Date post: | 27-Jan-2015 |
Category: |
Business |
Upload: | andy-poulton |
View: | 113 times |
Download: | 2 times |
1
Pay per Click [PPC]
1Slides available from www.wiltswebdesign.co.uk
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1Slides available from www.wiltswebdesign.co.ukDelivering traffic to your website
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Pay per Click [PPC]
2Slides available from www.wiltswebdesign.co.uk
WiltsW
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2Slides available from www.wiltswebdesign.co.uk
Download Slides from www.159.be
Slides Available from www.wiltswebdesign.co.uk
3
Pay per Click [PPC]
3Slides available from www.wiltswebdesign.co.uk
WiltsW
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3Slides available from www.wiltswebdesign.co.uk
4
Pay per Click [PPC]
4Slides available from www.wiltswebdesign.co.uk
WiltsW
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4Slides available from www.wiltswebdesign.co.uk
• What is Google Adwords
• 3 Ways Adwords can be used
• How Adwords works
• Understanding your Campaign
• Improving your ROI
5
Pay per Click [PPC]
5Slides available from www.wiltswebdesign.co.uk
WiltsW
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5Slides available from www.wiltswebdesign.co.uk
So Andy –
Are you going to tell us how to get to
NUMBER 1
in Google
6
Pay per Click [PPC]
6Slides available from www.wiltswebdesign.co.uk
WiltsW
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6Slides available from www.wiltswebdesign.co.uk
World Wide Web – Reality Check
7
Pay per Click [PPC]
7Slides available from www.wiltswebdesign.co.uk
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7Slides available from www.wiltswebdesign.co.uk
Web Marketing is a Marathon
8
Pay per Click [PPC]
8Slides available from www.wiltswebdesign.co.uk
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8Slides available from www.wiltswebdesign.co.uk
This is a Sprint
9
Pay per Click [PPC]
9Slides available from www.wiltswebdesign.co.uk
WiltsW
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9Slides available from www.wiltswebdesign.co.uk
So Andy –
Are you going to tell us how to get to
NUMBER 1
in Google
10
Pay per Click [PPC]
10Slides available from www.wiltswebdesign.co.uk
WiltsW
ebD
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n.co
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10Slides available from www.wiltswebdesign.co.uk
Probably the
greatest marketing opportunity
known!
11
Pay per Click [PPC]
11Slides available from www.wiltswebdesign.co.uk
WiltsW
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11Slides available from www.wiltswebdesign.co.uk
PPC
Results
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Pay per Click [PPC]
12Slides available from www.wiltswebdesign.co.uk
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12Slides available from www.wiltswebdesign.co.uk
Strategic
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Pay per Click [PPC]
13Slides available from www.wiltswebdesign.co.uk
WiltsW
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13Slides available from www.wiltswebdesign.co.uk
Strategic PPC
• Replace other non-measurable marketing
• Replace marketing that is in decline• Paper directories
14
Pay per Click [PPC]
14Slides available from www.wiltswebdesign.co.uk
WiltsW
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14Slides available from www.wiltswebdesign.co.uk
Tactical
15
Pay per Click [PPC]
15Slides available from www.wiltswebdesign.co.uk
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15Slides available from www.wiltswebdesign.co.uk
Tactical PPC
• Support New Product / Service Launch
• Support a website that’s underperforming in SEO
• To fill a short term “gap”
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Pay per Click [PPC]
16Slides available from www.wiltswebdesign.co.uk
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16Slides available from www.wiltswebdesign.co.uk
Research and Testing
17
Pay per Click [PPC]
17Slides available from www.wiltswebdesign.co.uk
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17Slides available from www.wiltswebdesign.co.uk
Research
• SEO - Check which Keywords “Hit the Spot!”
• Check which Words “turn customers on”
18
Pay per Click [PPC]
18Slides available from www.wiltswebdesign.co.uk
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18Slides available from www.wiltswebdesign.co.uk
Pay per Click – How it works
You Define
• Your Keywords• Your Advert• The maximum you’ll pay per click• How much you want to spend per day• When your Ads are displayed• Where your Ads are displayed
• SERPS• Content Network
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Pay per Click [PPC]
19Slides available from www.wiltswebdesign.co.uk
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19Slides available from www.wiltswebdesign.co.uk
Pay per Clickaka PPC, Adwords, Sponsored Links
Google Adwords 25 characters max
Check out Google Advertising 35 characters max
Get Started Today 35 Characters max
www.google.co.uk Home page URL
www.google.co.uk/adwords Where the click lands
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Pay per Click [PPC]
20Slides available from www.wiltswebdesign.co.uk
WiltsW
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20Slides available from www.wiltswebdesign.co.uk
Pay per Click – How it works
1st ad on page
Bid 30p per click
Pay 3p
21
Pay per Click [PPC]
21Slides available from www.wiltswebdesign.co.uk
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21Slides available from www.wiltswebdesign.co.uk
2nd ad on page
Bid 20p per click
Pay 3p
Pay per Click – How it works
1st ad on page
Bid 30p per click
Pay 6p
22
Pay per Click [PPC]
22Slides available from www.wiltswebdesign.co.uk
WiltsW
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22Slides available from www.wiltswebdesign.co.uk
3rd ad on page
Bid 10p per click
Pay 3p
Pay per Click – How it works
2nd ad on page
Bid 20p per click
Pay 6p
1st ad on page
Bid 30p per click
Pay 9p
23
Pay per Click [PPC]
23Slides available from www.wiltswebdesign.co.uk
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23Slides available from www.wiltswebdesign.co.uk
Performance Monitoring
24
Pay per Click [PPC]
24Slides available from www.wiltswebdesign.co.uk
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24Slides available from www.wiltswebdesign.co.uk
Link Adwords and AnalyticsOverview
25
Pay per Click [PPC]
25Slides available from www.wiltswebdesign.co.uk
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25Slides available from www.wiltswebdesign.co.uk
Link Adwords and AnalyticsBest position on Page
26
Pay per Click [PPC]
26Slides available from www.wiltswebdesign.co.uk
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26Slides available from www.wiltswebdesign.co.uk
Destination URLs
Link Adwords and Analytics
27
Pay per Click [PPC]
27Slides available from www.wiltswebdesign.co.uk
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27Slides available from www.wiltswebdesign.co.uk
The genius that is CTR
CTR = Click Through Ratio
= the % of Clicks against Impressions
Impressions (number of time your ad is displayed)
Clicks (number of times your ad is clicked on)
1% is so-so to OK
2% is OK
3% and above is doing well
+ 10% = Possible Promotion
28
Pay per Click [PPC]
28Slides available from www.wiltswebdesign.co.uk
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28Slides available from www.wiltswebdesign.co.uk
CTR 1.5%
1.5 x 30p = 45
Pay 9p
CTR 3%
3 x bid 20p = 60
Pay 6p
CTR 1%
1 x bid 10p = 50
Pay 3p
Quality Score
1st ad
2nd ad
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Pay per Click [PPC]
29Slides available from www.wiltswebdesign.co.uk
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29Slides available from www.wiltswebdesign.co.uk
So how can we
improve
the CTR?
30
Pay per Click [PPC]
30Slides available from www.wiltswebdesign.co.uk
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30Slides available from www.wiltswebdesign.co.uk
Improve CTR
• Experiment with dedicated Landing Pages
• Test different Keywords
• Vary your bid to try different positions
• Compare different Ads
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Pay per Click [PPC]
31Slides available from www.wiltswebdesign.co.uk
WiltsW
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31Slides available from www.wiltswebdesign.co.uk
53% 1085 22,849 4.75%
47% 476 20,262 2.35%
Improve CTR
32
Pay per Click [PPC]
32Slides available from www.wiltswebdesign.co.uk
WiltsW
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32Slides available from www.wiltswebdesign.co.uk
• What is Google Adwords
• 3 Ways Adwords can be used
• How Adwords works
• Understanding your Campaign
• Improving your ROI
33
Pay per Click [PPC]
33Slides available from www.wiltswebdesign.co.uk
WiltsW
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n.co
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33Slides available from www.wiltswebdesign.co.uk
Andy Poulton
M: 07966 547146
andypoulton
andypoulton
Delivering traffic to your website