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Are you thinking of starting a pay-per-click campaign? Do you feel the need to understand PPC better in order to get the most out of your online marketing? In this two part webinar series, we will answer some common PPC questions, and also highlight common mistakes you can easily avoid.
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HOW TO PPC Part 1
AGENDA
WHAT IS PPC? PPC vs. SEO? WHO SHOULD USE PPC? BUDGET CONSIDERATION OUTSOURCE OR INTERNAL MARKETING?
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WHAT IS PPC? “Pay per click (PPC) (also called Cost per click) is an Internet advertising model used to direct traffic to
websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked. With search
engines, advertisers typically bid on keyword phrases relevant to their target market.”
Success with Adwords ( Video)
+AdWord Structure Example
+How Does Google AdWords Work ?
THE SEARCH
John searches for “rentals in Boston area”
ADS ARE SORTED EVEN MORE
From that set of matching ads, the system ignores any that aren't eligible, like ads that target a different country or are disapproved.
ADS ARE SORTED THROUGH
The AdWords system finds all ads whose keywords match that phrase “rentals in Boston area" closely enough.
+How Does Google AdWords Work ?
ADS ARE ORDERED
The ads are shown, ordered on the page based on a combination of bid amount and quality (we call that formula Ad Rank).
PROCESS IS REPEATED
ADS APPEAR!
John sees a rental site he likes and emails them !
ROI SEO 40% PPC 22% SEO although a long process, the return on investment continue to climb
PPC has instant results. It takes much longer to rank higher in Organic results
+SO WHY PPC?
PPC & SEO working together produce more results
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WHO SHOULD USE PPC ? High Customer Lifetime Value High Margins Seasonal or event based value New Website Launch New Local Office Launch
+Budget considerations
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Lets Crunch Some Numbers!
$500/month (budget) /$1.50 (CPC) x 1.5% (conversion rate) x $1000 (average sale amount) = $3,750 (net revenue)
Budget/ CPC x Conversion Rate x Avg. Sale Amount = NET REVENUE
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OUTSOURCE OR INTERNAL MARKETING? Definitely Outsource Low Traffic /Low Conversion Don't have internal capability
Hire for setup or Do it yourself You are planning on monitoring the PPC account
yourself You have a marketing department that can pay close
attention to the PPC account Seasonal campaigns
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