bing ppc training part 1
DESCRIPTION
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“PPC Training Part 1”
Presented by: Stephen Webb
Perpetual Marketing Team
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Training Objectives
• Understand the basic principles of PPC
• Understand the concepts of “Search Marketing”
• Targeting the right audience
• Setting up your AdCenter Account & Geo Targeting
• Writing Ads
• Building out Ad Groups & Basic Keyword Research
• Setting $$$ limits
• Optimizing & Tracking
• Scaling Out Your Campaign
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Understanding the Basic Principles of
PPC
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So What is PPC?
• PPC or Pay Per Click Marketing is exactly what is sound like… It’s where the advertiser (you) pays every time someone clicks on your ad.
• There are a lot of platforms that use this model: FaceBook, Clicksor, 7Search, Bing, Google, and many more!!!
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VS.
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The Concepts of Search Marketing
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VS.
Two Forms of PPC on BING
Where do you want your ad placed?
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SEARCH
Organic
PPC
PPC
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CONTENT
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Pause Video & Write Down Terms
Avg. CPC / CPC = Cost Per Click
CPA = Cost Per Acquisition
CTR = Click Through rate
Impressions = Number of times your ad populated
Conversions = The number of Leads you obtained
Avg. Position = Where your ad ranks in position
Campaign Status = Active / Paused
Negative Keywords = Words that you DON’T want your ad populating for
Ad Group = A group of KW running on a specific ad
Keyword = A string of words (normally 1 – 5 words) used together to find a topic using a search engine (BING)
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Some Common Terms
Search Quire
Ads
Keyword
Title
Body
Display URL
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Impressions
Position #1
Position #9
CPCCPAAvg.
PositionCTR
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Destination URL
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Targeting The Right Audience
MLM
Pay Per Call
Entrepreneur
Business Opportunit
y
Transfer Leads
Learn Internet Marketin
g
Make Money Online
Network Marketi
ng Leads For MLM
Work From Home
Home Business
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Keep Everything Congruent
• Identify your audience
• Everything in your ad needs to meet the searcher’s expectations
• The Title of your ad should flow with the body of the ad
• The customer clicking on your ad should see a webpage that is congruent with the ad… No Surprises…
• Your Ad should be as specific as possible
• Remember – The only people you want clicking on your ads are potential buyers
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“End of part 1”