Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing, including Google AdWords, how search engines determine ad placements, how to conduct keyword research, and developing an SEM strategy..

1. Fundamentals of
Pay-Per-Click Marketing
Larry Kim
Founder & CTO, WordStream
@larrykim

2. Today’s Agenda: How to Grow Your Business With PPC
1. Hands-on Introduction to PPC!
2. Understanding the AdWords Auction
3. Case Study on Remarketing
4. User Context and Mobile Search
5. Live AdWords Account Audit *
– OR: Tips For Writing Killer Ads
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3. About Me
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Larry Kim (@larrykim)
• Been doing PPC for 13 Years!
• Started WordStream 5 years ago.
• Raised 16M in VC Funding
• 70 People / ~1000 Customers
• Today the provider of The 20 Minute
PPC Work Week and The AdWords
Grader

4. Create a PPC Campaign

5. Today’s Mission:
Create a PPC Campaign
Login URL: http://adwords.google.com
Username: wordstream.intelligently@gmail.com
Password: wordstream

6. Review: Typical AdWords Account Structure

7. How AdWords Works

8. Understanding the AdWords Auction
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18. Relationship of Quality Score and Search CTR

19. Impact on Cost Per Conversion

20. Remarketing Case Study

21. Remarketing Case Study
of people who visit a website
leave without completing
the actions marketers want
them to take
96%
Your Ad
Your
Site
X-
of people abandon
their shopping cart
without completing a
purchase
70%

22. How Remarketing Works
Users who have
visited your web site
Bring them back to your
website

23. Google Display Network Reach in the US
23
92% reach across millions of sites, videos and devices
Adsense
publisher
network
• 204M visitors/month
• 92% of U.S. internet
users
• 317B impressions/month
• Hundreds of comScore
1000 sites
Doubleclick
ad
exchange
• Hundreds of premium
publishers, with
hundreds of millions of
ad placements available
every day
Google
O&O
proper:es
YouTube
•1B+ video views/day
•2nd largest search engine
•5% of all online time spent
Google sites
•Finance
•Blogger 8.1M
Display Network
Sites Games VideoFeeds MobileSocial media

24. Typical Reach of Remarketing…
1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them
frequently
Of
the
typical
remarke:ng
audience,
find
Reach
them
on
between As
they
visit
20
or
more
pages
on
a
typical
day
across
84%
…within
a
month
10-­‐18
days
…
or
more
out
of
the
month
5-­‐10
sites
…
of
which
all
pages
and
sites
have
ad
space
available
to
Google
Display
Network
buyers

25. Audience Definition Strategy
• Funnel and Product Based List Segmentation
25

26. WordStream’s Remarketing Ads
26
• Ads that both reinforce WordStream brand
while driving to a conversion!

27. Results after 18 Months
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28. Impact on Repeat User Rate
• New Visitor Rate Fell From 79.8% to 66.63%
• (Meaning, Visitors are Now Returning)

29. Impact on User Engagement
• Time on Site Increased from 1:33 to 4:35
(TRIPLED!!)

30. WHAT? HOW?
• 43 Million Ad Impressions in a typical month
• Cost Per Lead for Remarketing Campaigns: 10% Less
than our CPA for Google Search
• Site Conversion Rate up by 51%!!
• Display Ads = 50% of PPC Spend

31. Still Not Convinced?

32. Search + Remarketing = Your Secret Weapon
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33. Understanding User Context

34. Understanding User Context
• User Context
– Location
– Time
– Device
• Understanding
• User Context = Better ROI
• How is this different?

35. Key Bid Management Tools
• Day Parting
• Location Bidding
• Mobile Bidding
Adjust your bids based on location, time and device —
all within a single campaign!

36. Bidding via User Context
• Campaigns have bid adjustment factors for
Location, Time and Devices

37. Location Based Bid Management

38. Location Based Bid Management

39. Time Based Bid Management

40. Device Based Bid Management

41. Device Based Bid Management

42. Device Based Bid Management

43. Mobile Ads

44. Mobile Ad Extensions

45. Reflect User Context in Ad Extensions

46. Reflect User Context in Ad Extensions

47. Advanced Reports for Measuring Mobile ROI

48. New Phone Call Conversion Type

49. User Context: Key Takeaway
• Think about the User Context of your
customers – the time, location and device
used when purchasing
• Reflect User Context in
ad copy and bidding
strategy

50. Live AdWords Clinic

51. Free Account Audit*
One of a kind, free performance
grader
Deep analysis in 8 key performance
areas
Compares businesses to industry
benchmarks
Provides actionable recommendations
Biggest Insight: Big opportunities for
improvement
http://www.wordstream.com/google-adwords
Instant Report Card – On Demand

52. Thank You Intelligent.ly!
48
Contact Me:
Larry Kim (@larrykim)
lkim@wordstream.com

53. Course Title
Course Title
INSTRUCTOR NAME