Pay per Click.pptx - D F O G T N R A TI E E KN 3 H R T A IO...

THE ART OF DIGITAL
MARKETING
S E S
S I O N 3
Pay Per Click

CHAPTER OBJE
CTIVES
At the end of this session you will be able to:
•
Understand the key concepts, benefits, and goals associated
with PPC advertising.
•
Know how to create an AdWords account, assign access
levels, and implement a coherent campaign architecture.
•
Appreciate the importance of ad rank and quality score and
how to calculate them.
• Be able to choose the optimal keywords for your ads, which
can be delivered and scheduled in line with your bidding
strategy.
•
Learn the optimal way of crafting ad copy and landing
pages for your campaigns and how to remarket to users.
•
Configure your AdWords dashboard to suit your business.
• Segment data through a variety of reporting tools within the
AdWords interface.
•
• Align your bidding strategies with KPIs.

INTRODUCING PAY PER CLICK
Definition
The revenue model adopted by search engines whereby the
advertiser pays only when a user clicks on an ad.
Pay Per Click links are the three listings at the top of a SERP with a yellow
ad icon
beside them. Those are the product of PPC-savvy digital marketers,
reaping the benefits of high click-through rates (CTRs) by paying a
little extra!

THE PROCESS
•
Ad center
•
Reports
•
Goal tracking
•
Analysis Tools
•
KPIs
•
Review
•
Keyword search
•
Ad copy
•
Targeting
•
Delivery
•
SEM benefits
•
Ad ranks
•
Quality score
1.
GOALS
2.
SETUP
3.
MANAGE
4.
ANALYZE

STAGE 1: GOALS
• Relevance : Paid search is all about relevancy—it allows us
to reach the right people, find search queries related to our
businesses, and look for ways to solve customer pain.
• Ad center
•
Reports
•
Goal tracking
• Analysis Tools
•
KPIs
•
Review
•
Keyword search
• Ad copy
•
Targeting
• Delivery
•
SEM benefits
• Ad ranks
•
Quality score
1.
GOALS
2.
SETUP
3.
MANAG
E
4.
ANALY
ZE
•
Timing : Paid search is all about relevancy—it allows us to reach the right people, find
search queries related to our businesses, and look for ways to solve customer pain.
•
Self-qualifying Users : With PPC, users can be brought directly to your site with
minimal effort on your part.
• Cost-Effectiveness: To maximize frugality, be sure your ad delivers what it promises.
•
Control : Ultimately, the power to control every aspect of your ad campaign is the
biggest benefit paid search can offer.

GOOGLE ADWORDS RANKING FORMULA
The Google AdWords ranking formula decides where your ad is displayed in a SERP.
Your goal as an advertiser is to appear first—or at least within the top three ad results
displayed at the top of the page.

GOOGLE ADWORDS RANKING FORMULA
•
Place big on maximum amount of money you
are willing to pay when someone clicks on
your ad.