Making Pay Per Click Work for You

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1 Making Pay Per Click Work for You Kherrin Wade Digital Media Account do digital better

2 what is PPC? where to start? best PPC strategies the world of PPC new(er) features

3 what is ppc?

4 what is ppc? Put simply PPC stands for Pay Per Click advertising. However it also goes by many other names; CPC = Cost per click Sponsored listings Paid for placement and many more Pay per click does what it says on the tin You set up adverts and when someone clicks on them, you pay! Pay per click adverts generally work on a bidding basis; the higher your bid, the higher your adverts are placed

5 what is ppc? Paid search (PPC) marketing is based on: selecting the right, relevant keywords for your business, creating compelling ad text which will entice users to visit your website, bidding accordingly for your position on the search engine result page (competing against other advertisers with the same intention).

6 what is ppc? A paid search ad can be found at the top of search engine result pages (normally within a slightly shaded area) and down the right hand side. The maximum number of ads on any given search result is eleven: three on the top and eight down the right hand side.

7 ppc in numbers In the UK, PPC now accounts for around a quarter (24%) of the average business' total marketing budget. Econsultancy, Search Engine Benchmark Report, 2013 The UK paid search market is worth over 3 billion (58% of total online ad spend). IAB, 2012 Full Year Digital Adpsend Results Google dominates the UK search market with around 90% of market share. Bing contributes 6% whilst Yahoo has 3%. StatCounter Global Stats, Jul 2013 By the end of 2012, UK internet users will have made a billion more visits to search engines than they did in It currently takes the UK a fortnight to make a billion searches; by next year that will be down to 12 days and by 2015 it will take just over nine days. Experian, Digital Trends 2013

8 why use ppc? Instant website traffic = great for launching new products, reacting to changes in the market Highly targeted = only market to people who want your services Research relevant keyphrases for SEO = understand what makes users click then optimise! Easy to measure = see who views, clicks, buys, engages Flexibility = if it doesn t work, you can change it instantly (ads, costs ) Reach bigger / new audiences = set up ads to reach new users Ultimately using PPC should increase your sales & enquiries!

9 where to start?

10 where to start? The most common mistake NOT RESEARCHING OR PLANNING! Most PPC campaigns fail due to bad planning and lack of research Before you even spend your first penny, first RESEARCH!

11 where to start? Make sure you know that; There is a market for your services online Which phrases are most popular You know who your users are Find out which keywords/phrases are best for you by using some free tools Use other methods to identify possible keyword / phrases

12 google keyword tool

13 google trends tool google.co.uk /trends

14 other methods Internal brainstorming Your team will think differently to you Competitor websites They ve done the hard work, don t be afraid to borrow Dictionary / thesaurus Other variations on a theme which might be useful for + / - Phrases or questions which might be relevant How do I service my Ferrari? Other ideas (website addresses, model no's, miss pellings, any ideas however silly they may seem!)

15 keyword expansion tips adjectives comparison location intended use product specification product type brand + negatives

16 Key phrases Campaigns Ad groups Ad text creating your campaigns Key phrases Landing page

17 how to create campaigns Now you have your keyword list, it is CRUCIAL to make sure you plan & split your keywords into relevant groups. Create your campaigns & ad groups around keywords & phrases people search for rather than your website Ideally you should change your website to your key phrases, not the other way around. more information on this in the workshop this afternoon

18 what works best

19 best ppc strategies No. 1 position is not always the best! Happy clickers! To have a good Click Through Rate (CTR), you need to have clicks CTR = Quality score Once QS is high enough, reduce bid over time Positions 3 5 are usually best but you need to TEST!

20 best ppc strategies Do you want EVERYONE to see your adverts? Not all searchers are relevant to your business It is better to only show your adverts to those who you want to sell to What time is best for your audience?

21 best ppc strategies Constant Optimisation bids targeting keywords negatives ads positions

22 take advantage of the new features

23 google enhanced campaigns Allows advertisers to get their message in front of the right people based on their content without having to setup and manage many separate campaigns.

24 google product listing ads For Google merchant advertisers who want to show richer product information (such as product image and price) in a search ad format without the need for adding additional keywords or ad text into their campaign.

25 google experiments Test ad position and landing page scenarios to improve performance with minimal risk. Controlled with the Adwords interface, apply to all or select keywords/ad groups.

26 go forth and prosper

27 final thoughts To make your campaigns successful, you need to think and research your key phrases If you set up your campaigns & ad groups in a logical way, Google will reward your campaign with better positions & costs Adjust bids & review all data available to make sure your campaigns improve over time If you have any questions Google Adwords help can be very useful!

28 any questions?

29 Together we can do digital better +44 (0) Adido Dean Park House, 8-10 Dean Park Crescent, Bournemouth, Dorset, BH1 1HL Adido 2013

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