An introduction to PPC and AdWords by iProspect Ireland's Senior Digital Manager, Joanne Allen.

1. IPROSPECT
Introduction
To PPC
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2. TODAY’S
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Digital Performance on a Global
Scale.

3. Digital Performance on a Global
Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.

4. PAID SEARCH
Paid Search Advertising is a method of
placing online advertisements on Web pages
that show results from search engine queries
Search engine optimization (SEO) is the
process of improving the visibility of
a website or a web page in search engines via
the natural/un-paid/organic/algorithmic
search results
Digital Performance on a Global
Scale.
Copyright © 2013, iProspect, Inc. All rights reserved.

5. PAID SEARCH
Digital Performance on a Global
Scale.
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6. PAID SEARCH
The main differences between PPC and SEO are:
1. Position on the search results page
2. Traffic Potential
3. Associated Costs
4. Time Commitment
5. Website Involvement
Digital Performance on a Global
Scale.
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7. 1. POSITION
Digital Performance on a Global
Scale.
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8. 1. POSITION
Digital Performance on a Global
Scale.
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9. 1. POSITION
Digital Performance on a Global
Scale.
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10. 2. TRAFFIC POTENTIAL
Digital Performance on a Global
Scale.
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11. 3. ASSOCIATED COSTS
Digital Performance on a Global
Scale.
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12. 5. WEBSITE INVOLVEMENT
Website optimisation is
Website optimisation is
The performance ,,
The performance not essential for PPC
not essential for PPC
optimisation and
optimisation and unless Online Sales and
unless Online Sales and
coding of the website is
coding of the website is a positive user
a positive user
central to SEO
central to SEO experience are your
experience are your
main goals
main goals
Digital Performance on a Global
Scale.
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13. BENEFITS OF PAID SEARCH
Digital Performance on a Global
Scale.
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14. INCREASED VISIBILITY
Source: http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html
Digital Performance on a Global
Scale.
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15. INSTANT RESULTS
Paid Search activity can be
up and running within 24
hours and driving results
instantly
Digital Performance on a Global
Scale.
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16. SALES
Digital Performance on a Global
Scale.
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17. CUSTOMERS WHO PURCHASE ONLINE ARE
 30% MORE LIKELY TO PERFORM A SEARCH
 17% MORE LIKELY TO HAVE CLICKED ON A PPC AD
Digital Performance on a Global
Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.

18. SEARCH PURCHASE PATHS
Source: Google & Econsultancy
Digital Performance on a Global
Scale.
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19. SEARCH DRIVES OFFLINE SALES
38% of Irish consumers
researched online before purchasing offline in 2012
This figure has doubled since 2010
Digital Performance on a Global
Scale.
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20. THE AUCTION
Digital Performance on a Global
Scale.
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21. THE AUCTION
Every time a user searches on Google
an auction is triggered based on a
formula known as Ad Rank
Digital Performance on a Global
Scale.
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22. AD RANK
Ad Rank is calculated by multiplying the Cost Per Click of each keyword by
the Quality Score of the campaign.
Digital Performance on a Global
Scale.
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23. Ads with
stronger Ad
Rank pay less
on Google
Digital Performance on a Global
Scale.
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24. COST
Digital Performance on a Global
Scale.
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25. IMPRESSION SHARE
Impression Share is a metric that represents the percentage of times ads were
shown out of the total available impressions for which they were eligible.
• Lost IS (Budget)
– Missed Impressions
Due To Budget
Restrictions
• Lost IS (Rank)
– Missed Impressions
Due To Quality Score
& CPCs
Digital Performance on a Global
Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.

26. THE 6 PILLARS
OF ADWORDS
Digital Performance on a Global
Scale.
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27. THE 6 PILLARS OF ADWORDS
Digital Performance on a Global
Scale.
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28. THE 6 PILLARS OF ADWORDS
Digital Performance on a Global
Scale.
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29. RELEVANCY
Relevancy is the key to creating efficient campaigns and should be
evident in all aspects of AdWords campaigns.
The more relevant the campaign, the more likely users will be to
engage and the better the overall performance.
Digital Performance on a Global
Scale.
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30. In Paid Search our focus is on choosing
the most relevant keywords
Keywords transcend audience profiles
Digital Performance on a Global
Scale.
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31. The more relevant your campaigns
are to your product, the stickier and
more successful your campaign will
be!
Digital Performance on a Global
Scale.
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32. THE 6 PILLARS OF ADWORDS
Digital Performance on a Global
Scale.
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33. Keywords are the foundation
for Search Marketing
Digital Performance on a Global
Scale.
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34. KEYWORD CHECKLIST
Digital Performance on a Global
Scale.
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35. MATCH TYPES
Digital Performance on a Global
Scale.
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36. MATCH TYPES
Digital Performance on a Global
Scale.
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37. MATCH TYPES
Digital Performance on a Global
Scale.
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38. MATCH TYPES
Digital Performance on a Global
Scale.
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39. MATCH TYPES
Digital Performance on a Global
Scale.
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40. NEGATIVE KEYWORDS
Negative
Keywords
Daylight
Robbery
rob
day
Negative
Keywords
Fire
Fireman
Sam
cartoon
Be Careful! Adding a term like ‘day light’ will block all activity on light, light bulbs etc
Digital Performance on a Global
Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.

41. KEYWORD TOOL
Google Keyword Tool: https://adwords.google.com/keywordtool
Digital Performance on a Global
Scale.
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42. KEYWORD TOOL
Digital Performance on a Global
Scale.
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43. THE 6 PILLARS OF ADWORDS
Digital Performance on a Global
Scale.
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44. ACCOUNT STRUCTURE
Account Structure is vital in ensuring control and a method to the
madness that is AdWords.
Daily Budgets are set at the Campaign level
Digital Performance on a Global
Scale.
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45. ACCOUNT STRUCTURE
Accounts can include up to 10,000 Campaigns, 20,000 Ad
Groups per Campaign and 10,000 Keywords per Ad Group!
Digital Performance on a Global
Scale.
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46. ACCOUNT STRUCTURE EXAMPLE
Digital Performance on a Global
Scale.
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47. ACCOUNT STRUCTURE EXAMPLE
Digital Performance on a Global
Scale.
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48. ACCOUNT STRUCTURE EXAMPLE
Digital Performance on a Global
Scale.
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49. THE 6 PILLARS OF ADWORDS
Digital Performance on a Global
Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.

50. AD COPY
AdWords Ad Copy is an opportunity to reach out to new and existing
customers so put your best foot forward
AdWords will complement your SEO strategy as the messaging can be much
more specific and go live immediately.
Digital Performance on a Global
Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.

51. AD COPY
Roses
Buy Roses Online
Buy 12 Red Roses Online For
Just €60. Offer For Today Only.
www.redroses.ie
Tulips
Buy Tulips Online
Buy A Bouquet Of 30 Tulips Here For
Just €30. Offer Ends Today.
www.tulips.ie
Digital Performance on a Global
Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.

52. AD COPY
Digital Performance on a Global
Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.

53. THE 6 PILLARS OF ADWORDS
Digital Performance on a Global
Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.

54. WEBSITE CHECKLIST
Digital Performance on a Global
Scale.
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55. THE 6 PILLARS OF ADWORDS
Digital Performance on a Global
Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.

56. OPTIMISATION
Did you know that 25% of search queries Google sees on a daily basis
are brand new?
As search patterns, consumer behaviour, products and offers change
so too must AdWords.
Digital Performance on a Global
Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.

57. IPROSPECT
AdWords
Performance
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58. UNDERSTANDING PERFORMANCE
Digital Performance on a Global
Scale.
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59. UNDERSTANDING PERFORMANCE
Digital Performance on a Global
Scale.
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60. IPROSPECT
Ad
Extensions
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61. AD EXTENSIONS
Digital Performance on a Global
Scale.
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62. LOCATION EXTENSIONS
Digital Performance on a Global
Scale.
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63. CLICK TO CALL
Digital Performance on a Global
Scale.
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64. SITELINKS
Digital Performance on a Global
Scale.
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65. SOCIAL EXTENSIONS
Digital Performance on a Global
Scale.
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66. CLICK TO DOWNLOAD
Digital Performance on a Global
Scale.
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67. IPROSPECT
Where’s
My Ad?
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68. WHERE’S MY AD
• Is the exact term in the account?
Remember –
Remember –
• Is the search term relevant?
Every auction is
Every auction is
unique!
unique!
• Is there sufficient budget?
• Have you checked page 2?
• Did you see the ad earlier today?
• Where are you targeting?
• What does the latest Impression Share report tell you?
Digital Performance on a Global
Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.

69. IPROSPECT
Remember…
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70. Digital Performance on a Global
Scale.
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71. Thank You
Digital Performance on a Global
Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.