ppc fundamentals: formic media seminar series

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Formic Media Seminar Series: PPC Fundamentals Presented by: Formic Media, Inc. www.formicmedia.com/seminars 503-260-6700| [email protected] Sponso r:

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In order to generate targeted leads, many small businesses are testing pay-per-click (PPC) advertising. Most companies use Google AdWords to target desirable search terms with specific text advertising, and only pay for each click (rather than impression). PPC advertising can be very cost-effective when managed properly, due to the ability to target keywords, specific geo-locations, messaging and landing pages. Unfortunately, many small businesses do not have the time or resources to effectively manage PPC campaigns, which can lead to very costly mistakes. The Formic team will walk you through PPC campaign research, planning, implementation and management. You will leave this seminar with sufficient knowledge of how to optimize your existing PPC campaigns or create a new campaign from scratch.

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Page 1: PPC Fundamentals: Formic Media Seminar Series

Formic Media Seminar Series:PPC Fundamentals

Presented by:Formic Media, Inc.

www.formicmedia.com/seminars503-260-6700| [email protected]

Sponsor:

Page 2: PPC Fundamentals: Formic Media Seminar Series

• 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

Page 3: PPC Fundamentals: Formic Media Seminar Series

Intro to Paid Search

Local Search Results

Organic Search Results

Paid Search Results

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Benefits of Paid Search

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

Page 5: PPC Fundamentals: Formic Media Seminar Series

Google AdWords

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

Page 6: PPC Fundamentals: Formic Media Seminar Series

Google AdWords

Reach More Customers Utilize Google Display Network

Contextual Site Targeting

Use Text, Image & Video

Page 7: PPC Fundamentals: Formic Media Seminar Series

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

Page 8: PPC Fundamentals: Formic Media Seminar Series

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

Page 9: PPC Fundamentals: Formic Media Seminar Series

Google AdWords

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

Page 10: PPC Fundamentals: Formic Media Seminar Series

Account Structure

Campaigns Contains Ad Groups Set unique budgets Set targeting options

Ad Groups Contains keyword list & ad text

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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”

Page 12: PPC Fundamentals: Formic Media Seminar Series

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

Page 13: PPC Fundamentals: Formic Media Seminar Series

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)

Page 14: PPC Fundamentals: Formic Media Seminar Series

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

Page 15: PPC Fundamentals: Formic Media Seminar Series

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

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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)

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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

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About Formic Media

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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.

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Formic Clients

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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

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Questions?

Contact:John McPhee

www.formicmedia.com503-517-9059 x122| [email protected]