10. PPC – What’s it good for?
Offers/Promotions
To compensate for low SEO traffic
To target new markets
Seasonal trends
11. Terminology
Campaign This defines the daily budget, language, geographic scope and networks
where ads are displayed.
Ad An individual ad within the AdGroup
AdGroup A group of ads within a campaign
Impressions The number of times your ad has been seen
CPC Cost per click
CTR Click through rate
Cost/Conv Cost per conversion
Broad Match Google matches ads based on any words within the phase searched
Broad Match By inseting a ‘+’ before each word in the phrase that must be included
Modifier within the users search term, Google also substitutes misspellings and
similar words
Phrase Match Ad is only shown if the phrase is included within the users search
Negative Keywords Best example of this is ‘Free’
12. Setting up a campaign…Keyword
Research
Keyword
Research is
vitally important
to any paid
search
campaign.
The keyword
tool allows you
to research the
estimated CPC’s
and Volume.
14. Setting up a campaign…Devices
When setting
up a campaign
you can choose
which device
your ads are
displayed on.
Best practice
would be to set
up targeted
campaigns per
device.
15. Setting up a campaign…Locations
Google
AdWords allows
you to target
your campaigns
by location.
This really
important for
being more
specific with
your targeting.
This also helps
control budget.
16. Good AdCopy
The AdCopy for
Smarsh does
not include ad
extensions and
there is no call
to action.
The Egress Ad is
personalised in
the way it has
been written,
the display URL
is targeted and
the sitelinks
offer more
choice.
17. Ad Preview Tool
This tool allows
you to test how
you ads appear
depending on
location and
device.
19. Bidding
You can set
daily budgets
and maximum
CPC’s for your
keywords at an
AdGroup level
to control your
spending.
20. Setting up a campaign…AdRotation
Google AdWords
allows you to
optimise how
your ads shown
to offer the best
return on
investment.
21. Setting up a campaign…Scheduling
Google
AdWords allows
you to schedule
your ads to
show them at
the most
efficient times.
22. Conversion Tracking
Really important
to track all of
your campaigns
within the bigger
picture of your
overall analytics
to compare
traffic sources.
Conversions can
be tracked as
goals in
analytics.
23. Linking Analytics
Really important
to track all of
your campaigns
within the bigger
picture of your
overall analytics
to compare
traffic sources.
Conversions can
be tracked as
goals in
analytics.
24. Telephone Tracking
Tracking conversions is very important, but the telephone
calls must not be forgotten.
We use intelligent URLs to dynamically change the phone
number when a user comes from PPC.
Google do have a paid solution for this.
25. Campaign Analysis
Camapaign and
AdGroup
monitoring is
really
important:
CTR
Conv. Rate
Av. Position
Lost Rank
Lost Budget
26. AdGroups Analysis
Monitoring
individual
keywords and
ad copy
performance is
really important
to make sure
you are not
wasting budget.
28. AdRank
Quality Score Max CPC Ad Rank
High quality score accounts are rewarded by paying
cheaper CPCs
Paying less per click improves efficiency of search spend
and increases ROI
This means more traffic at a cheaper cost
31. The AdWords Editor
Google AdWords
editor is good for
experienced
AdWords users
that want to
manage multiple
campaigns offline
before publishing
32. The AdWords Editor
The editor makes
it easy to manage
keywords and to
adjust bids.
You can easily
increase or
decrease bids
across multiple
keywords.
33. The AdWords Editor
The editor makes
writing AdCopy
easy to manage
and edit across
large campaigns.
The find and
replace tool is
especially handy!
34. Display Network
Create all types of ads -
text, image, interactive and
video ads.
Place those ads on websites
that are relevant to what
you’re selling.
Show those ads to the
people that are likely to be
most interested.
Manage and track your
budget, campaigns and
results as you go.
35. PPC in the mobile age…
Google’s mobile revenues have
been growing year on year for PPC
Smartphones occupy 6.9% of
Adwords clicks
Tablets occupy 2.3% of Adwords
clicks
CTRs are higher on mobiles and
tablet devices
38. Competition!
We’re giving away £3,000
worth of digital marketing
to spend on SEO or a
Social Campaign, to enter
please let me have your
business card!