google adwords, aka ppc and pay per click
DESCRIPTION
An overview of Pay per Click marketing, focusing on Google Adwords, as presented to the Golf Club Manager's Association. What is Pay per Click, how it works, and how it can be made to work betterTRANSCRIPT
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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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9Slides available from www.wiltswebdesign.co.uk
So Andy –
Are you going to tell us how to get to
NUMBER 1
in Google
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Pay per Click [PPC]
10Slides available from www.wiltswebdesign.co.uk
WiltsW
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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]
32Slides available from www.wiltswebdesign.co.uk
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32Slides available from www.wiltswebdesign.co.uk
• What is Google Adwords
• 3 Ways Adwords can be used
• How Adwords works
• Understanding your Campaign
• Improving your ROI
33
Pay per Click [PPC]
33Slides available from www.wiltswebdesign.co.uk
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33Slides available from www.wiltswebdesign.co.uk
Andy Poulton
M: 07966 547146
andypoulton
andypoulton
Delivering traffic to your website