Paid search can be hard to learn - learn the fundamentals of choosing your keywords, your bids, your targeting, and optimizing your campaigns every step of the way!
Bidding is a major part of paid search and will ultimately determine your success - however, it's also one of the more difficult parts of managing your AdWords campaigns. Learn best practices and tricks to managing your bidding strategies!
HeroConf 2016 - Keys to an Effective PPC Account StructureJes Scholz
PPC is not only about creative ads that connect to people. There is also a highly technical aspect. Learn how to utilise account structure to produce impressive ROI.
Online advertising can be an incredible tool for small business owners. In this presentation, we'll go over important search engine marketing lingo, the competitive landscape and walk you through Google AdWords, the Yahoo Bing Network, Yelp Ads and more. By the time you're finished, you'll feel much more comfortable launching a campaign.
Unleashing The Power of your Email Program - The Mistakes You Don't Realize Y...Yosef Silver
Email marketing automation has the potential to drive additional revenue, reclaim carts or drive more visitors to your website, but so many businesses are getting it all wrong. In my experience, there are four primary areas most businesses can improve their email process and see results right away. They just don’t know where to look.
DIGNC offers the two approaches for Google PPC ads, one is Search ads and others are display ads.
Google Search Ads: Google search ads show in Google search results. It shows on Google first-page header or footer part or other pages too according to the search query as well as bids.Google Display Ads: Google display ads are a combination of text, image, flash images, animation, and videos. It always looks attractive and emphasizes the audiences to be customers. It always helps to increase brand awareness and products popularity. For an instant you have the business of tourism, you can show this display on the websites that are related to tourism, and apps that are related to the same niche.
Bidding is a major part of paid search and will ultimately determine your success - however, it's also one of the more difficult parts of managing your AdWords campaigns. Learn best practices and tricks to managing your bidding strategies!
HeroConf 2016 - Keys to an Effective PPC Account StructureJes Scholz
PPC is not only about creative ads that connect to people. There is also a highly technical aspect. Learn how to utilise account structure to produce impressive ROI.
Online advertising can be an incredible tool for small business owners. In this presentation, we'll go over important search engine marketing lingo, the competitive landscape and walk you through Google AdWords, the Yahoo Bing Network, Yelp Ads and more. By the time you're finished, you'll feel much more comfortable launching a campaign.
Unleashing The Power of your Email Program - The Mistakes You Don't Realize Y...Yosef Silver
Email marketing automation has the potential to drive additional revenue, reclaim carts or drive more visitors to your website, but so many businesses are getting it all wrong. In my experience, there are four primary areas most businesses can improve their email process and see results right away. They just don’t know where to look.
DIGNC offers the two approaches for Google PPC ads, one is Search ads and others are display ads.
Google Search Ads: Google search ads show in Google search results. It shows on Google first-page header or footer part or other pages too according to the search query as well as bids.Google Display Ads: Google display ads are a combination of text, image, flash images, animation, and videos. It always looks attractive and emphasizes the audiences to be customers. It always helps to increase brand awareness and products popularity. For an instant you have the business of tourism, you can show this display on the websites that are related to tourism, and apps that are related to the same niche.
We like big budgets and we cannot lie! However it's not always the case that the companies who spend the most get the best results with paid search and that's what we hope to prove with these slides. By looking at lots of different platforms we've tried to find the best option for each budget and your campaign goals.
For more on what we do visit http://www.koozai.com
Check here how SEO and PPC works and is differenciated. Get the full details about PPC and its components, how campaigns work, keyword research, writting ad, maintaining ads and much more. Find more information about PPC and SEO here at http://www.promomasters.ch/.
This presentation helps automotive dealerships understand how to leverage data in Google Analytics to create content, how traditional and programmatic media differ, ways to build out better paid search campaigns, and what to look for in conversion rate optimization.
Hero Conf London 2016 - The Definitive Framework for Bidding in AdWordsWijnand Meijer
When it comes to setting bids in AdWords, you have more options than you may realize: manual CPC, enhanced CPC, automated rules, AdWords scripts, bid simulator, bid adjustments, smart bidding with target CPA or target ROAS and of course automated bidding with 3rd party solutions.
So the question arises: when should and shouldn’t you use each of these bidding methods? In this presentation, you'll discover:
- Why great bids can’t fix a lousy campaign
- What it means to be truly profit-driven when it comes to bidding (less than 10% of advertisers work this way)
- When it’s best to use each of the mentioned bidding options, based on a new framework for bidding in AdWords
PPC Service Proposal PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a PPC Service Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/3kEmCnW
Joel Bondorowsky — How to Justify the Budget You Need for New CampaignsSemrush
These slides were presented during the SEMrush webinar "Advanced PPC #5: How to Justify the Budget You Need for New Campaigns". You can watch the video or read the transcript here >>> https://www.semrush.com/webinars/advanced-ppc-5-how-to-justify-the-budget-you-need-for-new-campaigns/
Your PPC account is not perfect. We hope you aren’t surprised we said that. The truth of the matter is this: no matter how hard you work on building an account and optimizing it according to best practices, you could miss something. An even truer statement is that the longer you work in an account, the easier it is for things to slip past your ever-watchful eye.
In these situations and on occasion, even if your account is performing well, you need to take the time to audit your efforts.
Meet us inside.
Pay-Per-Click (PPC) Marketing Proposal | LinkCaffeine
Realistic walkthrough & detailed breakdown of what our particular client can expect from PPC Marketing effects in the very beginning stages on a new campaign. Their target is to achieve 50,000 in monthly traffic within the 1st year and 100,000 by end of year 2. We have effectively developed a plan of action down to the average Cost per Click (CPC) and the appropriate spend level needed to achieve their goals within their industry.
Want to make more money for the same traffic? Learn about ideas on how to gather data before, increase sales and show multiple offers after you make the sale.
Experience level: Beginner, Intermediate, Advanced
Target audience: Affiliates/Publishers
Niche/vertical: Monetization
Jason Akatiff, President, Coleadium Inc. dba Ads4Dough (Twitter @smaxor)
Pay-per-click (PPC) is an advertising model in which advertisers pay for click-throughs to their website. Ads are served based on keywords or themes. An effective PPC campaign can help you reduce the cost per click and increase profit. There are four key components of a winning PPC advertising program: Explore, Evaluate, Expand and Enhance.
A presentation on determining if PPC is right for your company, how to calculate a Cost Per Action and how to improve the ROI of your PPC Campaign.
Check out Trada Reviews here: http://www.trada.com/trada-reviews/
We like big budgets and we cannot lie! However it's not always the case that the companies who spend the most get the best results with paid search and that's what we hope to prove with these slides. By looking at lots of different platforms we've tried to find the best option for each budget and your campaign goals.
For more on what we do visit http://www.koozai.com
Check here how SEO and PPC works and is differenciated. Get the full details about PPC and its components, how campaigns work, keyword research, writting ad, maintaining ads and much more. Find more information about PPC and SEO here at http://www.promomasters.ch/.
This presentation helps automotive dealerships understand how to leverage data in Google Analytics to create content, how traditional and programmatic media differ, ways to build out better paid search campaigns, and what to look for in conversion rate optimization.
Hero Conf London 2016 - The Definitive Framework for Bidding in AdWordsWijnand Meijer
When it comes to setting bids in AdWords, you have more options than you may realize: manual CPC, enhanced CPC, automated rules, AdWords scripts, bid simulator, bid adjustments, smart bidding with target CPA or target ROAS and of course automated bidding with 3rd party solutions.
So the question arises: when should and shouldn’t you use each of these bidding methods? In this presentation, you'll discover:
- Why great bids can’t fix a lousy campaign
- What it means to be truly profit-driven when it comes to bidding (less than 10% of advertisers work this way)
- When it’s best to use each of the mentioned bidding options, based on a new framework for bidding in AdWords
PPC Service Proposal PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a PPC Service Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/3kEmCnW
Joel Bondorowsky — How to Justify the Budget You Need for New CampaignsSemrush
These slides were presented during the SEMrush webinar "Advanced PPC #5: How to Justify the Budget You Need for New Campaigns". You can watch the video or read the transcript here >>> https://www.semrush.com/webinars/advanced-ppc-5-how-to-justify-the-budget-you-need-for-new-campaigns/
Your PPC account is not perfect. We hope you aren’t surprised we said that. The truth of the matter is this: no matter how hard you work on building an account and optimizing it according to best practices, you could miss something. An even truer statement is that the longer you work in an account, the easier it is for things to slip past your ever-watchful eye.
In these situations and on occasion, even if your account is performing well, you need to take the time to audit your efforts.
Meet us inside.
Pay-Per-Click (PPC) Marketing Proposal | LinkCaffeine
Realistic walkthrough & detailed breakdown of what our particular client can expect from PPC Marketing effects in the very beginning stages on a new campaign. Their target is to achieve 50,000 in monthly traffic within the 1st year and 100,000 by end of year 2. We have effectively developed a plan of action down to the average Cost per Click (CPC) and the appropriate spend level needed to achieve their goals within their industry.
Want to make more money for the same traffic? Learn about ideas on how to gather data before, increase sales and show multiple offers after you make the sale.
Experience level: Beginner, Intermediate, Advanced
Target audience: Affiliates/Publishers
Niche/vertical: Monetization
Jason Akatiff, President, Coleadium Inc. dba Ads4Dough (Twitter @smaxor)
Pay-per-click (PPC) is an advertising model in which advertisers pay for click-throughs to their website. Ads are served based on keywords or themes. An effective PPC campaign can help you reduce the cost per click and increase profit. There are four key components of a winning PPC advertising program: Explore, Evaluate, Expand and Enhance.
A presentation on determining if PPC is right for your company, how to calculate a Cost Per Action and how to improve the ROI of your PPC Campaign.
Check out Trada Reviews here: http://www.trada.com/trada-reviews/
PPC is getting harder, more competitive, and more difficult to implement. It’s fast becoming difficult to achieve healthy ROI by relying on PPC campaigns exclusively. There are several reasons why your PPC campaigns aren't working. You have to find it out.
Download google adwords search advertising exam question and answers 2018 PDF for Free. This search advertising exam pd will help you pass and get certification. You can score at least 90%.
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Google AdWords - An Inside Look At The World's Most Powerful Online Ad PlatformMickey Mellen
Lead by Josh Bernstein, owner of Josh Bernstein Media, this session provided a one-of-a-kind behind the curtain look into the Google AdWords interface and learn the truth behind paid search. During this session, we explored the mystery and unknown of paid search with a transparent discussion.
With over 11 years experience in the channel, Josh is known as a true expert with AdWords and has worked and consulted with some of the biggest brands near & far including JCPenney, Chick-fil-A, Toyota, Scoutmob, The Tommy Nobis Center and many others! Josh is one of Atlanta's most trusted names when it comes to Google AdWords & paid search marketing.
The AdWords Evolution of 2017 - Top 7 Updates you NEED to Know AboutMark Irvine
In this webinar, we review the top 7 updates of AdWords in 2017. Learn more about Ad Variations, AdWords Promotion Extensions, Shopping Showcase Ads, Gmail Dynamic Remarketing, Custom Match Targeting by Phone Number & Address, Custom Intent Audiences, and Life Event Targeting within AdWords!
Search & Social: 3 Data Packed Tips to Finding your Customers OnlineMark Irvine
Google or Facebook? Where's the best investment on your limited advertising budget?
Learn the strengths of each network and how to leverage them together to make them work even better!
Paid Search Has Changed - 3 Ways to Keep Up in 2017Mark Irvine
With a new ad format and a new digital environment, paid search is fundamentally different than how it was years ago. Learn the latest changes to your ads, your targeting, and new best practices to keep up!
PPC Best Practices - Local & Mobile EditionMark Irvine
As local and mobile searches continue to surge, learn the best practices for writing ads for these changing audiences, structuring your campaigns, and adjusting your bids to become successful in paid search!
The People of Search - Advanced Audiences and Demographic Targeting on the Go...Mark Irvine
Not all clicks are created equal - learn how to find and target your best audiences, write better ads for your audiences, and improve the targeting of your PPC campaigns
Evolved Text Ads - Tricks for Writing New Ads for the Next Age of SearchMark Irvine
Learn how advertisers have managed the migration from Google's Standard Text Ads to Expanded Text Ads. Learn tricks for managing the migration, writing ads for natural speech, voice search, different audiences, and mobile devices.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
Pave Your Path to Paid Search Success - 6 Fundamental Skills Every Advertiser Needs
1.
2.
3. • Recorded version will be distributed later this
afternoon, be sure to keep an eye out for an email!
• Join the conversation on twitter: @MARKIRVINE89
• Time for Q&A – don’t be shy!
Logistics:
4. Senior Data Scientist at
Wordstream
5 Years in Paid Search
Voted the 14th Most Influential
PPC Expert of 2016
Meet Mark Irvine
6. Intro to Paid Search
Bruins Tickets
The text a user enters into the search bar is called a “search term” or “search query.”
7. Intro to Paid Search
• Google loads the results on a
page called the “Search
Engine Results Page,” AKA
the “SERP.”
• The SERP is divided into two
main parts:
• Paid Search Ads
• Organic Results
8. Intro to Paid Search
• Paid search ads
most often are at the top
and the bottom of the
SERP.
• Organic Results
are found between the
paid search ads on the
SERP.
9.
10. SEO is Hard Work
Even though we exclusively sell Paid Search services and
solutions, we take SEO very seriously!
Full time employees dedicated to managing our SEO: 4
Full time employees dedicated to managing our PPC: ½
12. SEO is Hard Work
Minimum to Rank Page 1:
~1,750 Words
Best Performing Content:
~2,000 Words
13. Best Content By Medium
Best Performing SEO Content:
Best Performing Social Content:
Best Performing PPC Ad:
• ~ 2,000 Words
• 3,000+ Words
• 140 Characters, at most.
14. Paid Search Often Yields More Traffic
Paid Search Results
Organic Search Results
64.6%
of all clicks
35.4%
of all clicks
15. Benefits of Paid Search
Paid search ads:
• Can put you on Google
faster than organic
results.
• Take less time and
effort to manage than
organic.
• Can often yield more
traffic than organic
16. Intro to Paid SearchThe Downside of Paid Search?
It costs money.
97% of all of Google’s Revenue
comes from advertising.
17. Intro to Paid SearchThe Google Auction
Each advertiser sets a
bid they’re willing to
pay for each click
21. The Google Auction
If I click on
this ad, he
pays!
You don’t
pay if no one
clicks on
your ad
22. Conversions
If someone clicks, you pay and they go to your site.
If someone completes an action like a sale or a lead submission on your site, you can
count them as a conversion!
23. Not All Traffic is Created Equal
But regardless of whether or not they convert on your site,
You paid for them to click on your ad!
The most important
lesson of PPC is that
not all traffic is worth
paying for.
Winning at PPC is about finding
the right traffic at the right price!
25. Keyword Match Types
• Advertisers decide which types of search terms they want their ads to
show for by creating Keywords.
Keyword:
[Bruins Tickets]
Bruins Tickets
Serves
an ad
to
In this case, the keyword matches the search term exactly.
Uncreatively, this is called an exact match.
26. Keyword Match Types
• Exact match keywords do not match search terms that contain or are similar to
the keyword:
Keyword:
[Bruins Tickets]
Does not match
Boston Bruins Tickets
Boston Season Tickets
Boston Hockey Tickets
Boston vs Senators Tickets
27. Intro to Paid Search
Google handles 3.5 Billion searches every day.
40% of those searches have never been searched for before.
29. Negative Keywords
• A major lesson of PPC is that not all traffic is worth paying for.
Keyword:
“Bruins Tickets”
Phrase Match
Serves
an ad
to
UCLA Bruins Tickets
If anyone clicks on your ads for these search terms –
you’re still charged!
30. Negative Keywords
Negative Keywords can be used to deter some of this irrelevant traffic.
Keyword:
“Bruins Tickets”
Phrase Match
UCLA Bruins Tickets
Negative Keyword:
“UCLA”
Negative Phrase
Does not serve ad
31. Negative Keywords
As your campaigns run, be sure to review the search terms that
your ads show for and add new negatives:
33. Managing Your Bids
High Bids
Better Ad Position More Traffic
More
Conversions
Higher CPC More Spend
Higher Cost Per
Acquisition
(CPA)
34. Managing Your Bids
We treat bid on keywords differently because we believe
that traffic is different due to expected performance.
Examples:
Keyword Bid
“Bruins
Schedule”
$0.25
“Bruins Home
Schedule”
$0.75
“Bruins Tickets” $2.00
“Bruins Tickets
April 11”
$4.00
Because we believe some traffic
is more likely to convert.
Keyword Bid
“Bruins Tickets” $2.00
“Stanley Cup
Tickets”
$8.00
Because we believe some
traffic is more valuable.
35. Managing Your Bids
Revisit and revise your bids to reflect how well that traffic converts on your site.
Example: Target CPA = $25
Keyword Bid Ad
Position.
Clicks Spend Conversions Conv.
Rate
CPA
Keyword A $0.25 6 250 $50 5 2.00% $10.00
Keyword B $0.35 4 1,000 $244 10 1.00% $24.40
Keyword C $0.40 3 1,600 $478 20 1.25% $23.90
Keyword D $0.45 2 2,700 $980 40 1.50% $24.50
Keyword E $0.50 1 9,000 $3,600 45 0.50% $80.00
Total 14,550 $5,352 120 0.82% $44.60
36. Managing Your Bids
Revisit and revise your bids to reflect how well that traffic converts on your site.
Example: Target CPA = $25
Keyword Bid Avg
Pos.
Clicks Spend Conversions Conv.
Rate
CPA
Keyword A $0.60 6 250 $50 5 2.00% $10.00
Keyword B $0.35 4 1,000 $244 10 1.00% $24.40
Keyword C $0.40 3 1,600 $478 20 1.25% $23.90
Keyword D $0.45 2 2,700 $980 40 1.50% $24.50
Keyword E $0.50 1 9,000 $3,600 45 0.50% $80.00
Total 14,550 $5,352 120 0.82% $44.60
37. Managing Your Bids
Revisit and revise your bids to reflect how well that traffic converts on your site.
Example: Target CPA = $25
Keyword Bid Ad
Position
Clicks Spend Conversions Conv.
Rate
CPA
Keyword A $0.60 1 250 $50 5 2.00% $10.00
Keyword B $0.35 4 1,000 $244 10 1.00% $24.40
Keyword C $0.40 3 1,600 $478 20 1.25% $23.90
Keyword D $0.45 2 2,700 $980 40 1.50% $24.50
Keyword E $0.50 1 9,000 $3,600 45 0.50% $80.00
Total 14,550 $5,352 120 0.82% $44.60
38. Managing Your Bids
Revisit and revise your bids to reflect how well that traffic converts on your site.
Example: Target CPA = $25
Keyword Bid Ad
Position
Clicks Spend Conversions Conv.
Rate
CPA
Keyword A $0.60 1 9,000 $3,600 180 2.00% $20.00
Keyword B $0.35 4 1,000 $244 10 1.00% $24.40
Keyword C $0.40 3 1,600 $478 20 1.25% $23.90
Keyword D $0.45 2 2,700 $980 40 1.50% $24.50
Keyword E $0.50 1 9,000 $3,600 45 0.50% $80.00
Total 23,300 $8,902 295 1.27% $30.18
39. Managing Your Bids
Revisit and revise your bids to reflect how well that traffic converts on your site.
Example: Target CPA = $25
Keyword Bid Ad
Position
Clicks Spend Conversions Conv.
Rate
CPA
Keyword A $0.60 1 9,000 $3,600 180 2.00% $20.00
Keyword B $0.35 4 1,000 $244 10 1.00% $24.40
Keyword C $0.40 3 1,600 $478 20 1.25% $23.90
Keyword D $0.45 2 2,700 $980 40 1.50% $24.50
Keyword E $0.50 1 9,000 $3,600 45 0.50% $80.00
Total 23,300 $8,902 295 1.27% $30.18
40. Managing Your Bids
Revisit and revise your bids to reflect how well that traffic converts on your site.
Example: Target CPA = $25
Keyword Bid Ad
Position
Clicks Spend Conversions Conv.
Rate
CPA
Keyword A $0.60 1 9,000 $3,600 180 2.00% $20.00
Keyword B $0.35 4 1,000 $244 10 1.00% $24.40
Keyword C $0.40 3 1,600 $478 20 1.25% $23.90
Keyword D $0.45 2 2,700 $980 40 1.50% $24.50
Keyword E $0.15 1 9,000 $3,600 45 0.50% $80.00
Total 23,300 $8,902 295 1.27% $30.18
41. Managing Your Bids
Revisit and revise your bids to reflect how well that traffic converts on your site.
Example: Target CPA = $25
Keyword Bid Ad
Position
Clicks Spend Conversions Conv.
Rate
CPA
Keyword A $0.60 1 9,000 $3,600 180 2.00% $20.00
Keyword B $0.35 4 1,000 $244 10 1.00% $24.40
Keyword C $0.40 3 1,600 $478 20 1.25% $23.90
Keyword D $0.45 2 2,700 $980 40 1.50% $24.50
Keyword E $0.15 7 9,000 $3,600 45 0.50% $80.00
Total 23,300 $8,902 295 1.27% $30.18
42. Managing Your Bids
Revisit and revise your bids to reflect how well that traffic converts on your site.
Example: Target CPA = $25
Keyword Bid Ad
Position
Clicks Spend Conversions Conv.
Rate
CPA
Keyword A $0.60 1 9,000 $3,600 180 2.00% $20.00
Keyword B $0.35 4 1,000 $244 10 1.00% $24.40
Keyword C $0.40 3 1,600 $478 20 1.25% $23.90
Keyword D $0.45 2 2,700 $980 40 1.50% $24.50
Keyword E $0.15 7 200 $24 1 0.50% $24.00
Total 14,500 $5,326 251 1.73% $21.22
43. Finding the Perfect Bid
You can use simple algebra to find out how much you should pay for each click to make sure you hit your
target CPA!
So, if your keyword has a 2% conversion rate and you are aiming for a $25 CPA, you need a $0.50 CPC:
𝑪𝑷𝑨 =
𝐶𝑜𝑠𝑡
𝐶𝑜𝑛𝑣𝑒𝑟𝑠𝑖𝑜𝑛𝑠
=
𝐶𝑙𝑖𝑐𝑘𝑠 𝑥 𝐶𝑃𝐶
𝐶𝑙𝑖𝑐𝑘𝑠 𝑥 𝐶𝑜𝑛𝑣 𝑅𝑎𝑡𝑒
=
𝐶𝑃𝐶
𝐶𝑜𝑛𝑣 𝑅𝑎𝑡𝑒
𝑪𝑷𝑨 =
𝑪𝑷𝑪
𝑪𝒐𝒏𝒗 𝑹𝒂𝒕𝒆 𝑪𝑷𝑪 = 𝐶𝑃𝐴 𝑥 𝐶𝑜𝑛𝑣 𝑅𝑎𝑡𝑒;
𝐶𝑃𝐶 = 𝐶𝑃𝐴 𝑥 𝐶𝑜𝑛𝑣 𝑅𝑎𝑡𝑒 = $25.00 𝑥 .02 = $0.50
45. Audiences
Unless otherwise specified, all ads automatically target
everyone who’s searching for these keywords.
However, if you choose to, you can control who sees your
ads.
46. Audiences
You can cater your reach by:
1. Remarketing audiences of users who have been to your site
in the past.
2. Gender of user searching.
3. Age of the user searching.
47. Audiences
You can use these audiences to:
1. Exclusively target an audience.
2. Exclude an audience from seeing your
ad.
3. Adjust your bid for that audience.
48. Intro to Paid SearchPlastic
Surgeon
Advertiser
Keyword:
“Breast Enlargement”
Solution: Exclude Men
49. Intro to Paid SearchFlorist
Advertiser
Keyword:
“Same day Flower Delivery”
Solution: Bid more for Men
53. Location Targeting
Not all “Bruins Tickets” searches will be worth the same:
Most likely to purchase
Least likely to purchase
• We can adjust our ad targeting to
reach or exclude these regions
as we see fit.
• We can also adjust our bid for
different regions.
54. Ad Schedule
Control when your ads run
by creating dayparts around
when your business is open
or when your customers are
searching!
55. Device Control
Control on which devices your ads show by creating bid adjustments!
Desktop, tablet, and mobile bid adjustments range from -100% to
+900%. The only way to stop your ads from showing for a device is to
set your bid adjustment to -100%.
56. Use Search Ads to Provide
More Solutions by
Managing Ad Extensions
#5
57. Ad Extensions
Text ads can be decked out with Ad Extensions to make them
larger and better!
Best of all, these are 100% FREE to show and can improve
the performance of your ad overall!
58. Ad Extensions
Call outs:
Provides an extra line of
text for info about your
business
Structured Snippets:
Provides an extra line of
text for info about your
product or service
Sitelinks:
Provides links to other
pages of your sections of
your site.
60. Ad Extensions
Call Extension:
Allows users to call your
business directly from the
SERP
Message Extension:
Allows users to text your
business directly from the
SERP
61. Ad Extensions
App Extension:
Allows users to download your app
directly from the SERP
If they’ve already downloaded the app, this
can open the app to a more relevant page.
63. Why Bing?
Bing Ads currently makes up a combined 35.2% of the US Search Market.
Google, 63.6%
Ask.com
(Google
Partner), 1.3%
AOL (Bing
Partner), 0.8%
Bing, 22.8%
Yahoo!, 11.6%
US Desktop Search Market Share
Source: ComScore, March 2017
Google advertisers can scale their reach
by up to 50% on Bing and Yahoo!
64. Why Bing?
The Bing audience typically skews:
• Older (Median age of Bing users is 45. US Median age is 37.)
• More affluent (Median HHI of Bing users is $75k. US Median HHI is $52k.)
• Less Tech savvy (More likely to use Internet Explorer & other Windows products).
• Highly concentrated on the US West Coast.
Bing is also the default
search engine of
Internet Explorer,
Windows devices, and
many voice search,
including Apple’s Siri
and Amazon’s Echo.
65. Why Bing?
Because there are fewer advertisers on Bing Ads, there is often less competition on the SERP,
allowing for Bing Ads advertisers to get better position and lower CPCs than on Google.
Google AdWords
Keyword: [Payroll Services]
Average Position: 8.5
Cost per click: $12.44
Bing Ads
Keyword: [Payroll Services]
Average Position: 3.5
Cost per click: $4.55