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![Match Types
Match Type Punctuation Definition
Broad keyword Allows your ad to show on
similar phrases and relevant
variations
Modified Broad +keyword Greater reach than phrase match
and more control than broad
match
Phrase “keyword” Allows your ad to show for
searches that match the exact
phrase
Exact [keyword] Allows your ad to show for
searches that match the exact
phrase exclusively
Negative -keyword Ensures your ad doesn’t show
for any search that includes that
term
Definition Source: http://support.google.com/adwords/bin/answer.py?hl=en&answer=6100](https://image.slidesharecdn.com/caseiii-fromclicktoconversion02-20-12-120220084059-phpapp02/85/From-Click-to-Conversion-An-Introduction-to-PPC-SEO-Web-Analytics-12-320.jpg)
Uploaded byBenjamin Rudolph
From Click to Conversion: An Introduction to PPC, SEO, & Web Analytics
The document is a presentation on online marketing strategies, focusing on Pay-Per-Click (PPC), Search Engine Optimization (SEO), and web analytics. It covers key concepts like account setup, keyword selection, ad targeting, and budget management in PPC, as well as metrics for measuring ad performance and conversion tracking. Additionally, it touches upon the importance of landing page optimization, mobile targeting, and the use of tools like Google Analytics and Webmaster Tools for effective online marketing.
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From Click to Conversion: An Introduction to PPC, SEO, & Web Analytics
- 1. From Click toConversion: An Introduction to PPC, SEO, & Web Analytics CASE III Conference February 20, 2012 Benjamin Rudolph, President & CEO Relevance Advisors Presentation may be downloaded at slideshare.net/benjaminrudolph
- 2. Quick – Namea Search Engine
- 3. Online Marketing Online WillPass Print for First Time in 2012 – eMarketer/Forbes
- 4. $19.51B in 2012 78%of that amount ($15.2B) will be spent on Google
- 5. Definitions PPC SEO PPC PPC = Pay Per Click; SEO = Search Engine Optimization
- 6. PPC – PayPer Click
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- 9. The Process • Set up an account • Pick keywords (Match Types) • Write your ads • Set targeting (ex. Geotargeting & Dayparting) • Set your budget • Enter billing information • Start running ads https://www.google.com/intl/en_us/adwords/select/steps.html
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- 12. Match Types Match Type Punctuation Definition Broad keyword Allows your ad to show on similar phrases and relevant variations Modified Broad +keyword Greater reach than phrase match and more control than broad match Phrase “keyword” Allows your ad to show for searches that match the exact phrase Exact [keyword] Allows your ad to show for searches that match the exact phrase exclusively Negative -keyword Ensures your ad doesn’t show for any search that includes that term Definition Source: http://support.google.com/adwords/bin/answer.py?hl=en&answer=6100
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- 14. Quality Score • Ameasurement of how relevant your ads, keyword, and landing page are to a person seeing your ad. • Quality Score Factors include: • Clickthrough Rate on • Relevance of keyword and ad Google.com to search query (for site) • Account History • Geographic Factors • Relevance of keyword to ads • Landing Page in ad group • Other Relevancy Factors http://support.google.com/adwords/bin/answer.py?hl=en&answer=10215
- 15. The Google AdAuction Max CPC X Quality Score = Ad Rank The maximum cost Quality Score is The product of Max Per Click (CPC) an Determined by: CPC and Quality advertiser is willing Score. To improve to pay for a click. 1) Clickthrough Rate your Ad Rank, you (CTR) can raise your bid 2) Keyword & Ad Text or improve your Relevance relevance. 3) Landing Page Relevance http://www.youtube.com/watch?v=a8qQXLby4PY
- 16. What Advertisers Pay Max CPC Quality Score Ad Rank Actual CPC Advertiser 1 $2.00 10 20 $1.61 Advertiser 2 $4.00 4 16 $3.01 Advertiser 3 $6.00 2 12 $4.01 Advertiser 4 $8.00 1 8 Highest CPC The Ad Rank Your Your Price = of the person / Quality + $0.01 below you Score Source: http://www.wordstream.com/articles/what-is-google-adwords
- 17. Key Metrics Metric Definition Clicks A click occurs when a user sees your ad and clicks your ad, leading him or her to your website. Impressions An impression is counted each time your ad is shown on a search result page or other site on the Google Network. CTR (Clickthrough Rate) Clickthrough rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown (impressions). Average CPC (Cost Per Click) The average amount you pay each time someone clicks your ad. Source: Google AdWords
- 18. Key Metrics Metric Definition Average Position Refers to the average position on a search result page that an ad appears in when it's triggered by that keyword. Conversions Conversions count a conversion for every AdWords ad click resulting in a conversion within 30 days. Cost Per Conversion Total cost divided by conversions. Conversion Rate Your conversion rate is calculated by simply taking the number of conversions and dividing that by the number of ad clicks you received during the same time period. Source: Google AdWords
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- 20. Google Ad Extensions LearnMore: http://www.google.com/ads/innovations/extensions.html
- 21. Google Ad Extensions Type Description Location Extensions Help nearby consumers find or call your nearest storefront Call Extensions Connect users to your business directly by phone Social Extensions Link people’s Google+ endorsements for your business +Page to your AdWords campaign Product Extensions Include more product information in your ad Seller Ratings Show your online business ratings in your ad Ad Sitelinks Promote more pages within your site beyond your main ad landing page http://support.google.com/adwords/bin/answer.py?hl=en&answer=2375499
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- 25. Landing Page BestPractices • Be relevant • Clear call to action • Reduce checkout friction • Highlight key benefits • Minimize external links http://visualwebsiteoptimizer.com/split-testing-blog/landing-page-best-practices/
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- 28. SEO – SearchEngine Optimization
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- 37. Reports Metric Definition Examples Visitors Users that visit your site Map Overlay, New vs. Returning, Browser Type Traffic Sources Where users come from Search Engines, Facebook, Direct/Bookmark Content What appears on your Top Content, Top Landing website Pages, Event Tracking Goals What users do on your Total Conversions, website Conversion Rate, Funnels Ecommerce What users buy on your Total Revenue, Average website Order Value, Days to Purchase http://support.google.com/googleanalytics/bin/static.py?hl=en&topic=19781&guide=19779&page=guide.cs
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- 40. Advertising ROI • Compare performance of different marketing tactics • Ability to quickly and easily segment the data • Ability to export information into Excel or PDF • Ability to set up automatic email reports and alerts • Ability to set up custom dashboards http://www.google.com/analytics/features.html
- 41. Goals Goals allow you to measure key activities on your site that you define such as Request Information, Schedule a Tour, or Email Signups. http://unbounce.com/social-media/measuring-social-media-roi-goal-conversions-with-google-analytics-5/
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- 51. Google SEO StarterGuide http://googlewebmastercentral.blogspot.com/2008/11/googles-seo-starter-guide.html
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- 61. Conferences • Search EngineStrategies (SES) – www.searchenginestrategies.com • Search Marketing Expo (SMX) – www.searchmarketingexpo.com • Internet Summit & Digital Summit – www.internetsummit.com & www.digitalsummit.com • MozCon – www.seomoz.org/mozcon • eMetrics – www.emetrics.org http://keyphraseology.com/internet-marketing-seo-conferences/north-central-america/
- 62. THANK YOU Benjamin Rudolph President& CEO Relevance Advisors @benjaminrudolph benjamin.rudolph@relevanceadvisors.com (404) 635-6775 Presentation may be downloaded at slideshare.net/benjaminrudolph