GE T T ING ST ART E D WIT H ADWORDS & PPC MARKE T ING 9/ 14/ 17
Introduction/ Sarah Stashuk Director of Digital Media & SEO • Aristotle Since 1999 • UOT Since 2014 • Google AdWords Certified • Google Premier Partner 3
SPE CIF IC PL ANS & T ACT ICS Media Search Web Design Social Analytics Campaigns Video Email Performance 5 5
INTRODUCTION / State Parks & T CL IE NT S / Sta te Pa rks & T o urism ourism Clients 6
Jump In! 7
Share to Win @AristotleBuzz 8
T opic s for T oday: 1. Why Pay-Per-Click? 2. How to Get Started 3. Secrets to Success 9
1. Why Pa y-Pe r-Clic k? 10
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Google U.S. Search Market Share = 63% 15
U.S. Travel & T ourism Growth in Google • 17% Search Growth Q117 YOY • 51% from Mobile • 43% Searches from Computers 16
Why Pay-Per-Click? 1. Rise to the Top! 2. Only Pay for Clicks 3. Get Measurable Results 4. Stay in Control 17
Rise to the T op! 18
Only Pay for Clicks 19
Identify Y our Goals 20
Get Measurable Results 21
Stay in Control 22
Control By Location 23
Control By Device 24
Control By Schedule 25
It’s OK 26
Google Loves Control Freaks I have enjoyed my experience working with Sarah. She is an extremely dedicated Agency Partner who always strives to ensure that her clients' campaigns are performing well. - Michelle at Google 27
Share to Win @AristotleBuzz PPC visitors are 50% more likely to purchase something than organic visitors 28
2. Ho w to Ge t Sta rte d 29
How to Get Started 1. Set Up Your Account 2. Choose a Network 3. Review Landing Page 4. Create a Campaign 30
Set Up Y our Account • Google AdWords Account • Credit card
Choose a Network 32
Search Network Ad 33
Banner Ad on TripAdvisor 34
Banner Ad in Google Display 35
5 Second Grunt T est 1. What is your offer? 2. How will it make my life better? 3. What do I need to do to buy it? 36
Quality Score 37
How Ads Get Chosen T o Be Displayed 38
Search Ad 39
Landing Page 40
Search Ad 41
Landing Page 42
Create Y our Campaign 1 2 1 43
Set a Low Daily Budget 1 2 1 44
Stay Organized 1 2 1 45
Organize Ad Groups by T opic 1 2 1 46
Share to Win @AristotleBuzz Businesses make an avg of $2 in income for every $1 they spend in AdWords 47
3. Se c re ts to Suc c e ss 48
Secrets to Success 1. Understand Search Intent 2. Review Search Terms 3. Use Negative Keywords 4. Use Ad Extensions 5. Test & Optimize Ad Copy 49
Understand Search Intent Utah General interest Things to Do in More specific interest Utah Book Hotel in Salt Visitor knows exactly what they want Lake City, Utah 50
Google Keyword Planner 51
Google Keyword Planner 52
Use Match T ypes [Exact] “Phrase” RELEVANCY REACH +Modified Broad Broad 53
Y ou Bid on Keywords 54
Review Search T erm Report 55
Use Negative Keywords 56
Use Negative Keywords 57
Use Ad Extensions Price Location Site Links Google + Click to Call Reviews 58
Callouts Review Site Links 59
T est & Optimize Ad Copy 60
Use Keyword Replacement 61
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Share to Win @AristotleBuzz 69% of mobile searchers call a business straight from Google search 64
3 T a ke a wa ys 65
3 T akeaways 1. Know Your Audience 2. Define & Track Your Goals 3. Optimize for Success 66
aristotlebuzz.com/utah-ppc 67
Get Free Resources & Contact Me linkedin/in/sstashuk/ sstashuk@Aristotle.net aristotlebuzz.com/utah-ppc 68
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