pay per click presentation 2008
DESCRIPTION
Explanation of how Adwords work with examples of OTEN and WSI campaign.TRANSCRIPT
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WSI - Google AdWords Campaign
Paul KingE-Marketing
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Advertisers specify “keywords” that trigger their adds
User’s search Google's search engine on www.google.com with relevant keywords
"sponsored ads" on the right side of the screen, and sometimes above the main search results appear.
Adwords Explained
Google Ads
Organic results
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Adwords Terminology
Term Explanation
CLICKS When a user clicks on an ad
IMPRESSIONS 1 impression for each time the ad displays
CTR (Click Through Rate)
Clicks divided by Impressions (3 clicks for 100 impressions = 3% CTR
CPC (Cost Per Click) Cost when ad is clicked
AVERAGE CPC Average Cost per Click overall
AVERAGE POSITION Average Ad Position on Google Search
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Target by Language Target by Location (Country, state, city, suburb)
◦ Target by any location from minimum 10 Kilometre radius.
◦ WSI Campaign settings
Targeting
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CTR is the amount of clicks on an ad divided by Impressions (how often the ad displays)
What is a good CTR ?
Google specifies a minimum of .05%.
CTR differs according to industry/business/area
However typical CTR’s range from 1% to 3%.
CTR - Click Through Rate
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Write Ads that will attract the readers attention◦ (Constantly testing and tweaking ads)
Relevant and optimised Keywords High Ad position WSI campaign is currently averaging
10.76%
How to achieve a good CTR ? (Click Through Rate)
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Keywords should be Relevant
Effective keyword lists should be built for each campaign
Keywords should be targeted and divided between AdGroups
Keywords should constantly be monitored and updated/deleted/paused.
Keywords
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Keywords
Example WSI Best Performing Keywords
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Each search page has 20 results (10 organic and 10 paid)
Users scan the page quickly, for related information and click on it.
All this happens in a matter of seconds The higher your ad position, this exponentially
increases your CTR
AVERAGE AD POSITION
What is WSI’s Average Ad Position ?
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The ordering of the ads depends on other advertisers' bids (PPC) and the "quality score”
The “quality score” is calculated by ◦ historical CTR click-through rates◦ relevance of an advertiser's ad text◦ keywords
Ordering of Ad’s
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Each industry has different CPC Rates
Some Higher some Lower, depending on:◦ popularity of Keywords◦ Size of Industry◦ How many others bidding
CPC is also dependant on “Quality Score”◦ The higher the CTR & Quality Score, the lower the CPC
◦ WSI Campaigns Average CPC so far: OTEN $0.87 WSI Uni $0.87 WSI Enrol $0.64 Average $0.77
CPC - Cost Per Click
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Ad’s are very short◦ Header; max 25 char, other 2 lines max 35 char
Ad’s need to◦ get users immediate attention with Header◦ be relevant to target page◦ Be relevant to keywords
Ad’s should constantly be tested against each other and finely tuned
Ad’s
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Ad examples - WSI Campaign
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A conversion occurs when a click on your ad leads directly to valuable user behaviour e.g. Enrolment/Course Enquiry etc
Identifies the effectiveness of AdWords Ads and Keywords
Example of use: How many enrolments to clicks (total cost of clicks per enrolment)
Conversion Tracking
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WSI – OTEN Results
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WSI – OTEN Campaign Results
Cost Per Click
Click Through Rate
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WSI (On to Uni) Campaign - Results
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WSI – Last Minute Enrol Campaign - Results
4,330 Users searching for a Specific Course or TAFECourse with targeted KeyWords from within WSI’s Geographical Area went through to WSI “Late Enrolment page” at a cost of only $0.64 per click
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Target Market is already looking for targeted courses (Keywords)
Only Targeting our own Geographical area
Proven evidence of results
We have the expertise to get peak results
Summary
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www.advertising.microsoft.com/ad-programs
www.adwords.google.com
www.google.com/adsense
www.sem.smallbusiness.yahoo.com/searchenginemarketing/
References