John Ferraro

Eclick: Pay per click

PPC vs. Organic

Google predominantly dominates the industry

Benefits of PPC
*Efficient: advertise when you want and where you want
*Real Time: control keywords and ad copy
*Targeted: locations, time of day, languages
*Test Ideas: track demands before investing
*Ad copy split testing (A/B testing): determines successful wording to expand to natural searches
want to run a few ads to see what's working and see what got better conversion and CTR
*Keyword Analysis: determine best keywords for traffic and conversions

  • Helps organic ranking

Common Terms of PPC
*Impressions: number times your ad was shown
*Clicks: number times your ad was clicked on
*Position: your ads place on the search page
*Conversion: click you ad then complete an action
*CTR (Click thru rate): [clicks/impression] x 100
*Cost per click
- important to keep as least expensive as possible!
*Average Position: average position on the page that ad is shown

*1 account - multiple campaigns - multiple ad groups for each company for example:
farmers market - fruit/veggies - apples, oranges/carrots, beets


  • billing and payment
  • reporting
  • Google analytics


  • 25 per account
  • budgeting
  • language/country/region targeting
  • ad scheduling and distribution (content vs. search)

Ad Group

  • 100 per campaign
  • keyword management - clicks, impressions, conversions
  • ad management - clicks, impressions, conversions

Search Network vs. Content Network

  • Search Network is usually used for Pay per Click

search network accounts for majority of success

  • Content Network is not extremely targeted and not recommended for Pay per Click

don't get best results with content network
contextually targeted - ad is served based on relevancy to keywords and websites
1000's of websites and impressions

Keyword Research

  • It is good to think from the customers' point of view rather than the owners' because owners are more likely to have insider information and knowledge of the industry. They might come up with keywords that customers/users would not come up with.
  • Check log files/analytics to determine what keywords are sending traffic to the website
  • Use the keyword Google tool because it suggests keywords with search volume
  • Be aware of acronyms like PDA, which can mean multiple things (Personal Digital Assistant, Public Display of Affection)
  • Stay away from one word keywords because keywords with more words:
  1. are more specific
  2. less expensive
  3. less competition for keywords

Some Tips
*Include the keywords you're using in your ad copy
*Think like a customer!
*dont be too broad!
*Use geographic modifiers that make the keyword list longer and less competitive

  • city names
  • neighborhoods
  • zip codes

*A/B split tests are very important! have at least 2 different ads running for each ad group!
*Be aware of acronyms
*Use different techniques in your campaign to show Google that you are making an extra effort to learn new things and be creative!

  • Remember the more relevant the headline is the higher the Click thru rate
  • It is important to have keywords that you are bidding on in the ad copy

Broad Match - good idea to see what search volume is out there for keywords

  • Default setting
  • Example: keyword = Chicago real estate

ads will show for any variation
Chicago, IL real estate
real estate in Chicago

Phrase Match - phrase has to be searched for

  • use quotations "Chicago real estate"
  • Ads will only show if phrase is searched for

Exact Match - keyword queries that are longer

  • use brackets [Chicago real estate]
  • brackets are used when phrase is doing well as indicated by CTR and conversion

Negative Match - use especially in broad match because it helps be more specific

  • used to tell Google what you don't want to show up in the search

Ad Copy A/B Testing

  • different ad (same headline, different copy; or different headline, same copy)
  • different landing pages - 2 ads but same destination URL shows how relevant the landing page is
  • track the results

Common Mistakes

  • Sending traffic to home page; you want to make sure you send them to a page that's relevant to what they are searching for
  • bidding on keywords that are too general, for example: doctor, condo and lawyer.
  • quality score; having relevance and being organized are crucial to a campaign
  • bidding to be number 1

Conversion Tracking

  • an action taken on your site that you deem valuable
  • must have a unique thank you or check out success page to monitor results adequately

Quality Score

  • tells how relevant your keywords are
  • want score to be ok (5-7) or great (8-10)
  • Google created quality score because companies would bid on everything just to get traffic to their site. As a result, keywords and phrases have to be relevant to the copy now
  • Keys to quality score: organization and improving CTR

Dynamic Keyword Insertion (DKI)

  • used for headlines
  • there are higher click-thru rates if someone searches phrases and it shows up in the headline
  • makes the ads look more relevant to the users

Develop a "Long Tail" list of keywords

  • perfect for SEO
  • less expensive and competitive
  • higher CTR and conversion rate
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