google adwords, aka ppc and pay per click

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Pay per Click [PPC]

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1Slides available from www.wiltswebdesign.co.ukDelivering traffic to your website

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Pay per Click [PPC]

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Download Slides from www.159.be

Slides Available from www.wiltswebdesign.co.uk

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Pay per Click [PPC]

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Pay per Click [PPC]

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• What is Google Adwords

• 3 Ways Adwords can be used

• How Adwords works

• Understanding your Campaign

• Improving your ROI

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Pay per Click [PPC]

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So Andy –

Are you going to tell us how to get to

NUMBER 1

in Google

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Pay per Click [PPC]

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World Wide Web – Reality Check

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Pay per Click [PPC]

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Web Marketing is a Marathon

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Pay per Click [PPC]

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This is a Sprint

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Pay per Click [PPC]

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So Andy –

Are you going to tell us how to get to

NUMBER 1

in Google

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Pay per Click [PPC]

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Probably the

greatest marketing opportunity

known!

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Pay per Click [PPC]

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PPC

Results

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Pay per Click [PPC]

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Strategic

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Pay per Click [PPC]

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Strategic PPC

• Replace other non-measurable marketing

• Replace marketing that is in decline• Paper directories

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Pay per Click [PPC]

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Tactical

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Pay per Click [PPC]

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Tactical PPC

• Support New Product / Service Launch

• Support a website that’s underperforming in SEO

• To fill a short term “gap”

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Pay per Click [PPC]

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Research and Testing

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Pay per Click [PPC]

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Research

• SEO - Check which Keywords “Hit the Spot!”

• Check which Words “turn customers on”

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Pay per Click [PPC]

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Pay per Click – How it works

You Define

• Your Keywords• Your Advert• The maximum you’ll pay per click• How much you want to spend per day• When your Ads are displayed• Where your Ads are displayed

• SERPS• Content Network

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Pay per Click [PPC]

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Pay per Clickaka PPC, Adwords, Sponsored Links

Google Adwords 25 characters max

Check out Google Advertising 35 characters max

Get Started Today 35 Characters max

www.google.co.uk Home page URL

www.google.co.uk/adwords Where the click lands

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Pay per Click [PPC]

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Pay per Click – How it works

1st ad on page

Bid 30p per click

Pay 3p

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Pay per Click [PPC]

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2nd ad on page

Bid 20p per click

Pay 3p

Pay per Click – How it works

1st ad on page

Bid 30p per click

Pay 6p

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Pay per Click [PPC]

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3rd ad on page

Bid 10p per click

Pay 3p

Pay per Click – How it works

2nd ad on page

Bid 20p per click

Pay 6p

1st ad on page

Bid 30p per click

Pay 9p

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Pay per Click [PPC]

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Performance Monitoring

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Pay per Click [PPC]

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Link Adwords and AnalyticsOverview

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Pay per Click [PPC]

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Link Adwords and AnalyticsBest position on Page

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Pay per Click [PPC]

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Destination URLs

Link Adwords and Analytics

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Pay per Click [PPC]

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The genius that is CTR

CTR = Click Through Ratio

= the % of Clicks against Impressions

Impressions (number of time your ad is displayed)

Clicks (number of times your ad is clicked on)

1% is so-so to OK

2% is OK

3% and above is doing well

+ 10% = Possible Promotion

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Pay per Click [PPC]

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CTR 1.5%

1.5 x 30p = 45

Pay 9p

CTR 3%

3 x bid 20p = 60

Pay 6p

CTR 1%

1 x bid 10p = 50

Pay 3p

Quality Score

1st ad

2nd ad

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Pay per Click [PPC]

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So how can we

improve

the CTR?

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Pay per Click [PPC]

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Improve CTR

• Experiment with dedicated Landing Pages

• Test different Keywords

• Vary your bid to try different positions

• Compare different Ads

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Pay per Click [PPC]

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53% 1085 22,849 4.75%

47% 476 20,262 2.35%

Improve CTR

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Pay per Click [PPC]

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• What is Google Adwords

• 3 Ways Adwords can be used

• How Adwords works

• Understanding your Campaign

• Improving your ROI

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Pay per Click [PPC]

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Andy Poulton

M: 07966 547146

andypoulton

andypoulton

andy@wiltswebdesign.co.uk

Delivering traffic to your website