Paid Search (PPC) presentation from James Fairweather, Consultant, Coast Digital at the CIM Digital Marketing Bootcamp, ARU Chelmsford, 17 April 2012

1. Running Successful Paid Search Campaigns
CIM Digital Marketing Bootcamp
Wednesday 18th April 2012
With James Fairweather, Consultant at Coast Digital
twitter.com/j_fairweather (@J_Fairweather)
Marketing you can measure
TM

2. Running Successful Paid Search Campaigns
Today’s agenda
1. The basics – What is PPC and why should I care?
2. The key elements of your campaign
• Keywords
• Ads
• Landing pages
3. Understanding the results and making improvements
Marketing you can measure
TM

3. Running Successful Paid Search Campaigns
Today’s agenda
1. The basics – What is PPC and why should I care?
2. The key elements of your campaign
• Keywords
• Ads
• Landing pages
3. Understanding the results and making improvements
Marketing you can measure
TM

4. The Basics
Pay Per Click
Marketing you can measure
TM

5. The Basics
What is PPC?
Pay Per Click
 Pay only for interaction
 Instant on – instant results
 Very reactive
 Highly targeted
 Easy to measure success
 Lots of maths
Marketing you can measure
TM

6. The Basics
What is PPC?
Pay Per Click
 Pay only for interaction Needs constant funding
 Instant on – instant results Competition can be high
 Very reactive Can be expensive
 Highly targeted Easy to do it wrong
 Easy to measure success Lots of maths
 Lots of maths Ongoing effort
Marketing you can measure
TM

7. The Basics
What is PPC?
PPC vs SEO
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8. The Basics
The wide world of PPC
Marketing you can measure
TM

9. The Basics
The wide world of Google AdWords
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10. The Basics
The wide world of Google AdWords
Marketing you can measure
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11. The Basics
The wide world of Google AdWords
Prospect Lead Opportunity Sale
Search advertising Re-marketing
Display
Mobile
Marketing you can measure
TM

12. The Basics
What is PPC?
Important terms to remember:
CPC – Cost Per Click
CTR – Click Through Rate
Landing Pages
CPA – Cost Per Acquisition
ROI - Return On Investment!
Marketing you can measure
TM

13. Running Successful Paid Search Campaigns
Today’s agenda
1. The basics – What is PPC and why should I care?
2. The key elements of your campaign
• Keywords
• Ads
• Landing pages
3. Understanding the results and making improvements
Marketing you can measure
TM

14. Key Elements of your campaigns
Key Elements of your campaigns
Keyword
Marketing you can measure
TM

15. Key Elements of your campaigns
Key Elements of your campaigns
Keyword
Ad
Marketing you can measure
TM

16. Key Elements of your campaigns
Key Elements of your campaigns
Keyword
Ad
Landing Page
Marketing you can measure
TM

17. Running Successful Paid Search Campaigns
Today’s agenda
1. The basics – What is PPC and why should I care?
2. The key elements of your campaign
• Keywords
• Ads
• Landing pages
3. Understanding the results and making improvements
Marketing you can measure
TM

18. Key Elements of your campaigns
Keywords
Keywords are your primary method of targeting users with PPC
How do you decide which keywords to target?
Marketing you can measure
TM

19. Key Elements of your campaigns
Keyword Research – an approach
1. USE COMMON SENSE FIRST!
2. Then use a keyword tool
Marketing you can measure
TM

20. Key Elements of your campaigns
Keyword Research – an approach
1. USE COMMON SENSE FIRST!
2. Then use a keyword tool
Marketing you can measure
TM

21. Key Elements of your campaigns
Marketing you can measure
TM

22. Key Elements of your campaigns
Marketing you can measure
TM

23. Key Elements of your campaigns
Keyword Research
1. USE COMMON SENSE FIRST!
2. Then use a keyword tool
3. Look at the competition
Marketing you can measure
TM

24. Key Elements of your campaigns
Marketing you can measure
TM

25. Key Elements of your campaigns
Keyword Research
1. USE COMMON SENSE FIRST!
2. Then use a keyword tool
3. Look at the competition
4. Think outside the box...
Marketing you can measure
TM

26. Key Elements of your campaigns
Marketing you can measure
TM

27. Key Elements of your campaigns
Keyword Research
1. USE COMMON SENSE FIRST!
2. Then use a keyword tool
3. Look at the competition
4. Think outside the box...
5. USE COMMON SENSE AGAIN!
Marketing you can measure
TM

28. Key Elements of your campaigns
Building Your campaign
Campaign
Adgroup Adgroup Adgroup
Keyword Ad
Keyword Ad
Keyword
Keyword
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TM

29. Key Elements of your campaigns
Building Your campaign
CRM campaign
CRM Systems CRM Generics CRM solutions
CRM Ad
Customer Relationship Management
CRM packages
CRM ...
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30. Key Elements of your campaigns
Building Your campaign
Top Tips:
• Take time with your keyword research – use common sense!
• Plan your campaign structure before you build it
• Group similar keywords
• Create neat groups with 10 keywords in each
• Set your initial cost per clicks
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TM

31. Key Elements of your campaigns
Keywords – Match Types
Broad Match: keyword
Allows your ad to show on similar phrases and relevant variations
Phrase Match: “keyword”
Allows your ad to show for searches that match the exact phrase and variations
Exact Match: [keyword]
Allows your ad to show for searches that match the exact phrase exclusively
Negative Match: -keyword
Ensures your ad doesn't appear next to searches that include the term
Marketing you can measure
TM

32. Key Elements of your campaigns
Keywords – Match Types
Broad Match
Phrase Match
Exact Match
Marketing you can measure
TM

33. Key Elements of your campaigns
Keywords – Match Types
Broad Match Example – CRM System
 CRM System  CRM
 CRM Systems  Open source CRM sales System
 What is a CRM System  Customer Relationship management
 Online CRM System  CRM for Small Businesses
 Open source CRM System  Best CRM
Marketing you can measure
TM

34. Key Elements of your campaigns
Keywords – Match Types
Phrase Match Example – CRM System
 CRM System CRM
 CRM Systems Open source CRM sales System
 What is a CRM System Customer Relationship management
 Online CRM System CRM for Small Businesses
 Open source CRM System Best CRM
Marketing you can measure
TM

35. Key Elements of your campaigns
Keywords – Match Types
Exact Match Example – CRM System
 CRM System CRM
CRM Systems Open source CRM sales System
What is a CRM System Customer Relationship management
Online CRM System CRM for Small Businesses
Open source CRM System Best CRM
Marketing you can measure
TM

36. Key Elements of your campaigns
Keywords – Match Types
Broad Match Example – CRM System
Negative Match – open source
 CRM System  CRM
 CRM Systems Open source CRM sales System
 What is a CRM System  Customer Relationship management
 Online CRM System  CRM for Small Businesses
Open source CRM System  Best CRM
Marketing you can measure
TM

37. Key Elements of your campaigns
Keywords – Match Types
Why is it so important?
Marketing you can measure
TM

38. Running Successful Paid Search Campaigns
Today’s agenda
1. The basics – What is PPC and why should I care?
2. The key elements of your campaign
• Keywords
• Ads
• Landing pages
3. Understanding the results and making improvements
Marketing you can measure
TM

39. Key Elements of your campaigns
Ads
What makes up a text ad?
Title – 25 Characters
Description 1 – 35 Characters
Description 2 – 35 Characters
Display URL – 35 Characters
Marketing you can measure
TM

40. Key Elements of your campaigns
Ads
What makes up a text ad?
Web-based CRM
More features & flexibility.
Simple to use. Free trial.
www.salesforce.com/uk
Marketing you can measure
TM

41. Key Elements of your campaigns
Ads
Best Practices
• Create simple, enticing ads
• Write them specifically for your ad group
• Write at least 2 for every ad group.
• Think about your target audience
• Use a strong call to action
• Make good use of your punctuation allowances!
Marketing you can measure
TM

42. Key Elements of your campaigns
Ads
Best Practices
Web-based CRM
More features & flexibility.
Simple to use. Free trial.
www.salesforce.com/uk
Marketing you can measure
TM

43. Key Elements of your campaigns
Ads
Best Practices
Web-based CRM
More Features & Flexibility.
Simple to Use. Enquire Now!
www.salesforce.com/uk
Marketing you can measure
TM

44. Key Elements of your campaigns
Ads
Dynamic Keyword Insertion
{KeyWord: Default Text}
Marketing you can measure
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45. Key Elements of your campaigns
Ads
Dynamic Keyword Insertion
{KeyWord: Web-based CRM}
More Features & Flexibility.
Simple to Use. Enquire Now!
www.salesforce.com/uk
Keyword Web based CRM Online CRM
Ad text Web based CRM Online CRM
More Features & Flexibility. More Features & Flexibility.
Simple to Use. Enquire Now! Simple to Use. Enquire Now!
www.salesforce.com/uk www.salesforce.com/uk
Marketing you can measure
TM

46. Key Elements of your campaigns
Ads
Dynamic Keyword Insertion
{KeyWord: Web-based CRM}
More Features & Flexibility.
Simple to Use. Enquire Now!
www.salesforce.com/uk
Keyword Online Customer Relationship Management
Ad text Web-based CRM
More Features & Flexibility.
Simple to Use. Enquire Now!
www.salesforce.com/uk
Marketing you can measure
TM

47. Key Elements of your campaigns
Ads
Keyword Insertion gone wrong
Marketing you can measure
TM

48. Key Elements of your campaigns
Ads
Keyword Insertion gone wrong
Marketing you can measure
TM

49. Key Elements of your campaigns
Ads
Keyword Insertion gone wrong
Marketing you can measure
TM

50. Key Elements of your campaigns
Ads
Ad Extensions
Marketing you can measure
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51. Key Elements of your campaigns
Ads
How does Google decide
which position my ad will
appear?
Marketing you can measure
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52. Key Elements of your campaigns
Ads
Here comes the maths!
There are 2 aspects:
• Your maximum cost per click – which we set right back at the start
• Quality score – Google’s algorithm the rates the relevance of this search to your
campaign.
Marketing you can measure
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53. Key Elements of your campaigns
Ads
Here comes the maths!
Max CPC x Quality Score = Ad rank
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54. Key Elements of your campaigns
Ads
Here comes the maths!
Max CPC x Quality Score = Ad rank
We control Decided
Algorithmically
Marketing you can measure
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55. Key Elements of your campaigns
Quality Score
How is it calculated?
• The historical clickthrough rate (CTR) of the keyword and the matched ad
• The relevance of the keyword to the ads in its ad group
•The relevance of the keyword and the matched ad to the search query
• Your account's performance in the geographical region where the ad will be
shown
• The quality of your landing page
Marketing you can measure
TM

56. Key Elements of your campaigns
Quality Score
Keyword
Ad
Landing Page
Marketing you can measure
TM

57. Running Successful Paid Search Campaigns
Today’s agenda
1. The basics – What is PPC and why should I care?
2. The key elements of your campaign
• Keywords
• Ads
• Landing pages
3. Understanding the results and making improvements
Marketing you can measure
TM

58. Key Elements of your campaigns
Landing Pages
What makes a good landing page?
Feature relevant and original content
Be transparent
Be easy to navigate
Marketing you can measure
TM

59. Key Elements of your campaigns
Landing Pages
Relevant & Original Content
• Provide substantial information
• Content should be original to
your site
• Should be easy for the user to
buy, or enquire about the
product/service
Marketing you can measure
TM

60. Key Elements of your campaigns
Landing Pages
Be Transparent
• Openly share information about your
business
• Honour the deals in your ads
• Don’t use other sponsored links on your
page
• Provide a privacy policy if you collect
data
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61. Key Elements of your campaigns
Landing Pages
Be Easy to Navigate
• Provide a short and easy to path
for the user to complete your
required action
• Avoid pop ups, and other
obtrusive site elements
• Make sure the pages loads
quickly
Marketing you can measure
TM

62. Key Elements of your campaigns
Landing Pages
Nice examples
• Strong headline
• Clear unique content
• Strong call to action
• Lead collection on page
Marketing you can measure
TM

63. Key Elements of your campaigns
Landing Pages
Nice examples
• Strong headline
• Clear unique content
• Strong call to action
• Lead collection on page
• Instils trust
Marketing you can measure
TM

64. Running Successful Paid Search Campaigns
Today’s agenda
1. The basics – What is PPC and why should I care?
2. The key elements of your campaign
• Keywords
• Ads
• Landing pages
3. Understanding the results and making improvements
Marketing you can measure
TM

65. Understanding the results
Getting the data you need
Two things to do before you launch
1. Set objectives
2. Tracking
Marketing you can measure
TM

66. Understanding the results
Optimising your campaigns - keywords
Spotting opportunities
Marketing you can measure
TM

67. Understanding the results
Optimising your campaigns - keywords
Spotting opportunities
Marketing you can measure
TM

68. Understanding the results
Optimising your campaigns - keywords
Marketing you can measure
TM

69. Understanding the results
Optimising your campaigns - keywords
Marketing you can measure
TM

70. Understanding the results
Optimising your campaigns - keywords
Marketing you can measure
TM

71. Understanding the results
Optimising your campaigns - keywords
Marketing you can measure
TM

72. Understanding the results
Optimising your campaigns - ads
Marketing you can measure
TM

73. Understanding the results
Optimising your campaigns - ads
Marketing you can measure
TM

74. Understanding the results
Optimising your campaigns - ads
Marketing you can measure
TM

75. Understanding the results
Optimising your campaigns - ads
Marketing you can measure
TM

76. Understanding the results
Optimising your campaigns - ads
Marketing you can measure
TM

77. Understanding the results
Optimising your campaigns – site performance
Marketing you can measure
TM

78. Understanding the results
Optimising your campaigns – site performance
Marketing you can measure
TM

79. Understanding the results
Optimising your campaigns – site performance
Marketing you can measure
TM

80. Key Elements of your campaigns
Optimising your campaigns – site performance
Marketing you can measure
TM

81. Understanding the results
Optimising your campaigns – site performance
Marketing you can measure
TM

82. Understanding the results
Optimising your campaigns – site performance
Marketing you can measure
TM

83. Understanding the results
Optimising your campaigns – site performance
Marketing you can measure
TM

84. To summarise
• Spend time on keyword research
• Group your keywords together
• Write targeted ads
• Use & Perfect Landing pages
• Set Objectives & Track everything
• Test, Test & Test!
Marketing you can measure
TM

85. And finally
Private LinkedIn group for this session for Q&A: http://linkd.in/PPCgroup
James.fairweather@coastdigital.co.uk
linkedin.com/in/jamesfairweather
twitter.com/j_fairweather (@J_Fairweather)
All these links will go up on our blog on the Coast Digital site later so don't
worry if you miss them.
Marketing you can measure
TM