This document provides an overview of pay-per-click (PPC) advertising. It discusses key PPC concepts like campaigns, ad groups, keywords, and bidding. It explains how PPC allows advertisers to control ad placement, target real estate, and measure performance against competitors. The document also outlines best practices like setting up ad structure to mimic a website and using conversion tracking to optimize campaigns.

1. Jaime Allyne Client Manager, Point It PPC: Betting and winning like the Big Boys

2. Agenda

3. What is ppc?

7. What is PPC? Pay-Per-Click (PPC) Advertising Managed through Google AdWords Bid on keywords Ad position is based on an auction Structure Campaigns, Ad Groups, Ads, Keywords

10. Cost/Clicks

11. Conversions/Clicks

13. A Few Reasons Control Real Estate Competitors Measureable

14. A Few Reasons Control Real Estate Competitors Measureable

15. What can You do with PPC?

16. Match Types

17. Match Types Broad “Phrase” [Exact] Black Cat Broad: Black and Brown Cats Phrase: Lost Black Cat Exact: Black Cat Negatives Negative: -lost

18. Settings Tab Geotargeting

22. Settings Tab Device Targeting

24. Settings Tab Ad Scheduling & Ad Rotation

26. Settings Tab Display Network

27. Image Ad Text Ad

28. Reporting

29. Reporting Search Query Reports Adding negatives and new keywords Monitoring Performance & Identifying Problems Filters Ex: Filtering all keywords that contain the brand term Ex: Filtering all keywords that are spent more than $50 and got zero conversions Segments/Dimensions Tab Ex: Look at “Day of Week” aggregated data to find patterns

30. Ad extensions

31. Ad Extensions Sitelinks Product Extensions Location Extensions Phone Extensions

32. Remarketing

34. Best Practices and Strategy

35. Best Practices and Strategy Set up structure to mimic your website Use conversion tracking Test, Test, Test Don’t over optimize

36. Q & A jaimea@pointit.com @jaimeallyne