Digital DNA PPC Workshop 4th March Jonny Cameron. MadeToEngage.com

Transcription

1 Digital DNA PPC Workshop 4th March 2016 PPC

2 Your Customers Stats from Google Quarterly Report March 2015

3 Your Customers Stats from Google Quarterly Report March 2015

4 Your Customers

5 Your Customers 88% of consumers research online before taking action ~ Accenture: Seamless Retail

6 Your Customers Data from Google Micro Moments Report

7 Your Customers Visual from Moz.com. PPC PPC PPC

8 What is PPC? Pay Per Click (PPC) is an internet advertising model, in which advertisers pay their host only when their ad is clicked. On search engines, advertisers can bid on keywords relevant to their target market and serve text ads that send visitors to their website or app. Advertisers can serve visual ads based on interest, previous behaviour, the content of the site they are looking at and their previous website visits.

9 What is PPC?

10 What is PPC? Direct marketing Drive Sales Use PPC for... Test the market Inform Campaigns

11 What is PPC? Google - A Good Place to Start

12 What is PPC? - Ad Types

13 What is PPC? - Search ads

14 What is PPC? - Display ads

15 What is PPC? - Calls It s not just about clicks to your website...

16 Search vs. Display It s all about intent!

17 Getting Started Define ideal visitor type Make a list of terms that describe your services Do some searches yourself Use the Google Keyword Research tool Set up conversion and call tracking Create a persuasive landing page Use data to make better decisions

18 Getting Started

19 Getting Started - tools Use the Google Keyword Research tool

20 Getting Started - tools

21 Getting Started - tools Use SEM Rush to spy on competitors (and get ideas)

22 Getting Started Average monthly searches of 260 There is competition How relevant is the competition?

23 Getting Started - Research Write your own keyword list Ask staff and existing customers Use the keyword tools Use social media and forums Look at the keywords people are using to find your site organically (if you have analytics) Look at the keywords people are using in your on-site search Build a list. Disregard irrelevant terms Segment / group terms into relevant groups TIP: Build your campaign around delivering relevance through targeted ads and landing pages that match searchers needs

24 Getting Started - Structure Remember when we said it was easy (ish)???

25 Getting Started Stop! Is your website a bit rubbish? I m not drinking it! You can make them click, but they won t convert!

26 Budgeting

27 Budgeting Don t spend more than you can afford Competitor research Use the Google adwords research tool Understand quality score Understand bidding and budgeting strategies

28 Budgeting What if everything is too expensive? Reducing costs over time Income bidding Quality Score Enhanced campaigns

29 Data

30 Strategy What s your objective?

31 Strategy Build Awareness

32 Strategy Influence Consideration

33 Strategy Sales, Sign-Ups, Footfall

34 Strategy

35 THANKS! PPC