why pay per click advertising is so effective
DESCRIPTION
A video explaining pay per click advertising and why it's such an effective way to market your products.TRANSCRIPT
WHY PAY PER CLICK ADVERTISING
is so EFFECTIVE
Google’s Dominance
97%
3%
Google: % of Total Revenue (Fiscal Q309)
Advertising
Licensing & Other Revenue
Why SEM is Important
Targeted & Motivated Customers
I Want to Buy Running Shoes!!! Your Ad
Where do I Want my AD to Show?
What Should my Max CPC
be?
Here’s the #1 Spot! Come and Get It…
Google’s Brilliance
No, It’s Mine!
I Want the #1 Spot!
Keywords with High Cost Per Click
Good Business
Good Website
$$PPC$$
Traffic Sales
Ad Copy Strategies
Landing Page:
• Organized & Functional Website
- Top Selling/Most Popular Products on Top of Page
• Nice Product Page / Nice Pictures• Good Description of Service• Customer Reviews• 800 Number• Competitive Prices
Mens Running Shoes
Ad Copy Strategies
Ad Copy Strategies
Nike Running Shoes vs. Running Shoes
More Clicks, Higher Conversions Less Clicks, Lower Conversions
Keyword Relevance:
Ad Copy Strategies
Keywords & Ads Continuity:
Mens Running Shoes
Higher CTR & Lower Cost/Conversion
To Summarize
Focused Landing
Page
Matching Keyword Matching Ad
Ad Copy Strategies
Writing Effective Ads:
• Include Search Term in Headline• Capitalize Strategically (Camel Case)• Call to Action & Emphasize Benefits• Focused Ad Relevant to Landing Page
Ad Copy Strategies
Vs.
Ad 1 Ad 2
• Choose Ad with Highest CTR & Lowest Cost/Conversion
•Then Re-Test
Testing Ads
Importance of Tracking
Importance of Tracking
The Best & Most Profitable Campaign
Importance of Tracking
To Summarize
Adwords Reports
Keywords - Broad vs. Phrase vs. Exact
Broad Phrase Exact
Running Shoes “Running Shoes” [Running Shoes]
Keyword – Exact Match
Keyword - [Mens Running Shoes] Will Ad Show?Mens Running Shoes YesNike Running Shoes NoAdidas Running Shoes NoRunning Shoes NoShoes Running NoRunning Hightop Shoes No
Keyword – Phrase Match
Keyword – “Running Shoes” Will Ad Show?Running Shoes YesNike Running Shoes YesWomens Running Shoes YesRunning Shoes Mens YesShoes Running NoRunning Hightop Shoes No
Keyword – Broad Match
Keyword – Running Shoes Will Ad Show?Mens Running Shoes YesNike Running Shoes YesWomens Running Shoes YesRunning Shoes YesShoes Running YesRunning Hightop Shoes Yes
Keywords - Broad vs. Phrase vs. Exact
Keyword TypeLowest
Cost/ConversionHighest Search
Volume
Exact (1) (3)
Phrase (2) (2)
Broad (3) (1)
Keyword – Negative Match
Keyword – Negative Match
Keyword Negative Keyword
Adidas
Reebok
Converse
Puma
New Balance
Nike Running Shoes
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