Pay Per Click Advertising Explained

Presents:

“If It’s Not Working For You,
You’re Doing It Wrong!”
Harnessing the Proven, Unmistakable,
Incomparable Power of the Click

Search Engine Marketing Tutorial

Thursday, January 16, 2014

Goals of Webinar

Introduction to Search Engine Marketing


Goals of Webinar
Learn the basics of SEM (Search Engine Marketing) using
Google AdWords, Facebook, YouTube, and Analytics.



Goals of Webinar
Learn how to write effective ads on AdWords



Goals of Webinar
Learn the advantages of a keyword strategy and quality
keywords.



Goals of Webinar
keywords.
Learn the effectiveness of Marketing on different platforms



Goals of Webinar
keywords.
Learn the effectiveness of Marketing on different platforms
Learn how to USE the information from Google Analytics to
your advantage.



Agenda
Overview
•Foundations of SEM
•Advantages of Search Engine Marketing over other marketing outlets
•Signing in to AdWords for the first time
•Key Features and Capabilities
•Understanding basics of account structure
Keyword Strategy
•Learn ideas and see building tools
•Learn how to create a quality keywords list
Creating Effective Ads
•Learn methods
•Understand Googles Guidelines
Marketing on different Platforms
•Learn the qualities of different marketing sites (Facebook, YouTube, etc.)



Did You Know?

Google Display Network is the largest marketing network online
reaching more than 80% of the global internet users and serving
more than 6 BILLION ad impressions each day across hundreds of
thousands of websites.

Introduction to Google AdWords


Overview

Fun Fact:
Search Engine Marketing accounts for 20 percent of all
advertising dollars spent (Forrester 2013).



Overview

Fun Fact:
Search Engine Marketing accounts for 20 percent of all
advertising dollars spent (Forrester 2013).
Google ALONE has around 63% market share in the Search Engine
Marketing industry. This includes Google Search, Google Display,
and video marketing.



Advantages:
Why is it Important?



Advantages:
Relevance:
Highly targeted approach towards marketing. Your ad is displayed to
only those people who are searching for products/services which you want to
market.



Advantages:
Relevance:
market.
Conversion Vs. Exposure:
Advertisers have to pay when a prospect clicks on their ads and there is
no charge for displaying your ad on a search engine. Thus, emphasis is given
on conversion and not exposure



Advantages:
Relevance:
market.
Control:
Ability to measure conversions, costs per conversions, manage daily
budget and measure ad performance allows more control over your marketing
efforts.



Advantages:
Relevance:
market.
Control:
Ability to measure conversions, costs per conversions, manage daily
budget and measure ad performance allows more control over your marketing
efforts.
Simplicity:
Do-it-yourself model allows small businesses to start marketing
campaigns without the huge overhead cost associated with traditional
marketing campaigns


Definitions
PPC: Pay-Per-Click, the pricing model an advertiser gets charged each time a user clicks
on the ad.
CPC: Cost-Per-Click, the amount you will pay for a single click on your ad.
Creative: Ad content, what the ad actually looks like.
SERP: Search Engine Results Page
Impressions: The number of times the ad has been seen by
CTR: Click-Through-Rate, the number of clicks an ad receives divided by the number of
times that ad has appeared in a given time.
Google Content Network: Google’s partner network (websites, blogs, etc.) where AdWords
ads can displayed based on content themes rather than specific keywords.



Definitions
Ad Rank: The order in which your ad appears based on the keyword bid and quality score
on SERP.
Quality Score: A numerical score assigned by Google AdWords utilized in their PPC
platform. The Quality Score is determined by an ad’s CTR, Keyword Relevance, Landing
Page Relevance, and other factors. Combining the ad’s Quality score with your maximum
CPC and advertiser competitiveness determines your ad’s position and what you end up
paying per click.
Click: How many times someone clicked on your ad to visit your site
Avg. CPC: The average amount paid each time an ad is clicked. (Cost of clicks / # of
clicks)
Avg. Position: Average position an ad appears in SERP when that keyword is searched.
2.4 means the ad is averaging between position 2 and position 3.
Max. CPC: Denotes the most you are willing to pay for one click on your ad. This does
NOT mean you will actually pay that amount. Factors such as Quality Score and
competition will play a factor.



Organic vs Paid



Organic vs Paid
Search engines rely on complex ranking algorithms to decide
the search results rank of any web site. This process is dynamic and
rankings are continuously updated.



Organic vs Paid
Search engines also use spiders or web crawlers to gather
information about your site and bring it back to be analyzed by a
powerful central engine



Organic vs Paid
SEO Search Engine Optimization refers to a diverse set of
activities that you can perform to your website to increase the number
of desirable visitors who come to your web site via search engines
which is also referred to as organic medium



Organic vs Paid
SEO Search Engine Optimization refers to a diverse set of
activities that you can perform to your website to increase the number
of desirable visitors who come to your web site via search engines
which is also referred to as organic medium
In contrast to organic medium, a paid medium is one in which
you are paying to bring visitors to your site
Lets see some examples....



Paid


Paid

Organic


Paid

Paid

Signing up with AdWords
Signing up is EASY!

https://adwords.google.com/um/Welcome/Home



Google Search Network



Keyword Strategy

Keywords

Campaign

Status

Max
CPC



Quality
Score

Targeting Ads in the Google Display Network

Cube




Leader Board

Cube




For the Display Network, the two best
performing size ads are 300x250 (cube) and
728x90 (Leader Board)

Leader Board

Cube



General Displays on the Google Network are
great ways to get the attention of internet
users, and generally get more impressions
then search ads.



General Displays on the Google Network are
great ways to get the attention of internet
users, and generally get more impressions
then search ads.
These Display ads can lead visitors to the
site you determine, where a REMARKETING
PIXEL can be placed on their computer for
remarketing and targeting later.



Targeting Keywords in the Google Display Network



Targeting Websites in the Google Display Network



Remarketing: Costs and Impressions

`


AdWords Ad Extensions



Summing up the Display
Network page:
Display ads and Remarketing ads are the most powerful
tool on the Google Network.
Search ads give the best CTR and interested clicks

DO IT.



FaceBook Marketing



Introduction to Facebook Marketing


Facebook News Feed Ad

Facebook Right Column Ad

Introduction toto Google AdWords
Introduction Facebook Marketing


Introduction toto Google AdWords
Introduction Facebook Marketing


YouTube
You know those annoying YouTube video you have to watch before watching
the video you DO want to watch? Yea, do those too.

Introduction to YouTube Marketing


YouTube
You know those annoying YouTube video you have to watch before watching
the video you DO want to watch? Yea, do those too.

And you know what? They actually WORK!



YouTube
In-Stream



YouTube
In-Display


YouTube
In - Search



YouTube
Campaign Analytics

Introduction to YouTube AdWords
Introduction to Google Marketing


Google Analytics
Why Use Analytics?

Introduction to Google Analytics


Google Analytics
Why Use Analytics?
Track New and returning visitors on your site



Google Analytics
Why Use Analytics?
See what brought customers to your site



Google Analytics
Why Use Analytics?
See where visitors are going on your site



Google Analytics
Why Use Analytics?
See where visitors are going on your site
Track how many forms are submitted



Google Analytics
Track the traffic throughout your site



Google Analytics
Event Tracking Forms
_gaq.push(['_trackEvent', 'Forms', 'Submit', 'Bariatric Question'])



Marketing Recap



Marketing Recap
Google AdWords Search and Display Ad creation and
Remarketing.



Marketing Recap
Remarketing.
Facebook marketing, Analytics, and ease of use.



Marketing Recap
Remarketing.
YouTube marketing, in-video displays, side displays, and
search displays



Marketing Recap
Remarketing.
search displays
Analytics - The POWER of numbers



Marketing Recap
Remarketing.
search displays
Analytics - The POWER of numbers
Goal Setting and Form Tracking



Any Questions?

For a copy of this presentation, please email
cfalls@demicooper.com



Pay Per Click Advertising Explained

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Pay Per Click Advertising Explained