This document provides an overview of pay per click (PPC) digital marketing. It outlines the presentation topics which include paid advertising channels like Google AdWords, social media advertising, and PPC business strategies. Google AdWords is highlighted as Google's main advertising product and major revenue source, generating $42.5 billion in 2012. The document also discusses account and campaign setup in AdWords, and ad formats. Finally, it notes that the future of digital marketing will involve a shift to an expanded definition including various online and social media marketing tactics.

1. Digital Marketing –
Pay Per Click
Presented by: Ryan Mower

2. Presentation Outline
Paid Advertising Channels
(Networks, Remarketing, & Social)
1
2
3
4
5
Google AdWords
Social Media Advertising
PPC Business Strategy
The Future of PPC

3. Networks
• Search Network
– Google
• Search Partners
• AOL.com
• Ask.com
• CNN.com
SERP = Search Engine Results Page

4. Networks
• Display Network
Publishers Advertisers

5. Display Network

6. Remarketing
• Re-Engage people who are interested in your
product or service.

7. Social Media

8. AdWords
• Google’s main advertising product & main
source of revenue.
• Google’s advertising revenues in 2012 were
$42.5 Billion. Total revenue for 2012 $50.2
Billion.

9. AdWords Account Structure

10. Ad Groups
Example Account Setup
Best Shoe
Company
Red
Shoes
Blue
Shoes
Green
Shoes
Gray
Shoes
Account
Campaigns
Kwds Ads Kwrds Ads Kwrds Ads Kwrds Ads

11. Ads
Headline – 25 Characters
Line 1 – 35 Characters
Line 2 – 35 Characters
Display URL – 35 Characters
Destination URL

12. Product Listing Ads (PLA’s)

13. Social Media Advertising

14. Social Media Advertising

15. Digital Marketing Business Strategies
What type of business are you?
• e-commerce: only online, physical location & online
• Service
• Locally Targeted
• Nationally Targeted
What are you selling?
• Products or Services
Who are your customers?
• Target Market

16. Digital Marketing Business Strategies
What do you want to accomplish with a Digital
Marketing advertising campaign?
• Increase Website Traffic
• Sell Sell Sell
• Increase Leads
• Increase Brand Awareness
What advertising channels are you going to use?
• Google, Bing, Facebook, Linkedin, Remarketing, etc.
How are you going to measure your results?
• What are the goals?

17. Future of Digital Marketing
• It’s going to be huge!!!
• Online marketing industry is adjusting to a
digital marketing industry.
• Online Marketing: SEM which includes
SEO, PPC (Paid Search)
• Digital Marketing: Online Marketing, Social
Media Advertising, Social Media
Management, Reputation Management,
Email Marketing, Content Marketing, and
more

18. Questions
or
Comments