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Creating Success Using PPC Advertising
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Transcript of Creating Success Using PPC Advertising
Create Success Using PPC Advertising Presented by Wakefly, Inc.
Presenter Jeff Demers
1800 West Park Drive, Suite 100 Westborough, MA 01581 [email protected]
508-768-0032
Agenda
• Introduction to AdWords • How Google ranks ads • The importance of structure • How to choose the right keywords • How to write great ads • Live demo • Q&A
Introduction to AdWords
In this section we’ll cover...
• An introduction to Google AdWords • Common questions from new advertisers • The importance of setting goals • Where your ads can show: An explanation of the Google Ad Network • How to sign up
What is Google AdWords?
• AdWords is Google’s advertising program o Advertisers select keywords; ads appear next to the search results
on Google.com • Advertisers can also show ads on hundreds of thousands of websites
o Ads are matched to Web pages relevant to advertisers’ keywords
The questions people ask
Is AdWords appropriate for my small business? Which keywords
should I use?
How will I be charged?
Where will my ads appear? How do I write a great ad?
How do I get my ad in the #1 position?
What questions do you have?
Before we begin... what are your goals?
I want to open my email every morning and see at least 3 new orders.
I’d like to increase sales by 15 percent.
I want at least 40 visits to my website every day.
I want to double my customer base.
I want five quality leads a day for my sales team to call.
I want an ROI of 250 percent on all sales coming from AdWords.
I’d like to get as many clicks as I can for less than $0.80 per click.
OK, now you know what you want
Where do ads appear?
Google.com
The Search Partners
The Google Display Network
How Google Ranks Ads
In this section we’ll cover...
• How the AdWords auction works • How Google calculates your place in the auction • What’s Max CPC? • How Quality Score is calculated • How all this affects what you pay for a click
How does AdWords work?
Instant Auction A live auction is run for every search
Ad Position = Quality x Your Bid
Quality Factors: Clickthrough rate, keyword relevance, ad
relevance and historical performance
Everyone wants to be in position #1
The position of each ad is determined using a ranking formula.
The magic ad ranking formula
Ad Rank Maximum
Cost-Per-Click Bid (Max. CPC)
Quality Score = x
The Bottom Line: If you have a great Quality Score, you can still show in a
high position with a low bid
What is your Max CPC?
• The maximum price you are prepared to pay for a click • Your ‘bid’ in the AdWords auction
What is Quality Score?
• A measure of how relevant and useful your ads are. • Do your ads & keywords provide a good user experience?
POOR
OK
GREAT
Note: The above example is for demonstration purposes only. It is not meant to indicate the actual quality score of the ads.
Quality Score measures user experience
How Google calculates Quality Score
Click-through rate (CTR) How often do people click on your ad when it is shown?
+
Clickthrough-Rate (CTR) Of the people who saw your ad, how many clicked on it?
Relevancy Do your keywords match your ads?
Does the search query match your keyword?
Does your landing page provide a good user experience? Landing Page Quality
+
You can see your Quality Score for each keyword
The magic ranking formula - example
Alison, Scott and Jon are all bidding on the keyword ‘zipline kits.’ Based on their Max CPC and Quality Score, whose ad will show in first position?
= x $1.00 8 Alison
= x $1.00 10 Scott
= x $2.35 3 Jon
8
10
7
1st
2nd
3rd
Ad Rank Max CPC Quality Score
How much do I actually pay?
Your actual CPC is the Ad Rank of the advertiser below, divided by your Quality Score.
= x $1.00 8
= x $2.35 3
= x $1.00 10 Scott
Alison
Jon
10
8
7 $min
$.88
$.80
Ad Rank Max CPC Quality Score Actual CPC
(8/10)
(7/8)
minimum
=
=
=
So you’ll show in a higher position if...
• Your Quality Score is at least 7/10 for each keyword • Your bids are competitive • Both!
The Importance of Structure
In this section we’ll cover...
• The structure and limits of a typical AdWords account • Best practices for organizing your account
AdWords account structure
AdWords Account
Unique email address & password Billing information
Campaign
Daily budget Location/language targeting
Distribution preference End date
Campaign
Daily budget Location/language targeting
Distribution preference End date
Ad Group
Keywords Ads
Ad Group
Keywords Ads
Ad Group
Keywords Ads
Ad Group
Keywords Ads
Ad Group
Keywords Ads
Ad Group
Keywords Ads
25
The WRONG way to structure an account
“Website Design” Campaign
Website Design Ad Group
Website Design Company The Leader’s in Website Design, Request a Free Consultation Today. Wakefly.com/Web-Design
professional web site redesign company professional website redesigning professional web redesign custom website redesign corporate website redesigns corporate web redesign corporate website redesign company
corporate website redesign company website companies professional website design company business web design companies website designer freelance web designer freelance web designs website redesign
seo web design professional seo web design website redesign company custom web design customized web site design web design customized affordable business websites website for my business
AdWords Account
26
A BETTER way to structure an account
“Business Web Design” Ad Group
“Professional Web Design” Ad Group
“Corporate Web Design” Ad Group
Business Web Design Award Winning Design & Affordable Let's Discuss Your Exact Needs Wakefly.com/Business-Web-Design
Corporate Web Design The Leader’s in Corporate Website Design. Request a Free Consultation. Wakefly.com/Corporate-Web-Design
Professional Web Design Professionally Designed Websites. Check Out Our Portfolio Today! Wakefly.com/Professional-Web-Design
Business web design Business website design Business website designers Web design for my business Designing business websites
corporate web design corporate website design corporate website designers Web design for my corporate Designing corporate websites
professional web design professional website design professional website designers Web design for my professional Designing professional websites
AdWords Account
“Website Design” Campaign
Structuring your own account for success
• Create one Ad Group for each product or service • Create one Ad Group with your brand/business name as keywords • Create additional Ad Groups for variations “B&B” vs. “Bed and Breakfast”
For a Plumber emergency plumbing hot water repairs hot water installation Dishwasher installation bathroom renovations drain clearing Plumber nashville
For a Sports Equipment Store Tents sleeping bags portable stoves Backpacks hiking boots lanterns swiss amy knives
For a Bed & Breakfast bed & breakfast nashville b&b nashville cheap nashville hotel luxury bed & breakfast luxury b&b nashville inns
How to Choose the Right Keywords
In this section we’ll cover...
• How to begin building your keyword list • How to apply the “Goldilocks” principle • Keywords match types • The Google Keyword Tool
Building a keyword list
• Brainstorm business • Review website • Think like a customer • Focus on what differentiates • Include plural & singular versions • Include spelling mistakes & variations • Include product numbers & codes
Use the ‘Goldilocks principle’ to pick keywords
Too General Just Right Too Specific
vacation tax store bags accounting
florida vacation rental tax preparation nashville dvd storage handmade leather bags cheap accounting software
3 br vacation rental grayton beach tax preparation service nolensville rd faux leather storage for dvd box sets handmade black croc leather handbags accounting software for petsitting biz
• Add all relevant keyword variations: singular/plural and synonyms • Keyword combinations, accent marks (á, é, í, ó, ú, ñ, ü, etc.) • Make keywords specific to your product or service
What happens if my keyword is too general?
Example keyword ‘vacation’ -- your ad might show for:
vacation rental vacation deals vacation ideas vacations for kids vacations for singles vacations for veterans National lampoon’s european vacation permanent vacation lyrics
The go-go’s vacation disney vacation club pictures from our vacation by lynne rae perkins vacation auctions vacation accrual policy Vacation agent magazine vacation air conditioning vacation anxiety
General keywords = low clickthrough-rate = low Quality Score
32
Keyword matching options
Match Type How keyword appears in AdWords
The ad will show when: The ad will show when a searcher types:
Broad Caribbean Cruise
All words containing one word or combination of words in any order is used as the query.
Cruise Control Caribbean Pictures Cruise in Carribean
Broad Match Modifier +Caribbean +Cruise Queries containing variations of
each keyword
Caribbean Cruises Cruises in Caribean Carribbean Cruise
Phrase “Caribbean Cruise”
Queries are typed in the exact order specified. Can have other words before and/or after.
Cheap Caribbean Cruise Caribbean Cruise deals Luxury Caribbean Cruise
Exact [Caribbean Cruise] Queries must be only & exactly what the user types in
Caribbean Cruise
Negative -Tom Ads will not appear when this search term is entered in the query
Ad will not show if someone types: Tom Cruise
Examples of negative keywords
Service provider -become -study -class -classes -course -license -training -jobs -employment -supplies -tools -price
Vacation destination -library -doctor -vet -hospital -schools -coffee -cards -history -jobs in -pictures -news -weather
Frequently used -free -lyrics -second hand -used -parts -repairs -wholesale -pics -pictures -definition of -history -diy
The Google Keyword Tool: help finding keywords
Enter your keyword
Get additional keyword suggestions
35
How to Write Great Ads
In this section we’ll cover...
• Ad text specifications • Tips for writing better ads
Ad text specifications
Ad title (25 characters max, including spaces) Two description lines (35 characters max each, including spaces) Display URL (35 characters max, including spaces) Destination URL (1024 characters max, including spaces)
What is a good AdWords ad?
A good ad: • Is relevant to the keywords in the ad group • Gets a high clickthrough-rate (CTR) • Effectively sells your product or service • Stands out from your competitors • Includes a call to action
What doesn’t work
Vague, irrelevant, unclear ads without useful information.
Ask yourself just 3 questions to help you write great ads!
“We won an award in 2009” “All our products are custom made” “We always show up on time” “We’re open 7 days a week”
This helps you write useful
ads
1. What sets your business apart?
Why would someone choose your business over a competitor? Examples:
“We only sell products made in the USA” “We have a money back guarantee” “We have 30 years experience” “Free shipping if you buy two” “We have lower prices” “We offer free quotes” “We’re having a sale”
2. Can you describe your products or services?
Describe specific or technical details of your products or services. Examples:
“Made from recycled materials” “Battery lasts up to 8 hours” “From $16 per square foot” “Suitable for diabetics” “Dishwasher safe” “Collectors item” “Sizes 8-16”
“Evening classes available” “18 day all-inclusive tour” “10 Nashville locations” “24/7 onsite support” “On time or it’s free” “First class is free” “HIPPA compliant”
This helps you write useful ads
3. What is your call to action?
After someone clicks on your ad and visits your website, what is it you want them to do next? Examples:
“Call us to request a free quote” “Browse through all of our toys” “Book your rental home online” “Download a 30-day free trial” “Sign up for our mailing list”
“Learn more about osteoporosis” “Order a copy of our brochure” “Call us and order a pizza” “Request a call back”
This helps you write a call to
action
Put it all together for better ads
Always direct traffic to the most useful page on the site.
Link to the best landing page
How to get to your goals – step by step
Experiment! Try new ads and keywords to get the best to see which perform best. Track your results Measure! Have you achieved your goals? Repeat
A Quick Recap
Where Ads Show Show ads on Google.com, the Search Partners, the Google Display Network.
How to Structure an Account Structure your account for success with campaigns, Ad Groups and keywords.
How to Select Keywords Keyword match types, the “Goldilocks” principle, using the Google Keyword Tool.
How To Write Ads Ad text specifications, tips for writing more effective ads, calls to action.
After this session, you should know
Thank you!