Paid Advertising on the major search engines explained visually

1. Pay Per Click Marketing (PPC)

2. What is PPC?
• Pay per click (PPC) is an internet advertising
model used on search engines, advertising
networks, and content websites, such as
blogs, where advertisers only pay when
someone actually clicks on the advert to visit
the advertisers website. Advertisers bid on
keyword phrases relevant to their target
market.

3. Google SERP – Search Engine Results Page

4. Bing SERP – Search Engine Results Page

5. This is also PPC (content targeting)

6. This is also PPC (content targeting)

7. Keyword
Tax jobs
business Analyst
it jobs
business analyst jobs
Payroll jobs
banking jobs
Receptionist jobs
finance jobs
project manager jobs
it jobs
banking jobs
Tax jobs
project manager jobs
accounting jobs
finance Director jobs
administrator jobs
Project Manager jobs
business Analyst jobs
Project Manager jobs
pa jobs
it recruitment agencies
finance Director jobs
Max. CPC Bid
£
0.88
£
0.88
£
0.88
£
1.40
£
1.00
£
0.50
£
0.53
£
0.53
£
0.62
£
0.88
£
0.37
£
0.88
£
0.49
£
0.53
£
0.70
£
0.53
£
0.53
£
0.88
£
0.53
£
0.88
£
1.75
£
0.88
PPC Results are generated by
Keywords that an advertiser has
deemed relevant to their website by
‘bidding’ on these keywords.

8. How PPC Works
Keyword
Bid
Tax Jobs
£0.88
Targeted
Adcopy
Targeted Landing
Page

9. How PPC Works

10. Understanding Google Quality
Score
• Quality Score is an estimate of how relevant your ads, keywords and
landing page are to a person seeing your ad. Having a high Quality Score
means that our systems think your ad, keyword and landing page are all
relevant and useful to someone looking at your ad. You can find out your
Quality Score for any of your keywords.

11. How Google Calculate Quality
Score
Every time someone does a search that triggers your ad, we calculate a Quality Score. To calculate this Quality Score, we look
at a number of different things related to your account. By improving the following factors, you can help improve your
Quality Score:
•
•
•
•
•
•
•
•
•
Your keyword's expected click-through rate (CTR): The expected CTR is based in part on the keyword's past CTR, or how
often that keyword led to clicks on your ad
Your Display URL's past CTR: How often you received clicks with your Display URL
Your account history: The overall CTR of all the ads and keywords in your account
The quality of your landing page: How relevant, transparent and easy-to-navigate your page is
Your keyword/ad relevance: How relevant your keyword is to your ads
Your keyword/search relevance: How relevant your keyword is to what a customer searches for
Geographic performance: How successful your account has been in the regions that you're targeting
Your ad's performance on a site: How well your ad's been doing on this and similar sites (if you're targeting the Display
Network)
Your targeted devices: How well your ads have been performing on different types of devices, such as
desktops/laptops, mobile devices and tablets – you get different Quality Scores for different types of devices

12. How Quality Score Affects You
Quality Score is used in several different ways, and can affect the following things in your account:
•
•
•
•
•
•
Ad auction eligibility: Higher Quality Scores make it easier and cheaper for a keyword to enter the ad auction.
Your keyword's actual cost-per-click (CPC): Higher Quality Scores lead to lower CPCs. That means you pay less per click
when your keyword has a higher Quality Score.
Your keyword's first page bid estimate: Higher Quality Scores lead to lower first page bid estimates. That means that it's
easier for your ad to show on the first page of search results when your keyword has a higher Quality Score.
Your keyword's top of page bid estimate: Higher Quality Scores lead to lower top of page bid estimates. That means that
it's easier for your ad to show towards the top of the page when your keyword has a higher Quality Score.
Ad position: Higher Quality Scores lead to higher ad positions. That means that your ad can show up higher on the page
when your keyword has a higher Quality Score.
Eligibility for ad extensions and other ad formats: Some ad formats require a minimum Quality Score in order to show. In
addition, your Ad Rank determines whether or not your ad is eligible to be displayed with ad extensions and other ad
formats, such as sitelinks. Because Ad Rank is a function of your Quality Score, a higher Quality Score can increase the
likelihood that your ad is displayed with extensions and other formats.
In a nutshell, higher Quality Scores typically lead to lower costs and better ad positions. The AdWords system works best for
everybody – advertisers, customers, publishers and Google – when the ads that we show are relevant, closely matching what
customers are looking for. Relevant ads tend to earn more clicks, appear in a higher position and bring you the most success.

13. Final Thoughts…
• Educate yourself on PPC
• Determine your companies needs & goals
• Test small & build on success
• Keep it relevant in the process (to improve/retain quality scores & good user experience) from keywords ->
to adcopy -> to landing page – make it easier for your customer
• Allocate resources to support your campaign