PPC Training [Basic]

Objective

To understand the fundamental elements and best practices involved in 

pay per click marketing (PPC).

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What is PPC?

Pay Per Click (PPC) allows advertisers to deliver traffic to their website(s) by bidding on their selected key phrases. Ads (known as Sponsored Results) appear in the major search engines based on ad spend / budget and quality score.

Some metrics to follow to determine PPC campaign success are high click through rates and high conversion rates.

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[BONUS] How to explain PPC to your parents?

It's like the Yellow Pages, but online. Companies pay to serve advertisements to people doing searches for keywords that are relevant to the advertiser's business.

Why is PPC Necessary?

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Quickest andmost consistent

way to drivetargeted traffic.

Creates brand exposure

Allows for valuable campaign testing

Where are PPC Ads Shown?

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What are the Key Elements?

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Campaigns Ad Groups

Ads Key Phrases

How Does PPC Work?

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What's Involved in PPC?

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Keyword Research Landing Page Creation

Ad Creation Campaign Setup

Testing Optimization

What's Included in....?

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Keyword Research

• Keyword discovery• Keyword analysis• Keyword competition• Keyword selection• Keyword click cost budgeting

What's Included in....?

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Landing Page Creation

• Placing strong, clear calls to action• Creating a user-friendly experience• Including relevant content• Incorporating privacy and trust support

What's Included in....?

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Ad Creation

• Tying in landing page calls to action• Using clear, concise verbiage• Making the ad stand out• Working in the right key phrases

What's Included in....?

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Campaign Setup

• Proper ad group structuring• Setting the necessary network settings• Setting the desired budget / delivery settings• Using geo-targeting• Using conversion tracking• Preparing reports and alerts

What's Included in....?

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Testing

• A/B testing of ads and landing pages• Multivariate testing of ads and landing pages

What's Included in....?

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Optimization

• Adding / pausing key phrases• Adding / pausing ads• Implementing landing page improvements• Creating new campaigns and ad groups• Incorporating new calls to action and landing pages

What's in the Future for PPC?

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• Ads will need to be more creative to stand out• Quality score will hold importance• Effective landing pages will become mandatory,

not suggested• Per click / per impression costs will continue to

rise• Sponsored results will continue the most

prominent positions in SERPs

Stay Connected

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