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PPC – SEM Tactics


PPC “PPC (pay-per-click) marketing is a form of online advertising in which advertisers accrue costs when users click their ads. Advertisers bid on the perceived value of a click in relation to the keywords, platforms, and audience type in which it originates.�


The Element of PPC Search: Pay-per-click distribution tactic that displays your ads in the sponsored search results at the top, along the side, and across the bottom of search results pages for searches that relate to your keywords. Content Placement : Pay-per-click distribution tactic that displays your ads alongside relevant articles such as product reviews, news articles, etc. on the Yahoo and Google distribution network. Ad Text Or Format: The marketing message displayed to prospective customers. An ad contains a title, description, and URLs


Landing Page: The Page On A Web Site Where One Is Taken After Clicking On A Advertisement. While This Can Be Any Page, It Is Often A Page Designed To Expand On The Service Or Product Mentioned In The Initial Advertisement. Campaign: A Campaign Contains One Or More Ad Groups Sharing The Same Budget, Schedule And Geo-targeting Criteria. A Campaign Is Typically Created To Support A Particular Marketing Goal. Keyword: A Word Or Phrase That Relates To The Products Or Services You Wish To Advertise. When Prospective Customers Are Looking For Information Related To What You Sell, And They Type Your Keywords Into A Search Box, Your Ads May Be Displayed.


CONVERSIONS: The Completion Of An Action That You Value, Such As A Purchase, Registration, Or Sign-up. Impressions: The Number Of Times An Ad Is Displayed In Search Results Or On Sites. Click-through Rate (Ctr): The Number Of Clicks Received Divided By The Number Of Impressions Generated. Example: An Ad That Is Displayed 100 Times And Receives 10 Clicks Has A Click-through Rate Of 10%.


Google Adwords Basics

• Google's Advertising Product https://adwords.google.com • Create Ads - Text, Image, Video • Ads Appear on Google Search Engine and Google Partner Sites • Pay for Ads when someone "clicks" on them, (ie. Pay-Per-Click or PPC) but there are other alternative bidding options in some cases.


Yahoo! Sponsored Search Marketing Basics • Yahoo!'s Advertising Product http://advertising.yahoo.com/smallbusiness/ysm • Create Ads – Text • Ads Appear on Yahoo! Search Engine and Yahoo! Partner Sites • Pay for Ads when someone "clicks" on them. (ie. Pay-Per-Click or PPC)


Microsoft Adcenter Basics • Microsoft's Advertising Product https://adcenter.microsoft.com • Create Ads – Text • Ads Appear on Bing Search Engine and Microsoft Owned Sites and Partner Websites • Pay for Ads when someone "clicks" on them. (ie. Pay-Per-Click or PPC)


Search Network - Best Practices • Separate keywords into different ad groups by similar core words. • Ads should be highly relevant to searched term. • Landing Pages should be highly relevant to Ad clicked. • Be more specific using "negative keyword matching" or other match options besides "broad matching."


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PPC Management Process Cycle

Track Results

Test Ad


What can We do with PPC? 1. Geo Targeting • Select any combination of locations to target with your campaign. • Countries, Territories, Regions, Cities and custom areas.


Adwords Product Extensions • New feature that can highlight your products directly in your Google.com search ads. • Your Google Merchant Center account must contain a product that is relevant to the searcher's query. • Shows the images, titles, and prices of your closest matching products with your ad. • When the user clicks a product image, they will be taken to the destination page listed for that product.


Smart Phone Targeting Best Practices • Create a separate campaign that only targets these devices. • Do not use Flash since most of these devices do not support it currently. • Make sure your "Call To Action" is in an easily seen spot on the landing page since it is much more difficult to navigate on these devices. • Consider shortening your conversion checkout process.


Paid Search on the Content Network


How Much Would You Pay For A Click?


Campaigns


Content Best Practices • Separate search and content - they don't play well together. • Ads should distract the reader's attention. • Use keyword themed campaigns (automatic placements) and general/high traffic managed placement campaigns to mine for targeted placements. • Start with smaller budgets.


•Keyword Tools Google's Keyword Tool •SERP Keyword •Keyword.io •Placement Tools


PAY PER CLICK RESOURCES • Ad Builders (free and paid) o BoostCTR.com o MiniBannersZen.com o Keyword Rockstar o *AdLab.MSN.com/Ad-Text-Writer • Competitive Research & Forecasting o SpyFu o Compete.com o KeywordSpy o Enquisite Auditor o *Adlab.MSN.com/KeywordForecast o *Google Insights


PPC Advertising Management Strategies  

Being a Pay Per Click Company in India, we suppose that you already know that in pay per click advertising, you pay a fee to the advertiser...

PPC Advertising Management Strategies  

Being a Pay Per Click Company in India, we suppose that you already know that in pay per click advertising, you pay a fee to the advertiser...

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