Pay Per Click. The Big Picture. Rod Holmes

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1 Pay Per Click The Big Picture Rod Holmes

2 Pay Per Click PPC Search Engine Marketing SEM AdWords AdCenter

3 Pay Per Click

4 Why is PPC Important? 2/3 of Clicks for High-Commercial-Intent Keywords go to Sponsored Results 45.5% of people did not know the listings at the top were ads. Up to 85.2% of pixels above the fold are sponsored results in High-Commercial-Intent Keywords source -

5 Why is PPC Important? Instant Traffic While Working on Organic Rankings Guaranteed Traffic Trackable, Controllable ROI Budget-able Expense

6 How Is AdWords Organized? Campaigns AdGroups AdGroups Keywords Keywords Keywords Keywords Keywords Keywords

7 The Basics What You Do... What to Pay Attention To...

8 What You Do... Determine Business Goals Research Keywords Organize Keywords into AdGroups Write Two Ads Per AdGroup Review Bidding Launch Analyze & Adjust Per Goals

9 Determine Business Goals Buying Funnel Awareness Interest Learn Shop Buy

10 What You Do... Determine Business Goals Research Keywords Organize Keywords into AdGroups Write Two Ads Per AdGroup Review Bidding Launch Analyze Per Goals

11 Research Keywords Find Long-tail Keywords # Of Searches/Month Long-tail Keywords Keywords

12 Research Keywords Awareness Interest Learn Shop Buy

13 Research Keywords Keywords...Four Basic Types Explicit Chicago Plumber The Problem Broken P-trap Symptoms Water Dripping from Pipe Product Parts or Brand Names Acme P-trap #K438-90

14 Research Keywords

15 Research Keywords

16 Research Keywords

17 Research Keywords

18 What You Do... Determine Business Goals Research Keywords Organize Keywords into AdGroups Write Two Ads Per AdGroup Review Bidding Launch Analyze Per Goals

19 Organize Keywords into AdGroups Group Keyword So One Ad Can Represent & Repeat the Keywords Wedding Pictures Wedding Photographer Chicago Wedding Photography Wedding Photojournalist Best Wedding Photographer Wedding Video Wedding Picture

20 What You Do... Determine Business Goals Research Keywords Organize Keywords into AdGroups Write Two Ads Per AdGroup Review Bidding Launch Analyze Per Goals

21 The Basics What You Do... What to Pay Attention To...

22 What to Pay Attention To... Click Thru Rates (CTR) Cost Per Click (CPC) CPC vs. Bid Average Position Quality Score

23 Why is Quality Score Key? QS X Max CPC = Position Score You 5 X $3 = 15 Position 2 A 8 X $2 = 16 Position 1 B 7 X $1 = 7 Position 3

24 Keyword Relevancy Ad Relevancy Quality Score Landing Page CHICAGOStyleSEO Lincoln Park West #3 Chicago, IL 60614

25 CTR Landing Keyword Page Relevancy Quality Score Ad Relevancy Historical Performance Various Relevancy

26 Tools You ll Need AdWords Account Google Keyword Tool Spreadsheet AdWords Editor App CHICAGOStyleSEO Lincoln Park West #3 Chicago, IL 60614

27 Pay Per Click The Big Picture Rod Holmes

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

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