byu digital marketing lecture series

Digital Marketing – Pay Per Click

Presented by: Ryan Mower

Presentation Outline

Paid Advertising Channels

(Networks, Remarketing, & Social) 12345

Google AdWords

Social Media Advertising

PPC Business Strategy

The Future of PPC

Networks• Search Network

– Google• Search Partners• AOL.com• Ask.com• CNN.com

SERP = Search Engine Results Page

Networks

• Display Network

Publishers Advertisers

Display Network

Remarketing

• Re-Engage people who are interested in your product or service.

Social Media

AdWords

• Google’s main advertising product & main source of revenue.

• Google’s advertising revenues in 2012 were $42.5 Billion. Total revenue for 2012 $50.2 Billion.

AdWords Account Structure

Ad Groups

Example Account Setup

Best Shoe Company

Red Shoes

Blue Shoes

Green Shoes

Gray Shoes

Account

Campaigns

Kwds Ads Kwrds Ads Kwrds Ads Kwrds Ads

AdsHeadline – 25 Characters Line 1 – 35 CharactersLine 2 – 35 CharactersDisplay URL – 35 CharactersDestination URL

Product Listing Ads (PLA’s)

Social Media Advertising

Social Media Advertising

Digital Marketing Business Strategies

What type of business are you?• e-commerce: only online, physical location & online• Service• Locally Targeted• Nationally Targeted

What are you selling?• Products or Services

Who are your customers?• Target Market

Digital Marketing Business Strategies

What do you want to accomplish with a Digital Marketing advertising campaign?• Increase Website Traffic• Sell Sell Sell• Increase Leads• Increase Brand Awareness

What advertising channels are you going to use?• Google, Bing, Facebook, Linkedin, Remarketing, etc.

How are you going to measure your results?• What are the goals?

Future of Digital Marketing

• It’s going to be huge!!!• Online marketing industry is adjusting to a

digital marketing industry.• Online Marketing: SEM which includes SEO,

PPC (Paid Search)• Digital Marketing: Online Marketing, Social

Media Advertising, Social Media Management, Reputation Management, Email Marketing, Content Marketing, and more

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