Pay Per Click Advertising

(989) 750-1544hello@wojodesign.com

Advertising with Google Adwords to Expand Your Reach

Table of Contents1. What is PPC?

2. Why Should I Use PPC Advertising?

3. Organizing your PPC Campaign.

4. PPC Best Practices

1. Quality Score

2. 10 Ways to Optimize your Budget

3. 5 Ad Writing Tips

What is PPC?

PPC (Pay Per Click)n PPC - Advertisers only pay when their ad is

clicked.

n Usually refers to search engine PPC campaigns.

n Google Adwords

n Yahoo Search Marketing

n Microsoft AdCenter

90% of Clicks

10% of Clicks

Google Adwords

Google Adwords - Key Terms

n Campaigns - How you organize your Ad Groups.

n Ad Groups - How you organize your keywords. Keywords in the same Ad Group trigger the same ad text (or creative). It's best to group your keywords thematically so you can target ads toward each theme, product line, or promotion.

n Creatives - The different executions of your ad. Every word change is a different creative. Typical to run two to four creatives per Ad Group.

Why Should I Use PPC??

4 Reasons to Use PPC1. Easily control your budget.

2. Advertise to highly targeted prospects.

3. Easy to closely track and measure results.

4. Synergies with your organic SEO campaign.

Organizing your PPC Campaign

5 Steps to an Organized Campaign

1. Set Goals

2. Select Keywords

3. Develop Ads

4. Track Results

5. Revise

1.) Set Goalsn What results are you looking for?

n Increased traffic

n Increased conversion rate

n More leads

2.) Select Keywords1. Expand Keyword List (Brainstorming)

Google Keyword Tool

https://adwords.google.com/select/KeywordToolExternal

2.) Select Keywords1. Expand Keyword List (Brainstorming)

2. Refine List

1. Selectively choose likely ‘conversion’ keywords.

2. Consider competition and price.

3. Group into thematic ad clusters.

3.) Develop Ads1. Clearly state customer benefits.

2. Include keywords in the headline.

3. Clearly state the call to action.

4. Test multiple creatives by Ad Group.

4.) Track Resultsn Tight integration with Google Analytics

n Track revenue earned per keyword.

n Locate highly profitable words.

n Locate unprofitable words.

5.) Revisen Good Adwords campaign management requires

frequent revision.

n Monitor results closely to control spending/maximize earnings.

PPC Best Practicesn Quality Score

n 10 Ways to Maximize your Budget

n 5 Ad Writing Tips

Quality Score

Quality Score - An algorithm used in the Pay Per Click advertising platforms for ranking the relevancy of landing pages to their corresponding PPC advertisements and keywords. Higher quality scores indicate a stronger correlation - thus giving the customer what they are searching for.

What is Quality Score?

1. Click-through Rate.

2. Ad/Keyword Relevancy.

3. Landing Page

1. Relevancy

2. User Experience

3. Loading Time

Components of Quality Score

Click Through Rate (CTR)60%

Keyword Relevancy25%

Landing Page Quality15%

10 WaysTo Maximize your Budget

10 Ways to Maximize your Budget

1. Track Conversions

2. Separate Search from Content Network

3. Separate Desktop from Mobile

4. Use Broad Match Sparingly

Match Type Will Match... Matching Examples

Broad Match

Words anywhere in phraseMisspellings

PluralizationsSynonyms

What is broad match?Broad matches are easy.

Generic match

“Phrase Match” The exact phrase anywhere in the search query

What is phrase match?Phrase match is more specific

[Exact Match] Only the exact search query. exact match

+Modified +Broad

Words with “+” in front must exist somewhere in the search

query, or a close variant (misspelling, etc.). Will not

match synonyms.

What is a Modified search broad query?Modified broads are new.

5. Use Geolocation Targeting

6. Create Negative Keyword Lists

Negative Keyword Examples

Penny Pinchers Job Seekers Researchers DIY

• free• discount• discounted• cheap• clearance• inexpensive

• career• careers• employment• hiring• intern• interns• internship• internships• job• jobs

• about• definition• diagram• history• what are• what is

• craft• crafts• create• hand made• how to• make• making

7. Provide Relevant Target URLs.

8. Take Advantage of Site Links

9. Take Advantage of Site Extensions by Linking your Account with other Google Products

http://www.google.com/intl/en_us/products/submit.html

http://www.google.com/places

10. Don’t Always Target Position #1

Courtesy of Marketing Centricity

5 Ad Writing Tips

Analysis of Adwords Ad

5 Ad Writing Tips

1. Include a Call to Action

5 Ad Writing Tips

2. Experiment with Dynamic Keyword Insertion

{KeyWord:Title Case Keyword}

{Keyword:First caps keyword}

{keyword:lower case keyword}

5 Ad Writing Tips

3. Use of Punctuation

5 Ad Writing Tips

4. Experiment with different offers/benefits.

Offer/Benefit Examples

1. Free Shipping

2. Rush Shipping

3. Unlimited Warranty

4. Quality Guarantees

5. Low Price Guarantees

6. 20% Off

5 Ad Writing Tips

5. Use Display URLs effectively.

yourdomain.com/Keyword-Here

Conclusionn A well organized PPC campaign may be an

effective means of increasing business.

n Use in conjuction with other marketing efforts, including email marketing and organic search engine optimization.

Questions?

hello@wojodesign.com

Pay Per Click Advertising - Advanced Strategies

Technology

Issues with Pay Per Click Advertising & Search Engine Optimisation

Medical Device Pay-Per-Click Advertising

Learning The World Of Pay Per Click Advertising

Winnipeg Pay Per Click Advertising - Tutorial: Google for Webmas

06B Pay Per Click Advertising

Pay Per Click (PPC) Advertising

Here are our Pay per Click Advertising Packages · Here are our Pay per Click Advertising Packages: Monthly AdWords Budget Represents the agreed upon, allotted monthly budget for

Divorce Marketing Guide · What Is Pay-Per-Click Advertising? Pay-Per-Click (PPC) advertising allows family law firms to connect, in real time, with prospective clients who are look-ing

Secondary Market, Pay Per Click, and Online Advertising · Secondary Market, Pay Per Click, and Online Advertising. Interop Tokyo 1 Oversee.net & DomainSponsor. Interop Tokyo 2 Who

Pay Per Click - CIIM€¦ · Working of Pay per Click Google AdWords is the number one PPC advertising platform on the web. Google day. Advertising with AdWords mean you can pick

Generating Leads on a Tight Budget...Pay per Click Advertising aka – Sponsored Search • Pay per click (PPC) is an advertising model used on websites, advertising networks, and

Pay-Per-Click Advertising...My Trail became a Magneti client in 2015, focusing only on pay-per-click advertising through Facebook Ads and Google AdWords. Magneti needed to find the

Pay Per Click - CIIM · Pay Per Click Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser

Cost Effective Pay Per Click Advertising · Pay Per Click advertising is the process of paying for ‘promoted advertisements’ to appear in prominent positions on search engines

The History Of Pay Per Click Advertising

Brief intro to pay per click advertising

Get Instant Traffic and Measurable Results! · PAY-PER-CLICK ADVERTISING What is PPC? Pay-per-click (PPC) is a type of online advertising where you only pay when somebody clicks your

Search and the New Economy Session 4 Pay-per-click Advertising

irp-cdn.multiscreensite.com · Get instant traffic online with a Pay Per Click advertising campaign! What is PPC? Pay per click (PPC) advertising is a type of online advertising where