google pay per click (ppc) workshop, irun business intelligence
DESCRIPTION
Online Workshop presented by IRUN Business Intelligence on Google Adwords, Pay Per Click MarketingTRANSCRIPT
Welcome to IRUN WorkshopsFor the benefit of all attendees please could you follow the
guidelines below.
Reducing background noise…• If possible please can you mute your phone. If you are using a
headset you can mute the online audio by right clicking on the handset symbol against your name in the list of attendees.
• If unable to mute please keep background noise to a minimum.
If you are experiencing the following problems please close the call and reconnect;
• You are unable to connect to the meeting• You cannot see the presenters screen• You cannot hear clearly.
There will be a Q&A sessionduring the final 10 minutes
IRUN Workshops
Our objective is to improve your knowledge across a
range of internet / business development topics.
This is intended to help you to make informed decisions
when engaging with your chosen supplier or raise
confidence if choosing to tackle ‘in house’.
Every Thursday: 9.30am.
About IRUN…
Work with companies, clubs and charities of all sizes
throughout the UK.
Local teams throughout the UK.
Provide a full range of business development / internet
marketing applications.
www.irunsolutions.co.uk
IRUN Workshop Series
Build & Manage Your Own Website
Website Design
Writing Effective Website Copy
Website Marketing
Search Engine Optimisation
Pay Per Click Advertising
Website Analytics
Contact Systems / Email Marketing
FREE to attend
every week
Thurs @ 9.30am
A request…
Please let us have your feedback.
If you feel able please let us have a testimonial.
Delivers a link back to your own website.
If you feel it is valuable please invite 2 other
people to attend a future workshop.
You are welcome to attend future events.
Testimonial example…Brilliant! By implementing the ideas and suggestions from the IRUN Pay Per Click workshop we have reduced our costs by 45% and now have much more targeted traffic to our website. Combined with the understanding of how we can use Google Analytics to monitor our websites performance I feel much more in control of our website and online marketing activity. It was also reassuring to know that a lot of the ideas I wanted to implement on the 'The Nice Cream Company' website were sensible and should help increase our rankings within Google. I now feel that when I sit down with our web designer he won't be blinding me with science and I will have an understanding of what I need and what is achievable. Thanks again!"
Nicola & Fay, The Nice Cream Companywww.nicecreamcompany.com
1. Lead Generation
- generating additional sales enquiries - prospects
2. Conversion
- turning more prospects into - paying customers
3. Customer Retention
- strengthen customer relationships - reduce attrition rates
4. Penetration, Up-sell, Cross-sell
- Maximise sales to existing customers - make more profit
5. Business Process
- Streamline to increase service or cut costs
Your biggest challenges…
Consider this…
76% of businesses with a web presence claim
to get no commercial benefit from their
investment.
‘Cost’ vs ‘Investment’
No web presence
Out of date website
Online listing
‘Static’ brochure site
Professional copy
Interactive website
Organic optimisation
Paid for Traffic
Optimised solution
Integrated solution
BUSINESSCOST
BUSINESSINVESTMENT
Pulling traffic to your site
Google Adwords Search Engine Optimisation Other PPCs E-mail promotions Affiliates Banner ads Press releases Direct Mail Print Advertising
Why ‘Pay Per Click’ Pay only when searcher clicks on your listing and
connects to your site (not each impression unless you chose on the content network).
Requires no changes to website.
Quick to implement.
Cost can be controlled.
Timing: Google AdWords ads engage potential customers at precisely the right moment — when users are actively searching for information related to your business. Your AdWords ads ensure that your website is only a single click away.
Lets Get Started – what do I need to consider? Website Objectives What Keywords Creating your Google Account How do I construct my advert How Do I construct my campaigns What about the Landing Page
Website Objectives… (Goals)
Download a brochure
Sign-up for a newsletter
Subscribe to a mailing list
Request a product sample
Book a sales consultation
Purchase a product
Book a serviceSales
Leads
Prospects
Suspects
Web Page
Planning & PreparationUnderstanding the language
Keyword Research is THE most important thing to do when starting a PPC Strategy.
If you keywords are too broad, it will cost you a lot of money. The cost per click (CPC) will be incredibly high compared to that of a more descriptive relevant keyword.
Don’t create a long list of poorly targeted keywords – don’t think broad is better, its better to identify a specific niche
– You must get targeted traffic that
you can convert
Keyword Matching Options
Broad Match - This is the default option. If you include general keyword or keyword phrases (such as tennis shoes) in your keyword list, your ads may appear when users search for tennis and shoes, in any order, and possibly along with other terms. For example, your ad may appear for the queries buy tennis shoes and tennis sneakers but not tennis players.
If you always use a broad match you’ll be creating a higher CPC for yourself as they are less targeted words and your
Google rank will be low, its not always the best or only option
Source: Google
Keyword Matching Options
Phrase Match - If you enter your keyword in quotation marks, as in "tennis shoes", your ad will be displayed when a user searches on the phrase tennis shoes, in this order, and possibly with other terms in the query.
In this case, the search can also contain other terms as long as it includes the exact phrase that you have specified. For example, your ad may be displayed for the queries buy tennis shoes and tennis shoes store but not shoes for tennis.
Source: Google
Keyword Matching Options
Exact Match - If you surround your keywords in brackets, (such as [tennis shoes]) your ads will be displayed when users search for the specific phrase tennis shoes in this order and without any other terms in the query. For example, your ad will not be displayed for the query red tennis shoes. Although you will not receive as many impressions with exact matching, you will likely enjoy a higher click-through rate, because users searching for these terms are typically looking exactly for what you offer.
Source: Google
Keyword Matching Options
Negative Keyword - You can use negative keywords to weed out irrelevant searches. To specify a negative keyword, place a negative sign (-) before the keyword. If your keyword is tennis shoes and you add the negative keyword -cheap, your ad will not be displayed when a user searches for cheap tennis shoes. You can apply this option for a keyword at both the Ad Group and campaign level.
Do seriously consider using this option, it prevents a lot of unwanted traffic coming to your site
Source: Google
Creating an account
You will need to provide an email address, password and billing details i.e. Credit Card number.
You will be billed for a £5.00 (UK customers) initial setup fee.
Google will then bill you regularly once your ads start attracting clicks.
Further help can be obtained from the Google Adwords home page.
Specify your ‘Daily Budget’
You can define the amount you wish to spend per day.
You can define how Google will display your ad, time and geography.
If you set your budget too low your ads will not always be visible.
Create Your ‘Ad Groups’
Define your keywords, create your ad copy and decide on the maximum amount that you are willing to pay for each click.
If your keywords are too generic and not well targeted you can quickly spend a lot of money for little return.
Get it right and you could be reaching thousands of
targeted customers in less than an hour.
Building The Adverts
Google’s policies
There are a whole raft of rules that you have to keep to when
building the ad. But don’t worry most are immediately
apparent and if you fall foul, you are told and can make the
necessary changes (superlative claims – we are the best,
competitive claims – product superior – all text in CAPITALS)
Call to Action
Making the adverts work is the next issue….
Creating your advert
Keyword relevance to Advert – do inject your keywords into the advert and make sure every word starts with a Capital Letter.
Advert relevance to Landing Page – do make sure the visitor can understand exactly what to expect when they click on the Ad
Landing Page relevance to Keyword – don’t send them to your home page, the landing page must contain what they expect
Don’t create just a single ad group, make sure you have multiple ones
Splitting Up the Keywords – for example
Ad Group 1
• Hockey Sticks• Field Hockey Sticks• Junior Hockey Sticks• Hockey Sticks for Sale
Ad Group 2• Hockey Gloves• Junior Hockey Gloves• Hockey Glove• Hockey Glove for Sale
So you can see very quickly how your ad groups will multiply, if you were a sports shop you would then complete this process for football, tennis, rugby etc.
Targeting the Campaigns
Geographic Targeting
You can target a Google campaign to just about any geographic
area in the UK you want. (or outside of the UK if you want – in
almost any language)
Keyword Targeting
By including a town / city name like Oxford in a keyword phrase,
you can show the ad to all of the UK
The Search and Content Networks
The Search Network
This is formed by the Search Engines Google, AOL, Ask and
some other minor partners.
The Content Network
These sites are sites that allow Google to display ads, the exact
ads being shown being decided upon by Google (they examine
the sites content)
Placement Targeting : you can chose the websites you want your
ad to appear on the benefit is Reach customers early in the
advertising cycle, with ads designed to increase awareness or to
promote a brand
Have multiple Adverts for Each Group
Do make use of Adserve Your ads will rotate if you have multiple ads within an ad group in 2 ways
Optimise - Optimized ad serving delivers ads with higher
clickthrough rates (CTRs) into the ad auction more often than other ads in the ad group - your ad group will likely receive more impressions and clicks overall
Rotate - Rotated ad serving delivers ads more evenly into the
auction
Popular Internet Terms
3 page guide–Free PDF Download
Complex Words–Simple Definitions
www.bb-elec.com
Popular Internet Terms
Complex Words–Simple Definitions
3 page guide–Free PDF Download
www.bb-elec.com
0.1% CTR, (Click Through Ratio)
3.6% CTR
36 x the response rate
What’s the difference, which works best
Landing Pages
These are the key to success…
With organic listings, it is the Search Engines that decide which page of a site the user is going to be delivered to.
But with PPC you can decide and build pages that are really very specific and targeted.
Getting Clicks for Less – Your Ad Rank
Understanding the Google Quality Score System (0ver 1000 impressions)
Keyword relevance to Advert – do inject your keywords into the advert and make sure every word starts with a Capital Letter.
Advert relevance to Landing Page – do make sure the visitor can understand exactly what to expect when they click on the Ad
Landing Page relevance to Keyword – don’t send them to your home page must contain what they expect
Max CPC - CTR % Rate - Campaign History
Analytics
Analytics are the key to understanding what is really going on.
Once you have established an Adwords account you can access the Google Analytics tracking code to add to your website. Do create Goals in your analytics so that you can gauge your success
Bear in mind…
Relevance: Search – Advert – Landing Page – Content – Action!
Avoid general or non productive keywords.
Consider a keyword management service.
Do you really need to be Number 1?
Compulsive ‘clickers’ can run up the costs.
Watch out for ‘click fraud’ and report it.
Pay Per Click
Potential to drive traffic to your site in a matter of minutes.
Pay only if a ‘prospect’ actively engages with your advert.
Can be extremely cost effective.
Needs to be actively managed.
As a bought in service.
Keyword research
Campaign set-up
Click costs
Management fees
Google offers
IRUN Workshop Series
Build & Manage Your Own Website
Website Design
Writing Effective Website Copy
Website Marketing
Search Engine Optimisation
Pay Per Click Advertising
Website Analytics
Contact Systems / Email Marketing
FREE to attend
every week
Thurs @ 9.30am
Request
Please let us have your feedback.
If you feel able please let us have a testimonial.
Delivers a link back to your own website.
If you feel it is valuable please invite 2 other people to
attend a future workshop.
You are welcome to attend future events
Want to know more about the IRUN opportunity?