PPC Marketing Presentation

Power of PPC Marketing

Difference between free(organic) search and paid search

Look to Google for SEM exposure
– Google vs Yahoo vs Baidu vs Bing

Why PPC Marketing?
– PPC is the fastest online traffic generation method!

Flow of PPC Marketing

1) Identify target market & campaign objective

2) Setup a PPC campaign. Choose keywords, write ads & set bid prices

3) Measure results and refine campaigns

5 Golden Facts On PPC Marketing
1) Campaign objectives – be very clear

2) Setup PPC campaigns
– Show slides walking through Google AdWords setup

Always choose ‘standard’ edition, not ‘starter’ edition

Show account setup structure slide

GA Account
Campaigns
AdGroup
Keywords
Ads

What is the optimal ad position?
Show Google heat map diagram
“Google golden triangle”

Google ad position is paramount
90% of Google ad users think that Google ranks purely on bid price

Ad rank = cpc bid x quality score

qs is based on:

-landing page quality

-relevance of ad text

– historical ctr

– account performance

– other relevancy factors

5) Work on quality score!

Fatal mistake #1

Not monitoring campaigns
e.g. Show irrelevant ads appearing for any local search phrase

Normalized CTR
– Prevents advantage gained by over-bidding to gain higher initial ctr

– Levels playing field

e.g. 6th placed ad is compared only against average 6th place ctr, not against the 1st place ads

PPC campaign rollout

Start search campaign on Google

Budget 2,000, profit 400

After month 1 examine campaigns, put in negative keywords, strip out non-performing keywords

Rollout campaigns to Yahoo, Bing, content network