1. What is PPC, and How Does It Work?
Pay-Per-Click Advertising
What is PPC, and How Does It Work?
Ivan Surjanovic,

2. 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.

5. Mall

6. Facebook
Your Website
Ads
Google
Twitter

7. Setting up your campaign
Pay-Per-Click Advertising
Setting up your campaign
Ivan Surjanovic,

9. 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 Kitchen & dining

10. 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 Office chairs

11. Keyword Selection Pay-Per-Click Advertising
Ivan Surjanovic,

12. 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.

13. 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

14. 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

15. 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

16. 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]

17. 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”

18. 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.

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

20. 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

21. 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

22. 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”)

23. 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

24. Creating Effective Pay-Per-Click Ads
Pay-Per-Click Advertising
Creating Effective Pay-Per-Click Ads
Ivan Surjanovic,

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

26. 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!”

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

28. 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,

29. 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

30. 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”

31. 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

32. 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

33. 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”

37. 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).

38. 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

39. 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

40. Thank You! Pay-Per-Click Advertising
Ivan Surjanovic,