Post on 06-May-2015
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PPC KICKOFF:
Getting Started With PPC
#PPCkickoff
trada.comThursday, July 21, 2011
Dan Tisser, Account Manager
Danny Randa, Marketing Coordinator
trada.comThursday, July 21, 2011
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Opening Kickoff
What is Pay Per Click?
Thursday, July 21, 2011
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Pay Per Click (PPC) is an internet advertising model where advertisers pay for clicks on ads.
Up to 50% off FootballsFree shipping on college and pro regulation Footballs. Shop Now!tradasports.com/Football
An ad as it would appear on a search results page
Pay Per ClickKickoff
Thursday, July 21, 2011
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Search QueryTop ranking PPC Ads
Organic Search Results
Lower Ranking PPC Ads
The Anatomy of a Search Results Page
Thursday, July 21, 2011
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PPC
SEOPPC
SEO vs PPC
Thursday, July 21, 2011
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User enters a keyword
Ads are displayed according to the results of an instant auction
Thursday, July 21, 2011
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Google Sites65%
17%
11%
4%3%
Google Sites Yahoo! Sites Bing Sites Ask Network AOL LLC Network
• Google accounts for 65% of all search traffic
• Yahoo/Bing combine for more than 25% of all search
traffic
The Search Engine Field
Thursday, July 21, 2011
Basic Terms
SEO
Impressions
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Clicks
Click-Through Rate (CTR)
Cost-Per Click (CPC)
Search Engine Optimization is altering the code and content of a website to make it more friendly to search engine spiders so that the site will be included in the search index and ranked well for organic queries
Conversions
Thursday, July 21, 2011
Basic Terms
SEO
Impressions
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Clicks
Click-Through Rate (CTR)
Cost-Per Click (CPC)
Also known as ad views, an impression is when your ad shows up on the results page
Conversions
Thursday, July 21, 2011
Basic Terms
SEO
Impressions
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Clicks
Click-Through Rate (CTR)
Cost-Per Click (CPC)
When a user clicks an ad. You are charged anytime you get a click. Conversions
Thursday, July 21, 2011
Basic Terms
SEO
Impressions
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Clicks
Click-Through Rate (CTR)
Cost-Per Click (CPC)
When a user completes a desired action such as a purchase, sign-up, registration, lead, or view. Your definition of a conversion will depend on what your goals are.
Conversions
Thursday, July 21, 2011
Basic Terms
SEO
Impressions
Clicks
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Conversions
Click-Through Rate (CTR)
Cost-Per Click (CPC)
The ratio of clicks to impressions. CTR is a good indicator of how relevant your ad is to the keyword being searched
Thursday, July 21, 2011
Basic Terms
SEO
Impressions
Clicks
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Conversions
Click-Through Rate (CTR)
Cost-Per Click (CPC)
The amount you pay for each click on your ad. This term is sometimes used interchangeably with the pay-per-click cost.
Thursday, July 21, 2011
Engaged Audience
Quick/Easy Visibility
Return On Investment
Valuable Data
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Why Use PPC?
Thursday, July 21, 2011
Engaged Audience
Quick/Easy Visibility
Return On Investment
Valuable Data
trada.com
Why Use PPC?
Thursday, July 21, 2011
Engaged Audience
Quick/Easy Visibility
Return On Investment
Valuable Data
trada.com
Why Use PPC?
Thursday, July 21, 2011
Engaged Audience
Quick/Easy Visibility
Return On Investment
Valuable Data
trada.com
Why Use PPC?
Thursday, July 21, 2011
Quality Score
Some elements of Quality Score:
keyword, ad and landing page relevance
click-through rate
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When determining where ads rank
and how much an advertiser will pay for a click, Google and Yahoo/Bing consider Quality
Score.
Thursday, July 21, 2011
Quality Score
Luckily, we’re holding a webinar next
Wednesday: How to Score with Quality
Score.
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Quality Score is important to
consider when you build your
campaign, but it’s complicated.
Thursday, July 21, 2011
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The Playbook
How To Use Pay Per Click
Thursday, July 21, 2011
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First Down
Keywords
Thursday, July 21, 2011
Keywords
Think Like a Customer
Brainstorm Variations
Use Keyword Tools When You Need Help
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How Do I Choose Which Keywords
To Bid On?
Thursday, July 21, 2011
Keywords
Think Like a Customer
Brainstorm Variations
Use Keyword Tools When You Need Help
trada.com
How Do I Choose Which Keywords
To Bid On?
Thursday, July 21, 2011
Keywords
Think Like a Customer
Brainstorm Variations
Use Keyword Tools When You Need Help
trada.com
How Do I Choose Which Keywords
To Bid On?
Thursday, July 21, 2011
Keywords
Broad Match
Phrase Match
Exact Match
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Keyword Match Types
Thursday, July 21, 2011
Keywords
Broad Match
Phrase Match
Exact Match
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Liberally Interprets Keyword Intent
Thursday, July 21, 2011
Keywords
Broad Match
Phrase Match
Exact Match
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Exact Phrase Must Be Included in Search
Query
Thursday, July 21, 2011
Keywords
Broad Match
Phrase Match
Exact Match
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Exact Phrase Only
Thursday, July 21, 2011
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Second Down
Ads
Thursday, July 21, 2011
Anatomy of a PPC Ad
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Up to 50% off FootballsFree shipping on college and pro regulation Footballs. Shop Now!tradasports.com/Footballs
Thursday, July 21, 2011
Anatomy of a PPC Ad
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Up to 50% off FootballsFree shipping on college and pro regulation Footballs. Shop Now!tradasports.com/Footballs
Headline: 25 Characters
Thursday, July 21, 2011
Anatomy of a PPC Ad
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Up to 50% off FootballsFree shipping on college and pro regulation Footballs. Shop Now!tradasports.com/Footballs
Body Copy: 70 Characters
Thursday, July 21, 2011
Anatomy of a PPC Ad
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Up to 50% off FootballsFree shipping on college and pro regulation Footballs. Shop Now!tradasports.com/Footballs
Display URL: 35 Characters
Thursday, July 21, 2011
Writing Ads
Be creative and thoughtful
Differentiate Yourself
Use a Call-To-Action
Test, test, test!
trada.comThursday, July 21, 2011
Writing Ads
Be creative and thoughtful
Differentiate Yourself
Use a Call-To-Action
Test, test, test!
trada.comThursday, July 21, 2011
Writing Ads
Be creative and thoughtful
Differentiate Yourself
Use a Call-To-Action
Test, test, test!
trada.comThursday, July 21, 2011
Writing Ads
Be creative and thoughtful
Differentiate Yourself
Use a Call-To-Action
Test, test, test!
trada.comThursday, July 21, 2011
Keywords
Organizes Keywordsand Ads
Creates Highly Targeted Keyword and Ad
Combinations
Watch “The Architecture Of Ad Groups” For More
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What About Ad Groups?
Thursday, July 21, 2011
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Third Down
Landing Pages
Thursday, July 21, 2011
Where to Send Traffic?
When a user clicks your ad, they are sent to a
landing page.
This is a page on your website.
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Where to Send Traffic?
Have a Clear “Call To Action”
Answer the Searcher’s Question
Keep Everything Above the Fold
Use Testimonials, Reviews, and
Certifications to Earn Trust
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What Makes a Good Landing
Page?
Thursday, July 21, 2011
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Fourth Down
Testing and Optimizing
Thursday, July 21, 2011
Testing and Optimizing
The market is always changing
You might be spending too much!
A stale campaign is hard to fix
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Why Do I Need To Test?
Thursday, July 21, 2011
Testing and Optimizing
Even a mature campaign needs optimization.
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You are NEVER done testing and
optimizing.
Thursday, July 21, 2011
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Overtime
What’s Next?
Thursday, July 21, 2011
Overtime
Check out our resources page for all kinds of PPC
help: webinars, guides and videos!
trada.com/resources
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There’s More To Learn!
Thursday, July 21, 2011
Here’s where we take two minutes to tell you about how Trada can help you with PPC...
... and it doesn’t cost any more than if you were to do search
marketing yourself.
trada.comThursday, July 21, 2011
Trada has a large, global crowd of certified paid search experts who do PPC for you.
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Multiple experts work on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks
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and they already know how to run PPC campaigns!
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It’s pay-for-performance.
There are NO fees: no startup fees, no management fees.
You can get started right away.
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Time for questions!
For more information or to schedule a demo, email dranda@trada.com
trada.comThursday, July 21, 2011