An Introduction to PPC Paid Search
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Transcript of An Introduction to PPC Paid Search
IPROSPECT
Introduction To PPC
Copyright © 2013, iProspect, Inc. All rights reserved.
Digital Performance on a Global Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.
TODAY’S AGENDA
Digital Performance on a Global Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.
Digital Performance on a Global Scale.
PAID SEARCH
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Search engine optimization (SEO) is the process
of improving the visibility of a website or a web page in search
engines via the natural/un-paid/organic/algorithmic
search results
Paid Search Advertising is a method of placing online
advertisements on Web pages that show results from search
engine queries
Digital Performance on a Global Scale.
PAID SEARCH
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Digital Performance on a Global Scale.
PAID SEARCH
The main differences between PPC and SEO are:
1. Position on the search results page2. Traffic Potential3. Associated Costs4. Time Commitment5. Website Involvement
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Digital Performance on a Global Scale.
1. POSITION
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Digital Performance on a Global Scale.
1. POSITION
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Digital Performance on a Global Scale.
1. POSITION
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Digital Performance on a Global Scale.
2. TRAFFIC POTENTIAL
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Digital Performance on a Global Scale.
3. ASSOCIATED COSTS
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Digital Performance on a Global Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.
5. WEBSITE INVOLVEMENT
The performance , optimisation and
coding of the website is central to SEO
The performance , optimisation and
coding of the website is central to SEO
Website optimisation is not essential for PPC
unless Online Sales and a positive user
experience are your main goals
Website optimisation is not essential for PPC
unless Online Sales and a positive user
experience are your main goals
Digital Performance on a Global Scale.
BENEFITS OF PAID SEARCH
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Digital Performance on a Global Scale.
INCREASED VISIBILITY
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Source: http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html
Digital Performance on a Global Scale.
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INSTANT RESULTS
Paid Search activity can be up and running within 24 hours and driving results instantly
Digital Performance on a Global Scale.
SALES
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Digital Performance on a Global Scale.
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CUSTOMERS WHO PURCHASE ONLINE ARE
30% MORE LIKELY TO PERFORM A SEARCH
17% MORE LIKELY TO HAVE CLICKED ON A PPC AD
Digital Performance on a Global Scale.
SEARCH PURCHASE PATHS
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Source: Google & Econsultancy
Digital Performance on a Global Scale.
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38% of Irish consumers researched online before purchasing offline
in 2012
This figure has doubled since 2010
SEARCH DRIVES OFFLINE SALES
Digital Performance on a Global Scale.
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THE AUCTION
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THE AUCTION
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Every time a user searches on Google an auction is triggered based on a formula known as Ad Rank
Digital Performance on a Global Scale.
AD RANK
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Ad Rank is calculated by multiplying the Cost Per Click of each keyword by the Quality Score of the campaign.
Digital Performance on a Global Scale.
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Ads with stronger Ad Rank pay less
on Google
Digital Performance on a Global Scale.
COST
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Digital Performance on a Global Scale.
IMPRESSION SHARE
Impression Share is a metric that represents the percentage of times ads were shown out of the total available impressions for which they were eligible.
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• Lost IS (Budget)– Missed
Impressions Due To Budget Restrictions
• Lost IS (Rank)– Missed
Impressions Due To Quality Score & CPCs
Digital Performance on a Global Scale.
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THE 6 PILLARS OF ADWORDS
Digital Performance on a Global Scale.
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THE 6 PILLARS OF ADWORDS
Digital Performance on a Global Scale.
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THE 6 PILLARS OF ADWORDS
Digital Performance on a Global Scale.
RELEVANCY
Relevancy is the key to creating efficient campaigns and should be evident in all aspects of AdWords campaigns.
The more relevant the campaign, the more likely users will be to engage and the better the overall performance.
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Digital Performance on a Global Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.
Keywords transcend audience profiles
In Paid Search our focus is on choosing the most relevant
keywords
Digital Performance on a Global Scale.
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The more relevant your campaigns are to your product, the stickier and more successful your campaign will be!
Digital Performance on a Global Scale.
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THE 6 PILLARS OF ADWORDS
Digital Performance on a Global Scale.
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Keywords are the
foundation
for Search Marketing
Digital Performance on a Global Scale.
KEYWORD CHECKLIST
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Digital Performance on a Global Scale.
MATCH TYPES
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Digital Performance on a Global Scale.
MATCH TYPES
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Digital Performance on a Global Scale.
MATCH TYPES
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Digital Performance on a Global Scale.
MATCH TYPES
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Digital Performance on a Global Scale.
MATCH TYPES
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Digital Performance on a Global Scale.
NEGATIVE KEYWORDS
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Negative Keywords
Daylight
Robbery
rob
day
Negative Keywords
Fire
Fireman
Sam
cartoon
Be Careful! Adding a term like ‘day light’ will block all activity on light, light bulbs etc
Digital Performance on a Global Scale.
KEYWORD TOOL
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Google Keyword Tool: https://adwords.google.com/keywordtool
Digital Performance on a Global Scale.
KEYWORD TOOL
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Digital Performance on a Global Scale.
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THE 6 PILLARS OF ADWORDS
Digital Performance on a Global Scale.
ACCOUNT STRUCTURE
Account Structure is vital in ensuring control and a method to the madness that is AdWords.
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Daily Budgets are set at the Campaign level
Digital Performance on a Global Scale.
ACCOUNT STRUCTURE
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Accounts can include up to 10,000 Campaigns, 20,000 Ad Groups per Campaign
and 10,000 Keywords per Ad Group!
Digital Performance on a Global Scale.
ACCOUNT STRUCTURE EXAMPLE
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Digital Performance on a Global Scale.
ACCOUNT STRUCTURE EXAMPLE
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Digital Performance on a Global Scale.
ACCOUNT STRUCTURE EXAMPLE
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Digital Performance on a Global Scale.
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THE 6 PILLARS OF ADWORDS
Digital Performance on a Global Scale.
AD COPY
AdWords Ad Copy is an opportunity to reach out to new and existing customers so put your best foot forward
AdWords will complement your SEO strategy as the messaging can be much more specific and go live immediately.
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Digital Performance on a Global Scale.
AD COPY
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RosesBuy Roses Online
Buy 12 Red Roses Online For
Just €60. Offer For Today Only.
www.redroses.ie
TulipsBuy Tulips Online
Buy A Bouquet Of 30 Tulips
Here For Just €30. Offer Ends
Today.
www.tulips.ie
Digital Performance on a Global Scale.
AD COPY
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Digital Performance on a Global Scale.
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THE 6 PILLARS OF ADWORDS
Digital Performance on a Global Scale.
WEBSITE CHECKLIST
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Digital Performance on a Global Scale.
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THE 6 PILLARS OF ADWORDS
Digital Performance on a Global Scale.
OPTIMISATION
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Did you know that 25% of search queries Google sees on a daily basis are brand new?
As search patterns, consumer behaviour, products and offers change so too must AdWords.
IPROSPECT
AdWords Performance
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Digital Performance on a Global Scale.
UNDERSTANDING PERFORMANCE
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Digital Performance on a Global Scale.
UNDERSTANDING PERFORMANCE
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IPROSPECT
Ad Extensions
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Digital Performance on a Global Scale.
AD EXTENSIONS
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Digital Performance on a Global Scale.
LOCATION EXTENSIONS
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Digital Performance on a Global Scale.
CLICK TO CALL
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Digital Performance on a Global Scale.
SITELINKS
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Digital Performance on a Global Scale.
SOCIAL EXTENSIONS
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Digital Performance on a Global Scale.
CLICK TO DOWNLOAD
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IPROSPECT
Where’s My Ad?
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Digital Performance on a Global Scale.
WHERE’S MY AD
• Is the exact term in the account?
• Is the search term relevant?
• Is there sufficient budget?
• Have you checked page 2?
• Did you see the ad earlier today?
• Where are you targeting?
• What does the latest Impression Share report tell you?
Copyright © 2011, iProspect, Inc. All rights reserved.
Remember – Every auction
is unique!
Remember – Every auction
is unique!
IPROSPECT
Remember…
Copyright © 2012, iProspect, Inc. All rights reserved.
Digital Performance on a Global Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.
Digital Performance on a Global Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.
Thank You