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You Down with PPC? Yeah You Know Me.
June 16, 2015
PPC
Pay Per Click or Paid Search Advertising
What did the paid search advertiser say to the potential customer?
You just g...
Quality
Score
Keywords
Text Ads
Landing Page
Bid
Source: Google
Components of a Paid Search Account
• Campaigns
• Ad Groups
• Keywords
• Negative Keywords
• Ad Text
• Landing Page
Source: http://www.wordstream.com/blog/ws/2015/03/06/adwords-account-structure
Metrics
• Clicks
• CTR
• Cost-per-click
• Impression Share
• Average Position
• Quality Score
• Conversions
• Bounce Rate
...
Key Takeaways
Google serves users relevant ads to promote a positive user
experience. It is our job to ensure we are relev...
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Get to Know Google's Pay Per Click (PPC) and Paid Search

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Through this presentation, you will learn about Google's Pay-Per-Click and Paid Search ad platform along with what makes up its "Quality Score" and why it is so important to your campaign.

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Get to Know Google's Pay Per Click (PPC) and Paid Search

  1. 1. You Down with PPC? Yeah You Know Me. June 16, 2015
  2. 2. PPC Pay Per Click or Paid Search Advertising What did the paid search advertiser say to the potential customer? You just got served.
  3. 3. Quality Score Keywords Text Ads Landing Page Bid Source: Google
  4. 4. Components of a Paid Search Account • Campaigns • Ad Groups • Keywords • Negative Keywords • Ad Text • Landing Page
  5. 5. Source: http://www.wordstream.com/blog/ws/2015/03/06/adwords-account-structure
  6. 6. Metrics • Clicks • CTR • Cost-per-click • Impression Share • Average Position • Quality Score • Conversions • Bounce Rate • Time on Site • Pages Per Session
  7. 7. Key Takeaways Google serves users relevant ads to promote a positive user experience. It is our job to ensure we are relevant. A Paid Search campaign has six critical components, all of which affect your quality score. Focus on the campaign goals when analyzing data.

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