ppc - best practice for pay per click advertising
DESCRIPTION
How to succeed with pay per click advertising - Custard's PPC Manager Lisa Weaver dispels myths surrounding paid search and outlines basic best practice for PPC management - as presented at the Marketing Minds Academy's November 2013 marketing seminar.TRANSCRIPT
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Pay Per Click
Lisa Weaver
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About Me
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WHAT IS IT?
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WHERE CAN WE FIND IT?
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RIGHT?.............
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WRONG!
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PPC – The Myths
X Appearing number one guarantees a profit
X Spending more money means better results
X Google is the only search engine worth advertising on
X Google is always right
X PPC advertising is a must for all businesses
X PPC costs too much and is a waste of time and money
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PPC can be profitable
Everyone should try PPC
You can pay less per click than the advertiser below you
PPC Marketing is easy – if you know how
PPC is only going to get bigger …… and better
PPC works!
PPC – The Truth
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HOW TO SUCCEED
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• Granularity is Key• Use Tight Themes in Set-Up• Write Compelling & Relevant Ad Copy• Use Ad Extensions/Sitelinks• Use Multiple Ad Types• Research & Test• The Future is Mobile • Think Integrated Search• Use AdWords Tools… With Caution!
PPC – Essential Elements
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Be Granular
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• Include keywords• Include a call to action• Create a sense of urgency• Use non-standard characters• Use numbers• Use punctuation• Focus on benefits• Offer proof/credibility• Use quotes• Ask a question• Make a strong offer• Use all available character space• Use extensions
PPC – Ad Copy
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• Location Extensions• Call Extensions• Sitelinks Extensions• Review Extensions• Offer Extensions• Social Extensions• App Extensions
PPC – Ad Extensions
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PPC – Enhanced Sitelinks
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Text
Display
Video/YouTube
MobileDynamic Search Ads
Product Listings Ads
Remarketing
PPC – Ad Types
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Traditional Pay-Per-Click Adverts
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PPC – Product Listing Ads
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PPC – Display/Remarketing Ads
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IT’S ALL ABOUT MOBILE
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PPC – The Mobile Journey
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PPC & SEO – Integrated Search
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PPC – Incremental Value
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• Keyword Planner• Display Planner• Conversion Tracking• Google Trends• AdWords Editor• Google Analytics• Opportunities Tab – Approach with caution!
PPC – Essential Tools
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• Test, test, test• Think granular• Use tightly themed adgroups and keywords• Understand what you can afford to pay• Carry out regular Keyword Research• Sign up to Google Places• Sign up to PPC blogs – Inside AdWords,
Wordstream, PPC Hero• Don’t be afraid to outsource
PPC – Top Tips
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OUTSOURCE OR IN-HOUSE?
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Cinderella Complex
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• The business remains in complete control of the campaigns
• You choose exactly who you want to run the campaigns
• Your PPC team will eat, sleep and breathe your brand
• Save on agency fees
PROS
• Agencies have close relationships with the search engines – does your PPC Manager?
• Being the only PPC’er can be an isolated experience
• The grass is greener for some people
• Multiple salaries as business grows
CONS
PPC – In house
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• Agencies have close relationships with the search engines
• Utilise a vast wealth of experience in all areas of marketing
• Your agency will become part of your team
• Agency fees are often less than a full time salary
PROS
• Will you always be the agency’s number one priority?
• How difficult will it be for them to understand your business?
• What if they just don’t perform?
CONS
PPC – Outsourcing
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• Don’t be afraid to hand control over to an agency/consultant
• Research prospective agencies thoroughly• Get multiple proposals• Know your available budget • Ask for recommendations from other business
owners• Look for the Google Partner logo
PPC – Outsourcing Process
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01772 425 951www.custard.co.uk