PPC Advertising Management Stratgies

1

• PPC SEM Tactics

2

• PPC

PPC (pay-per-click) marketing is a form of
online advertising in which advertisers accrue
costs when users click their ads. Advertisers bid
on the perceived value of a click in relation to
the keywords, platforms, and audience type in
which it originates.
3
PPC Management Company  
4
The Element of PPC

• 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.
• Content Placement 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 Or Format The marketing message
  displayed to prospective customers. An ad
  contains a title, description, and URLs

5
Continue..

• 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.

6
Continue..

• CONVERSIONS The Completion Of An Action That You
  Value, Such As A Purchase, Registration, Or
  Sign-up.
• Impressions The Number Of Times An Ad Is
  Displayed In Search Results Or On Sites.
• 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.

7
Google Adwords Basics

• Google's Advertising Product - https//adwords.go
  ogle.com
• Create Ads - Text, Image, Video
• Ads Appear on Google Search Engine and Google
  Partner Sites
• Pay for Ads when someone "clicks" on them, (ie.
  Pay-Per-Click or PPC) but there are other
  alternative bidding options in some cases. 

8
Yahoo! Sponsored Search Marketing Basics

• Yahoo!'s Advertising Product - http//advertising
  .yahoo.com/smallbusiness/ysm
• Create Ads Text
• Ads Appear on Yahoo! Search Engine and Yahoo!
  Partner Sites
• Pay for Ads when someone "clicks" on them. (ie.
  Pay-Per-Click or PPC) 

9
Microsoft Adcenter Basics

• Microsoft's Advertising Product -
  https//adcenter.microsoft.com
• Create Ads Text
• Ads Appear on Bing Search Engine and Microsoft
  Owned Sites and Partner Websites
• Pay for Ads when someone "clicks" on them. (ie.
  Pay-Per-Click or PPC) 

10

• Search Network - Best Practices

• Separate keywords into different ad groups by
  similar core words.
• Ads should be highly relevant to searched term.
• Landing Pages should be highly relevant to Ad
  clicked.
• Be more specific using "negative keyword
  matching" or other match options besides "broad
  matching."

11
Create Adgroup
Test Ad
Refine Campaign
PPC Management Process Cycle
Track Results
12
(No Transcript)
13
What can We do with PPC?1. Geo Targeting

• Select any combination of locations to target
  with your campaign.
• Countries, Territories, Regions, Cities and
  custom areas.

14
Adwords Product Extensions

• New feature that can highlight your products
  directly in your Google.com search ads.
• Your Google Merchant Center account must contain
  a product that is relevant to the searcher's
  query.
• Shows the images, titles, and prices of your
  closest matching products with your ad.
• When the user clicks a product image, they will
  be taken to the destination page listed for that
  product.

15
Smart Phone Targeting Best Practices

• Create a separate campaign that only targets
  these devices.
• Do not use Flash since most of these devices do
  not support it currently.
• Make sure your "Call To Action" is in an easily
  seen spot on the landing page since it is much
  more difficult to navigate on these devices.
• Consider shortening your conversion checkout
  process.

16

• Paid Search on the Content Network

17
How Much Would You Pay For A Click?
18
Campaigns

•  

19

• Content Best Practices

• Separate search and content - they don't play
  well together.
• Ads should distract the reader's attention.
• Use keyword themed campaigns (automatic
  placements) and general/high traffic managed
  placement campaigns to mine for targeted
  placements. 
• Start with smaller budgets.
• Run placement performance reports. 

20

• Keyword Tools
• Google's Keyword Tool
• SERP Keyword
• Keyword.io
• Placement Tools

21

• PAY PER CLICK RESOURCES

• Ad Builders (free and paid)
• BoostCTR.com
• MiniBannersZen.com
• Keyword Rockstar
• AdLab.MSN.com/Ad-Text-Writer
• Competitive Research Forecasting
• SpyFu
• Compete.com
• KeywordSpy
• Enquisite Auditor
• Adlab.MSN.com/Keyword-Forecast
• Google Insights

22
PPC Advertising Agency India