Sem for PPC Introduction - Sam Owen at IU
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Transcript of Sem for PPC Introduction - Sam Owen at IU
An Introduction to PPC Advertising
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Today’s Class
• What is PPC?• General principles• How to get into PPC• Technicalities/Specifics• Creating a strategy• Measuring success• Ethical issues
What is PPC?
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An Introduction to PPC
PPC stands for “Pay Per Click” Marketing.
Differentiates from traditional media buys, where you pay for a number of impressions, be it in a magazine, a TV ad, or on the internet.
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Acronym Jungle
• PPC• CPC• CPM• SEM• C/R• CTR• CPA / CPL
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Acronym Jungle
• PPC – Pay Per Click• CPC – Cost Per Click• CPM – Cost Per Mille (Thousand Impressions)• SEM – Search Engine Marketing• C/R – Conversion Rate• CTR – Click-Through Rate• CPA / CPL – Cost Per Acquisition / Lead
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Search Network Ads
Paid Ads
Organic Results
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Search Network Ads
Largest US Search Engines:1. Google2. Bing3. Yahoo4. Ask5. AOL
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Search Network Ads
Largest US Search Engines:1. Google – 66.7%2. Bing – 17.9%3. Yahoo – 11.4%4. Ask – 2.7%5. AOL – 1.3%
Source – comScore Core Search Share Report July 2013
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Display Network Ads
Display / Image Ads
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Display Network Ads
Display / Image Ads
Google Display Network:• 180 Billion Monthly Ad
Impressions• $3 Billion per quarter revenue• 0.1% CTRs• $0.75 average CPC• About 20% of online conversions
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Where our clients’ money goes
85%
8%4% 3%
Google AdWordsBingFacebookOther
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Top AdWords Spenders
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Search Engine Marketing
Branches of SEM:• PPC – Pay Per Click• SEO – Search Engine Optimization• CRO – Conversion Rate Optimization• Social Media – Twitter, Facebook etc.
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SEO
• Search Engine Optimization is the process of trying to get your website to rank higher on Google (or other search engines)
• The higher you rank, the more people come to your website
• The more people come to your website, the more money you make
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SEO
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CRO
“Conversion Rate Optimization” is a name given to the process of making a website generate more conversions from existing traffic.– CRO is Amazon’s bread and butter
Spend/CPC * Conversion Rate = Leads
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Social Media
• Reaching out to customers & forming relationships
• Improving brand awareness and reputation• Working as a backup customer service
• Not the same as advertising on Facebook or Twitter, which still falls under PPC.
General Principles
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PPC
• Ads• Bids• Targets– Keywords– Websites– Location– Time– Device
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Ad Rank
Why does this ad appear above that ad?
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The Auction
Source: http://searchengineland.com/new-adwords-ad-ranking-formula-what-does-it-mean-174946
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The Auction
Source: http://searchengineland.com/new-adwords-ad-ranking-formula-what-does-it-mean-174946
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The Auction
Source: http://searchengineland.com/new-adwords-ad-ranking-formula-what-does-it-mean-174946
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What Is Quality Score?
PPC Specifics
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Account Structure
My Client CenterAccount
CampaignsAd Groups
Keywords & Ads
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Keywords
• How you actually target users searching Googleo [exact match]o “phrase match”o +broad +matcho -negative match
• Search Query =/= Keyword
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Keywords
• How do we know which keywords to bid on?– Common sense / brainstorming– Use tools like the Google Keyword Planner
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Bids
• Bid on a keyword level• Set bids to maximize clicks on keywords that
drive sales/sign ups• Use different tools to help us set bids:– Excel– Automated Software– AdWords Rules
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Bids
Calculating a bid:• Bid = Target Cost Per Lead x Conversion Rate
Example: The keyword [ppc management company] has a conversion rate of 0.5% and a lead is worth $200 to Hanapin.
Our bid should be $200 x 0.5% = $1
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Bid Adjustments
• Time of day– Reduce bids 50% from midnight to 6am
• Device Type– Reduce bids 10% for mobile users
• Geography– Increase bids 25% for users within 50 miles of
Bloomington, IN
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Ads
High click-through rates = good Google Quality Scores
Temptation to overpromise = low conversion rates
Need to find the middle ground:• A good hook (such as a catchy headline)• Proof• Trust• Benefits
Create a feature/benefit matrix
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Ads
A Google Search ad:• Has a 25 character headline limit• Two 35 character description lines• One 35 character Display URL• One 2048 character Destination URL
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Ads
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Which ad did better?
Source: http://boostctr.com/blog
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Which ad did better?
200% Higher
CTR
Source: http://boostctr.com/blog
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Which ad did better?
Source: http://boostctr.com/blog
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Which ad did better?
50% Higher
CTR
Source: http://boostctr.com/blog
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Which ad did better?
Ad A Ad B
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Which ad did better?
Ad A Ad B
57% Higher
CTR
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Ad Testing
Measuring Success
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Key Performance Indicators (KPIs)
What is the goal of your account?1. Direct Response2. Brand Awareness
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Key Performance Indicators (KPIs)
Typical Direct Response KPIs:• Conversions• Cost Per Conversion (CPA)• Revenue• Return on Ad Spend (ROAS)• Leads• Return on Investment (ROI)
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Key Performance Indicators (KPIs)
Typical Brand Awareness KPIs:• Impressions• Clicks• Bounce Rate• Average Time On Site
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Conversion Tracking
• Conversions are typically tracked as a pageview of an important page
• Placing a small code snippet on these pages• Phone tracking systems link back to custom
tags
Creating a Strategy
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PPC Strategy
What is the goal of your account?1. Direct Response2. Brand Awareness
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Budget?
How much money do we have for PPC?1. Unlimited as long as hitting goals?2. Limits set by client for overall spend3. Divide up budget to promote more profitable
campaigns
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Market
Google Trends:• Seasonality• Long term
How much are CPCs? What do you expect your Conversion Rate to be?
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Goals?
Sales?Calls?Sign Ups?Free Trials?Twitter followers?
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Marketing Mix
Where does PPC fit into the company’s overall marketing plan?• Main driver of traffic• Ancillary source of sales
Ethical Issues?
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Retargeting
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Retargeting
• When you visit a site, you get a Google cookie• Advertisers can use that cookie to show you
ads on the Google Display Network (Google Remarketing) and Google Search Network (Remarketing for Search)
• Remarketing is popular because it normally has crazy good ROIs
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Data Privacy
• Websites can track data through tools such as Google Analytics
• Access to search data is anonymous but intrusive
• What stats do sites keep about you?• Tends to be overblown with the media -
Analytics data is anonymous and most advertisers don’t care about an individual user, so much as the overall trends.
Advice for getting into online advertising
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My Background
• History degree from University of Warwick• Job through a friend. Had never heard of PPC
or SEO until then• Big fan of the PPC Hero blog• Moved to US in 2011 – joined Hanapin a few
months after
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Read Blogs!
There are no experts in online advertising:
• searchengineland.com• adwords.blogspot.com• ppchero.com• moz.com/blog (SEO)• boostctr.com/blog (ad copy)• 3qdigital.com/blog• www.clixmarketing.com/blog• Book – Advanced Google AdWords – Brad Geddes (available on Amazon)
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Become a master of Excel!
• 90% of PPC Analysis can be done with Pivot Tables
• Building out accounts is mostly done with Excel & AdWords Editor
• Writing ads mostly done in Excel so we can use =LEN( function to make sure we don’t go over character limits
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Get Certified
Google Certified PartnersGoogle AdWords Qualified Professional Exams• One fundamentals exam• One specialist exam
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