Introduction to Google AdWords / Pay Per Click

Advertising

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Overview

1. PPC Defined

2. Google Search Engine Results Page (SERP)

3. PPC Campaign

4. Campaign Targeting

5. Online Advertising Report Dashboard

6. Report Term Definitions

7. Additional Terms

8. Average Position Reference

9. ROI & PPC

10. Benefits of PPC

11. Frequently Asked Questions

12. Additional Resources

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PPC Defined

• What is Pay Per Click (PPC)?

– Online advertising that allows advertisers to target specific sets of

keywords or audiences in order to drive traffic to a website or phone

number.

– Pay per click literally means that a search participant must click on an

ad in order for the advertiser to be charged.

– Two PPC options that Balihoo currently offers.• Google (Search) – Online advertising that allows advertisers to target specific

sets of keywords or phrases that people search.

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Google Search Engine Results Page (SERP)

Paid

Organic

Local

Organic

Paid

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PPC Campaign

• What makes up a Pay-Per-Click campaign?– Ad Groups

• A high level category that is directly related to the service or product you are advertising

• Each ad group contains numerous keywords and ads– Keywords

• The actual words or phrases we bid on that consumers potentially search for

– Ads• No less than three text ads are created for each ad group• This is the copy that appears on the SERP

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PPC Campaign

Create Relevant Keywords & Ad Groups

Test Ads & Keywords

Use Reporting Tools To Measure Results

Optimize, Optimize, Optimize!

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Campaign Targeting

• Ads are targeted to a geographic location– During the initial setup of the account we determine a radius around

a location where your ads will be shown• Your ads will only be shown to those searching in your area as

well as those searching for your area

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Online Advertising Report Dashboard*

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*Reference Slide 9 for definitions corresponding to the chart above

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Report Term Definitions

1. Cost: The total spend for that month− Please note that even though we are allocating a certain dollar amount per month this

does not necessarily mean we will spend that in a month’s time. We are only charged when consumers click on our advertisements

2. Impressions: The total number of times your advertisement was seen over the course of the month for that particular Ad Group

3. Clicks: The total number of times your advertisement was clicked on by a consumer

4. CPC (Average Cost Per Click ): Google AdWords is much like an auction where we bid on keywords related to your business. Average CPC shows how much we are paying for an individual click.

*Conversions: The bottom portion of your dashboard will show your conversions as defined by your brand. These can be phone calls, online enrollments, online purchases, and more.

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Additional Terms

• Click Thru Rate (CTR): The total number of times your advertisement was

clicked on divided by the number of times your ad was shown (impressions)

• Ad Group: A high-level category that is directly related to the keywords or

phrases we are bidding on

– For example, if a consumer searches for the keyword “Florist and Boise,” that would fall

under the Florist Ad Group. Or, a search for “Balihoo Flowershop and Boise” would fall

under the Branded Ad Group.

• Average Position: This is the average position of where your advertisement

falls on the SERP

– As a standard we like to see our ads in the top 5 positions.

– See next slide for Average Position Reference

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Average Position Reference

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ROI & PPC

• Measuring ROI with Pay-Per-Click

– Getting a consumer to click on your ad and visit your website is only

half the battle

– Once the consumer is on your website you may want them to:

• Purchase a product

• Fill out a form

• Sign up for a giveaway

• View a key page

– Your ROI is going to be determined by your brand to help identify the

benefit of your PPC marketing campaign

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Benefits of PPC

• Reach

– Access to ~80% of Internet users worldwide (Google)

• Cost

– Low cost for high ROI• No minimum spend

– Only charged when consumers click on your ad

• Timing

– Ads are seen by users looking to purchase• Qualified leads

– Reach your audience at the right time, with the right message

• Flexibility

– Gives you the ability to start advertising quickly

– Target ads to the specific location(s) of your target consumers

– Balihoo will monitor and optimize your ads continually

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Frequently Asked Questions

• Why isn’t my ad showing up?– There are many reasons why you don’t see your ad, including geography settings, ad

rotation, budget, and more.• The best way to search for your ad is by using the Google Ad Preview Tool because

your ad may not appear in real-time on the SERP, due to the above factors.

• Why is my competitor’s ad in a better position than mine?– Again, there are many reasons, including budget, keywords, landing page, and ad copy.

• How do I get ranked higher in the organic results?– Organic results are based on SEO or Search Engine Optimization. Contact your website

developer to discuss these options.

• How do I get my name on the Business Listings?– You can add your business to the Google Business Listings section at Google Places.

• Can someone just keep clicking on my ad and spend all of my money?– Google has systems in place to protect their customers from this type of situation.

Google AdWords looks at various data points for each click and filters out any potentially invalid clicks.

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Additional Resources

• To learn more about Google Adwords/Pay-Per-Click visit the following

sites:

– Google AdWords Help

– Google AdWords Advertising Policies

– Google Adwords Optimization Center

Thank You!

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