PPC Advertising - Marketing through Pay Per Click

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A business guide to marketing through PPC - Pay Per Click Advertising.

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Presentation Transcript

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© 201 4 EDGE PR Agency – http://www.edgepr.com/ Contact us 2 The concept of PPC advertising Sources: Advertising Age , Björn Behrendt @ flickr Pay-per-click (PPC) advertising is a type of online advertising where the publisher is paid only when a website’s visitor clicks on the advertisement and is directed to the advertiser’s website.  PPC advertising was first implemented in 1996 by Planet Oasis, a web directory. Google introduced its AdWords PPC system in 2000, allowing advertisers to post text ads on the search engine results pages. Although there are a few different types of PPC advertising, the process is primarily associated with search engines such as Google and Bing. There, advertisers bid on certain keywords which are relevant to their target markets and expect their ads to show up for people looking these keywords up in the search engines.

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© 201 4 EDGE PR Agency – http://www.edgepr.com/ Contact us 3 SEO vs. . PPC: the differences Sources: MyCommerce , University of Wisconsin Digital Collections @ flickr Search engine optimization ( SEO ) is frequently contrasted with PPC advertising, yet both of these digital marketing methods can help you to achieve the same goal: get more people to visit your website. There are a few differences between the two though. To begin with, a well-executed SEO campaign can result in long-term gain of additional visitors, while PPC works just for the moment. SEO is usually less expensive, since you’re paying for each click separately when using PPC . In the long-term, clicks brought by a SEO campaign end up costing less than those brought by PPC ads. Most people tend to ignore ads when searching for something online. That’s why they’re much more likely to click on one of the first natural search results instead of an advertisement. SEO is a lengthy process which requires lots of time and patience to achieve any tangible results. On the other hand, PPC is almost instant and can be up and running in less than an hour. That’s why short-term advertising campaigns are almost impossible to implement with SEO . Therefore, PPC can help you to react to any changes in the market much more effectively.

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© 201 4 EDGE PR Agency – http://www.edgepr.com/ Contact us 4 How can PPC help your business Sources: Web Expressions , Christopher Sessums @ flickr , Grand Parc @ flickr , Mario Antonio Pena Zapatería @ flickr

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© 201 4 EDGE PR Agency – http://www.edgepr.com/ Contact us 5 Models of PPC advertising Sources: SiteProNews

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© 201 4 EDGE PR Agency – http://www.edgepr.com/ Contact us 6 Types of bid-based PPC advertising Sources: Senior Internet Blog

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© 201 4 EDGE PR Agency – http://www.edgepr.com/ Contact us 7 Bid-based PPC advertising process Sources: KISSmetrics , SeniorLiving.org Google AdWords is by far the most popular PPC advertising network, therefore we will focus on the process of starting an ad campaign from scratch on AdWords . Although there are some nuances, the process is mostly similar in other PPC advertising networks, including Bing Ads, Facebook, and Twitter.

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© 201 4 EDGE PR Agency – http://www.edgepr.com/ Contact us 8 Intelligence and analytics tools Sources: KISSmetrics , Aaron Jacobs @ flickr , Anonymous9000 @ flickr , Iqbal Osman @ flickr

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© 201 4 EDGE PR Agency – http://www.edgepr.com/ Contact us 9 Smart bidding Sources: KISSmetrics , sweet_redbird @ flickr First up, it’s necessary to calculate how much you can pay for a single click on your ad shown in a results page of a certain search term. If you don’t do that, there’s a lot of guesswork included, thus it’s doubtful that your campaign will be profitable. You can use the following formula to calculate your maximum cost per click. If you don’t have any of the necessary data, you’ll need to use rough estimates until your campaign has been up and running for some time. Max CPC = (profit per customer) x (1 – profit margin) x (website conversion rate) Some keywords may have a larger CPC than you can afford. You certainly shouldn’t go overboard as it’s doubtful your conversion rate will magically increase by changing the search term. You can improve your website, decrease the profit margin, or simply look for other keywords which are more affordable.

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© 201 4 EDGE PR Agency – http://www.edgepr.com/ Contact us 10 Ad copywriting tips Sources: Google Support , Search Engine Journal , Planet of Success

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© 201 4 EDGE PR Agency – http://www.edgepr.com/ Contact us 11 Landing page design Sources: Google Support , Search Engine Journal

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Contact us © 201 4 EDGE PR Agency – http://www.edgepr.com/ Need someone to show you the ropes of pay-per-click advertising? We can help! PPC advertising can definitely be confusing for someone who’s just starting up. It takes heaps of time and patience to make your PPC campaigns profitable, therefore some help from a certified professional can certainly be in order. Interested? Simply book a free digital marketing consultation on our website or drop us a line at admin@edgepr.com .

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