The Blue Digital Academy is a known name in the teaching of digital marketing. The Company provides training to many reputed corporate clients and students from many prestigious management schools covering all the segments of PPC Advertising and Digital Marketing. Our workshops are famous for their timely and accurate information as well as helping the clients to connect the dots between traditional and digital marketing. The methodology is to promote best current practice, and 100% practical exposure to learn concepts and cases.
5. Right Keywords (India)
Google Keyword tool which tells us
which are the most & least searched
keywords
Here ‘bariatric surgery’ is the most
searched. We should consider
ranking high on top keywords
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7. Ad Title (25 character limit)
Description line 1 (35 character limit)
Description line 2 (35 character limit)
Display URL (35 character limit)
CPC – Cost Per Click
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8. Basic Definition: CPC
• Click: The action a user takes to select your ad and be taken to your
website.
• Google charges the advertiser when a user clicks on your ad
A sample AdWords ad
The Destination Website
Blue Digital Media Pvt. Ltd.
9. Basic Definition: CTR
CTR: clickthrough rate
Impression: The appearance of your ad on Google
Or one of it’s partner sites
Clicks
Impressions
= CTR (expressed as %)
Blue Digital Media Pvt. Ltd.
10. CTR Examples
Example Advertiser A:
Example Advertiser B:
20 clicks
1000 impressions
= 0.02 = 2%
3 clicks
100 impressions
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= 0.03 = 3%
11. Ad Title (25 character limit)
Description line 1 (35 character limit)
Description line 2 (35 character limit)
Display URL (35 character limit)
CPC – Cost Per Click
CTR – Click Through Rate
CPM – Cost Per thousand Impression
Quality Score = Max. CPC + CTR + Age of Ad + …..
Blue Digital Media Pvt. Ltd.
13. Our Strategy
To attract most relevant traffic & Highest
Conversion
ROI
Branding
For Traffic or
Brand Enhancement
For Sales or Leads
• Broader, high-volume terms are
acceptable
• Consider related areas to reach
users from different angles
• Start with specific product names
• Include higher-level or related
terms if they perform
• Append words like “buy” or “sale”
to further qualify
Blue Digital Media Pvt. Ltd.
AdWords charges for advertising using Cost per Click pricing, often abbreviated as CPC. It is important to define what a click means for Google AdWords.
ANIMATIONA click is defined as the action a user takes to select your ad, and be taken to your website.
ANIMATION
Cost per Click, or CPC advertising, means your AdWords account is only charged when a user clicks on your ad and is taken to your website. You are not charged at all when your ad appears on Google and does not receive a click. Let’s review the basic AdWords model, and see how it can be effective for your business.
ANIMATION
An internet user will go to Google to find information. To do this, they will enter a search query and Google returns a list of search results.
ANIMATION
Alongside those search results, your AdWords ad could appear. This is a great way to increase the visibility of your business, and drive traffic to your website.
ANIMATIONWhen a user sees and is interested in your ad, they will click on it. This will lead them to a webpage of your choosing, where they can find the product you are advertising and become a customer of yours.
Another important industry term is Click through Rate, often abbreviated as CTR. Before you learn the definition for Clickthrough Rate, you need to understand one other basic definition.
ANIMATION
An impression is defined as one appearance of your ad on Google, or one of our partner sites. You will learn more about our partner network in the coming slides. Google does not charge for impressions, only for clicks.
ANIMATION
Here you can see the formula used to calculate Clickthrough rate. The clicks accrued by your ads on Google, divided by the number of impressions, results in a fraction. When this fraction is multiplied by 100 it yields a percentage, which is the Clickthrough rate. On the next slide you’ll see some examples of this calculation.
Clickthrough rate is very important, as it reflects the relevance of your advertising. The more relevant ads are, the more often users will click on them, resulting in a higher CTR. Targeted, relevant advertising will return the best results, and Google encourages AdWords advertisers to create relevant ads and keywords. As such, Google rewards advertisers with a high CTR.
ANIMATION
In this example you can see Advertiser A has received a total of 20 clicks on a particular AdWords ad. This ad has appeared one thousand times, and so has 1000 impressions. The calculation shows that this advertiser has a resulting CTR of 2%.
ANIMATION
In this example, Advertiser B has received 3 clicks over 100 impressions, resulting in a CTR of 3%. Remember that these are only examples, and clickthrough rates vary significantly depending on the industry, the keyword, and the advertisers goals.
