An Intro to PPC by Anthony Klokkou, North Kent B2B 2015
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Anthony's presentation from the North Kent B2B 2015 #DigiSessions. What is Pay Per Click advertising, and how could it benefit me? Anthony explores what PPC is, how it works, and how exactly it can be successfully optimised in order to maximise your ROI.
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An Intro to PPC by Anthony Klokkou, North Kent B2B 2015
- 1. Digital Marketing Essentials #gianttalks @anthonyklokkou An Intro to PPC
- 2. Your customers don’t go online anymore… They live online You can be there with PPC
- 3. What is PPC & how does it work?
- 4. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What is PPC? 4
- 5. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What is PPC? 5 - PPC = Pay Per Click - Pick words/phrases your customers are searching - Set what you are willing to pay per click & a daily budget - Create ads - Go live and review
- 6. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What is PPC? 6 - How much do I pay in the auction? - Google calculates your actual CPC (Cost per click) based on a number of factors - The key is to be thinking about: - Relevancy - Targeting - Goals Bid Quality Score Relevancy Click Through Rate Load Speed Competition
- 7. The benefits of PPC
- 8. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm PPC Strengths - Fast to setup - Flexible - Easy to learn… difficult to master - Huge amount of control - Be in the moment - Can be switched on or off - Google rewards relevance - It’s progressive 8
- 9. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm PPC Weaknesses -It costs per click and easy to spend a lot of money quickly -Google doesn’t really help you out in that regard -Lots to learn, it changes quite regularly -It can be competitive 9
- 10. Key Strategies & Optimisation
- 11. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Key Strategies 11 How to get clicks for Less?
- 12. Relevancy
- 13. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Key Strategies 13 Provide the user with a great experience Google will reward you The customers will reward you
- 14. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Key Strategies 14 £14 £15 £13 £12 £11 £10 £9 £8 £14 £15 £13 £12 £11 £10 £9 £8
- 15. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Key Strategies 15 Shoes ShoesAds Shoes adgroup Red shoes Red shoes Red shoes adgroup red converse trainers red converse trainers red converse trainers adgroup Landing page Keyword
- 16. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Key Strategies -Don’t ignore the other engines -Higher Conversion rates & lower CPCs -Build on Google -Expand to Bing/Yahoo -Chinese & Russian markets 16
- 17. Optimisation
- 18. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Optimisation 18 Ad 1 Ad 2 Traffic Increase relevancy with landing page & Adcopy testing Page 1 Page 2
- 19. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Optimisation -Adwords Editor -Offline management -Quicker and easier -Can back up the account 19
- 20. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm -Ensure you break the account out -Remove the poor performing bits -Allow more budget to go to the better performers 20 Average performance Good performance Bad performance Great performance Great performance Ok performance Best performance Best performance Best performance Best performance Stage 1 Stage 2 Stage 3 Stage 4 Optimisation
- 21. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm -SQR’s help you find new terms -What your customers are actually typing in -Improve relevancy 21 Optimisation
- 22. -Relevancy is critical -As is the account structure -Landing pages & copy testing -Search Query reports & data -Think about your customers motivations
- 23. Thank you for listening Any questions?
- 24. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Next Talks -Next talks today -Making the most of a Responsive Site - 2.40pm -An Intro To Pay Per Click - 3.20pm -Further events -Get social Kent 29th October at Canterbury College -GIANT talk 17th November at Hazlitt theatre, Maidstone 24
- 25. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Giant Talks Our next GIANT talk is… 25 It’s FREE!WHEN? Tuesday 17th November, 9:00am - 12:00pm WHERE? The Exchange Studio, Hazlitt Theatre, Maidstone Limited spaces, book by speaking to one of us or email: robyn@sleepinggiantmedia.co.uk