an intro to ppc by anthony klokkou, north kent b2b 2015

Digital Marketing Essentials #gianttalks @anthonyklokkou

An Intro to PPC

Your customers don’t go online anymore…They live online

You can be there with PPC

What is PPC & how does it work?

t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm

What is PPC?

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mailto:[email protected]

http://www.sleepinggiantmedia.co.uk

https://adwords.google.com/professionals/profile/org?id=017702451200549020354








What is PPC?

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- PPC = Pay Per Click

- Pick words/phrases your customers are searching

- Set what you are willing to pay per click & a daily budget

- Create ads

- Go live and review











What is PPC?

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- How much do I pay in the auction?

- Google calculates your actual CPC (Cost per click) based on a number of factors

- The key is to be thinking about:

- Relevancy

- Targeting

- Goals

Bid

Quality Score

Relevancy

Click Through

Rate

Load Speed

Competition










The benefits of PPC


PPC Strengths

- Fast to setup

- Flexible

- Easy to learn… difficult to master

- Huge amount of control

- Be in the moment

- Can be switched on or off

- Google rewards relevance

- It’s progressive

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PPC Weaknesses

- It costs per click and easy to spend a lot of money quickly

-Google doesn’t really help you out in that regard

-Lots to learn, it changes quite regularly

- It can be competitive

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Key Strategies & Optimisation


Key Strategies

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How to get clicks for Less?










Relevancy


Key Strategies

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Provide the user with a great experience

Google will reward you

The customers will reward you











Key Strategies

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£14

£15

£13

£12

£11

£10

£9

£8

£14

£15

£13

£12

£11

£10

£9

£8











Key Strategies

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Shoes

ShoesAds

Shoes

adgroup

Red shoes

Red shoes

Red shoes

adgroup

red converse trainers



adgroup

Landing page

Keyword











Key Strategies

-Don’t ignore the other engines

-Higher Conversion rates & lower CPCs

- Build on Google

- Expand to Bing/Yahoo

-Chinese & Russian markets

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Optimisation


Optimisation

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Ad 1 Ad 2

TrafficIncrease relevancy with landing page & Adcopy testing

Page 1 Page 2











Optimisation

-Adwords Editor

-Offline management

-Quicker and easier

- Can back up the account

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-Ensure you break the account out

- Remove the poor performing bits

-Allow more budget to go to the better performers

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Average performance

Good performance

Bad performance

Great performance

Great performance

Ok performance

Best performance

Best performance

Best performance

Best performance

Stage 1

Stage 2

Stage 3

Stage 4

Optimisation











-SQR’s help you find new terms

-What your customers are actually typing in

- Improve relevancy

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Optimisation










-Relevancy is critical

-As is the account structure

-Landing pages & copy testing

- Search Query reports & data

- Think about your customers motivations

Thank you for listening

Any questions?

t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk

Next Talks

-Next talks today

-Making the most of a Responsive Site - 2.40pm

-An Intro To Pay Per Click - 3.20pm

-Further events

-Get social Kent 29th October at Canterbury College

-GIANT talk 17th November at Hazlitt theatre, Maidstone

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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk

Giant Talks

Our next GIANT talk is…

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It’s FREE!WHEN? Tuesday 17th November, 9:00am - 12:00pm WHERE? The Exchange Studio, Hazlitt Theatre, Maidstone

Limited spaces, book by speaking to one of us or email: [email protected]









