Pay-Per-Click

Michael Hillmichael@bravemedia.ie@mikejhillwww.BraveMedia.ie

Agenda• Try not to bore you!• What is PPC?• Goals• Building Your Account• Is It Working?• Exams!!

What is PPC?

Why Is It Important?• Reach target market quickly

• Online spend• 12.8% increase in 1st half of 2012 to €75m• €130m over 2012

• No minimum spend

• Target your market specifically

• Over €4bn spend online in Ireland in 2012 (75% abroad)

Careful Now!• Treat Search & Display separately when analysing

Careful Now!• Treat Search & Display separately when analysing

• Display will have much lower CTR

Careful Now!• Treat Search & Display separately when analysing

• Display will have much lower CTR

• Set your budget carefully!

Careful Now!• Treat Search & Display separately when analysing

• Display will have much lower CTR

• Set your budget carefully!

• Have strong call-to-action

Careful Now!• Treat Search & Display separately when analysing

• Display will have much lower CTR

• Set your budget carefully!

• Have strong call-to-action

• Track the URLs

Set Your Goals

Conversions Step 1

Conversions Step 2

Conversions Step 3

Conversions Step 4

Budget – Stick To It

Account Structure

Campaigns

Ad Groups• Campaign > Equestrian

Keywords• Equestrian > Horse Rugs

Keyword Types• Broad

• “Phrase”*

• [Exact]*

• +Modified +Broad

• -Negatives

Broad MatchKeyword – Beautiful Flowers Will My Ad Show?

Buy beautiful flowers Yes

Beautiful cars Yes

Garden centers Yes

Keyword – Beautiful Flowers Will My Ad Show?

Beautiful Flowers Yes

Buy beautiful flowers Yes

Beautiful cars Yes

Garden centers Yes

Flower Beds Yes

Phrase MatchKeyword – Beautiful Flowers Will My Ad Show?

Beautiful Flowers Yes

Buy beautiful flowers Yes

Beautiful cars No

Garden centers No

Keyword – Beautiful Flowers Will My Ad Show?

Beautiful Flowers Yes

Buy beautiful flowers Yes

Beautiful cars No

Garden centers No

Flower Beds No

Exact MatchKeyword – Beautiful Flowers Will My Ad Show?

Beautiful Flowers Yes

Buy beautiful flowers No

Beautiful cars No

Garden centers No

Keyword – Beautiful Flowers Will My Ad Show?

Beautiful Flowers Yes

Buy beautiful flowers No

Beautiful cars No

Garden centers No

Flower Beds No

Choosing Keywords

Choosing Keywords

Ads

Dynamic Keyword Insertion• Puts keyword searched into Ad• E.g. Brave Media

• {keyword} = “brave media”• {Keyword} = “Brave media”• {KeyWord} = “Brave Media”

Product Listings

Remarketing

Remarketing

Remarketing

Call-To-Actions• “Shop Now!”

• “Buy Now!”

• “Download Today!”

• “Order Today”

• “10% Off Today Only!”

Targeting

Ad Scheduling

Ad Scheduling

Targeting

Advanced Targeting

Mobile Ads

Don’t Touch Anything!!!

Best Friends

Best Friends

Best Friends

PPC Loves SEO!• Quality Score

• Landing pages

• Content must be relevant

• Better website = lower Avg CPC

Exams!

GOMCHA Advice• Do your research• Goals• Keywords / Ad Scheduling

• Budget your spend• E.g.• 20% Week 1• 30% Week 2• 50% Week 3

• Track effectiveness of it

• LEARN FROM IT

Twitter, Links & Thanks!• http://www.google.com/ads/learn/• http://www.ipassexam.com/• http://www.ppchero.com/

• Twitter• @PPCHero• @iPassExam• @GoogleDisplay• @sengineland