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PPC Challenge
What is PPC?
Paid Ads
Organic Results
SEO vs PPC● Long-Term > It takes time to
see organic results
● A gradual process to improve results over time
● Requires ongoing optimization
● Results continue even after work stops (budget ends)
● Instant > After setup, results are almost immediate
● Requires management to ensure budget is properly allocated (can be costly if not careful)
● Once budget is stopped, so does traffic and results
http://unbounce.com/ppc/seo-vs-ppc-infographic/
KeywordsA term on which advertisers bid to trigger their paid search ads to be shown to relevant users.
Search QueryKeyword
Acronyms, AcronymsPPC ... Pay Per ClickCPC ... Cost Per ClickCPM ... Cost Per Thousand (Impressions)CPA ... Cost Per Acquisition (or Action)CTR ... Click Through RateSEO ... Search Engine OptimizationSERP … Search Engine Results Page
http://searchengineland.com/a-paid-search-glossary-33798
AdWords
Account Management
Planning your Adwords account
Keyword Report
Message Match
http://unbounce.com/ppc/play-matchmaker-with-ppc-ads-and-landing-pages/
Gia’s Recommended ResourcesGlossary of Terms
http://searchengineland.com/a-paid-search-glossary-33798/
PPC Landing Page Elementshttp://unbounce.com/landing-page-articles/the-anatomy-of-a-landing-page/
http://webinar.unbounce.com/science-of-landing-pages-recording/
Message Matchhttp://unbounce.com/ppc/play-matchmaker-with-ppc-ads-and-landing-pages/
Jakki’s Recommended Resources(from Adwords)
Campaign & Ad Managementhttps://support.google.com/adwords/certification/topic/2799683?
hl=en&ref_topic=2799680
Budget & Biddinghttps://support.google.com/adwords/topic/3119127?hl=en&ref_topic=3119122
Landing pages & Adwordshttps://support.google.com/adwords/answer/1659694
Keyword Matching Optionshttps://support.google.com/adwords/answer/3441489?
hl=en&ref_topic=3122868&rd=1
Conversions & Trackinghttps://support.google.com/adwords/answer/1722054?hl=en
Reporting in Adwordshttps://support.google.com/adwords/certification/topic/2795215?
hl=en&ref_topic=2792638
Q&A
Go start kicking ass at http://google.adwords.com