Pay Per Click - chicagostyleseo.com€¦ · Pay Per Click 773.809.5002 • [email protected]...

Pay Per Click

Rod Holmes

The Big Picture

SEM

PPC

AdWords

AdCenter

Search Engine Marketing

Pay Per Click

773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614

Pay Per Click


Why is PPC Important?

2/3 of Clicks for High-Commercial-Intent Keywords go to Sponsored Results

45.5% of people did not know the listings at the top were ads.

Up to 85.2% of pixels above the fold are sponsored results in High-Commercial-Intent Keywords

source - http://www.wordstream.com/articles/google-ads 773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614

http://www.wordstream.com/articles/google-ads

http://www.wordstream.com/articles/google-ads

Why is PPC Important?

Instant Traffic While Working on Organic Rankings

Trackable, Controllable ROI

Guaranteed Traffic

Budget-able Expense773.809.5002 • [email protected]

2020 Lincoln Park West #3 Chicago, IL 60614

AdGroups

Campaigns

How Is AdWords Organized?

Keywords Keywords

Keywords Keywords

Keywords Keywords

AdGroups


What You Do...

What to Pay Attention To...

The Basics


Organize Keywords into AdGroupsWrite Two Ads Per AdGroupReview BiddingLaunchAnalyze & Adjust Per Goals

Research Keywords

What You Do...Determine Business Goals


Buying FunnelDetermine Business Goals

Awareness

Interest

Learn

Shop

Buy


Determine Business Goals

Organize Keywords into AdGroupsWrite Two Ads Per AdGroupReview BiddingLaunchAnalyze Per Goals

Research Keywords

What You Do...


Find Long-tail Keywords

Research Keywords

Long-tail Keywords

# O

f Sea

rche

s/M

onth

Keywords773.809.5002 • [email protected]


Research Keywords

Awareness

Interest

Learn

Shop

Buy


Research Keywords

Keywords...Four Basic Types•Explicit

•The Problem

•Symptoms

•Product Parts or Brand Names

Chicago Plumber

Broken P-trap

Water Dripping from Pipe

Acme P-trap #K438-90773.809.5002 • [email protected]


Research Keywords




Research Keywords

What You Do...


Group Keyword So One Ad Can Represent & Repeat the Keywords

Wedding Photographer

Wedding Picture

Wedding Pictures

Wedding Photojournalist

Wedding VideoBest Wedding Photographer

Chicago Wedding Photography

Organize Keywords into AdGroups




Research Keywords

What You Do...


What You Do...


The Basics



Click Thru Rates (CTR)

Cost Per Click (CPC)

CPC vs. Bid

Average Position

Quality Score773.809.5002 • [email protected]


Why is Quality Score Key?

QS X Max CPC = Position Score

You 5 X $3 = 15

A 8 X $2 = 16

B 7 X $1 = 7


Position 2

Position 1

Position 3

Quality Score

CHICAGOStyleSEO773.809.5002 • [email protected]


LandingPage

KeywordRelevancy

AdRelevancy


Quality Score

HistoricalPerformance

LandingPage

CTR

KeywordRelevancy

AdRelevancy

VariousRelevancy


Tools You’ll NeedAdWords Account

Google Keyword Tool

AdWords Editor AppSpreadsheet

CHICAGOStyleSEO773.809.5002 • [email protected]



Pay Per ClickThe Big Picture

Rod Holmes

Pay Per Click - chicagostyleseo.com€¦ · Pay Per Click 773.809.5002 • [email protected]...

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