This document provides an overview of pay-per-click (PPC) advertising. It discusses what PPC is, how it can be used to quickly gain website traffic, test ideas and keywords, and support organic search engine results. However, PPC cannot create traffic or interest that does not already exist or directly increase organic search rankings. The document outlines how to set up a PPC account, choose keywords, write ad copy, implement conversion tracking, and optimize an account. The goal is to help businesses understand how to use PPC effectively to meet objectives like increasing sales, branding, or outcompeting competitors.

1. e-CBD PPC / Paid Search Workshop

2. What is Paid Search? Pay-Per-Click (PPC)

4. Search Engine Marketing (SEM)

5. Sponsored Links

6. Buying Keywords

7. Paying Google

8. Banner / Display Ads

10. PPC :: What It Can’t Do Create traffic that doesn’t exist Create interest that doesn’t exist Increase your organic (SEO) results Be your Google “Sugar Daddy” PPC is not an endless stream of business

11. Let’s Break It Down… Search Engine Results Pages (SERP’s) Where PPC Ads Live…

12. Breaking Down the SERP’s

13. Breaking Down the SERP’s PPC Organic Places

14. Breaking Down the SERP’s PPC Organic Places

15. Breaking Down the SERP’s PPC Organic

16. Breaking Down the SERP’s PPC PPC Organic Organic Places

17. Breaking Down the SERP’s PPC Local Organic

18. Business Objectives? Not Just “How To”… But, “WHY?!”

20. Branding?

21. Keeping up with market?

22. Crushing your competition!!

23. Increase awareness of product *XY*?

25. Lead Submissions

26. Phone Calls

27. Page Views (specific; informational)

28. Directions (page views)

29. Request for Information (download?)

31. Building a PPC Account The Nuts & Bolts

34. PPC Manager’s Perspective

35. Account Components Campaigns Ads Ad Groups Keywords

36. (More) Manager’s Perspective And here’s where it can start to get a bit more complicated...

37. Searcher’s Perspective (searcher) “keyword phrase” Lead Submission: “Tell Me More !!”

38. Searcher’s Perspective

39. Choosing Keywords Targeting !!

41. Then competitor websites

42. Hand-typed research

43. Analytics tools: referral keywords

46. Writing Ad Copy Make It Relevant!

48. Ad Line #1 – 35 ch.

49. Ad Line #2 – 35 ch.

50. Display URL – 35 ch.

52. Ad Line #1 – 35 ch.

53. Ad Line #2 – 35 ch.

54. Display URL – 35 ch.

55. Destination URL – 1,024 ch.www.weddingplanners.com/wedding-venue-examples (/specific-picture/?track_code=keyword-1&track_code…)

56. Conversion Tracking How You Know You’re Winning!

57. Conversion Tracking Conversion Snippet: apply to your “Thank You” page

58. Conversion Tracking

59. Landing Pages Fulfill Your Ad’s Promise

61. If you said “on sale” the landing page better feature something “on sale”

62. If there was a price mentioned, it’d better be there!

63. Provide clear action steps

64. “Don’t Make Me Think”

65. Be about the item your ad promotes…

66. … and ONLY that item.

67. No “pop-up’s”

69. Overview: PPC Metrics Impression = Ad appearance Click = Searcher clicks an ad CTR = Click-through-Rate- Ratio: Clicks / Impressions = CTR - Measure of ad, keyword, campaign effectiveness Ad Position = Ranking of your ad creative (averaged) Cost = Spend per keyword, ad, ad group, campaign… Conversion = Action completed by searchers(i.e., lead submission, email, purchase, etc.)

70. Overview: PPC Metrics

71. Optimizing Your Account Kill the Losers !! Promote the Winners !!

73. Negative Keywords

74. Multiple match types, same keyword

75. Cost-per-Click bidding

76. A/B Test Landing Pages

78. Q & A:

79. Thanks ! Ryan Pryor Director of Search & Analytics Dealerskins, USA ryan@wordsgohere.com @ryanpryor