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Pay Per Click
Rod Holmesfrom
CHICAGOStyleSEO
The Big Picture
Why is PPC Important?
SEM
PPC
AdWords
AdCenter
Search Marketing
Search Engine Marketing
CHICAGOStyleSEO773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
Pay Per Click
Why is PPC Important?
Pay Per Click
How Is AdWords Organized?
Why is PPC Important?
Google Sandbox
Trackable, Controllable ROI
Guaranteed Traffic
Budget-able ExpenseCHICAGOStyleSEO
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
The Basics
AdGroups
Campaigns
How Is AdWords Organized?
Keywords Keywords
Keywords Keywords Keyword
s Keywords
AdGroups
CHICAGOStyleSEO773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
What You Do...What to Pay Attention To...
The Basics
Organize Keywords into AdGroupsWrite Two Ads Per AdGroupReview BiddingLaunchAnalyze Per Goals
Research Keywords
What You Do...
CHICAGOStyleSEO773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
Determine Business Goals
CHICAGOStyleSEO773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
Buying Funnel
Awareness
Interest
Learn
Shop
Buy
Determine Business Goals
Determine Business Goals
Organize Keywords into AdGroupsWrite Two Ads Per AdGroupReview BiddingLaunchAnalyze Per Goals
Research Keywords
What You Do...
CHICAGOStyleSEO773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
Find Long-tail Keywords
Research Keywords
Long-tail Keywords
CHICAGOStyleSEO773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
# O
f Searc
hes/
Month
Keywords
Research Keywords
CHICAGOStyleSEO773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
Keywords...Four Basic Types
•Explicit
•The Problem
•Symptoms
•Product Parts or Brand Names
Chicago Ferrari Mechanic
Ferrari won’t go 210 mph
Ferrari whines at 195 mph
Ferrari Testarossa 12 cylinder
Research Keywords
CHICAGOStyleSEO773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
Research Keywords
CHICAGOStyleSEO773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
Determine Business Goals
Organize Keywords into AdGroupsWrite Two Ads Per AdGroupReview BiddingLaunchAnalyze Per Goals
Research Keywords
What You Do...
CHICAGOStyleSEO773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
Group Keyword So One Ad Can Represent & Repeat the Keywords
Wedding Photographer
Wedding Picture
Wedding Pictures
Wedding Photojournalist
Wedding Video
Best Wedding Photographer
Chicago Wedding Photography
Organize Keywords into AdGroups
CHICAGOStyleSEO773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
Determine Business Goals
Organize Keywords into AdGroupsWrite Two Ads Per AdGroupReview BiddingLaunchAnalyze Per Goals
Research Keywords
What You Do...
CHICAGOStyleSEO773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
What You Do...What to Pay Attention To...
CHICAGOStyleSEO773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
The Basics
What to Pay Attention To...
CHICAGOStyleSEO773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
Click Thru Rates (CTR)
Cost Per Click (CPC)
CPC vs. Bid
Average Position
Quality Score
Quality Score
Tools You’ll Need CHICAGOStyleSEO
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
HistoricalPerforman
ce
Landing
Page
CTR
Keyword
Relevancy
AdReleva
ncy VariousRelevan
cyFactors
Quality Score
Tools You’ll Need CHICAGOStyleSEO
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
Landing
Page
Keyword
Relevancy
AdReleva
ncy
Rod Holmesfrom
CHICAGOStyleSEO
•The Big PicturePay Per Click
Tools You’ll Need
AdWords Account
Google Keyword Tool
AdWords Editor App
Spreadsheet
CHICAGOStyleSEO773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
Pay Per Click
Rod Holmesfrom
CHICAGOStyleSEO
The Big Picture
![HOLMES,GEORGE · Holmes Spear, dec ], and George Holmes, heirs of Oliver Holmes subsequent to his death. I always understood that Oliver Holmes got the lot from Kamehameha 1. Holmes](https://img.pdfslide.us/doc/110x75/60677df317bc235d9b7d2724/holmesgeorge-holmes-spear-dec-and-george-holmes-heirs-of-oliver-holmes-subsequent.jpg)
