Pay per click (PPC) advertising allows companies to bid on keywords so their ads appear in search engine results. PPC is the quickest way to drive targeted traffic to a website. Key elements include campaigns, ad groups, ads, and keywords. The PPC process involves keyword research, landing page creation, ad creation, campaign setup, testing, and optimization. PPC will continue evolving with more creative ads, an emphasis on quality score and landing pages, and rising costs.

1. PPC Training [Basic]

2. Objective
To understand the fundamental
elements and best practices involved in
pay per click marketing (PPC).
(c) imFORZA, LLC. All Rights Reserved. Confidential

3. What is PPC?
Pay Per Click (PPC) allows advertisers to deliver traffic to
their website(s) by bidding on their selected key phrases. Ads
(known as Sponsored Results) appear in the major search
engines based on ad spend / budget and quality score.
Some metrics to follow to determine PPC campaign success
are high click through rates and high conversion rates.
[BONUS] How to explain PPC to your parents?
It's like the Yellow Pages, but online. Companies pay to serve advertisements
to people doing searches for keywords that are relevant to the advertiser's
business.
(c) imFORZA, LLC. All Rights Reserved. Confidential

4. Why is PPC Necessary?
Quickest and
most consistent
way to drive
targeted traffic.
Creates brand exposure
Allows for valuable
campaign testing
(c) imFORZA, LLC. All Rights Reserved. Confidential

5. Where are PPC Ads Shown?
(c) imFORZA, LLC. All Rights Reserved. Confidential

6. What are the Key Elements?
Campaigns Ad Groups
Ads Key Phrases
(c) imFORZA, LLC. All Rights Reserved. Confidential

7. How Does PPC Work?
(c) imFORZA, LLC. All Rights Reserved. Confidential

8. What's Involved in PPC?
Keyword Research Landing Page Creation
Ad Creation Campaign Setup
Testing Optimization
(c) imFORZA, LLC. All Rights Reserved. Confidential

9. What's Included in....?
Keyword Research
• Keyword discovery
• Keyword analysis
• Keyword competition
• Keyword selection
• Keyword click cost budgeting
(c) imFORZA, LLC. All Rights Reserved. Confidential

10. What's Included in....?
Landing Page Creation
• Placing strong, clear calls to action
• Creating a user-friendly experience
• Including relevant content
• Incorporating privacy and trust support
(c) imFORZA, LLC. All Rights Reserved. Confidential

11. What's Included in....?
Ad Creation
• Tying in landing page calls to action
• Using clear, concise verbiage
• Making the ad stand out
• Working in the right key phrases
(c) imFORZA, LLC. All Rights Reserved. Confidential

12. What's Included in....?
Campaign Setup
• Proper ad group structuring
• Setting the necessary network settings
• Setting the desired budget / delivery settings
• Using geo-targeting
• Using conversion tracking
• Preparing reports and alerts
(c) imFORZA, LLC. All Rights Reserved. Confidential

13. What's Included in....?
Testing
• A/B testing of ads and landing pages
• Multivariate testing of ads and landing pages
(c) imFORZA, LLC. All Rights Reserved. Confidential

14. What's Included in....?
Optimization
• Adding / pausing key phrases
• Adding / pausing ads
• Implementing landing page improvements
• Creating new campaigns and ad groups
• Incorporating new calls to action and landing pages
(c) imFORZA, LLC. All Rights Reserved. Confidential

15. What's in the Future for PPC?
• Ads will need to be more creative to stand out
• Quality score will hold importance
• Effective landing pages will become mandatory,
not suggested
• Per click / per impression costs will continue to
rise
• Sponsored results will continue the most
prominent positions in SERPs
(c) imFORZA, LLC. All Rights Reserved. Confidential

16. Stay Connected
Where to find imFORZA Online:
Blog - http://www.imforza.com/blog
Facebook - http://www.facebook.com/imforza
Twitter - http://www.twitter.com/imforza
LinkedIn - http://www.linkedin.com/company/imforza
Google+ - http://gplus.to/imforza
Pinterest - http://www.pinterest.com/imforza
(c) imFORZA, LLC. All Rights Reserved. Confidential