PPC for CEO's

1. © John Straw, 2012

2. What is it?
• Google Adwords is a Pay Per Click advertising service
(PPC)
• Advertisers specify
– The words and phrases that trigger their ads
(keywords/key phrases)
– The maximum they are willing to pay per click
• Google then displays the ads as sponsored link
• The ranking of the ads depends on
– Other advertisers bids
– The “quality score” of the adverts and landing pages
© John Straw, 2012

3. Dominant Google
© John Straw, 2012

4. Where are the ads displayed?
© John Straw, 2012

5. Display Options
Ads can be;
• Text ads
• Image and video ads in 8 specific sizes
© John Straw, 2012

6. What adwords can do for advertisers
• Pay for performance
• Relevant traffic
• Targeting
– Georgraphically
– By device
– Demographically
• Total budget control
• Track to sale
© John Straw, 2012

7. And where it doesn’t work…
Brand recognition causes click
through
No recognition, no click
© John Straw, 2012

8. Case in point…
© John Straw, 2012

9. Brand recognition generates click through…
© John Straw, 2012

10. Adwords campaign planning
• Plan your objectives
– Total marketing budget/no of new sales = Target
Acquisition Cost
– Marketing budget £100k, target 1,000 new sales TAC
is £100 per acquisition
– What’s your current conversation ratio? Eg 2%
– So to convert 1,000 new sales then we would have to
generate 50,000 clicks
• This is how you price an adwords campaign
• Keyword planning is mission critical to get the
price/volume equation right
© John Straw, 2012

11. Keyword research
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12. Critical – keyword matching selection
Selection Type Example Keyword Ad is shown
against
Broad Match “womens coats” coats for women,
ladies coats
Phrase Match “womens coats” Womens coats
Exact Match “womens coats” [womens coats]
Negative Match “pink womens coats” Not shown
© John Straw, 2012

13. The importance of quality
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14. Landing page quality
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15. Bidding Strategy - Levers
• Do I bid if I have No.1 natural search position
• Do I bid at night
• What’s my acquisition cost
• Am I merchandising
• Do I allow my affiliates to bid against me?
© John Straw, 2012

16. Finally
© John Straw, 2012