how not to loose your shirt when using pay per click
TRANSCRIPT
AIMS OF THE SESSION
By the end of the session we’ll all have an understanding of the
following:
• What PPC is
• Why PPC is an effective marketing tool
• How to create an account
• The best way to create an ad campaign
• Managing a budget
• Measure the success of a campaign
WHAT IS PPC AND WHY’S IT DIFFERENT?
A method to advertise your brand, service or
product. Advertisers are charged after an advert is
clicked NOT when it’s been seen.
CREATING AN ACCOUNT
You can use AdWords with any Google enabled email account, not
just Gmail accounts.
Once you have an account you’ll need to set up your billing
information and add how you will fund your account. At this point
you will also need to apply your AdWords voucher.
Let me know if you’d like a voucher and it will be emailed to you.
CREATE AN AD
The importance of a well constructed ad….
• Use matched keywords in your ad
• Include a call to action
• Highlight your USP or offer (clearly)
• Get to the point!
• Test, test, test
NOW IT’S YOUR TURN
Create at least 2 ads for your company
promoting your business on the worksheets
provided
BACK TO YOUR AD
Pick a range of keywords for one of your ads, think about:
• Broad matches
• Phrase matches
• Exact matches
• Negative keywords
THE NEXT STEP
Think about the best next step in the journey:
• Be focused
• Have a clear objective
• Measure conversions to sales
Where possible use a bespoke landing page