Pay Per Click 101
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This document provides information on pay per click (PPC) advertising platforms and strategies. It recommends using Google Adwords as the main PPC platform due to its large user base. It describes the components of a PPC campaign including keywords, ads, landing pages, and tracking metrics like clicks, impressions and conversions. Lastly, it emphasizes testing keywords and ads and improving underperforming pages based on analytics to optimize campaign performance.
Pay Per Click 101
- 1. Pay Per Click By: Elizabeth Kulin www.KulinMarketing.com
- 2. Platforms to use The following publishers offer Pay Per Click (PPC) advertising:
- 3. Google Pay Per Click • Go to www.google.com • Sign up for a Google account 1. • Sign up for Google Adsense – the pay per client platform • At www.google.com/accounts/ManageAccount • The platform will walk through how to set everything 2. up Tip: Google is the most used search engine in the country. Therefore, it is likely to be the best PPC platform for you.
- 4. Understanding Google Adwords • The main category of the PPC group. Campaigns • Example: Jewelry • Within Campaigns, these are Keyword groups. Adgroups • Example: Necklace & Bracelet = 2 different Adgroups.
- 5. PPC Main Components Keywords Ads Landing Page
- 6. PPC Strategy Understand your PPC Goals and Objectives Create a PPC strategy to reach Goals and Objectives Build campaign Adgroup titles
- 7. PPC Strategy (cont.) Pick Keywords that have high traffic but low competition (use adwords “keyword tool”) Get buy-in from team, manager, and/or client Create campaign in Google Adwords, use Adword platform and tools (Google Adwords customer service is great for help)
- 8. Keywords When picking a keyword it is important to consider how people will search for you Campaign – Jewelry Adgroup – Necklaces Keywords – Gold Necklace, Silver Necklace Tip: Make sure the keywords are inclusive of the Adgroup keyword
- 9. Ads Inexpensive Necklace Find beautiful but affordable necklaces here. Buy now! www.jewelry.com Tip • Headline “Inexpensive Necklace” should be the same as the keyword. • It is good to pick the most popular/most clicked keyword. • The copy should relate to the campaign, benefit for the target audience, include a call to action like “Buy now!”, and end with a hyperlink url for users to click.
- 10. Landing Pages When a potential customer clicks on the ad’s url link, it brings them to a webpage, called the Landing Page. Learn more about landing pages at: www.slideshare.net/ekulin/landing-pages-1923929
- 11. Track and Measure • Use Adwords “Reporting” tab to measure the following: • Keywords & Ads • Impressions • Clicks • Conversion • Negative Keyword Report – include keywords that you do not want associated with your campaign, and do not want to waste clicks on. Tip: Cancel low performing keywords and ads and create news ones with same concept as successful keywords and ads.
- 12. Web Analytics Set up and use Google Analytics platform Track landing page clicks, bounce rates & bounce locations. Tip • ind where visitors are leaving your site and improve those F pages so you can better ensure that click pathways are followed all the way to check out. • ou can do this by measuring the traffic to the thank you page. Y
- 13. To learn more about online advertising and pay per click visit www.kulinmarketing.com