maximise your web marketing pay per click
DESCRIPTION
29.09.10 and 02.12.10 Maximise your web marketing - PAY PER CLICKTRANSCRIPT
Pay Per Click
Measurable return on investment
Roan Fair
Search Marketing Consultant
www.intergage.co.uk
Today’s agenda…
• What is Pay Per Click advertising?
• Why is it important?
• Why should I use it?
• How do I use it?
• Hint and tips
What is PPC? Ad auction
PPC
SEO
‘Sit forward advertising’
• Users see your messages when they search
• ‘Sit forward’ advertising (PPC) – not ‘lean back’ (TV)
• Pay only when they click – not when they don’t!
Why PPC matters
• Get to ‘Number 1’ immediately
• Beat the Google ‘sandbox’ that puts new websites on hold
• Find out precisely which adverts work – maximise your ROI
• Excellent testing ground for keywords – get free conversions
• Pause, unpause - control
Maximise your ad ROI
“Half the money I spend on advertising is wasted…the trouble is, I don’t know which half.”
John Wanamaker (1838-1922), US department store merchant
ROI benefits – get precise data
• Ads – test which ad messages work best
• Sales leads/enquiries – how many conversions, when, where, how often
• Which of your web pages are most persuasive, effective
• Find out exactly what works, what doesn’t – minimise waste
Why should I use it?
• Stop wasting money! Boost your ROI
• Precise targeting – location, language, network, PC/laptop v mobile
• Understand your customers better, buying cycle, challenge assumptions
• Use data from PPC to get free leads/conversions with new web pages
• Improve the conversion rate of your existing web pages
How does PPC work? Glossary 1
• Keywords – trigger your ads
• Ads – users click on them, go to your web pages
• Ad groups – ‘folders’ for ads, keywords
• Landing page – page where users ‘click’ to, where they arrive/land
• Impression – a showing of your ad
• Clickthrough rate (%) – clicks/impressions
How does PPC work? Glossary 2
• Cost Per Click – how much you pay for each click
• Cost – your total cost
• Conversions – leads, enquiries, any desired action to be measured
• Cost/Conversion – how much each conversion/lead costs you
• Conversion rate (%) – conversions/clicks
How does PPC work? Search, ad
How does PPC work? Click to page
How does PPC work? Engaging…
How does PPC work? Conversion
How does PPC work? Conversions
• Clickthrough rate (CTR) – impressions v clicks
• Conversion numbers
• Cost/conversion
• Conversion rate
Where do I start?
• Start with your goals in mind
• Always keep them in mind!
• How much do you want to pay per lead/conversion?
• Beware small ticket items!
Where do I start?
• Be relevant to search
• Find your keywords
• Google Keyword Tool
• List relevant terms
• User intent, buying cycle
Keyword tool
https://adwords.google.com/select/KeywordToolExternal
Set up campaign
Set up campaign – beware defaults!
Set up campaign – beware defaults!
Create your relevant ad text
Good ad text Poor ad text
Creating ad groups, keywords
• Two ads per ad group, split testing
• Use keyword in ad, preferably title, display URL
• Granularity…
Ad Group: Red WidgetsAd Group: Red WidgetAd Group: Buy Red WidgetsAd Group: Buy Red WidgetAd Group: Hire Red WidgetsAd Group: Hire Red Widget
Creating ad groups, keywords
• Keyword granularity, matches…
red widgets (broad match)
+red +widgets (modified broad match)
“red widgets” (phrase match)
[red widgets]
Negative keywords
-alert-alerts-shoe-shoes
Budgets, bidding, quality
• Set daily budget(s), ringfencing
• Bids – impact on ad profitability
• Quality Score – What? Why? Benefits!
Performance indicators
• Click Through Rate (CTR)
• Cost Per Click (CPC)
• Cost
• Conversion numbers
• Cost per conversion
• Conversion rate
Always improve, optimise
• Test
• Adjust
• Run
• Test
• Adjust
• Run
• Test
Hints and tips
• Keep a ‘Captain’s log’, diary your work, next actions
• Create PPC landing pages, optimise
• AdWords Editor
• Keyword, Ad Group Reports
• Search Query Reports
• Campaign (Impression Share) Reports
Next steps
• Take what works with PPC
• Create more landing pages
• Get free clicks
• Improve your Quality Score to reduce Cost Per Click
• Use it for SEO, digital PR, social media
Your homework
Watch this video…
Google’s Hal Varian on Ad Auction, Quality Score, Cost Per Click
http://adwords.blogspot.com/2009/03/introduction-to-ad-auction.html
Thank you! Any questions?
Roan Fair
Intergage, Search Marketing Consultant
Tel: 0845 456 1022
Web: www.intergage.co.uk
Email: [email protected]
LinkedIn: www.linkedin.com/in/roanfair
Twitter: http://twitter.com/roanfair
Intergage Blog: http://blog.intergage.co.uk/