PPC (pay-per-click) advertising involves creating ads and keywords that are displayed on search engines when relevant searches are performed, with advertisers paying each time an ad is clicked; some benefits are quick results, easy cost control, and targeting visitors already searching for your products, but it requires ongoing optimization and management to achieve good returns. The document provides guidance on setting up PPC campaigns, conducting keyword research, writing effective ads, and other best practices for determining if PPC is suitable and implementing a successful campaign.

1. Wheeee!PPC

3. Also known as CPC or cost-per-click

5. Advertisers create ads to show and list out the keywords they want associated with that ad.

6. Advertisers set how much they want to spend each day and how much they want to spend every time an ad is clicked.

8. Cost is easy to control

9. You decide what words to bid on

10. You write the ads

11. Changes are easy to make and upload fast

12. There’s an on/off switch

13. No contracts

14. There is customer service/tech support for most issues

15. It can be the cheapest form of advertising

17. Assume that whatever money you set aside for it, is spent

18. It can be confusing

19. If your industry is competitive, it may not be any cheaper than any other method of advertising

20. Competitive industries require competitive budgets to match

22. If a lead or sale is worth $100 to you now, how much can you spend to get that sale?

23. Is that amount enough to buy the clicks you’ll need?

24. Can visitors actually convert?

25. Do you have tracking set up?

28. Ask yourself how you would search for that item or how someone else might.

29. Search under a few of queries in Google and see what else comes up. Are the results related to what you’re going to be advertising for?

30. If so, then you’ve found your niche

32. Example Keyword List Internet safety for kids Internet safety rules for kids Internet safety tips for parents Internet safety for children Teaching kids internet safety Internet safety for parents Internet safety activities for kids Child internet safety Internet safety facts for kids Online safety for kids Internet security for kids Online internet safety for kids Online internet safety for children Keeping kids safe on the internet Web safety for kids Kids internet safety help

35. Phrase- shows for plurals, but also pays attention to word order.

36. Exact- shows for exact and that’s it.

38. PPC Account Structure Account Campaign Campaign Ad Group Ad Group Ad Group Ad Group Ads/ KeywordList Ads/ KeywordList Ads/ KeywordList Ads/ KeywordList

40. Always separate out Search, Content and possibly Partner networks.

41. Always set a budget you are comfortable with.

42. Double check the setting for WHERE your ad is showing, geographically speaking.

43. Add negative keywords.

44. Do NOT set it and forget it. Always check in.

46. Pick a category, place or brand that you want to group you ad groups under.

49. Always have a call to action.

50. Experiment with offering different benefitsor features

51. People love the words: Free, Fast, Quick, Now and Shop

52. Ask yourself- “Would I click on this?”

53. Make the message in the ad match the message on the landing page.

54. Write for your audience