PPC Basic Guidelines

Pay Per ClickEasy Way of Making Money ,Working Hard

Wat is Online Marketing?Online marketing, also referred to as web

marketing, or internet marketing is the marketing of products or services over the Internet or World Wide Web. The interactive nature of Internet marketing, both in terms of providing instant response and eliciting responses, is a unique quality of the medium.

Mainly divided into two parts: - SEO (Organic Listings) - Paid Listings (PPC, PPM, Pay Per Action,

Banner, etc)

Organic Search vs Paid ResultsOrganic search results refers to those

listings in search engine results pages that appear by dint of their relevance to the search terms, as opposed to their being adverts.

Paid search results refers to purchasing visitors or "clicks" from a search engine or a website. It further consists of PPC, PPM, Affiliate Marketing, Banner Ads, Pay Per Action, etc.

3ree Parts of a Search

1. Searched keywords

2. Pay-Per-Click Adverts - this is where you advertise

3. Organic or Natural search results

PPC or Pay Per Click

What is PPC? - Pay per click (PPC) is an Internet advertising

model used on search engines, advertising networks, and content websites, such as blogs, where advertisers only pay when a user actually clicks on an advertisement to visit the advertiser’s website. Advertisers bid on keyword phrases relevant to their targeted market.

PPC PlatformsGoogle AdwordsYahoo Search marketingMSN AdcenterASK JeevesMIVA7searchLycosFind What

Glossary

ImpressionsClick Through Rate (CTR)Cost Per ClickReturn on Investment(ROI) / Cost Per

Lead(CPL) / Return on Ad Spend(ROAS)

Why PPC?

WHY PPC?Local Targeting – “ Geographic Targeting”Giant Audience – Billion of searches vs

Billions of $ per monthPPC can be used to test the interest of a new

product or a new servicePay only for targeted interest – Every click

can be viewed as a potential saleGet instant visibilityEntering cost is smallGo Green – No Paper Wasted

How it Works?

Getting Started

Set aside a PPC budgetTake the time to

PlanResearchSetupExecuteTrack Results

Starting up the Campaign

Organizing the Campaign

Some tips – keep it relevantKeywords - Select only keywords that make sense and will

bring you qualified traffic - Find keywords on your website, your competitor

s, keyword suggestion tools likehttp://freekeywords.wordtracker.com/http://adwords.google.com/select/KeywordToolExternalAdcopy - Include keywords in the title and descriptionLanding pages - Make sure you take the visitor from PPC to

relevant webpage on your website

Some more TipsAdvertising Options:- Search Network- Content NetworkDepends on the type of product you are promoting.

Usually it is suggested to run the campaign on Search Network mode.

Add negative keywords eg: JobTry changing the bids if the adcopy is ranking too low

Tips to maximize ROIGreat Ad CopyKeyword Specific Landing PagesTry to use Long Tail KeywordsImprove ConversionsContinually Track What’s Going On

ConversionsAny interaction that you want to trackValuable events like:

Product PurchaseForm CompletionWhite Paper DownloadEvent RegistrationInquiry

Landing pageCall to actionNavigation – Limit, can distractMerchandising

Local, Geography, SeasonMicro-site

Self contained site just for the offer

Landing Page ConversionA/B TestMultivariate Testing - OffermaticaTrack visitors from Ad to LandingLanding to Next Step and beyondGoogle Conversion TrackingUse a Good Metrics Program Like

Webtrends, Click Tracks, Net TrackerUrchin (Purchased by Google)

Key Performance Indicators

ImpressionsClick

Through RateConversion

Rate

Cost Per LeadOR

Return on Ad Spend

Measure if your website is ready?Must have’s:

Good Tracking Software - Google Analytics (Free) - Clicktracks Goals - Lead Generation - Easy to fill out online contact forms - PPC (or Online )targeted phone numbers Consumer-ready website - Easy to navigate - Topic Specific Landing Pages

Thank you