What is better than love - 10 steps to Adwords success - PPC

1. An Introduction to PPC
April 2018

2. NICE TO SEE YOU, TO SEE YOU NICE

3. BEFORE WE START, LET’S ANSWER A
VERY IMPORTANT QUESTION…

4. WHAT IS BETTER THAN LOVE?

5. “Google Trends is a public web facility that shows
how often a particular search-term is entered
relative to the total search-volume across various
regions of the world, and in various languages.”

6. United Kingdom - 2017
Jacob Rees-Mogg Boris Johnson Theresa May Jeremy Corbyn Henry Bolton

7. “Helps us determine what keywords your business
should target and also predict seasonal variances”

8. WHAT IS BETTER THAN LOVE?
KITTENS
CAKE
CHOCOLATE
FOOTBALL
BB KING

9. HIGHER OR LOWER?
(LAST PERSON STANDING)

10. PRIZES!

11. IS “WEATHER” HIGHER
OR LOWER THAN LOVE?
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Love

12. HIGHER!
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Love Weather
IS “CAKE” HIGHER OR LOWER THAN LOVE?

13. LOWER!
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Love Weather Cake
IS “CHOCOLATE” HIGHER OR LOWER THAN “LOVE”?

14. IT COULD STILL BE A GOOD NIGHT
IF YOU PLAY YOUR CARDS RIGHT

15. 0
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Love Weather Cake
IS “CHOCOLATE” HIGHER OR LOWER THAN “LOVE”?

16. SO, WHAT IS BETTER THAN “LOVE”?
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Love Weather Cake Chocolate
LOWER!

17. DONALD TRUMP!
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Love Weather Cake Chocolate ?
WHAT IS THIS LINE?

18. WINNER!

19. DIDN’T THEY DO WELL!

20. “DONALD TRUMP”:
MORE POPULAR THAN “LOVE”!!!

21. WHAT DOES PPC MEAN?

22. Pay Per Click advertising (PPC)
“PPC is an online advertising model in which advertisers
can display ads for their goods or services when users
enter relevant queries into search engines. Advertisers
are only charged when a user actually clicks on their ad”
WordStream
22

23. Many different ways to say the same thing!
• Pay Per Click
• PPC
• Paid Advertising
• Paid Search
• Paid Ads
• Cost Per Click Advertising
• CPC
• Search ads
• Display Advertising
• Banner Adverts
• Remarketing
• RLSA
• Online Advertising

24. Pay Per Click advertising (PPC)
Google Shopping
Paid Search Results

25. Search Engine Optimisation (SEO)
“Search engine optimization (SEO) is the practice of
increasing the quantity and quality of traffic to your
website through organic search engine results.”
Moz
25

26. Organic Listings
Search Engine Optimisation (SEO)

27. PPC SEO
PPC is more immediate, and can be activated
in a matter of days [hours if need be]
SEO is a longer term strategy, it can take a
few months to see an impact
Text within the ad is quick and easy to change
[allows you to be reactive]
Listing text [what appears on the results
page] is more difficult to amend
Limited text creative character limits
Text length is determined by the search
engine
Advertisers pay on a cost per click [CPC]
pricing model
SEO requires on-going investment to
maintain ranking [usually charged as
consultancy fees]
What are the differences?

28. THE 12 STEPS
TO PPC SUCCESS

29. Clue: To make more money!
1) Why Does Your Website Exist?

30. What does that mean?
How much are you willing to spend to acquire a lead?
Quick Example:
● Make £500 profit per booking
● Willing to invest 10% into marketing
● Willing to spend £50 per booking
● 20% of enquiries convert
● Willing to spend £10 to generate 1 lead
● If 1 in 20 visitors enquire, then max Click costs(CPC) - £0.50
2) What Is Your Cost Per Acquisition (Cpa)

31. ● Buy
● Email
● Phone
● Live Chat
● Newsletter
Subscription
● Download
● Visit your store
● Watch a video
3) What Do You Want People On Your Website To Do?

32. ● Prices
● Encouragement
● Explanation
● Lots of answers
● Social life
● Explore
● Language lessons
● Make friends
● Things to see/do
● Security
● Fun
● Adventure
4) What Do Your Customers Want?

33. Use Google Keyword Planner
5) Find Keywords That They Might Use To Search For
You

34. 6) Categories Keywords By Theme

35. 7) How to Build a Google Adwords Account

36. 8) Create Interesting Adverts

37. 9) Target The Right Landing Page

38. 10) Ad Extensions

39. 11) Remarketing/The Display Network

40. 12) Track Results and Refine
What are the differences?