RPC-Week5-PPC-Session
Download as PPT, PDF0 likes1,057 views
The document provides an overview of pay per click (PPC) advertising and Google Ads, including how to set up accounts and campaigns, conduct keyword research, optimize ad copy and landing pages, and link Google Ads to Google Analytics for reporting. It also discusses different keyword match types, capitalization of keywords in ads, refining ad groups and keywords, and using search operators.
![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](https://image.slidesharecdn.com/5-digitalinsights-ppc-googleads-111019081510-phpapp02/85/RPC-Week5-PPC-Session-31-320.jpg)
![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).](https://image.slidesharecdn.com/5-digitalinsights-ppc-googleads-111019081510-phpapp02/85/RPC-Week5-PPC-Session-45-320.jpg)
![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 ]](https://image.slidesharecdn.com/5-digitalinsights-ppc-googleads-111019081510-phpapp02/85/RPC-Week5-PPC-Session-46-320.jpg)
RPC-Week5-PPC-Session
- 1. Pay Per Click Ads
- 2. 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
- 3. Review Selection of Ads
- 4. Search: Online Marketing Courses
- 5. Search: Health Insurance Quote
- 6. Search: Mothers Day Flowers Dublin
- 8. Search: best rate hotels dublin
- 9. Search: Cheap hotels Dublin
- 10. Search: portable external hard drive
- 11. Search: Business Mobile Phone Plans
- 14. Search: I Love you flowers
- 15. New Baby Flowers
- 16. Overview of Ad System Auction View Hal Varian Introduction http://www.youtube.com/watch?v=K7l0a2PVhPQ
- 18. Pay Per Click Advertising & Google Content Network
- 19. 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
- 25. Create an account - https://adwords.google.com
- 26. Ad Campaign
- 27. Create Ad Groups, Ads, Keywords
- 29. Keyword Research
- 31. 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
- 32. Keyword Matches
- 33. Broad Match
- 34. Phrase Match
- 35. Exact Match
- 36. Negative Match
- 38. KEYWORD INSERTION Buy {Keyword:Puppies} From an Award-Winning Breeder Satisfaction Guaranteed! www.Example.com destination URL: http://www.Example.com/?kw={keyword:nil}
- 39. How it works Search query: poodles yorkies west highland terriers Ad: Buy Poodles From an Award-Winning Breeder Satisfaction Guaranteed! www.Example.com Buy Yorkies From an Award-Winning Breeder Satisfaction Guaranteed! www.Example.com Buy Puppies From an Award-Winning Breeder Satisfaction 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
- 40. Capitalistion - Search:golden retrievers Your ad's title How the ad title appears to users What part of the keyword is capitalized? Buy {keyword:Puppies} Buy golden retrievers No part Buy {Keyword:Puppies} Buy Golden retrievers The first letter of the first word only (sentence capitalization) Buy {KeyWord:Puppies} Buy Golden Retrievers The first letter of each word (initial capitalization) Buy {KeyWORD:Puppies} Buy Golden RETRIEVERS The first letter of the first word and the entirety of each additional word Buy {KEYWORD:Puppies} Buy Golden Retrievers The first letter of each word (initial capitalization)
- 41. Refining Keyword Ads Ad group name: Puppies Keywords: golden retrievers, labradors, poodles, yorkies, puppies Ad text: Buy {KeyWord:Puppies} From an Award-Winning Breeder Satisfaction Guaranteed! www.Example.com
- 42. 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 Breeder Satisfaction Guaranteed! www.Example.com Buy {KeyWord:Yorkie Puppies} Award-Winning Yorkie Breeder Satisfaction Guaranteed! www.Example.com
- 43. 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/
- 45. 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).
- 46. 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 ]
- 47. To Link Adwords to Googe Analytics
- 48. 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