Pay Per Click Presentation 2008

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Explanation of how Adwords work with examples of OTEN and WSI campaign.

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Pay Per Click Presentation 2008

  1. 1. WSI - Google AdWords Campaign<br />Paul King<br />E-Marketing <br />
  2. 2. Advertisers specify “keywords” that trigger their adds<br />User’s search Google's search engine on www.google.com with relevant keywords<br />"sponsored ads" on the right side of the screen, and sometimes above the main search results appear.<br />Adwords Explained<br />Google Ads<br />Organic results<br />
  3. 3. Adwords Terminology<br />
  4. 4. Target by Language<br />Target by Location (Country, state, city, suburb)<br />Target by any location from minimum 10 Kilometre radius.<br />WSI Campaign settings<br />Targeting<br />
  5. 5. CTR is the amount of clicks on an ad divided by Impressions (how often the ad displays)<br />What is a good CTR ?<br />Google specifies a minimum of .05%.<br />CTR differs according to industry/business/area<br />However typical CTR’s range from 1% to 3%.<br />CTR - Click Through Rate<br />
  6. 6. Write Ads that will attract the readers attention<br />(Constantly testing and tweaking ads)<br />Relevant and optimised Keywords<br />High Ad position<br />WSI campaign is currently averaging 10.76%<br />How to achieve a good CTR ?(Click Through Rate)<br />
  7. 7. Keywords should be Relevant <br />Effective keyword lists should be built for each campaign<br />Keywords should be targeted and divided between AdGroups<br />Keywords should constantly be monitored and updated/deleted/paused.<br />Keywords<br />
  8. 8. Keywords<br />Example WSI Best Performing Keywords<br />
  9. 9. Each search page has 20 results (10 organic and 10 paid) <br />Users scan the page quickly, for related information and click on it. <br />All this happens in a matter of seconds<br />The higher your ad position, this exponentially increases your CTR<br />AVERAGE AD POSITION <br />What is WSI’s Average Ad Position ?<br />
  10. 10. The ordering of the ads depends on other advertisers' bids (PPC) and the "quality score”<br />The “quality score” is calculated by <br />historical CTR click-through rates<br />relevance of an advertiser's ad text<br />keywords<br />Ordering of Ad’s<br />
  11. 11. Each industry has different CPC Rates<br />Some Higher some Lower, depending on:<br />popularity of Keywords<br />Size of Industry<br />How many others bidding<br />CPC is also dependant on “Quality Score”<br />The higher the CTR & Quality Score, the lower the CPC<br />WSI Campaigns Average CPC so far:<br />OTEN $0.87<br />WSI Uni $0.87<br />WSI Enrol $0.64<br />Average $0.77<br />CPC - Cost Per Click<br />
  12. 12. Ad’s are very short<br />Header; max 25 char, other 2 lines max 35 char<br />Ad’s need to<br />get users immediate attention with Header<br />be relevant to target page<br />Be relevant to keywords<br />Ad’s should constantly be tested against each other and finely tuned<br />Ad’s<br />
  13. 13. Ad examples - WSI Campaign<br />
  14. 14. A conversion occurs when a click on your ad leads directly to valuable user behaviour e.g. Enrolment/Course Enquiry etc<br />Identifies the effectiveness of AdWords Ads and Keywords<br />Example of use: How many enrolments to clicks (total cost of clicks per enrolment)<br />Conversion Tracking<br />
  15. 15. WSI – OTEN Results<br />
  16. 16. WSI – OTEN Campaign Results<br />Cost Per Click<br />Click Through Rate<br />
  17. 17. WSI (On to Uni) Campaign - Results<br />
  18. 18. WSI – Last Minute Enrol Campaign - Results<br />4,330 Users searching for a <br />Specific Course or TAFE<br />Course with targeted KeyWords from within WSI’s <br />Geographical Area went through to WSI “Late Enrolment page” at a cost of only $0.64 per click<br />
  19. 19. Target Market is already looking for targeted courses (Keywords)<br />Only Targeting our own Geographical area<br />Proven evidence of results<br />We have the expertise to get peak results<br />Summary <br />
  20. 20. www.advertising.microsoft.com/ad-programs<br />www.adwords.google.com<br />www.google.com/adsense<br />www.sem.smallbusiness.yahoo.com/searchenginemarketing/<br />References <br />

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