1. Digital Overview
SEM/PPC…Brief Overview
Google Analytics Brief Overview
Take Away hints You Can Implement

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
Keywords
Ad Copy
Bids
Location Targeting
URL address specified to take you to exactly where you are looking
for
• You see immediate results
• Tends to convert at a higher level than organic results (indicating a greater
intent to purchase)
• Greater flexibility
More keywords
More locations
• 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.

5. 5
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
ad campaign.
Helps measure the profitability of the campaign!

6. Keyword Bid + Quality Score = Position
6 6

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.
http://searchengineland.com/5-incredibly-practical-reasons-ppc-2015-211611
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

8. 8
Let’s Talk About Keywords

9. Google Analytics Overview

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
directly prior)
- 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
website
Go Live…..

13.  Audience  Interests  Overview
 Affinity: higher in purchase funnel
 In-Market: lower in purchase funnel, almost at end
 Other: more granular categories

14.  Acquisition  Traffic  Source/Medium

15.  Conversions  Goals  Overview  Source/Medium

16.  Conversions  Goals  Multi-Channel Funnels  Top Conversion Paths

17. 3 Things to Remember
 PPC give you more control, flexibility & immediate results
compared with any other Search Marketing (Compared to
SEO)
 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
 Google Analytics
 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