Pay-per-click (PPC) is an online advertising model where advertisers pay a fee each time their ad is clicked, aiming to drive traffic to their websites. Effective PPC management involves researching keywords, structuring campaigns, crafting ad copy, and building landing pages, followed by performance tracking and testing to optimize results. Major players in PPC include Google and Yahoo, utilizing auction formats to determine ad placements.

1. Pay Per Click
Management
(PPC)

2. Pay-per-click (PPC) (also called cost per click) is an internet
advertising model used to direct traffic to websites, in which advertisers
pay the publisher (typically a website owner) when the ad is clicked.
PPC
- wikipedia.org

3.  SPONSORED SEARCH: Pay-per-click
distribution tactic that displays your ads in the
sponsored search results at the top, along the
side, and across the bottom of search results
pages for searches that relate to your keywords.
Key Elements of PPC
 CONTENT PLACEMENT TARGETING: Pay-
per-click distribution tactic that displays your
ads alongside relevant articles such as
product reviews, news articles, etc. on the
Yahoo and Google distribution network.
 AD TEXT: The marketing message displayed to prospective
customers. An ad contains a title, description, and URL.

4. Key Elements of PPC
 LANDING PAGE: The page on a web site
where one is taken after clicking on a
advertisement. While this can be any
page, it is often a page designed to
expand on the service or product
mentioned in the initial advertisement.
 CAMPAIGN: A campaign contains
one or more ad groups sharing the
same budget, schedule and geo-
targeting criteria. A campaign is
typically created to support a
particular marketing goal.
 KEYWORD: A word or phrase that relates to
the products or services you wish to
advertise. When prospective customers are
looking for information related to what you
sell, and they type your keywords into a
search box, your ads may be displayed.

5. Key Elements of PPC
 CONVERSIONS: The completion of
an action that you value, such as a
purchase, registration, or sign-up.
 CLICK-THROUGH RATE (CTR): The
number of clicks received divided by the
number of impressions generated.
Example: An ad that is displayed 100
times and receives 10 clicks has a click-
through rate of 10%.
 AVE CPC: Average cost per click. The
average price you paid each time your
ad was clicked.
 IMPRESSIONS: The number of times an ad is displayed in search results or on
sites.

6. 7 Stages of PPC Management
 Research Category
 Plan & Structure
 Copywriting
 Organize Bids
 Build Landing Pages
 Review Performance
 Amend, Tune & Test

7. Research your Market Category
 Customers, Competitors, Keywords
 The buying process
 Core keywords
 Long tail keywords
 Website analytics
 Volumes, values, margins
 Conversion is key
 Local vs. National vs. International
1

8. Plan & Structure Campaign
 The Search marketing mix
 Budgets
 Campaigns
 Ad groups
 Keywords
 Match types
 Landing pages
2

9. 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
3

10. Organise Bidding
 Understand value of clicks
 Know value of conversions
 Quality Score is key
 Set up a keyword match hierarchy
 Bid more only when Quality Score is
high
 Reduce bids if conversion cost is
unprofitable
4

11. Select & Build Landing Pages
 Send click traffic to most appropriate page
 Build if one does not exist
 Keep the landing page simple
 Focus on achieving goals
 Ecommerce sales
 Lead generation
 Eliminate distractions
 Learn from successful landing pages
5

12. Track & Review Performance
 Establish key metrics
 PPC reports and analytics
 Cost per click (CPC)
 Click through rate (CTR)
 Conversions
 Cost per conversion
 Cost per sale
 What is target ROI?
6

13. Amend, Test & Tune
 Look for conversion winners and
replicate components
 Look for blockages and eliminate
 Eliminate negative terms
 Test different keywords
 Test different copy
 Test different landing pages
 Test different bid levels
7

14. Who are the Major Players…?
 Google
 Yahoo

15. 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

16. Yahoo
 Bid on keywords (auction format)
 Highest bidder gets highest placement on the page
 Yahoo, MSN, AltaVista, CNN, Info space
 Yahoo Publishers Network Content Match (Beta)– Like Google
AdSense

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