2009 philly search camp all about ppc

17
ALL ABOUT PPC Presented by: Greg Meyers

Upload: searchcamp-philly

Post on 18-May-2015

440 views

Category:

Business


0 download

TRANSCRIPT

Page 1: 2009 Philly Search Camp All About Ppc

ALL ABOUT PPC

Presented by: Greg Meyers

Page 2: 2009 Philly Search Camp All About Ppc

2

• 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 years

OVERVIEW

Page 3: 2009 Philly Search Camp All About 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

WHAT IS PPC?

Page 4: 2009 Philly Search Camp All About Ppc

4

FREE vs. Paid Search

Page 5: 2009 Philly Search Camp All About Ppc

5

o 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

MEET THE SEARCH ENGINES

Page 6: 2009 Philly Search Camp All About Ppc

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

COMMON PPC MYTHS

Page 7: 2009 Philly Search Camp All About Ppc

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 competitors7

COMPLIMENTS OTHER ADVERTISING

Page 8: 2009 Philly Search Camp All About Ppc

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

Page 9: 2009 Philly Search Camp All About Ppc

Has 3 Different NetworksSearch 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 AdsTextual Ads, Banner Ads (8 different sizes),

Video Ads, Mobile Ads

Keyword Matching Options:Broad, “Phrase” and [Exact]

9

ABOUT GOOGLE ADWORDS

Page 10: 2009 Philly Search Camp All About Ppc

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

ELEMENTS OF QUALITY SCORE

Page 11: 2009 Philly Search Camp All About Ppc

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

Page 12: 2009 Philly Search Camp All About Ppc

It’s all about creating very tightly defined Adgroups about a specific group of products or services.

12

PPC BEST PRACTICES

Page 13: 2009 Philly Search Camp All About Ppc

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

WRITING PPC ADS

Page 14: 2009 Philly Search Camp All About 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

WEB ANALYTICS FOR PPC

Page 15: 2009 Philly Search Camp All About Ppc

15

In order to try and get Google Certified, you MUST do the following:

1) Manage at least one AdWords account (yours or someone else's) in My Client Center for 90 days.

2) 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.

3) 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.

BECOME GOOGLE CERTIFIED

Page 16: 2009 Philly Search Camp All About Ppc

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

PPC EVOLVED OVER THE YEARS

Page 17: 2009 Philly Search Camp All About Ppc

Thank You!

Greg Meyers – Founder, iGESSO Internet MarketingPhone: (610) 827-0121, Email: [email protected]

Website: http://www.igesso.comBlog: http://www.semgeek.com

DOWNLOAD ALL MY PRESENTATIONS: www.igesso.com/SearchCamp

Trellian Keyword Discovery OFFER!

Get 20% OFF Discount & FREE 20 Minute Tutorial

www.igesso.com/KeywordDiscovery