PPC Presentation

What is PPC

Pay per click (PPC) is an advertising model used on search engines, Pay Per Click is a specific internet-based advertising campaign which is used on search engines. Pay per click website advertisements can be placed as sponsored results, down the right hand side, above or to the right of the search results page; when a user clicks on the advertisement link, the advertiser is charged a small amount.

Basic Requirements of PPC

  • Adwords Login Info
  • Keywords which is site Related
  • Keywords should have more search volume and less Advertising competition
  • Bid Value for Keywords & Daily Budject
  • Display Url
  • Destination Url

How To Do PPC

  • Compile a large list of Keywords for the parent word.
  • Once keyword research is accomplished and keywords are tightly themed into groups, groups need to be loaded into my adwords account.
  • Open https://adwords.google.com & Login
  • After login the https://adwords.google.com Just click Campaign Summary
  • To creat a new campaign.just click on keyword-targeted
    And give Name your campaign & add group.And Select the language
  • Select Your ads will appear to users anywhere the country.
  • Create 1 ad for each adgroup using the following information – Like this:
  • Headline – Lose 10 Lbs In 10 Days
  • Line 1- Guaranteed Weight Loss- Free
  • Line 2 – Revolutionary Breakthrough Works
  • Display URL – example.com
  • Destination URL – http://www.example.com
  • add the keywords.those you find in keyword research.
  • Set the daily budget & Cost per click bid.
  • Review your selections & save campaign.

Pay Per Click
Pay per Click is a type of search marketing where advertisers pay a set amount every time their ad is clicked by a prospect to search engines.

A type of online advertising where you pay only when a potential customer clicks on your ad. PPC ads appear on the top and right-hand side of the web search results page.

                                             Benfits of Pay per click Advertising
1.pay per click advertising is a relatively low cost method of generating increased traffic to your website.
2.PPC Advertising is Measurable
3.PPC Advertising is Cost Effective
4.PPC Advertising is for Businesses of all size
5.Strong Global presence.

Features Provided by Google to Achieve your desired CTR

(1) Exact Match
(2) Phrase Match
(3) Broad Match
(4) Negative Keywords

Broad Match :
A User’s search term will match a Broad Match type Keyword if it contains all the same words, in any order and in any cases. Additional words not in the Keyword may also be included in the search term.
This is the default match type; if you’re not sure which match type to use, leave your keywords as Broad Match.
Eg. Broad Match Keyword: flower pot
Matches search terms (as entered by search user):
* flower pot
* pot flower
* Flower Pot
* plastic flower pot
* red pots for flowers
flower pot sales

Phrase Match :
A User’s search term will match a Phrase Match type Keyword if it contains all the same words, in the same order and in any cases. Additional words not in the Keyword may also be included in the search term provided they fall before or after the phase, not within.
Eg. Phrase Match Keyword: flower pot
Matches search terms (as entered by search user):
* flower pot
* Flower Pot
* plastic flower pot
* flower pot sales
Does not match search terms:
* pot flower
* flower sales
* red pots for flowers
* flower big pot

what is the adwords?
AdWords is Google’s flagship advertising product and main source of revenue. AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads.
Google AdWords aims to provide the most effective advertising available for businesses of any size.
Google AdWords Advantages:
1)We pledge to help you meet your customer acquisition needs by enabling you to:
2)Reach people looking for your product or service
3)Fully control your ad budget
4)Easily create and edit your ads
4)See your ads on Google within minutes of creating them
Min Bid value: 0.01

what is the adcenter(msn)?
Microsoft adCenter (formerly MSN adCenter), is the division of the Microsoft Network (MSN) responsible for MSN’s advertising services. Microsoft adCenter provides pay per click advertisements.
Min Bid value:0.05

what is the yahoo searchmarketing?
yahoo! Search Marketing is a keyword-based “Pay per click” or “Sponsored search” Internet advertising service provided by Yahoo!.
Min Bid value:0.10

CPC:The cost-per-click (CPC) is the amount that you pay each time a user clicks on your ad.

CPM:This stands for cost-per-thousand impressions. A CPM pricing model means advertisers pay for impressions received.

Cost per action (CPA):CPA, is the current amount that you are willing to pay for a specific action to be completed on your site. This cost generally varies depending on product and on type of action. You set your own fixed CPA for each action when you create a pay-per-action campaign.

Impression:The “Impr” located on your reporting statistics refers to the number of “impressions” for your ad. The number of impressions is the number of times an ad is displayed on Google or on sites or products in the Google Network.
Click-through Rate (CTR):The click-through rate (CTR) is the number of clicks that your ad receives divided by the number of times that your ad is shown (impressions). Your ads and keywords each have their own CTRs, unique to your ad group’s performance.
Conversion:When a user completes an action on your site, such as buying something or requesting more information.
Destination URL:When you create your ad, you will specify a Display URL and a Destination URL. The Destination URL is the exact URL within your website that you want to send users to from your ad.

Display URL:This is the URL displayed on your ad to identify your site to users. The green text in the sample ad below is the Display URL. Users clicking on this ad have a clear idea of the website or landing page to which they will be taken when they click on that ad.

Disapproved Ads Page:The Disapproved Ads page within your AdWords account allows you to easily check the status of your disapproved ads and find out why they were disapproved. You will still receive emails from our review team regarding all disapproved ads; however, this page will also be available for you to review your ad disapproval status at any time. You can access this page from the Campaign Management tab at the top of your account.

Maximum CPM bid:A maximum CPM bid is the highest amount that you’re willing to pay for each 1000 impressions your ad receives. CPM stands for cost-per-thousand impressions.
Minimum CPC bid:A minimum cost-per-click (CPC) bid is assigned to each keyword in your account based on its quality (or Quality Score). The minimum bid is usually the lowest amount you can pay per click in order for your keyword to show ads.
Maximum Cost-Per-Click:Your maximum cost-per-click (CPC) is the highest amount that you are willing to pay for a click on your ad. You can set a maximum CPC at the keyword-level or Ad Group-level. The AdWords Discounter automatically reduces this amount so that the actual CPC you are charged is just one penny more than the minimum necessary to keep your position on the page.

Keyword:The keywords that you create for a given ad group are used to target your ads to potential customers.
Mobile Image Ads:Graphical AdWords ads appearing on selected content sites in Google’s mobile content network.
Mobile Text Ads:Text AdWords ads appearing on both Google’s mobile search and mobile content network.
Banner ads: A graphic image typically placed at the top of an ‘editorial content’ page linking to the advertiser’s content page. Standard banner ad sizes are (in pixels): 468 x 60 (full size); 234 x 60 (half size); 125 x 125 (tile); and 120 x 60 (button).
Text Ad:Concise, action-oriented copy that links to your website. Also known as a sponsored link.
Banarads:Banner ads are usually relatively simple pieces of HTML code.Banner ads in high-traffic areas of the Web.

Split Test: It is the process of testing your ads to know which one is performing the better.
What are different adformats available: The general ad formats are Text ads and image ads(animated ads) OTher formats available are video ads, local business ads and mobile ads.
Which is the best Search Engine Marketing
Google is the best choice. Over 80% of internet users in US and millions of user worldwide views adwords ads.Adwords lets you instant access to this vast number of potential customers.
Yahoo is also the best choice.Because there are no strict rules, for example we need not provide the display and destination URL exactly the same.

Where do you view your campaign details —> Inside the Campaign Management Tab.

Where do you get your billing information——> Inside the My Accout Tab.

What is the difference between SEO and SEM?

Seo refers to the practice of ranking pages in the Organic results.

Sem refers to all practices that balance search engines for traffic, advertising and marketing

What are organic results?
Search results from a search engine that are not from advertisers that paid money to get in the top ranks.
What are Paid results?
I’ve gone through the paid results…It showed two results in a single page….same title…same description…in sponsor …
What are called CPA networks? Can you give any examples?
CPA:CPA (sometimes known as Pay Per Action or PPA) is an online advertising pricing model, where the advertiser pays for each specified action (a purchase, a form submission, and so on) linked to the advertisement.
Landing Page:An active web page where customers will ‘land’ when they click your ad. The web address for this page is often called a ‘Destination URL’ or ‘click-through URL’.

Mobile Image Ads:
All image ads pictured on this page appear as they would on an XHTML mobile web page. The appearance of an ad’s ‘user bar’ – consisting of an ‘[Ad]’ tag and the display url – may vary slightly depending upon a page’s markup language.

Acceptable file formats: .gif, .jpg, .png.

Video Ads
Use Google AdWords to run ads – ads that combine the power of sound and motion with the precision of Google to provide users with a relevant and engaging advertising experience. Like text, image, and Flash ad formats, video ads will be displayed on sites that are part of the Google network.

CPI:Cost per impression, often abbreviated to CPI, is a phrase often used in online advertising and marketing related to web traffic. It is used for measuring the worth and cost of a specific e-marketing campaign. This technique is applied with web banners, text links, e-mail spam, and opt-in e-mail advertising, although opt-in e-mail advertising is more commonly charged on a cost per action (CPA) basis.

Pay per lead (PPL)OR (CPL): is a method of marketing that enables an advertiser to receive membership or advertising services in return for paying per lead received from the marketing venue used. It can be compared to PPC (pay per click), PPS (pay per sale) and PPA (pay per action) advertising methods that require the advertiser to respectively pay for clicks, sales and actions generated through a marketing venue.

What is the Google Network?
The Google Network is a large group of websites and other products, such as email programs and blogs, who have partnered with Google to display AdWords ads. Advertisers have the option of running their ads on Google as well as the Google Network for no extra cost
Keyword-targeted ads
Besides appearing on search results on Google, AdWords advertisers are automatically eligible to have their campaigns with keywords appear on the Google Network.
The search network
Ads are targeted based on a user’s search terms. For example, on if you search for ‘Italian coffee’ on Google, you’ll see related coffee ads next to the search results.
Content network
Ads are targeted based on content themes rather than specific keywords. You can also specify specific sites. Learn more about the content network.

Quality Score: Quality Score is the basis for measuring the quality of your keyword and ad and determining your minimum bid. Quality Score is determined by your keyword’s clickthrough rate (CTR), relevance of your ad text, historical keyword performance, and other relevancy factors. The higher your Quality Score, the lower your minimum bid and price you’ll pay per click.

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