Pay Per Click (PPC) Campaigns
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Description of Pay Per Click; Creating a PPC Campaign; Keyword Competition; Customer Buying Cycle; External Factors That Can Affect the Success of a PPC Campaign; What to Expect From a PPC Service Provider; PPC Resources
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Pay Per Click (PPC) Campaigns
- 1. Week 6 Bhupesh Shah, B.Sc., MBA | 416.720.1205 | bhupesh.shah@senecac.on.ca | M500 | @ethnicomm
- 2. Agenda Why it’s not a major What is PPC PPC Campaign advertising vehicle just yet Creating Keyword effective PPC Image vs. Text Competition Ads Customer External Resources Buying Cycle Factors
- 3. Pay Per Click (PPC) internet advertising model: advertiser only pays if a user clicks on the ad Source: http://www.logitech.com
- 4. PPC? traditional advertising – I know that works! click fraud? I don’t have time to actively manage this.
- 5. PPC campaign Define Create landing Create the ads objectives page(s) Research Know your keywords (incl. Monitor product negative keywords) Determine how Know your much you will Tweak customer pay for a conversion
- 6. Where can you run a PPC campaign?
- 8. http://bit.ly/MRK634-AdWordsTips Text Ads max 25 characters for the title displayed max 35 on characters four for a lines display URL max 70 characters for the ad text
- 10. "Features tell, but benefits sell."
- 11. Know your customer Source: http://www.flickr.com/photos/aegishjalmur/
- 12. Take advantage of trends and seasonality Source: http://www.flickr.com/photos/omnia_mutantur/
- 13. Create a sense of urgency Source: http://www.flickr.com/photos/70109407@N00/
- 14. Think about the of your keywords. Source: http://www.flickr.com/photos/cedric1981/
- 15. Have a strong call to action Source: http://www.flickr.com/photos/timsamoff/
- 16. Use the tools Source: http://www.flickr.com/photos/cayusa/
- 17. Test, Tweak and Try Test different ad headings, keywords and copy Tweak the ads and measure the impact on CTRs Try different advertising platforms Ensure your landing page is consistent with what you said in your PPC ad (no bait and switch)
- 18. PPC Power Words
- 19. Image – Heading - Copy words that eye-catching spark call to image interest or action curiosity
- 20. Image Ads vs. Text Ads Image higher CTRs lower CPC not much reading required greater control over the “look” of the ad Text Text stand out due to their due to designsimple design stand out simple their higher CPChighercontrol over the “look” - less CPC less control over look of ad
- 22. Targeted to US males age 30+ who had indicated on PlentyOfFish that they have children. http://poll.fm/3j3zd
- 23. Image Ads vs. Text Ads. Plentyoffish case study: POF -Case Study: The Impact of Images in Online Ads http://www.offervault.com/scoop/tag/ppc-case- studies/
- 25. Questions to consider when selecting keywords... What is the What plurals, compound- What questions typical customer words or misspelled words are they asking? looking for? are used? Are the Which customers local? manufacturers do I carry? What problems do I solve? What model#’s, part#’s, colours, Are there synonyms, sizes do I related words or offer? categories?
- 26. Keyword ROI Traffic Conversion single keywords 2 keyword phrases 3 keyword phrases 4 keyword phrases 5 keyword phrases 6 keyword phrases 7 keyword phrases 8 or more keyword phrases
- 27. Selecting the Right Keywords/Key phrases https://adwords.google.com/select/KeywordToolExternal you want an less indication of competition interest
- 28. Selecting the Right Keywords/Key phrases dog walker in Toronto - uses a local keyword and is a specific key phrase
- 30. Use the Keywords/Key phrases in your website domain name: http://Toronto-dog-walkers.com file name: need-a-dog-walker-in-Toronto.pdf folder name: http://yourdomain.com/dog-walker/ image name: dog-walker.gif (not image1.gif or DSC00003.jpg) video title: If you need a dog walker in Toronto you’re barking up the right tree.mp4 (not Video1.mp4)
- 31. Use the Keywords/Key phrases in your website Hyperlinks: If you need a dog walker in Toronto, contact us. (not If you need a dog walker in Toronto, contact us) Page Title: Do You Need a Dog Walker? Within the page…If you need a dog walker, Toronto Dog Walkers is right in your neighbourhood!
- 32. Have lots of pages – each containing few, unique and relevant keywords Home page
- 33. Remember: what are visitors doing? Researching Shopping Problem Ready to Solving Buy
- 34. Buying Cycle Need Recognition Information Search Evaluation of Alternatives Purchase Decision Purchase Evaluation
- 35. Example: Buying Cycle on the Internet http://www.youtube.com/watch?v=LIqxm-Nes2I
- 36. External Factors Political Environmental Social/Cultural Technological Economic Legal Source: http://www.flickr.com/photos/borghetti/
- 37. Resources Microsoft Advertising Intelligence http://advertising.microsoft.com/small-business/adcenter-downloads/microsoft-advertising-intelligence Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal Google Insights for Search http://www.google.com/insights/search/ Google Global Market Finder http://translate.google.com/globalmarketfinder/index.html?locale=en Google Trends http://www.google.com/trends/ Wordtracker - 7 day free trial. http://strategizer.wordtracker.com/ thesaurus.com Source: http://www.flickr.com/photos/22297595@N02/
- 40. What to expect from a PPC service provider. You have to invest the time to educate them on your business. Source: http://www.awf-wallpapers.com
- 41. What to expect from a PPC service provider. Account setup Keyword research and selection Landing page Tracking Code Implementation Ad writing Split testing Monitoring Administration Analytics reporting