ppc fundamentals: formic media seminar series

Formic Media Seminar Series:PPC Fundamentals

Presented by:Formic Media, Inc.

www.formicmedia.com/seminars503-260-6700| kent@formicmedia.com

Sponsor:

• Intro to Paid Search• Benefits of Pay-Per-Click (PPC)• Google AdWords

• How it Works• Reach More Customers• Costs & Budgets• Geo-Targeting• Measurement

• Account Structure• Keyword Selection• Ad Text

• Elements• Ad Targeting• Creating Successful Ads

• Research & Management Tools• Yahoo/Bing Search Alliance

Agenda

Intro to Paid Search

Local Search Results

Organic Search Results

Paid Search Results

Benefits of Paid Search

Branding Targeted traffic Immediate results (Nearly) Real-time tracking Levels the playing field Small initial investment

Google AdWords

How it Works Choose keywords Create Ad Text People Search Google Your Ad Appears People Click Your Ad You Get Traffic & Sales

Google AdWords

Reach More Customers Utilize Google Display Network

Contextual Site Targeting

Use Text, Image & Video

Google AdWords

Costs & Budget Control Your Own Spending

Set a Daily Budget Set Your Maximum Cost-Per-Click (CPC) Only Charged for Clicks

Utilize Google’s Traffic Estimator

Google AdWords

Geo-Targeting Set Ads to Appear in Specific Locations

City, Region, Country Show Address in Ad Text Ads Appear on Google.com & Google Maps

Google AdWords

Measurement Know Your Goals Near Real-Time Metrics 11 Report Types

Account Structure

Campaigns Contains Ad Groups Set unique budgets Set targeting options

Ad Groups Contains keyword list & ad text

Keyword Selection

Target both broad and specific keywords Broad = Increases reach & visibility Specific = Drives conversions & sales

Purchase Cycle / Buying Process

Example Interest

“slr cameras” Research

“nikon slr cameras”, “canon slr cameras”

Purchase “nikon digital slr

d3000”

Keyword Selection

Utilize all Match Types: “digital camera” Broad: digital camera, security camera Phrase: “buy a digital camera”, “digital camera review” Exact: “digital camera”

Include all keyword variations (i.e. singular, plural) “camera”, “cameras”, “digital camera”, “digital cameras”

Negative keywords -security

Create Initial List

Group Similar Words

Refine & Add Negatives

Ad Text

Elements Headline: Include keyword(s) Description: Describe key benefits; Call to action Display URL: Displays website URL Destination URL: URL of landing page (not shown

in ad text)

Ad Text

Ad Targeting Location & Language Google Network

Google Search: Google.com only Search Partners: Google products (Groups,

Product Search) & search partners (i.e. AOL, Ask.com)

Display Network: Gmail, NYTimes, About.com, etc.

Internet Devices: Desktop, Laptop, Mobile

Ad Text

Creating Successful Ads Simple & enticing Include prices & promotions Use strong calls to action Include main keywords in headline/description Choose relevant landing pages Test multiple ads to increase performance

PPC Research & Management Tools

Keyword Research Google Keyword Tool WordTracker Keyword Discovery SEO Book

PPC Management Tools AdWords Editor AdWords Reports Bid Management Tools (i.e. SearchForce)

Yahoo & Bing Search Alliance

Yahoo Search Marketing is transitioning to Microsoft AdCenter via the Search Alliance All management will take place within AdCenter

Transition Date: Now – Holidays AdCenter begins to power Yahoo PPC ads in fall 2010 Deadline: January 2011 Additional Information

Resources

PublicationsPPC Blog PPC Hero Sphinn

Tutorials AdWords Online Classroom Yahoo: Fine Tune Your Account Microsoft AdCenter Help

PPC Case Studies Formic Client PPC Case Studies

About Formic Media

Formic Services

Formic Media’s pay-per-click (PPC) advertising services offer small and local businesses the ability to generate visibility within the “paid” search engine listings, utilizing PPC fundamentals and much more.Formic Media’s PPC process has been refined over 12 years and customized for small business.

Formic Clients

Up Next: Formic Media Seminar Series9.08: Website Clinic

Live, real-time site reviews (audience volunteers) Gain valuable insights/feedback

Have you ever wondered why your site doesn’t perform like you think it should? Have you racked your brain and spent countless hours trying to understand how to increase your search engine rankings to drive more visits and sales? Curious as to why your social media efforts aren’t generating customers? As part of Formic Media’s free seminar series, the team will be hosting a free website clinic on September 8th to provide insight into all of these questions. The Formic team will take volunteers from the audience, and review their sites in real-time (or you can request a site review upon registration) to uncover valuable insights on how to increase your website traffic, sales/leads or increase social media engagement. Join us at Formic’s offices (300 NE Failing St., Portland, OR, 97212) for this must attend event. Visit our website for more details, and sign up now as space is limited.

http://www.formicmedia.com/seminars.php

Questions?

Contact:John McPhee

www.formicmedia.com503-517-9059 x122| johnm@formicmedia.com