Pay Per Click. Lisa Weaver PPC Account Manager. Custard Online Marketing

Transcription

1 Pay Per Click Lisa Weaver PPC Account Manager Custard Online Marketing Custard Online Marketing

2 About Me

3 WHAT IS IT?

4 WHERE CAN WE FIND IT?

5 RIGHT?...

6 WRONG!

7 PPC The Myths X X X X X X Appearing number one guarantees a profit Spending more money means better results Google is the only search engine worth advertising on Google is always right PPC advertising is a must for all businesses PPC costs too much and is a waste of time and money Custard Online Marketing

8 PPC The Truth PPC can be profitable Everyone should try PPC You can pay less per click than the advertiser below you PPC Marketing is easy if you know how PPC is only going to get bigger and better PPC works! Custard Online Marketing

9 HOW TO SUCCEED

10 PPC Essential Elements Granularity is Key Use Tight Themes in Set Up Write Compelling & Relevant Ad Copy Use Ad Extensions/Sitelinks Use Multiple Ad Types Research & Test The Future is Mobile Think Integrated Search Use AdWords Tools With Caution! Custard Online Marketing

11 E commerce Examples Service Examples Custard Online Marketing

12 PPC Ad Copy Include keywords Include a call to action Use numbers Use non standard characters Focus on benefits Offer proof/credibility Use quotes Ask a question Make a strong offer Create a sense of urgency Use all available character space Use extensions Custard Online Marketing

13 PPC Ad Extensions Location Extensions Call Extensions Sitelinks Extensions Review Extensions Offer Extensions Social Extensions App Extensions Custard Online Marketing

14 PPC Enhanced Sitelinks

15 PPC Ad Types Text Remarketing Display Product Listings Ads Video Dynamic Search Ads Mobile Custard Online Marketing

16 Traditional Pay Per Click Adverts Custard Online Marketing

17 PPC Product Listing Ads

18 PPC Display/Remarketing Ads

19 IT S ALL ABOUT MOBILE

20 PPC The Mobile Journey

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22 PPC & SEO Integrated Search

23 PPC Incremental Value

24 PPC Essential Tools Keyword Planner Display Planner Conversion Tracking Google Trends AdWords Editor Google Analytics Opportunities Tab Approach with caution! Custard Online Marketing

25 PPC Top Tips Test, test, test Think granular Use tightly themed adgroups and keywords Understand what you can afford to pay Carry out regular Keyword Research Sign up to Google Places Sign up to PPC blogs Inside AdWords, Wordstream, PPC Hero Don t be afraid to outsource Custard Online Marketing

26 OUTSOURCE OR IN HOUSE?

27 Cinderella Complex

28 PPC In house PROS CONS The business remains in complete control of the campaigns You choose exactly who you want to run the campaigns Your PPC team will eat, sleep and breathe your brand Save on agency fees Agencies have close relationships with the search engines does your PPC Manager? Being the only PPC er can be an isolated experience A change is as good as rest Multiple salaries as business grows Custard Online Marketing

29 PPC Outsourcing PROS CONS Agencies have close relationships with the search engines Utilise a vast wealth of experience in all areas of marketing Your agency will become part of your team Will you always be the agency s number one priority? How difficult will it be for them to understand your business? What if they just don t perform? Agency fees are often less than a full time salary Custard Online Marketing

30 PPC Outsourcing Process Don t be afraid to hand control over to an agency/consultant Research prospective agencies thoroughly Get multiple proposals Know your available budget Ask for recommendations from other business owners Look for the Google Partner logo Custard Online Marketing

31 Custard Online Marketing