ppc fundamentals: formic media seminar series
Post on 14-Sep-2014
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DESCRIPTION
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.TRANSCRIPT
Formic Media Seminar Series:PPC Fundamentals
Presented by:Formic Media, Inc.
www.formicmedia.com/seminars503-260-6700| [email protected]
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