Luke Quilter, managing director of search marketing agency Sleeping Giant Media, presented his PPC Masterclass at the inaugural Digital in Kent conference held in Folkestone, Kent, UK on 17th April 2013. Find out more about Sleeping Giant Media at http://www.sleepinggiantmedia.co.uk Twitter - @SleepingGiantM

1. PPC masterclass
Presented by: Luke Quilter

2. Introduction
How to get clicks for Less
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 2

3. Relevance
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 3

4. Relevance
£15 £12
£14
£11
£13
£10
£9
£8
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 3

5. Relevance
£13 £9
£15
£10
£14
£11
£12
£8
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 3

6. Why?
Help comply to Googles Quality Score Algo
Relevancy
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 4

7. What google say
- Will put this on our
site
http://support.google.com/adwords/answer/
2454010?hl=en
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 5

8. Simple terms
Google is a business
They want more customers
The more relevant your add is, the more
people will click and the better experience a
user will have
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 6

9. Relevancy
adgroup adgroup adgroup
red converse
Keyword Shoes Red shoes trainers
red converse
Ads Shoes Red shoes trainers
red converse
Landing page Shoes Red shoes trainers
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 7

10. Ongoing Management
- Ensure you
Average
break the performance
account out Stage 1
- Remove the Good
performance
Bad
performance
poor performing Stage 2
bits
Great Great
-
Ok
performance performance
Allow more performance
Stage 3
budget to go to
Best Best Best Best
the better performance performance performance performance
performers Stage 4
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 8

11. Thanks for your time
- Any further questions?
- Join us for beers and pizza at 5
- Chance to win 1 of 5 free SEO site audit
and consultation
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk