An Introduction to PPC Paid Search

transcript

IPROSPECT

Introduction To PPC

Digital Performance on a Global Scale.

TODAY’S AGENDA

PAID SEARCH

Search engine optimization (SEO) is the process

of improving the visibility of a website or a web page in search

engines via the natural/un-paid/organic/algorithmic

search results

Paid Search Advertising is a method of placing online

advertisements on Web pages that show results from search

engine queries

PAID SEARCH

The main differences between PPC and SEO are:

1. Position on the search results page2. Traffic Potential3. Associated Costs4. Time Commitment5. Website Involvement

1. POSITION

2. TRAFFIC POTENTIAL

3. ASSOCIATED COSTS

5. WEBSITE INVOLVEMENT

The performance , optimisation and

coding of the website is central to SEO

The performance , optimisation and

coding of the website is central to SEO

Website optimisation is not essential for PPC

unless Online Sales and a positive user

experience are your main goals

Website optimisation is not essential for PPC

unless Online Sales and a positive user

experience are your main goals

BENEFITS OF PAID SEARCH

INCREASED VISIBILITY

Source: http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html

INSTANT RESULTS

Paid Search activity can be up and running within 24 hours and driving results instantly

CUSTOMERS WHO PURCHASE ONLINE ARE

30% MORE LIKELY TO PERFORM A SEARCH

17% MORE LIKELY TO HAVE CLICKED ON A PPC AD

SEARCH PURCHASE PATHS

Source: Google & Econsultancy

38% of Irish consumers researched online before purchasing offline

in 2012

This figure has doubled since 2010

SEARCH DRIVES OFFLINE SALES

THE AUCTION

Every time a user searches on Google an auction is triggered based on a formula known as Ad Rank

AD RANK

Ad Rank is calculated by multiplying the Cost Per Click of each keyword by the Quality Score of the campaign.

Ads with stronger Ad Rank pay less

on Google

IMPRESSION SHARE

Impression Share is a metric that represents the percentage of times ads were shown out of the total available impressions for which they were eligible.

• Lost IS (Budget)– Missed

Impressions Due To Budget Restrictions

• Lost IS (Rank)– Missed

Impressions Due To Quality Score & CPCs

THE 6 PILLARS OF ADWORDS

RELEVANCY

Relevancy is the key to creating efficient campaigns and should be evident in all aspects of AdWords campaigns.

The more relevant the campaign, the more likely users will be to engage and the better the overall performance.

Keywords transcend audience profiles

In Paid Search our focus is on choosing the most relevant

keywords

The more relevant your campaigns are to your product, the stickier and more successful your campaign will be!

Keywords are the

foundation

for Search Marketing

KEYWORD CHECKLIST

MATCH TYPES

NEGATIVE KEYWORDS

Negative Keywords

Daylight

Robbery

Negative Keywords

Fireman

cartoon

Be Careful! Adding a term like ‘day light’ will block all activity on light, light bulbs etc

KEYWORD TOOL

Google Keyword Tool: https://adwords.google.com/keywordtool

KEYWORD TOOL

ACCOUNT STRUCTURE

Account Structure is vital in ensuring control and a method to the madness that is AdWords.

Daily Budgets are set at the Campaign level

ACCOUNT STRUCTURE

Accounts can include up to 10,000 Campaigns, 20,000 Ad Groups per Campaign

and 10,000 Keywords per Ad Group!

ACCOUNT STRUCTURE EXAMPLE

AD COPY

AdWords Ad Copy is an opportunity to reach out to new and existing customers so put your best foot forward

AdWords will complement your SEO strategy as the messaging can be much more specific and go live immediately.

AD COPY

RosesBuy Roses Online

Buy 12 Red Roses Online For

Just €60. Offer For Today Only.

www.redroses.ie

TulipsBuy Tulips Online

Buy A Bouquet Of 30 Tulips

Here For Just €30. Offer Ends

Today.

www.tulips.ie

AD COPY

WEBSITE CHECKLIST

OPTIMISATION

Did you know that 25% of search queries Google sees on a daily basis are brand new?

As search patterns, consumer behaviour, products and offers change so too must AdWords.

IPROSPECT

AdWords Performance

UNDERSTANDING PERFORMANCE

IPROSPECT

Ad Extensions

AD EXTENSIONS

LOCATION EXTENSIONS

CLICK TO CALL

SITELINKS

SOCIAL EXTENSIONS

CLICK TO DOWNLOAD

IPROSPECT

Where’s My Ad?

WHERE’S MY AD

• Is the exact term in the account?

• Is the search term relevant?

• Is there sufficient budget?

• Have you checked page 2?

• Did you see the ad earlier today?

• Where are you targeting?

• What does the latest Impression Share report tell you?

Remember – Every auction

is unique!

Remember – Every auction

is unique!

IPROSPECT

Remember…

Thank You

An Introduction to PPC Paid Search

Technology