ppc

PPC

Jade Webster

Why do PPC?

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You can reach your target consumer at the right time with the right ad.

Unlike organic search, PPC can show results very quickly.

Improve Organic SERPs See which keywords convert better

Benefits of PPC

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Rank for keywords which would be impossible for SEO Increase exposure/brand awareness Use best performing PPC Ad copy in inform your meta

information Combat negative PR Finding gaps in page optimisation

Benefits of PPC

Keyword Types

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Keyword Types

Broad Phrase Exact

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Keyword Types

BroadBroad Match Keyword Ads may show on searches for

women's hatsbuy ladies hatswomen's caps

hats for girlswomans hats

buy red hats for women

Women's hats

With broad match, your ad may show if a search term contains your keyword terms in any order and possibly along with other terms. Your ads can also show for close variations of your keywords.

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Keyword Types

Broad match modifier

By adding a modifier, your ads can only show when someone's search contains those modified terms, or close variations of the modified terms, in any order

Broad Match Keyword Ads may show on searches for Ads won't show on searches forwomen's hats helmets for women

buy women's hats women's visorsHats for women

+Women's +hats

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Keyword Types

Phrase

We'll also show your ad when someone searches for close variations of that exact keyword, or with additional words before or after it.

Broad Match Keyword Ads may show on searches for Ads won't show on searches forwomen's hats girls hats

buy women's hats women's baseball hatswoman's hatsWomen's hats

"Women's hats"

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Keyword Types

Exact

With exact match, your ads can appear only when someone searches for your exact keyword, without any other terms in the search. We'll also show your ad when someone searches for close variations of that specific keyword.

Broad Match Keyword Ads may show on searches for Ads won't show on searches forwomen's hats buy women's hatswoman's hats women's hats on sale

[Women's hats]

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Keyword Types

Negative

You can use negative match to prevent your ad from showing to people searching for certain terms. Your ad won't show if a search term contains the keyword term that you define with a minus sign (-) prefix

Broad Match Keyword Ads may show on searches for Ads won't show on searches forgirls' hats hats for women

sun hats women's hatsgirls' hats women's hats

women's baseball caps women's hats for salebuy women's hats women's hats

women's hats on sale Women's hats

-Women

-"women's hats"

-[women's hats]

Exercise: Think of some standard negative keywords to use for all campaigns

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Negative Keywords - Lists

Quality Score

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Quality Score is used to determine how relevant your keywords and ad copy are to the keyword. It can affect your overall ad group and campaign performance.

Keyword Ad Group Campaign Account

Good quality score = Low CPC& Higher Rankings

Quality Score

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Putting keywords together into ad groups, which are not relevant – will lower the quality score of the whole ad group, not just the keyword.

Relevance + Optimisation = Good Quality Score

Ideally Quality Score should be >5

Quality Score

Keywords to go for

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The first campaign you set up on a new account, will determine the Quality Score.

Branded keywords Low competition High Traffic High Relevance

Keywords to go for

Exercise: Put the following keywords in to campaigns, and ad groups

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How much for each keyword – be prepared to pay more for your keywords than your competitor

CPC

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Easily set the Max CPC for all keywords in the campaign settings:

But you can still change the CPC for each keyword

CPC

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Your competitors Max CPC = £1.50

Your Max CPC = £2.00

CPC

You will only pay Max £1.50 CPC but will have a higher ranking than your competitors

Creating Adverts

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You never know what adverts are going to work, therefore I would recommend setting up at least 3 adverts for every Ad Group. Change the campaign settings to rotate adverts evenly, and then look at their CTR.

Creating Adverts

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The headline has 25 Characters

Description lines has 35 Characters each

This makes it very difficult to fit everything in

Creating Adverts

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What you should include? The keyword at least once Call-to-Action

Tell your consumer what you want them to do Incorporate a sense of urgency Establish Credibility

Have you been in business 50 years? Are you recognized by any highly regarded associations? Any awards? Put anything you can in the ad that will solidify that you are a legitimate and trusted vendor.

Creating Adverts

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What you should include? Communicates your unique value proposition, i.e., the benefits of your offering and why people should visit your site to learn more Stand Out

Look at the key messaging in competitor’s ads and determine a way to differentiate. Consistent Messaging

Messaging should be consistent with offline advertising efforts for credibility and trust. You want prospects to recognize you again in other channels.

Creating Adverts

URL’s

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Destination URL versus display URL

Display URL has 35 characters, and should include the keyword as close as possible.

Destination URL is the page on your website.

URL’s

Exercise: Create three adverts for a keyword relevant to your brand.

Bid Adjustments

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Bid Adjustments

https://www.youtube.com/watch?v=HBicrixmC94

https://www.youtube.com/watch?v=HBicrixmC94

Ad Extensions

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Product Call Site links App Location Review Call Out Rich Ads

Ad Extensions - Manual

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Site links Site links can be 25 characters long. They must send traffic to unique URLs. Site links can be implemented at the ad group or campaign level. In any auction, a click on a site link costs the same as a click on your headline. Better CTR


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Location

One location available Your ads will also qualify to appear to users searching on Google Maps as long as you are targeting Google Search Partners Perceived legitimacy of a business with a physical location – Higher CTR


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Call On mobile devices call extensions give the option to show only your phone number

Tip: Use call scheduling to only show a phone number on your ads during open hours. Customers who leave an answermachine message have been found to only convert at 20% of the level as people who get through to a real person.


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Reviews Review Extensions allow you to incorporate a third-party endorsement of your company or product into your ad. To set up review extensions, you first need to find a review of your business that meets AdWords’ criteria:- Unique- Substantive- Within the past 12 months- From a credible 3rd party

source


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App App Extensions allow you to direct visitors to your company’s app directly from a PPC ad. However, our data shows minimal interaction with these extensions. Google seems to have changed direction on Apps, whichwill now be pushed through App promotion ads rather than with extensions.


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Rich Ads in Search Advertisers on Bing can make use of Rich Ads In Search to showcase ads on brand queries. This can come in the form of expandable videos or a company logo that runs alongside existing ads


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Product Product extensions are potentially very powerful because they show images and additional details about your goods or services on your PPC ads. Your product extensions automatically update the extensions with the current information.


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Call Out Add descriptive text to your ad to help people learn more about what you have to offer. This lets you provide detailed information about your business, including the products and services that you offer.


https://support.google.com/adwords/answer/6079510?hl=en-GB

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Consumer ratings Previous visits Social

Ad Extensions – Automatically Generated

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Dynamic structured snippets Seller ratings

Ad Extensions – Automatically Generated

Exercise: Create relevant ad extensions for the adverts you created earlier

Merging with Analytics

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Merging with Google Analytics

https://support.google.com/analytics/answer/1033961?hl=en

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Location Targeting

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Location Targeting

https://support.google.com/adwords/answer/1722043

Adding Goals

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Adding Goals

Tools > conversions

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Adding Goals

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Adding Goals - Website

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Adding Goals - Website

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Adding Goals - App

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Adding Goals - App

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Adding Goals - App

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Adding Goals - Phone

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Adding Goals - Import

https://support.google.com/adwords/answer/2998031?hl=en

Ad Scheduling

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Schedule your adverts to run at the best time, for better results.

Ad Scheduling

Remarketing

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Remarketing

Remarketing lets you show ads to people who have visited your website or used your mobile app before. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads as they browse the web, as they use mobile apps, or as they search on Google.

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Remarketing

Standard remarketing: Show ads to your past visitors as they browse

Dynamic remarketing: Show dynamic ads to past visitors with products and services they viewed on your website as they browse

Remarketing for mobile apps: Show ads to people who have used your mobile app or mobile website as they use other mobile apps or browse other mobile websites.

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Remarketing

Remarketing lists for search ads: Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website.

Video remarketing: Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites and apps.

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Remarketing

https://support.google.com/adwords/answer/3210317?hl=en-GB

Reviewing Campaigns/Ad Groups

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It is essential that you go back and check the progress of the campaigns.

Things to check: Keywords bid on Adverts – which is performing best Ad Extensions – are there some with lower CTR Ad group spend – are you missing out due to budget Goals

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Thank you

ppc

Documents

hats girls hats

women womens hats

women womens hats

caps hats

red hats

ladies hats

visors hats

hats helmets