An Introduction to PPC Paid Search

IPROSPECT

Introduction To PPC

Copyright © 2013, iProspect, Inc. All rights reserved.

Digital Performance on a Global Scale.


TODAY’S AGENDA


PAID SEARCH


Search engine optimization (SEO) is the process

of improving the visibility of a website or a web page in search

engines via the natural/un-paid/organic/algorithmic

search results

Paid Search Advertising is a method of placing online

advertisements on Web pages that show results from search

engine queries


PAID SEARCH



PAID SEARCH

The main differences between PPC and SEO are:

1. Position on the search results page2. Traffic Potential3. Associated Costs4. Time Commitment5. Website Involvement



1. POSITION



2. TRAFFIC POTENTIAL



3. ASSOCIATED COSTS




5. WEBSITE INVOLVEMENT

The performance , optimisation and

coding of the website is central to SEO

The performance , optimisation and

coding of the website is central to SEO

Website optimisation is not essential for PPC

unless Online Sales and a positive user

experience are your main goals

Website optimisation is not essential for PPC

unless Online Sales and a positive user

experience are your main goals


BENEFITS OF PAID SEARCH



INCREASED VISIBILITY


Source: http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html



INSTANT RESULTS

Paid Search activity can be up and running within 24 hours and driving results instantly


SALES




CUSTOMERS WHO PURCHASE ONLINE ARE

30% MORE LIKELY TO PERFORM A SEARCH

17% MORE LIKELY TO HAVE CLICKED ON A PPC AD


SEARCH PURCHASE PATHS


Source: Google & Econsultancy



38% of Irish consumers researched online before purchasing offline

in 2012

This figure has doubled since 2010

SEARCH DRIVES OFFLINE SALES



THE AUCTION


THE AUCTION


Every time a user searches on Google an auction is triggered based on a formula known as Ad Rank


AD RANK


Ad Rank is calculated by multiplying the Cost Per Click of each keyword by the Quality Score of the campaign.



Ads with stronger Ad Rank pay less

on Google


COST



IMPRESSION SHARE

Impression Share is a metric that represents the percentage of times ads were shown out of the total available impressions for which they were eligible.


• Lost IS (Budget)– Missed

Impressions Due To Budget Restrictions

• Lost IS (Rank)– Missed

Impressions Due To Quality Score & CPCs



THE 6 PILLARS OF ADWORDS


RELEVANCY

Relevancy is the key to creating efficient campaigns and should be evident in all aspects of AdWords campaigns.

The more relevant the campaign, the more likely users will be to engage and the better the overall performance.




Keywords transcend audience profiles

In Paid Search our focus is on choosing the most relevant

keywords



The more relevant your campaigns are to your product, the stickier and more successful your campaign will be!



Keywords are the

foundation

for Search Marketing


KEYWORD CHECKLIST



MATCH TYPES



NEGATIVE KEYWORDS


Negative Keywords

Daylight

Robbery

rob

day

Negative Keywords

Fire

Fireman

Sam

cartoon

Be Careful! Adding a term like ‘day light’ will block all activity on light, light bulbs etc


KEYWORD TOOL


Google Keyword Tool: https://adwords.google.com/keywordtool


KEYWORD TOOL



ACCOUNT STRUCTURE

Account Structure is vital in ensuring control and a method to the madness that is AdWords.


Daily Budgets are set at the Campaign level


ACCOUNT STRUCTURE


Accounts can include up to 10,000 Campaigns, 20,000 Ad Groups per Campaign

and 10,000 Keywords per Ad Group!


ACCOUNT STRUCTURE EXAMPLE



AD COPY

AdWords Ad Copy is an opportunity to reach out to new and existing customers so put your best foot forward

AdWords will complement your SEO strategy as the messaging can be much more specific and go live immediately.



AD COPY


RosesBuy Roses Online

Buy 12 Red Roses Online For

Just €60. Offer For Today Only.

www.redroses.ie

TulipsBuy Tulips Online

Buy A Bouquet Of 30 Tulips

Here For Just €30. Offer Ends

Today.

www.tulips.ie


AD COPY



WEBSITE CHECKLIST



OPTIMISATION


Did you know that 25% of search queries Google sees on a daily basis are brand new?

As search patterns, consumer behaviour, products and offers change so too must AdWords.

IPROSPECT

AdWords Performance



UNDERSTANDING PERFORMANCE


IPROSPECT

Ad Extensions



AD EXTENSIONS



LOCATION EXTENSIONS



CLICK TO CALL



SITELINKS



SOCIAL EXTENSIONS



CLICK TO DOWNLOAD


IPROSPECT

Where’s My Ad?



WHERE’S MY AD

• Is the exact term in the account?

• Is the search term relevant?

• Is there sufficient budget?

• Have you checked page 2?

• Did you see the ad earlier today?

• Where are you targeting?

• What does the latest Impression Share report tell you?


Remember – Every auction

is unique!

Remember – Every auction

is unique!

IPROSPECT

Remember…




Thank You

An Introduction to PPC Paid Search

Technology

Transcript of An Introduction to PPC Paid Search