This document provides an overview of using pay-per-click (PPC) marketing profitably. It discusses that PPC allows you to advertise only to people actively searching and pay only for clicks, though making campaigns profitable can be challenging. The document outlines goals of teaching PPC fundamentals and tools for creating profitable campaigns. Key topics covered include how PPC works, building campaigns, keyword research, ad groups, bidding strategies, landing pages and measuring success. Google is identified as the dominant search player, and relevance is emphasized as key to good PPC results. The document promotes continuing education on PPC topics.

1. Using Pay-per-Click Marketing Profitably Jeff Coleman Internet Marketing Geek

2. Why PPC Marketing? The Appeal Advertise only to people who are looking right now for what you are offering Pay only when they click to show their interest The Challenge It’s easy to start a PPC campaign, but it is not easy to make it profitable

3. Goals of This Class Provide you with a basic understanding of PPC Give you the tools to create profitable PPC campaigns for generating sales or leads Guide you to resources that will allow you to take your PPC knowledge to the next level

4. Things You Will Learn How PPC works How to build a PPC campaign properly Keyword research Organizing keywords & building ad groups Writing ads Bidding strategies Landing page optimization How to measure the success of your PPC campaign

6. On-the-virtual-street education

7. Million dollar PPC campaigns that determined whether a company was profitable or not

8. Director of Search for Geary Interactive – oversaw 100+ campaigns at a time

10. How People Currently Search Multiple keywords (2-5 words) server backup solution Product specific Panasonic cordless phone dect AT&T cl82359 Service and location specific san diego landscaper Answering a question How do I re-finance my home?

11. Organic Search Results

12. Organic Search Results

13. Paid Search Results

15. >70% of PPC traffic

16. All about relevance

18. Evolution of PPC Advertising The Mechanisms Pure CPC CPC plus CTR Quality scores CTR Landing page/site Pursuit of Relevance

19. The PPC (Google) Equation PPC x CTR x QS = Position PPC = Price per Click or Bid CTR = Click-thru Rate QS = Quality Score of Landing Page/Site Conversion Rate? Position = Where you are on the page

21. Make the most $ per 1000 searches

22. Take a long-term view

23. Keep searchers from wasting their time

24. Why does this matter to PPC marketers?

25. “Tricking” Google is a short-term win

27. Next Steps Take the Quiz Choose a topic for your search campaign Continue on to Week 1, Part 2 Additional Resource: The Definitive Guide to Google Adwords by Perry Marshall (e-book) http://www.perrymarshall.com/adwords/