Uploaded byJarazet A
Paid search meetup
The document provides information on setting up and optimizing pay-per-click (PPC) advertising campaigns on search engines. It discusses important search engine optimization concepts like keywords, semantic search, and long-tail keywords. It also outlines key metrics for measuring campaign performance like click-through rate, conversion rate, and cost per acquisition. The document then provides steps for setting up a new campaign, including defining goals and target audiences, researching keywords, and creating optimized ads and ad groups. It emphasizes the importance of quality score and provides best practices for improving ads and bid strategies.
More Related Content
Similar to Paid search meetup
Paid search meetup
- 1.
- 3. 1. Summit yourown site 2. Relevant keywords and tags 3. Semantic search-long tail keywords 4. UX ,mobile and Geolocation 5. Voice search and app indexing 6. Ultimate personal assistance Evolution of search
- 4. Keywords remainimportant Understand the searcher’s intent For example, if someone typed in “coffee” do they mean: That they want to buy coffee beans? Find a local coffee shop? Buy or prepare a cup of coffee? Are they even talking about coffee or something entirely different like a coffee making machine? Long-tail keywords: Search engines try guess because all it has to go on are the keywords you enter into their engine. Semantic search will look at how those words relate to each other and look for clues on how they were entered…location being crucial Semantic search
- 5.
- 11.
- 12. PPC: PayPer Click Impressions: # of times the ads were displayed on the Search Engine Clicks: # of people that have clicked on an ad CTR: Click-Through-Rate = Clicks/Impressions Conversion Rate = Conversions/Clicks CPA: Cost Per Action Cost/Conversions CTA’s: Call-to-Actions Bounce rate: one page view per visit Bid: price auction to pay per keyword Bid types: CPC cost-per-click CPM cost-per-thousand impressions, Active View CPM Active View cost-per-thousand impressions, CPA/CPE cost-per-engagement/engagement Max. CPC bid: Maximum Cost-Per-Click Match type: Broad, BMM, Phrase and Exact Basic terminology
- 17. Set up yourcampaign
- 18. 1. Who’s mytarget market? 2. What’s my offer? 3. What are my customers searching for? 4. What do I want out of my ad campaigns? 5. What do I want my customer to do? 6. How will I get my customer to take action? 7. What are my competitors doing? 8. What’s my budget? 9. What’s my time frame? 10. How am I going to measure my results? 10 questions you must ask
- 19. Buy onyour website Visit website Take an action on your website (for example, fill out a form) Call your business See your ad Visit your business Before starting: define goals
- 20. Set up Changes aredone at the ad group level
- 24.
- 25. Types oftarget keywords 1. Generic 2. Specific to the business 3. High search 4. Relevancy: Ad and landing page have the keywords 5. Location: Geo-Target 6. Conquesting Keyword research 25
- 28.
- 29.
- 30.
- 31.
- 34. Include Features,Benefits & a Call to Action Understand your conversion points Ad variations: Google chooses the best match Add Sitelinks: additional links placed in the ad Include Ad extensions - call outs Create your Ads
- 35.
- 37. Quality Score:Based on CTR, ad relevancy and UX 1 being the lowest and 10 being the highest QS higher means higher ad position or lower cost-per-click Quality Score
- 39.
- 40.
- 41.
- 42.
- 43. 1. Increasing adquality 2. Negative keywords 3. Enabling or improving your ad extensions 4. Optimize ad group level bid modifiers 5. Experiments Tip: Bid modifier- bid on a country level, time or device Tip: Use customer match- list of emails to create an audience. You can also serve them unique ads for that audience based of their behavior. Check visits, conversions, bounce rate Focus on ROI
- 44.