Google Adwords, AKA PPC and Pay per Click

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An overview of Pay per Click marketing, focusing on Google Adwords, as presented to the Golf Club Manager's Association. What is Pay per Click, how it works, and how it can be made to work better

Negócios Tecnologia Design

Pay per Click [PPC]

WiltsWebDesign.co.uk
Delivering traffic to your website
Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]

WiltsWebDesign.co.uk
Download Slides from www.159.be

Slides Available from
www.wiltswebdesign.co.uk
Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]

WiltsWebDesign.co.uk
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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]

• What is Google Adwords

• 3 Ways Adwords can be used

• How Adwords works

• Understanding your Campaign

WiltsWebDesign.co.uk
• Improving your ROI

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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]

So Andy –

Are you going to tell us
how to get to

WiltsWebDesign.co.uk
NUMBER 1

in Google

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Slides available from www.wiltswebdesign.co.uk
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Wide Web –
World per Click [PPC] Reality
Pay
Check

WiltsWebDesign.co.uk
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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]
Web Marketing is a Marathon

WiltsWebDesign.co.uk
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Pay per Click [PPC]
This is a Sprint

WiltsWebDesign.co.uk
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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]

So Andy –

Are you going to tell us how to get to

NUMBER 1

WiltsWebDesign.co.uk
in Google

9
Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]

WiltsWebDesign.co.uk
Probably the

greatest marketing opportunity
known!
Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]

PPC
Results

WiltsWebDesign.co.uk
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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]

WiltsWebDesign.co.uk
Strategic
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Pay per Click [PPC]
Strategic PPC

• Replace other non-measurable marketing

• Replace marketing that is in decline
• Paper directories

WiltsWebDesign.co.uk
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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]

WiltsWebDesign.co.uk
Tactical
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Pay per Click [PPC]
Tactical PPC

• Support New Product / Service Launch

• Support a website that’s underperforming in SEO

• To fill a short term “gap”

WiltsWebDesign.co.uk
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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]

WiltsWebDesign.co.uk
Research and Testing
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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]
Research

• SEO - Check which Keywords “Hit the Spot!”

• Check which Words “turn customers on”

WiltsWebDesign.co.uk
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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]
Pay per Click – How it works

You Define

• Your Keywords
• Your Advert
• The maximum you’ll pay per click
How much you want to spend per day

WiltsWebDesign.co.uk
•
• When your Ads are displayed
• Where your Ads are displayed
• SERPS
• Content Network

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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]
Pay per Click
aka PPC, Adwords, Sponsored Links

Google Adwords 25 characters max
Check out Google Advertising 35 characters max
Get Started Today 35 Characters max

WiltsWebDesign.co.uk
www.google.co.uk Home page URL

www.google.co.uk/adwords Where the click lands

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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]
Pay per Click – How it works
1st ad on page
Bid 30p per click
Pay 3p

WiltsWebDesign.co.uk
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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]
Pay per Click – How it works
1st ad on page
Bid 30p per click
Pay 6p

2nd ad on page
Bid 20p per click

WiltsWebDesign.co.uk
Pay 3p

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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]
Pay per Click – How it works
1st ad on page
Bid 30p per click
Pay 9p

2nd ad on page
Bid 20p per click

WiltsWebDesign.co.uk
Pay 6p

3rd ad on page
Bid 10p per click
Pay 3p

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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]
Performance Monitoring

WiltsWebDesign.co.uk
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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]
Link Adwords and Analytics
Overview

WiltsWebDesign.co.uk
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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]
Link Adwords and Analytics
Best position on Page

WiltsWebDesign.co.uk
25
Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]
Link Adwords and Analytics
Destination URLs

WiltsWebDesign.co.uk
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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]
The genius that is CTR
CTR = Click Through Ratio
= the % of Clicks against Impressions

Impressions (number of time your ad is displayed)
Clicks (number of times your ad is clicked on)

WiltsWebDesign.co.uk
1% is so-so to OK
2% is OK
3% and above is doing well
+ 10% = Possible Promotion

27
Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]
Quality Score 2nd ad

CTR 3%
3 x bid 20p = 60
Pay 6p

CTR 1%
1 x bid 10p = 50

WiltsWebDesign.co.uk
Pay 3p

CTR 1.5%

1.5 x 30p = 45
Pay 9p
1st ad
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Slides available from www.wiltswebdesign.co.uk
28

Pay per Click [PPC]

So how can we
improve

WiltsWebDesign.co.uk
the CTR?
29
Slides available from www.wiltswebdesign.co.uk
29

Pay per Click [PPC]
Improve CTR

• Experiment with dedicated Landing Pages

• Test different Keywords

• Vary your bid to try different positions

WiltsWebDesign.co.uk
• Compare different Ads

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Slides available from www.wiltswebdesign.co.uk
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Pay per Click [PPC]
Improve CTR

53% 1085 22,849 4.75%

WiltsWebDesign.co.uk
47% 476 20,262 2.35%

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Slides available from www.wiltswebdesign.co.uk
31

Pay per Click [PPC]
Andy Poulton

M: 07966 547146

andypoulton

WiltsWebDesign.co.uk
andypoulton

andy@wiltswebdesign.co.uk

Delivering traffic to your website
Slides available from www.wiltswebdesign.co.uk
33 33

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1. Pay per Click [PPC] WiltsWebDesign.co.uk Delivering traffic to your website Slides available from www.wiltswebdesign.co.uk 1 1

2. Pay per Click [PPC] WiltsWebDesign.co.uk Download Slides from www.159.be Slides Available from www.wiltswebdesign.co.uk Slides available from www.wiltswebdesign.co.uk 2 2

3. Pay per Click [PPC] WiltsWebDesign.co.uk 3 Slides available from www.wiltswebdesign.co.uk 3

4. Pay per Click [PPC] • What is Google Adwords • 3 Ways Adwords can be used • How Adwords works • Understanding your Campaign WiltsWebDesign.co.uk • Improving your ROI 4 Slides available from www.wiltswebdesign.co.uk 4

5. Pay per Click [PPC] So Andy – Are you going to tell us how to get to WiltsWebDesign.co.uk NUMBER 1 in Google 5 Slides available from www.wiltswebdesign.co.uk 5

6. Wide Web – World per Click [PPC] Reality Pay Check WiltsWebDesign.co.uk 6 Slides available from www.wiltswebdesign.co.uk 6

7. Pay per Click [PPC] Web Marketing is a Marathon WiltsWebDesign.co.uk 7 Slides available from www.wiltswebdesign.co.uk 7

8. Pay per Click [PPC] This is a Sprint WiltsWebDesign.co.uk 8 Slides available from www.wiltswebdesign.co.uk 8

9. Pay per Click [PPC] So Andy – Are you going to tell us how to get to NUMBER 1 WiltsWebDesign.co.uk in Google 9 Slides available from www.wiltswebdesign.co.uk 9

10. Pay per Click [PPC] WiltsWebDesign.co.uk Probably the greatest marketing opportunity known! Slides available from www.wiltswebdesign.co.uk 10 10

11. Pay per Click [PPC] PPC Results WiltsWebDesign.co.uk 11 Slides available from www.wiltswebdesign.co.uk 11

12. Pay per Click [PPC] WiltsWebDesign.co.uk Strategic 12 Slides available from www.wiltswebdesign.co.uk 12

13. Pay per Click [PPC] Strategic PPC • Replace other non-measurable marketing • Replace marketing that is in decline • Paper directories WiltsWebDesign.co.uk 13 Slides available from www.wiltswebdesign.co.uk 13

14. Pay per Click [PPC] WiltsWebDesign.co.uk Tactical 14 Slides available from www.wiltswebdesign.co.uk 14

15. Pay per Click [PPC] Tactical PPC • Support New Product / Service Launch • Support a website that’s underperforming in SEO • To fill a short term “gap” WiltsWebDesign.co.uk 15 Slides available from www.wiltswebdesign.co.uk 15

16. Pay per Click [PPC] WiltsWebDesign.co.uk Research and Testing 16 Slides available from www.wiltswebdesign.co.uk 16

17. Pay per Click [PPC] Research • SEO - Check which Keywords “Hit the Spot!” • Check which Words “turn customers on” WiltsWebDesign.co.uk 17 Slides available from www.wiltswebdesign.co.uk 17

18. Pay per Click [PPC] Pay per Click – How it works You Define • Your Keywords • Your Advert • The maximum you’ll pay per click How much you want to spend per day WiltsWebDesign.co.uk • • When your Ads are displayed • Where your Ads are displayed • SERPS • Content Network 18 Slides available from www.wiltswebdesign.co.uk 18

19. Pay per Click [PPC] Pay per Click aka PPC, Adwords, Sponsored Links Google Adwords 25 characters max Check out Google Advertising 35 characters max Get Started Today 35 Characters max WiltsWebDesign.co.uk www.google.co.uk Home page URL www.google.co.uk/adwords Where the click lands 19 Slides available from www.wiltswebdesign.co.uk 19

20. Pay per Click [PPC] Pay per Click – How it works 1st ad on page Bid 30p per click Pay 3p WiltsWebDesign.co.uk 20 Slides available from www.wiltswebdesign.co.uk 20

21. Pay per Click [PPC] Pay per Click – How it works 1st ad on page Bid 30p per click Pay 6p 2nd ad on page Bid 20p per click WiltsWebDesign.co.uk Pay 3p 21 Slides available from www.wiltswebdesign.co.uk 21

22. Pay per Click [PPC] Pay per Click – How it works 1st ad on page Bid 30p per click Pay 9p 2nd ad on page Bid 20p per click WiltsWebDesign.co.uk Pay 6p 3rd ad on page Bid 10p per click Pay 3p 22 Slides available from www.wiltswebdesign.co.uk 22

23. Pay per Click [PPC] Performance Monitoring WiltsWebDesign.co.uk 23 Slides available from www.wiltswebdesign.co.uk 23

24. Pay per Click [PPC] Link Adwords and Analytics Overview WiltsWebDesign.co.uk 24 Slides available from www.wiltswebdesign.co.uk 24

25. Pay per Click [PPC] Link Adwords and Analytics Best position on Page WiltsWebDesign.co.uk 25 Slides available from www.wiltswebdesign.co.uk 25

26. Pay per Click [PPC] Link Adwords and Analytics Destination URLs WiltsWebDesign.co.uk 26 Slides available from www.wiltswebdesign.co.uk 26

27. Pay per Click [PPC] The genius that is CTR CTR = Click Through Ratio = the % of Clicks against Impressions Impressions (number of time your ad is displayed) Clicks (number of times your ad is clicked on) WiltsWebDesign.co.uk 1% is so-so to OK 2% is OK 3% and above is doing well + 10% = Possible Promotion 27 Slides available from www.wiltswebdesign.co.uk 27

28. Pay per Click [PPC] Quality Score 2nd ad CTR 3% 3 x bid 20p = 60 Pay 6p CTR 1% 1 x bid 10p = 50 WiltsWebDesign.co.uk Pay 3p CTR 1.5% 1.5 x 30p = 45 Pay 9p 1st ad 28 Slides available from www.wiltswebdesign.co.uk 28

29. Pay per Click [PPC] So how can we improve WiltsWebDesign.co.uk the CTR? 29 Slides available from www.wiltswebdesign.co.uk 29

30. Pay per Click [PPC] Improve CTR • Experiment with dedicated Landing Pages • Test different Keywords • Vary your bid to try different positions WiltsWebDesign.co.uk • Compare different Ads 30 Slides available from www.wiltswebdesign.co.uk 30

31. Pay per Click [PPC] Improve CTR 53% 1085 22,849 4.75% WiltsWebDesign.co.uk 47% 476 20,262 2.35% 31 Slides available from www.wiltswebdesign.co.uk 31

32. Pay per Click [PPC] • What is Google Adwords • 3 Ways Adwords can be used • How Adwords works • Understanding your Campaign WiltsWebDesign.co.uk • Improving your ROI 32 Slides available from www.wiltswebdesign.co.uk 32

33. Pay per Click [PPC] Andy Poulton M: 07966 547146 andypoulton WiltsWebDesign.co.uk andypoulton andy@wiltswebdesign.co.uk Delivering traffic to your website Slides available from www.wiltswebdesign.co.uk 33 33

Google Adwords, AKA PPC and Pay per Click

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