![MATCH TYPES
1. Broad Match
1. Local Dentist
2. Broad Match Modified
1. Local +Dentist
3. Phrase Match
1. “local dentist open 24 hours”
4. Exact Match
1. [best local dentist]
5. Negative Match
1. -free dental work](https://image.slidesharecdn.com/firetossppcworkshop-dp-181107172424/85/Week-3-PPC-Slides-7-320.jpg)
Week 3 PPC Slides
- 1. DIGITAL MARKETING ACADEMY PPC PAID SEARCH PAID MEDIA NOV. 6TH, 2018
- 2. DIGITAL MARKETING & PAID MEDIA 1. Industry + Channels 2. Structure 3. Settings 4. Best Practices 5. Display + Programmatic Networks 6. Social Networks 7. Shopping Ads (CSE) 8. Tools & Resources
- 3. INDUSTRY • Digital now makes up 51% of US ad spending • Google Revenue Q3 2018: $33.6B • Facebook Revenue 2017: $40.65B
- 4. PAID MEDIA CHANNELS 1. SEM – Search Engine Marketing 1. Google, Bing 2. Display Advertising 1. GDN: Google Display Network + YouTube 2. Programmatic Networks 3. Retargeting 4. Native Advertising 3. Social Networks 1. Facebook/Instagram 2. LinkedIn 4. Comparison Shopping Engines 1. Google Merchant Center 2. Amazon
- 6. Search Campaign Ad Group 1 Ad Group 2 Ad Group 3 Keyword 1 Keyword 2 Keyword 3 Keyword 4 Keyword 5 Keyword 1 Keyword 2 Keyword 3 Keyword 4 Keyword 5 Keyword 1 Keyword 2 Keyword 3 Keyword 4 Keyword 5 Ad Copy 1 Ad Copy 2 Ad Copy 1 Ad Copy 2 Ad Copy 1 Ad Copy 2
- 7. MATCH TYPES 1. Broad Match 1. Local Dentist 2. Broad Match Modified 1. Local +Dentist 3. Phrase Match 1. “local dentist open 24 hours” 4. Exact Match 1. [best local dentist] 5. Negative Match 1. -free dental work
- 8. PPC METRICS 1. Impressions 2. Clicks 3. Average Position 4. CPC 5. CTR 6. Conversions 7. Quality Score
- 9. SETTINGS
- 10. BIDDING • CPC: Cost-Per-Click • Cost associated with direct result of user click your ad • CPM: Cost-Per-Mil • Cost per 1,000 impressions of your ad • Max bid & CPC • Bid Modifiers • Location, Device, Time of Day
- 11. GEO TARGETING 1. Target ads to geographic locations. Google Ads location targeting allows your ads to appear in the geographic locations that you choose: countries, areas within a country, a radius around a location, or location groups, which can include places of interest, your business locations, or tiered demographics. 2. National, State, DMA, Custom Shapes, Exclusions
- 12. AD SCHEDULING 1. Make sure your ads are showing when your customers are most likely to engage with your business! Ad scheduling or Day Parting simply lets you specify certain hours or days of the week you would like your AdWords ads to show 2. Day, Hour, 15 minute blocks
- 13. AD EXTENSIONS AdWords Sitelink Extensions. AdWords Location Extensions. Affiliate Location Extensions. Structured Snippet Extensions. AdWords Call Extensions. Message Extensions. AdWords App Extensions. AdWords Callout Extensions.
- 14. BEST PRACTICES
- 15. AD COPY • This is the language of your campaign • Position your business and qualify your traffic • Destination vs. Display URLs • Test, Test, Test! • A/B testing • Character limitations • Headlines 1, 2, 3: 30 characters • Descriptions lines 1, 2: 90 characters • Path (2): 15 characters
- 16. KEYWORD SELECTION • Research your industry, business, and competition • Understand your campaign structure and relevancy of landing pages • This is where your QUALITY SCORE exists • Leverage match types • Properly group keywords by theme “Ad Group”
- 17. QUALITY SCORE • Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions. • You can see your Quality Score (Quality Score is reported on a 1-10 scale and its components (expected clickthrough rate, ad relevance, and landing page experience) in your keywords’ “Status” column. • The more relevant your ads and landing pages are to the user, the more likely it is that you'll see higher Quality Scores. • Quality Score is an aggregated estimate of your overall performance in ad auctions, and is not used at auction time to determine Ad Rank.
- 18. TOOLS + RESOURCES 1. Keyword Planner 2. Google Trends 3. Spyfu 4. SEM Rush 5. Wikipedia 6. Adwords Editor 7. Adwords Help Center 8. Blogs 9. Certifications