PPC Challenge

What is PPC?

Paid Ads

Organic Results

SEO vs PPC● Long-Term > It takes time to

see organic results

● A gradual process to improve results over time

● Requires ongoing optimization

● Results continue even after work stops (budget ends)

● Instant > After setup, results are almost immediate

● Requires management to ensure budget is properly allocated (can be costly if not careful)

● Once budget is stopped, so does traffic and results

http://unbounce.com/ppc/seo-vs-ppc-infographic/

KeywordsA term on which advertisers bid to trigger their paid search ads to be shown to relevant users.

Search QueryKeyword

Acronyms, AcronymsPPC ... Pay Per ClickCPC ... Cost Per ClickCPM ... Cost Per Thousand (Impressions)CPA ... Cost Per Acquisition (or Action)CTR ... Click Through RateSEO ... Search Engine OptimizationSERP … Search Engine Results Page

http://searchengineland.com/a-paid-search-glossary-33798

AdWords

Account Management

Planning your Adwords account

Keyword Report

Message Match

http://unbounce.com/ppc/play-matchmaker-with-ppc-ads-and-landing-pages/

Gia’s Recommended ResourcesGlossary of Terms

http://searchengineland.com/a-paid-search-glossary-33798/

PPC Landing Page Elementshttp://unbounce.com/landing-page-articles/the-anatomy-of-a-landing-page/

http://webinar.unbounce.com/science-of-landing-pages-recording/

Message Matchhttp://unbounce.com/ppc/play-matchmaker-with-ppc-ads-and-landing-pages/

Jakki’s Recommended Resources(from Adwords)

Campaign & Ad Managementhttps://support.google.com/adwords/certification/topic/2799683?

hl=en&ref_topic=2799680

Budget & Biddinghttps://support.google.com/adwords/topic/3119127?hl=en&ref_topic=3119122

Landing pages & Adwordshttps://support.google.com/adwords/answer/1659694

Keyword Matching Optionshttps://support.google.com/adwords/answer/3441489?

hl=en&ref_topic=3122868&rd=1

Conversions & Trackinghttps://support.google.com/adwords/answer/1722054?hl=en

Reporting in Adwordshttps://support.google.com/adwords/certification/topic/2795215?

hl=en&ref_topic=2792638

Q&A

Go start kicking ass at http://google.adwords.com