Docstoc

Pay-Per-Click

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



 Google - Search (SEO) & Contextual (Adsense)
 Yahoo - Search (SEO) & Contextual (Adsense)
 Bing - Search (SEO) & Contextual (Adsense)
 Facebook - Search (SEO) & Contextual (Adsense)
                 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
      2.             •  The platform will walk through how to set everything 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 the Adwords Platform


  There are
              • The main category of the PPC group
      -         (Example: Jewelry).
  Campaign
  There are   • Within Campaigns, these are
      -         Keyword groups (Example: Necklace
                & Bracelet = 2 different Adgroups).
  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

Campaign – Jewelry

Adgroup – Necklaces

Keywords – Gold Necklace, Silver Necklace



     Tip: Make sure the keywords are inclusive of the
                   Adgroup keyword
                               Ads

                    Cheap Necklace
Find beautiful but affordable necklaces here. Buy now!
                  www.jewelry.com


                                 Tip

•  eadline (“Cheap Necklace”) should be the same as the keyword.
 H
• t is good to pick the most popular (most clicked) keyword.
 I
•  he copy content should relate to the campaign, benefit for the target
 T
audience, and include a call to action (Buy now!), as well as a response
method (the url link).
                  Landing Pages
When a potential customer clicks on ad’s url link, it brings them
            to a webpage, called the Landing Page.




         Learn more about landing pages at:
        hwww.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 pages to better ensure
  F
  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

				
DOCUMENT INFO
Shared By:
Categories:
Stats:
views:0
posted:7/26/2012
language:
pages:13
Description: seo/What Is SEO/how to seo /SEO Book/a search engine optimization & internet marketing company specializing in SEO and SEM services./Setting up goals helps determine whether our SEO strategies are working or not/SEO (disambiguation) - Backlink - White hat - Google Webmaster Tools