PPC
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Transcript of PPC
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You can reach your target consumer at the right time with the right ad.
Unlike organic search, PPC can show results very quickly.
Improve Organic SERPs See which keywords convert better
Benefits of PPC
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Rank for keywords which would be impossible for SEO Increase exposure/brand awareness Use best performing PPC Ad copy in inform your meta
information Combat negative PR Finding gaps in page optimisation
Benefits of PPC
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Keyword Types
BroadBroad Match Keyword Ads may show on searches for
women's hatsbuy ladies hatswomen's caps
hats for girlswomans hats
buy red hats for women
Women's hats
With broad match, your ad may show if a search term contains your keyword terms in any order and possibly along with other terms. Your ads can also show for close variations of your keywords.
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Keyword Types
Broad match modifier
By adding a modifier, your ads can only show when someone's search contains those modified terms, or close variations of the modified terms, in any order
Broad Match Keyword Ads may show on searches for Ads won't show on searches forwomen's hats helmets for women
buy women's hats women's visorsHats for women
+Women's +hats
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Keyword Types
Phrase
We'll also show your ad when someone searches for close variations of that exact keyword, or with additional words before or after it.
Broad Match Keyword Ads may show on searches for Ads won't show on searches forwomen's hats girls hats
buy women's hats women's baseball hatswoman's hatsWomen's hats
"Women's hats"
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Keyword Types
Exact
With exact match, your ads can appear only when someone searches for your exact keyword, without any other terms in the search. We'll also show your ad when someone searches for close variations of that specific keyword.
Broad Match Keyword Ads may show on searches for Ads won't show on searches forwomen's hats buy women's hatswoman's hats women's hats on sale
[Women's hats]
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Keyword Types
Negative
You can use negative match to prevent your ad from showing to people searching for certain terms. Your ad won't show if a search term contains the keyword term that you define with a minus sign (-) prefix
Broad Match Keyword Ads may show on searches for Ads won't show on searches forgirls' hats hats for women
sun hats women's hatsgirls' hats women's hats
women's baseball caps women's hats for salebuy women's hats women's hats
women's hats on sale Women's hats
-Women
-"women's hats"
-[women's hats]
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Quality Score is used to determine how relevant your keywords and ad copy are to the keyword. It can affect your overall ad group and campaign performance.
Keyword Ad Group Campaign Account
Good quality score = Low CPC& Higher Rankings
Quality Score
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Putting keywords together into ad groups, which are not relevant – will lower the quality score of the whole ad group, not just the keyword.
Relevance + Optimisation = Good Quality Score
Ideally Quality Score should be >5
Quality Score
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The first campaign you set up on a new account, will determine the Quality Score.
Branded keywords Low competition High Traffic High Relevance
Keywords to go for
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Easily set the Max CPC for all keywords in the campaign settings:
But you can still change the CPC for each keyword
CPC
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Your competitors Max CPC = £1.50
Your Max CPC = £2.00
CPC
You will only pay Max £1.50 CPC but will have a higher ranking than your competitors
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You never know what adverts are going to work, therefore I would recommend setting up at least 3 adverts for every Ad Group. Change the campaign settings to rotate adverts evenly, and then look at their CTR.
Creating Adverts
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The headline has 25 Characters
Description lines has 35 Characters each
This makes it very difficult to fit everything in
Creating Adverts
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What you should include? The keyword at least once Call-to-Action
Tell your consumer what you want them to do Incorporate a sense of urgency Establish Credibility
Have you been in business 50 years? Are you recognized by any highly regarded associations? Any awards? Put anything you can in the ad that will solidify that you are a legitimate and trusted vendor.
Creating Adverts
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What you should include? Communicates your unique value proposition, i.e., the benefits of your offering and why people should visit your site to learn more Stand Out
Look at the key messaging in competitor’s ads and determine a way to differentiate. Consistent Messaging
Messaging should be consistent with offline advertising efforts for credibility and trust. You want prospects to recognize you again in other channels.
Creating Adverts
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Destination URL versus display URL
Display URL has 35 characters, and should include the keyword as close as possible.
Destination URL is the page on your website.
URL’s
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Bid Adjustments
https://www.youtube.com/watch?v=HBicrixmC94
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Site links Site links can be 25 characters long. They must send traffic to unique URLs. Site links can be implemented at the ad group or campaign level. In any auction, a click on a site link costs the same as a click on your headline. Better CTR
Ad Extensions - Manual
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Location
One location available Your ads will also qualify to appear to users searching on Google Maps as long as you are targeting Google Search Partners Perceived legitimacy of a business with a physical location – Higher CTR
Ad Extensions - Manual
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Call On mobile devices call extensions give the option to show only your phone number
Tip: Use call scheduling to only show a phone number on your ads during open hours. Customers who leave an answermachine message have been found to only convert at 20% of the level as people who get through to a real person.
Ad Extensions - Manual
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Reviews Review Extensions allow you to incorporate a third-party endorsement of your company or product into your ad. To set up review extensions, you first need to find a review of your business that meets AdWords’ criteria:- Unique- Substantive- Within the past 12 months- From a credible 3rd party
source
Ad Extensions - Manual
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App App Extensions allow you to direct visitors to your company’s app directly from a PPC ad. However, our data shows minimal interaction with these extensions. Google seems to have changed direction on Apps, whichwill now be pushed through App promotion ads rather than with extensions.
Ad Extensions - Manual
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Rich Ads in Search Advertisers on Bing can make use of Rich Ads In Search to showcase ads on brand queries. This can come in the form of expandable videos or a company logo that runs alongside existing ads
Ad Extensions - Manual
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Product Product extensions are potentially very powerful because they show images and additional details about your goods or services on your PPC ads. Your product extensions automatically update the extensions with the current information.
Ad Extensions - Manual
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Call Out Add descriptive text to your ad to help people learn more about what you have to offer. This lets you provide detailed information about your business, including the products and services that you offer.
Ad Extensions - Manual
https://support.google.com/adwords/answer/6079510?hl=en-GB
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Remarketing
Remarketing lets you show ads to people who have visited your website or used your mobile app before. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads as they browse the web, as they use mobile apps, or as they search on Google.
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Remarketing
Standard remarketing: Show ads to your past visitors as they browse
Dynamic remarketing: Show dynamic ads to past visitors with products and services they viewed on your website as they browse
Remarketing for mobile apps: Show ads to people who have used your mobile app or mobile website as they use other mobile apps or browse other mobile websites.
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Remarketing
Remarketing lists for search ads: Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website.
Video remarketing: Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites and apps.
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Reviewing Campaigns/Ad Groups
It is essential that you go back and check the progress of the campaigns.
Things to check: Keywords bid on Adverts – which is performing best Ad Extensions – are there some with lower CTR Ad group spend – are you missing out due to budget Goals