A brief introduction to PPC advertising, specifically Google Adwords. Detailing different types of keywords and then focusing on how to achieve high quality scores.
2. Terminology
• PPC = Pay Per Click
• CTR = Click Through Rate
• QS = Quality Score
• SERPS = Search Engine Results Page
• CPC = Cost Per Click
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3. Benefits Of PPC
• Extremely targeted
• Budget control
• Measurable
• Immediate results
• Very cheap compared to traditional
forms of marketing
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4. PPC Networks
• Google AdWords
• Yahoo Search Network
• Microsoft AdCenter (MSN & Bing)
• Many small 2nd tier networks
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5. Google AdWords
• AdWords is great because:
• 70% market share = lots of traffic
• Best interface to work with
• Best stats & tracking
• Most up to date data
• Less fraud than any other network
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6. Google AdWords
• Also the hardest network in some
ways....
• They have higher expectations
• They care more about their users
than money
• They require more work
• More competition = more expensive
clicks
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7. Google AdWords is
much more work
initially but almost
always worth the
extra effort!
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8. The 2 sides of Google
AdWords
Permission
• Search Network Marketing
Interruption
• Content Network Marketing
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14. Quality Score!
• Incredibly important to get good
quality scores. Cheaper clicks!
• Not that hard...
• Relevant keywords
• High CTR
• Relevant landing page
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15. Relevant Keywords
• Use Google keyword tool
• Don’t be tempted to bid on irrelevant
keywords
• Make sure keywords are featured on
landing page if at all possible
• Split into many adgroups
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16. High Click Through Rate
(CTR)
• Using the right relevant keywords
• Writing compelling ads
• Split testing & constantly tweaking
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17. Relevant Landing Page
• Don’t send traffic to your homepage.
• Create relevant landing pages for a
small set of keywords with relevant ad
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18. Keyword Types
• Broad Match
• Phrase Match
• Exact Match
• Negative Keywords
• Following examples based on bidding
for the keyword ‘red car’
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19. Broad Match
• Entered without any quotes
• Ad shows when search string contains
any combination of keyword with or
without other words
• e.g
• red car
• car red
• where can i buy a red car
• how much does a red car cost
• looking for red fluffy dice for my
blue car
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20. Phrase Match
• Entered in “double quotes”
• Ad shows when search string contains
keywords only when together but with
or without other words
• e.g
• red car
• where can i buy a red car
• how much does a red car cost
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21. Exact Match
• Entered in [square brackets]
• Ad only shows when exact keyword is
typed with no other words
• e.g
• red car
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22. Negative Keywords
• Entered with a -minus sign prefix
• Means that key-phrases containing
the negative keyword will not show up
• e.g - negative keyword of -cheap
• red car would show up
• cheap red car would not. Even
under broad & phrase match
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23. If you only remember
these few things...
• Keep Content Network completely
separate from Search campaigns
• Use broad match keywords with care
• Always split test ads
• Remember Google loves relevancy
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