This document provides an overview of pay-per-click (PPC) advertising. It discusses what PPC is, how it can be used to quickly gain website traffic, test ideas and keywords, and support organic search engine results. However, PPC cannot create traffic or interest that does not already exist or directly increase organic search rankings. The document outlines how to set up a PPC account, choose keywords, write ad copy, implement conversion tracking, and optimize an account. The goal is to help businesses understand how to use PPC effectively to meet objectives like increasing sales, branding, or outcompeting competitors.
10. PPC :: What It Can’t Do Create traffic that doesn’t exist Create interest that doesn’t exist Increase your organic (SEO) results Be your Google “Sugar Daddy” PPC is not an endless stream of business
11. Let’s Break It Down… Search Engine Results Pages (SERP’s) Where PPC Ads Live…
69. Overview: PPC Metrics Impression = Ad appearance Click = Searcher clicks an ad CTR = Click-through-Rate- Ratio: Clicks / Impressions = CTR - Measure of ad, keyword, campaign effectiveness Ad Position = Ranking of your ad creative (averaged) Cost = Spend per keyword, ad, ad group, campaign… Conversion = Action completed by searchers(i.e., lead submission, email, purchase, etc.)