PPC – Pay Per Click

Google Adwords Basics

Google's Advertising Product - https://adwords.google.com

Create Ads - Text, Image, Video

Ads Appear on Google Search Engine and Google Partner Sites

Pay for Ads when someone "clicks" on them, (ie. Pay-Per-Click or PPC) but there are other alternative bidding options in some cases. 

What is Targeted Advertising?Your customers see your ad when they search

Your ad reaches users at the moment they demonstrate interest

A Typical Search Network Ad

• Display URL (35 character limit)

• Ad Text (35 character limit)

• Ad Title (25 character limit)

The Language of PPC

SPONSORED SEARCH: Pay-per-click distribution tactic that displays your ads in the sponsored search results at the top, along the side, and across the bottom of search results pages for searches that relate to your keywords.

AD TEXT: The marketing message displayed to prospective customers. An ad contains a title, description, and URL.

The Language of PPC

LANDING PAGE: The page on a web site where one is taken after clicking on a advertisement. While this can be any page, it is often a page designed to expand on the service or product mentioned in the initial advertisement.

CAMPAIGN: A campaign contains one or more ad groups sharing the same budget, schedule and geo-targeting criteria. A campaign is typically created to support a particular marketing goal.

KEYWORD: A word or phrase that relates to the products or services you wish to advertise. When prospective customers are looking for information related to what you sell, and they type your keywords into a search box, your ads may be displayed.

The Language of PPC

CONVERSIONS: The completion of an action that you value, such as a purchase, registration, or sign-up.

IMPRESSIONS: The number of times an ad is displayed in search results or on sites.

CLICK-THROUGH RATE (CTR): The number of clicks received divided by the number of impressions generated. Example: An ad that is displayed 100 times and receives 10 clicks has a click-through rate of 10%. (I consider a good CTR is anywhere in 10% to 12%)

AVE CPC: Average cost per click. The average price you paid each time your ad was clicked.

Create Relevant Keywords

& AdGroups

Test Ads &

Keywords

Refine Campaign

& Keep What Works

Use Reporting Tools to Measure Results

PPC Management Process

Keywords Attributes

Keyword

Match Type:1. Broad: keyword = Allows your ad to show on similar

phrases and relevant variations.

2. Exact: [keyword] = allows your ad to show for searches that match the exact phrase exclusively.

3. Phrase: “keyword” = allows your ad to show for searches that match the exact phrase

4. Negative Match: -keyword = Ensures your ad is not shown for any search term that includes that term

Understanding Campaign Structure

Match Type Examples:

Broad Search Term:Tennis Shoes

Ad may show on searches for:TennisShoesBuy tennis shoesTennis shoe photoRunning shoesTennis sneakers

Phrase Search Term:“Tennis Shoes”

Ad may show on:Red Tennis ShoesBuy Tennis ShoesTennis Shoes Photos

Ad may NOT show on:Shoes for tennisTennis ShoeTennis Sneakers

Understanding Campaign Structure

Match Type Examples:

Exact Search Term:[Tennis Shoes]

Ad may show on:Tennis Shoes

Ad may NOT show on:Red Tennis ShoesTennis ShoeBuy Tennis Shoes

Negative Search Term:Tennis Shoes-used

Ad may show on:Tennis ShoesBuy tennis shoestennis

Ad may NOT show on:Used Tennis ShoesShoes used for tennis

Understanding Campaign Structure

The Tale of Campaigns

 

Once you are entered into the auction, Google looks at two factor where your ad ranks: your Maximum Bid and your Quality Score

Understanding the ‘Auction’ Process

You pay the minimum amount you can pay for the position you win if your ad is clicked on.

16 (AR) / 10 + $0.01 = $1.61

Example: How Online Ads Can Pay for Themselves

• Increase revenue by reinvesting profit$1,000 initial investment

$1.00 CPC ≥ 1,000 clicks

10% conversion rate = 100 sales

Average sale = $100

$1K investment returns $10K in sales

Reinvest profits, increase budget

Basic Definition: CPC

CPC: cost-per-click

• Click: The action a user takes to select your ad and be taken to your website.

• Google charges the advertiser when a user clicks on your ad

The Destination WebsiteA sample ad

Basic Definition: CTR

•Impression: The appearance of your ad on a search engine or one of their partner sites

Clicks

Impressions = CTR (expressed as %)

CTR: clickthrough rate

What Else Can You Do With Paid Search?

Adwords Product Extensions

• New feature that can highlight your products directly in your Google.com search ads.

• Your Google Merchant Center account must contain a product that is relevant to the searcher's query.

• Shows the images, titles, and prices of your closest matching products with your ad.

• When the user clicks a product image, they will be taken to the destination page listed for that product.

Adwords Product Extensions Example

Image from http://adwords.blogspot.com/2009/11/product-extensions-available-to-all-us.html

Benefits of online marketing – Location & Language Targeting

Targeting options: you can target ads by location and language

• Regional/Local, Country, Global & Customized Targeting

• Roughly 40 different language targeting options to choose from

Region/City Targeting Examples• Example: you have local flower shops in the

San Francisco Bay Area• Example: you run a restaurant in Chicago

When should you use regional targeting?

Country Targeting• When should you use country targeting?

• Use if you have national or global customers• Example: you ship to the U.S. only. Target your campaign to the U.S.

Global Targeting• If you have a global business, give your

campaigns global exposure• Example: If you sell DVDs and have worldwide

distribution, you should target your campaign to all countries

Customized Targeting • Use Customized Targeting to target highly

specific areas• For example, to reach customers located in an

area that cannot be targeted accurately using region or city targeting

• Example: pizza delivery service