PPC Kickoff: Getting Started With Paid Search

PPC KICKOFF:

Getting Started With PPC

#PPCkickoff

trada.comThursday, July 21, 2011

Dan Tisser, Account Manager

Danny Randa, Marketing Coordinator


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Opening Kickoff

What is Pay Per Click?

Thursday, July 21, 2011

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Pay Per Click (PPC) is an internet advertising model where advertisers pay for clicks on ads.

Up to 50% off FootballsFree shipping on college and pro regulation Footballs. Shop Now!tradasports.com/Football

An ad as it would appear on a search results page

Pay Per ClickKickoff


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Search QueryTop ranking PPC Ads

Organic Search Results

Lower Ranking PPC Ads

The Anatomy of a Search Results Page


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PPC

SEOPPC

SEO vs PPC


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User enters a keyword

Ads are displayed according to the results of an instant auction


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Google Sites65%

17%

11%

4%3%

Google Sites Yahoo! Sites Bing Sites Ask Network AOL LLC Network

• Google accounts for 65% of all search traffic

• Yahoo/Bing combine for more than 25% of all search

traffic

The Search Engine Field


Basic Terms

SEO

Impressions

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Clicks

Click-Through Rate (CTR)

Cost-Per Click (CPC)

Search Engine Optimization is altering the code and content of a website to make it more friendly to search engine spiders so that the site will be included in the search index and ranked well for organic queries

Conversions


Basic Terms

SEO

Impressions

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Clicks



Also known as ad views, an impression is when your ad shows up on the results page

Conversions


Basic Terms

SEO

Impressions

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Clicks



When a user clicks an ad. You are charged anytime you get a click. Conversions


Basic Terms

SEO

Impressions

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Clicks



When a user completes a desired action such as a purchase, sign-up, registration, lead, or view. Your definition of a conversion will depend on what your goals are.

Conversions


Basic Terms

SEO

Impressions

Clicks

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Conversions



The ratio of clicks to impressions. CTR is a good indicator of how relevant your ad is to the keyword being searched


Basic Terms

SEO

Impressions

Clicks

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Conversions



The amount you pay for each click on your ad. This term is sometimes used interchangeably with the pay-per-click cost.


Engaged Audience

Quick/Easy Visibility

Return On Investment

Valuable Data

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Why Use PPC?


Quality Score

Some elements of Quality Score:

keyword, ad and landing page relevance

click-through rate

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When determining where ads rank

and how much an advertiser will pay for a click, Google and Yahoo/Bing consider Quality

Score.


Quality Score

Luckily, we’re holding a webinar next

Wednesday: How to Score with Quality

Score.

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Quality Score is important to

consider when you build your

campaign, but it’s complicated.


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The Playbook

How To Use Pay Per Click


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First Down

Keywords


Keywords

Think Like a Customer

Brainstorm Variations

Use Keyword Tools When You Need Help

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How Do I Choose Which Keywords

To Bid On?


Keywords

Broad Match

Phrase Match

Exact Match

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Keyword Match Types


Keywords

Broad Match

Phrase Match

Exact Match

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Liberally Interprets Keyword Intent


Keywords

Broad Match

Phrase Match

Exact Match

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Exact Phrase Must Be Included in Search

Query


Keywords

Broad Match

Phrase Match

Exact Match

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Exact Phrase Only


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Second Down

Ads


Anatomy of a PPC Ad

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Up to 50% off FootballsFree shipping on college and pro regulation Footballs. Shop Now!tradasports.com/Footballs


Anatomy of a PPC Ad

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Headline: 25 Characters


Anatomy of a PPC Ad

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Body Copy: 70 Characters


Anatomy of a PPC Ad

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Display URL: 35 Characters


Writing Ads

Be creative and thoughtful

Differentiate Yourself

Use a Call-To-Action

Test, test, test!


Keywords

Organizes Keywordsand Ads

Creates Highly Targeted Keyword and Ad

Combinations

Watch “The Architecture Of Ad Groups” For More

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What About Ad Groups?


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Third Down

Landing Pages


Where to Send Traffic?

When a user clicks your ad, they are sent to a

landing page.

This is a page on your website.


Where to Send Traffic?

Have a Clear “Call To Action”

Answer the Searcher’s Question

Keep Everything Above the Fold

Use Testimonials, Reviews, and

Certifications to Earn Trust

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What Makes a Good Landing

Page?


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Fourth Down

Testing and Optimizing



The market is always changing

You might be spending too much!

A stale campaign is hard to fix

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Why Do I Need To Test?



Even a mature campaign needs optimization.

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You are NEVER done testing and

optimizing.


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Overtime

What’s Next?


Overtime

Check out our resources page for all kinds of PPC

help: webinars, guides and videos!

trada.com/resources

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There’s More To Learn!


Here’s where we take two minutes to tell you about how Trada can help you with PPC...

... and it doesn’t cost any more than if you were to do search

marketing yourself.


Trada has a large, global crowd of certified paid search experts who do PPC for you.


Multiple experts work on your campaign at

the same time.

You get:

Diversity of thinking

Constant optimization

Multiple ad networks


and they already know how to run PPC campaigns!


It’s pay-for-performance.

There are NO fees: no startup fees, no management fees.

You can get started right away.


Time for questions!

For more information or to schedule a demo, email [email protected]


mailto:[email protected]

mailto:[email protected]

PPC Kickoff: Getting Started With Paid Search

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