grow your business with ppc advertising

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Efficiently, effectively & successfullyGrow your business with PPC

Adam StevensPPC Manager


The PPC opportunity

93% of online experiences start with a search

40,000 searches every second on Google

80% of all Google searches contain an AdWords ad


Google generated over $55bn from PPC in 2014

For every $1 spent on Adwords $2 is made by the advertiser

Google Adwords


“A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked”

What is PPC?


The Search Engine Results Page(SERP)

Shopp

ing

SEO


3 Steps to Efficient, Effective & Successful PPC1. Take control2. Stand out!3. Don’t set & forget


Step 1: Take control


Understand search intent

Who to target?

DiscoveryResearch

Action


Pick the correct keywordsWho to target?


Pick the correct keywordsWho to target?

Exact Match

Phrase Match

Broad Match Modified

Broad Match

Control

Volume


Pick the correct keywords

Who to target?


When are your customers most active?

When to target?


Where are your customers most active?

Where to target?


Most popular device among your customers?Where to target?


You now have control over:

• Who

• When

• Where


Step 2: Stand Out!!


Research your competitors ads

Stand Out!• Price

• Giveaways

• Star ratings

• Delivery service

• Stature


Highlight your strengthsStand Out!


Make it easy for your customers to get in touchStand Out!


Step 3: Don’t Set & Forget


What metrics to optimize towards?Avg. Position


What metrics to optimize towards?Google’s golden triangle


What metrics to optimize towards?Conversion & Bounce rate


Quality score

Quality Score

Ad Relevanc

e

CTR

Landing Page

What metrics to optimize towards?


Quality Score CPC Paid10 Discounted by 50%

9 Discounted by 44%

8 Discounted by 38%

7 Discounted by 29%

6 Discounted by 17%

5 Google Benchmark

4 Increased by 25%

3 Increased by 67%

2 Increased by 150%

1 Increased by 400%

Quality scoreWhat metrics to optimize towards?


Quality scoreWhat metrics to optimize towards?

1.Are your ads as relevant as possible?

2.Is your landing page as relevant as possible?

3.Are your keywords correct?


Any questions?Thank you


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