Presentation Transcript

1. Jeff McLean Paid Search Specialist Search Engine Optimization Inc. Pay Per Click Advertising March 2014 @SEOJeffe
2. Introduction What Is PPC Who knows what PPC is? Who has tried PPC Advertising? @SEOJeffe http://JeffreyMcLean.com
3. Introduction What Is PPC Pay per click (PPC), also known as paid search, is a model where advertisers place bids to serve ads on search engine results or web sites. Advertisers only pay when a viewer is interested enough to click the ad and learn more. http://www.youtube.com/watch?v=Bqn0Ng8ymKg @SEOJeffe http://JeffreyMcLean.com
4. Create A Google Account We Will Use This Later Go to http://Google.com Up right hand corner select the “Sign In” button. There should be an “Add Account” Button, then look for the “Create Account Link Fill out the information.. You can use fake information, the use of this account will solely be for this class. @SEOJeffe http://JeffreyMcLean.com
5. Introduction History of PPC Limited launch in 1998 by Overture (called Goto.com) Later became Yahoo First pay per click model Google Adwords launched in 2000 Initially Cost per thousand impressions (CPM) Moved to pay-per-click auction model in 2002 MSN adCenter launched in 2006 Now Bing Ads Yahoo partnered with Bing in Summer 2010 called “Search Alliance” Unified advertising platform supported by Bing (Microsoft) Google & Bing are now the dominant players Google: 67% US market share Bing + Yahoo: 28.6% US market share @SEOJeffe http://JeffreyMcLean.com
6. Introduction Benefits Extremely targeted Pinpoint customers as they explicitly state their demands Measurable Know exactly where every dollar was spent and what it generated Limited barriers to market for all types of businesses No minimum deposit, clicks can cost as little as $0.05 each Control messaging Quickly change ads to reflect change in price, inventory or offer Testing environment Discover which keywords to prioritize for organic optimization Identify marketing language that can be utilized in other channels @SEOJeffe http://JeffreyMcLean.com
7. Introduction Negatives? @SEOJeffe http://JeffreyMcLean.com
8. Introduction PPC vs. SEO Set-up time and costs Days vs. Months Immediate Visibility Agility Less initial cost Long term value PPC constant short-term cost Risk Effectiveness of PPC can be evaluated as money is invested Predictable costs/Stable results Pay-Per-Performance Measurability Immediate tracking and evaluation No analytics necessary @SEOJeffe http://JeffreyMcLean.com
9. Key Concepts Where Ads Display Search Google Search Google.com Google Partner Network Ask.com Bing/Yahoo Properties Bing.com, Yahoo.com Bing/Yahoo Partner Sites Facebook.com Display Google Display Network (GDN) About.com, NYTimes.com, LiveStrong.com, eHow.com Many other options also @SEOJeffe http://JeffreyMcLean.com
10. Key Concepts Ad Types Text Ads Eligible on Search Engine Result Pages and Display Network Headline – 25 characters Description – two lines of 35 characters each Display URL – 35 characters @SEOJeffe http://JeffreyMcLean.com
11. Key Concepts Ad Types Image Ads & Rich Media Ads Display network only Includes Multiple sizes 728 x 90 (Leaderboard) 300 x 250 (Medium Rectangle) 160 x 160 (Wide Skyscraper) Video Ads Eligible to serve on YouTube @SEOJeffe http://JeffreyMcLean.com
12. Key Concepts Terms & Definitions Keywords Terms or phrases that people type into a search engine when looking for something; what you target that will trigger your ads to appear Placements Websites or specific web pages targeted where your ads will appear Campaigns Top account organizational structure containing one or more ad groups Ad Groups Containers within campaigns which hold keywords, placements & ads. Impressions Occurs when an ad is displayed; each time an ad is displayed counts as one impression. No charge unless the user clicks the ad Clicks When a impression occurs and a user decides to click the ad and is taken to your website Click Through Rate (CTR) Calculated as percentage = Clicks/Impressions Higher the better; higher click through rate indicates higher relevancy Cost Per Click (CPC) The actual amount that was paid for a click @SEOJeffe http://JeffreyMcLean.com
13. Key Concepts Terms & Definitions Bid The maximum amount an advertiser is willing to pay for a click All advertisers place their bid into the auction to determine the actual CPC Quality Score A number between 1-10 based on a number of factors mostly focused on the relevance of an ad to what a user is looking for Advertisers with higher quality scores are rewarded by paying less Average Position Average place where the ad shows up in the search result page Ad Rank Ad position is determined by ad rank which is calculated by multiplying your max CPC times your quality score The ad with the highest ad rank gets position 1 and so forth First Page Bid Estimate Minimum bid required to place your ad on the first page of search results Optimization The process of making changes to improve account performance Conversion An action that has value to an advertiser such as a sale or lead submission @SEOJeffe http://JeffreyMcLean.com
14. @SEOJeffe http://JeffreyMcLean.com
15. Account Structure Campaigns A Campaign is a top level folder with settings containing one or more ad groups Settings include location, device, schedule, bidding & more Create Separate Campaigns For Search & Display Targeting Segment Product or Service Lines If you provide SEO & PPC services they should be in separate campaigns Very useful for maintenance and measuring performance Segment Top Performers High Volume and high value targeting can be segmented into a separate campaign in order to closely monitor and manage @SEOJeffe http://JeffreyMcLean.com
16. Account Structure Ad Groups A collection of ad groups form a campaign Each Ad Group should contain closely related keywords or placements 10-30 keywords per ad group is a best practice Each Ad Group should contain ads that speak directly to those keywords Every keyword in the ad group should share a common term in the ad @SEOJeffe http://JeffreyMcLean.com
17. Ecommerce Campaign Activity Go to your favorite Ecommerce website. See how the website is set up & structured. In Excel, Word, Hand written, what ever floats your boat, write down how you would set up the account structure of this website if you were doing PPC. Only focus on Account, Campaign, and Ad Group. Example: @SEOJeffe http://JeffreyMcLean.com
18. Campaign Settings Devices Desktops Typically performs well for all businesses Includes desktops and laptops Tablets Highest Conversion rate among all devices Mobile Devices With Full Browsers Good for some businesses (ex: local or call based) Poor performance for some industries such as eCommerce or B2B Many advertisers bid down mobile and some exclude it entirely Recommended to maintain some presence since many consumers begin their research on mobile and later complete the transaction on a tablet or desktop @SEOJeffe http://JeffreyMcLean.com
19. Campaign Settings Locations Country US State California Nielsen DMA Region Greater San Diego City City of San Diego Radius 5 miles around UCSD Zip Code 92009 @SEOJeffe http://JeffreyMcLean.com
20. Campaign Settings Bidding Manual Maximum CPC Set your maximum willingness to pay for a click. Best for setting individual bids based on performance Automatic Bidding Let Google maximize clicks within your budget No control over individual bids, only daily budget NEVER USE THIS!!! Enhanced CPC Raises your bid for clicks that seem more likely to lead to a conversion May increase or decrease max CPC by up to 30 percent Works with third party bidding or rules based bidding Blended between Manual and CPA Bidding CPA Bids Set you maximum willingness to pay for a conversion and let Google automatically adjust bids based on historical patterns Requires statistically significant conversion volume May perform better than manual or rules based bidding Best for campaigns with broad targeting @SEOJeffe http://JeffreyMcLean.com
21. Campaign Settings Scheduling Start & End Date Useful if the campaign is for a special promotion that expires at a specific time Hour of Day & Day of Week Scheduling Decrease bids at certain hours or go offline completely Useful if staff are not available to take calls overnight @SEOJeffe http://JeffreyMcLean.com
22. Ads Text Ads An eligible format for both search and Google Display Highlight what makes your business, product or offer unique Free Shipping, Best Service, Large Inventory Include prices, promotions, and exclusives Now Only $19.95 Through 4/7. Tell your customers what they can do “Call Today!”, “Get a Free Quote!” Include at least one of your keyword terms in your ad text Every term in your ad that matches a user search will be bolded Match your ad to your landing page Don’t send all traffic to your home page Create 2-3 ads per ad group Experiment and make incremental improvements over time @SEOJeffe http://JeffreyMcLean.com
23. Ads Ad Extensions Sitelinks Display additional links within your site Location Extensions Display your local business information Call Extensions Display your phone number Social Extensions Social Extensions Show ads with your Google+ page endorsements Seller ratings Display customer-submitted ratings information @SEOJeffe http://JeffreyMcLean.com
24. Ads Activity! For the same site you used for the Account structure activity, I want you to write 3 ads for website. Remember there are limitations on how much you can put in each spot! Hint: Try Googling the website or products and see what comes up. @SEOJeffe http://JeffreyMcLean.com
25. Product Listing Ads Connects Your Product Database to Google Merchant Center www.google.com/merchants Merchant Center connects to Adwords Set bids and targeting based on product groups in Adwords @SEOJeffe http://JeffreyMcLean.com
26. Display Targeting Contextual Matches ads to relevant sites using keywords or topics Google analyzes the content of each webpage to determine it’s central theme, which is then matched to your ad based on keywords or topics Behavioral Matches ads to users based on prior browsing history Remarketing – targeting prior visitors to the advertiser website Interests – categorization of users based on types of sites previously visited Placements The website or webpage targeted Managed Placements – advertiser has specified targeting Automatic Placements – the result of contextual targeting @SEOJeffe http://JeffreyMcLean.com
27. Keywords Intent Informational What is a red shoe? Navigational Nike.com Transactional nike shoes sale What Types Of Keywords are Best for PPC? Transactional 3+ Terms in Length @SEOJeffe http://JeffreyMcLean.com
28. Keywords Match Type Broad Red Shoes Will encompass any search string related to “red shoes” Search: crimson shoes, red sandals, red slippers, shoes Modified Broad +Red +Shoes Will encompass any search string including “red shoes” in any order Search: Who would ever wear shoes that are red? Phrase “Red Shoes” Will include search results that keep “red shoes” together Search: New red shoes Exact [Red Shoes] Will include search results that are only “red shoes” Search: Red shoes Negative -velcro Will not return results that include that term Search: Velcro red shoes @SEOJeffe http://JeffreyMcLean.com
29. Keywords Quality Score http://www.youtube.com/watch?v=fZU3UA2Grlc Historical CTR How often the keyword led to clicks on your ad Higher CTR indicates better relevancy leading to improved QS Keyword/search relevance How relevant is your keyword is to what a customer searches for Keyword/ad relevance How relevant your keyword is to your ads Keyword/landing page relevance @SEOJeffe http://JeffreyMcLean.com
30. Keywords Activity! Lets go back to that website we you were looking at. Now I want you to compile a list of all keywords that the website possibly uses in their PPC campaigns. Need help getting keywords? Ask me about the Adwords Keyword Tool. Example Keywords for Jackthreads.com: Jack threads, goodale spring suits, hillsboro brown dress shoes, pull over fleece hoodie, etc… @SEOJeffe http://JeffreyMcLean.com
31. Optimization Conversion Tracking Add conversion tracking code to the sale or lead submission confirmation page Search Term Reports Analyze search terms to identify negative keywords Ad Optimization Identify which ads lead to the best combination of CTR and Conversion rate; replicate their success with new test copy and pause the poor performers Bidding Increase bids on keywords or placements with a strong ROI and reduce bids on keywords or placements with poor ROI Campaign Settings Adjust device, location, bidding and ad scheduling settings to place ad dollars where you will get the best ROI @SEOJeffe http://JeffreyMcLean.com
32. Tools Paid Media Management Kenshoo | www.kenshoo.com Marin Software | www.MarinSoftware.com Acquisio | www.Acquisio.com DoubleClick | http://www.google.com/doubleclick/advertisers/ PPC Optimization Wordstream | www.wordstream.com Desktop Editors Google Adwords Editor Bing Ads Editor PPC Campaign Generator | http://ppccampaigngenerator.com/ Competitive Intelligence SpyFu | www.spyfu.com Keyword Spy | www.keywordspy.com Ispionage | www.ispionage.com @SEOJeffe http://JeffreyMcLean.com
33. Blogs http://www.seoinc.com/seo-blog/ http://adwords.blogspot.com/ http://community.bingads.microsoft.com/ads/en/bingads/b/blog/ http://www.wordstream.com/blog http://searchengineland.com/library/channel/sem http://certifiedknowledge.org/blog/ http://www.ppchero.com/ http://www.getfoundfirst.com/blog @SEOJeffe http://JeffreyMcLean.com
34. Books Advanced Google Adwords http://www.amazon.com/Advanced-Google-AdWords-Brad-Geddes/dp/1118194500 @SEOJeffe http://JeffreyMcLean.com
35. Certification Programs Google AdwordsCertification Training https://www.google.com/partners Bing Ads Accreditation Training http://advertising.microsoft.com/en-us/training @SEOJeffe http://JeffreyMcLean.com