Learn more about Paid Search Marketing & Pay Per Click / PPC Advertising. Also known as Adwords, Display Network Marketing, and CPC. What is it? How does it work? What are the benefits? How much does it cost? Should I do it myself or work with an agency?

1. eden
Effective. Across all Media
Pay Per Click (PPC)
Search Marketing 101

2. eden
What
is
Pay
Per
Click
Adver3sing?
• PPC,
CPC,
Paid
Search,
Adwords
• Online
adver5sing
pla8orm
used
to
direct
targeted
traffic
to
websites
through
a
Search
or
Display
Network.
• Google
AdWords,
Bing
AdCentre
(MSN,
Yahoo).
• You
only
pay
when
someone
clicks
on
your
ad.
• Your
budget
determines
amount
of
targeted
clicks
to
your
site.

3. eden
Organic
vs
Paid:
What’s
the
difference?
• Paid
Search
Results:
Ads
posi5oned
at
the
top,
boLom
and
right
side
of
search
pages.
Their
descrip5ons
are
short
and
oNen
include
a
call
to
ac5on.
We
control
content.
• Organic
Results:
Lis5ngs
on
search
engine
results
pages
due
to
complex
algorithms
that
your
site
must
follow.
Also
known
as
“natural”
lis5ngs.
Paid
Search
Organic
Results

4. eden
What’s
the
best
way
to
get
in
front
of
your
audience?
Paid
Search
Fast
&
Measurable
Results
• See
results
instantly.
Learn
which
ads
are
conver5ng
and
driving
leads,
and
which
ones
aren’t.
Further
Incite
• With
Google
Analy5cs,
learn
more
about
your
consumers’
behavior.
• Organic
traffic
data
is
limited.
Signed
in
Google
traffic
is
“not
provided”.
More
Control
Compared
to
SEO
• You
can
easily
monitor,
analyze
and
make
changes
to
your
campaign.
Accurate
Customer
Targe3ng
• You’re
able
to
ensure
that
your
ads
are
primarily
seen
by
the
most
appropriate
audience
–
choose
exact
key
words,
geo-­‐target,
5me
of
day.

5. eden
Paid
Search
• Short,
text
ads.
• Be
found
by
people
who
are
ac5vely
searching
using
keywords
related
to
your
product/service.
The
Search
Network
The
Display
Network
• Text,
image,
interac5ve
and
video
ads.
•
Appear
on
websites
that
are
relevant
to
what
you’re
selling,
and
shown
to
people
that
are
likely
interested
in
your
product
or
service.

6. eden
How
does
Adwords
work?
The
Steps:
1. Create
your
new
campaign.
2. Research
and
enter
relevant
keywords
related
to
your
products
or
services.
3. Place
a
bid
on
each
keyword.
4. Write
short
ads
that
Google
will
display
based
on
key
word
groups
and
geo-­‐targets.
5. A
customer
comes
across
your
ad
by
searching
for
one
of
your
keywords.
6. They
click
on
your
ad,
and
depending
on
your
bid,
you
will
pay
a
certain
amount
for
that
click.

7. eden
How
does
the
bidding
work?
Choose
your
budget
• Set
a
monthly
budget
that
we
will
spread
evenly
throughout
the
month.
Enter
the
auc3on
• Place
maximum
bids
on
selected
keywords.
• Your
compe5tors,
your
site’s
quality
score,
and
how
high
you
want
to
rank
will
all
factor
into
your
bidding
price.
Monitor,
analyze
and
change
• Analyzing
your
AdWords
campaign
and
Analy5cs
data
will
help
determine
what
key
words
and
which
ads
are
performing
best
with
what
geo-­‐target.
• We
are
also
be
able
to
analyze
how
your
site
is
conver5ng
that
traffic
into
form
inquiries
and
even
phone
calls
(if
you
have
call
tracking)
• Adjust
your
campaign
and
web
page
to
improve
results
based
on
your
findings.

8. eden
How
does
Google
Rank
ads?
Once
you
enter
the
Google
auc5on,
Google
determines
your
ranking
by
looking
at
two
factors:
your
maximum
bid
and
your
quality
score.
Source:
hLp://www.wordstream.com/ar5cles/what-­‐is-­‐google-­‐adwords

9. eden
How
is
your
quality
score
determined?
Your
quality
score
is
determined
by
a
number
of
different
factors.
Quality
Score
Click-
through rate
Landing
page
Historical
performance
Various
relevancy
factors
Ad relevancy
Keyword
relevancy

10. eden
How
does
Google
determine
what
you
pay?
You
pay
the
minimum
amount
you
can
pay
for
the
posi5on
you
win
if
your
ad
is
clicked
on.
No5ce
how
Adver5ser
1
pays
less
for
his
higher
ranking,
due
to
his
high
quality
score.
Source:
hLp://www.wordstream.com/ar5cles/what-­‐is-­‐google-­‐adwords

11. eden
How
am
I
able
to
control
who
sees
my
ads?
1. Geo-­‐Targe3ng
Ability
to
narrow
down
your
audience
to
specific
area:
-­‐ Country
-­‐ Province
-­‐
Ci5es
-­‐
Specific
neighborhoods

12. eden
How
am
I
able
to
control
who
sees
my
ads?
2. Keywords
-­‐
Choose
the
most
relevant
keywords
for
your
campaign.
3. Nega3ve
Keywords
-­‐
Remove
irrelevant
search
terms
that
could
waste
clicks.
4. Time
Placement
-­‐
Choose
what
5me
and
days
your
ads
are
shown.
Or
allocate
your
budgets
accordingly
on
busier
days
or
day
parts.
5. Device
-­‐
Choose
whether
or
not
you
would
like
your
ads
to
be
shown
on
mobile
devices.

13. eden
Why
use
an
agency?
Why
not
just
do
it
yourself?
It
takes
3me
• Secng
up
and
managing
PPC
campaigns
is
5me
consuming.
• If
you
don’t
set
it
up
properly
and
constantly
manage
it,
you
will
get
wasted
clicks,
lower
conversions
and
waste
budget.
Google
cer3fied
• Cer5fica5on
involves
hours
of
training,
knowledge
and
experience.
Anyone
can
set
up
an
Adwords
account,
but
understanding
the
proper
techniques
and
func5ons
to
get
the
best
ROI
requires
an
experience
Search
Engine
Analyst
who
is
Adwords
Cer5fied.
We’re
in
the
loop
• Google
is
constantly
upda5ng
Adwords
and
Analy5cs.
Part
of
the
job
of
an
Search
Engine
Marke5ng
Analyst
is
staying
up-­‐
to-­‐date
with
the
latest
changes,
methods,
techniques
related
to
PPC
and
overall
online
search
behavior.

14. eden
What
does
it
cost?
• One
Time
Set
Up
Fee
• Monthly
Media
Spend
• Monthly
Management
Fee

15. eden
Optimize Your Advertising
Eden Advertising &
Interactive Inc.
Presented by: Esther Willinger
www.edenadvertising.com