Upload
others
View
11
Download
6
Embed Size (px)
Citation preview
Pay Per Click
Pay-per-click (PPC), also known as cost per
click (CPC), is an internet advertising model
used to direct traffic to websites, in which an
advertiser pays a publisher when the ad is
clicked.
Pay per click advertising is a great way to get
visitors when you need traffic and you need it
now. But it’s risky: With poor setup or poor
ongoing management, you can spend a
fortune, generate many visits, and end up
with nothing to show for it.
Mostly 80% of website traffic begin with a
search query. Now you can imagine how
important PPC is for our websites.
Working of Pay per Click
Google AdWords is the number one PPC
advertising platform on the web. Google
gets over one billion search queries every
day.
Advertising with AdWords mean you can
pick which of those billion search queries
you want to show your ads for.
PPC advertising with AdWords is a great
way to find potential customers searching
for products and services that you offer.
Create engaging ads that entice potential
customers, and drive those customers to a
webpage on your site that creates leads or
sales for your business.
Course
Content
Module 1: Introduction to PPC
Module 2: Keyword Targeting
Module 3: Campaign Management
Module 4: Campaign strategy
Module 5: Ad types
Module 6: Landing page
Module 7: Keyword match types
Module 8: Ad- Extension
Module 9: Report Editor
Module 10: Remarketing
Module 11: Labels In Adwords
Module 12: Dynamic Keyword
Insertion (DSI)
Module 13: Ad Customizer
Module 14: Google Adwords
account set up
Module 15: Bid Management
1
Intro
du
ction
to P
PC
PPC stands for Pay Per Click, as it is a
marketing tactic in which advertiser pay a
fee each time when one of their ad is clicked.
Essentially, it is a way of buying visits for
your site.
Topic Covered:
Intoduction to PPC Basics
Why we need PPC
Importance and benefits of PPC
Google Adwords
Set up PPC campaign
Facebook ads
Bing ads network
Quality Score
Book a Demo Today by Calling
+91 9878 375 376
Or email info @ciim.in
2
Keyw
ord
Targeting
Keyword targeting involves the process of
choosing the right keywords to bid for your
campaign which most likely to result in clicks
and impressions. Here you will learn how to
select targeted keywords
Topic Covered:
What is keyword
Types of keywords
Keyword research techniques
Importance of target keywords
Select Targeted/related Keywords
Analyze Competitors keywords
Find Keywords popularity & Search Volume
Categorize Keywords in Ad groups
PPC Keywords tools and resources
Negative keywords
Book a Demo Today by Calling
+91 9878 375 376
Or email info @ciim.in
Campaign Management
1. Setup your Goal
2. Keep your target customer in mind when
writing your ads.
3. Don't mislead customers.
4. Use negative keywords
5. Target your ads
6. Don't ignore mobile users.
7. Always be testing
8. Implement conversion tracking
9. Monitor your Campaign
10. Use Remarketing Feature
3
Cam
paign
Man
agemen
t
Book a Demo Today by Calling
+91 9878 375 376
Or email info @ciim.in
Campaign Strategy
1. Test in-market audiences
2. Try out AdWords dynamic ads
3. Customize ads with real-time updates
4. Schedule ads to correspond to your sales
bandwidth
5. Don’t let competitors drain your ad budget
6. Test your way to better ROI
4
Cam
paign
Strategy
Book a Demo Today by Calling
+91 9878 375 376
Or email info @ciim.in
5
Ad
Types
Types of Ads in Adwords
Rules for writing ad copy
Dos and Don’ts of ads
Split Testing of Advertising
Ad Policy
Display Ad Builder
Call only ads
Dynamic Search ads
Book a Demo Today by Calling
+91 9878 375 376
Or email info @ciim.in
If you create a beautiful and catchy PPC ad
with an effective Call-To-Action and do not
link an appropriate landing page to it, then
all your efforts go in vain.
Topic Covered:
What is Landing page
How to improve Quality score
User experience for landing page
What is Landing Page?
Ads versus Landing Page
Important of Landing Page
Optimize your landing pages
How to Increase conversion rates
What is “Click-through-Rates” (CTRs)
Use ‘Calls to Action’
Cost/Conversion
6
Land
ing P
age
Book a Demo Today by Calling
+91 9878 375 376
Or email info @ciim.in
Keyword match types determine how closely
a user query matches with the keywords
provided by the advertiser. The keywords
are matched irrespective of their case.
Keywords types which Include:
Broad Match
Broad Match Modifier
Phrase Match
Exact Match
Negative keyword
7
Keyw
ord
match
Type
Book a Demo Today by Calling
+91 9878 375 376
Or email info @ciim.in
Ad extensions are additional pieces of
information about your business added in
your ad, like a phone number, address and
reviews.
Ad extensions are free to add to your ads,
with the usual charges for any clicks you
get.Some ad extension can be added
manually and others can be added
automatically.
As it tend to improve your ad’s visibility and
also provide more value.
Types of Ad Extension
Manual
Call, call out, review, location, snipets, sitelinks, price
Automatic
Customer ratings, last visit
8
Ad
Extensio
n
Book a Demo Today by Calling
+91 9878 375 376
Or email info @ciim.in
The Report Editor is a tool that allows you to
engage with your performance data through
multi-dimensional tables and charts.
With the ability to create these tables and
charts directly within AdWords, the Report
Editor eliminates the need to download your
data in order to thoroughly explore it.
Topic covered:
What is report editor
Benefits of using report editor
How does report editor works
How to create report
How to apply and remove filters
9
Rep
ort Ed
itor
Book a Demo Today by Calling
+91 9878 375 376
Or email info @ciim.in
Remarketing is very popular way of
advertising among PPC professionals.
As it helps you reach people who have
visited your website or used your app.
Previous visitors or users can see your ads as
they browse websites that are part of the
Google Display Network, or as they search
for terms related to your products or
services on Google.
Topic Covered:
What is remarketing
Benefits of remarketing
How does remarketing works
How to set up remarketing
10
Rem
arketing
Book a Demo Today by Calling
+91 9878 375 376
Or email info @ciim.in
Labels are a Product Listing Ad (PLA) option
which provide quick and useful way to
organize your ads and campaigns.
With AdWords Editor, you can add any
combination of labels to campaigns, ad
groups, ads, and keywords, and then filter
by label.
Topic Covered:
What is Labels
How to apply labels in campaigns, ad
groups, ads and keywords tabs.
How to apply labels in bulk
How to Filter labels
How to manage labels in adwords
11
Labels in
Ad
wo
rds
Book a Demo Today by Calling
+91 9878 375 376
Or email info @ciim.in
Dynamic Keyword Insertion, is a way for
advertisers to use the specific keyword
triggered by the user’s search query in the ad
the user is served.
To use this feature in your ads, you insert a
special piece of code into your ad text. As
creating ads with dynamic keyword insertion
makes it easier for an advertiser to create
unique ads for a large number of keywords.
Topic Covered:
Overview of Dynamic keyword insertion
How it works
Benefits of DKI
How to add code in ad text
12
Dyn
amic K
eywo
rd In
sertion
(DK
I)
Book a Demo Today by Calling
+91 9878 375 376
Or email info @ciim.in
Ad customizers adapt your ads to the real-
time context of your potential customers—
what they're searching for, where they're
browsing, what device they're using, and
when they're looking at your ad. You'll
create ad customizer data first, and then set
up ad text with customizers in each ad group
that you want to reference that data.
Topic Covered:
What is Ad Customizer
Run Remarketing sales countdown
Mix and Match customizer parameter
Bulk upload for multi-product sales
How to create ad customizer
How to Manage Ad customizers
Ad
Cu
stom
izer
13
Book a Demo Today by Calling
+91 9878 375 376
Or email info @ciim.in
Google AdWords is the single most popular PPC advertising system in the world. The AdWords platform enables businesses to create ads that appear on Google’s search engine and other Google properties.
AdWords operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements.
Topic Covered:
How to set up Account in adwords
Types of payment method
How many types of Payment mode
How to add promotional Code
14
Go
ogle A
dw
ord
s Acco
un
t
Set up
Book a Demo Today by Calling
+91 9878 375 376
Or email info @ciim.in
For automatic controlling of bids in Pay Per
click (PPC) we use Bid Management. With
a bid management tool, any number of
keywords can be managed through various
paid search providers such as Google
AdWords or Bing Ads.
Topic Covered:
Bidding Schooling
Bidding Types
First Page Bids
Top Page Bids
Automatic request
Manual Bidding
How Billing Works
Automatic Billing Process
Manual Billing Method
Billing Safety actions
Promo Codes
PPC accounting guidance
15
Bid
Man
agemen
t
Book a Demo Today by Calling
+91 9878 375 376
Or email info @ciim.in
BECOME A GOOGLE CERTIFIED
PROFESSIONAL
One training - 8 Certifications
Know your Trainers
at CIIM
10
Reasons for Choosing
CIIM
100% Practical
Knowledge
14+ years
Training
Experience
4250+
Students
Trained
Become A
Google &
Certified
Unlimited
Timings
Free Backup
And Doubt
Session
Live
Projects
100% Job
Assured
One to One
Session
1 training program and 8 Certifications + jobs assistance
For More Information
or any Query
Please Contact us
+91 9878 375 376, 7347392745
http://www.ciim.in
Address: SCO 54-55, 3rd floor,
Sec 34A, Chandigarh