Digital Eyes Media Academy

WELCOME BACK

IT’S BEEN A MONTH….

What have you implemented in your

business since the last session?

HOW TO NOT LOOSE YOUR SHIRT WHEN

USING PAY PER CLICK (PPC)

AIMS OF THE SESSION

By the end of the session we’ll all have an understanding of the

following:

• What PPC is

• Why PPC is an effective marketing tool

• How to create an account

• The best way to create an ad campaign

• Managing a budget

• Measure the success of a campaign

WHAT IS PPC AND WHY’S IT DIFFERENT?

A method to advertise your brand, service or

product. Advertisers are charged after an advert is

clicked NOT when it’s been seen.

WHERE WILL MY AD’S SHOW?

WHY USE PAID ADS?

CREATING AN ACCOUNT

You can use AdWords with any Google enabled email account, not

just Gmail accounts.

Once you have an account you’ll need to set up your billing

information and add how you will fund your account. At this point

you will also need to apply your AdWords voucher.

Let me know if you’d like a voucher and it will be emailed to you.

CREATE AN AD GROUP

CREATE AN AD

The importance of a well constructed ad….

• Use matched keywords in your ad

• Include a call to action

• Highlight your USP or offer (clearly)

• Get to the point!

• Test, test, test

YOUR AD

SAMPLE ADS

NOW IT’S YOUR TURN

Create at least 2 ads for your company

promoting your business on the worksheets

provided

KEYWORD RESEARCH

BACK TO YOUR AD

Pick a range of keywords for one of your ads, think about:

• Broad matches

• Phrase matches

• Exact matches

• Negative keywords

QUALITY SCORE

HOW MUCH DOES IT COST?

THE NEXT STEP

Think about the best next step in the journey:

• Be focused

• Have a clear objective

• Measure conversions to sales

Where possible use a bespoke landing page

TRACKING PROGRESS

GOOGLE ANALYTICS

Questions?