What is PPC, and How Does It Work? Pay-Per-Click Advertising What is PPC, and How Does It Work? Ivan Surjanovic, ivan@ipowerlab.com

Pay-Per-Click Advertising Pay Per Click or PPC is a form of online advertising where the advertiser only pays if someone clicks on their ad.

Mall

Facebook Your Website Ads Google Twitter

Setting up your campaign Pay-Per-Click Advertising Setting up your campaign Ivan Surjanovic, ivan@ipowerlab.com

Setting Up a Campaign for a Furniture Business Pay-Per-Click Advertising Setting Up a Campaign for a Furniture Business Campaigns: #1: Home Furniture Ad Groups for the Home Campaign: 1.1. Living room furniture 1.2. Kitchen & dining

Setting Up a Campaign for a Furniture Business Pay-Per-Click Advertising Setting Up a Campaign for a Furniture Business Campaign # 2: Office Furniture Ad Groups for the Office Campaign: 2.1. Office desks 2.2. Office chairs

Keyword Selection Pay-Per-Click Advertising Ivan Surjanovic, ivan@ipowerlab.com

Four Rules of Keyword Selection Pay-Per-Click Advertising Four Rules of Keyword Selection Select phrases with higher search volume, lower cost (bid) and lower competition.

Keyword Selection 1. Office Desk 2. Office Desks Pay-Per-Click Advertising Keyword Selection Keyword Search volume (popularity) Competition Bid (Cost per click) 1. Office Desk 2. Office Desks

Keyword Selection 1. Office Desk 301,000 Medium 2.39 2. Office Desks Pay-Per-Click Advertising Keyword Selection Keyword Search volume (popularity) Competition Bid (Cost per click) 1. Office Desk 301,000 Medium 2.39 2. Office Desks 368,000 High 3.19

Four Rules of Keyword Selection Pay-Per-Click Advertising Four Rules of Keyword Selection Select phrases with higher search volume, and lower cost (bid) and lower competition. Be targeted (e.g. “office desk” is better than “desk”) Use proper keyword match (exact vs. phrase vs. broad) Use tightly matching keywords within an ad group

Three Types of Keyword Match Pay-Per-Click Advertising Three Types of Keyword Match Keyword match types help control which searches can trigger your ad! 1. Exact match: your ad will only show if someone searched exactly for your search term. For example, if you use exact search [office desk] your ad will show ONLY if someone has searched EXACTLY for the term - office desk. Use square brackets: [search term]

Three Types of Keyword Match Pay-Per-Click Advertising Three Types of Keyword Match 2. Phrase match: your ad will also show if someone has searched for “best office desk”, “cheap office desk”, or even for “free office desk”. (because “office desk” is part of the bigger phrase) Use quotation marks: “search term”

Three Types of Keyword Match Pay-Per-Click Advertising Three Types of Keyword Match 3. Broad match: your ad will show even if someone has searched for computer desk, or for office chair. (because computer desk or office chair is broadly related to the term - office desk) Don’t use any brackets or quotation marks.

Pay-Per-Click Advertising Question If you specify “office desk”, and if someone searches for “white office desk”, will your ad show? YES

Question If you specify [office desk], and if someone searches Pay-Per-Click Advertising Question If you specify [office desk], and if someone searches for “white office desk”, will your ad show? NO

Question If you specify: office desk, and if someone searches Pay-Per-Click Advertising Question If you specify: office desk, and if someone searches for “home desk”, will your ad show? YES

Four Rules of Keyword Selection Pay-Per-Click Advertising Four Rules of Keyword Selection Select phrases with higher search volume, and lower cost (bid) and lower competition. Be targeted (e.g. “office desk” is better than “desk”) Use proper keyword match (exact vs. phrase vs. broad) Use tightly matching keywords within an ad group (e.g. in the ad group “Office Desk”, put very similar phrases such as “large office desks”, “modern office desks”, “wooden office desks” etc.) (Rule of “TWO WORDS PLUS”)

Why is Keyword Selection Important? Pay-Per-Click Advertising Why is Keyword Selection Important? Lower your advertising budget and CPC Target the right customers Improve the conversion rate

Creating Effective Pay-Per-Click Ads Pay-Per-Click Advertising Creating Effective Pay-Per-Click Ads Ivan Surjanovic, ivan@ipowerlab.com

What Makes A Powerful Google Ad? Pay-Per-Click Advertising What Makes A Powerful Google Ad? AIDA advertising model: Attention Interest Desire Action

What Makes A Powerful Google Ad? Pay-Per-Click Advertising What Makes A Powerful Google Ad? Make your ad an answer to people’s problems! “Reduce your back pain with ergonomic chairs!”

Pay-Per-Click Advertising Looking for Executive Office Desks? Which ad do you think will have the best click-through-rate (CTR)? Ivan Surjanovic, ivan@ipowerlab.com

Pay-Per-Click Advertising Looking for a Leather Office Chair? Which ad do you think will have the best click-through-rate (CTR)? Ivan Surjanovic, ivan@ipowerlab.com

Tip #1: Be targeted! Repeat the search term in the ad heading Pay-Per-Click Advertising Tip #1: Be targeted! Repeat the search term in the ad heading “Leather Office Chair” Genuine Leather Office Chair” or similar Max. 25 characters

Tip #2: Stress the key benefit Pay-Per-Click Advertising Tip #2: Stress the key benefit Give them the major reason to buy! “Largest selection of office chairs” “100% genuine leather”, “Next day delivery” “100% satisfaction guarantee” “Free delivery”

Tip #3: Provide call to action! Pay-Per-Click Advertising Tip #3: Provide call to action! Prompt them to act! “Sign up for our e-newsletter” “Buy now” “Call us today” “Order today and save 10%” “Call now and get free delivery” Max. 35 characters in each description line

Tip #4: Put the keywords in the display URL Pay-Per-Click Advertising Tip #4: Put the keywords in the display URL “Display URL” is the web address that you want to show to your customer www.furnitureexample.com/leatherchair

Tip #5: Take visitors to the landing page Pay-Per-Click Advertising Tip #5: Take visitors to the landing page A landing page: a special page that is a logical extension of the ad; a page dedicated to one particular product or group of products Avoid taking your visitors from Google ads to your site’s home page! Instead, take them directly to a special page that is of most interest to them! “Destination URL”

Principle of “granulating” your campaign Pay-Per-Click Advertising Principle of “granulating” your campaign Divide your campaign into many ad groups to ensure that your ads are highly targeted Keep adding and testing new ad groups (e.g. ergonomic chair ad group, executive chair ad group).

Five Tips for Creating Effective Ads Pay-Per-Click Advertising Five Tips for Creating Effective Ads 1. Be targeted 2. Stress the key benefit 3. Provide call to action 4. Show keywords in the display URL 5. Take them to the landing page

Test, Test, Test! Test different keywords and keyword matches Pay-Per-Click Advertising Test, Test, Test! Test different keywords and keyword matches Test different campaigns, ad groups and ads Test different landing pages Test different bids

Thank You! Pay-Per-Click Advertising Ivan Surjanovic, ivan@ipowerlab.com www.ipowerlab.com