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Pay Per Click
Rod Holmes
The Big Picture
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SEM
PPC
AdWords
AdCenter
Search Engine Marketing
Pay Per Click
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
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Why is PPC Important?
2/3 of Clicks for High-Commercial-Intent Keywords go to Sponsored Results
45.5% of people did not know the listings at the top were ads.
Up to 85.2% of pixels above the fold are sponsored results in High-Commercial-Intent Keywords
source - http://www.wordstream.com/articles/google-ads 773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
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Why is PPC Important?
Instant Traffic While Working on Organic Rankings
Trackable, Controllable ROI
Guaranteed Traffic
Budget-able Expense773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
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AdGroups
Campaigns
How Is AdWords Organized?
Keywords Keywords
Keywords Keywords
Keywords Keywords
AdGroups
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
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What You Do...
What to Pay Attention To...
The Basics
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
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Organize Keywords into AdGroupsWrite Two Ads Per AdGroupReview BiddingLaunchAnalyze & Adjust Per Goals
Research Keywords
What You Do...Determine Business Goals
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
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Buying FunnelDetermine Business Goals
Awareness
Interest
Learn
Shop
Buy
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
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Determine Business Goals
Organize Keywords into AdGroupsWrite Two Ads Per AdGroupReview BiddingLaunchAnalyze Per Goals
Research Keywords
What You Do...
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
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Find Long-tail Keywords
Research Keywords
Long-tail Keywords
# O
f Sea
rche
s/M
onth
Keywords773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
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Research Keywords
Awareness
Interest
Learn
Shop
Buy
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
![Page 13: Pay Per Click - chicagostyleseo.com€¦ · Pay Per Click 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614](https://reader034.vdocuments.mx/reader034/viewer/2022042406/5f2098a424b2b456a03a3950/html5/thumbnails/13.jpg)
Research Keywords
Keywords...Four Basic Types•Explicit
•The Problem
•Symptoms
•Product Parts or Brand Names
Chicago Plumber
Broken P-trap
Water Dripping from Pipe
Acme P-trap #K438-90773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
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Determine Business Goals
Organize Keywords into AdGroupsWrite Two Ads Per AdGroupReview BiddingLaunchAnalyze Per Goals
Research Keywords
What You Do...
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
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Group Keyword So One Ad Can Represent & Repeat the Keywords
Wedding Photographer
Wedding Picture
Wedding Pictures
Wedding Photojournalist
Wedding VideoBest Wedding Photographer
Chicago Wedding Photography
Organize Keywords into AdGroups
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
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Determine Business Goals
Organize Keywords into AdGroupsWrite Two Ads Per AdGroupReview BiddingLaunchAnalyze Per Goals
Research Keywords
What You Do...
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
![Page 21: Pay Per Click - chicagostyleseo.com€¦ · Pay Per Click 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614](https://reader034.vdocuments.mx/reader034/viewer/2022042406/5f2098a424b2b456a03a3950/html5/thumbnails/21.jpg)
What You Do...
What to Pay Attention To...
The Basics
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
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What to Pay Attention To...
Click Thru Rates (CTR)
Cost Per Click (CPC)
CPC vs. Bid
Average Position
Quality Score773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
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Why is Quality Score Key?
QS X Max CPC = Position Score
You 5 X $3 = 15
A 8 X $2 = 16
B 7 X $1 = 7
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
Position 2
Position 1
Position 3
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Quality Score
CHICAGOStyleSEO773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
LandingPage
KeywordRelevancy
AdRelevancy
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
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Quality Score
HistoricalPerformance
LandingPage
CTR
KeywordRelevancy
AdRelevancy
VariousRelevancy
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
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Tools You’ll NeedAdWords Account
Google Keyword Tool
AdWords Editor AppSpreadsheet
CHICAGOStyleSEO773.809.5002 • [email protected]
2020 Lincoln Park West #3 Chicago, IL 60614
773.809.5002 • [email protected] Lincoln Park West #3 Chicago, IL 60614
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Pay Per ClickThe Big Picture
Rod Holmes