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Digital Marketing Essentials #gianttalks @anthonyklokkou
An Intro to PPC
Your customers don’t go online anymore…They live online
You can be there with PPC
What is PPC & how does it work?
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What is PPC?
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What is PPC?
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- PPC = Pay Per Click
- Pick words/phrases your customers are searching
- Set what you are willing to pay per click & a daily budget
- Create ads
- Go live and review
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What is PPC?
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- How much do I pay in the auction?
- Google calculates your actual CPC (Cost per click) based on a number of factors
- The key is to be thinking about:
- Relevancy
- Targeting
- Goals
Bid
Quality Score
Relevancy
Click Through
Rate
Load Speed
Competition
The benefits of PPC
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
PPC Strengths
- Fast to setup
- Flexible
- Easy to learn… difficult to master
- Huge amount of control
- Be in the moment
- Can be switched on or off
- Google rewards relevance
- It’s progressive
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
PPC Weaknesses
- It costs per click and easy to spend a lot of money quickly
-Google doesn’t really help you out in that regard
-Lots to learn, it changes quite regularly
- It can be competitive
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Key Strategies & Optimisation
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Key Strategies
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How to get clicks for Less?
Relevancy
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Key Strategies
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Provide the user with a great experience
Google will reward you
The customers will reward you
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Key Strategies
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£14
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Key Strategies
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Shoes
ShoesAds
Shoes
adgroup
Red shoes
Red shoes
Red shoes
adgroup
red converse trainers
red converse trainers
red converse trainers
adgroup
Landing page
Keyword
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Key Strategies
-Don’t ignore the other engines
-Higher Conversion rates & lower CPCs
- Build on Google
- Expand to Bing/Yahoo
-Chinese & Russian markets
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Optimisation
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Optimisation
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Ad 1 Ad 2
TrafficIncrease relevancy with landing page & Adcopy testing
Page 1 Page 2
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Optimisation
-Adwords Editor
-Offline management
-Quicker and easier
- Can back up the account
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
-Ensure you break the account out
- Remove the poor performing bits
-Allow more budget to go to the better performers
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Average performance
Good performance
Bad performance
Great performance
Great performance
Ok performance
Best performance
Best performance
Best performance
Best performance
Stage 1
Stage 2
Stage 3
Stage 4
Optimisation
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
-SQR’s help you find new terms
-What your customers are actually typing in
- Improve relevancy
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Optimisation
-Relevancy is critical
-As is the account structure
-Landing pages & copy testing
- Search Query reports & data
- Think about your customers motivations
Thank you for listening
Any questions?
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Next Talks
-Next talks today
-Making the most of a Responsive Site - 2.40pm
-An Intro To Pay Per Click - 3.20pm
-Further events
-Get social Kent 29th October at Canterbury College
-GIANT talk 17th November at Hazlitt theatre, Maidstone
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Giant Talks
Our next GIANT talk is…
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It’s FREE!WHEN? Tuesday 17th November, 9:00am - 12:00pm WHERE? The Exchange Studio, Hazlitt Theatre, Maidstone
Limited spaces, book by speaking to one of us or email: robyn@sleepinggiantmedia.co.uk
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