Published on October 8, 2009
ALL ABOUT PPC
Presented by: Greg Meyers
OVERVIEW What is Pay Per Click Advertising What is the difference between Free and PPC Meet The Search Engines Common PPC Myths How PPC Complements Offline Advertising About Google Adwords PPC Best Practices Elements of Google’s Quality Score Text Ad/Creative Testing Web Analytics Certifications that are available How has it changed over the years2
What is Pay Per Click Advertising
What is the difference between Free and PPC
Meet The Search Engines
Common PPC Myths
How PPC Complements Offline Advertising
About Google Adwords
PPC Best Practices
Elements of Google’s Quality Score
Text Ad/Creative Testing
Certifications that are available
How has it changed over the years
WHAT IS PPC? Well - it stands for Pay Per Click Advertisers pay for every click on their ads in the sponsored results sections It is an intelligent-based auction that relies on best practices to reach new visitors and convert potential customers Search Marketers also have the option to do PPA (Pay Per Action), CPM (Cost Per Impression) 3
FREE vs. Paid Search 4
MEET THE SEARCH ENGINES This chart represents the search engine share in the United States for August 2009, showing Google at 67%, while Yahoo and Bing are a distant 2nd and 3rd.. –SearchEngineWatch.com/Nielsen MegaView Search5
This chart represents the search engine share in the United States for August 2009, showing Google at 67%, while Yahoo and Bing are a distant 2nd and 3rd.. –SearchEngineWatch.com/Nielsen MegaView Search
COMMON PPC MYTHS Ranking #1 in a PPC Listing is always the best place to be. NO! You have to buy your way to the top of the engines. NO! A good CTR (Click Thru Rate) means a good campaign. NO! You should have lots and lots of keywords? NO! Quality Score is based solely on CTR% NO! Let me explain 6
COMPLIMENTS OTHER ADVERTISING Used as a Message Testing Center for Print, Radio and TV Complements TV and Radio Ads, as people migrate to search engines for more info. Using Geo targeting features, you can ascertain which DMA’s or even zip codes convert and which ones do not Still more affordable than TV, Radio and Print Gets new products to market before competitors 7
ABOUT GOOGLE ADWORDS Google AdWords was launched in 2000 In 2003 Google introduced site-targeted advertising In 2005 Google launched the Google Advertising Professional (GAP) Program Built on an Intelligent Auction - based around performance and relevancy which is called Quality Score. Agency Friendly – they offer what is called a “My Client Center” to handle multiple clients under one main account Google Grants helps Registered Non-Profits by offering FREE Google Advertising worth up to $120k/year. 8
ABOUT GOOGLE ADWORDS Has 3 Different Networks Search Network - Ads are targeted based on a user's search terms. Content Network - Ads are targeted based on content themes rather than specific keywords. Site Placement Network – Choose sites where you want your Ad to show Types of Ads Textual Ads, Banner Ads (8 different sizes), Video Ads, Mobile Ads Keyword Matching Options: Broad, “Phrase” and [Exact] 9
ELEMENTS OF QUALITY SCORE It’s always been the biggest mystery and has gone through countless changes and additions over the years, but we can safely say that Quality Score is comprised of the following: Overall CTR% Account/Click History Text Ad relevance to the keywords The relevancy of the keyword Group All keywords must be similar (ie. “Red widget” & “Blue House” in same adgroup is BAD) SEO Strength of the Landing Pages Looks for keywords in <title>, content, <h1>, etc.. Landing page load times If slow, Google does not like that 10
PPC BEST PRACTICES If running on content network, create a separate campaign as it’s more efficent for reporting and budgetary constraints. Keep Keywords to 10-20 keywords per adgroup. If you go over that amount, you will most likely need to create another adgroup. Be mindful of Keyword Matching - Ad Broad Match may drive up costs and lower CTR% (Quality Score). Make sure your top keyword(s) is in the Ad/Creatives somewhere. Try placing in Title of Ad. Make sure your landing pages are highly related to your adgroups. Make sure your landing page loads in a timely manner. 11
PPC BEST PRACTICES It’s all about creating very tightly defined Adgroups about a specific group of products or services. 12
WRITING PPC ADS Writing Ads is one of the most difficult parts of PPC. However, when writing them, it’s important to create many different messages to see which ones perform better. 13
WEB ANALYTICS FOR PPC Web Analytics gives the PPC Advertiser the ability to see the following: How their Ad Dollars are being spent What is working What is not working Where they need to improve. 14
BECOME GOOGLE CERTIFIED In order to try and get Google Certified, you MUST do the following:Manage at least one AdWords account (yours or someone else's) in My Client Center for 90 days. Build and maintain at least US$1,000 (or your local currency equivalent) total spend for your or your team's My Client Center account during the 90-day period. Pass the Google Advertising Professional Exam. We suggest that you take the exam after you meet the above requirements. However, you can take the exam at any time. 15
In order to try and get Google Certified, you MUST do the following:
PPC EVOLVED OVER THE YEARS In 1998 Goto.com (which was purchased by Yahoo and in 2001 was renamed Overture) was the first strictly auction based system where you paid your way to the top AdWords launched in 2000. Started out as their own PPC Agency, then realized they had to accommodate small businesses and those who wanted to manage their own campaigns, so Google soon introduced the AdWords self-service portal In 2003 Google introduced site-targeted advertising In 2005, Google launched the Google Advertising Professional (GAP) Program to certify individuals and companies who have completed AdWords training and passed an exam 16
Thank You! Trellian Keyword Discovery OFFER! Get 20% OFF Discount & FREE 20 Minute Tutorial www.igesso.com/KeywordDiscovery Greg Meyers– Founder, iGESSOInternet Marketing Phone: (610) 827-0121, Email: firstname.lastname@example.org Website: http://www.igesso.com Blog: http://www.semgeek.com DOWNLOAD ALL MY PRESENTATIONS: www.igesso.com/SearchCamp
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