1. Digital Eyes Media Academy
WELCOME BACK

2. IT’S BEEN A MONTH….
What have you implemented in your
business since the last session?

3. HOW TO NOT LOOSE YOUR SHIRT WHEN
USING PAY PER CLICK (PPC)

4. AIMS OF THE SESSION
By the end of the session we’ll all have an understanding of the
following:
• What PPC is
• Why PPC is an effective marketing tool
• How to create an account
• The best way to create an ad campaign
• Managing a budget
• Measure the success of a campaign

5. WHAT IS PPC AND WHY’S IT DIFFERENT?
A method to advertise your brand, service or
product. Advertisers are charged after an advert is
clicked NOT when it’s been seen.

6. WHERE WILL MY AD’S SHOW?

8. WHY USE PAID ADS?

9. CREATING AN ACCOUNT
You can use AdWords with any Google enabled email account, not
just Gmail accounts.
Once you have an account you’ll need to set up your billing
information and add how you will fund your account. At this point
you will also need to apply your AdWords voucher.
Let me know if you’d like a voucher and it will be emailed to you.

10. CREATE AN AD GROUP

11. CREATE AN AD
The importance of a well constructed ad….
• Use matched keywords in your ad
• Include a call to action
• Highlight your USP or offer (clearly)
• Get to the point!
• Test, test, test

12. YOUR AD

13. SAMPLE ADS

14. NOW IT’S YOUR TURN
Create at least 2 ads for your company
promoting your business on the worksheets
provided

15. KEYWORD RESEARCH

16. BACK TO YOUR AD
Pick a range of keywords for one of your ads, think about:
• Broad matches
• Phrase matches
• Exact matches
• Negative keywords

17. QUALITY SCORE

18. HOW MUCH DOES IT COST?

19. THE NEXT STEP
Think about the best next step in the journey:
• Be focused
• Have a clear objective
• Measure conversions to sales
Where possible use a bespoke landing page

20. TRACKING PROGRESS

21. GOOGLE ANALYTICS

22. Questions?