2. Pay Per Click Advertising
• Why?
• Account setup
• Search vs display
• Pick keywords
• Create compelling ads • Tools and Help
• Test ad copy • Best Practices
• Tricks, tips and • Advanced Techniques
techniques • What’s Next?
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3. Players, The Good, The Bad
• Google AdWords
• YAHOO! Search Marketing
(includes Bing and MSN)
• Highly focused
PROS
• Predictable traffic
• Lots of support – help pages, forums, articles
• Show the right message to the right users
• Use it to discover new keywords
CONS
• Lose $$ quickly with a poor campaign
• ROI may not be there in some markets
4. Google AdWords
• CPC – Cost Per Click.
• CPM – Cost per thousand impressions
• Conversion –a purchase, signup, page view, or lead.
• Conversion Rate - # conversions/# total clicks
• CTR – Click-through rate. % of viewers that click on an ad.
• Bid – Top amount you are willing to pay for a click.
• Impressions – The number of views your ad gets.
• Visitor – A person that clicks on an ad and visits your website.
• Search Network – Google’s network of search sites like AOL and Netscape.
• Display Network – Your ad shows based on context of page. Not search!
• Quality Score – Ranking system used by Google to measure relevancy of
your ads and landing pages.
5. Google AdWords
The Basics: Setting up Your Adwords account
• Set up account at adwords.google.com
– Credit card
– Find $75-100 coupon
• Create an ad campaign (example: shoes).
• Create ad groups (example: red shoes, tennis shoes, kids shoes).
• Create keyword groups (example: [shiny red shoes], [black and red
shoes], [high heel red shoes])
• Create ads.
• Set your bids manually.
8. Google AdWords
Best Practices
• Search advertising, then display
• Tightly focus your keyword list for each ad group
• Start with at LEAST 3 ads per ad group.
• Set a daily budget.
• Appropriate / focused landing pages.
• Support SEO goals – landing pages and keyword
focus.
• Review search terms report
• add relevant exact matches to keywords lists.
• Add negative terms
• Keep working at it.
9. Google AdWords
Measure your success
• Conversion rate
• Return on investment (ROI)
• Click-through rate (CTR)
• Cost Per Acquisition (CPA) –
Know how your average sales
price and profit by product /
product category.
11. Google AdWords
Choose keywords
• Google Keyword Tool
• https://adwords.google.com/select/KeywordToolExternal
• Review search volume and relevancy.
• Matching Options
• Broad, phrase, exact, negative.
• Add keywords directly or from a CSV w/ match type
• Review competitor ads, bid competition, search volume.
• Spyfu.com – see competitors PPC advertising
12. Google AdWords
Landing page quality
Historical CTR of
display URLs in the ad Quality Keyword relevancy to
your ads
group
Score
Relevance of
keyword and ad to
Determines Historical CTR
search term
CPC
Historical Account history: CTR
performance of your of all ads and
account in your keywords in your
geographic region account
13. Google AdWords
Conversion Tracking
Install conversion tracking code. Learn keywords that
are leading to conversions.
Conversion examples: WHY?
• Connect keywords to
• Purchases
your business goals
• Newsletter sign up • Measure success –
• Page views boost ROI
http://adwords.google.com/support/aw/bin/topic.py?hl=en&topic=16344
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14. Google AdWords
Writing Good Ads
• Headline: Grab attention
• Features
• Benefits
• Competitive advantages
(free shipping, live customer service)
• Call-to-action
• Customize the URL
http://www.searchenginejournal.com/9-tips-to-write-effective-google-adwords-copy/8279/
15. Google AdWords
Tips and Tricks
• Keyword insertions {Keyword:Default text}
http://adwords.google.com/support/bin/answer.py?hl=en&answer=74996
• Review competition
• Rotate vs. Optimize – Rotate (not based on CTR)
• Budget – Start small and build account.
16. Google AdWords
Tools and Help
• Download AdWords Editor
• Opportunities tab – In AdWords
• Ask for help - http://adwords.google.com/support/?hl=en
• Search for AdWords tutorial on youtube.com
• Keep working at it.
17. Google AdWords
Advanced Techniques
• Geographic Targeting
• Go to Campaigns --> Edit Settings --> Edit Location.
• Remove United States and use search tab.
• Search by state, region, town, zip code, etc.
• http://adwords.google.com/support/bin/topic.py?topic=21
• Website Optimizer
• Create new pages or variations to compare different content.
• Web design required!
• http://services.google.com/training/websiteoptimizeroverview/2995095/index.html
• Insight for Search and Google Trends
• http://www.google.com/insights/search/# and google.com/trends
• Analyzes your website content for suggested keywords
• Compare search volume and patterns by location and over time
18. Google AdWords
Ongoing Management (Track & Tweak)
• Bidding – Adjust bids and watch cost per sale
• AdWords Reporting
• Search terms
• Ad position
• Cost per conversion
• More
• Analytics Reporting
• ROI
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19. Create Your Online Marketing
Blueprint
• The Basics– Website design, keyword selection, list of
competitive advantages, Google tools (webmaster, analytics,
local business center), competitor research.
• SEO your pages – Create a list of top pages on your site to
targeted with keywords, build links.
• Put in the time – Assign staff to marketing projects.
• Track results – Measure your website, measure your ROI.
• Select marketing options – PPC, social media, email, link
building, etc.
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20. Google AdWords Links
Google Adwords Support
Google Learning Center – Tutorials, videos, quizes, and more.
http://www.google.com/adwords/learningcenter/index.html
Article about the Google Landing Page Algorithm
http://searchenginewatch.com/3622950
Advanced Adwords techniques
http://searchenginewatch.com/3622950
Linking AdWords and Analytics
http://www.google.com/support/conversionuniversity/bin/answer.py?answer=77123
Articles and Tools about PPC – General
Many articles about PPC advertising
http://www.selfseo.com/ppc_advertising_articles.php
Look at paid traffic estimate for any site as well as keyword information.
www.spyfu.com
Experiment to optimize PPC campaigns
http://www.marketingexperiments.com/ppc-seo-optimization/clarifying-the-
value-proposition.html
21. SEO Tools
General SEO Tools
List of free tool websites.
www.practicalecommerce.com/articles/472/Free-Search Marketing-Tools/
Look at paid traffic estimate for any site as well as keyword information.
www.spyfu.com
Keyword density analyzer
seobench.com/keyword-density-analyzer/
Google search site:www.domain.com – Shows pages in Google for a website.
Linking Tools
Check competitors links with Yahoo Site Explorer.
siteexplorer.search.yahoo.com
Traffic rank estimate, Sites linking in, history of traffic
alexa.com/data/details/traffic_details?url=theunion.com
Directories rated for quality of links.
seocompany.ca/directory/top-web-directories.html
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22. Internet Marketing Resources
Discover what really works in optimization
marketingexperiments.com
Yahoo’s list of SEO resources
dir.yahoo.com/Computers_and_Internet/Internet/World_Wide_Web
/Site_Announcement_and_Promotion/Search_Engine_Optimization__SEO_/
SEMPO Learning Center
http://www.sempo.org/learning_center/
Online marketing magazines / articles
www.practicalecommerce.com
www.webpronews.com
SEO Term Glossary
seoglossary.com/
Article about Google Algorithm factors
www.accuracast.com/seo-weekly/ranking-factors.php
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