Embed Size (px)
DESCRIPTION
PPC advertising gives you the opportunity to pay for top positions on search engines and appear on relevant partner websites. This delivers instant traffic and offers many ways to compliment your existing SEO strategies by testing keywords, business models, and marketplace verticals, and it allows you to develop your overall Internet marketing strategy and any SEO plans armed with facts, not assumptions.
Citation preview
Pay Per Click Management
(PPC)
Pay-per-click (PPC) (also called cost per click) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked.
PPC
- wikipedia.org
SPONSORED SEARCH: Pay-per-click distribution tactic that displays your ads in the sponsored search results at the top, along the side, and across the bottom of search results pages for searches that relate to your keywords.
Key Elements of PPC
CONTENT PLACEMENT TARGETING: Pay-per-click distribution tactic that displays your ads alongside relevant articles such as product reviews, news articles, etc. on the Yahoo and Google distribution network.
AD TEXT: The marketing message displayed to prospective customers. An ad contains a title, description, and URL.
Key Elements of PPC
LANDING PAGE: The page on a web site where one is taken after clicking on a advertisement. While this can be any page, it is often a page designed to expand on the service or product mentioned in the initial advertisement.
CAMPAIGN: A campaign contains one or more ad groups sharing the same budget, schedule and geo-targeting criteria. A campaign is typically created to support a particular marketing goal.
KEYWORD: A word or phrase that relates to the products or services you wish to advertise. When prospective customers are looking for information related to what you sell, and they type your keywords into a search box, your ads may be displayed.
Key Elements of PPC
CONVERSIONS: The completion of an action that you value, such as a purchase, registration, or sign-up.
CLICK-THROUGH RATE (CTR): The number of clicks received divided by the number of impressions generated. Example: An ad that is displayed 100 times and receives 10 clicks has a click-through rate of 10%.
AVE CPC: Average cost per click. The average price you paid each time your ad was clicked.
IMPRESSIONS: The number of times an ad is displayed in search results or on sites.
7 Stages of PPC Management
Research Category
Plan & Structure
Copywriting
Organize Bids
Build Landing Pages
Review Performance
Amend, Tune & Test
Research your Market Category
Customers, Competitors, Keywords
The buying process
Core keywords
Long tail keywords
Website analytics
Volumes, values, margins
Conversion is key
Local vs. National vs. International
1
Plan & Structure Campaign
The Search marketing mix
Budgets
Campaigns
Ad groups
Keywords
Match types
Landing pages
2
Copywriting
Focus on Your Ad Copy
Title Body text URL
Google lets you run multiple ads
Art more than science
Look at competitors
Hire copywriter
3
Organise Bidding
Understand value of clicks
Know value of conversions
Quality Score is key
Set up a keyword match hierarchy
Bid more only when Quality Score is high
Reduce bids if conversion cost is unprofitable
4
Select & Build Landing Pages
Send click traffic to most appropriate page
Build if one does not exist
Keep the landing page simple
Focus on achieving goals
Ecommerce sales Lead generation
Eliminate distractions
Learn from successful landing pages
5
Track & Review Performance
Establish key metrics
PPC reports and analytics
Cost per click (CPC)
Click through rate (CTR)
Conversions
Cost per conversion
Cost per sale
What is target ROI?
6
Amend, Test & Tune
Look for conversion winners and replicate components
Look for blockages and eliminate
Eliminate negative terms
Test different keywords
Test different copy
Test different landing pages
Test different bid levels
7
Who are the Major Players…?
Yahoo
Keyword Targeted CPC (Cost Per Click)
More Clicks, Better Results
You set max per keyword and budget
Track Results – Conversion Tracker
Ads appear on Google.com
Google content network via AdSense program
Yahoo
Bid on keywords (auction format)
Highest bidder gets highest placement on the page
Yahoo, MSN, AltaVista, CNN, Info space
Yahoo Publishers Network Content Match (Beta)– Like Google AdSense
CONNECT WITH US
TwitterYouTube
Bangalore office
#576, 30th Main Road,Banashankari 3rd Stage,Bangalore-560070
Navi Mumbai
Gangasagar, Plot no.E-47,Near MSEB, Sector-12, Kharghar,Navi Mumbai-410210
……………………………….............
