ECM-PPC-Session

Pay Per Click Ads

Overview

• Review and Critique PPC Google Ads• Overview of Architecture of PPC Accounts• Carrying out Keyword Research• Creating a PPC Account and Campaign• Understanding Match Types• Linking PPC and Analytics Accounts Together

Review Selection of Ads

Online Marketing Courses - Before

Online Marketing Courses - Now

Search: Digital marketing courses

Health Insurance Quote - Before

Health Insurance Quotes - Now

Search: Mothers Day Flowers Dublin

Search: portable external hard drive

Search: best rate hotels dublin

Search: Cheap hotels Dublin

Search: I Love you flowers

New Baby Flowers

Search: Business Mobile Phone Plans

Best Deposit Rate

Im Sorry Flowers….

Overview of Ad System Auction View

Hal Varian Introduction

http://www.youtube.com/watch?v=K7l0a2PVhPQ

Pay Per Click Advertising & Google Content Network

PPC Overview• Analyse your specific market

– Use Keyword Tools

• Analyse your online and offline competitors– Keywords tools, Seo Tools, Back Links Analyser

• Create the PPC accounts– Divide the main account into sub campaigns and groups– Optimise Ad Copy, Headlines, Calls to Actions, Landing Pages – Enables highly targeted Ad Campaigns

• Create Longtail multi-word bids– Over 60% searches use 3 or more words

• Set up a Conversion points and Track• Adjust constantly to ensure optimisation

Google Adwords

http://adwords.google.com/support

Google Adwords Architecture

Create an account - https://adwords.google.com

Ad Campaign

Create Ad Groups, Ads, Keywords

Adword Performance Interface

Keyword Research

What are keyword matching options?

• Broad match: keyword Allows your ad to show on similar phrases and relevant variations

• Phrase match: "keyword" Allows your ad to show for searches that match the exact phrase

• Exact match: [keyword] Allows your ad to show for searches that match the exact phrase exclusively

• Negative match: -keyword Ensures your ad doesn't show for any search that includes that term

Keyword Matches

Broad Match

Phrase Match

Exact Match

Negative Match

Keyword Insertion

KEYWORD INSERTION

Buy {Keyword:Puppies}From an Award-Winning Breeder

Satisfaction Guaranteed!www.Example.com

destination URL: http://www.Example.com/?kw={keyword:nil}

How it works

Search query: poodles yorkies west highland terriers

Ad:

Buy PoodlesFrom an Award-Winning BreederSatisfaction Guaranteed!www.Example.com

Buy YorkiesFrom an Award-Winning BreederSatisfaction Guaranteed!www.Example.com

Buy PuppiesFrom an Award-Winning BreederSatisfaction Guaranteed!www.Example.com

Destination URL:http://www.example.com/?kw=poodles

http://www.example.com/?kw=yorkies

http://www.example.com/?kw=west%20highland%20terriers

Capitalistion - Search:golden retrievers

Your ad's titleHow the ad title appears to

usersWhat part of the keyword is

capitalized?

Buy {keyword:Puppies} Buy golden retrievers No part

Buy {Keyword:Puppies} Buy Golden retrieversThe first letter of the first word only (sentence capitalization)

Buy {KeyWord:Puppies} Buy Golden RetrieversThe first letter of each word (initial capitalization)

Buy {KeyWORD:Puppies} Buy Golden RETRIEVERSThe first letter of the first word and the entirety of each additional word

Buy {KEYWORD:Puppies} Buy Golden RetrieversThe first letter of each word (initial capitalization)

Refining Keyword Ads

Ad group name: Puppies

Keywords:golden retrievers, labradors,poodles, yorkies, puppies

Ad text:

Buy {KeyWord:Puppies}From an Award-Winning BreederSatisfaction Guaranteed!www.Example.com

More Granular Ad Group

Ad group name: Poodles Yorkies

Keywords:poodles, poodle puppies, toy poodles

yorkies, yorkie puppies, teacup yorkies

Ad text:

Buy {KeyWord:Poodle Puppies}Award-Winning Poodle BreederSatisfaction Guaranteed!www.Example.com

Buy {KeyWord:Yorkie Puppies}Award-Winning Yorkie BreederSatisfaction Guaranteed!www.Example.com

Keyword Research Tools

• https://adwords.google.com/select/AdTargetingPreviewTool

• http://www.wordtracker.com/• http://www.marketsamurai.com/• http://www.seomoz.org/keyword-difficulty/• http://www.keyworddiscovery.com/

Search Operators

• For example, [ allinanchor: best museums sydney ] will return only pages in which the anchor text on links to the pages contain the words “best,” “museums,” and “sydney.”

• [ allintext: travel packing list ] will return only pages in which the words “travel,” “packing,” and “list” appear in the text of the page.

• [ allintitle: detect plagiarism ] will return only documents that contain the words “detect” and “plagiarism” in the title

• [ allinurl: google faq ] will return only documents that contain the words “google” and “faq” in the URL, such as “www.google.com/help/faq.html

• [ restaurants inanchor:gourmet ] will return pages in which the anchor text on links to the pages contain the word “gourmet” and the page contains the word “restaurants

• [ Hamish Reid intext:pandemonia ] will return documents that mention the word “pandemonia” in the text, and mention the names “Hamish” and “Reid” anywhere in the document (text or not).

Search Operators

• [ flu shot intitle:help ] will return documents that mention the word “help” in their titles, and mention the words “flu” and “shot” anywhere in the document (title or not)

• [ inurl:print site:www.googleguide.com ] searches for pages on Google Guide in which the URL contains the word “print.”

• The query link:URL shows pages that point to that URL. For example, to find pages that point to Google Guide’s home page, enter:[ link:www.googleguide.com ]

• Find links to the Google home page not on Google’s own site.[ link:www.google.com -site:google.com ]

•

To Link Adwords to Googe Analytics

Linking Adwords and Google Analytics

• Sign in to your AdWords account at https://adwords.google.com.• Select the Reporting tab and choose "Google Analytics."• Select "I already have a Google Analytics account."• From the Existing Google Analytics Account drop-down menu,

select the name of the Analytics account you'd like to link to. If you don't see it listed, you'll need to first add your AdWords username to your Analytics account as an Account Admin.

• Keep the checkboxes selected on this page, unless you're sure you'd like to disable auto-tagging. For importing cost data, read "How can I import my AdWords cost data?"

• Select Link Account