PPC Basics by Jaime Allyne of PointIt
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JAIME ALLYNE CLIENT MANAGER, POINT IT PPC: BETTING AND WINNING LIKE THE BIG BOYS
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Transcript of PPC Basics by Jaime Allyne of PointIt
J A I M E A L LY N EC L I E N T M A N A G E R , P O I N T I T
PPC: BETTING AND WINNING LIKE THE BIG BOYS
AGENDA
What is PPC?
Why should I use PPC?
What can you do
with PPC?
Best Practices
and Strategies
WHAT IS PPC?
WHAT IS PPC?
• Pay-Per-Click (PPC) Advertising• Managed through Google AdWords• Bid on keywords• Ad position is based on an auction
• Structure• Campaigns, Ad Groups, Ads, Keywords
GLOSSARY OF PPC TERMS
• Impressions
• Click through rate (CTR)• Cost Per Click (CPC)
• Conversion
• Conversion Rate• Cost Per Conversion
(CPA)
→ Clicks/Impressions
→ Cost/Clicks
→ Conversions/Clicks
→ Cost/Conversions
WHY USE PPC ADVERTISING?
A FEW REASONS
•Control•Real Estate•Competitors•Measureable
A FEW REASONS
•Control•Real Estate•Competitors•Measureable
WHAT CAN YOU DO WITH PPC?
MATCH TYPES
MATCH TYPES
Broad “Phrase” [Exact]
• Black Cat• Broad: Black and Brown Cats• Phrase: Lost Black Cat• Exact: Black Cat
• Negatives• Negative: -lost
SETTINGS TABGEOTARGETING
SETTINGS TABDEVICE TARGETING
SETTINGS TABAD SCHEDULING & AD ROTATION
SETTINGS TABDISPLAY NETWORK
Image Ad
Text Ad
REPORTING
REPORTING
• Search Query Reports• Adding negatives
and new keywords
• Monitoring Performance & Identifying Problems• Filters• Ex: Filtering all keywords that contain the brand term• Ex: Filtering all keywords that are spent more than $50 and got
zero conversions
• Segments/Dimensions Tab• Ex: Look at “Day of Week” aggregated data to find patterns
AD EXTENSIONS
AD EXTENSIONS
• Sitelinks• Product Extensions• Location Extensions• Phone Extensions
REMARKETING
BEST PRACTICES AND STRATEGY
BEST PRACTICES AND STRATEGY
•Set up structure to mimic your website•Use conversion tracking•Test, Test, Test•Don’t over optimize
