 13. How we set up account in Goggle Ad words? <ul><li>Target Customers </li></ul><ul><li>Create your ad </li></ul><ul><li>Set pricing </li></ul><ul><li>Sign up </li></ul>
  14. 14. Target Customers <ul><li>Choose from dozens of languages and nearly 200 countries. You can even choose to show your ads only to users in specific cities or regions. </li></ul>
  15. 15. Benefits of AdWords – Location & Language Targeting Targeting options: You can target ads by location and language <ul><li>Regional/Local, Country, Global & Customized Targeting </li></ul><ul><li>Roughly 40 different language targeting options to choose from. </li></ul>
  16. 16. <ul><li>When should you use regional targeting? </li></ul><ul><li>Example: you have local flower shops in the San Francisco Bay Area </li></ul><ul><li>Example: you run a restaurant in Chicago </li></ul>Region/City Targeting Examples
  17. 17. <ul><li>For example, to reach customers located in an area that cannot be targeted accurately using region or city targeting </li></ul><ul><li>Example: pizza delivery service. </li></ul>Customized Targeting Use Customized Targeting to target highly specific areas
  18. 18. Create your ad Write your ad text and choose the keywords that will trigger those ads
  19. 19. Contd..
  20. 20. A Typical AdWords Ad <ul><li>Display URL (35 character limit) </li></ul><ul><li>Ad Text (35 character limit) </li></ul><ul><li>Ad Title (25 character limit) </li></ul>
  21. 21. Set Pricing <ul><li>Choose your currency. </li></ul><ul><li>Set your maximum cost-per-click (CPC). </li></ul>
  22. 22. Contd.. <ul><li>Select your daily budget. </li></ul>
  23. 23. Sign up <ul><li>Finish creating an Ad Words account by providing your email address and choosing a password. When you're ready to activate your ads, log in to your new account and submit your billing information. </li></ul>
  24. 24. Google Ad words Program: How does it work? <ul><li>Google is the most popular search engines on the internet. </li></ul><ul><li>Google Ad Words is a quick and simple way to purchase highly targeted cost-per-click (CPC) or cost-per-impression (CPM) advertising. </li></ul><ul><li>Ad Words Program is based on Keyword Selection . </li></ul>
  25. 25. Keywords Selection <ul><li>Google offers four options for the keyword matching, which are: </li></ul><ul><li>Broad: The match is for large category say your keyword is Tenant Screening, your ads will be shown for both Tenant and Screening. </li></ul><ul><li>Exact: If you place a square bracket around your keyword then only when your particular keyword is searched, your ad will be shown. Say for French Translation, you must write [Tenant Screening]. </li></ul><ul><li>Phrase: Include the keyword in quotes “Tenant Screening” so the ads will be shown even if your keyword is present in the searched phrase. Example : “Tenant Screening services provider in USA” </li></ul><ul><li>Negative: You can block your ad from being shown if certain words are present in the searched phrase. </li></ul>
  26. 26. Creating New Campaigns <ul><li>Log in to your Ad Words account. </li></ul><ul><li>On the Campaign Summary page, find the 'Create a new campaign' links just above the table of existing campaigns. </li></ul><ul><li>Click either the site-targeted or keyword-targeted link to begin creating a new campaign of that type. </li></ul><ul><li>We can have up to 100 Ad Groups in a campaign and up to 25 campaigns in an Ad Words account. </li></ul>
  27. 27. Creating New Campaigns
  28. 28. Campaigns…..
  29. 29. New Campaigns…… <ul><li>Current Status : Displays the status of each campaign. A campaign's status can be Active, Paused, Deleted, Pending or Ended: </li></ul><ul><li>Active : Set to run normally. </li></ul><ul><li>Paused : Temporarily suspended and not currently running. </li></ul><ul><li>Deleted : Deleted and no longer running. </li></ul><ul><li>Pending : Not yet started running because its start date is in the future. </li></ul><ul><li>Ended : End date has passed and is no longer running. </li></ul>
  30. 30. New Campaigns….
  31. 31. Create New Ad Groups: <ul><li>Use the link below the basic campaign data to create a new Ad Group within the current campaign. </li></ul>
  32. 32. Ad Groups… <ul><li>Choose Text Ad or Image Ad . Enter your text or image, along with the URLs for your ad, then click Continue . </li></ul><ul><li>Enter your keywords in the field provided. Click Continue when you are finished. </li></ul><ul><li>Enter the maximum CPC you are willing to pay, and (if you wish) use the Traffic Estimator to check cost and position estimates. When you're satisfied, click Continue . </li></ul><ul><li>Review your selections and click Save Ad Group . </li></ul>
  33. 33. Add Keywords….
  34. 34. Keywords and Setting Bidding…
  35. 35. Creating Ads……..
  36. 37. Terms… <ul><li>Clicks : The number of user clicks the ads in each campaign have received. </li></ul><ul><li>CTR (clickthrough rate): The number of clicks divided by the number of impressions that a campaign, Ad Group, or keyword has received. This is expressed as a percentage: 2 clicks for 100 page views equals a 2% CTR. </li></ul><ul><li>Avg. CPC (average cost-per-click): The average cost accrued for clicks on the ads within that campaign. </li></ul><ul><li>Avg. CPM (average cost per thousand impressions): If you are running site-targeted campaigns, you'll see the average cost per thousand impressions listed here. </li></ul><ul><li>Cost : The total overall costs that a campaign has accrued during the time frame you selected. </li></ul><ul><li>Conv. Rate (conversion rate): How many user clicks turned into actual conversions for the advertiser. Conversion rate equals the number of conversions divided by the number of ad clicks. This applies only to those users who have signed up for conversion tracking. </li></ul><ul><li>Cost/Conv. : The total cost divided by the total number of conversions. This tells you how much each conversion costs. </li></ul>
  37. 38. Conversion Tracking…
  38. 39. Conversion Tracking…
  39. 41. Reports….
  40. 42. Benefits of Ad Words <ul><li>The primary benefits of AdWords include </li></ul><ul><ul><li>Reach </li></ul></ul><ul><ul><li>Cost </li></ul></ul><ul><ul><li>Timing </li></ul></ul><ul><ul><li>Flexibility </li></ul></ul>
  41. 43. Search partners, including: Google properties, including: <ul><li>The Google Network reaches over 80% of Internet Users worldwide* </li></ul>Content publishers, including: network Other 20% 80% Benefits of AdWords: Reach 80% Other 20%
  42. 44. <ul><li>No minimum spend </li></ul><ul><li>You choose your own maximum daily spending limit (daily budget) </li></ul><ul><li>Choose how much you want to spend per click for every keyword </li></ul><ul><li>Pay Google for users who click on your ad </li></ul><ul><li>More cost-effective than Yellow Pages, Banner Ads & Direct Mail* </li></ul><ul><li>Conversion tracking = real-time return-on investment data </li></ul>Benefits of AdWords: Cost
  43. 45. Search Now the Largest Share of Online Ads Growth of Search: Marketers are voting with their dollars <ul><li>Search now the most dominant form of online advertising </li></ul><ul><li>Nearly 3x growth in since start of 2003 </li></ul><ul><li>35 searches per user per month in U.S. </li></ul><ul><li>73% search penetration </li></ul>% Online Advertising Revenue Search Banners Classifieds Sponsorships Rich Media Other
  44. 46. 40% Search Search Advertising Is Far More Cost Effective Search Advertising is cheap and effective vs. other ad methods
  45. 47. Benefits of AdWords: Timing <ul><li>Timing: </li></ul><ul><li>Ads are continuously matched to Internet users’ interests </li></ul><ul><li>Ads are placed as buying decisions are made </li></ul><ul><li>The Result: </li></ul><ul><li>You reach your audience at the right time, with the right message </li></ul>
  46. 48. Benefits of AdWords: Flexibility <ul><li>Flexibility: </li></ul><ul><li>See your ads on Google quickly </li></ul><ul><li>Optimize and change your ads continually to increase ROI </li></ul><ul><li>Target multiple locations and languages </li></ul>
  47. 49. Benefits of AdWords: Summary <ul><li>Reach </li></ul><ul><li>Access to ~80% of Internet users worldwide </li></ul><ul><li>Cost </li></ul><ul><li>Low costs for high ROI </li></ul><ul><li>Pay Google when users click on your ads </li></ul><ul><li>Timing </li></ul><ul><li>Ads are seen by users looking to purchase </li></ul><ul><li>Reach your audience at the right time, with the right message </li></ul><ul><li>Flexibility </li></ul><ul><li>Start advertising quickly </li></ul><ul><li>Unlimited changes, whenever you want </li></ul><ul><li>You can target ads to the specific location & language of your customers </li></ul>
  48. 50. Tips for Google Ad words Beginners <ul><li>Don’t use broad matching . </li></ul><ul><li>Use dynamic titles . </li></ul><ul><li>Use global negatives . </li></ul><ul><li>Turn off content targeting and search network. </li></ul><ul><li>Optimise your landing page. </li></ul><ul><li>Optimise your creative . </li></ul>
  49. 51. <ul><li>Work out your CPA (Cost per Acquisition). </li></ul><ul><li>Geotarget. </li></ul><ul><li>Organize your campaigns into ad groups. </li></ul><ul><li>Keep a close eye on your competitors. </li></ul><ul><li>Set a weekly budget and stick to it. </li></ul><ul><li>Test different creatives and positions. </li></ul><ul><li>Track conversion and ROI (Return On Investment). </li></ul>

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