Pay Per Click Maximise your web marketing 03.02.11

1. Pay Per ClickMeasurable return on investment Roan Fair Web Marketing Consultant Intergage

2. Today’s agenda… What is Pay Per Click advertising? Why is it important? Why should I use it? How does it work? How do I use it? Hints and tips

3. What is Pay Per Click advertising?

4. What is PPC? Ad auction PPC SEO

5. ‘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!

6. Why is Pay Per Click important?

7. 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

8. Why should I use Pay Per Click advertising?

9. 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

10. 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

11. 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

12. How does Pay Per Click advertising work?

13. 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

14. 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

15. How does PPC work? Search, ad

16. How does PPC work? Click to page

17. How does PPC work? Engaging…

18. How does PPC work? Conversion

19. How does PPC work? Monitoring Conversions Clickthrough rate (CTR) – impressions v clicks Conversion numbers Cost/conversion Conversion rate

20. How do I start using PPC?

21. 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!

22. Where do I start? Be relevant to search Find your keywords Google Keyword Tool List relevant terms User intent, buying cycle

23. Keyword tool https://adwords.google.com/select/KeywordToolExternal

24. Set up campaign

25. Set up campaign – beware defaults!

26. Set up campaign – beware defaults!

27. Create your relevant ad text

28. Poor ad text Better ad text

29. Hints and tips…

30. Creating ad groups, keywords Two ads per ad group, split testing Use keyword in ad, preferably title, display URL Granularity… Ad Group 1: Red WidgetsAd Group 2: Red WidgetAd Group 3: Buy Red WidgetsAd Group 4: Buy Red WidgetAd Group 5: Hire Red WidgetsAd Group 6: Hire Red Widget

31. Creating ad groups, keywords Keyword granularity, matches… red widgets (broad match) +red +widgets (modified broad match) “red widgets” (phrase match) [red widgets] (exact match) Negative keywords -alert-alerts-shoe-shoes

32. Budgets, bidding, quality Set daily budget(s), ringfencing Bids – impact on ad profitability Quality Score – What? Why? Benefits!

33. Performance indicators Click Through Rate (CTR) Cost Per Click (CPC) Cost Conversion numbers Cost per conversion Conversion rate

34. Always improve, optimise Test Adjust Run Test Adjust Run Test

35. More 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

36. Next steps Take what works with PPC Create more landing pages Get free clicks Improve your Quality Score to reduce Cost Per Click Use your keywords for SEO, digital PR, social media

37. 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