Presentation on the basics of paid search, aka pay-per-click (PPC) advertising - Google AdWords and the like. Covers why students should care about the search marketing industry, and how to manage and measure PPC. Includes the search engines' display networks, Facebook PPC and landing pages.

1. PAY-PER-CLICK 101
Presented to:
Terry College of Business
UGA
September 27, 2012

2. CREATIVE USES OF PPC
http://vimeo.com/8254341

3. WHY SHOULD YOU CARE ABOUT SEM?
Source: “State of Search Marketing Report 2012”

4. GOOGLE’S GLOBAL REVENUE FROM PPC
Source: http://www.makeuseof.com/tag/infographic-breaking-googles-2011-revenues/

5. THOUSANDS OF SEARCH MARKETERS
– AND JOBS – IN ATLANTA
Actually, there’ll be
one on 11/1 or 11/8!
Join our mailing list free at www.meetup.com/Atlanta-SEMPO/

6. HEALTHY SALARIES
Source: SEMPO’s “2011
Salary Survey Results”

7. THROWDOWN: SEO VS. PPC
SEO PPC
 Clicks are free  Clicks cost money
 70-80% of searchers  20-30% of searchers
click on organic click on paid
 Limited number of  Unlimited number of
keywords
keywords
 Long, slow build
 Fast & nimble
 Limited control over
listing’s copy & landing  Total control over listing’s
page copy & landing page
 Limited control over  More control over
rankings/placement rankings/placement
 Geotargeting tricky  Geotargeting easy

8. IDEALLY, USE BOTH!

9. IDEALLY, USE BOTH!
Source: http://razorfishsearch.com/2011/08/11/paid-and-organic-search-why-the-marriage-of-both-is-important/

10. WHY DO COMPANIES USE PPC?
Source: “State of Search
Marketing Report 2012”

11. ECOMMERCE VS. LEAD GENERATION
Often B2C Often B2B
 Goal is to make an  Goal is to capture a
immediate sale prospect’s data for lead
 Usually less expensive, nurturing
more simple products  Usually more
 Short sales cycle, expensive or
impulse buys complicated products &
services
 Longer sales cycle,
decision by committee

12. HOW IT WORKS

13. AD GROUPS (BUCKETS OF SIMILAR KEYWORDS)

14. KEYWORDS

15. WHAT ARE MATCH TYPES?
Source:
Google

16. NEGATIVE KEYWORDS SAVE YOU $$$
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imagine
Document Storage
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Records Management
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Document Imaging
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Document Scanning
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17. AD COPY

18. LANDING PAGES

19. LOADS OF “LEVERS” TO PULL

20. DISPLAY NETWORK

21. DISPLAY NETWORK OPTIONS

22. FACEBOOK PPC

23. MEASUREMENT

24. CRITICAL KPIS

25. MINI CASE STUDY: SITELINKS
 Before Sitelinks:
 7.9% click-through rate
 4.4% conversion rate
 After Sitelinks:
 11.5% click-through rate (46% increase)
 4.7% conversion rate (6.5% increase)

26. MINI CASE STUDY: GEO-TARGETING
 Before: one geo-targeted campaign, lumping
Atlanta and Washington DC together
 After: two separate geo-targeted campaigns, one
each for Atlanta and Washington DC
 Atlanta’s conversion rate increased 268%
 Washington DC’s conversion rate increased 101%

27. MINI CASE STUDY: LANDING PAGES
3.4% conversion rate - BEFORE

28. 4.8% conversion rate – AFTER (>40% increase)

29. LANDING PAGE COMPARISON
3.4% Conversion Rate 4.8% Conversion Rate

30. UPCOMING SEM EVENTS IN ATLANTA

31. WANT MORE?
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We are always looking for good interns – email me your resume at
StacyWilliams@ProminentPlacement.com if you are interested!