An Introduction to PPC Paid Search

IPROSPECT

Introduction
To PPC

Copyright © 2013, iProspect, Inc. All rights reserved.

TODAY’S
Digital Performance on a Global
Scale.

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PAID SEARCH

Paid Search Advertising is a method of
placing online advertisements on Web pages
that show results from search engine queries

Search engine optimization (SEO) is the
process of improving the visibility of
a website or a web page in search engines via
the natural/un-paid/organic/algorithmic
search results

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PAID SEARCH

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PAID SEARCH

The main differences between PPC and SEO are:

1. Position on the search results page
2. Traffic Potential
3. Associated Costs
4. Time Commitment
5. Website Involvement

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1. POSITION

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2. TRAFFIC POTENTIAL

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3. ASSOCIATED COSTS

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5. WEBSITE INVOLVEMENT

Website optimisation is
Website optimisation is
The performance ,,
The performance not essential for PPC
not essential for PPC
optimisation and
optimisation and unless Online Sales and
unless Online Sales and
coding of the website is
coding of the website is a positive user
a positive user
central to SEO
central to SEO experience are your
experience are your
main goals
main goals

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BENEFITS OF PAID SEARCH

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INCREASED VISIBILITY

Source: http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html

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INSTANT RESULTS

Paid Search activity can be
up and running within 24
hours and driving results
instantly

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SALES

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CUSTOMERS WHO PURCHASE ONLINE ARE

 30% MORE LIKELY TO PERFORM A SEARCH

 17% MORE LIKELY TO HAVE CLICKED ON A PPC AD

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SEARCH PURCHASE PATHS

Source: Google & Econsultancy

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SEARCH DRIVES OFFLINE SALES
38% of Irish consumers
researched online before purchasing offline in 2012

This figure has doubled since 2010

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THE AUCTION
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THE AUCTION

Every time a user searches on Google
an auction is triggered based on a
formula known as Ad Rank

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AD RANK

Ad Rank is calculated by multiplying the Cost Per Click of each keyword by
the Quality Score of the campaign.

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Ads with
stronger Ad
Rank pay less
on Google

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COST

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IMPRESSION SHARE

Impression Share is a metric that represents the percentage of times ads were
shown out of the total available impressions for which they were eligible.

• Lost IS (Budget)
– Missed Impressions
Due To Budget
Restrictions

• Lost IS (Rank)
– Missed Impressions
Due To Quality Score
& CPCs

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THE 6 PILLARS
OF ADWORDS
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THE 6 PILLARS OF ADWORDS

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RELEVANCY

Relevancy is the key to creating efficient campaigns and should be
evident in all aspects of AdWords campaigns.

The more relevant the campaign, the more likely users will be to
engage and the better the overall performance.

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In Paid Search our focus is on choosing
the most relevant keywords

Keywords transcend audience profiles
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The more relevant your campaigns
are to your product, the stickier and
more successful your campaign will
be!

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Keywords are the foundation
for Search Marketing

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KEYWORD CHECKLIST

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MATCH TYPES

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NEGATIVE KEYWORDS

Negative
Keywords
Daylight
Robbery
rob
day

Negative
Keywords
Fire
Fireman
Sam
cartoon

Be Careful! Adding a term like ‘day light’ will block all activity on light, light bulbs etc

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KEYWORD TOOL

Google Keyword Tool: https://adwords.google.com/keywordtool
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KEYWORD TOOL

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ACCOUNT STRUCTURE

Account Structure is vital in ensuring control and a method to the
madness that is AdWords.

Daily Budgets are set at the Campaign level

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ACCOUNT STRUCTURE

Accounts can include up to 10,000 Campaigns, 20,000 Ad
Groups per Campaign and 10,000 Keywords per Ad Group!

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ACCOUNT STRUCTURE EXAMPLE

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AD COPY

AdWords Ad Copy is an opportunity to reach out to new and existing
customers so put your best foot forward

AdWords will complement your SEO strategy as the messaging can be much
more specific and go live immediately.
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AD COPY

Roses
Buy Roses Online
Buy 12 Red Roses Online For
Just €60. Offer For Today Only.
www.redroses.ie

Tulips
Buy Tulips Online
Buy A Bouquet Of 30 Tulips Here For
Just €30. Offer Ends Today.
www.tulips.ie

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AD COPY

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WEBSITE CHECKLIST

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OPTIMISATION

Did you know that 25% of search queries Google sees on a daily basis
are brand new?

As search patterns, consumer behaviour, products and offers change
so too must AdWords.

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IPROSPECT

AdWords
Performance


UNDERSTANDING PERFORMANCE

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IPROSPECT

Ad
Extensions


AD EXTENSIONS

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LOCATION EXTENSIONS

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CLICK TO CALL

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SITELINKS

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SOCIAL EXTENSIONS

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CLICK TO DOWNLOAD

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IPROSPECT

Where’s
My Ad?


WHERE’S MY AD

• Is the exact term in the account?

Remember –
Remember –
• Is the search term relevant?
Every auction is
Every auction is
unique!
unique!
• Is there sufficient budget?

• Have you checked page 2?

• Did you see the ad earlier today?

• Where are you targeting?

• What does the latest Impression Share report tell you?

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IPROSPECT

Remember…


Thank You

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An Introduction to PPC Paid Search

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