A brief introduction to the world of PPC aimed at college students with a broad interest in advertising or marketing. This presentation looks at the different fields of SEM, some of the basics of PPC and what skills to develop to get your foot in the door.
2. Today’s Class
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What is PPC?
General principles
How to get into PPC
Technicalities/Specifics
Creating a strategy
Measuring success
Ethical issues
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4. An Introduction to PPC
PPC stands for “Pay Per Click” Marketing.
Differentiates from traditional media buys,
where you pay for a number of impressions, be
it in a magazine, a TV ad, or on the internet.
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14. Search Engine Marketing
Branches of SEM:
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PPC – Pay Per Click
SEO – Search Engine Optimization
CRO – Conversion Rate Optimization
Social Media – Twitter, Facebook etc.
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15. SEO
• Search Engine Optimization is the process of
trying to get your website to rank higher on
Google (or other search engines)
• The higher you rank, the more people come to
your website
• The more people come to your website, the
more money you make
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17. CRO
“Conversion Rate Optimization” is a name given
to the process of making a website generate
more conversions from existing traffic.
– CRO is Amazon’s bread and butter
Spend/CPC * Conversion Rate = Leads
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18. Social Media
• Reaching out to customers & forming
relationships
• Improving brand awareness and reputation
• Working as a backup customer service
• Not the same as advertising on Facebook or
Twitter, which still falls under PPC.
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28. Keywords
• How you actually target users searching
Google
o [exact match]
o “phrase match”
o +broad +match
o -negative match
• Search Query =/= Keyword
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29. Keywords
• How do we know which keywords to bid on?
– Common sense / brainstorming
– Use tools like the Google Keyword Planner
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30. Bids
• Bid on a keyword level
• Set bids to maximize clicks on keywords that
drive sales/sign ups
• Use different tools to help us set bids:
– Excel
– Automated Software
– AdWords Rules
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31. Bids
Calculating a bid:
• Bid = Target Cost Per Lead x Conversion Rate
Example: The keyword [ppc management company] has
a conversion rate of 0.5% and a lead is worth $200 to
Hanapin.
Our bid should be $200 x 0.5% = $1
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32. Bid Adjustments
• Time of day
– Reduce bids 50% from midnight to 6am
• Device Type
– Reduce bids 10% for mobile users
• Geography
– Increase bids 25% for users within 50 miles of
Bloomington, IN
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33. Ads
High click-through rates = good Google Quality Scores
Temptation to overpromise = low conversion rates
Need to find the middle ground:
• A good hook (such as a catchy headline)
• Proof
• Trust
• Benefits
Create a feature/benefit matrix
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34. Ads
A Google Search ad:
• Has a 25 character headline limit
• Two 35 character description lines
• One 35 character Display URL
• One 2048 character Destination URL
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44. Key Performance Indicators (KPIs)
What is the goal of your account?
1. Direct Response
2. Brand Awareness
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45. Key Performance Indicators (KPIs)
Typical Direct Response KPIs:
• Conversions
• Cost Per Conversion (CPA)
• Revenue
• Return on Ad Spend (ROAS)
• Leads
• Return on Investment (ROI)
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46. Key Performance Indicators (KPIs)
Typical Brand Awareness KPIs:
• Impressions
• Clicks
• Bounce Rate
• Average Time On Site
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47. Conversion Tracking
• Conversions are typically tracked as a
pageview of an important page
• Placing a small code snippet on these pages
• Phone tracking systems link back to custom
tags
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49. PPC Strategy
What is the goal of your account?
1. Direct Response
2. Brand Awareness
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50. Budget?
How much money do we have for PPC?
1. Unlimited as long as hitting goals?
2. Limits set by client for overall spend
3. Divide up budget to promote more profitable
campaigns
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56. Retargeting
• When you visit a site, you get a Google cookie
• Advertisers can use that cookie to show you
ads on the Google Display Network (Google
Remarketing) and Google Search Network
(Remarketing for Search)
• Remarketing is popular because it normally
has crazy good ROIs
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57. Data Privacy
• Websites can track data through tools such as
Google Analytics
• Access to search data is anonymous but
intrusive
• What stats do sites keep about you?
• Tends to be overblown with the media Analytics data is anonymous and most
advertisers don’t care about an individual
user, so much as the overall trends.
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59. My Background
• History degree from University of Warwick
• Job through a friend. Had never heard of PPC
or SEO until then
• Big fan of the PPC Hero blog
• Moved to US in 2011 – joined Hanapin a few
months after
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60. Read Blogs!
There are no experts in online advertising:
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searchengineland.com
adwords.blogspot.com
ppchero.com
moz.com/blog (SEO)
boostctr.com/blog (ad copy)
3qdigital.com/blog
www.clixmarketing.com/blog
Book – Advanced Google AdWords – Brad Geddes (available on Amazon)
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61. Become a master of Excel!
• 90% of PPC Analysis can be done with Pivot
Tables
• Building out accounts is mostly done with
Excel & AdWords Editor
• Writing ads mostly done in Excel so we can
use =LEN( function to make sure we don’t go
over character limits
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62. Get Certified
Google Certified Partners
Google AdWords Qualified Professional Exams
• One fundamentals exam
• One specialist exam
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Also known as a SERP = Search Engine Results PageAd Extensions are also shown on here – Sitelinks, Reviews, Addresses
Lots of different ad formats can be here – image, dynamic, videoAlso, non-Google display networks are a large part of display advertising
CPCs can vary a lot – car insurance bids in the $50 region, for small retail items 10c is reasonable
MCC = for agencies or big companies with lots of different depts.Account = uses one billing CC number, can include multiple domainsCampaigns = based around a specific theme, e.g. Nike Shoes within Shoe store account
Not much room for creativity! Testing is hugely important
TESTING IS IMPORTANT!
1, #1 plug in for iTunes – huge appeal to popularity.
Ad Testing Matrix – typical of how we plan our ad tests
More keywords for Google SearchMore display traffic and ads, YouTube videos
Getting budgets can be a dance, you can have a lot of say, you can have none at all. Progressive companies will analyze where they’re getting value and redirect budgets.