Pay Per Click - CIIM · Pay Per Click Pay-per-click (PPC), also known as cost per click (CPC), is...

Pay Per Click

Pay-per-click (PPC), also known as cost per

click (CPC), is an internet advertising model

used to direct traffic to websites, in which an

advertiser pays a publisher when the ad is

clicked.

Pay per click advertising is a great way to get

visitors when you need traffic and you need it

now. But it’s risky: With poor setup or poor

ongoing management, you can spend a

fortune, generate many visits, and end up

with nothing to show for it.

Mostly 80% of website traffic begin with a

search query. Now you can imagine how

important PPC is for our websites.

https://en.wikipedia.org/wiki/Online_advertising

Working of Pay per Click

Google AdWords is the number one PPC

advertising platform on the web. Google

gets over one billion search queries every

day.

Advertising with AdWords mean you can

pick which of those billion search queries

you want to show your ads for.

PPC advertising with AdWords is a great

way to find potential customers searching

for products and services that you offer.

Create engaging ads that entice potential

customers, and drive those customers to a

webpage on your site that creates leads or

sales for your business.

Course

Content

Module 1: Introduction to PPC

Module 2: Keyword Targeting

Module 3: Campaign Management

Module 4: Campaign strategy

Module 5: Ad types

Module 6: Landing page

Module 7: Keyword match types

Module 8: Ad- Extension

Module 9: Report Editor

Module 10: Remarketing

Module 11: Labels In Adwords

Module 12: Dynamic Keyword

Insertion (DSI)

Module 13: Ad Customizer

Module 14: Google Adwords

account set up

Module 15: Bid Management

1

Intro

du

ction

to P

PC

PPC stands for Pay Per Click, as it is a

marketing tactic in which advertiser pay a

fee each time when one of their ad is clicked.

Essentially, it is a way of buying visits for

your site.

Topic Covered:

Intoduction to PPC Basics

Why we need PPC

Importance and benefits of PPC

Google Adwords

Set up PPC campaign

Facebook ads

Bing ads network

Quality Score

Book a Demo Today by Calling

+91 9878 375 376

Or email info @ciim.in

2

Keyw

ord

Targeting

Keyword targeting involves the process of

choosing the right keywords to bid for your

campaign which most likely to result in clicks

and impressions. Here you will learn how to

select targeted keywords

Topic Covered:

What is keyword

Types of keywords

Keyword research techniques

Importance of target keywords

Select Targeted/related Keywords

Analyze Competitors keywords

Find Keywords popularity & Search Volume

Categorize Keywords in Ad groups

PPC Keywords tools and resources

Negative keywords


+91 9878 375 376


Campaign Management

1. Setup your Goal

2. Keep your target customer in mind when

writing your ads.

3. Don't mislead customers.

4. Use negative keywords

5. Target your ads

6. Don't ignore mobile users.

7. Always be testing

8. Implement conversion tracking

9. Monitor your Campaign

10. Use Remarketing Feature

3

Cam

paign

Man

agemen

t


+91 9878 375 376


Campaign Strategy

1. Test in-market audiences

2. Try out AdWords dynamic ads

3. Customize ads with real-time updates

4. Schedule ads to correspond to your sales

bandwidth

5. Don’t let competitors drain your ad budget

6. Test your way to better ROI

4

Cam

paign

Strategy


+91 9878 375 376


5

Ad

Types

Types of Ads in Adwords

Rules for writing ad copy

Dos and Don’ts of ads

Split Testing of Advertising

Ad Policy

Display Ad Builder

Call only ads

Dynamic Search ads


+91 9878 375 376


If you create a beautiful and catchy PPC ad

with an effective Call-To-Action and do not

link an appropriate landing page to it, then

all your efforts go in vain.

Topic Covered:

What is Landing page

How to improve Quality score

User experience for landing page

What is Landing Page?

Ads versus Landing Page

Important of Landing Page

Optimize your landing pages

How to Increase conversion rates

What is “Click-through-Rates” (CTRs)

Use ‘Calls to Action’

Cost/Conversion

6

Land

ing P

age


+91 9878 375 376


Keyword match types determine how closely

a user query matches with the keywords

provided by the advertiser. The keywords

are matched irrespective of their case.

Keywords types which Include:

Broad Match

Broad Match Modifier

Phrase Match

Exact Match

Negative keyword

7

Keyw

ord

match

Type


+91 9878 375 376


Ad extensions are additional pieces of

information about your business added in

your ad, like a phone number, address and

reviews.

Ad extensions are free to add to your ads,

with the usual charges for any clicks you

get.Some ad extension can be added

manually and others can be added

automatically.

As it tend to improve your ad’s visibility and

also provide more value.

Types of Ad Extension

Manual

Call, call out, review, location, snipets, sitelinks, price

Automatic

Customer ratings, last visit

8

Ad

Extensio

n


+91 9878 375 376


The Report Editor is a tool that allows you to

engage with your performance data through

multi-dimensional tables and charts.

With the ability to create these tables and

charts directly within AdWords, the Report

Editor eliminates the need to download your

data in order to thoroughly explore it.

Topic covered:

What is report editor

Benefits of using report editor

How does report editor works

How to create report

How to apply and remove filters

9

Rep

ort Ed

itor


+91 9878 375 376


Remarketing is very popular way of

advertising among PPC professionals.

As it helps you reach people who have

visited your website or used your app.

Previous visitors or users can see your ads as

they browse websites that are part of the

Google Display Network, or as they search

for terms related to your products or

services on Google.

Topic Covered:

What is remarketing

Benefits of remarketing

How does remarketing works

How to set up remarketing

10

Rem

arketing


+91 9878 375 376


Labels are a Product Listing Ad (PLA) option

which provide quick and useful way to

organize your ads and campaigns.

With AdWords Editor, you can add any

combination of labels to campaigns, ad

groups, ads, and keywords, and then filter

by label.

Topic Covered:

What is Labels

How to apply labels in campaigns, ad

groups, ads and keywords tabs.

How to apply labels in bulk

How to Filter labels

How to manage labels in adwords

11

Labels in

Ad

wo

rds


+91 9878 375 376


Dynamic Keyword Insertion, is a way for

advertisers to use the specific keyword

triggered by the user’s search query in the ad

the user is served.

To use this feature in your ads, you insert a

special piece of code into your ad text. As

creating ads with dynamic keyword insertion

makes it easier for an advertiser to create

unique ads for a large number of keywords.

Topic Covered:

Overview of Dynamic keyword insertion

How it works

Benefits of DKI

How to add code in ad text

12

Dyn

amic K

eywo

rd In

sertion

(DK

I)


+91 9878 375 376


Ad customizers adapt your ads to the real-

time context of your potential customers—

what they're searching for, where they're

browsing, what device they're using, and

when they're looking at your ad. You'll

create ad customizer data first, and then set

up ad text with customizers in each ad group

that you want to reference that data.

Topic Covered:

What is Ad Customizer

Run Remarketing sales countdown

Mix and Match customizer parameter

Bulk upload for multi-product sales

How to create ad customizer

How to Manage Ad customizers

Ad

Cu

stom

izer

13


+91 9878 375 376


Google AdWords is the single most popular PPC advertising system in the world. The AdWords platform enables businesses to create ads that appear on Google’s search engine and other Google properties.

AdWords operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements.

Topic Covered:

How to set up Account in adwords

Types of payment method

How many types of Payment mode

How to add promotional Code

14

Go

ogle A

dw

ord

s Acco

un

t

Set up


+91 9878 375 376


For automatic controlling of bids in Pay Per

click (PPC) we use Bid Management. With

a bid management tool, any number of

keywords can be managed through various

paid search providers such as Google

AdWords or Bing Ads.

Topic Covered:

Bidding Schooling

Bidding Types

First Page Bids

Top Page Bids

Automatic request

Manual Bidding

How Billing Works

Automatic Billing Process

Manual Billing Method

Billing Safety actions

Promo Codes

PPC accounting guidance

15

Bid

Man

agemen

t


+91 9878 375 376


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PROFESSIONAL

One training - 8 Certifications

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at CIIM

10

Reasons for Choosing

CIIM

100% Practical

Knowledge

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Training

Experience

4250+

Students

Trained

Become A

Google &

Facebook

Certified

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And Doubt

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For More Information

or any Query

Please Contact us

+91 9878 375 376, 7347392745

[email protected]

http://www.ciim.in

Address: SCO 54-55, 3rd floor,

Sec 34A, Chandigarh

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Pay Per Click - CIIM · Pay Per Click Pay-per-click (PPC), also known as cost per click (CPC), is...

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Transcript of Pay Per Click - CIIM · Pay Per Click Pay-per-click (PPC), also known as cost per click (CPC), is...