Build Your Web Presence with PPC Advertising - PowerPoint Presentation

Slide1

Build Your Web Presence with PPC Advertising

(Pay-Per-Click)Slide2

Topics in

this module

Pay-per-click (PPC) advertising concepts

PPC campaign sequence

PPC bidding

PPC budgeting

Optimize and measure results

PPC best practices

Types of PPC ads

Social media advertisingSlide3

PPC ads appear in response to online searches

Keywords are the phases and terms used in searches

Like “digital asset management” or “outsourced IT services in Houston”

Each keyword has a “cost per click”

Expressed as a bid price to get on the first page

The more popular a keyword, the higher the bid price

You only pay for clicks

Not for your ad being displayedSlide4

Search engine results page

In this example, a search for “

small business

outsourced IT services Houston”

resulted in this page

PPC Ads

“Paid”

Organic Results

“Unpaid”Slide5

Pay-per-click advantages

Appears top of the search results

More control of prospect experience

Tailored ads to your target market

Kick-start lead generation engineSlide6

Where should you place ads?

Google has roughly 70% of the search market

Bing offers typically lower CPCs

Google (not logo)

Bing and Yahoo (not logo)Slide7

Setting up a PPC campaignSlide8

Identify keywords and variations

Keyword,

phrases, and variations

Monthly

searches

Google and Bing Keyword Planning tools

Keywordtool.io

Google “autocomplete”

Do research using:Slide9

Strategy: Which keywords to use?

Use specific keyword phrases

Outsourced IT = many searches / expensive

Outsourced IT in Houston = fewer searches / less expensive

Look at keyword variations

May have significantly different monthly searches and costs

Consider including or excluding keywordsSlide10

Calls to action (CTAs)

You need calls to action

Specific offers that will interest your prospects

Offers must be clearly understood

Multiple CTAs

Ideally, different offers to address needs at each stage of buyer’s journey

Allows you to nurture prospects along their journey

Download our case study

Test drive our free trial

Register for our webinar

Buy premium version now

Schedule

a free consultationSlide11

Set up landing pages

Landing page best practices

Provide a way to expand on the short phrases in the ad

Enable promotion of products and services via campaigns

Provide a mechanism for processing calls to action

Capture visitor contact information for further nurturingSlide12

Setting up landing pages

www.smb.co.uk/free-trial-signup

Clear call to action

Short non-intimidating user input form

No distractors or navigation off this page

Company branding used Slide13

Write and create ads

Creating a text-based PPC ad

Contains headline, body text and link to landing page

Use a keyword in the headline

Make it succinct – fits in the character limits

Include a call to action

Check competitor ads for wording

Buy Microsoft® Office 365

Ad – www.microsoft.com/Office/365‎

Subscribe to 

Microsoft® Office 365. Download and Use Now! Fast, Easy Setup.Slide14

How PPC bidding works

Pay for each click on your ad

(

Cost-per-click

or

CPC

)

Bid against others by setting the maximum cost per click

(

Max CPC: the most you want to pay for a click)Slide15

Highest bidder doesn’t necessarily win

Google or Bing’s Ad Rank algorithm decides

If your ad appears or not

Where your ad is positioned if it does appear

Different ranking signals used in determination

Ad relevance to keywords

Landing page experience and relevance

Ad format and quality (some can include phone number, directions, link to website, etc.)Slide16

Example auction

Bidder

Bid

Quality

Ad Format Impact

Bidder’s

Ad Rank

1

$4

Low

No

Formats

5

2

$3

High

Low

15

3

$2

High

High

20

4

$1

Medium

Medium

8Slide17

Example auction results

Bidder

Bid

Quality

Ad Format Impact

Bidder’s

Ad Rank

3

$2

High

High

20

2

$3

High

Low

15

4

$1

Medium

Medium

8

1

$4

Low

No Formats

5

Trainer Guidance

This is an example of the resultsSlide18

Measure PPC results

Use reporting tools to

Improve visibility, click-through, and conversion rates

See how well your campaigns are performing

See which keywords are most effective

Spark new optimization ideas

Measure return on investment

Strive for a 10x ROI on PPC spendSlide19

PPC budgeting worksheet

PPC Budgeting

Enter

your own numbers

1

How many site visitors does it take to get 1 client?

30

You may have to guess here if you don’t know.

2

How much does a client spend monthly?

$1,000

3

What is the average cost per click for your keywords?

$5.00

4

How many new clients do you want per month?

10

5

Monthly

new revenues

$10,000

Multiply value for #2 by value for #4

6

Allocate

this much for your monthly PPC budget

$1,500

Multiply

value for #1 x value for # 3 x value for 4Slide20

Different types of ads

Search ads

Typical ads shown in response to a web search on a search engine

Display network ads

Ads that appear on websites and in apps

Can be targeted to your audience

Mobile ads

Specifically formatted for mobile devices

Video adsUsually banner ads that appear during or at the beginning of a video

Buy Microsoft® Office 365

Ad – www.microsoft.com/Office/365‎Subscribe to Microsoft® Office 365

. Download and Use Now! Fast, Easy Setup.Slide21

Social media advertising

LinkedIn ads

Can target by industry, company size, location, job role, more

Offers both cost per click and cost per impression

Facebook ads

Can target specific types of users, location and other factors

Generally cost per click, but some cost per impression capabilities

Twitter ads

Helps reach people not yet following youSlide22

Review

PPC is a great way to kick-start a lead generation engine

PPC may also be a good long-term strategy

Keywords, bids, quality ads and landing pages are crucial

Measure your results consistently

Refine to optimize success and reduce costs