Interested in advertising on Google, Yahoo, and Bing but not sure where to start? You are not alone. Search engine marketing can be daunting! With so many new tools, terms, and tricks to master it’s easy to feel overwhelmed. This webinar will help you hit the ground running and avoid common rookie mistakes. Check out Trada Reviews here: http://www.trada.com/trada-reviews/

1. PPC
KICKOFF:
Getting Started With PPC
#PPCkickoff
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Thursday, July 21, 2011

2. Danny Randa,
Marketing Coordinator
Dan Tisser,
Account Manager
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Thursday, July 21, 2011

3. Opening Kickoff
What is
Pay Per Click?
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Thursday, July 21, 2011

4. Pay Per Click
Kickoff
Up to 50% off Footballs
Free shipping on college and pro
regulation Footballs. Shop Now!
tradasports.com/Football
Pay Per Click (PPC) is
an internet advertising
model where
advertisers pay for clicks
on ads.
An ad as it would appear
on a search results page
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Thursday, July 21, 2011

5. The Anatomy of a
Search Results Page
Top ranking Search Query
PPC Ads
Organic Lower Ranking
Search Results PPC Ads
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Thursday, July 21, 2011

6. SEO vs PPC
PPC
PPC
SEO
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Thursday, July 21, 2011

7. User enters a keyword
Ads are displayed according to
the results of an instant auction
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Thursday, July 21, 2011

8. The Search
Engine Field
4%
3% • Google accounts for 65%
11% of all search traffic
17%
• Yahoo/Bing combine for
Google Sites more than 25% of all search
65%
traffic
Google Sites Yahoo! Sites Bing Sites Ask Network AOL LLC Network
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Thursday, July 21, 2011

9. Basic Terms
SEO
Search Engine Optimization Impressions
is altering the code and
content of a website to Clicks
make it more friendly to
search engine spiders so Conversions
that the site will be
included in the search
Click-Through Rate (CTR)
index and ranked well for
organic queries
Cost-Per Click (CPC)
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Thursday, July 21, 2011

10. Basic Terms
SEO
Impressions
Also known as ad views, an
impression is when your ad
shows up on the results
Clicks
page
Conversions
Click-Through Rate (CTR)
Cost-Per Click (CPC)
trada.com
Thursday, July 21, 2011

11. Basic Terms
SEO
Impressions
When a user clicks an ad. Clicks
You are charged anytime you
get a click. Conversions
Click-Through Rate (CTR)
Cost-Per Click (CPC)
trada.com
Thursday, July 21, 2011

12. Basic Terms
SEO
When a user completes a Impressions
desired action such as a
purchase, sign-up, Clicks
registration, lead, or view.
Your definition of a Conversions
conversion will depend on
what your goals are.
Click-Through Rate (CTR)
Cost-Per Click (CPC)
trada.com
Thursday, July 21, 2011

13. Basic Terms
SEO
The ratio of clicks to Impressions
impressions. CTR is a
good indicator of how
Clicks
relevant your ad is to the
keyword being searched Conversions
Click-Through Rate (CTR)
Cost-Per Click (CPC)
trada.com
Thursday, July 21, 2011

14. Basic Terms
SEO
Impressions
The amount you pay for
each click on your ad. Clicks
This term is sometimes
used interchangeably Conversions
with the pay-per-click
cost. Click-Through Rate (CTR)
Cost-Per Click (CPC)
trada.com
Thursday, July 21, 2011

15. Why Use PPC?
Engaged Audience
Quick/Easy Visibility
Return On Investment
Valuable Data
trada.com
Thursday, July 21, 2011

16. Why Use PPC?
Engaged Audience
Quick/Easy Visibility
Return On Investment
Valuable Data
trada.com
Thursday, July 21, 2011

17. Why Use PPC?
Engaged Audience
Quick/Easy Visibility
Return On Investment
Valuable Data
trada.com
Thursday, July 21, 2011

18. Why Use PPC?
Engaged Audience
Quick/Easy Visibility
Return On Investment
Valuable Data
trada.com
Thursday, July 21, 2011

19. Quality Score
When determining
Some elements of
where ads rank
Quality Score:
and how much an
advertiser will pay
keyword, ad and landing
for a click, Google
page relevance
and Yahoo/Bing
consider Quality
click-through rate
Score.
trada.com
Thursday, July 21, 2011

20. Quality Score
Quality Score is
Luckily, we’re holding a
important to
webinar next
consider when you
Wednesday: How to
build your
Score with Quality
campaign, but it’s
Score.
complicated.
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Thursday, July 21, 2011

21. The Playbook
How To Use Pay
Per Click
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Thursday, July 21, 2011

22. First Down
Keywords
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Thursday, July 21, 2011

23. Keywords
How Do I Choose Think Like a Customer
Which Keywords
To Bid On? Brainstorm Variations
Use Keyword Tools
When You Need Help
trada.com
Thursday, July 21, 2011

24. Keywords
How Do I Choose Think Like a Customer
Which Keywords
To Bid On? Brainstorm Variations
Use Keyword Tools
When You Need Help
trada.com
Thursday, July 21, 2011

25. Keywords
How Do I Choose Think Like a Customer
Which Keywords
To Bid On? Brainstorm Variations
Use Keyword Tools
When You Need Help
trada.com
Thursday, July 21, 2011

26. Keywords
Keyword Match Broad Match
Types
Phrase Match
Exact Match
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Thursday, July 21, 2011

27. Keywords
Liberally Interprets
Keyword Intent Broad Match
Phrase Match
Exact Match
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Thursday, July 21, 2011

28. Keywords
Broad Match
Exact Phrase Must Be
Included in Search Phrase Match
Query
Exact Match
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Thursday, July 21, 2011

29. Keywords
Broad Match
Phrase Match
Exact Phrase Only Exact Match
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Thursday, July 21, 2011

30. Second Down
Ads
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Thursday, July 21, 2011

31. Anatomy of a
PPC Ad
Up to 50% off Footballs
Free shipping on college and pro
regulation Footballs. Shop Now!
tradasports.com/Footballs
trada.com
Thursday, July 21, 2011

32. Anatomy of a
PPC Ad
Headline: 25 Characters
Up to 50% off Footballs
Free shipping on college and pro
regulation Footballs. Shop Now!
tradasports.com/Footballs
trada.com
Thursday, July 21, 2011

33. Anatomy of a
PPC Ad
Up to 50% off Footballs
Free shipping on college and pro
regulation Footballs. Shop Now!
tradasports.com/Footballs
Body Copy: 70 Characters
trada.com
Thursday, July 21, 2011

34. Anatomy of a
PPC Ad
Up to 50% off Footballs
Free shipping on college and pro
regulation Footballs. Shop Now!
tradasports.com/Footballs
Display URL: 35 Characters
trada.com
Thursday, July 21, 2011

35. Writing Ads
Be creative and
thoughtful
Differentiate Yourself
Use a Call-To-Action
Test, test, test!
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Thursday, July 21, 2011

36. Writing Ads
Be creative and
thoughtful
Differentiate Yourself
Use a Call-To-Action
Test, test, test!
trada.com
Thursday, July 21, 2011

37. Writing Ads
Be creative and
thoughtful
Differentiate Yourself
Use a Call-To-Action
Test, test, test!
trada.com
Thursday, July 21, 2011

38. Writing Ads
Be creative and
thoughtful
Differentiate Yourself
Use a Call-To-Action
Test, test, test!
trada.com
Thursday, July 21, 2011

39. Keywords
Organizes Keywords
and Ads
What About Ad
Groups? Creates Highly Targeted
Keyword and Ad
Combinations
Watch “The
Architecture Of Ad
Groups” For More
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Thursday, July 21, 2011

40. Third Down
Landing Pages
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Thursday, July 21, 2011

41. Where to Send
Traffic?
When a user clicks your
ad, they are sent to a
landing page.
This is a page on your
website.
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Thursday, July 21, 2011

42. Where to Send
Traffic?
Have a Clear “Call To
Action”
What Makes a Answer the Searcher’s
Good Landing Question
Page?
Keep Everything Above
the Fold
Use Testimonials,
Reviews, and
Certifications to Earn
Trust
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Thursday, July 21, 2011

43. Fourth Down
Testing and
Optimizing
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Thursday, July 21, 2011

44. Testing and
Optimizing
The market is always
Why Do I Need To changing
Test?
You might be spending
too much!
A stale campaign is hard
to fix
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Thursday, July 21, 2011

45. Testing and
Optimizing
You are NEVER
done testing and
optimizing. Even a mature campaign
needs optimization.
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Thursday, July 21, 2011

46. Overtime
What’s Next?
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Thursday, July 21, 2011

47. Overtime
There’s More To Check out our resources
Learn! page for all kinds of PPC
help: webinars, guides
and videos!
trada.com/resources
trada.com
Thursday, July 21, 2011

48. Here’s where we take two
minutes to tell you about how
Trada can help you with PPC...
... and it doesn’t cost any more
than if you were to do search
marketing yourself.
trada.com
Thursday, July 21, 2011

49. Trada has a large, global crowd of certified
paid search experts who do PPC for you.
trada.com
Thursday, July 21, 2011

50. Multiple experts work
on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks
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Thursday, July 21, 2011

51. and they already know how
to run PPC campaigns!
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Thursday, July 21, 2011

52. It’s pay-for-performance.
There are NO fees:
no startup fees, no management fees.
You can get started right away.
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Thursday, July 21, 2011

53. Time for questions!
For more information or to schedule a demo, email
dranda@trada.com
trada.com
Thursday, July 21, 2011