PPC Basic Guidelines
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Transcript of PPC Basic Guidelines
Pay Per ClickEasy Way of Making Money ,Working Hard
Wat is Online Marketing?Online marketing, also referred to as web
marketing, or internet marketing is the marketing of products or services over the Internet or World Wide Web. The interactive nature of Internet marketing, both in terms of providing instant response and eliciting responses, is a unique quality of the medium.
Mainly divided into two parts: - SEO (Organic Listings) - Paid Listings (PPC, PPM, Pay Per Action,
Banner, etc)
Organic Search vs Paid ResultsOrganic search results refers to those
listings in search engine results pages that appear by dint of their relevance to the search terms, as opposed to their being adverts.
Paid search results refers to purchasing visitors or "clicks" from a search engine or a website. It further consists of PPC, PPM, Affiliate Marketing, Banner Ads, Pay Per Action, etc.
3ree Parts of a Search
1. Searched keywords
2. Pay-Per-Click Adverts - this is where you advertise
3. Organic or Natural search results
PPC or Pay Per Click
What is PPC? - Pay per click (PPC) is an Internet advertising
model used on search engines, advertising networks, and content websites, such as blogs, where advertisers only pay when a user actually clicks on an advertisement to visit the advertiser’s website. Advertisers bid on keyword phrases relevant to their targeted market.
PPC PlatformsGoogle AdwordsYahoo Search marketingMSN AdcenterASK JeevesMIVA7searchLycosFind What
Glossary
ImpressionsClick Through Rate (CTR)Cost Per ClickReturn on Investment(ROI) / Cost Per
Lead(CPL) / Return on Ad Spend(ROAS)
Why PPC?
WHY PPC?Local Targeting – “ Geographic Targeting”Giant Audience – Billion of searches vs
Billions of $ per monthPPC can be used to test the interest of a new
product or a new servicePay only for targeted interest – Every click
can be viewed as a potential saleGet instant visibilityEntering cost is smallGo Green – No Paper Wasted
How it Works?
Getting Started
Set aside a PPC budgetTake the time to
PlanResearchSetupExecuteTrack Results
Starting up the Campaign
Organizing the Campaign
Some tips – keep it relevantKeywords - Select only keywords that make sense and will
bring you qualified traffic - Find keywords on your website, your competitor
s, keyword suggestion tools likehttp://freekeywords.wordtracker.com/http://adwords.google.com/select/KeywordToolExternalAdcopy - Include keywords in the title and descriptionLanding pages - Make sure you take the visitor from PPC to
relevant webpage on your website
Some more TipsAdvertising Options:- Search Network- Content NetworkDepends on the type of product you are promoting.
Usually it is suggested to run the campaign on Search Network mode.
Add negative keywords eg: JobTry changing the bids if the adcopy is ranking too low
Tips to maximize ROIGreat Ad CopyKeyword Specific Landing PagesTry to use Long Tail KeywordsImprove ConversionsContinually Track What’s Going On
ConversionsAny interaction that you want to trackValuable events like:
Product PurchaseForm CompletionWhite Paper DownloadEvent RegistrationInquiry
Landing pageCall to actionNavigation – Limit, can distractMerchandising
Local, Geography, SeasonMicro-site
Self contained site just for the offer
Landing Page ConversionA/B TestMultivariate Testing - OffermaticaTrack visitors from Ad to LandingLanding to Next Step and beyondGoogle Conversion TrackingUse a Good Metrics Program Like
Webtrends, Click Tracks, Net TrackerUrchin (Purchased by Google)
Key Performance Indicators
ImpressionsClick
Through RateConversion
Rate
Cost Per LeadOR
Return on Ad Spend
Measure if your website is ready?Must have’s:
Good Tracking Software - Google Analytics (Free) - Clicktracks Goals - Lead Generation - Easy to fill out online contact forms - PPC (or Online )targeted phone numbers Consumer-ready website - Easy to navigate - Topic Specific Landing Pages
Thank you