GE T T ING ST ART E D WIT H ADWORDS & PPC MARKE T ING - - PowerPoint PPT Presentation

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GE T T ING ST ART E D WIT H ADWORDS & PPC MARKE T ING - - PowerPoint PPT Presentation

Jan 25, 2024 205 likes •889 views

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

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GE T T ING ST ART E D WIT H ADWORDS & PPC MARKE T ING

9/ 14/ 17

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Introduction/ Sarah Stashuk

Director of Digital Media & SEO

  • Aristotle Since 1999
  • UOT Since 2014
  • Google AdWords Certified
  • Google Premier Partner
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Campaigns Social Web Design Email Media Video Analytics Performance Search

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SPE CIF IC PL ANS & T ACT ICS

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CL IE NT S / Sta te Pa rks & T

  • urism

INTRODUCTION / State Parks & T

  • urism Clients
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Jump In!

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Share to Win @AristotleBuzz

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T

  • pic s for

T

  • day:
  • 1. Why Pay-Per-Click?
  • 2. How to Get Started
  • 3. Secrets to Success

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1.

Why Pa y-Pe r-Clic k?

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1 1

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Google U.S. Search Market Share = 63%

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U.S. Travel & T

  • urism Growth in Google
  • 17% Search Growth Q117 YOY
  • 51% from Mobile
  • 43% Searches from Computers
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Why Pay-Per-Click?

  • 1. Rise to the Top!
  • 2. Only Pay for Clicks
  • 3. Get Measurable Results
  • 4. Stay in Control
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Rise to the T

  • p!
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Only Pay for Clicks

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Identify Y

  • ur Goals
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Get Measurable Results

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Stay in Control

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Control By Location

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Control By Device

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Control By Schedule

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It’s OK

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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
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Share to Win @AristotleBuzz PPC visitors are 50% more likely to purchase something than organic visitors

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2.

Ho w to Ge t Sta rte d

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How to Get Started

  • 1. Set Up Your Account
  • 2. Choose a Network
  • 3. Review Landing Page
  • 4. Create a Campaign
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Set Up Y

  • ur Account
  • Google AdWords Account
  • Credit card
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Choose a Network

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Search Network Ad

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Banner Ad on TripAdvisor

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Banner Ad in Google Display

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  • 1. What is your offer?
  • 2. How will it make

my life better?

  • 3. What do I need to

do to buy it?

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5 Second Grunt T est

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Quality Score

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How Ads Get Chosen T

  • Be Displayed
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Search Ad

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Landing Page

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Search Ad

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Landing Page

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Create Y

  • ur Campaign

1 1 2

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Set a Low Daily Budget

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Stay Organized

1 1 2

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Organize Ad Groups by T

  • pic

1 1 2

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Share to Win @AristotleBuzz Businesses make an avg of $2 in income for every $1 they spend in AdWords

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3.

Se c re ts to Suc c e ss

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Secrets to Success

  • 1. Understand Search Intent
  • 2. Review Search Terms
  • 3. Use Negative Keywords
  • 4. Use Ad Extensions
  • 5. Test & Optimize Ad Copy
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Utah Things to Do in Utah

Book Hotel in Salt Lake City, Utah General interest More specific interest Visitor knows exactly what they want

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Understand Search Intent

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Google Keyword Planner

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Google Keyword Planner

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Use Match T ypes

Broad +Modified Broad “Phrase” [Exact] REACH RELEVANCY

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Y

  • u Bid on Keywords
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Review Search T erm Report

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Use Negative Keywords

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Use Negative Keywords

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Use Ad Extensions

Reviews Google + Price Location Site Links Click to Call

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Review Callouts Site Links

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T est & Optimize Ad Copy

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Use Keyword Replacement

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Share to Win

@AristotleBuzz

69% of mobile searchers call a business straight from Google search

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3 T a ke a wa ys

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3 T akeaways

  • 1. Know Your Audience
  • 2. Define & Track Your Goals
  • 3. Optimize for Success
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aristotlebuzz.com/utah-ppc

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Get Free Resources & Contact Me

linkedin/in/sstashuk/ sstashuk@Aristotle.net aristotlebuzz.com/utah-ppc