1 pay per click -maximise your web marketing 03.02.11
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Pay Per ClickMaximise your web marketing 03.02.11TRANSCRIPT
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Pay Per Click
Measurable return on investment
Roan Fair
Web Marketing Consultant
Intergage
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Today’s agenda…
• What is Pay Per Click advertising?
• Why is it important?
• Why should I use it?
• How does it work?
• How do I use it?
• Hints and tips
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What is Pay Per Click advertising?
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What is PPC? Ad auction
PPC
SEO
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‘Sit forward advertising’
• Users see your messages when they search
• ‘Sit forward’ advertising (PPC) – not ‘lean back’ (TV)
• Pay only when they click – not when they don’t!
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Why is Pay Per Click important?
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Why PPC matters
• Get to ‘Number 1’ immediately
• Beat the Google ‘sandbox’ that puts new websites on hold
• Find out precisely which adverts work – maximise your ROI
• Excellent testing ground for keywords – get free conversions
• Pause, unpause - control
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Why should I use Pay Per Click advertising?
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Maximise your ad ROI
“Half the money I spend on advertising is wasted…the trouble is, I don’t know which half.”
John Wanamaker (1838-1922), US department store merchant
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ROI benefits – get precise data
• Ads – test which ad messages work best
• Sales leads/enquiries – how many conversions, when, where, how often
• Which of your web pages are most persuasive, effective
• Find out exactly what works, what doesn’t – minimise waste
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Why should I use it?
• Stop wasting money! Boost your ROI
• Precise targeting – location, language, network, PC/laptop v mobile
• Understand your customers better, buying cycle, challenge assumptions
• Use data from PPC to get free leads/conversions with new web pages
• Improve the conversion rate of your existing web pages
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How does Pay Per Click advertising work?
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How does PPC work? Glossary 1
• Keywords – trigger your ads
• Ads – users click on them, go to your web pages
• Ad groups – ‘folders’ for ads, keywords
• Landing page – page where users ‘click’ to, where they arrive/land
• Impression – a showing of your ad
• Clickthrough rate (%) – clicks/impressions
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How does PPC work? Glossary 2
• Cost Per Click – how much you pay for each click
• Cost – your total cost
• Conversions – leads, enquiries, any desired action to be measured
• Cost/Conversion – how much each conversion/lead costs you
• Conversion rate (%) – conversions/clicks
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How does PPC work? Search, ad
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How does PPC work? Click to page
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How does PPC work? Engaging…
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How does PPC work? Conversion
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How does PPC work? Monitoring Conversions
• Clickthrough rate (CTR) – impressions v clicks
• Conversion numbers
• Cost/conversion
• Conversion rate
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How do I start using PPC?
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Where do I start?
• Start with your goals in mind
• Always keep them in mind!
• How much do you want to pay per lead/conversion?
• Beware small ticket items!
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Where do I start?
• Be relevant to search
• Find your keywords
• Google Keyword Tool
• List relevant terms
• User intent, buying cycle
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Keyword tool
https://adwords.google.com/select/KeywordToolExternal
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Set up campaign
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Set up campaign – beware defaults!
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Set up campaign – beware defaults!
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Create your relevant ad text
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Better ad text Poor ad text
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Hints and tips…
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Creating ad groups, keywords
• Two ads per ad group, split testing
• Use keyword in ad, preferably title, display URL
• Granularity…
Ad Group 1: Red WidgetsAd Group 2: Red WidgetAd Group 3: Buy Red WidgetsAd Group 4: Buy Red WidgetAd Group 5: Hire Red WidgetsAd Group 6: Hire Red Widget
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Creating ad groups, keywords
• Keyword granularity, matches…
red widgets (broad match)
+red +widgets (modified broad match)
“red widgets” (phrase match)
[red widgets] (exact match)
Negative keywords
-alert-alerts-shoe-shoes
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Budgets, bidding, quality
• Set daily budget(s), ringfencing
• Bids – impact on ad profitability
• Quality Score – What? Why? Benefits!
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Performance indicators
• Click Through Rate (CTR)
• Cost Per Click (CPC)
• Cost
• Conversion numbers
• Cost per conversion
• Conversion rate
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Always improve, optimise
• Test
• Adjust
• Run
• Test
• Adjust
• Run
• Test
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More hints and tips…
• Keep a ‘Captain’s Log’, diary your work, next actions
• Create PPC landing pages, optimise
• AdWords Editor
• Keyword, Ad Group Reports
• Search Query Reports
• Campaign (Impression Share) Reports
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Next steps
• Take what works with PPC
• Create more landing pages
• Get free clicks
• Improve your Quality Score to reduce Cost Per Click
• Use your keywords for SEO, digital PR, social media
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Your homework
Watch this video…
Google’s Hal Varian on Ad Auction, Quality Score, Cost Per Click
http://adwords.blogspot.com/2009/03/introduction-to-ad-auction.html