google pay per click advertising conf 0805 google... · google - adwords the golden rules relevancy...

Google Pay Per Click Advertising

Neil Gregory

9 May 08CEdMA Europe Conference

Google - $$$

AdSense Provides relevant

ads to visitors to

your site

You get paid

whenever anyone

clicks one of

these links


Google - $$$

Audio Ads – US Only

Checkout – online payment

processing

Print Ads – US Only

TV Ads – US Only

Local Business Centre –

Google Maps


Google - $$$

AdWords You create your ads

Choose keywords which are words or phrases

related to your business.


Google - $$$

AdWords


Google - $$$

AdWords - SPSS


Google - AdWords

Your ads appear on Google The more relevant your keywords the more targeted your

potential audience

Imagine that you are not you. You are your customer.


Google - AdWords

You attract customers


Google - AdWords

Google rewards relevancy Keywords

Landing Page

The more relevant your ad the less you pay per

click Badly written ads pay top dollar


Google – AdWords - Reports

Campaign summary



Campaign summary 1 Jan 2008 to 1 May 2008

As an example ROI purely on Google AdWords

costs and revenue generated

Total Revenue = £21,500

Cost = £2,377.08

ROI – 904%


Glossary

Clicks – (sometimes called a click-through) occurs when a user sees your ad and clicks on the title of your ad, leading them to your website.

Impressions - The number of times that a placement-targeted ad has been displayed to web users.

CTR - Click-through rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown (impressions) via Google search only.

Avg CPC - The average amount you'll pay each time someone clicks your ad.

Cost – Total Cost

Avg Pos - The average position in which your ad may be displayed.

Conv Rate - the number of conversions divided by the number of ad clicks.

Cost/Conv - The total cost divided by the total number of conversions. This measure gives you the amount spent per conversion.

Conversions - When a user completes an action on your site, such as buying something or requesting more information.



Reports,

reports and

more

reports


Google - AdWords – Dashboard

Dashboard

Dashboard - Google Analytics.pdf



Visitor – Benchmarking Business Services & Consulting sites of similar size



Visitor - Benchmarking


Google – AdWords – Case Studies

Lots on the web


Google - AdWords

The Golden Rules Relevancy – you pay less for a higher position and

rise up higher in the results

Qualified visitors – use your ad, let them know what

to expect, a call to action.

Money – optimise your daily budget and Cost per

Click – this takes time and expertise

It's not all about Google - it's about your website


Google - $$$

Website Optimiser is a tool for testing site content that enables you to

delivers improved website performance and results. Observe visitor behaviour

Increase conversions

Eliminate guesswork


Other PPC Advertisers

Yahoo, Search Marketing

Microsoft AdCenter

Ask


Google - AdWords

Discussion/Questions

google pay per click advertising conf 0805 google... · google - adwords the golden rules relevancy...

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