ppc training
DESCRIPTION
A comprehensive guide on the world of pay per click or SEM detailing the different advertising formats.TRANSCRIPT
PPC Training
What?
What is Pay Per Click? Pay Per Click or PPC is an internet
advertising model used to drive traffic to websites, in which advertisers only pay each time a user clicks on your advert on Google or Yahoo or any other search engine/website
PPC Advertising on Google :
Why?
Why PPC?Heat Map
Why PPC?• Makes up for companies without organic
rankings• Cheaper than SEO in short run. • Can be implemented in few hours• Geographical targeting is possible• Control over cost • You only pay for actual clicks• Measurable Results
Search Engine Market Share
Difference ?
PPC vs SEO
GoogleSearch
Organic Results Paid Search Results
• SEO is free• Takes months to see changes in
search results rankings• Long term and cost effective
• Results Determined By:1. On Page Factors2. Off Page Factors
• Advertisers are charged for each click
• PPC results are faster & instant
• Instant results but costly
• Results Determined By:1. CPC bid2. Quality Score
Understanding Google Network
Google Network
Search Network Display Network•Google Search, Google Shopping, Google Maps, Google Images, and Google Groups.
•Search sites that partner with Google (search partners), such as AOL
•Can display only Text Ads
•Focus: Conversions
•Google sites (like YouTube, Blogger, and Gmail) and thousands of partnering websites across the Internet
•Ads are also displayed on Parked Domains & Error Pages
•Can display Text, Image, Rich Media, and Video Ads as well
•Focus: Awareness
Google Display
Network Ad
Parked Domain
Text Ad via Google Display Network
Adwords Account Structure
Account Structure
Account
• Password: Change in password for your Adwords account changes password for all your Google products.
• Time Zone: Can be set only once, when you create your new account. Be careful with this. It affects your reports, statistics, and billing.
• Currency: The currency you want to set your bids and pay your bills in.
Campaign
Campaign• Campaign is the first level of the AdWords
structure.
• It defines the:Bidding & BudgetLocation & LanguageNetwork & DeviceAd ExtensionsStart & End DateAdvance settings
• A campaign consists of one or more ad groups and each ad group has a set of ads and keywords.
How to create a new campaign
Adgroups• An ad group contains one or more ads which target a
shared set of keywords. We set a bid, or price, to be used when an ad group's keywords trigger an ad to appear.
Adgroup 1
Adgroup 2
Adgroup 3
Keyword 1.1
Keyword 1.2
Keyword 1.3
Keyword 2.1
Keyword 2.2
Keyword 2.3
Keyword 3.1
Keyword 3.2
Keyword 3.3
How to create new Ad Group
Keywords
Keywords• Keywords are words or phrases you choose to match
your ads with corresponding user search terms and relevant web content on the Google Network.
• Choose keywords that:
Have sufficient traffic (searches per month)
Have Sufficient competition (want customers already buying)
But Not too much competition (hard to rank)
Bid prices are reasonable (Avg. CPC)
Keyword research and keyword tools
Over 80% of all online transactions begin with a keyword search. To compete, you need to target all the relevant keywords.
Use following keyword tools to perform advanced keyword research:
Google keyword Tool
Google Keyword Match Options
Broad Match This is the default option. If your ad group contains
the keyword ‘red flowers‘, your ad would be eligible to appear when a user's search query contained either or both words (‘red' and ‘flowers') in any order, and possibly along with other terms.
• Your ads could also show for singular/plural forms, synonyms, and other relevant variations. E.g.
Broad Match : red flowersSearch Query Google
Red Yes
Flower Yes
Red flower Yes
Red flowers Yes
Buy red flowers Yes
Flowers that are red Yes
Red roses Yes
Phrase Match If you enter your keyword in quotation marks, as in “red
flowers”, your ad would be eligible to appear when a user searches on the phrase red flowers, with the words in that order. It can also appear for searches that contain other terms as long as it includes the exact phrase you've specified.E.g.
• Phrase match is more targeted than broad match, but more flexible than exact match.
Phrase Match : “red flowers”
Search Query Google
Red No
Flower No
Red flower No
Red flowers Yes
Buy red flowers Yes
Flowers that are red No
Red roses No
Exact Match• If you surround your keywords in brackets such as [red flowers] your
ad would be eligible to appear when a user searches for the specific phrase "red flowers’ in this order, and without any other terms in the query. E.g
• You likely won't receive as many impressions, clicks, or conversions with exact match as you would with broad match. However, if you've carefully constructed a comprehensive keyword list, the traffic you do receive may be more targeted to your product or service.
Exact Match : [red flowers]Search Query Google
Red NoFlower No
Red flower NoRed flowers Yes
Buy red flowers NoFlowers that are red No
Red roses No
Negative Match• If you put “red roses”in negative keyword, then your ad will
not appear for any searches that contain the word ‘red roses’. E.g.
• Negative keywords are especially useful if your account contains lots of broad-matched keywords. It's a good idea to add any irrelevant keyword variations you see in a Search Query Performance Report or the Keyword Tool as a negative keyword.
How to add keywords
Ads
Format Description Main benefits
Text Words only. Quick, reaches customers on Google SE
Ad extensions Extends your ads with more information, such as additional links to your website, store address, or phone number.
Additional details and contact information, increase ad relevancy to customer.
Click-to-download mobile app Drive app downloads with click-to-download ads.
Send your customers straight to an online app store, such as Google Play Market or the Apple App Store. Product Listing Ads Text ads that contain
product features and pricing information. Goes to a product purchase page on your website.
Encourage your customers to learn about the products that you sell before they click to your website.
Format Description Main benefitsWAP mobile Create text or image ads for
WAP mobile devices.Connect with customers on-the-go, targeting your ads based on their location.
Video Audio visual ads that show online. Run standalone video ads or insert them in streaming video content.
Deliver a rich and engaging experience to customers.
Image Static or interactive graphics. Animated ads in .gif and Flash format can be used.
Visual, appealing. Reach customers on websites that partner with Google.
Text Ads
• Text ads, the simplest version of a clickable message, contain three components: a headline, display URL, and a description. Let's look at the components of the sample ad below:
• Text ads in Google AdWords must meet the following length requirements:
How to Create Text Ads
How to change display and destination URL
Ad Creation TipsHighlight what makes your business, product, or offer uniqueInclude prices, promotions, and exclusivesTell your customers what they can doStrong verbs like Purchase, Call today, Order, Browse, Sign up, or Get a quote tell your customers what they can expect to do when they arrive at your website.Include at least one of your keywords in your ad textMatch your ad to your landing pageMake sure the promotions or products in your ad are included in that page. If visitors don't find what they expect to see when they reach your site, they might leave.Appeal to customers viewing your ad on a mobile deviceUse call extensions or location extensions ExperimentCreate three to four ads per ad group, trying out different messages to see which performs the best with your customers. AdWords can automatically show the better-performing ads within an ad group more often. This removes the guesswork and lets you build on what you've learned from your experiments.
Display Network
Creating a Display Network campaign
Ad placement in Display Network
• Keywords Ad placed by Google by correlating keyword with Context of the
page
• TopicsAd placed by Google by correlating Ads with Topic of the page
• Managed PlacementsYou choose on which webpage, online video, RSS feed, mobile site, apps to place the ad.
• Interest CategoriesYou select the ‘interest’ that your target audience is liekly to have, thus indicating Google to show ads to people with those interest
• Excluded placementsWorks like ‘negative keyword’
• Keyword + Placement:Adwords will show your ads only on the sites you specified. However on these sites, it will show ad only on those pages which match your keyword.
e.g You are selling Tennis shoes. You include TOI website in your managed placement. However you wish to restrict your ad to only the sports section of the website. In this case, adding sports as a keyword will help you achieve your target.
Note: Placement will not affect ad display in Search Network
How to use Display Ad Builder
Bidding
Bidding Options
CPC bid• Goal: - Generating clicks
• Automatic: Google sets it automatically. You only specify daily budget.
• Manual: You can specify maximum CPC in 3 ways• Ad group CPCs: Set the same max CPC for all
keywords in one ad group. • Keyword-level CPCs: Set a separate max CPC
for each keyword in an ad group. • Placement-level CPCs: For Display Network
you can set a CPC for each placement if you like.
How to decide CPC bid amount?
• Factors you know:Your profit marginYour advertising budget
• Tools AdWords provides you:Bid Simulator - runs "what-if" scenarios like, "How
many more impressions would I get if I raised my bid by $0.10?"
Traffic Estimator - shows you how often some keywords get searched, and gives you cost estimates at a glance.
First-page bid estimates - helps you see how much you may need to bid to put your ad on the first page of Google search results.
How to set CPC bid
CPM• Goal:- Creating Brand Awarness
• Automatic: Google sets it automatically. You only specify daily budget.
• Manual: You can specify maximum CPM in 2ways• Ad group CPMs: Set your max CPM at the ad
group level• Placement-level CPMs: You can set a CPM bid
for each placement if you like.
How to change your Bid type
ECPCEnhanced CPC• You set your CPC bid
• Adwords tracks your conversion via ‘conversion tracking’ and generates data about which clicks are more likely to convert into sales/ acquisition
• Using this data Adwords adjust your bids for each Ad auction that occurs
• For Keywords/Ads likely to generate more sales, Adwords adds maximum up to 30% to your CPC bid so to have a better chance of winning the auction
Budgeting• Set at Campaign level
• Set for daily basis (how much you want to spend in a day)
• Cost exceeds budget? AdWords seeks to maximize ROI. If on certain days search traffic is higher it shows your ads more often on those days. This can lead to actual cost exceeding the daily budget you specified. However this excess is capped at 20% of your daily budget.
How to Edit your Daily budget
Campaign - “Limited by Budget”
• Lower your bids to optimize CPC
• Try automatic bidding by AdWords
• Change deliver method from ‘Accelerated’ to ‘Standard’
• Find your campaign’s recommended budget and explore if you can meet it
How to find your Recommended budget
Position Matters for PPC
Ad position is determined by “bids” plus relevancy factors.
Keyword Bid Keyword and Ad Copy CTR Landing Page Quality Other Relevancy Factors
How Ad Rank is Determined
Quality Score
Google Quality Score It is about meeting users
expectations by being the most relevant. It is “a dynamic variable assigned to each of your keywords”
Reward for high quality score:
Lower Bid prices Penalty for low quality
score: Deactivated keywords
or jacked-up bid prices
Quality Score and its impact
A Quality Score is calculated every time your keyword matches a search query i.e. every time your keyword has the potential to trigger an ad.
The AdWords system calculates a 'Quality Score' for each of your keywords.
The higher a keyword's Quality Score, the lower its cost-per-clicks (CPCs) and the better its ad position.
Quality Score for Google and the Search Network depends on the following factors:
The historical click through rate (CTR) of the keyword Your account history The display URLs in the ad group The quality of your landing page The relevance of the keyword to the ads in its ad group
• Quality Score
Landing Page
Landing Pages Matter Exceed expectations & achieve objectives by:
Targeted landing pages – keyword optimized, remember:• Keyword Ad copy Landing Page
• Other Elements Relevant & pleasing to the eye
Limited site navigation Minimize depth of website
Clear call to action Simple data forms to capture information Testimonials or other social proof Tell users what to do – specifically!
Boilerplate: Terms and Conditions Privacy Policy Contact Us – telephone number and physical address
• Sealing the deal with right landing page
Remarketing
• Google Remarketing Video
Spread of Adwords
