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Pay Per Click Pay

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Pay Per Click Pay Powered By Docstoc
					Pay	
  Per	
  Click	
  
          By:	
  Elizabeth	
  Kulin	
  
     www.KulinMarketing.com	
  	
  
               Platforms to use


The following publishers offer Pay Per Click (PPC)
                    advertising:
                      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.
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.
PPC Main Components


     Keywords


        Ads


    Landing Page
              PPC Strategy

    Understand your PPC Goals and Objectives




Create a PPC strategy to reach Goals and Objectives




          Build campaign Adgroup titles
                 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)
                             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
                                   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.
                 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
                 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.
                    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
To learn more about online advertising and pay per
        click visit www.kulinmarketing.com

				
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