1. MadeToEngage.com PPC Digital DNA PPC Workshop 4th March 2016 Jonny Cameron

2. MadeToEngage.com Your Customers Stats from Google Quarterly Report March 2015

3. Jonny Cameron MadeToEngage.com Your Customers Stats from Google Quarterly Report March 2015

4. Jonny Cameron MadeToEngage.com Your Customers

5. Jonny Cameron MadeToEngage.com Your Customers 88% of consumers research online before taking action ~ Accenture: “Seamless Retail” - 2014

6. Jonny Cameron Your Customers Data from Google Micro Moments Report

7. Jonny Cameron MadeToEngage.com Your Customers PPC Visual from Moz.com.

8. Jonny Cameron MadeToEngage.com What is PPC? Pay Per Click (PPC) is an internet advertising model, in which advertisers pay their host only when their ad is clicked. On search engines, advertisers can bid on keywords relevant to their target market and serve text ads that send visitors to their website or app. Advertisers can serve visual ads based on interest, previous behaviour, the content of the site they are looking at and their previous website visits.

9. Jonny Cameron MadeToEngage.com What is PPC?

10. Jonny Cameron MadeToEngage.com What is PPC? Use PPC for... Direct marketing Test the market Inform Campaigns Drive Sales

11. Jonny Cameron MadeToEngage.com What is PPC? Google - A Good Place to Start

12. Jonny Cameron MadeToEngage.com What is PPC? - Ad Types

13. Jonny Cameron MadeToEngage.com What is PPC? - Search ads

14. Jonny Cameron MadeToEngage.com What is PPC? - Display ads

15. Jonny Cameron MadeToEngage.com What is PPC? - Calls It’s not just about clicks to your website...

16. Jonny Cameron MadeToEngage.com Search vs. Display It’s all about intent!

17. Jonny Cameron MadeToEngage.com Getting Started ●Define ideal visitor type ●Make a list of terms that describe your services ●Do some searches yourself ●Use the Google Keyword Research tool ●Set up conversion and call tracking ●Create a persuasive landing page ●Use data to make better decisions

18. Jonny Cameron MadeToEngage.com Getting Started

19. Jonny Cameron MadeToEngage.com Getting Started - tools Use the Google Keyword Research tool

20. Jonny Cameron MadeToEngage.com Getting Started - tools

21. Jonny Cameron MadeToEngage.com Getting Started - tools Use SEM Rush to spy on competitors (and get ideas)

22. Jonny Cameron MadeToEngage.com Getting Started Average monthly searches of 260 There is competition How relevant is the competition?

23. Jonny Cameron Getting Started - Research ●Write your own keyword list ●Ask staff and existing customers ●Use the keyword tools ●Use social media and forums ●Look at the keywords people are using to find your site organically (if you have analytics) ●Look at the keywords people are using in your on-site search ●Build a list. Disregard irrelevant terms ●Segment / group terms into relevant groups TIP: Build your campaign around delivering relevance through targeted ads and landing pages that match searchers needs

24. Jonny Cameron Getting Started - Structure Remember when we said it was easy (ish)???

25. Jonny Cameron MadeToEngage.com Getting Started I’m not drinking it! Stop! Is your website a bit rubbish? You can make them click, but they won’t convert!

26. Jonny Cameron MadeToEngage.com Budgeting

27. Jonny Cameron MadeToEngage.com Budgeting ●Don’t spend more than you can afford ●Competitor research ●Use the Google adwords research tool ●Understand quality score ●Understand bidding and budgeting strategies

28. Jonny Cameron MadeToEngage.com Budgeting ●Reducing costs over time ●Income bidding ●Quality Score ●Enhanced campaigns What if everything is too expensive?

29. Jonny Cameron Data

30. Jonny Cameron MadeToEngage.com Strategy What’s your objective?

31. Jonny Cameron MadeToEngage.com Strategy Build Awareness

32. Jonny Cameron MadeToEngage.com Strategy Influence Consideration

33. Jonny Cameron MadeToEngage.com Strategy Sales, Sign-Ups, Footfall

34. Jonny Cameron MadeToEngage.com Strategy

35. MadeToEngage.com PPC THANKS! Jonny Cameron