This document provides an overview of pay-per-click (PPC) advertising. It discusses setting up PPC accounts and campaigns, choosing keywords, creating ads, targeting audiences, and measuring success. The key points are: treat search and display ads separately when analyzing performance; set budgets carefully as display ads have lower click-through rates; and track URLs to measure what is working well.
5. Why Is It Important?
• Reach target market quickly
• Online spend
• 12.8% increase in 1st half of 2012 to €75m
• €130m over 2012
• No minimum spend
• Target your market specifically
• Over €4bn spend online in Ireland in 2012 (75% abroad)
9. Careful Now!
• Treat Search & Display separately when analysing
• Display will have much lower CTR
10. Careful Now!
• Treat Search & Display separately when analysing
• Display will have much lower CTR
• Set your budget carefully!
11. Careful Now!
• Treat Search & Display separately when analysing
• Display will have much lower CTR
• Set your budget carefully!
• Have strong call-to-action
12. Careful Now!
• Treat Search & Display separately when analysing
• Display will have much lower CTR
• Set your budget carefully!
• Have strong call-to-action
• Track the URLs
24. Broad Match
Keyword – Beautiful Flowers Will My Ad Show?
Beautiful Flowers
Buy beautiful flowers Yes
Buy beautiful
Beautiful cars flowers Yes
Beautiful cars
Garden centers Yes
Garden centers Yes
Flower Beds Yes
25. Phrase Match
Keyword – Beautiful Flowers Will My Ad Show?
Beautiful Flowers Yes
Buy beautiful flowers Yes
Beautiful cars No
Garden centers No
Flower Beds No
26. Exact Match
Keyword – Beautiful Flowers Will My Ad Show?
Beautiful Flowers Yes
Buy beautiful flowers No
Beautiful cars No
Garden centers No
Flower Beds No
48. GOMCHA Advice
• Do your research
• Goals
• Keywords / Ad Scheduling
• Budget your spend
• E.g.
• 20% Week 1
• 30% Week 2
• 50% Week 3
• Track effectiveness of it
• LEARN FROM IT