Grow your business with PPC advertising
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Pay-per-click (PPC) advertising is a great way to attract new customers. Find out how even the smallest of businesses can profit from PPC ads with this guide.
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Grow your business with PPC advertising
- 1. get online | grow online | succeed onlineget online | grow online | succeed online Efficiently, effectively & successfully Grow your business with PPC Adam Stevens PPC Manager
- 2. get online | grow online | succeed onlineget online | grow online | succeed online The PPC opportunity 93% of online experiences start with a search 40,000 searches every second on Google 80% of all Google searches contain an AdWords ad
- 3. get online | grow online | succeed onlineget online | grow online | succeed online Google generated over $55bn from PPC in 2014 For every $1 spent on Adwords $2 is made by the advertiser Google Adwords
- 4. get online | grow online | succeed onlineget online | grow online | succeed online “A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked” What is PPC?
- 5. get online | grow online | succeed onlineget online | grow online | succeed online The Search Engine Results Page (SERP)
- 6. get online | grow online | succeed onlineget online | grow online | succeed online 3 Steps to Efficient, Effective & Successful PPC 1. Take control 2. Stand out! 3. Don’t set & forget
- 7. get online | grow online | succeed onlineget online | grow online | succeed online Step 1: Take control
- 8. get online | grow online | succeed onlineget online | grow online | succeed online Understand search intent Who to target? Discovery Research Action
- 9. get online | grow online | succeed onlineget online | grow online | succeed online Pick the correct keywords Who to target?
- 10. get online | grow online | succeed onlineget online | grow online | succeed online Pick the correct keywords Who to target? Exact Match Phrase Match Broad Match Modified Broad Match Control Volume
- 11. get online | grow online | succeed onlineget online | grow online | succeed online Pick the correct keywords Who to target?
- 12. get online | grow online | succeed onlineget online | grow online | succeed online When are your customers most active? When to target?
- 13. get online | grow online | succeed onlineget online | grow online | succeed online Where are your customers most active? Where to target?
- 14. get online | grow online | succeed onlineget online | grow online | succeed online Most popular device among your customers? Where to target?
- 15. get online | grow online | succeed onlineget online | grow online | succeed online You now have control over: • Who • When • Where
- 16. get online | grow online | succeed onlineget online | grow online | succeed online Step 2: Stand Out!!
- 17. get online | grow online | succeed onlineget online | grow online | succeed online Research your competitors ads Stand Out! • Price • Giveaways • Star ratings • Delivery service • Stature
- 18. get online | grow online | succeed onlineget online | grow online | succeed online Highlight your strengths Stand Out!
- 19. get online | grow online | succeed onlineget online | grow online | succeed online Make it easy for your customers to get in touch Stand Out!
- 20. get online | grow online | succeed onlineget online | grow online | succeed online Make it easy for your customers to get in touch Stand Out!
- 21. get online | grow online | succeed onlineget online | grow online | succeed online Step 3: Don’t Set & Forget
- 22. get online | grow online | succeed onlineget online | grow online | succeed online What metrics to optimize towards? Avg. Position
- 23. get online | grow online | succeed onlineget online | grow online | succeed online What metrics to optimize towards? Google’s golden triangle
- 24. get online | grow online | succeed onlineget online | grow online | succeed online What metrics to optimize towards? Conversion & Bounce rate
- 25. get online | grow online | succeed onlineget online | grow online | succeed online Quality score Quality Score Ad Relevance CTR Landing Page What metrics to optimize towards?
- 26. get online | grow online | succeed onlineget online | grow online | succeed online Quality Score CPC Paid 10 Discounted by 50% 9 Discounted by 44% 8 Discounted by 38% 7 Discounted by 29% 6 Discounted by 17% 5 Google Benchmark 4 Increased by 25% 3 Increased by 67% 2 Increased by 150% 1 Increased by 400% Quality score What metrics to optimize towards?
- 27. get online | grow online | succeed onlineget online | grow online | succeed online Quality score What metrics to optimize towards? 1. Are your ads as relevant as possible? 2. Is your landing page as relevant as possible? 3. Are your keywords correct?
- 28. get online | grow online | succeed onlineget online | grow online | succeed online
- 29. get online | grow online | succeed onlineget online | grow online | succeed online Any questions? Thank you
- 30. get online | grow online | succeed onlineget online | grow online | succeed online We’re producing a full Online Business Training programme designed to take you on a step by step journey through the topics you’ll need to make your business an online success. • Learn online at your own pace • Over 50 interactive modules • Self-assessment included Interested to learn more? Join our exclusive pre-release review panel marketing@123-reg.co.uk Email us
Notes de l'éditeur
- Thank you for the introduction Tony. So today I want to talk to you about how you can grow your business with Pay-per-click advertising, & the huge opportunity it presents to your business, and most importantly how you can make the most of this opportunity efficiently, effectively & successfully.
- presents a huge opportunity to all businesses, for those of you that currently do some form of PPC, ask yourself are you making the most of this opportunity, and for those of you that aren’t, I hope I will be able to convince you to give it a go. So why is PPC such a huge opportunity, well: 93% of all online experiences start with a search 40,000 searches occur every single second & for 80% of those searches a PPC ad has been displayed. That means throughout the entirety of this talk, 72 million searches will have taken place, and for 57 million of those someone will have been trying to sell something. You can now see how PPC can massively grow your market.
- Google adwords is the largest PPC platform in the UK with over 80% of the UK search engine market share. But to truly understand the size and popularity of the platform here are some stats: Google generated over $55bn from PPC in 2014 Google claim that for every $1 spend on Adwords $2 are made by the advertiser. Therefore the $55bn spent by businesses on Google Adwords has generated $110bn worth of revenue.
- So just to ensure we are all on the same page, I guess we should very quickly go over what PPC is. PPC is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially if you need more traffic to your site and want fast results, PPC is the channel for you.
- There are 3 steps that need to be taken to have an efficient, effective and successful PPC strategy. The 1st = Take control 2nd = Stand out! And the 3rd = Don’t set & forget.
- Many businesses have tried PPC and make a common conclusion that it simply isn’t delivering results, and on the way to making this conclusion much money has been spent. So lets take a look at some easy to employ tactics that businesses have spend millions fine tuning, that you can employ from the word go.
- Who should we be targeting, what consumers should be our priority and are worthy of us spending our marketing budgets on. To decide this I urge you to think about your customers purchase funnels, the stages to purchase generally follow the same path as we have here, with the discovery phase coming first, the research phase second and the action phase last. By targeting those consumers who are at the action phase allows us to not only avoid spending money on those that haven’t yet decided to part with their cash, but gives us a much higher chance of generating a conversion as a result of that click.
- We’ve decided what consumers we want to target, those that are ready to make a purchase, but we must now discover what they will be searching. Using the Adwords keyword planner tool gives you a wide variety of keywords that your customers will be searching, using historical data from there systems. Avoid keywords that you think may fall into the discovery & research phase, and look for those that will fall into the action phase, that contain words such as ‘buy’ ‘get’ ‘purchase’ etc.
- Now what keyword types should you include in your campaigns. There are 4 different types of keywords when I comes to Google Adwords as you can see above. Each of them gives you a different level of control, ranging from the aptly named broad match, which allows anything that obviously broadly matches to your keywords. Down to exact match, which ensures you have control over exactly what searches your ads will be appear for. The volume of searches that your ads will appear for will be lower when opting for exact match, however you will have more control over what traffic you are paying to get to your website. If the volumes are too low, experiment with Phrase match.
- 50% of search queries are 4 words or longer. Much like what we spoke about with a purchase funnel and target those ready for action, this is how to implement this tactic. Keywords can often be grouped into 3 different categories, Head keywords, mid tail keywords and long tail keywords. As you can guess the head keywords fall into the discovery & research phase, with the mid-tail and long tail keywords falling into the action phase. When choosing your keywords look for these mid-tail and long-tail keywords. They often benefit from lower competition and a higher conversion rate. Yes search volumes will be lower, but so will costs and competition.
- Lets move on to when to target the consumers, think about when your customers are most likely to be searching for your products or services. In fact this data is already available for you if you have a google analytics or adwords account. If your business relies on a physical stores opening hours look to limit the time of your ads to match. Or if you are a B2B business, try limiting it to usual 9-5 business hours.
- Where to target your customers. Where are your customers most active? Do you have a physical store customers visit? Do you operate in a particular area or is one area particularly successful for you? Think about just targeting these areas, or even appearing in higher positions in these areas. Invest where you are more likely to make a sale.
- If your website isn't mobile responsive and delivers a bad experience on mobile, you may want to exclude your ads from appearing on this format, however before you do this it is worth checking your sites bounce rate on mobile. On average searches mobile searches equate to 30% of total searches, although in some industries this is already over 50%. One thing to note is the higher the purchase value the lower the mobile conversion rate, I guess the consumer still wants the security of using a desktop for bigger purchases, although mobile conversion rate is slowly increasing.
- You now have control over who you are advertising to, when you are advertising to them and where. These tactics should help you minimise any unnecessary spend and increase the quality of traffic that is making it through to your website.
- Now for step 2: How to stand out on the search engine results page! The ad you’re showing the searcher could well be their first touch point with your brand. Leave them in no doubt that your product or service is their best option. A google search is affectively a comparison of the products or services that are on offer to the customer, convincing the consumer to click on your ad is almost as important of a step as making the sale, you have already began to convince them to choose you, and now you can show them more of what is on offer on your site.
- So to begin research what your competitors are saying in their ads. Are they missing any vital information? Do you have any USPs that they aren’t promoting? What do you have in your offering that they don’t? Or it could simply be a case of there ads aren’t very targeted to the search,
- Highlight your strengths! Search engines have allowed consumers to extensively research products and services, with one of the most important methods being through customer feedback, SMEs have the great advantage of being able to offer a personalised shopping experience, which often results in great customer feedback. One of the most powerful extensions you can use in your ads are what we call seller ratings. Which highlights just this. If your business has also won any awards or official recognition from a 3rd party you can also add this to your ads in the form of a review extension, which you can see highlighted here.
- You also need to think about making it easy for potential customers to get in touch. Call extension are a great way to do this, allowing users to call you directly from the google results page. 70% of mobile searchers call a business directly from Google Search rather than clicking through to a site and then calling, so ensuring you’re easily accessible is key.
- You can also make it easier for potential customers to get in touch, especially if you have a physical store, by utilising location extensions. This is particularly important when it comes to users searching on their mobiles. Once clicked on a Google map will appear with directions from their current location. 70% of local consumers have used the internet to find a local business. 2 times increase in “near me” searches in the past year.
- We’ve looked at how you can have control over your google adwords campaigns, and also looked at some important tactics to use in order to stand out from the many competitors on the search engine results page. Now we will look at perhaps the most neglected step when it comes to adwords campaigns. Don’t set and forget. Many users simply set up campaigns and don’t check performance for weeks, months and even years! So we are going to take a look at what metrics you should consider when trying to improve performance.
- First we are going to look at average position. This graph shows just how important achieving a high average position can be, as you can see the expected click through rate of an ad in 1st position is around 7%, with it falling to below 2% when you drop out of the 1st ¾ positions.
- Here we have an eye scanning study conducted on a google results page, showing once again just how important achieving a high position is. With the vast majority of the focus being on the top 3 positions.
- The next two important metrics to consider are conversions and bounce rate. Are your keywords generating conversions? If not why not? Is the page of your website you are sending them the most relevant you have? Bounce rate will give you a good indication of whether the consumer is finding the page relevant or not. Look to test different pages and permanently switch to the winner.
- Quality score is a Google Adwords metric that measure the ‘quality’ of your ad. There are 3 components of quality score: 1 ad relevance 2 click through rate 3 landing page relevance If all of these components are deemed above average by google you will achieve a high quality score. Now what does that mean for you?
- Here we have some research conducted that shows the impact a high quality score can have on the amount you pay per click. Achieving a quality score of 10 can reduce you cost per click by 50%. Alternatively having a low quality score can mean paying around 400% more then the competition.
- Luckily google gives you a guide on how you are doing with your quality score. Ranking you on the 3 components. Ask yourself 3 questions when trying to achieve a high quality score. Are your ads as relevant as possible? Does your ad contain atleast one of your keywords in it? If you are unsure test different variations and see which one has the highest quality scrore. Is your landing page as relevant as possible? Does your landing page represent your ad as best as possible? Are you using the correct keywords? Are your ads appearing for the right searches? Are they targeted enough. If not revisit step 1.
- And here we are, we’ve made it to the top of the steps. Although the truth is you can always improve your campaigns performance. So keep revisiting each step to ensure you keep things fresh and continually strive for better performance.
- Thank you for your time and I hope I have given you plenty of action points to take away. Does anyone have any questions?