Intro to PPC presentation
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The document emphasizes the importance of search engine marketing (SEM) for generating leads and driving online sales through effective keyword targeting and ad campaigns. Key aspects include understanding customer intent throughout the sales cycle, optimizing ad content, and utilizing various keyword strategies. Additionally, it highlights the necessity of ongoing training and support to ensure compliance with Google guidelines and enhance campaign performance.
![• Relevant keywords to an Advertisers business.
• Bidding on keywords through CPC
• Short-tail vs. Long-tail keywords
• Keyword Match
• Broad match – variations & synonyms
• +broad match modifier – not synonyms but in different order
• “phrase match” – includes terms in phrase in order
• [exact match] – exactly as is with no additions
• -negative keyword – without terms](https://image.slidesharecdn.com/ppcpresentation-150729231747-lva1-app6891/85/Intro-to-PPC-presentation-7-320.jpg)
Intro to PPC presentation
- 1. Pay-Per-Click & Google Premier SMB Partner
- 2. • If it’s important for your CLIENT, it’s important to YOU! • If we don’t offer it to them, someone else will • SEM has been a catalyst for additional opportunities • Helps with other marketing/advertising initiatives • What else?
- 4. • Quick way to generate leads for highly competitive keywords. • Immediate • Cost effective • Market research • Indirect link to SEO • Drive more traffic to website • Increase sales 94% Of online experiences begin with search engines. –imFORZA.com 75% Of users never scroll past the first page of search results. -Hubspot
- 5. • Customers looking for products/services are at different stages in the sales cycle • SEM campaigns need to focus on all aspects of the cycle • Focus on intent • Awareness • Research • Purchase 97% Of consumers research products online before buying. –BIA/Kelsey Group, User View Wave VII
- 6. • CNA - Identify needs and focus • Identify keywords that best describe products/services • Audience • Location • Where to target? (city, state, country) • Outcome • Offers/Unique Selling Proposition/Emotional Connection
- 7. • Relevant keywords to an Advertisers business. • Bidding on keywords through CPC • Short-tail vs. Long-tail keywords • Keyword Match • Broad match – variations & synonyms • +broad match modifier – not synonyms but in different order • “phrase match” – includes terms in phrase in order • [exact match] – exactly as is with no additions • -negative keyword – without terms
- 8. • Keyword ------ Ad ----- Landing Page • Headline (25 characters) • Description Line 1 (35 characters) • Description Line 2 (35 characters) • Display URL (35 characters) • Destination URL (1,024 characters) • Google cares about user experience • Landing page (Analytics) - Content • Tags • Please don’t click on your own Ad!
- 10. • Click-thru rate • Response to your ads • Impressions vs. Clicks • Macro-Conversions • Affect bottom line • ROI • Request a quote • Micro-Conversions • An event or action • Like on FB, Share • Download Whitepaper, Sign-up
- 11. • Ad Testing • Using Keywords in ads (dynamic keyword insertion) • {keyword} – all lower case • {Keyword} – first letter of first word capitalized • {KeyWord} – first letter of all words capitalized • {Keyword: Default text} • Intent • Answer a question • Seek Local • Emotional connection
- 12. • Ad Extension • Call Extension • Especially with mobile • Bid Multipliers (adjustments) • Day Parting (days, time) • Device • Location • Mobile
- 13. • Anyone in the Yellow Pages • High Margins • Repetitive Business • Competition • Those offering products/services
- 14. • Only a select group of highly qualified companies • Direct access to Google and Support • Continuous Training • AdWords Certified Account Managers • Compliance with Google Guidelines • Updates on Algorithms and Training • Experience with small to large campaigns • Results of higher CTR and better positioning
- 15. • Experience. We don’t just sell it, we have people that are knowledgeable about it in-house & corporate (certification) • Dedicated and available team. (We ROCK Socks!) • Transparency (we will even link to their analytics so they can see how people navigate through their website) • We do not hijack their campaign, or use it for self-serving purposes.
- 16. • http://www.google.com/trends/topcharts • Next Digital Brown Bags • Monday, August 17th • 12 noon