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Marketing Lecture Series presentation done at Brigham Young University on Digital Marketing.
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Digital Marketing – Pay Per Click
Presented by: Ryan Mower
Presentation Outline
Paid Advertising Channels
(Networks, Remarketing, & Social) 12345
Google AdWords
Social Media Advertising
PPC Business Strategy
The Future of PPC
Networks• Search Network
– Google• Search Partners• AOL.com• Ask.com• CNN.com
SERP = Search Engine Results Page
Networks
• Display Network
Publishers Advertisers
Display Network
Remarketing
• Re-Engage people who are interested in your product or service.
Social Media
AdWords
• Google’s main advertising product & main source of revenue.
• Google’s advertising revenues in 2012 were $42.5 Billion. Total revenue for 2012 $50.2 Billion.
AdWords Account Structure
Ad Groups
Example Account Setup
Best Shoe Company
Red Shoes
Blue Shoes
Green Shoes
Gray Shoes
Account
Campaigns
Kwds Ads Kwrds Ads Kwrds Ads Kwrds Ads
AdsHeadline – 25 Characters Line 1 – 35 CharactersLine 2 – 35 CharactersDisplay URL – 35 CharactersDestination URL
Product Listing Ads (PLA’s)
Social Media Advertising
Social Media Advertising
Digital Marketing Business Strategies
What type of business are you?• e-commerce: only online, physical location & online• Service• Locally Targeted• Nationally Targeted
What are you selling?• Products or Services
Who are your customers?• Target Market
Digital Marketing Business Strategies
What do you want to accomplish with a Digital Marketing advertising campaign?• Increase Website Traffic• Sell Sell Sell• Increase Leads• Increase Brand Awareness
What advertising channels are you going to use?• Google, Bing, Facebook, Linkedin, Remarketing, etc.
How are you going to measure your results?• What are the goals?
Future of Digital Marketing
• It’s going to be huge!!!• Online marketing industry is adjusting to a
digital marketing industry.• Online Marketing: SEM which includes SEO,
PPC (Paid Search)• Digital Marketing: Online Marketing, Social
Media Advertising, Social Media Management, Reputation Management, Email Marketing, Content Marketing, and more
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