how to set up a ppc account - nov 2012
DESCRIPTION
This is a presentation I did at Online Marketer in Melbourne, Australia. November 2012 to some beginners. It covers a brief history of PPC and how to set up a PPC account from scratch as well as optimising tips once you're up and running.TRANSCRIPT
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The Future of Search
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How to kick-start a successful paid search advertising program
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Today
Ok, so today I’m going to cover:
•Overview •Planning•Building•Optimising
Sounds simple doesn’t it…
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Overview
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PPC is born - 1997www.Goto.com founded. It’s the world’s first Pay Per Click search engine.
At first there were tumble weeds… but in 2003 they were purchased by Yahoo for $2.2 Billion.
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Google gets in on the act
In 2000 they rolled out Google Ads to just 350 advertisers.
Google Ads were heavily based on the GoTo.com & Overture.com model.
By 2002 they created a self serve platform to match Overture functionality.
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In 2005‘Overture’ was rebranded to ‘Yahoo Search Marketing’ or YSM.
YSM Ads were shown on MSN.com & Yahoo.com
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Content networks beganGoogle AdSense launched…
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2006 - Microsoft joined in
MSN adCenter was born.
In June 2006, the contract between Yahoo and Microsoft had expired, so they had to do something to fill the gap.
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2006 – Google bought YouTube
Cost?
$1.65 Billion
Today, YouTube is the world’s second biggest search engine and it makes a lot of money from advertisers (about $4 Billion Per Annum)Good move Google!
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Today
In Australia its:
Google Ads with approx 90% market share and YSM with about 3 – 5% market share.
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Today
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Google AdWordsGoogle AdWords has evolved into a BIG product. Your Advertising options include:•Text Ads •Banner Ads•Video Ads•Mobile Ads•Remarketing Ads
• Google Image Search Ads
• Google Product Ads
• Google Places Ads
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Google Remarketing
I always get asked this, so just to explain…
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Planning
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Planning is key
No matter what platform you use; Google, Bing, YSM, PLEASE plan first.
Right message, right time, right person, right place = $$$.
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Planning a campaignAnswer the following questions:
•“What do I want to advertise?”•“Where are my customers?”
and most importantly
•“How much can I afford to spend on clicks to earn each sale?” (ROI)
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Planning a campaign - HolisticTake a holistic view too, it’s not just about the campaign you build within your AdWords Account
AdWords has a system called the AdWords, ‘Quality Score’.
This is a score between 1 and 10 assigned by Google to each keyword in your account. Higher is better.
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Planning a campaign – Quality ScoreKeyword Quality Scores are mainly influenced by:
•The landing page relevance to your Ads and your keywords
•Keyword relevance in your Ads
•The Click Through Rate on your Ads.
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Planning a campaign – Quality ScoreCritical Tip!
Optimise your landing pages for the keywords you’re bidding on.
Think about people and what they’d expect/want to see when they click your Google Ad.
Do not create Campaigns and send everyone to your home page!
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Planning a campaign – structureCampaign: Brand
AdGroup: Brand & MisspellsCampaign: Women’s Ugg Boots
AdGroup: Women’s Ugg BootsAdGroup: Women’s Tall Ugg BootsAdGroup: Women’s Mid Ugg BootsAdGroup: Women’s Fashion Ugg Boots
Campaign: Men’s Ugg Boots AdGroup: Men’s Ugg BootsAdGroup: Men’s Tall Ugg BootsAdGroup: Men’s Mid Ugg BootsAdGroup: Men’s Fashion Ugg Boots
Campaign: ProductsAdGroup: Product 1AdGroup: Product 2AdGroup: Product 3
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Building
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Building a campaign - StartingIf you’re a beginner, start ‘lean’ and begin with a simple text Ad just showing on Google Search Engine results:
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Building a campaign - Starting
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Building a campaign - Starting
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Building a campaign - CampaignYou can change the name later if you want…
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AdGroup settings
Next, build your first AdGroup & Google Ad!
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Keywords
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Keyword research tips• Use Google’s suggested search terms for keyword
research – people use this a lot. People are lazy.
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Keyword research tips• Try using Google’s keyword tool… (but trust me,
suggested search is better)
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Anyway… You’re done.You’ve just created your first simple Google Ad and within about 10 minutes you’ll see impressions and (hopefully) clicks on your Ad.
Congratulations.
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Google Display AdsGoogle Display Network (GDN) has over 1 Million Partner websites you can show your ads on.
Contextually & Managed.
Example:
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Google Display Ads
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Google Display AdsYour Text Ads can also show up around Gmail, and thousands of blogs, forums news sites etc.
Banner Ads show up everywhere too, from YouTube, slideshare.com and blogs to forums etc…
Great for Branding, but also sales…
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Google Display AdsTo create Display Ads its pretty much the same process as creating text ads but instead of selecting ‘Search Network Only’, create a new Campaign which only targets ‘Display Network Only’.
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Google Display AdsName this Campaign; “Women’s Ugg Boots – Display” – you’ll have more control over daily budgets, geographic targeting etc...
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Google Display Ads – Banner creation
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Conversion Tracking - ROI
Knowing how much you’re spending and how much you’re making is kinda useful I reckon.
Luckily Google AdWords makes figuring this out reasonably easy.
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Conversion Tracking - ROI
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Conversion Tracking - ROI
To set this up in your account (…and it’s a very similar process in YSM and Bing Ads – remember them?), …click the ‘Tools and Analysis’ Tab:
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Conversion Tracking - ROI
Click + New conversion…
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Conversion Tracking - ROI
Conversions can be things like successful form submissions, a purchase, a newsletter sign ups etc etc.
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Optimising
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Ad Copy
Writing Effective Google Ads isn’t easy and takes some practice.
•25 Characters Heading•35 Characters Description 1•35 Characters Description 2•35 Characters Display URL
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Ad Copy
1.Try and get your USP as a benefit into your Ad
Olay: “You get younger-looking skin”Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”FedEx: “When your package absolutely, positively has to get there overnight”
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Ad Copy
2. Include your keywords & USP.
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AdWords Editor
Tip, download AdWords editor. It’s a fully featured desktop version & much faster!
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Keyword details
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Keyword details
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AdWords Ad Extensions
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Tools
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Tools & Resources
http://www.google.com/intl/en/adwordseditor/ AdWords Editor
http://adwords.blogspot.com.au - Google AdWords Blog
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Questions?To contact me (Chris Thomas) personally
• E: [email protected]• T: @reseo
• P: 03 9415 2383• M: 0414 986 957
• W: www.reseo.com