USING PAY-PER-CLICK MARKETING

PROFITABLYJeff Coleman

Internet Marketing Geek

Why PPC Marketing?

The Appeal Advertise only to people who are looking

right now for what you are offering Pay only when they click to show their

interest

The Challenge It’s easy to start a PPC campaign,

but it is not easy to make it profitable

Goals of This Class

Provide you with a basic understanding of PPC

Give you the tools to create profitable PPC campaigns for generating sales or leads

Guide you to resources that will allow you to take your PPC knowledge to the next level

Things You Will Learn

How PPC works How to build a PPC campaign properly

Keyword researchOrganizing keywords & building ad groupsWriting adsBidding strategiesLanding page optimization

How to measure the success of your PPC campaign

About Me

Why should you listen to me? Formal education: doesn’t matter

(Wharton School at UPenn if you care, but it really doesn’t matter)

On-the-virtual-street educationMillion dollar PPC campaigns that determined

whether a company was profitable or notDirector of Search for Geary Interactive –

oversaw 100+ campaigns at a timeLearned from Perry Marshall – e-books,

courses, in-person seminars

What is Search?

Keyword phrases Search engines (U.S. market)

GoogleYahooMicrosoft/Live/BingAsk

Search engine results pages (SERPs)

How People Currently Search Multiple keywords (2-5 words)

server backup solution

Product specific Panasonic cordless phone dect AT&T cl82359

Service and location specific san diego landscaper

Answering a question How do I re-finance my home?

Organic Search Results

Organic Search Results

Paid Search Results

The Dominant Search Player

• ~70% of searches in US and worldwide• >70% of PPC traffic• All about relevance• Figure out Google Adwords and the others

fall into place

Evolution of PPC AdvertisingThe Players GoTo/Overture - 1998 Google Adwords - 2002 Yahoo Search - 2003 Microsoft AdCenter - 2006 MicroHoo! (or is it YaSoft) - 2009

Evolution of PPC AdvertisingThe Mechanisms Pure CPC CPC plus CTR Quality scores

CTRLanding page/site

Pursuit of Relevance

The PPC (Google) EquationPPC x CTR x QS = Position PPC = Price per Click or Bid CTR = Click-thru Rate QS = Quality Score of Landing Page/Site Conversion Rate? Position = Where you are on the page

How Google Makes Money Relevant search results = more searches Make the most $ per 1000 searches Take a long-term view Keep searchers from wasting their time Why does this matter to PPC marketers?

“Tricking” Google is a short-term winAvoid the Google “slap” when changes are

made

Summary

PPC delivers customers at the time they are looking for your product or service

You only pay for interested customers – ones who click on your ad

Google is the dominant search engine PPC x CTR x QS = Position Relevance is key to good PPC results

Next Steps

Take the Quiz Choose a topic for your search

campaign Continue on to Week 1, Part 2 Additional Resource: The Definitive

Guide to Google Adwords by Perry Marshall (e-book) http://www.perrymarshall.com/adwords/