1. PPC Challenge

2. What is PPC?

3. Paid Ads
Organic
Results

4. SEO
vs
PPC
●
Long-Term > It takes time to
see organic results
●
Instant > After setup, results
are almost immediate
●
A gradual process to
improve results over time
●
●
Requires ongoing
optimization
Requires management to
ensure budget is properly
allocated (can be costly if not
careful)
●
Once budget is stopped, so
does traffic and results
●
Results continue even after
work stops (budget ends)
http://unbounce.com/ppc/seo-vs-ppc-infographic/

5. Keywords
A term on which advertisers bid to trigger their paid search ads to
be shown to relevant users.
Search Query
Keyword

6. Acronyms, Acronyms
PPC ... Pay Per Click
CPC ... Cost Per Click
CPM ... Cost Per Thousand (Impressions)
CPA ... Cost Per Acquisition (or Action)
CTR ... Click Through Rate
SEO ... Search Engine Optimization
SERP … Search Engine Results Page
http://searchengineland.com/a-paid-search-glossary-33798

7. AdWords

8. Account Management

9. Planning your Adwords account

10. Keyword Report

11. Message Match
http://unbounce.com/ppc/play-matchmaker-with-ppc-ads-and-landing-pages/

15. Gia’s Recommended Resources
Glossary of Terms
http://searchengineland.com/a-paid-search-glossary-33798/
PPC Landing Page Elements
http://unbounce.com/landing-page-articles/the-anatomy-of-a-landing-page/
http://webinar.unbounce.com/science-of-landing-pages-recording/
Message Match
http://unbounce.com/ppc/play-matchmaker-with-ppc-ads-and-landing-pages/

16. Jakki’s Recommended Resources
(from Adwords)
Campaign & Ad Management
https://support.google.com/adwords/certification/topic/2799683?
hl=en&ref_topic=2799680
Budget & Bidding
https://support.google.com/adwords/topic/3119127?hl=en&ref_topic=3119122
Landing pages & Adwords
https://support.google.com/adwords/answer/1659694

17. Keyword Matching Options
https://support.google.com/adwords/answer/3441489?
hl=en&ref_topic=3122868&rd=1
Conversions & Tracking
https://support.google.com/adwords/answer/1722054?hl=en
Reporting in Adwords
https://support.google.com/adwords/certification/topic/2795215?
hl=en&ref_topic=2792638

18. Q&A
Go start kicking ass at http://google.
adwords.com