Introduction to PPC (Search Engine Marketing)

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INTRO to PPCDeniz Utku | @denisutku | Dec 2015

İstanbul | London

twitter.com/denisutku

deniz@teknokrasi.com

linkedin.com/denisutku

Deniz UtkuDeniz is the founder and president of Teknokrasi, a digital agency which is a Google Partner and provides paid search, SEO and Analytics consultancy.

8+ years of professional experience with 2,5 years in Google as AdWords Strategist & Analytics Manager followed by 3 years as Digital Marketing Manager positions on multi-million dollar ecommerce companies.

Deniz set up more than 100 AdWords accounts from scratch and optimized a few hundred accounts in his career.

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About Teknokrasi

We believe that a sound digital strategy is what matters at the end of the day, since day-to-day operational excellence can not compensate for it.

Teknokrasi, is a top quality performance marketing agency, based in Istanbul. We deliver operational support and strategic consultancy to companies who want to utilise the Internet for their business.

Services

Digital Media

Google AdWords

Web Analytic

Digital Marketing

Consultancy

PPC (Pay Per Click) Advertising a.k.a. CPC (Cost Per Click) Buying

• You don’t pay the medium unless people click on your ad.• This is just the payment model!

Other payment models:• Reservation (Fixed price)• CPM (Cost Per Thousand Impressions)• CPC• CPA, CPO, CPV… (Cost Per Action / Order / View, Download…)

Performance Based Investment

$1,000 Investment in AdWords

$2 cost per click ≥ 500 Clicks

3% Conversion rate =15 Sales

Average Ticket Size = $200

$1,000 Investment Result in $3,000 in Sales

Is it worth it? If yes, reinvest

Search Advertising

• Search engines charge dynamic CPC• No fixed budget, no minimum limit, no commitment• No fixed price (CPC)• Max Bid: the highest CPC you’re willing to pay for a keyword• Avg CPC: the average CPC after your ads run• Min First Page Bid, Min Top of Page Bid: Google bid guidance

• Not demographic but intentional targeting• Ads appear when when someone searches for our target

keyword

It’s like a plane: auto-pilot can fly it,

but you better have an experienced pilot during take off.

• Account: The top level of management for logins, payment methods, connections with other Google properties. Can contain many different campaign types like search, display, gmail, youtube, mobile, dynamic search, product listing ads.

• Campaign: The level of management for daily budgets, location targeting and some ad serving settings. Each campaign can contain multiple ad groups but all ad groups work the same way.

• Ad Group: A collection of keywords within a campaign that trigger related ads. All the keywords in an ad group may trigger any of the active ads in the same group. This is the most granular management level in AdWords.

• Keyword: A specific word, or combination of words, used to target your ads to potential customers. When a user searches on your keyword, your ad might be shown.

AdWords Structure

Grouping is King

3 Main Operational Metrics in AdWords

1) Max CPC: Maximum Cost Per Click

• Maximum price you are willing to pay for particular keyword eg. $3 for the keyword “lg laptop”

• Setting on ad group level, but also can differentiate on keyword level

• Optimize looking at Avg CPC

2) CTR: Click-Through Rate

• Number of Clicks / Number of impressions (times your ad shows up)

• Always try to maximize CTR, as it means Quality

3) Landing page bounce rates:

• First page where the visitors see after clicking on your ad.

• Optimize looking at bounce rates

Basically, there are just two things we can work on for long term success on AdWords:

1) Keywords: Use the best keywords, group them in very specific ad groups. If someone searching for a keyword would benefit from seeing your ad, that keyword is a very good candidate for your AdWords campaign.

2) Ads: Deliver useful and compelling ads that generate very high Click-Through-Rates (CTR). It’s a good ad if someone would be missing your ad when they don’t see it.

• Quality Score: The measurement used to determine your ad’s relevance to user searches. Your Quality Score is determined by your keyword’s click-through rate (CTR) on Google and by the relevance of your ad text, keyword, and landing page. Creating effective landing pages is also good for you.

2 Pillars of AdWords

Keywords

• What are your good keywords?

• Don’t care who are your customers, but what they look for!

• Write down 5 keyword phrases based on each your product / service you offer

• Don’t use single (one word) keywords because it is too broad

• Imagine yourself as the customer

• What would you search for?

• Try to work on that “AHA!” moment

• Use these free tools

• AdWords KeyWord Tool – just ad database

• Google Suggest – see how Google completes keywords when people type in

• Related Searches – at the bottom of most search result pages

94% of searches are multi-word phrases

Keyword Research

Keyword Match Types

• Broad Match

• Phrase Match

• Exact Match

• Negative Keywords

Broad Match

• If you bid on => celebrity perfumes

•Your ad will appear when people search for:

Hollywood celebrity perfumes

List of celebrity endorsed perfumes

Perfumes wear by celebrity

Phrase Match• If you bid on => “celebrity perfumes”

•Your ad will appear when people search for:

Hot celebrity perfumes

Top Ten celebrity perfumes

Celebrity perfumes and fragranceBest celebrity perfumes for men

Exact Match• If you bid on => [celebrity perfumes]

•Your ad will appear when people search for exactly

Celebrity perfumes

Negative Keywords

•Technique to filter out traffic that you don’t want

•Put minus sign “-”•Reseller

•Wholesaler

• Free

•So, your ad will not show up when people search for:

perfumes resellerperfumes wholesaler

free perfumes

How to write effective ads?

• Use Keywords In Headline or Description line

• Put Benefits 1st, Features come 2nd

• Capitalize 1st letter of each word in display URL• Be Specific

• Geographically specific ads

• Don’t Sounds like you are trying to sell them something

• Show Trust & Credibility

A Common Mistake:

Don't bring visitors to your homepage. You only have 5~10 seconds to make an impression as your visitors scan through

You’ll spend more money because - Landing page not relevant to ad- Low Quality Score- You have to bid high – cost more!

No impressions after a week? Delete!

No clicks after a month? Delete!

Quality Score for keyword under 4?

If you believe in that keyword, give it its own ad group, ad and landing page

If it was just a trial, not worth it; delete!

Average ad position lower than 5?

If you believe in that keyword, increase your bid and maybe add a related ad

If it was just a trial, not worth it; delete!

Your daily budget is not enough?

If it is profitable, increase your daily budget

If not profitable, decrease your CPC bids, remove low quality keywords 26

My Basic Rule Set

Teknokrasiİstanbul | London

linkedin.com/company/teknokrasi-ajans

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contact@teknokrasi.comdeniz@teknokrasi.com

Thanks for your attention

Deniz Utku | @denisutku | Dec 2015