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e-CBD PPC / Paid Search Workshop
e-CBD PPC / Paid Search Workshop
What is Paid Search?
Pay-Per-Click (PPC)
Paid Search: Common Names• Pay-Per-Click (PPC)
• Search Engine Marketing (SEM)
• Sponsored Links
• Buying Keywords
• Paying Google
• Banner / Display Ads
• & … ????
PPC :: What It Can Do
• Quickly gain traffic for your site
• Test products, ideas, keywords (SEO)
• Support organic search results (SEO)
• Hyper target customers
• Highly measurable results
• Create traffic that doesn’t exist
• Create interest that doesn’t exist
• Increase your organic (SEO) results
• Be your Google “Sugar Daddy”– PPC is not an endless stream of business
PPC :: What It Can’t Do
Let’s Break It Down…
Search Engine Results Pages (SERP’s)
Where PPC Ads Live…
Breaking Down the SERP’s
Breaking Down the SERP’s
PPC
Organic
Places
Breaking Down the SERP’s
PPC
Organic
Places
Breaking Down the SERP’s
PPC
Organic
Breaking Down the SERP’s
PPC
Organic
Places
PPC
Organic
Breaking Down the SERP’s
PPC
Organic
Local
Business Objectives?
Not Just “How To”…
But, “WHY?!”
Business Objectives?
• Increased Sales?• Branding?• Keeping up with market?• Crushing your competition!!• Increase awareness of product *XY*?• Support other marketing channels?
Outcomes: Goals?• Item Purchases• Lead Submissions• Phone Calls• Page Views (specific; informational)
• Directions (page views)
• Request for Information (download?)
• Visitor Counts
Business Objectives.
Business Objectives?
Business Objectives!
Business Objectives !!
Building a PPC Account
The Nuts & Bolts
Starting Up•Create a Google Account•Decide how you’ll pay for clicks
Account ComponentsAccount – total budget amount, admin access,
billing info, time zone settings
Campaign – geo-targeting, day-parting, budget allotment, device targeting, bid types
Ad Group – ad creative & keyword organization
Keyword – “searcher-facing” portion (user access point)
Ad Creative – messaging; keyword targeting
PPC Manager’s Perspective
Account Components
Campaigns
Ad Groups
Ads
Keywords
(More) Manager’s Perspective
And here’s where it can start to get a bit more complicated...
Searcher’s Perspective
“keyword phrase”
(searcher)
Lead Submission:“Tell Me More !!”
Searcher’s Perspective
Choosing Keywords
Targeting !!
KeyWord Resources
• Start with your website
• Then competitor websites
• Hand-typed research
• Analytics tools: referral keywords
• Google’s KeyWord Tool
KeyWord Resources
https://adwords.google.com/select/KeywordToolExternal
KeyWord Match Types
• Broad Matchkeyword phrase
• Phrase Match“keyword phrase”
• Exact Match[keyword phrase]
Writing Ad Copy
Make It Relevant!
Ad Copy Elements
• Title Line – 25 ch.• Ad Line #1 – 35 ch.• Ad Line #2 – 35 ch.• Display URL – 35 ch.• Destination URL – 1,024 ch.
“Destination URL” Element
• Title Line – 25 ch.
• Ad Line #1 – 35 ch.
• Ad Line #2 – 35 ch.
• Display URL – 35 ch.
• Destination URL – 1,024 ch.
www.weddingplanners.com/wedding-venue-examples(/specific-picture/?track_code=keyword-1&track_code…)
Conversion Tracking
How You Know You’re Winning!
Conversion TrackingConversion Snippet: apply to your “Thank You” page
Conversion Tracking
Landing Pages
Fulfill Your Ad’s Promise
Landing Pages Must:• Be relevant to your ad !!• If you said “on sale” the landing page better feature
something “on sale”
• If there was a price mentioned, it’d better be there!
• Provide clear action steps• “Don’t Make Me Think”
• Be about the item your ad promotes… • … and ONLY that item.
• No “pop-up’s”
• No redirects
Analyzing Results
Making Sense of the Data
Optimization Opportunities!!
Overview: PPC Metrics• Impression = Ad appearance
• Click = Searcher clicks an ad
• CTR = Click-through-Rate - Ratio: Clicks / Impressions = CTR- Measure of ad, keyword, campaign effectiveness
• Ad Position = Ranking of your ad creative (averaged)
• Cost = Spend per keyword, ad, ad group, campaign…
• Conversion = Action completed by searchers(i.e., lead submission, email, purchase, etc.)
Overview: PPC Metrics
Optimizing Your Account
Kill the Losers !!
Promote the Winners !!
Optimization Tips:
• A/B Test Ad Copy• Negative Keywords• Multiple match types, same keyword• Cost-per-Click bidding• A/B Test Landing Pages• AdWords Editor
AdWords Editor
Q & A:
