2. Also referred to as PPC….Where can you buy PPC Ads?
Google, Bing, Yahoo, Facebook, YouTube, Twitter….just to name a few
Let’s focus on Google since they are king!
3. • You have much more control
URL address specified to take you to exactly where you are looking
• You see immediate results
• Tends to convert at a higher level than organic results (indicating a greater
intent to purchase)
• Greater flexibility
• Easier to measure results
• You only pay when someone clicks on your ad…wait how does this work?
• Is a powerful source of supplemental traffic for those already investing in SEO
Benefits of SEM
4. When you buy keywords, what are you buying?
It’s an auction. The highest bid gets the first placement on the page
(assuming quality scores are equal).
Bidding is the maximum amount that you’re willing to pay per click.
You are bidding on keywords, keyword phrases, geographically modified
keywords and long-tail keywords (may be dozens of words).
You are reaching people who have “raised their hand” – they are actively
searching for your product or service.
You don’t pay for your ad to appear.
You only pay when someone “clicks” on your ad.
How to get the click?
And why is getting the click important?
Helps to determine the budget & where the money will be allocated.
Through reporting and analysis it helps the advertiser determine the effectiveness of an
Helps measure the profitability of the campaign!
7. 5 Practical Reasons You Should Consider PPC Marketing
1. You only pay when an interested person clicks.
2. You set your budget to control costs.
3. You can reach your target consumer at the right time with the right ad.
4. Unlike organic search, PPC can show results very quickly.
5. PPC data can inform your other marketing channels.
Google AdWords…things to know & common mistakes:
The system will default to both Text and Display PPC
Should I buy my Name?
Not using the right Keywords Matches (Broad, Exact, Phrase ,Dynamic Insertion)
Not using Negative Keywords
Not Grouping Keywords correctly
10. Home tab: takes you to the list that you have analytics access to
Reporting tab: takes you to what you will work most in
Admin tab: access to admin features
11. Date selection in upper right corner.
Option to compare:
- Custom (specific dates you choose)
- Previous period (same amount of days as selected dates, just in the period
- Previous year (same time frame of year previous)
12. Left side navigation pane
Real time: current things happening on website
Audience: information about the people coming to your website
Acquisition: how people came to site
Behavior: how people are engaging with your site/content
Conversions: did people perform the desired action on your
13. Audience Interests Overview
Affinity: higher in purchase funnel
In-Market: lower in purchase funnel, almost at end
Other: more granular categories
17. 3 Things to Remember
PPC give you more control, flexibility & immediate results
compared with any other Search Marketing (Compared to
Remember the common mistakes made when doing your
Google AdWords so you DON’T make those mistakes
Set up Conversion/Goals in your Analytics to measure
your ROI of ANY marketing campaign.
18. Take Away from Today’s Meeting:
Try some kind of version of PPC/SEM
Google AdWords – Do a test month and see what your rate
of return is, but remember to:
Set your keyword Groups, set up negative on the
keywords, don’t let the system default to Display/Text
Make sure your Analytics is set up
Use it as your Blueprint for all of your marketing
Spend most of your time in Audience/Acquisitions/Behaviors
Set Up Conversions/Goals to measure your results
Notes de l'éditeur
The advertiser is not charged until Marcus clicks the link on the ad.
But that’s the trick, isn’t it? Getting Marcus to click.
There are a variety of factors that go into getting that click. That’s where the 3Rs of Digital Advertising come into play!
Lets talk about REACH & RELEVANCE
Reach is established by identifying the geographic areas the advertiser wants their consumers to find them in.
Geographic Targeting – Geographic Targeting means that you determine who sees your ads. For example, if a pizza restaurant only delivers within 10 miles of the restaurant, showing ads focused on pizza delivery to someone 20 miles away won’t be relevant. This keeps advertisers from wasting money on clicks that aren’t useful.
Relevance is established through the use of:
Keywords – keywords are the terms that people use when they search. To make sure the ad is relevant, the ad must be set up with keywords that will match those that consumers will type. Refining the keyword list to get it just right takes time and research.
Ad Copy – Ad Copy refers to the text of the ad itself. There are strict policies around what can and cannot be included in the Ad Copy. For example, you cannot type SALE!!!! with multiple exclamation points, and you cannot try to get someone to click by suggesting someone is looking for them.
Marcus is more likely to click on the ad if it relevant to his search.
Here’s a humorous example of how keywords might be used if someone wants to find the local bar.
If a consumer decides he just wants a beer, typing “Beer” into the search engine may show the ad for the local Irish Pub. Typing any of these other keywords provided may show the ad as well.
After an ad has been running for a while, it is possible to view reports to see which of the keywords are performing well – that is, which ones are actually being used in searches, and which ones are inspiring the clicks. Then, the list can be refined to make sure it’s more relevant.