presented by: Highly experienced and successful Search Engine Marketer with experience in a wide variety of industries including software, CPG, telecommunications, apparel, travel, education and professional services. SpecialtiesPay Per Click campaign management and Search Engine Optimization for superior return on investment. Also experienced in Conversion Optimization including landing pages and conversion funnel.

1. An introduction to
Pay Per Click Advertising
The Good, The Bad & The Ugly
Alexandra Baird – SEM Consultant
www.mobiZONEinc.com

2. What is PPC?

5. Benefits of PPC
• Only pay when people click
• Results come in quickly
• Cost is easy to control
• Changes are easy to make and upload fast
• There’s an on/off switch
• No contracts
• Great testing ground for messaging
• Visitors are a targeted user- they searched for you!

6. How PPC Works

7. Keyword Match Types
EXACT / PHRASE / BROAD
• EXAMPLE:
• Keyword phrase bid on: Tennis shoes
• Actual search query that triggers your ad:
• Exact Match: Tennis shoes
• Phrase Match: Nike Tennis shoes on sale
• Broad Match: Leather shoes for Tennis
• Broad Match: Stan Smiths on sale

9. Importance of Relevancy

10. Importance of Relevancy

11. Importance of Relevancy

12. Importance of Relevancy

13. 5 Myths of PPC
• You don’t need PPC if you are ranking well organically
• Being in the 1st ad position is where you want to be
• Once you’ve set up your campaign, you can forget it.
• You should only run your ads during business hours
• Your in-house marketing team / admin assistant / social media guy are
good candidates for PPC management

14. Google Adwords: New Ad Formats

15. Google Adwords: New Ad Formats
Call Extension

16. Google Adwords: New Ad Formats

17. PPC Measurement & Analysis:
Campaign Level

18. PPC Measurement & Analysis:
Keyword Level
• Need to understand how much you can afford to pay per
“conversion” (whether it be a lead or a transaction).
• Once you know this, you can adjust your keyword-level bids
accordingly

19. Comparing PPC to Site Performance

20. Key PPC Metric: Bounce Rate
Per Keyword

21. www.mobiZONEinc.com