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Internet Advertising for Professionals

Frank Dobner

Search Engine Marketing -

Google Adwords

Contact Frank Dobner

http://www.TheStartupSource.com• frank@thestartupsource.com

• 630-717-1001

Do you or someone you know want to speak Italian?:• http://www.SpeakItalianToday.com

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What is Pay Per Click?

“..pay per click (PPC) is an Internet advertising model used on search engines ……in which advertisers pay their host only when their ad is clicked…” ~ excerpt from Wikipedia

PPC is:• Form of direct response marketing• Pay only when click link• Auction system – bid for keywords• Cost per click determined by several factors

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SEO and PPC

SEO is “free” (just a lot of work and time) PPC is not free but search results are instant

• PPC Clickers Are Ready To Buy• PPC scales well to small budgets • PPC is easily trackable and measurable• With PPC, you can

• throw up a landing page• write ad(s)• set your budget• watch it go live• test your traffic• pause unproductive ads• might even see some sales.

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PPC in Search ResultsO

rgan

ic R

esu

lts

(SE

O)

PPC Ads

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More About Paid and Organic

GoogleSearch

OrganicResults

Paid Search Results

Results Determined Largely By:

1. On Page Factors:• Quality of content

2. Off Page Factors:• Number of quality back

links

Results Determined By:

1. Ad Copy2. Relevancy of Keywords3. CTR4. Bid Price5. Landing Page Quality

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Click Results – PPC & SEO

Organic (SEO) - 75% of Clicks

PPC - 25% of Clicks

Source: Marketing Sherpa and Enquiro Research

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Research Keywords

Visitors/day per keyword string

Research Competitors

What is the Adword appeal?

Number of competing pages

Tracking Campaign

Writing Ad Copy

Building & Initiating Campaign

THE CRITICAL PIECE

TEST, TEST, TEST

Weed out unproductive ad groups and ad variations

The Campaign Process

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The Google PPC “Equation”

Google wants to……………. Maximize Their Profits

Note: Google is maximizing its revenue per search

So, Google provides internet users the best search and find experience…..so that users search even more

Number of ClicksAdwordsBid Price

Maximize Google’s Profit X=

• Ad Copy – Title & Description• Relevancy of KeywordsQuality

Score

Factors Determining:

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Google Quality Score

Quality Score – It is about meeting users’ expectations by being the most relevant

• Quality Score - “…a dynamic variable assigned to each of your keywords…”

• Reward for high quality score:• Lower Bid prices

• Penalty for low quality score:• Deactivated keywords or jacked-up bid prices

• Close Match: Keyword Ad Text Landing Page

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Keyword Research

Demo

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Keyword Research: Market Research

Choose keywords that:

Have sufficient traffic (searches per month)

Have Sufficient competition (want customers already buying)

But Not too much competition (hard to rank)

Bid prices are reasonable

Reveal Commercial Intent

Our Business: Used Trailers• National retailer of used camping trailers

• Sell to lower 48 U.S. states

• Unique Offer:

• Sell only used trailers

• Provide free shipping to customers w/i 48 states

• Shipment guaranteed in 7 days: door to door

• Virtual tour on website for each pre-inspect trailer

• Typical purchasing customer:• Male

• 30 – 45 years

• Married

• Average family size 4

• Down economy - Looking for inexpensive and memorable vacation

• Remembers camping as a boy

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Google Phrase Match Options

Broad Match:• used camping trailers

• Results could include – camping trailers used for

Phrase Match:• “used camping trailers”

• Results could include - used camping trailers for sale

Exact Match:• [used camping trailers]

• Results could only include - used camping trailers

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Google Adwords

Demo

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Campaign Structure

Campaign 2

Ad Group 1 Ad Group 2 Ad Group n……..

Ad Variation 1

Ad Variation 2

Ad Variation n

……..

Campaign 1 ……..

Product LineProduct

Ex: New Camping Trailers Ex. Used Camping Trailers

Ex. Used Traveler Trailers

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Anatomy of A Good Ad:

• Headline (25 Characters Max)• INCLUDE KEYWORDS!

• Description Line 1 (35 Characters Max)• A Benefit – what will the customer get out of it

• Description Line 2 (35 Characters Max)• A Feature as it relates to the customer’s issue

• Display URL (35 characters)• Include Keywords (must be same domain asDestination URL

• Destination URL (1,024 characters)• Actual URL

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Create Ad Variations

Create 4 Ads from 2 Titles and 2 Descriptions 2 Titles:

• Used Pop Up Campers

• Used Pop Up Campers Now?

2 Description (lines 1 and 2):• Budget Family Trip You’ll Remember

• Free Ship To Lower 48 US States

• Fun and Memorable Family Vacation

• Free Shipment to Your Door – Fast!

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Search Results for “Go Kart Engine”

“Go Kart Engine” -  27,100  Monthly Global Searches

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Ads Gone Wild!

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Landing Pages Matter

Exceed expectations & achieve objectives by:• Targeted landing pages – keyword optimized, remember:

• Keyword Ad copy Landing Page

• Other Elements• Relevant & pleasing to the eye

• Limited site navigation

• Minimize depth of website

• Clear call to action

• Simple data forms to capture information

• Testimonials or other social proof

• Tell users what to do – specifically!

• Boilerplate:

• Terms and Conditions

• Privacy Policy

• Contact Us – telephone number and physical address

Screenshot Slides

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Need a Google account?

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Enter account info or create one

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Creating an account

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Account Creation Confirmation

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Login after confirmation

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Business Solutions

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Account Snapshot

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Account Snapshot (lower half)

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Campaign Summary

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Start New Campaign

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Create Ad

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Campaign Keywords

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Ad Group Bid Price

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Review and Save New Campaign

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Campaign Settings