Introduction to Pay Per Click

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1 Introduction to Pay Per Click

2 What is Pay-Per-Click Advertising?

3 The advertising model which charges by the click as opposed to previous models which charged by CPM Most commonly known for being text ads on search engines which traditionally sit at the top above the natural search results as shown below

4 Why it works? Google describe the moment of an ad appearing exactly at the time when someone is looking for that particular item/service as The magic moment

5 Basic Account Structure and Set Up

6 Campaign e.g. Seasonal Campaign Brand AdGroup Valentines AdGroup Christmas AdGroup Easter Adgroup URL Adgroup Misspells Adgroup Pure brand Keywords Keywords Keywords Keywords Keywords Keywords Ads Ads Ads Ads Ads Ads

7 Effective Methods of Keyword Research

8 When logged into Google AdWords the most effective tool for Keyword research is the Keyword tool Map out your campaigns in accordance to your site layout Always build a brand campaign this will ensure coverage on your strongest element online, a method to track impressions, test offers effectively

9 Add common denominators to your keywords such as buy, cheap, online Always factor in a test budget for new keywords and test new keywords on a monthly basis, search behaviour is always evolving and the only way to identify new trends is to be present for in the search results Use the search query reports AdWords to identify new keywords that you have yet to bid on

10 Important campaign settings

11 Basic Important campaign setting checklist: Country targeting Search network OR Display Network (Never both as will dilute results) Mobile bid adjustment (Only use if you know your mobile traffic converts better/worse) Enhanced CPC (this is for bid optimisation more effective to use third party or manual)

12 Exact and phrase matching (dependent on time constraints) Budget Set at a daily level Start and end dates Ad rotation For new campaigns always show ads evenly Ad schedule If you know what time of day converts better

13 Important Metrics

14 There is a wealth of metrics you can inspect in AdWords, the most important top-line metrics with explanations to each are: - Impressions: The number of time your ad was shown in the search results - Clicks: The number of clicks generated by that keyword - CTR% (click-through rate): a percentage of clicks/impressions - Quality Score: A measurement out of 10 based on the quality of a keyword which is measured against many factors (relevance, ad quality, landing page, avg. position to name a few)

15 - Average CPC: The average cost of a click for that keyword - Average Pos: The average position in the keyword position - Maximum bid: The most you are prepared to pay for a click on that keyword - Conversions: The amount of sales triggered by that keyword - Conversion. Rate: a percentage of conversion/clicks - Imp. Share: The amount of impressions you have gained through bidding on the keyword

16 Reporting Metrics

17 Now you have a fully functioning basic PPC account the next step is to provide insightful reports to fully assess the success of your account and to identify optimisation opportunities. One rule: Always track, measure and improve!

18 Here are some basic measurements to track and monitor

19 No. of conversions This is basically the number of sales achieved from a keyword/adgroup/campaign Cost per conversion (CPA) The average cost accumulated to acquire a sale for that keyword/adgroup/campaign ROI Return of investment calculated by (gain from investment - cost of investment) / cost of investment Conv. Rate the higher the conversion rate the better the keyword performance KPI Key performance indicators which are pre-defined to go live. Two example KPI s could be a CPA of under 50 and over 100 conversions a month

20 Always analyse on a top level first and work downwards to more granular analysis such as: Analysis Analysis Analysis Keyword review Copy review Settings review Day parting with uplift bidding as examples

21 You re all ready to get started! We re here if you need any more advice

MONTHLY REPORT PERFORMANCE RECAP LAST MONTH TWO MONTHS AGO CONVERSIONS CLICKS. Account: zenclick Period: February 1-29, 2012

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