www.nb2bc.co.
uk Pay-per-Click AdvertisingPay-per-Click Advertising
Introductory WorkshopIntroductory Workshop2424thth Oct 06 Oct 06
© 2006 NB2BC
www.nb2bc.co.
uk
PPC WorkshopPPC Workshop
Agenda
• 9.30-10: Why do PPC? Creating PPC objectives
• 10-11: Getting found, prioritising keywords
TEA BREAK
• 11.15-11.45: Acquiring traffic, creating the advert
• 11.45-12.30: Landing page, converting traffic to customers
• 12.30-13: Summary & discussion
© 2006 NB2BC
www.nb2bc.co.
uk
IntroductionsIntroductions
B2B Team
• Matt Charman
• James Pennington
Delegates
• Your name and a FEW words about your business
© 2006 NB2BC
www.nb2bc.co.
uk
Workshop ObjectivesWorkshop Objectives
To develop specific pay-per-click advertising campaign for your business:
• Define PPC objectives
• Prioritise keywords
• Create PPC advert
• Review landing page
• Be ready to launch your PPC campaign
© 2006 NB2BC
www.nb2bc.co.
uk
PPC Advertising DefinedPPC Advertising Defined
What is PPC advertising?
• type of online advertisement, where the advertiser (i.e. you) pays the publisher each time a visitor clicks on your advertisement
payment based on ‘click throughs’
• displaying precisely targeted ads at someone who has shown an interest in a subject, at that particular time
search orientated
© 2006 NB2BC
www.nb2bc.co.
uk
PPC AdvertisingPPC Advertising
Major search portals are:
• Yahoo
• MSN (Microsoft)
Independent networks exist
• MIVA
• Mirago
Source: www.searchenginewatch.com
© 2006 NB2BC
www.nb2bc.co.
uk
PPC ads and your businessPPC ads and your business
Q: Why start PPC advertising?
• ‘I want to get my website in the search engines’
• ‘I want more people to find my website’
• ‘I want more traffic at my website’
• ‘I want to sell more’
Checklist
Objectives
Keyphrases
Advert
Landing Page
© 2006 NB2BC
www.nb2bc.co.
uk
PPC objectivesPPC objectives
Specific and measurable
• increase newsletter subscriptions by 50% in 6 months
• generate 50 sales leads for product X per month
• deliver £1,000 on-line revenue per month
• generate 20% of leads for sales seminar
Checklist
Objectives
Keyphrases
Advert
Landing Page
© 2006 NB2BC
www.nb2bc.co.
uk
PPC: Getting foundPPC: Getting found
Brainstorm all terms
• remember your objectives
• don’t use industry speak
• get customer focussed
• what makes you unique?
• brands, generic & specific terms
Checklist
Objectives
Keyphrases
Advert
Landing Page
© 2006 NB2BC
www.nb2bc.co.
uk
PPC: Getting foundPPC: Getting found
Which keyphrases are most popular?
• Use the Overture tool to review
• Prioritise most popular
Checklist
Objectives
Keyphrases
Advert
Landing Page
© 2006 NB2BC
www.nb2bc.co.
uk
PPC: Create the AdPPC: Create the AdChecklist
Objectives
Keyphrases
Advert
Landing PageAds have the following components:
• Headline
• Description
• Display URL
• Destination URL (landing page)
© 2006 NB2BC
www.nb2bc.co.
uk
PPC: Create the AdPPC: Create the AdChecklist
Objectives
Keyphrases
Advert
Landing PageWriting ad copy:
• Match ad copy closely to keywords
• Create clear and direct ad titles
• Use customers’ language
• Include incentives
• 50% off………
• discount price……
• Avoid jargon
© 2006 NB2BC
www.nb2bc.co.
uk
PPC: Creating the AdPPC: Creating the Ad
Search:
‘toshiba laptops’
Search:
‘climbing frames’
Search:
‘PPC training’
PPC examples:
Checklist
Objectives
Keyphrases
Advert
Landing Page
© 2006 NB2BC
www.nb2bc.co.
uk
PPC: Create the AdPPC: Create the AdChecklist
Objectives
Keywords
Advert
Landing PageCompile your advert
© 2006 NB2BC
www.nb2bc.co.
uk
PPC: Traffic to customersPPC: Traffic to customersChecklist
Objectives
Keywords
Advert
Landing PageThe landing page
• converts traffic to customers
A landing page should:
• focus, focus, focus!
• strong call to action
• minimise other distractions
• specific, measurable conversion (objectives)
• drive online registrations
• sell products today
• promote an event
© 2006 NB2BC
www.nb2bc.co.
uk
PPC: Traffic to customersPPC: Traffic to customersChecklist
Objectives
Keywords
Advert
Landing PageReview landing page
Examples:
• SEARCH 1: ‘Holidays in Rome’
• SEARCH 2: ‘Office computer desk’
© 2006 NB2BC
www.nb2bc.co.
uk
PPC: Traffic to customersPPC: Traffic to customersChecklist
Objectives
Keywords
Advert
Landing PageReview your landing page
© 2006 NB2BC
www.nb2bc.co.
uk
Campaign LaunchCampaign LaunchChecklist
Objectives
Keywords
Advert
Landing PageActivating your PPC campaign:
• different service providers exist
• quick and easy to set up
• easily turned on/off
Today we will use AdWords from Google!
• https://adwords.google.com/select/login
© 2006 NB2BC
www.nb2bc.co.
uk
SummarySummary
PPC campaign
• Developed objectives
• Defined keywords
• Created Ad campaign
• Reviewed landing page
Now ready to launch PPC campaign