PPC - Best Practice for Pay Per Click Advertising

©Custard Online Marketing

Pay Per Click

Lisa Weaver


About Me


WHAT IS IT?


WHERE CAN WE FIND IT?


RIGHT?.............


WRONG!


PPC – The Myths

X Appearing number one guarantees a profit

X Spending more money means better results

X Google is the only search engine worth advertising on

X Google is always right

X PPC advertising is a must for all businesses

X PPC costs too much and is a waste of time and money


PPC can be profitable

Everyone should try PPC

You can pay less per click than the advertiser below you

PPC Marketing is easy – if you know how

PPC is only going to get bigger …… and better

PPC works!

PPC – The Truth


HOW TO SUCCEED


• Granularity is Key• Use Tight Themes in Set-Up• Write Compelling & Relevant Ad Copy• Use Ad Extensions/Sitelinks• Use Multiple Ad Types• Research & Test• The Future is Mobile • Think Integrated Search• Use AdWords Tools… With Caution!

PPC – Essential Elements


Be Granular


• Include keywords• Include a call to action• Create a sense of urgency• Use non-standard characters• Use numbers• Use punctuation• Focus on benefits• Offer proof/credibility• Use quotes• Ask a question• Make a strong offer• Use all available character space• Use extensions

PPC – Ad Copy


• Location Extensions• Call Extensions• Sitelinks Extensions• Review Extensions• Offer Extensions• Social Extensions• App Extensions

PPC – Ad Extensions


PPC – Enhanced Sitelinks


Text

Display

Video/YouTube

MobileDynamic Search Ads

Product Listings Ads

Remarketing

PPC – Ad Types


Traditional Pay-Per-Click Adverts


PPC – Product Listing Ads


PPC – Display/Remarketing Ads


IT’S ALL ABOUT MOBILE


PPC – The Mobile Journey



PPC & SEO – Integrated Search


PPC – Incremental Value


• Keyword Planner• Display Planner• Conversion Tracking• Google Trends• AdWords Editor• Google Analytics• Opportunities Tab – Approach with caution!

PPC – Essential Tools


• Test, test, test• Think granular• Use tightly themed adgroups and keywords• Understand what you can afford to pay• Carry out regular Keyword Research• Sign up to Google Places• Sign up to PPC blogs – Inside AdWords,

Wordstream, PPC Hero• Don’t be afraid to outsource

PPC – Top Tips


OUTSOURCE OR IN-HOUSE?


Cinderella Complex


• The business remains in complete control of the campaigns

• You choose exactly who you want to run the campaigns

• Your PPC team will eat, sleep and breathe your brand

• Save on agency fees

PROS

• Agencies have close relationships with the search engines – does your PPC Manager?

• Being the only PPC’er can be an isolated experience

• The grass is greener for some people

• Multiple salaries as business grows

CONS

PPC – In house


• Agencies have close relationships with the search engines

• Utilise a vast wealth of experience in all areas of marketing

• Your agency will become part of your team

• Agency fees are often less than a full time salary

PROS

• Will you always be the agency’s number one priority?

• How difficult will it be for them to understand your business?

• What if they just don’t perform?

CONS

PPC – Outsourcing


• Don’t be afraid to hand control over to an agency/consultant

• Research prospective agencies thoroughly• Get multiple proposals• Know your available budget • Ask for recommendations from other business

owners• Look for the Google Partner logo

PPC – Outsourcing Process


01772 425 951www.custard.co.uk

[email protected]

http://www.custard.co.uk/