PPC Basics

1. Temple Ad Club & Seer
February 10th, 2015

2. • At Seer since May 2012
• University of Delaware
• Marketing & Finance
• Started at internship in Affiliate
Affiliate Marketing
• Came to Seer after hearing
Wil (Founder) speak.
Audrey Bloemer – Account Manager

3. • At Seer since May 2014
• University of North Carolina
• Advertising & American Studies
• Started at internship in Affiliate
Digital Marketing
• Came to Seer after hearing
Aaron (PPC Director) speak.
Evan Noll- Account Manager

4. WHAT IS SEER?

5. Digital Marketing Agency Founded in 2002
• Based in the Northern Liberties
• Started as a SEO company
• Now 100 people
• SEO, PPC, Analytics and Content
Seer Interactive

6. WHAT’S IT LIKE?

7. IT’S NOT JUST MARKETING, IT’S PERSONAL.
Seer Culture
• Client Services
• Vibrant Team!
• Lots’o Learning
• Excellence
• Collaborative
• Philanthropic

8. SOME CLIENTS

9. AND A CHURCH

10. WHY DIGITAL MARKETING?

11. Everyone is Doing It!
• Growing
• Track-able
• Scalable
• “Cheap”
• Hyper-Targeted

12. SEO VS. PPC

13. • Quick visibility on the SERP’s
• Compete with all level competitors
• Improves brand awareness
• Local or Global
• Pay for results
• More opportunities to generate conversions
• Identifies new market
Why Advertisers Use Paid Search

14. Paid Search Isn’t Slowing Down
• 23% of Global Ad Spend in 2014
• $121B spend in 2014
• Only behind television
• Growing number of platforms
• Mobile and Video are fastest growing
• More competitors for Google

16. WHAT IS PAID SEARCH

17. Or sometimes referred to as “search engine marketing (SEM)” or cost-per-click (CPC) advertising
• Form of online marketing in which you bid on selected
keywords that correspond to queries typed in search engines
that are relevant to your business
• You only pay when a user clicks on your ad which drives them
to your website or landing page
• Track conversions, analyze performance, gauge success
…Also known as Pay-Per-Click (PPC)

18. • Auction Based Bidding
• Keywords (Match to Queries)
• Every time a users searches your ad is entered into a new ad auction
• Engines determine Ad Rank (Google, Bing/Yahoo, etc.)
• Only pay when someone clicks on your ad
How does it work?

22. • SERPs are constantly changing
• Aesthetically
• Types of content:
• Knowledge Graphs, Images, Maps, PLAs
• Extensions:
• Sitelinks, Callouts, Reviews, Ratings
• Personalization – location, browsing history
• Competition
Search Engine Results Page (SERP)

23. PPC Key Performance Metrics & Lingo

24. PPC Key Performance Metrics & Lingo
Daily
Times
Seen
Click-Through
Rate (ratio)
SERP
Location
Conv./Click
(ratio)
Value/Cost
(ratio)
Cost-per-clickSite Visits Completed
Actions
Revenue Ad Spend

25. How does it work?
Keywords
Ad Groups
Campaigns

26. Keyword Match Types

27. Keyword Match Types

28. Campaigns vs. Ad Groups

29. Expected
CTR
Ad
Relevancy
Landing
Page
How does it work?
Keyword
Max Bid
(CPC)
Quality
Score
Ad
Positon

33. Ad Relevance Improves CTR
… Expected CTR improves Quality

34. Ad Relevance Improves CTR
… Expected CTR improves Quality
1

35. Ad Relevance Improves CTR
… Expected CTR improves Quality
1
2
3
4
5
6

36. Ad Relevance Improves CTR
… Expected CTR improves Quality
1
2
3
4
5
6

37. Ad Relevance Improves CTR
… Expected CTR improves Quality

38. • A conversion is when a user completes you desired action
• B2B/Lead Gen: filling out a form, free demo, downloads
• Ecommerce: completing purchase transaction
• Tracking conversions helps set goals for campaigns and
evaluate and optimize performance.
What is a conversion?

39. How We Measure Success

40. PPC IS MORE THAN JUST SEARCH

41. Targeting -

42. Search Partner Site

46. YouTube

47. YouTube

48. PAID SEARCH
ACCOUNT MANAGER

49. CLIENT
COMMUNICATION

50. MONEY & DATA

51. ACCOUNT STRATEGY

52. Paid Search Support Team

53. REPORTING

54. ANALYSIS

55. EXECUTION

56. Want to learn more?
• www.SeerInteractive.com/Blog
• www.PPCHero.com
• www.SearchEngineJournal.com
• www.SearchEngineWatch.com
• Certifications:
• www.Google.com/Partners
• bingads.microsoft.com/training-accreditation

57. QUESTIONS?

58.  Impression – The number of times your ad was show
 Click – When someone clicks on your ad and is directed to your website
 CTR (Click Through Rate) – Ratio of clicks to impressions
 Avg. CPC (Cost Per Click) – The average amount you pay when someone clicks on your ad
 Avg. Position – Ad placement location of where your ads show in the SERPs
 Conversion – Tracked action a user takes on your website
 Conversion Rate – Ratio of conversions to clicks
 CPA (Cost Per Action/Conversion) – Advertising cost spent per conversion
 Ads – Content shown to users in the SERPs
 Bid – Maximum amount we tell the engines we are will to pay per click
 Quality Score – Ranking given to your keywords based on CTR, relevance, etc.
 Budgets -
PPC Key Performance Metrics & Lingo