This document provides an overview of pay-per-click (PPC) advertising. It discusses setting up PPC accounts and campaigns, choosing keywords, creating ads, targeting audiences, and measuring success. The key points are: treat search and display ads separately when analyzing performance; set budgets carefully as display ads have lower click-through rates; and track URLs to measure what is working well.

1. Pay-Per-Click
Michael Hill
michael@bravemedia.ie
@mikejhill
www.BraveMedia.ie

2. Agenda
• Try not to bore you!
• What is PPC?
• Goals
• Building Your Account
• Is It Working?
• Exams!!

4. What is PPC?

5. Why Is It Important?
• Reach target market quickly
• Online spend
• 12.8% increase in 1st half of 2012 to €75m
• €130m over 2012
• No minimum spend
• Target your market specifically
• Over €4bn spend online in Ireland in 2012 (75% abroad)

8. Careful Now!
• Treat Search & Display separately when analysing

9. Careful Now!
• Treat Search & Display separately when analysing
• Display will have much lower CTR

10. Careful Now!
• Treat Search & Display separately when analysing
• Display will have much lower CTR
• Set your budget carefully!

11. Careful Now!
• Treat Search & Display separately when analysing
• Display will have much lower CTR
• Set your budget carefully!
• Have strong call-to-action

12. Careful Now!
• Treat Search & Display separately when analysing
• Display will have much lower CTR
• Set your budget carefully!
• Have strong call-to-action
• Track the URLs

13. Set Your Goals

14. Conversions Step 1

15. Conversions Step 2

16. Conversions Step 3

17. Conversions Step 4

18. Budget – Stick To It

19. Account Structure

20. Campaigns

21. Ad Groups
• Campaign > Equestrian

22. Keywords
• Equestrian > Horse Rugs

23. Keyword Types
• Broad
• “Phrase”*
• [Exact]*
• +Modified +Broad
• -Negatives

24. Broad Match
Keyword – Beautiful Flowers Will My Ad Show?
Beautiful Flowers
Buy beautiful flowers Yes
Buy beautiful
Beautiful cars flowers Yes
Beautiful cars
Garden centers Yes
Garden centers Yes
Flower Beds Yes

25. Phrase Match
Keyword – Beautiful Flowers Will My Ad Show?
Beautiful Flowers Yes
Buy beautiful flowers Yes
Beautiful cars No
Garden centers No
Flower Beds No

26. Exact Match
Keyword – Beautiful Flowers Will My Ad Show?
Beautiful Flowers Yes
Buy beautiful flowers No
Beautiful cars No
Garden centers No
Flower Beds No

27. Choosing Keywords

28. Choosing Keywords

29. Ads

30. Dynamic Keyword Insertion
• Puts keyword searched into Ad
• E.g. Brave Media
• {keyword} = “brave media”
• {Keyword} = “Brave media”
• {KeyWord} = “Brave Media”

31. Product Listings

32. Remarketing

33. Remarketing

34. Remarketing

35. Call-To-Actions
• “Shop Now!”
• “Buy Now!”
• “Download Today!”
• “Order Today”
• “10% Off Today Only!”

36. Targeting

37. Ad Scheduling

38. Ad Scheduling

39. Targeting

40. Advanced Targeting

41. Mobile Ads

42. Don’t Touch Anything!!!

43. Best Friends

44. Best Friends

45. Best Friends

46. PPC Loves SEO!
• Quality Score
• Landing pages
• Content must be relevant
• Better website = lower Avg CPC

47. Exams!

48. GOMCHA Advice
• Do your research
• Goals
• Keywords / Ad Scheduling
• Budget your spend
• E.g.
• 20% Week 1
• 30% Week 2
• 50% Week 3
• Track effectiveness of it
• LEARN FROM IT

49. Twitter, Links & Thanks!
• http://www.google.com/ads/learn/
• http://www.ipassexam.com/
• http://www.ppchero.com/
• Twitter
• @PPCHero
• @iPassExam
• @GoogleDisplay
• @sengineland