“PPC Training Part 1”

Presented by: Stephen Webb

Perpetual Marketing Team

Training Objectives

• Understand the basic principles of PPC

• Understand the concepts of “Search Marketing”

• Targeting the right audience

• Setting up your AdCenter Account & Geo Targeting

• Writing Ads

• Building out Ad Groups & Basic Keyword Research

• Setting $$$ limits

• Optimizing & Tracking

• Scaling Out Your Campaign

Understanding the Basic Principles of

PPC

So What is PPC?

• PPC or Pay Per Click Marketing is exactly what is sound like… It’s where the advertiser (you) pays every time someone clicks on your ad.

• There are a lot of platforms that use this model: FaceBook, Clicksor, 7Search, Bing, Google, and many more!!!

VS.

The Concepts of Search Marketing

VS.

Two Forms of PPC on BING

Where do you want your ad placed?

SEARCH

Organic

PPC

PPC

CONTENT

Pause Video & Write Down Terms

Avg. CPC / CPC = Cost Per Click

CPA = Cost Per Acquisition

CTR = Click Through rate

Impressions = Number of times your ad populated

Conversions = The number of Leads you obtained

Avg. Position = Where your ad ranks in position

Campaign Status = Active / Paused

Negative Keywords = Words that you DON’T want your ad populating for

Ad Group = A group of KW running on a specific ad

Keyword = A string of words (normally 1 – 5 words) used together to find a topic using a search engine (BING)

Some Common Terms

Search Quire

Ads

Keyword

Title

Body

Display URL

Impressions

Position #1

Position #9

CPCCPAAvg.

PositionCTR

Destination URL

Targeting The Right Audience

MLM

Pay Per Call

Entrepreneur

Business Opportunit

y

Transfer Leads

Learn Internet Marketin

g

Make Money Online

Network Marketi

ng Leads For MLM

Work From Home

Home Business

Keep Everything Congruent

• Identify your audience

• Everything in your ad needs to meet the searcher’s expectations

• The Title of your ad should flow with the body of the ad

• The customer clicking on your ad should see a webpage that is congruent with the ad… No Surprises…

• Your Ad should be as specific as possible

• Remember – The only people you want clicking on your ads are potential buyers

“End of part 1”