Pay Per Click workbook. Sub-title here

Size: px
Start display at page:

Download "Pay Per Click workbook. Sub-title here"

Transcription

1 Pay Per Click workbook Sub-title here

2 Pay Per Click workbook This workbook has been written by James Pennington of the National B2B Centre to guide the business user through the intricacies of creating and implementing successful Pay Per Click campaigns. What is Pay Per Click? Pay Per Click (PPC) advertising is anywhere the advertiser (typically the website owner) is charged for traffic generated through the clicking of an advert. This advert can appear within search results or on another website. PPC typically falls within two categories: SEARCH networks adverts that appear within a set of search results shown in figure 1 DISPLAY networks adverts that appear on a website that registers with a search engine to display relevant ads that can generate income for the site. shown in figure 2 Figure 1 SEARCH network adverts

3 Figure 2 DISPLAY network To make effective use of PPC Advertising it should form part of the overall Digital Marketing Strategy. A good and effective Digital Marketing Strategy should encompass all available channels for reaching your current customers and future customers. A Digital marketing Strategy should encompass the following key areas: Search Engine Optimisation Social Media Display Advertising Marketing Affiliate Marketing PPC GOALS What are you expecting A key part of any marketing activity is defining the objectives of the activity. As with Search Optimisation, Analytics tracking, Marketing and all other channels, this should always be the starting point of an activity. With PPC it is more important as the traffic being generated to the website is being paid for and therefore ensuring you know what you expect is a very important part of creating successful PPC campaigns. There are many different objectives that can be achieved and this will be specific to your particular role and function within the organisation.

4 1: 2: 3: Setting a goal will assist with ensuring you are tracking the correct metrics to validate and measure effectiveness of the PPC activity. Using PPC for building a brand can be very expensive and too hard to measure. PPC Campaign: Objectives Exercise: State your reasons for wanting to start PPC advertising Exercise: Create objectives by which the success of your PPC advertising will be measured Quality score Quality score is a measure across multiple areas of the AdWords account that have a direct influence on the cost per click for a given campaign. When AdWords first appeared it was possible to gain top positions in the ad listings due to the amount of money willing to be bid. However this doesn t provide the user with useful results and lowers the effectiveness of a paid campaign. This has resulted in the quality score measure being put in place by Google.

5 What is quality score? Quality score ensures that relevant ads are displayed for search queries. The higher the quality scores for a chosen keyword the higher the ad will display in the search listings. Google go further to explain quality score by adding: Having a high Quality Score means that our systems think your ad, keyword and landing page are all relevant and useful to someone looking at your ad. This measure can result in the following results: Ads with high bids do not position Ads with low bids position higher than competitors ads How does Google calculate quality score To calculate this Quality Score, we look at a number of different things related to your account. By improving the following factors, you can help improve your Quality Score: Your keyword's expected click-through rate (CTR): Your account history: The quality of your landing page: Your keyword/ad relevance: Your keyword/search relevance: Geographic performance: How Quality Score affects you Quality Score is used in several different ways, and can affect the following things in your account: Higher Quality Scores make it easier and cheaper for a keyword to enter the ad auction. Your keyword's actual cost-per-click (CPC): Your keyword's first page bid estimate: Your keyword's top of page bid estimate: Ad position: Higher Quality Scores lead to higher ad positions. Eligibility for ad extensions and other ad formats: Relevant ads tend to earn more clicks, appear in a higher position and bring you the most success.

6 Exercise: Who ranks highest? There are 3 different advertisers with different adverts. Work out the Ad rank to see who would rank the highest. AD Rank = Bid Price x Quality Score Advertiser Ad Rank Ad Position Ad A QS: 7, Bid: 10: Ad B QS: 9, Bid: 8: Ad C QS: 5 Bid: 13: It is believed that the following factors influence quality score to varying degrees: Landing Page The landing page of the advert is believed to exhibit a 20% weighting within the quality score calculation. Landing Pages are referred to as the page the user accesses as a result of clicking the advert in the search listings. Google is looking at the relevancy and the user experience of the page to determine how effective it will be to the user. Relevancy This factor is deemed to provide a 20 % weighing to the Quality score. Relevancy of the search query, keywords chosen to display the ad, copy of the advert in regards to the keyword and also linkages across to the landing page are all important in ensuring relevancy to the user. CTR Click Through Rate Probably the most important part of the quality score algorithm. This is thought to provide 60% of the weighting within the metric. PPC Campaign: Getting Found

7 Identifying keywords The easiest way to locate keywords is to brainstorm an idea. This enables you to look at wider aspects of the topic that may provide a more niche focused campaign. Locating keywords can be carried out by using a wide range of tools such as: Google trends Google Keyword Planner AdWords tools Alexi Google suggestions Google Webmasters Tool Types of keyword Head Keywords: These are typically single-word keywords with insane amounts of search volume and competition (for example, insurance or vitamins ). Because searcher intent is all over the place (someone searching for insurance might be looking for a car insurance quote, a list of life insurance companies or a definition of the word), Head Terms usually don t convert very well. Body Keywords: Body keywords are 2-3 word phrases that get decent search volume (at least 2,000 searches per month), but are more specific than Head Keywords. Keywords like life insurance or order vitamins online are examples of Body Keywords. These almost always have lower competition than Head Terms, but can still be very competitive. Long Tail Keywords: Long tail keywords are usually 4+ word phrases that are usually very specific. Phrases like affordable life insurance for senior citizens and order vitamin D capsules online are examples of long tail keywords. Even though they don t get a lot of search volume individually when added together long tails make up the majority of searches online.

8 Exercise: Create a list of keywords that describe this product

9 Exercise: Repeat the exercise for one of your products make use of size, type, brand alternatives to identify keyword phrases and patterns. This will assist in providing a clear structure and naming convention for your ads when creating your PPC campaigns. Keyword match types AdWords makes use of 5 different types of keyword match. Keyword match type refers to the level of match between your chosen keywords and the particular search query. Choosing the wrong match types when starting out with AdWords can result in; Underperforming campaigns Low quality score of keywords / account etc High costs low yield Inappropriate traffic Exact Match With exact match, your ads can appear only when someone searches for your exact keyword, without any other terms in the search. To use an exact match keyword, simply surround the entire keyword with square brackets. [women s hats] Phrase Match With phrase match, your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it.

10 Using phrase match can help you reach more customers, while still giving you more precise targeting. To use a phrase match keyword, simply surround the entire keyword with quotation marks. Broad match This is the default matching option. With broad match, your ad may show if a search term contains your keyword terms in any order, and possibly along with other terms. Your ads can also show for close variations of your keywords. Matching will include misspellings, synonyms, related searches and other relevant variations You can use it with negative keywords to avoid highly irrelevant traffic. Broad +Match You can add a modifier, the plus sign on your keyboard (+), to any of the terms that are part of your broad match keyword phrase. By adding a modifier, your ads can only show when someone's search contains those modified terms, or close variations of the modified terms, in any order. The modifier won't work with phrase match or exact match keywords. Setting keyword match options AdWords enables you to identify how closely to match against the keywords. By default Google will match against; Plurals Mis-spellings Close variants This is controlled in the campaign settings area of the relevant campaign. Match types suggestions Google pays no attention to case / symbols used within your keywords. There is no need to provide capitalised keywords within a campaign. A well performing AdWords campaign will have the majority of spend being associated to Exact Match keywords. Exact Match keywords are easier to write focused ads for. Splitting your campaigns into very small ads that are highly targeted may be tempting to keep relevancy, however this can have a negative impact through low search volumes and overall quality score. Adding keywords and you re not sure, test it in a campaign. You ll be able to see impressions and review clicks. No clicks - no charge. Broad matching may be a great way to start. Finding new keywords can be easier that working out a variant of one already being used.

11 Exercise: Keyword match Phrase Broad Phrase [Exact] Keyword: Audi A5 Coupe Search Query: Buy Audi A5 Coupe Keyword: car insurance comparison Search Query: Car Insurance Comparison Website Keyword: Chinese restaurant supply Search Query: Chinese restaurant supply Keyword: iphone 5 USB lead Search Query: lead to connect iphone to my computer Keyword: Car Search Query: Vauxhall Vans Keyword: Free Chinese Food Search Query: Chinese Food Keyword: Organic Spinach Noodle Search Query: Brew Organic Beer

12 Using negative keywords to provide relevance Negative keywords can be used to ensure the user has richer experience by showing more relevant ads. If we expand on the example of televisions a search for a specific size / brand should provide an advert that relates directly to the search query, reducing and pushing the user to a specific set of products within the website. Making use of negative keywords can significantly reduce spend and unwanted traffic to a website using paid advertising. Exercise: Identify negative keywords phrases for the following products. windows suits Campaign Types

13 Google provide a range of campaign types that have different features. There are currently 4 different options for creating new campaigns within AdWords. Search network and display network Search network only Display network only Shopping When creating ad campaigns it is advisable to create separate campaigns for each specific area. This helps with separation of the campaigns across the various areas. Each Campaign Type allows for additional features to be selected. To remove any issues in the future with campaign types it is recommended that you choose ALL FEATURES at this stage. When creating Campaigns and Ad groups make sure you have a sensible naming convention to enable you to easily recognise the various campaigns. Structuring Campaigns The first step to successful AdWords is to know what you want to achieve. How are your products / services structured within the website? Do you want to create targeted location adverts? Do you want to mix the types of campaigns operated? Make sure you have a clear naming mechanism that ensures you can easily identify the ads later on. Ad Groups An Ad group contains the various adverts and also the keywords used to display the particular ads. There is no limit to the number of ad groups you can create, however bear in mind lowering the quality score due to underperforming ads, search volumes due to widening the reach too far. Look at ad groups that are relevant to the keywords bringing people to the website how do they split out. Structuring a Campaign

14 When creating the campaign there are a range of features that you should pay attention to in regards to configuration. All Ads need to be tracked for analytics and this is an account setting with Adwords. Typically the tick box is not selected by default and needs to be enabled. Geographic targeting of ads is done at the campaign level so it you are wishing to target ads for different regions of the UK / countries of the world they will need to be setup as separate Campaigns. Selecting a language option does not mean Ads are automatically translated you will need to provide a properly translated version of the advert that displays. Think about the user experience with this tactic as the landing page should also be translated. Set a sensible budget for your daily spend. Creating a Text AD Text based Ads are constructed using the Ad interface. They consist of 3 key lines: AD Title: Description Lines: Display URL: blue link in the search listings 25 Characters in Length 2 lines of description 35 characters in length appears in green 35 characters in length You should always create more than 1 advert per ad group this enables you to test AD copy. Creating a Good ad There are many ways to create good ads. Some standard points to consider when creating the Ad copy are: Relevancy Google will bold keywords that appear within your advert. FBA remember Feature, Benefit, Action. Promote Offers through the copy. Symbols are valid inputs - / % / Think about what the user is looking for Make use of all the spaces Ensure it makes sense Grammar is important along with spelling Remember a top listed ad will be longer If writing to position 1 / 2 / 3 include a.

15 ad Rules Google has a number of rules to follow when creating an advert, if these are not met then they will disallow your ads until corrected. Excessive use of CAPITAL LETTERS Claims that cannot be verified Cheapest in the UK No trademarked terms No text speak they expect full words Excessive punctuation one exclamation mark per ad click here is not permitted Misleading offers that do not exist on the website No phone numbers within the ad Tips for Creating an ad Do Some Competitive Research Take a high-end shoe designer like Christian Louboutin. The typical competitors are other super highend, luxury shoe retailers like Stuart Weitzman or Manolo Blahnik. For a print advertising campaign, Louboutin is probably focused on creating ads to compete with these companies. With PPC, however, they may actually find that they are up against discount sites that sell luxury shoes, department stores and even design-your-own shoe sites like shoesofprey.com. Google your top five most visible keywords (based on number of impressions). Since these words are getting the most impressions, they will give you some insight as to who your true competition is.

16 Action: Create an AD for your Campaign Headline (max 25 characters): Description line 1 (max 35 characters): Description line 2 (max 35 characters): Display URL (max 35 characters): www. Destination URL (max 1024 characters): www.

17 Action: Review the landing page Landing page is: www. Rate your landing page: No Yes Does this page provide useful and accurate information about the product or service in your ad? Is this page relevant to your keywords and ad text? Can users easily find what the ad promises? Does the page honour the deals and offers promoted in the ad? Does the page deliver the goods and services as promised? Does the page share information about your business? Is the page focused on driving your PPC objectives? Does the page present a strong call to action? Are other distractions kept to a minimum? Score (out of 90)

18 Tips: focus, focus, focus relevant content call to action PPC Campaign: Conversion Action: Improving the landing page I have rated my current landing page with the following score: To improve the landing page I will consider the following:

19 PPC Campaign: Launch Campaign Action: Set up your PPC advert PPC advertising service provider: Location & Language Write your ad Choose keywords Budget & currency

20 Product Listing Ads If you sell product then PLAs are worth looking at. PLAs display in general search results providing both an image and price for the product. They are driven through advertising and differ from Text based Ads in that they are driven based on the following factors: Title of product Description of Product Negative Keywords PLAs are not triggered through the use of keywords Google will analyse the product feed sent across to Merchant Centre and match products based on the users search query and display relevant product ads. Merchant Centre feeds are structured from your ecommerce solution and contain specified fields that allow PLAs to be targeted. Google is changing this area consistently as they are keen to ensure the user experience is maximized. The product feed can now contain user defined variables as well as items covering brand names. Tips for PLA Adverts Group your adverts into structured product groups. Top-Sellers Group your best-performing products in one ad group. This way you can dedicate more attention to the products that need an aggressive strategy most. Bid high on this ad group. Some Brand You should do some research and see if customers are searching for particular brands that you carry. If you find that there are a few brands that convert better than others, give them their own ad group and implement a more aggressive bid strategy for these so they get more exposure. Product Types This is the same deal with the brand-level ad groups. If you find that as an apparel retailer, your shorts are converting much better than any other category, you ll want to segment these and bid higher so the group as a whole gets more exposure.

21 Seasonal Products Link into seasonal events, and so if you carry related items in your inventory, you ll of course want to give all of these relevant, seasonal products more exposure this time of year. All Products This is the catch-all ad group of all your products where the remainder of your products not categorized in more segmented ad groups will be accounted for. This Workbook was written for Optimising Business Broadband for Shropshire and Staffordshire by James Pennington of the National B2B Centre. You can find others on related subjects at For more information on this programme visit You can contact the programme for help on or

A SIMPLE GUIDE TO PAID SEARCH (PPC)

A SIMPLE GUIDE TO PAID SEARCH (PPC) A SIMPLE GUIDE TO PAID SEARCH (PPC) A jargon-busting introduction to how paid search can help you to achieve your business goals ebook 1 Contents 1 // What is paid search? 03 2 // Business goals 05 3 //

More information

PPC Keyword Match Types. White Paper. DaBrian Marketing Group, LLC

PPC Keyword Match Types. White Paper. DaBrian Marketing Group, LLC PPC Keyword Match Types White Paper DaBrian Marketing 10/21/2013 2 PPC Keyword Match Types - White Paper Pay per Click (PPC) advertising can be one of the most efficient and effective forms of Internet

More information

Google Adwords and Your Nonprofit. Adam Chipman, Marketing Specialist, Allegiance Health

Google Adwords and Your Nonprofit. Adam Chipman, Marketing Specialist, Allegiance Health Google Adwords and Your Nonprofit Adam Chipman, Marketing Specialist, Allegiance Health Agenda Overview of Google Adwords In depth look at the benefits of Google Adwords How to optimize a Google Adwords

More information

Pay Per Click Marketing Specialists

Pay Per Click Marketing Specialists Pay Per Click Marketing Specialists INTRODUCTION Welcome to Ocatio s Pay Per Click overview! We have produced this brochure in the hope that it will show you how Ocatio operates once we have taken over

More information

Top Tips for Running An Effective PPC Campaign. British Business Show : Google Workshops

Top Tips for Running An Effective PPC Campaign. British Business Show : Google Workshops Top Tips for Running An Effective PPC Campaign British Business Show : Google Workshops INTRODUCTION Hello Top 10 tips to help your PPC campaigns Focus on Google Adwords Questions? 1: KEYWORD RESEARCH

More information

GUIDE TO GOOGLE ADWORDS

GUIDE TO GOOGLE ADWORDS GUIDE TO GOOGLE ADWORDS How to use Google Adwords to drive relevant traffic to your website 2 April 2012 Version 1.0 Contents Contents 2 Introduction 4 Skill Level 4 Terminology 4 Video Tutorials 5 What

More information

8 Simple Things You Might Be Overlooking In Your AdWords Account. A WordStream Guide

8 Simple Things You Might Be Overlooking In Your AdWords Account. A WordStream Guide 8 Simple Things You Might Be Overlooking In Your AdWords Account A WordStream Guide 8 Simple Things You Might Be Overlooking In Your AdWords Account AdWords makes it incredibly easy to set up and run a

More information

Audra King Digital Marketing Consultant

Audra King Digital Marketing Consultant Audra King Digital Marketing Consultant Google Adwords Stats Insurance Is the most expensive AdWords keyword. It costs, on average, $54.91 Per click If there is no right-hand column, 45.5% of people can

More information

Advertising your business on google

Advertising your business on google Advertising your business on google In Today s Session We discuss: Advertising on google finding keywords Writing great ads Going beyond search An introduction to advertising on Google and how it can benefit

More information

What is PPC? PPC stands for Pay-Per-Click.

What is PPC? PPC stands for Pay-Per-Click. What is PPC? PPC stands for Pay-Per-Click. When you market your website with a Pay-Per-Click campaign, your website is prominently displayed on the search engine results pages to customers who are looking

More information

DIGITAL MARKETING BASICS: PPC

DIGITAL MARKETING BASICS: PPC DIGITAL MARKETING BASICS: PPC Search Engine Marketing (SEM) is an umbrella term referring to all activities that generate visibility in search engine result pages (SERPs) through the use of paid placement,

More information

Getting Started in Google AdWords for SMBs

Getting Started in Google AdWords for SMBs Getting Started in Google AdWords for SMBs Introduction Hey there, thanks for downloading Portent s free Getting Started in Google AdWords for SMBs e-book. We re going to cover the basics of pay-per-click

More information

Pay Per Click Advertising

Pay Per Click Advertising Looking for instant traffic? Interested in targeting your potential customers with online ads set to only appear at a certain time for a specific geographic location? Get instant traffic online with a

More information

THE 20-MINUTE PPC WORK WEEK MAKING THE MOST OF YOUR PPC ACCOUNT IN MINIMAL TIME

THE 20-MINUTE PPC WORK WEEK MAKING THE MOST OF YOUR PPC ACCOUNT IN MINIMAL TIME THE 20-MINUTE PPC WORK WEEK MAKING THE MOST OF YOUR PPC ACCOUNT IN MINIMAL TIME THE 20-MINUTE PPC WORK WEEK MAKING THE MOST OF YOUR PPC ACCOUNT IN MINIMAL TIME If you look at the pay-per-click (PPC) marketing

More information

Owning the Google Results Page...

Owning the Google Results Page... Owning the Google Results Page............................................................................................. 1 Owning the Google Results Page.............................................................................................

More information

PPC - Pay Per Click. What it is and how to build a successful campaign. A Publication of Digital Marketing Experts theeword

PPC - Pay Per Click. What it is and how to build a successful campaign. A Publication of Digital Marketing Experts theeword PPC - Pay Per Click What it is and how to build a successful campaign A Publication of Digital Marketing Experts theeword Introduction This guide provides a brief introduction to PPC, helping businesses

More information

ROI-Based Campaign Management: Optimization Beyond Bidding

ROI-Based Campaign Management: Optimization Beyond Bidding ROI-Based Campaign Management: Optimization Beyond Bidding White Paper October 2009 www.marinsoftware.com Executive Summary The major search engines get paid only when an ad is clicked. Their revenue is

More information

Pay-Per-Click: Maximizing impact with minimum words.

Pay-Per-Click: Maximizing impact with minimum words. Super Web Solutions - a one-stop-shop Super Web Solutions - a one-stop-shop for all your web design, development, marketing, hosting and business consulting needs. We offer all the essential tools to guarantee

More information

Best Practices for E-Retailers: Driving ROI with Google Product Extension and Listing Ads

Best Practices for E-Retailers: Driving ROI with Google Product Extension and Listing Ads Best Practices for E-Retailers: Driving ROI with Google Product Extension and Listing Ads May 2012 Best Practices for E-Retailers: Driving ROI with Google Product Extension and Listing Ads Introduction

More information

How to Use Google AdWords

How to Use Google AdWords Web News Apps Videos Images More Search Tools How to Use Google AdWords A Beginner s Guide to PPC Advertising How to Use Google AdWords offers.hubspot.com/google-adwords-ppc Learn how to use Google AdWords

More information

DIGITAL MARKETING SERVICES

DIGITAL MARKETING SERVICES DIGITAL MARKETING SERVICES We take a custom approach to digital marketing. Unlike high-volume agencies we recognize that every client (and every project) is different. Rather than attempt to fit your project

More information

Seven Stages of Pay Per Click Management

Seven Stages of Pay Per Click Management Seven Stages of Pay Per Click Management Optimising the performance of your PPC Campaign PPC Management Pay per click management is increasing complex. And pay per click market categories are increasingly

More information

Basic Google AdWords Instructors: Alice Kassinger

Basic Google AdWords Instructors: Alice Kassinger Basic Google AdWords Instructors: Alice Kassinger Class Objectives: Learn how Google AdWords can help with your marketing and branding goals Discuss AdWords account structures Create an Adwords Account,

More information

The ABCs of AdWords. The 49 PPC Terms You Need to Know to Be Successful. A publication of WordStream & Hanapin Marketing

The ABCs of AdWords. The 49 PPC Terms You Need to Know to Be Successful. A publication of WordStream & Hanapin Marketing The ABCs of AdWords The 49 PPC Terms You Need to Know to Be Successful A publication of WordStream & Hanapin Marketing The ABCs of AdWords The 49 PPC Terms You Need to Know to Be Successful Many individuals

More information

Google AdWords Handbook. for tour & activity companies

Google AdWords Handbook. for tour & activity companies Google AdWords Handbook for tour & activity companies 2 Contents Checklist for Launching AdWords Introduction What is Google AdWords? How can AdWords help my tour & activity company? Difference between

More information

Chapter 1: Learning the basics of a Google AdWords Campaign

Chapter 1: Learning the basics of a Google AdWords Campaign HOWT OS ETUP GOOGL EADWORDS F ORYOURBARORREST AURANT Chapter 1: Learning the basics of a Google AdWords Campaign First, Create a Killer Keyword List Before you even jump into the AdWords interface, you

More information

Understanding and Improving AdWords Quality Score. Larry Kim, Founder, CTO Will Eisner, VP, Product July 21, 2011

Understanding and Improving AdWords Quality Score. Larry Kim, Founder, CTO Will Eisner, VP, Product July 21, 2011 Understanding and Improving AdWords Quality Score Larry Kim, Founder, CTO Will Eisner, VP, Product July 21, 2011 Performance Media Platform for online marketers to buy, track, manage, optimize and report

More information

DIGITAL MARKETING SERVICES

DIGITAL MARKETING SERVICES DIGITAL MARKETING SERVICES We take a custom approach to digital marketing. Unlike high-volume agencies we recognize that every client (and every project) is different. Rather than attempt to fit your project

More information

Introducing Bing Shopping Campaigns beta

Introducing Bing Shopping Campaigns beta Introducing Bing Shopping Campaigns beta Bing Shopping Campaigns beta // available by invite only Launches in the US this summer. Most consumers shop and buy online 90% 83% of US consumers browsed, researched

More information

Introduction to Pay Per Click

Introduction to Pay Per Click Introduction to Pay Per Click What is Pay-Per-Click Advertising? The advertising model which charges by the click as opposed to previous models which charged by CPM Most commonly known for being text ads

More information

HOW TO AMPLIFY YOUR PAY-PER- CLICK ROI

HOW TO AMPLIFY YOUR PAY-PER- CLICK ROI HOW TO AMPLIFY YOUR PAY-PER- CLICK ROI INTERMEDIATE We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 Question of

More information

Presents. AdWords Optimization. Simon Leung www.simonleung.com

Presents. AdWords Optimization. Simon Leung www.simonleung.com Presents AdWords Optimization Training Simon Leung www.simonleung.com Disclaimer. 2006 I5gold.com Mike Filsaime, Paulie Sabol, Donna Fox, and Tom Beal Copyright Notice All rights reserved.. No part of

More information

What is PPC? Did you know that PPC is the fastest way to drive instant traffic to your website? What can your website do without traffic?

What is PPC? Did you know that PPC is the fastest way to drive instant traffic to your website? What can your website do without traffic? Looking for instant traffic? Interested in targeting your potential customers with online ads set to only appear at a certain time for a specific geographic location? Get instant traffic online with a

More information

Search Engine Marketing (SEM) with Google Adwords

Search Engine Marketing (SEM) with Google Adwords Search Engine Marketing (SEM) with Google Adwords Account Setup A thorough account setup will ensure that your search engine marketing efforts are on a solid framework. This ensures the campaigns, ad groups

More information

How to pay less for your pay per click leads or sales. by Ann Stanley MD Anicca Digital Solutions

How to pay less for your pay per click leads or sales. by Ann Stanley MD Anicca Digital Solutions How to pay less for your pay per click leads or sales by Ann Stanley MD Anicca Digital Solutions Opportunities to save money on your pay per click leads or sales More relevant clicks for your budget

More information

Simple Tricks To Optimize Your Adwords Campaign and Increase ROI June 29, 2011

Simple Tricks To Optimize Your Adwords Campaign and Increase ROI June 29, 2011 Simple Tricks To Optimize Your Adwords Campaign and Increase ROI June 29, 2011 Contact LiveRez If you would like to learn more about LiveRez s professional services including: Adwords Management SEO Management

More information

Google AdWords: A Primer on Higher Education Digital Advertising

Google AdWords: A Primer on Higher Education Digital Advertising Google AdWords: A Primer on Higher Education Digital Advertising Hayley Supple Paid Media Specialist at Converge Consulting In higher education, your website is your storefront. Your goal is to get qualified

More information

Managing Your Google AdWords Account A Step-By-Step Guide Courtesy of WWW.eMBgroup.co.uk

Managing Your Google AdWords Account A Step-By-Step Guide Courtesy of WWW.eMBgroup.co.uk Managing Your Google AdWords Account A Step-By-Step Guide Courtesy of WWW.eMBgroup.co.uk Welcome to Google AdWords coutesy of embgroup This guide provides an overview of the AdWords Control Centre, the

More information

Quality Over Quantity: Understanding consumer behaviour to maximise your ROI in a competitive market Mike Rogers Managing Director www.optimize.co.

Quality Over Quantity: Understanding consumer behaviour to maximise your ROI in a competitive market Mike Rogers Managing Director www.optimize.co. Quality Over Quantity: Understanding consumer behaviour to maximise your ROI in a competitive market Mike Rogers Managing Director www.optimize.co.uk Quality over Quantity look at how a quality-driven

More information

7 Tips for Google AdWords Optimisation. By Ferdie Bester

7 Tips for Google AdWords Optimisation. By Ferdie Bester 7 Tips for Google AdWords Optimisation By Ferdie Bester 1. Set a single clear objective for your AdWords campaign With any marketing campaign you need to set an objective before your start. The same holds

More information

TABLE OF CONTENTS. Introduction

TABLE OF CONTENTS. Introduction TABLE OF CONTENTS Introduction Intro to PPC Features Integration of PPC, SEO, and Social Media Networks Search Display Network Quality Score Conversion Tracking My Client Center (MCC) & AdWords Account

More information

Google AdWords. Pay Per Click Advertising

Google AdWords. Pay Per Click Advertising Pay Per Click Advertising Definition: is a PPC (Pay Per Click) advertising solution How it works: - The ad should go straight to the landing Page with the relevant offer. Google check all offers are legitimate

More information

ADWORDS CONTINUED: CREATING MORE AD GROUPS

ADWORDS CONTINUED: CREATING MORE AD GROUPS ADWORDS CONTINUED: CREATING MORE AD GROUPS AND SPLIT TESTING ADS Today you are going to go a step further into AdWords on how to add more ad groups with the same strategy that you used yesterday, i.e.

More information

Online Marketing Briefing: Google Instant

Online Marketing Briefing: Google Instant Online Marketing Briefing: Google Instant Instant Search is a major new development from Google and there have been a number of scare stories online about the effects this may have on the various aspects

More information

PAID SEARCH OPTIMISATION

PAID SEARCH OPTIMISATION PAID SEARCH OPTIMISATION Boosting the performance of your paid search campaigns ebook 1 Contents 1 // Introduction 03 2 // Fine-Tuning Your Paid Search Campaign 04 3 // The Optimisation Mix 05 4 // The

More information

Making Pay Per Click Work for You

Making Pay Per Click Work for You Making Pay Per Click Work for You Kherrin Wade Digital Media Account Director @digikherrin do digital better what is PPC? where to start? best PPC strategies the world of PPC new(er) features what is ppc?

More information

Getting Started with PPC

Getting Started with PPC Getting Started with PPC Fast! By the Portent PPC Team Legal, Notes and Other Stuff Who is this book for? This ebook was written by the PPC team at Portent, Inc. for all that want to get a quick start

More information

Understand how PPC can help you achieve your marketing objectives at every stage of the sales funnel.

Understand how PPC can help you achieve your marketing objectives at every stage of the sales funnel. 1 Understand how PPC can help you achieve your marketing objectives at every stage of the sales funnel. 2 WHO IS THIS GUIDE FOR? This guide is written for marketers who want to get more from their digital

More information

Moving to Google AdWords A Hands-On Guide for Premium Advertisers

Moving to Google AdWords A Hands-On Guide for Premium Advertisers Moving to Google AdWords A Hands-On Guide for Premium Advertisers After just five years in business, we re gratified to have become the search engine people prefer. But that doesn t mean mission accomplished.

More information

How to Create a Campaign in AdWords Editor

How to Create a Campaign in AdWords Editor How to Create a Campaign in AdWords Editor Using AdWords Editor instead of the online interface for Google Adwords will speed up everything in your online business. AdWords Editor gives you the upper hand

More information

Studying the international way. in Practice. Professor (FH) Mag. Christian Maurer. IOETI Conference, El Gouna, Dec 2009

Studying the international way. in Practice. Professor (FH) Mag. Christian Maurer. IOETI Conference, El Gouna, Dec 2009 Studying the international way SearchEngine Marketing in Practice Professor (FH) IOETI Conference, El Gouna, Dec 2009 Agenda SEM as part of the marketing mix How does SEM work Setting the goals Website

More information

Essential Guide Cross Border Trade. Cross Border Trade. The Essential Guide. www.nmplondon.com

Essential Guide Cross Border Trade. Cross Border Trade. The Essential Guide. www.nmplondon.com 0 The Essential Guide 2015 2015 Net Net Media Media Planet Planet Ltd. Ltd. All Rights All Rights Reserved. 1 Executive Summary For UK businesses with strong brands and high export potential, expanding

More information

The 20-Minute PPC Work Week. Making the Most of Your PPC Account in Minimal Time. A WordStream Guide

The 20-Minute PPC Work Week. Making the Most of Your PPC Account in Minimal Time. A WordStream Guide The 20-Minute PPC Work Week Making the Most of Your PPC Account in Minimal Time A WordStream Guide The 20-Minute PPC Work Week WordStream Customer Success Making the Most of Your PPC Account in Minimal

More information

Quick check on your Adwords optimization (Basic)

Quick check on your Adwords optimization (Basic) Written by Aji Issac when he was heading DA web warkting team Quick check on your Adwords optimization (Basic) Introducing you to some of the important sections of adwords. I am expecting a lot of queries

More information

Google AdWords: A Tool for Effective Internet Marketing

Google AdWords: A Tool for Effective Internet Marketing 72 Google AdWords: A Tool for Effective Internet Marketing KP Singh 1 Avinash Kumar Maurya 2 Abstract Google is made AdWords a tool for marketing products and items on Internet. This is a very important

More information

Google Adwords Checklist

Google Adwords Checklist Google Adwords Checklist Is your business getting the most out of Google Adwords? Go through our checklist to find out where you could improve your Google Ads. Campaigns Ensure you have enabled conversion

More information

Best Practices for PPC on Google AdWords

Best Practices for PPC on Google AdWords Best Practices for PPC on Google AdWords Your digital advertising efforts require extensive knowledge about how to handle paid search campaigns on Google AdWords and other similar networks. When you aren

More information

SEO Basics for Starters

SEO Basics for Starters SEO Basics for Starters Contents What is Search Engine Optimisation?...3 Why is Search Engine Optimisation important?... 4 How Search Engines Work...6 Google... 7 SEO - What Determines Your Ranking?...

More information

Digital Marketing, How To Guide for American Express Merchants

Digital Marketing, How To Guide for American Express Merchants Digital Marketing, How To Guide for American Express Merchants americanexpress.com.au/merchant How to promote yourself online and successfully grow your business in the digital world 1 Contents 1. Introduction

More information

SEARCH ENGINE MARKETING 101. A Beginners Guide to Search Engine Marketing

SEARCH ENGINE MARKETING 101. A Beginners Guide to Search Engine Marketing SEARCH ENGINE MARKETING 101 A Beginners Guide to Search Engine Marketing June 2015 What is Search Engine Marketing? You ve heard the word before or simply the term SEM. Your co-workers mention it. You

More information

Beginner s Guide to PPCs. Marketing Automation. Beginner s Guide to. PPCs

Beginner s Guide to PPCs. Marketing Automation. Beginner s Guide to. PPCs Marketing Automation Beginner s Guide to PPCs 2014 2014 Callidus Callidus Software Software Inc. Inc. All Rights All Rights Reserved. Table of Contents Introduction Different Types of PPCs Plan out the

More information

DISCOVER NEW BUSINESS WITH PAID SEARCH.

DISCOVER NEW BUSINESS WITH PAID SEARCH. DISCOVER NEW BUSINESS WITH PAID SEARCH. Paid Search marketing can put your dealership s website at the top of search engine rankings. Search is the # 1 resource used by today s digital driver. 2 Consumers

More information

Social Media, How To Guide for American Express Merchants

Social Media, How To Guide for American Express Merchants Social Media, How To Guide for American Express Merchants americanexpress.com.au/merchant How to use Social Media successfully for small independent businesses 1 Contents Introduction - Page 3 1. What

More information

Here are our Pay per Click Advertising Packages:

Here are our Pay per Click Advertising Packages: Did you know that PPC is the fastest way to drive instant traffic to your website? What can your website do without traffic? Without traffic, you are losing time, opportunities and money to your competition.

More information

[Checklist] Audit Your Pay-Per-Click (PPC) Advertising

[Checklist] Audit Your Pay-Per-Click (PPC) Advertising [Checklist] Audit Your Pay-Per-Click (PPC) Advertising NOTE: Many tools and features referenced apply to Google AdWords only, as it provides the majority of analysis and optimization tools. Also, Google

More information

Are you trying to understand the complexities of MARKETING on the Internet?

Are you trying to understand the complexities of MARKETING on the Internet? Hi, Are you trying to understand the complexities of MARKETING on the Internet? At UpFrontbyDesign.com we re here to help you better understand these complexities, eliminate the fear of wasting money by

More information

How-To Guide: Online Advertising and Google AdWords. Content Provided by

How-To Guide: Online Advertising and Google AdWords. Content Provided by How-To Guide: Online Advertising and Google AdWords Content Provided by Agenda Trends in the Internet What is AdWords? What is an AdWords Ad? Effective Keywords Tips for Creating Good Ads The AdWords Account

More information

Google Adwords Fundamental Exam Questions & Answers. Score 90%

Google Adwords Fundamental Exam Questions & Answers. Score 90% Google Adwords Fundamental Exam Questions & Answers Use for revision and practice in preparation for Adwords Fundamental Exam Exam taken - March 2016 Score 90% Useful info - Tips on how to Pass 1. An advertiser

More information

Tracking Pay Per Click with CPV Lab www.cpvlab.com

Tracking Pay Per Click with CPV Lab www.cpvlab.com Tracking Pay Per Click with CPV Lab Tracking Pay Per Click with CPV Lab www.cpvlab.com Page 1 Tracking Pay Per Click with CPV Lab 1. First Go to Settings CPV Networks & Add CPV Network Source: Bing PPC

More information

Paid Search: What Marketers Should Focus on in 2014

Paid Search: What Marketers Should Focus on in 2014 [Type text] Paid Search: What Marketers Should Focus on in 2014 NETBOOSTER.COM Sergio Borzillo, Head of PPC (UK) Paid Search: What Marketers The 4 main areas to focus on for your Paid Search strategy in

More information

Case Study: How Generic Domain Names Impact a SEM Campaign

Case Study: How Generic Domain Names Impact a SEM Campaign Case Study: How Generic Domain Names Impact a SEM Campaign Karan Budhiraja 1 Executive Summary A challenge for online marketers is getting more clicks out of their pay-per-click search engine campaigns,

More information

Mark Pocock interviewing Google expert George Lane

Mark Pocock interviewing Google expert George Lane Mark Pocock interviewing Google expert George Lane If you want to know more about how to use Google Adwords, their Pay Per Click system, then I ve got a real treat for you this week. Let me introduce Google

More information

COMMERCIAL INTENT HOW TO FIND YOUR MOST VALUABLE KEYWORDS

COMMERCIAL INTENT HOW TO FIND YOUR MOST VALUABLE KEYWORDS COMMERCIAL INTENT HOW TO FIND YOUR MOST VALUABLE KEYWORDS COMMERCIAL INTENT HOW TO FIND YOUR MOST VALUABLE KEYWORDS High commercial intent keywords are like invitations from prospective customers. They

More information

Search Engine Optimisation Extras

Search Engine Optimisation Extras SEO Extras Search Engine Optimisation Extras In addition to our SEO Managed Services HotLizard also offer individual services to compliment an existing SEO strategy. Please see below some of these additional

More information

Search Engine Optimisation workbook

Search Engine Optimisation workbook Search Engine Optimisation workbook Sub-title here Search Engine Optimisation workbook SEO: Getting Started When referring to SEO the focus is on organic search results not paid for traffic from Google

More information

Google Month for Irish Tourism Businesses October 2014 Tips Toolkit

Google Month for Irish Tourism Businesses October 2014 Tips Toolkit Google Month for Irish Tourism Businesses October 2014 Tips Toolkit Page 1 of 5 Google Month: Tip 1 - Align your landing page with your advertisement It is important to align your landing page with your

More information

The 8 Key Metrics That Define Your AdWords Performance. A WordStream Guide

The 8 Key Metrics That Define Your AdWords Performance. A WordStream Guide The 8 Key Metrics That Define Your AdWords Performance A WordStream Guide The 8 Key Metrics That Define Your Adwords Performance WordStream Customer Success As anyone who has ever managed a Google AdWords

More information

GOING FROM GOOD TO GREAT TOP 5 WAYS TO OPTIMIZE YOUR PPC PERFORMANCE

GOING FROM GOOD TO GREAT TOP 5 WAYS TO OPTIMIZE YOUR PPC PERFORMANCE GOING FROM GOOD TO GREAT TOP 5 WAYS TO OPTIMIZE YOUR PPC PERFORMANCE GOING FROM GOOD TO GREAT TOP 5 WAYS TO OPTIMIZE YOUR PPC PERFORMANCE Call it an experiment: Late last year, we invited marketers to

More information

AdWords Fundamentals: Exam Study Guide

AdWords Fundamentals: Exam Study Guide AdWords Fundamentals: Exam Study Guide Introduction Welcome to the AdWords Fundamentals study guide! This study guide is for those who want to prepare for the AdWords Fundamentals exam. It provides information

More information

Google AdWords PPC Advertising

Google AdWords PPC Advertising Wordtracker Masterclass: Google AdWords PPC Advertising Step-by-step guide to profitable pay per click campaigns by Ian Howie Contents Why you need to read this book 7 Chapter 1: The Power of Pay Per Click

More information

Search Engine Optimization and Pay Per Click Building Your Online Success

Search Engine Optimization and Pay Per Click Building Your Online Success Search Engine Optimization and Pay Per Click Building Your Online Success Jennifer Shaheen The Technology & emarketing Therapist www.technologytherapy.com You Will Learn How consumers currently search

More information

Google AdWords Audit. Prepared for: [Client Name] By Jordan Consulting Group Ltd. www.jordanconsultinggroup.com

Google AdWords Audit. Prepared for: [Client Name] By Jordan Consulting Group Ltd. www.jordanconsultinggroup.com Audit Prepared for: [Client Name] By Jordan Consulting Group Ltd www.jordanconsultinggroup.com Table Of Contents AdWords ROI Statistics for 2013 3 AdWords ROI Statistics for 2013 (Continued) 4 Audit Findings

More information

5 STEP WEB-TO-LEAD CONVERSION

5 STEP WEB-TO-LEAD CONVERSION Marketing Expertise - Topic Two: What Contractors Need to Know About Online Lead Conversion 5 STEP WEB-TO-LEAD CONVERSION Learn what every home remodeling contractor should know about online lead generation.

More information

Adwords Optimization

Adwords Optimization VU University Amsterdam Faculty of Sciences De Boelelaan 1081 1081HV Amsterdam The Netherlands Research Paper Business Analytics Adwords Optimization Author: Esther Weusthof - 2056674 Supervisor: Prof.

More information

Restaurant Equipment Industry

Restaurant Equipment Industry Restaurant Equipment Industry 1 Problem The Client: This Restaurant Equipment Industry Company is a businessto-business supplier of top quality restaurant appliances and supplies. They are a prominent

More information

Are You Wasting PPC Budget?

Are You Wasting PPC Budget? Are You Wasting PPC Budget? THOMAS HAYNES. APR 2015. The Problem The average small business wastes 25% of their AdWords PPC budget Wo r d S t r e a m r e s e a r c h 2 0 1 3 How does this happen? Many

More information

Google and Yahoo Keyword Auctions. Ryan Gabbard

Google and Yahoo Keyword Auctions. Ryan Gabbard Google and Yahoo Keyword Auctions Ryan Gabbard 1 Outline Google Ads Overview Targeting Ads Content Network and Site-Targeting Ad Design Advice Tools Yahoo Auctions 2 Google Ads Overview Account Structures

More information

Marketing Analytics What needs to Be Measured

Marketing Analytics What needs to Be Measured Marketing Analytics What needs to Be Measured A Xander Marketing Guide T: 03302232770 E: hello@xandermarketing.com W: www.xandermarketing.com Marketing Analytics What Needs to Be Measured Introduction

More information

DIGITAL MARKETING. be seen. CHANNELADVISOR DIGITAL MARKETING ENABLES RETAILERS TO: And many more

DIGITAL MARKETING. be seen. CHANNELADVISOR DIGITAL MARKETING ENABLES RETAILERS TO: And many more DATA SHEET be seen. DIGITAL MARKETING With more and more digital marketing channels introduced each year, it can be hard to keep track of every place you re advertising let alone how each of your products

More information

AdWords Google AdWords Setup and Management

AdWords Google AdWords Setup and Management levelmarketing.co.uk 2 AdWords Google AdWords Setup and Management Level Marketing is a full service marketing agency that offers a full range of traditional and digital services. If you re reading this,

More information

WSI White Paper. Prepared by: Ron Adelman Search Marketing Expert, WSI

WSI White Paper. Prepared by: Ron Adelman Search Marketing Expert, WSI Don t Leave Your Money on the Table WSI White Paper Prepared by: Ron Adelman Search Marketing Expert, WSI Introduction When was the last time that you looked online for a product or service? What stood

More information

Improving PPC Search Engine Campaign Results Using Generic Domain Names

Improving PPC Search Engine Campaign Results Using Generic Domain Names Improving PPC Search Engine Campaign Results Using Generic Domain Names Executive Summary A challenge for online marketers is getting more clicks out of their pay-per-click search engine campaigns. One

More information

Growing your business with AdWords. Follow our tips and watch your AdWords account flourish

Growing your business with AdWords. Follow our tips and watch your AdWords account flourish Growing your business with AdWords Follow our tips and watch your AdWords account flourish Welcome to Growing your business with AdWords, a guide to help you ensure you get the best results for your business

More information

The. biddible. Guide to AdWords at Christmas

The. biddible. Guide to AdWords at Christmas The biddible. Guide to AdWords at Christmas CONTENTS. Page 2 Important Dates Page 3 & 4 Search Campaigns Page 5 Shopping Campaigns Page 6 Display Campaigns Page 7 & 8 Remarketing Campaigns Page 9 About

More information

Internet Marketing Guide

Internet Marketing Guide Internet Marketing Guide Contents 1. Internet Marketing 2. ROI 3. High Rankings 4. Internet Marketing: Techniques and options 5. Google PPC 6. Landing Pages 7. Conversions and Usability 8. SEO 9. Onsite

More information

Mastering Google Adwords Easily 18 EASY TIPS

Mastering Google Adwords Easily 18 EASY TIPS Mastering Google Adwords Easily 18 EASY TIPS Why do MSPs need to understand Google Adwords Now? Replace failing SEO Increase web presence More leads Be8er prospects More traffic It Ain t Easy! Endless

More information

Google AdWords Remarketing

Google AdWords Remarketing Google AdWords Remarketing AdWords remarketing is not only great for driving visitors back to your website to convert but is also great at improving your branding which in effect increases conversion and

More information

Google Analytics Guide. for BUSINESS OWNERS. By David Weichel & Chris Pezzoli. Presented By

Google Analytics Guide. for BUSINESS OWNERS. By David Weichel & Chris Pezzoli. Presented By Google Analytics Guide for BUSINESS OWNERS By David Weichel & Chris Pezzoli Presented By Google Analytics Guide for Ecommerce Business Owners Contents Introduction... 3 Overview of Google Analytics...

More information

AdWords Explained in 876 Words PPC Audit XMen

AdWords Explained in 876 Words PPC Audit XMen AdWords Explained in 876 Words PPC Audit XMen Thanks to an unexpected Amazon.com gift card from a consulting client, I ve been reading Tim Ferriss new book, The Four Hour Chef. Now, honestly, I have no

More information

The Complete Guide to LinkedIn Ads. Everything You Need to Know About Targeting, Measurement, and Optimization

The Complete Guide to LinkedIn Ads. Everything You Need to Know About Targeting, Measurement, and Optimization The Complete Guide to LinkedIn Ads Everything You Need to Know About Targeting, Measurement, and Optimization Updated October 2015 Table of Contents Introduction The Power of LinkedIn Ads The Common Pitfalls

More information