Check here how SEO and PPC works and is differenciated. Get the full details about PPC and its components, how campaigns work, keyword research, writting ad, maintaining ads and much more. Find more information about PPC and SEO here at http://www.promomasters.ch/.

1. Improve your website’s traffic
Make Google AdWords
More Effective

2. Why pay more?
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3. Google SERPs for the query “coffee
makers"
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4. Organic results
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5. Paid search results
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6. Criteria for evaluating the
effectiveness
of the campaign
• Costs
• Time factor
• Predictable results
• Handling campaign
• Technical aspects
• Amount of traffic
• Quality traffic
• Value for brand promotion
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7. The benefits of search engine
optimization
• The trust of users
• Economic feasibility
• Constant costs
• Brand development
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8. Disadvantages of
search engine optimization
• Unpredictable results
• Algorithm of SAR
• Long duration of process
• Technical complexity
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9. Advantages of contextual advertising
• Predictable results
• The simplicity of the
• Speed of achievement
• Flexibility
• The ability to automate
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10. Disadvantages of PPC advertising
• High competition
• The high cost of
• The favoritism of the big players
• The complexity of managing large campaigns
• Lost opportunities
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11. Two Areas of a Web Business
Traffic
&
Conversion
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12. Tracking!!!
• The Number One Mistake That Beginners Make is that they do not
Track / Measure / Record their progress!
• There is no guess work in a good Internet Business.
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13. The Customers Conversation
• What are your customers fears, expectations, desires, requirements,
experiences etc?
• You need to think about the consistency in the story you are telling,
from your keywords to your ad to your landing pages to your product
to your email series to other future products you market.
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14. Why Google?
• Turned Marketing Around
• Biggest and Best PPC Network
• Only PPC where the results are instant
• Google Rewards Good Advertisers!
• Isn’t it too Competitive?
• BEST WAY OF TESTING AND MEASURING
 Should I use Other PPC Services Such as Yahoo and MSN?
• Yes, only when you are profitable.
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15. Where Can We Advertise with AdWords?
• Almost Anywhere on the Internet – The Google Network Reaches
87% of Internet Users
Divided into Two Areas:
1. Search Network = Search Engines and Partners
• Google, Ask, AOL, Netscape, Earthlink, Compuserve, AT&T and any
website that puts a Google Search Tool!
1. Content Network = Other Peoples Websites
• Gmail, Lycos, About, New York Times, HowStuffWorks.com, Food
Network, InfoSpace and ANY WEBSITE RUNNING ADSENSE ADS
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16. AdWord Basics
• Write an Ad For Our Product or Service
• Tell Google Who to Show Our Ad To (Keywords)
• Tell Google Where to Show our Ad (Geographic Area, Time of
Day, What Part of the Internet etc)
• Tell Google How Much We are Willing to Pay Each Time Someone
Clicks on Our Ad
• Google Provides Us With Some Traffic
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17. Fundamental AdWords Terms
o Imp = Impressions = Number of times your ad is displayed
o Clicks = Number of Times Your Ad is clicked on
o CTR = Clicks/Imp = How efficient / appealing your Ad is
o CPC = Cost Per Click = How much you pay for each click
o Quality Score = Google’s Measure Of The Quality of Your Whole
Marketing System from a Customers perspective
o Position = Position in which your Ad is Displayed
o Keywords = The words/phrases that relate to what your customers
are searching for
o Conversion = The action or response that you want your visitors to
your website to do (Your Choice)
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18. What are the Goals?
1. As Much Quality Traffic
2. For The Lowest Price Possible
3. With The Least Amount of Work!
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19. Why Structure Is Important?
What do we mean by AdWords Structure?
This is how you organize your Campaigns, Ad Groups
In an ideal (timeless world) we would have each keyword managed
separately – This is not practical!
2 Principal Goals
• Make it easier to Manage
• Make it easier to Measure
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20. What are Campaigns?
Campaigns are the Largest Group within an AdWords account.
For Each Campaign we can adjust:
• Daily Budget
• Geographic Targeting
• Which Networks we display our Ads on
• Times of the Day the Ads are displayed
Our Suggestion - Use Different Campaigns for:
• Different Niches, Different Countries/Areas, Different Parts of Google
Network
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21. What Are Ad Groups?
Ad Groups are sub groups of Campaigns
For Each Ad Group you have:
• A group of Keywords
• A Specific Ad or Ads
• Destination URL = Landing Page
• Default Max CPC
Use Ad Groups for like minded search terms
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22. Selecting the Correct Keywords
We need to tell Google what topics/search terms should Trigger Your
Ads to Display
Your Initial Link to Your Customer
The Wrong Keywords = The Wrong Customers
Use the Keyword Planner
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23. Keyword Matching
You cannot put every single different keyword into Adwords. Google helps us by
matching our keywords to customers search terms, but we need to tell them how we
want it done
[tennis shoes] = Exact Match (An exact term)
• tennis shoes is the only search term possible
“tennis shoes” = Phrase Match (A Phrase)
• Example: red tennis shoes or Nike tennis shoes or tennis shoes for women
tennis shoes = Broad Match (Any Related Search)
• Example: shoes for tennis or tennis trainers or tennis shoe
-Children = negative match (Campaign or AdGroup Level)
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24. How to Implement?
• Use negative keywords to get rid of irrelevant or undesirable customers
• Use all three match types on all your keywords
• Each will produce a different quality of traffic, then adjust your bid price
for each keyword so that they are all independently economical.
• Some will not be economical – Delete them
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25. Why is CTR so Important?
Your CTR is one of the most important factors in determining the success of
your AdWords campaign!
Why? - It determines how much money Google gets paid!
Google Likes getting paid so they reward you with a higher ad position
and/or lower CPC
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26. Why CTR is Important
CTR = Clicks/Imp
therefore
Clicks = CTR x Imp
and
GI (Google’s Income) = CPC x Clicks
therefore
GI = CPC x CTR x Imp
Imp = Approx 12 per search (Fixed)
CPC = Limited By What is Economic for each Business
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27. Why CTR is Important
A Higher CTR means:
• A better Ad Position
• Lower CPC
• A Better Quality Score (Next Part)
• You can pay half as much per click for the same ad position as your
competitors if you have twice the click though rate!
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28. Writing Great Ads
We Increase our CTR by:
• Having a Good Structure
• Targeting the Correct Customers
• WRITING BETTER ADS
• Ads are the First Chance To Tell Your Customers About You and
Start Influencing their story.
• Customer Will Not Read Your Ad – They Will Glance at it!
• Needs to be consistent with “The Story” but the Number one Goal:
GET THE CUSTOMER TO CLICK
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29. Ad Writing Tips
Headline (25 Characters)
• Attention Grabbing
• Must Contain Main Keywords
• Main Selling Point
Body (2 Lines of 35 Characters)
• Main Issues, Selling Points, Catch Phrases
• Benefits Sell not Features
• Should Contain Keywords
Display URL (35 Characters)
• Must Relate to Destination URL
• Use it, it is Valuable Space
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30. Ad Writing Applied
• At all times you should be running 2 Ads
• You run the Ads until they have had enough clicks and/or
impressions that one is statistically better that the other.
• You delete the Ad with the lowest CTR
• You write an Ad the same as the best Ad with one small change
either to the Headline, The Body or the Display URL.
• Make sure you keep the story consistent – You will know when you
are going wrong as the conversion rate will drop.
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31. What is a Quality Score?
• The reason Google is so successful is that they are the best at providing
relevant search results. This is fundamental to everything they do.
• Quality Score is a Great Development as it makes you a better
marketer!
• Google Look at your Story – Do your keywords relate to your Ads? Do
they relate to Landing Page? And does your website provide the Visitor
with a Quality Experience?
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32. What is a Quality Score?
What Effect Does Quality Score Have?
1. Your Ad Position
2. Your Minimum Bid
In practice it determines whether your Ad runs or not!
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33. How to Improve Your Quality Score
The Main Factors of A Keyword’s QS
• Your CTR
• Relevance of Ads in the Keyword’s Ad Group
• The Relevance of the Landing Page
• Other Relevancy Factors
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34. How to Improve Your Quality Score
1. Increase your CTR (Part 4)
• Write Better Ads
1. Relevance of your Ads to Keywords (Part 3 and 4)
• Good Structure
• Ads Containing Keywords
1. Relevance of Landing Page
• Contain Keywords In Title and Throughout the Text
• You May Want More than 1 Squeeze Page
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35. How to Improve Your Quality Score
4. Other Relevancy Factors
• Is your website a Good Quality Website
• Updated Often = Blog
• Contact Me Page
• Privacy Policy
• Multipage with heaps of Content!
• Links to Authority Sites
• Meta Tags
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36. Types of Content Ads?
5 Types of Ads
• Text Ad
• Image Ad
• Local Business Ad
• Mobile Ad
• Click To Play Video Ad
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37. PromoMasters ® Search Engine Optimization
Phone: +43 6246 76286-0
Email: info@promomasters.at
Austria / Germany / Switzerland / / Coaching & Consulting
PromoMasters ® Search Engine Optimization
Phone: +43 6246 76286-0
Email: info@promomasters.at
Austria / Germany / Switzerland / / Coaching & Consulting
For More Information Please Visit
www.promomasters.ch