Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing, including Google AdWords, how search engines determine ad placements, how to conduct keyword research, and developing an SEM strategy..
2. Today’s Agenda: How to Grow Your Business With PPC
1. Hands-on Introduction to PPC!
2. Understanding the AdWords Auction
3. Case Study on Remarketing
4. User Context and Mobile Search
5. Live AdWords Account Audit *
– OR: Tips For Writing Killer Ads
2
3. About Me
3
Larry Kim (@larrykim)
• Been doing PPC for 13 Years!
• Started WordStream 5 years ago.
• Raised 16M in VC Funding
• 70 People / ~1000 Customers
• Today the provider of The 20 Minute
PPC Work Week and The AdWords
Grader
21. Remarketing Case Study
of people who visit a website
leave without completing
the actions marketers want
them to take
96%
Your Ad
Your
Site
X-
of people abandon
their shopping cart
without completing a
purchase
70%
23. Google Display Network Reach in the US
23
92% reach across millions of sites, videos and devices
Adsense
publisher
network
• 204M visitors/month
• 92% of U.S. internet
users
• 317B impressions/month
• Hundreds of comScore
1000 sites
Doubleclick
ad
exchange
• Hundreds of premium
publishers, with
hundreds of millions of
ad placements available
every day
Google
O&O
proper:es
YouTube
•1B+ video views/day
•2nd largest search engine
•5% of all online time spent
Google sites
•Finance
•Blogger 8.1M
Display Network
Sites Games VideoFeeds MobileSocial media
24. Typical Reach of Remarketing…
1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them
frequently
Of
the
typical
remarke:ng
audience,
find
Reach
them
on
between As
they
visit
20
or
more
pages
on
a
typical
day
across
84%
…within
a
month
10-‐18
days
…
or
more
out
of
the
month
5-‐10
sites
…
of
which
all
pages
and
sites
have
ad
space
available
to
Google
Display
Network
buyers
28. Impact on Repeat User Rate
• New Visitor Rate Fell From 79.8% to 66.63%
• (Meaning, Visitors are Now Returning)
29. Impact on User Engagement
• Time on Site Increased from 1:33 to 4:35
(TRIPLED!!)
30. WHAT? HOW?
• 43 Million Ad Impressions in a typical month
• Cost Per Lead for Remarketing Campaigns: 10% Less
than our CPA for Google Search
• Site Conversion Rate up by 51%!!
• Display Ads = 50% of PPC Spend
34. Understanding User Context
• User Context
– Location
– Time
– Device
• Understanding
• User Context = Better ROI
• How is this different?
35. Key Bid Management Tools
• Day Parting
• Location Bidding
• Mobile Bidding
Adjust your bids based on location, time and device —
all within a single campaign!
36. Bidding via User Context
• Campaigns have bid adjustment factors for
Location, Time and Devices
49. User Context: Key Takeaway
• Think about the User Context of your
customers – the time, location and device
used when purchasing
• Reflect User Context in
ad copy and bidding
strategy
51. Free Account Audit*
One of a kind, free performance
grader
Deep analysis in 8 key performance
areas
Compares businesses to industry
benchmarks
Provides actionable recommendations
Biggest Insight: Big opportunities for
improvement
http://www.wordstream.com/google-adwords
Instant Report Card – On Demand
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Show how the keyword expansion is easier using a tool. Explain that we’re following the same best practices that Brad Suggested. Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Talk about the reasons why we thought that there could be a great opportunity here. Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Talk about the process of defining different audiences based on where they visited on our website, so that we can message to them differently in our ads. Talk about how we didn’t have to use managed placements because we already have people visiting the site and we’re merely trying to convert them. Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Describe how we target different ads to different audiences. Mention that even though there are ad builders available from google, we designed our own. Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing.
Learn the skills you need to win, from people who’ve done it before. Visit http://intelligent.ly