CIM Pay Per Click Webinar
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CIM Pay Per Click webinar slides from 25th April.
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CIM Pay Per Click Webinar
- 1. Pay Per Click Advertising Daniel Rowles
- 2. #practicalinsights Who Am I? • Daniel Rowles • CIM Course Director • 15 Years experience in digital marketing – Both client and agency side – Sony, L’Oreal, Dupont, Aviva, John Lewis, Vodafone, Warner Bros, O2 • @danielrowles
- 3. #practicalinsights • PPC in Perspective • Keyword Research • Targeting • Writing Ads • Testing and Improving • Next Steps 3 What I’ll Cover
- 8. #practicalinsights Understanding the User Journey
- 9. #practicalinsights http://www.youtube.com/watch?v=g40rrWBx2ok&feature=related Search and the Zero Moment of Truth
- 10. #practicalinsights Purchase timeline varies by category More than a year before 7-12 months before 4-6 months before 2-3 months before A month before 3 weeks before 2 weeks before A week before 4-6 days before 2-3 days before One day before 9-12 hours before 5-8 hours before 3-4 hours before 1-2 hours before Within the hour of my purchase A few moments before I purchased 5% 5% 8% 12% 10% 3% 5% 7% 4% 8% 7% 1% 1% 2% 6% 8% 8% Tech, Voters, Automotive, Finance Tech, Voters, Automotive, Finance OTC Health, CPGsOTC Health, CPGs Restaurant, CPGsRestaurant, CPGs B2BB2B
- 11. #practicalinsights Average # of Sources Used by Category Industry and product differences
- 14. #practicalinsights Generating Keywords: Google Keyword Tool
- 20. #practicalinsights Targeting Options • Exact, Phrase, Broad • Country • Language • Distance from location • Day and time • Budget Speed
- 22. #practicalinsights Google Quality Scoring The price you pay for each click (often be less than the price you bid) Cost paid The % of people who click on your ad Quality Score Wording of your ad Text on your landing page Age of your account CTR of your account Quality Score: other+ +
- 24. #practicalinsights24 Why PPC? Speed – Instant Rankings (Anything from 5 minutes) Simple to implement – Easy to setup and Monitor Position Control – You can achieve no1 position if you are willing to pay Branding Control – You control the title and description Qualified Leads – Targeted ads should lead to more relevant results Instant Updates – Keyword changes are easy to implement Insurance – You are protected against ranking algorithm changes on organic Search Engines Analytics – You can measure your performance
- 25. #practicalinsights25 Some things to be aware of… Cost – PPC is generally more expensive than organic optimisation Management – It’s your responsibility to ensure your search campaigns are being optimised on a daily/weekly basis. Auction Basis – Competitors often outbid each other for no1 positions – over inflating the price of keywords Users prefer organic – statistics show that only 27%* of Google Users saw PPC as relevant to their search query *SearchEngineWatch 2013 Click Fraud – where are those clicks actually coming from? 25
- 29. #practicalinsights Conclusions • Keyword Research • Targeting • Test Ads • Ongoing Test and Improve
- 30. #practicalinsights Thank you • @DanielRowles • danielrowles@me.com • www.targetinternet.com The recording of this Practical Insights webinar will be available on Marketing Expert within the next 48 hours. To access Marketing Expert visit the CIM website www.cim.co.uk Log-in and click on Resources/Marketing Expert. The Practical insights button will be displayed on the right hand side of the Marketing expert homepage.
Editor's Notes
- Rev PA1
- If you are doing this Campaigns need to be optimised – local markets responsibility