Pay Per Click Lisa Weaver PPC Account Manager Custard Online Marketing Custard Online Marketing
About Me
WHAT IS IT?
WHERE CAN WE FIND IT?
RIGHT?...
WRONG!
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
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
HOW TO SUCCEED
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
E commerce Examples Service Examples Custard Online Marketing
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
PPC Ad Extensions Location Extensions Call Extensions Sitelinks Extensions Review Extensions Offer Extensions Social Extensions App Extensions Custard Online Marketing
PPC Enhanced Sitelinks
PPC Ad Types Text Remarketing Display Product Listings Ads Video Dynamic Search Ads Mobile Custard Online Marketing
Traditional Pay Per Click Adverts Custard Online Marketing
PPC Product Listing Ads
PPC Display/Remarketing Ads
IT S ALL ABOUT MOBILE
PPC The Mobile Journey
PPC & SEO Integrated Search
PPC Incremental Value
PPC Essential Tools Keyword Planner Display Planner Conversion Tracking Google Trends AdWords Editor Google Analytics Opportunities Tab Approach with caution! Custard Online Marketing
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
OUTSOURCE OR IN HOUSE?
Cinderella Complex
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
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
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
lisa@custard.co.uk 01772 425 951 www.custard.co.uk Custard Online Marketing