How to set up a PPC Account - Nov 2012
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This is a presentation I did at Online Marketer in Melbourne, Australia. November 2012 to some beginners. It covers a brief history of PPC and how to set up a PPC account from scratch as well as optimising tips once you're up and running.
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How to set up a PPC Account - Nov 2012
- 1. The Future of Search
- 2. How to kick-start a successful paid search advertising program
- 3. Today Ok, so today I’m going to cover: •Overview •Planning •Building •Optimising Sounds simple doesn’t it…
- 4. Overview
- 5. PPC is born - 1997 www.Goto.com founded. It’s the world’s first Pay Per Click search engine. At first there were tumble weeds… but in 2003 they were purchased by Yahoo for $2.2 Billion.
- 6. Google gets in on the act In 2000 they rolled out Google Ads to just 350 advertisers. Google Ads were heavily based on the GoTo.com & Overture.com model. By 2002 they created a self serve platform to match Overture functionality.
- 7. In 2005 ‘Overture’ was rebranded to ‘Yahoo Search Marketing’ or YSM. YSM Ads were shown on MSN.com & Yahoo.com
- 8. Content networks began Google AdSense launched…
- 9. 2006 - Microsoft joined in MSN adCenter was born. In June 2006, the contract between Yahoo and Microsoft had expired, so they had to do something to fill the gap.
- 10. 2006 – Google bought YouTube Cost? $1.65 Billion Today, YouTube is the world’s second biggest search engine and it makes a lot of money from advertisers (about $4 Billion Per Annum) Good move Google!
- 11. Today In Australia its: Google Ads with approx 90% market share and YSM with about 3 – 5% market share.
- 12. Today
- 13. Google AdWords Google AdWords has evolved into a BIG product. Your Advertising options include: •Text Ads • Google Image Search •Banner Ads Ads •Video Ads • Google Product Ads •Mobile Ads • Google Places Ads •Remarketing Ads
- 14. Google Remarketing I always get asked this, so just to explain…
- 15. Planning
- 16. Planning is key No matter what platform you use; Google, Bing, YSM, PLEASE plan first. Right message, right time, right person, right place = $$ $.
- 17. Planning a campaign Answer the following questions: •“What do I want to advertise?” •“Where are my customers?” and most importantly •“How much can I afford to spend on clicks to earn each sale?” (ROI)
- 18. Planning a campaign - Holistic Take a holistic view too, it’s not just about the campaign you build within your AdWords Account AdWords has a system called the AdWords, ‘Quality Score’. This is a score between 1 and 10 assigned by Google to each keyword in your account. Higher is better.
- 19. Planning a campaign – Quality Score Keyword Quality Scores are mainly influenced by: •The landing page relevance to your Ads and your keywords •Keyword relevance in your Ads •The Click Through Rate on your Ads.
- 22. Planning a campaign – Quality Score Critical Tip! Optimise your landing pages for the keywords you’re bidding on. Think about people and what they’d expect/want to see when they click your Google Ad. Do not create Campaigns and send everyone to your home page!
- 23. Planning a campaign – structure Campaign: Brand AdGroup: Brand & Misspells Campaign: Women’s Ugg Boots AdGroup: Women’s Ugg Boots AdGroup: Women’s Tall Ugg Boots AdGroup: Women’s Mid Ugg Boots AdGroup: Women’s Fashion Ugg Boots Campaign: Men’s Ugg Boots AdGroup: Men’s Ugg Boots AdGroup: Men’s Tall Ugg Boots AdGroup: Men’s Mid Ugg Boots AdGroup: Men’s Fashion Ugg Boots Campaign: Products AdGroup: Product 1 AdGroup: Product 2 AdGroup: Product 3
- 24. Building
- 25. Building a campaign - Starting If you’re a beginner, start ‘lean’ and begin with a simple text Ad just showing on Google Search Engine results:
- 26. Building a campaign - Starting
- 27. Building a campaign - Starting
- 28. Building a campaign - Campaign You can change the name later if you want…
- 30. AdGroup settings Next, build your first AdGroup & Google Ad!
- 32. Keywords
- 33. Keyword research tips • Use Google’s suggested search terms for keyword research – people use this a lot. People are lazy.
- 34. Keyword research tips • Try using Google’s keyword tool… (but trust me, suggested search is better)
- 35. Anyway… You’re done. You’ve just created your first simple Google Ad and within about 10 minutes you’ll see impressions and (hopefully) clicks on your Ad. Congratulations.
- 36. Google Display Ads Google Display Network (GDN) has over 1 Million Partner websites you can show your ads on. Contextually & Managed. Example:
- 38. Google Display Ads Your Text Ads can also show up around Gmail, and thousands of blogs, forums news sites etc. Banner Ads show up everywhere too, from YouTube, slideshare.com and blogs to forums etc… Great for Branding, but also sales…
- 39. Google Display Ads To create Display Ads its pretty much the same process as creating text ads but instead of selecting ‘Search Network Only’, create a new Campaign which only targets ‘Display Network Only’.
- 40. Google Display Ads Name this Campaign; “Women’s Ugg Boots – Display” – you’ll have more control over daily budgets, geographic targeting etc...
- 41. Google Display Ads – Banner creation
- 42. Conversion Tracking - ROI Knowing how much you’re spending and how much you’re making is kinda useful I reckon. Luckily Google AdWords makes figuring this out reasonably easy.
- 43. Conversion Tracking - ROI
- 44. Conversion Tracking - ROI To set this up in your account (…and it’s a very similar process in YSM and Bing Ads – remember them?), … click the ‘Tools and Analysis’ Tab:
- 45. Conversion Tracking - ROI Click + New conversion…
- 46. Conversion Tracking - ROI Conversions can be things like successful form submissions, a purchase, a newsletter sign ups etc etc.
- 48. Optimising
- 49. Ad Copy Writing Effective Google Ads isn’t easy and takes some practice. •25 Characters Heading •35 Characters Description 1 •35 Characters Description 2 •35 Characters Display URL
- 50. Ad Copy 1.Try and get your USP as a benefit into your Ad Olay: “You get younger-looking skin” Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.” FedEx: “When your package absolutely, positively has to get there overnight”
- 51. Ad Copy 2. Include your keywords & USP.
- 52. AdWords Editor Tip, download AdWords editor. It’s a fully featured desktop version & much faster!
- 53. Keyword details
- 54. Keyword details
- 56. Tools
- 57. Tools & Resources http://www.google.com/intl/en/adwordseditor/ AdWords Editor http://adwords.blogspot.com.au - Google AdWords Blog
- 58. Questions? To contact me (Chris Thomas) personally • E: Christ@reseo.com • T: @reseo • P: 03 9415 2383 • M: 0414 986 957 • W: www.reseo.com
Notas del editor
- YSM was the first company to take full advantage of the pay per click advertising model with large syndication deals to third party search engines. The distribution network they started several years ago has never slowed down, and YSM continues to look for new and interesting ways to introduce their model in not only search engines, but in other forms of media as well. They’ve had quite an interesting history as they went from a small startup company to one of the largest search marketing reaches. Here’s a brief history of a small company known as GoTo.com. 1997: GoTo.com launches. GoTo.com was founded by ideaslabs. It did not yet have a public offering. February 21, 1998 GoTo.com presents a proof of concept testing at TED8. With little fanfare, the new paid search engine launched. For the first year of GoTo.com’s existence, most advertisers received little traffic, and the engine seemed to brand itself as more of a search engine than an advertising platform. June 15, 1998: GoTo.com announces backfill deal with Inktomi. This was a big breakthrough for GoTo.com. It began to backfill its paid listings with search results from Inktomi. This allowed the search engine to further brand itself as a search engine because it could now show results for any search query through Inktomi’s technology. The first major milestone for GoTo.com on the advertiser front. Passing 1000 paid advertisers was a big deal, but the search engine was still unfriendly to many of those advertisers as there wasn’t a self serve platform. June 1 1999: GoTo.com launches toolset to let advertisers take control. The largest change from a rep based system to a self serve system. GoTo.com launched a toolset to allow advertisers access to keywords and real time bidding. Today, this toolset is known as the DTC or direct traffic center. June 1999: GoTo.com goes public. In a short two years, the company went form being launched to going public. This shows the vision and foresight of many of its founding members. Oct.8, 2001: GoTo.com changes its name to Overture Services. The first of two re-brandings for the paid listing search engine. It changed its name to Overture Services. November 20, 2001: Overture teams up with Yahoo.com. The first major destination deal for Overture occurred when Yahoo began to feature the paid Overture listings on Yahoo search results. This quickly became the mantra for Overture. As it realized it wouldn’t compete with other portals as a destination zone, it began to partner with these portals to give its ads visibility and for the search engines to further monetize search results. March 2003: Overture buys AllTheWeb. Overture’s first move towards owning it’s own search technology was acquiring Alltheweb. April 28, 2003: Overture completes purchase of Alta Vista for $106 million in stock and cash. Alta Vista was once one of the major search engines with its own user base and technology. Overture acquired them and began to implement some of its search technology into their result sets. Oct. 7, 2003: Yahoo completes purchase of Overture for $2.2 billion in stock and cash Yahoo acquires Overture. Overture had become a major income stream for Yahoo, and was very dependent on them for search based revenue. The purchase of Overture gave Yahoo control not only over Alta Vista, and Overture. But soon became the first portal to own 4 engines as Yahoo now owns Inktomi, FAST, AllTheWeb, and Overture. April 18, 2005: Overture Services changes name to Yahoo Search Marketing. The second major re-branding effort for the paid listings provider. In an effort to brand Overture as an integral part of Yahoo, the thinkers at Yahoo changed the name in order to show the synonomity of these two systems and further attract advertisers with a self serve Yahoo branded model. At this time, Yahoo Local was also bundled under YSM control, although the local advertising remained unsupported by YSM staff and is still quite early in its development and monetization stages.
- YSM was the first company to take full advantage of the pay per click advertising model with large syndication deals to third party search engines. The distribution network they started several years ago has never slowed down, and YSM continues to look for new and interesting ways to introduce their model in not only search engines, but in other forms of media as well. They’ve had quite an interesting history as they went from a small startup company to one of the largest search marketing reaches. Here’s a brief history of a small company known as GoTo.com. 1997: GoTo.com launches. GoTo.com was founded by ideaslabs. It did not yet have a public offering. February 21, 1998 GoTo.com presents a proof of concept testing at TED8. With little fanfare, the new paid search engine launched. For the first year of GoTo.com’s existence, most advertisers received little traffic, and the engine seemed to brand itself as more of a search engine than an advertising platform. June 15, 1998: GoTo.com announces backfill deal with Inktomi. This was a big breakthrough for GoTo.com. It began to backfill its paid listings with search results from Inktomi. This allowed the search engine to further brand itself as a search engine because it could now show results for any search query through Inktomi’s technology. The first major milestone for GoTo.com on the advertiser front. Passing 1000 paid advertisers was a big deal, but the search engine was still unfriendly to many of those advertisers as there wasn’t a self serve platform. June 1 1999: GoTo.com launches toolset to let advertisers take control. The largest change from a rep based system to a self serve system. GoTo.com launched a toolset to allow advertisers access to keywords and real time bidding. Today, this toolset is known as the DTC or direct traffic center. June 1999: GoTo.com goes public. In a short two years, the company went form being launched to going public. This shows the vision and foresight of many of its founding members. Oct.8, 2001: GoTo.com changes its name to Overture Services. The first of two re-brandings for the paid listing search engine. It changed its name to Overture Services. November 20, 2001: Overture teams up with Yahoo.com. The first major destination deal for Overture occurred when Yahoo began to feature the paid Overture listings on Yahoo search results. This quickly became the mantra for Overture. As it realized it wouldn’t compete with other portals as a destination zone, it began to partner with these portals to give its ads visibility and for the search engines to further monetize search results. March 2003: Overture buys AllTheWeb. Overture’s first move towards owning it’s own search technology was acquiring Alltheweb. April 28, 2003: Overture completes purchase of Alta Vista for $106 million in stock and cash. Alta Vista was once one of the major search engines with its own user base and technology. Overture acquired them and began to implement some of its search technology into their result sets. Oct. 7, 2003: Yahoo completes purchase of Overture for $2.2 billion in stock and cash Yahoo acquires Overture. Overture had become a major income stream for Yahoo, and was very dependent on them for search based revenue. The purchase of Overture gave Yahoo control not only over Alta Vista, and Overture. But soon became the first portal to own 4 engines as Yahoo now owns Inktomi, FAST, AllTheWeb, and Overture. April 18, 2005: Overture Services changes name to Yahoo Search Marketing. The second major re-branding effort for the paid listings provider. In an effort to brand Overture as an integral part of Yahoo, the thinkers at Yahoo changed the name in order to show the synonomity of these two systems and further attract advertisers with a self serve Yahoo branded model. At this time, Yahoo Local was also bundled under YSM control, although the local advertising remained unsupported by YSM staff and is still quite early in its development and monetization stages.