Introduction to PPC Marketing

New to Paid Search Marketing? This presentation will introduce you to the basics aspects of PPC, The PPC Environment, How PPC Works and how we can optimize our campaigns.

Transcript

1. Introduction to Paid Search
2. Agenda • What is PPC? • The PPC Environment • How PPC Works • PPC Optimisation
3. What is PPC? PPC Organic
4. PPC Environment •Search Engines 1 •Search Partners 2 •Display network 3
5. PPC Environment
6. PPC Environment
7. PPC Environment
8. PPC Environment
9. How Does Adwords Work?
10. Who’s Ad is shown where?
11. How much does it cost?
12. What is Quality Score? Keyword Relevancy Ad Relevancy Landing Page CTR Various Other Factors Ad Performance History 10 9 8 7 6 5 3 2 1 4 Good OK Poor
13. How Can We Improve Our Relevancy? •The Structure 1 •The Ads 2 •The Keywords 3
14. Improving Our Quality Score
15. Improving Our Quality Score • Highlight what makes your business, product or service unique • Include prices, promotions & exclusives • Tell your customers what they can do • Include at least one of your keywords in your ad copy • Match your ad to your landing page • Experiment Ad Relevancy
16. Quality Score Match Types Use of Negatives Increase coverage Landing Page Improving Our Quality Score
17. Match Types • A way to narrow down visibility 1 • Valid for each keyword 2 • Determine exactly which variations of the keyword you appear for 3 Improving Our Quality Score / Keywords – Match types Match types – What are they? :
18. Ads may show for searches on: • tennis shoes • tennis tournament • mens shoes • ladies shoes • ladies trainers • buy tennis shoes • tennis shoe photos • running shoes Match Types Improving Our Quality Score / Keywords – Match types Broad Match: include misspellings, synonyms, related searches and other relevant variations
19. Ads may show for searches on: • Tennis shoes • Black shoes for tennis • Buy shoes for playing tennis Match Types Improving Our Quality Score / Keywords – Match types +broad +match +modifier: contain the modified term (or close variations, but not synonyms), in any order
20. Ads may show for searches on: • Tennis shoes • Black and white tennis shoes • Buy white tennis shoes • Cheapest white tennis shoes Match Types Improving Our Quality Score / Keywords – Match types “phrase match”: are a phrase, and close variations of that phrase
21. Ads may show for searches on: • Tennis shoes Match Types Improving Our Quality Score / Keywords – Match types [exact match]: are an exact term and close variations of that exact term
22. Improving Our Quality Score / Negative Keywords -negative -match: used when advertisers do not want to appear for a certain keyword query. If we add the negative keyword -second hand our ad won’t appear for any searches that contain the word second hand. For Example: We would not want to show our ads for the following searches: Use of Negatives
23. Improving Our Quality Score / Increase Coverage Increase coverage 3 types of Keywords •Generic terms with high volume of searches •Low conversion rate •Eg: ‘LCD TV’ ‘Desktop’ ‘Digital Camera’ Short Tail •Usually “Suppliers” or “Suppliers + products” •Good search volume and usually a good conversion rate •Eg: ‘Canon Digital Camera’ Medium Tail •Usually MPNs for retailers •Low volume of searches but higher conversion rate •Eg: ‘Canon power shot digital camera 8mp’ Long Tail
24. Improving Our Quality Score / Increase Coverage Increase coverage Sunglasses ray ban Sunglasses ray ban aviator sunglasses
25. Improving Our Quality Score / Increase Coverage Increase coverage • People’s search behaviour is changing 1 • Cost Per Click is more expensive than before 2 Why is it more and more important to have a large keywords coverage?
26. Improving Our Quality Score / Increase Coverage Increase coverage For Example Sunglasses Men’s Sunglasses Men’s Designer Sunglasses Men’s Ray Bay Sunglasses Ray Ban Aviator Sunglasses Ray Ban 3025 Aviators Ray Ban 3025 Aviator Polarised Ray Ban 3025 Aviator Polarised 58mm Ray Ban 3025 Aviator Gunmetal Polarised 58mm
27. Improving Our Quality Score / Landing Pages What is Landing Page Optimisation? Landing Page 1. Deep Linking 2. Set up tests to try different types of pages to improve conversion
28. Improving Our Quality Score / Landing Pages Bad Example: Landing Page
29. Improving Our Quality Score / Landing Pages Good Example: Landing Page
30. So....How do we improve our Quality Score? Landing Page Quality Score Match Types Use of Negatives Increase coverage Landing Page
31. How do we maximise our potential? Landing Page 1 • Optimizing Campaigns 2 • High Quality Score & Low CPC 3
32. Sources / Credits • AdWords Info-graphic: Slides 9-11 http://www.wordstream.com/articles/what-is- google-adwords • Slide 15 https://support.google.com/adwords/answer/ 1704392?hl=en • Slide 14 https://support.google.com/adwords/answer/ 2375470?hl=en-GB