This document provides an overview of pay-per-click (PPC) advertising. It defines PPC as an online advertising model where advertisers pay each time a user clicks on their ad. It then discusses why companies use PPC, the major PPC platforms like Google and Facebook, how to set up a PPC campaign including researching keywords and writing ads, optimizing landing pages for conversions, and analyzing campaign performance.

1. Pay-Per-
Click
Advertising

2. https://ca.linkedin.com/in/burhanhasan
By: Burhan Hasan
Digital Analyst, Online Marketing, Building Brands
Pay-Per-Click
Advertising

3.  Definition
 Why Advertise?
 ROI
 Key Elements
 Resources
 Q&A

4. What is Pay-Per-Click
According to MarketingTerms.com
“Pay-Per-Click is an online advertising
payment model in which payment is
based solely on qualifying click-through.”

5. How Does it Work?
 Bid on relevant keywords
 Advertising engine displays your text
ad on their results page or network of
web sites
 You only pay when people click

6. Why Advertise?
 Get instant visibility
 Cost to enter is small
 Track ROI

7. Who Are the Major Players?
 Google
 Facebook
 Yahoo
 Bing
 LinkedIn
 Others

8. Google
 Keyword Targeted CPC (Cost Per
Click)
 More Clicks, Better Results
 You set max per keyword and budget
 Track Results – Conversion Tracker
 Ads appear on Google.com
 Google content network via Adsense
program

9. Yahoo Bing Network Search
 Bid on keywords (auction format)
 Highest bidder gets highest placement
on the page
 Yahoo Bing Publishers Network
Content Match – Like Google Adsense

10. Getting Started
 Very Easy to Set Up
 Take the time to
 Plan
 Research
 Setup
 Execute
 Track Results

11. 1st Step: Budget and ROI
 Define program objectives
 What’s success?
 How will you measure success?
 Define and set conversion
expectations

12. Conversions
 Any interaction that you want to track
 Valuable events like:
 Product Purchase
 Form Completion
 White Paper Download
 Event Registration
 Inquiry

13. Conversions

14. ROI: What’s Each Conversion
Worth?

15. How Can You Maximize Your
ROI?
 Great Ad Copy
 Keyword Specific Landing Pages
 Improve Conversions
 Continually Track What’s Going On

16. 2nd Step: Research Keywords
 Yahoo Bing Search Marketing
◦ Keyword Selector Tools
◦ Keyword Bid Tool
◦ ROI Calculator
 Google
◦ Keyword Lookups
◦ Keyword Analysis
◦ Traffic Estimator

17. Copywriting
 Focus on Your Ad Copy
◦ Title
◦ Body text
◦ URL
 Google lets you run multiple ads
 Art more than science
 Look at competitors
 Hire copywriter

18. Elements of a Good Ad
 Attention
 Promise of Benefit
 Credibility
 Persuasiveness
 Interest
 Desire
 Action

19. What Will Make You Stand Out?
 Do you have the lowest price?
 Do you have the best variety?
 Do you have high-quality products?
 What makes you credible?
 How do you meet the needs of the
potential buyer?

20. Focus on the Ad Title
 Most people scan the title
 Body copy holds less weight
 Insert relevant keyword in the Title
◦ Google lets you do it automatically
 If prices are low, put price in
 Free add-ons can make a difference
◦ Free shipping
◦ Free 30 day trial

21. More Ad tips
 Quantify your ads
◦ Most, Lowest
 Avoid Using Hype
◦ Buyers are savvy
 Create a Sense of Urgency
◦ "limited-time offer“
◦ "available for overnight shipping."
 If you have space, add creditability
◦ 30 day money back guarantee
◦ 5 star rated vendor

22. Ad Tips
 Look at Competitors
 Create a unique approach that
focuses on the opposite or reverse of
what your competitors are advertising
 Test, retest and track

23. Conversion - Landing Page
 You just spent $$ to bring someone to
your web site, now what?
 Don’t waste it on your home page
 Build specific landing pages that
match the expectation your ad
generated
 Call to action – highlight your
conversion
- Buy
- Download

24. Landing Page
 Call to action
 Copy
 Navigation – Limit, can distract
 Merchandising
◦ Local, Geography, Season
 Micro-site
◦ Self contained site just for the offer

25. Improved Conversion

26. Do your landing pages
convert?
 A/B Test
 Multivariate Testing - Offermatica
 Track visitors from Ad to Landing
 Landing to Next Step and beyond
 Google Conversion Tracking
 Use a Good Metrics Program Like
◦ Webtrends, Click Tracks, Net Tracker
◦ Urchin (Recently purchased by Google)

27. Campaign Analysis
 Daily – watch after launch of
campaign
 Weekly – Check listing performance
◦ Traffic
◦ Sales
◦ ROI Numbers
 Monthly – Deep Analysis
◦ Search engine
◦ Products
◦ Keywords

28. Conclusion
 PPC Advertising is a very effective
way generate traffic and sales
 Takes effort, planning, testing and
constant monitoring