This document provides an overview of pay-per-click (PPC) advertising. It defines common PPC terminology and explores various PPC tactics including search network ads, content network placements, geo-targeting, smart phone targeting, and product listings. Best practices for each tactic are also discussed. The document recommends tools and resources for keyword research, ad creation, campaign management, and reporting.

1. PPC: Back To Basics

2. What Is It?
Why Use it?
What Are the Advantages?

3. ? Paid Search ??
? PPC ?
? Pay Per Click ??
? SEM ?
?? CTR ??
? CPC ?
? CPM ?
?? CPA ??
?? QS ??

4. The Language of PPC
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.
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.
Definitions are from Online Marketing Mavens.
Additional Reference: Google AdWords Glossary

5. The Language 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.
Definitions are from Online Marketing Mavens.
Additional Reference: Google AdWords Glossary

6. The Language of PPC
CONVERSIONS: The completion of an action that you value, such as a
purchase, registration, or sign-up.
IMPRESSIONS: The number of times an ad is displayed in search results
or on sites.
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.
Definitions are from Online Marketing Mavens.
Additional Reference: Google AdWords Glossary

7. Google Adwords Basics
• Google's Advertising Product -
https://adwords.google.com
• Create Ads - Text, Image, Video
• Ads Appear on Google Search Engine and
Google Partner Sites
• Pay for Ads when someone "clicks" on them,
(ie. Pay-Per-Click or PPC) but there are other
alternative bidding options in some cases.

8. Yahoo! Sponsored Search Marketing Basics
• Yahoo!'s Advertising Product -
http://advertising.yahoo.com/smallbusiness/ysm
• Create Ads – Text
• Ads Appear on Yahoo! Search Engine and Yahoo!
Partner Sites
• Pay for Ads when someone "clicks" on them. (ie.
Pay-Per-Click or PPC)

9. Microsoft Adcenter Basics
• Microsoft's Advertising Product -
https://adcenter.microsoft.com
• Create Ads – Text
• Ads Appear on Bing Search Engine and
Microsoft Owned Sites and Partner Websites
• Pay for Ads when someone "clicks" on them.
(ie. Pay-Per-Click or PPC)

10. Search Network - Best Practices
• Separate keywords into different ad groups
by similar core words.
• Ads should be highly relevant to searched
term.
• Landing Pages should be highly relevant to
Ad clicked.
• Be more specific using "negative keyword
matching" or other match options besides
"broad matching."

11. Create
Relevant
Keywords
&
AdGroups
Test
Ads &
Keywords
Refine
Campaign
& Keep
What
Works
PPC Management Process
Use
Reporting
Tools to
Measure
Results

12. What Else Can
You Do With
Paid Search?

13. Geo Targeting Basics
• Select any combination of locations to
target with your campaign.
• Countries, Territories, Regions, Cities
and custom areas.
• Adwords provides an Interactive Map
targeting tool to make this easy.

14. Adwords Interactive Map Targeting Tool
• Search or browse for
countries, territories, regions,
and cities.
• Select a preset bundle of
locations.
• Choose a point on the map
and specify a radius around
it where your ads will appear.
• Target a custom shape on the
map.
• Exclude areas within your
selected locations.

15. Adwords Product Extensions
• New feature that can highlight your products
directly in your Google.com search ads.
• Your Google Merchant Center account must
contain a product that is relevant to the
searcher's query.
• Shows the images, titles, and prices of your
closest matching products with your ad.
• When the user clicks a product image, they
will be taken to the destination page listed for
that product.

16. Adwords Product Extensions Example
Image from http://adwords.blogspot.com/2009/11/product-extensions-available-to-all-us.html

17. Smart Phone Targeting
• High End Phones (iPhone, Android,
etc.) that have Full Internet
Browsers
• Ads show on Google Search
results, Content Network, and
relevant mobile apps.
• Turned on by default when creating
a new campaign. Can turn off in the
"Networks, Devices, and
Extensions" section.
• Different than "mobile ad" ad type,
which shows on WAP mobile
phones.

18. Smart Phone Targeting Best Practices
• Create a separate campaign that only targets
these devices.
• Do not use Flash since most of these devices
do not support it currently.
• Make sure your "Call To Action" is in an
easily seen spot on the landing page since it
is much more difficult to navigate on these
devices.
• Consider shortening your conversion
checkout process.

19. Paid Search on the Content Network

20. Content Network - Ad Types

21. How Much Would You Pay For A Click?

22. The Tale of Two Campaigns

23. Content Network - Best Practices
• Separate search and content - they don't play
well together.
• Ads should distract the reader's attention.
• Use keyword themed campaigns (automatic
placements) and general/high traffic
managed placement campaigns to mine for
targeted placements.
• Start with smaller budgets.
• Run placement performance reports.

24. Content Network - Targeting With Keywords
• Campaign settings = relevant pages across
the entire network.
• Use small groups of themed keywords
(match doesn't matter).
• Set up filtering to minimize unwanted traffic
(negative keywords, standard category
filtering, site exclusions).

25. Content Network - Targeting Placements
• Campaign settings = relevant pages only on
the placements I manage.
• Use small groups of themed placements with
appropriate ads and landing pages
• When targeting high traffic sites, add one or
two keywords for better targeting

26. Pay Per Click Resources
• Keyword Tools
o Google's Keyword Tool
o Keyword Rockstar
o *VisualThesaurus.com
• Placement Tools
o *Ad Planner
o Shoemoney AdSense Crawler Tools
o AdWords Digger
o Site Sniper Pro
o Keyword Rockstar

27. Pay Per Click Resources
• Ad Builders (free and paid)
o BoostCTR.com
o MiniBannersZen.com
o Keyword Rockstar
o *AdLab.MSN.com/Ad-Text-Writer
• Competitive Research & Forecasting
o SpyFu
o Compete.com
o KeywordSpy
o Enquisite Auditor
o *Adlab.MSN.com/Keyword-Forecast
o *Google Insights

28. Pay Per Click Resources
• Reporting
o *Google conversion coding/tracking
o *Google Analytics

29. Pay Per Click Resources
• Campaign Management
o *MCC (for managing multiple AdWords
accounts)
o *AdWords Editor
o *MSN Adcenter Desktop
• Bid Management
o ClickSweeper.com

30. Free 30 Day Trial for Keyword Rockstar
Go to:
http://www.KeywordRockstar.com/dfwsem

31. For more information on content network strategies:
ShelleyEllis.com/Training/
Twitter.com/ItsJustShelley