Success Implementation Guide

Transcription

1 Success Implementation Guide Event 5 The Power of Pay-Per-Click Advertising

2 Slide 1: The Power of Pay-Per-Click Advertising - - is unquestionably the most important breakthrough in internet marketing

3 Slide 2: The Power of Pay-Per-Click Advertising Why Use Pay-Per-Click Advertising? 1: Until PPC came along, business owners has to PPC brings to you 2: or The of your is 3: The comes to you

4 Slide 3: The Power of Pay-Per-Click Advertising Why Use Pay-Per-Click Advertising? 4: was built as a 5: You can make a today and see the within a of 6: If you can get a couple of hundred to your site from and to from your adverts, you can predict if you can get a couple of people to your site to

5 Slide 4: The Power of Pay-Per-Click Advertising Why Use Pay-Per-Click Advertising? 7: If you can make it work in a, you can roll it out very quickly on a much 8:, that any other form of for It in a unprecedented way

6 Slide 5: The Power of Pay-Per-Click Advertising Why Use Pay-Per-Click Advertising? the need for You don t have to for It s an : when you the pay-per-click, and have your, system and all, you have the to scale a considerable business without significant overheads I bring 1000 s of visitors to my site, send thousands of every day to every corner of the globe by

7 Slide 6: The Power of Pay-Per-Click Advertising

9 Slide 8: The Power of Pay-Per-Click Advertising Can your ad down to the you re in Instead of spending money in the of being in front of someone when they want your and, with Google you re in front of them when - and you only when they the Results

10 Slide 9: The Power of Pay-Per-Click Advertising you re new to PPC Advertising or improving your current campaigns, most people think the place to start is the It. Start with your

11 Slide 10: The Power of Pay-Per-Click Advertising When people search on a, your

12 Slide 11: The Power of Pay-Per-Click Advertising Keywords How to Keywords The first step is to the keywords to your business There s another important that s to grasp to on this

13 Slide 12: The Power of Pay-Per-Click Advertising Keywords How to Find Keywords Google is essentially an - BUT it s not necessarily the that gets the Your typical Google advertiser has between and keywords There are with that 1: The first is you end up with the most and keywords 2: Secondly, you ll miss out on a of keywords that you could be on

16 Slide 15: The Power of Pay-Per-Click Advertising Keywords Some Keywords cost less not because they aren t useful or valuable, but because nobody is on those Keywords The very first thing you want to do with you PPC account is to get a long list of

17 Slide 16: The Power of Pay-Per-Click Advertising Keywords Finding Keywords 1: 2: Your own and 3: The Google Keyword Go to account, then tools on the navigation bar at the top of your ad stats, then Keyword Planner or

18 Slide 17: The Power of Pay-Per-Click Advertising Other Pay-Per-Click Platforms Search Google (the main focus of today s MasterClass) (it will duplicate your Google Adwords campaign at the touch of a button) ( )

19 Slide 18: The Power of Pay-Per-Click Advertising Options You can do some very sophisticated things with Adwords and Google do an appalling job of letting people know about them There are different ways of putting a into Google that will determine when your ads are displayed

20 Slide 19: The Power of Pay-Per-Click Advertising Options : Google will display you ad on version of the phrase On your ad will also appear for phrases, e.g. Example: my ads appeared when people searched for phrases like coach for trip to Blackpool people not interested in what I had to offer Be very about using

21 Slide 20: The Power of Pay-Per-Click Advertising Options : Your ad will display when the words and are present in the query Start with, rather than

22 Slide 21: The Power of Pay-Per-Click Advertising Options : Your ad will display when the query includes your Your ad will appear if someone searches for where can I get new tennis shoes? If they search for where can I get shoes to play tennis in? you ad will NOT appear is more specific and more accurate

23 Slide 22: The Power of Pay-Per-Click Advertising Options : Your ad will ONLY be displayed if people search for the phrase tennis shoes and If people search for you ad WON T appear You will get, but they will be

24 Slide 23: The Power of Pay-Per-Click Advertising Options How do you approach this? the various versions, but be very with to ensure clicks to and Google is a great, so you will see exactly what works and what doesn t

25 Slide 24: The Power of Pay-Per-Click Advertising A lot of people just dipped the toe into Google Pay-Per- Click and got burned. It didn t work because they either: Couldn t get enough Got, but the didn t result in One of the main reasons don t result in is because the isn t If you sell pork sausages and have your ads set on, do you really want people looking to buy vegetarian sausages clicking on your ads?

26 Slide 25: The Power of Pay-Per-Click Advertising Competitors and Can you advertise using other companies names, for example, using Nike as a Keyword or mention them in your ad? There are two approaches: The route The route You use their trademarked name as a You use their trademarked name in your Exception: sites selling brand names

27 Slide 26: The Power of Pay-Per-Click Advertising Competitors and How much should you pay-per-click? There is - all that matters is your on Take the out of it! As long as allows, it doesn t matter how much it costs if it produces a Removal company: might seem a lot but You spend getting people to your site Just of them to spending 1000 each You ve just turned into If you have/create a good of or coupled with - with your, your on will be even better

28 Slide 27: The Power of Pay-Per-Click Advertising All that matters is on You will generally in the beginning than you will long-term If you have the reserves to do it, you can make a - initial investment, knowing as you get better at it you ll pay less and less, but the important thing is don t! : you can a maximum so you always know how much you are going to

29 Slide 28: The Power of Pay-Per-Click Advertising Pay-Per-Click Golden Tip If you want to limit the amount you spend, reduce your before you reduce the This will either reduce the amount you are paying per Customer and/or bring you more Customers for the same price

30 Slide 29: The Power of Pay-Per-Click Advertising The - Goal Don t the you Once you know what works you ll want to spend - because if you ve created a marketing strategy that gives you back for every you spend, why wouldn t you spend more?

32 Slide 31: The Power of Pay-Per-Click Advertising How do you get your ads on the for? 1: This is when somebody either from your or for You have to or it will be very hard to determine if and how well your PPC ads are using - it s a simple piece of code that you or your web developer put in your You can also use third party traffic measurement tools

33 Slide 32: The Power of Pay-Per-Click Advertising How do you get your ads higher on the page for less money? 2: Most people think Google determines where your ad appears based on you are willing to but that s only of it Google the amount you re willing to spend and all the other factors and give you a out of. This is your You find it by clicking on the Keywords tab and hovering over the speech bubble in the Status column next to each keyword in your campaign a pop-up window appears with a score out of 10

34 Slide 33: The Power of Pay-Per-Click Advertising How do you get your ads higher on the page for less money? 2: Quality Score Your Quality Score is the in determining where your ad appears on the page Numerous factors go into the The most important factor is your - - ( ) Your ads position on the page is a combination of how much you re willing to page and your

35 Slide 34: The Power of Pay-Per-Click Advertising The Magic of - ( ) Your is the of people who on your ad Example: 100 pages display your ad The ad is clicked on 4 times out of 100 Your is Your - - should be at least, ideally - The most important factor is your - ( ) Google s priority is to ensure its users have a. This is why they you for a When more people click your advert, your goes up and you get a effect

36 Slide 35: The Power of Pay-Per-Click Advertising The CTR 1: Using the in this programme, your Click Through Rate 2: This brings more to your 3: Because your has, Google puts you the page. This brings even more 4: Because you re higher up and getting more, your CTR and Google moves you

37 Slide 36: The Power of Pay-Per-Click Advertising The CTR Snowball Effect 5: Meanwhile, as you continue with the strategies learnt in the Science of Success, such as -, your CTR continues to 6: This brings you more visitors 7: So Google put you even higher up and/or you re now able to spend more to go even higher and so the Using this process, it s not uncommon in a few weeks/months to go from a CTR of to or more

38 Slide 37: The Power of Pay-Per-Click Advertising How do you increase your CTR? By continually against each other and your - Google lets you run or in the same On the second ad you might Write a different Change the the first of certain words Subtly or dramatically change the The goal is to ad then get rid of the performing ad and aim to your new - ad by again

39 Slide 38: The Power of Pay-Per-Click Advertising How do you increase your CTR? What to look out for Look for the ad with the - and also keep note of the Continue doing this until a point when you can t do it anymore, and by doing so, you can expect to or your through IMPORTANT! When -, you need to receive at least on an ad before the results are

40 Slide 39: The Power of Pay-Per-Click Advertising How do you increase your CTR? The primary way to increase click-through rate is Golden Tip # 1 Use ads for

41 Slide 40: The Power of Pay-Per-Click Advertising 1: Testing Ads: Ads for Keywords CTR is about The more your ad to the keyword, the higher your Click-Through-Rate Example: Leather Recliners If the ad specifically talks about leather recliners in its headline and copy it s more relevant to the person performing the search Your competitors are doing this! The vast majority of on Google aren t doing this! The more you can be, the better you will do Most businesses should have to ads for different Keywords

42 Slide 41: The Power of Pay-Per-Click Advertising 2: Testing Ads: Making the Your The best is your So if your Keyword is recliner, your should be recliner and if it s reclining chair, your should be reclining chair Once you ve tested the Keyword as the, you can test other alternatives BUT you usually won t beat using the Keyword as the

43 Slide 42: The Power of Pay-Per-Click Advertising 3: Testing Ads: Use the Keyword in the You can t use the Keyword When the ad appears, Google will the

44 Slide 43: The Power of Pay-Per-Click Advertising 4: Testing Ads: You can t use all, but you can the of can make a significant difference in your There is no rhyme or reason to which words are best to - you have to

45 Slide 44: The Power of Pay-Per-Click Advertising 5: Testing Ads: This is the URL people see in the ad (example: Google allows you to change the URL in your advert The basic URL has to be the actual website you send people to You can add an to the display URL (example: You can drop the www and replace it with businesscoach.christian-simpson.com)

46 Slide 45: The Power of Pay-Per-Click Advertising 5: Testing Ads: Display URL Including the Keyword in the increased the ad s Example: Business Coaching If you search for business coaching and your Keyword is in the, and, it ll feel more and you ll be more likely to click the advert Most of the time having a of the Keyword in your will increase your Your goal is to significantly increase your CTR In time, costs will and clicks will

47 Slide 46: The Power of Pay-Per-Click Advertising Keywords You don t want people clicking on your ads if they ll be Example 1: In my business any search with jobs in it. Obviously if someone searches for job as a coach I don t want to pay for them to come to my site Example 2: BMW Dealership if you sell brand new models only, you don t want to pay for traffic searching for second hand models The lets you choose Keywords you want your ad to appear in searches for

49 Slide 48: The Power of Pay-Per-Click Advertising Negative Keywords Most Adwords users of Negative Keywords and give little time to it. It s a There are benefits to using Negative Keywords 1: It will save you money in 2: It will your Think of my example earlier with people searching for a coach to Blackpool under - because they re unlikely to click on my ad it my CTR

50 Slide 49: The Power of Pay-Per-Click Advertising How to Find Negative Keywords Your own of your Review the Keyword in your account click the Keyword tab and then go to the details button above your ad statistics and it ll show you all the variations of Keywords that have been showing for your ad This resource will show you both the variations you and the variations!

51 Slide 50: The Power of Pay-Per-Click Advertising You are now equipped with the fundamentals to success with Google Adwords (and also Bing) by radically improving your click through rate but there s one more important thing to over

52 Slide 51: The Power of Pay-Per-Click Advertising Pages This is the page you send people to from your Google ads, not necessarily your Example: you run a gardening store Your home page talks about everything you sell When someone searches for lawn mowers, you have an advert that sends them directly to the lawn mower page because it s more Google calculates how your page is, and that affects your

53 Slide 52: The Power of Pay-Per-Click Advertising Landing Pages Google has specific policies about landing pages WARNING 1! You need to have some for your Google facing landing pages so users have an opportunity to the site You don t need to make them small links to or specific pages like, - policy or or If you re asking for any type of info/, have a like in the navigation WARNING 2! Avoid WARNING 3! If you want to be a serious user of Google Adwords, stay up to date with their policies

54 Slide 53: The Power of Pay-Per-Click Advertising Google is a wonderful resource for Entrepreneurs they understand marketing and testing, and all you have to be willing to do is get to work, put your back into it, and you ll reap the rewards

55 Event 5: Assignments 1. Review this Master Class again. As you do, stop the recording on the most important learning in relation to your current situation and bullet point them below.

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57 2. Review your bullet points. Transfer them to specific action points below.

58 3. Timeline the actions: what are your first 3 steps, and what are the 3 steps after that? Put dates against EACH action. This will be your Roadmap of Action for the strategies in this Master Class.

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