ppc fundamentals
DESCRIPTION
A Discussion on the Fundamentals of Pay Per Click Advertising.TRANSCRIPT
PPC FUNDAMENTALS by an
EXPERIENCED EXPERT
Pay Per Click Advertising
Keyword Ad Maximum Bid
[Running Shoes] Max. CPC$0.89
If I Bid more, I Show Up Higher & Get More Clicks!
Let the Battle Begin…
And the Winner is…
But Wait…You too Can Win!
Why PPC is so Great…
I Want to Buy Running Shoes!!!!!!!!!
SEO vs. PPC
PPC
Pay each time a customer clicks on your Ad
SEO
Free / Organic Listing
PPC can be Costly if done Incorrectly!
But when it’s Done Right…
Benefits of PPC
• Ads Up & Running Instantly• Pause or Delete Your Ads Immediately• Adjust Your Ad Position with Higher or Lower Bids• Target Customers to Landing Page of Your Choice• Customize Your Ads based on Your Products and Offers• Higher Conversion Rates
To Summarize…
Main Benefits:
Speed & Degree of Control
Should I do SEO or PPC?
Number 1 in PPC
Number 1 & 2 in SEO
PPC Strategies
PPC Strategies
• Landing Page:
– Organized & Functional Website– Nice Product Page / Nice Pictures– Good Description of Service– Customer Reviews– 800 Number– Competitive Prices
PPC Strategies
• Keywords & Ads Continuity
Mens Nike Running Shoes
Blue Nike Running Shoes
PPC Strategies
• Continuous Optimization & Testing
– Test Different Ads– Test Different Keywords– Test Different Landing Pages
TEST TEST TEST TEST TEST TEST TEST
Testing Ads
Vs.
Ad 1 Ad 2
• Choose Ad with Highest CTR & Lowest Cost/Conversion
•Then Re-Test
Keywords & Landing Page
• Test Multiple Keywords• Test Different Bids for each Keyword• Pause or Delete Keywords that don’t Convert
• Split Test Different Landing Pages– Keep the one with Lowest Cost/Conversion
Keywords - Broad vs. Phrase vs. Exact
Broad Phrase Exact
Running Shoes “Running Shoes” [Running Shoes]
Keyword – Exact Match
Keyword - [Running Shoes] Will Ad Show?Running Shoes YesNike Running Shoes NoAdidas Running Shoes NoMens Running Shoes NoShoes Running NoRunning Hightop Shoes No
Keyword – Phrase Match
Keyword – “Running Shoes” Will Ad Show?Running Shoes YesNike Running Shoes YesAdidas Running Shoes YesRunning Shoes Mens YesShoes Running NoRunning Hightop Shoes No
Keyword – Broad Match
Keyword – Running Shoes Will Ad Show?Running Shoes YesNike Running Shoes YesAdidas Running Shoes YesMens Running Shoes YesShoes Running YesRunning Hightop Shoes Yes
Keywords - Broad vs. Phrase vs. Exact
Keyword TypeLowest
Cost/ConversionHighest Search
Volume
Exact (1) (3)
Phrase (2) (2)
Broad (3) (1)
Does PPC Work for Every Business?
Good Business
Good Website
$$PPC$$
Let’s See what My Competitors are
Doing?
Should I do it Myself or Hire a PPC
Company?
HIRE
For More Information, Please Visit:
www.LADSolutions.com