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Pay Per Click The Big Picture Rod Holmes from CHICAGO Style SEO Monday, August 16, 2010 Pay Per Click PPC Search Engine Marketing Search Marketing AdWords Why is PPC SEM Important? AdCenter CHICAGO Style SEO 773.809.5002

  1. Pay Per Click The Big Picture Rod Holmes from CHICAGO Style SEO Monday, August 16, 2010

  2. Pay Per Click PPC Search Engine Marketing Search Marketing AdWords Why is PPC SEM Important? AdCenter CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  3. Pay Per Click Why is PPC Important? Monday, August 16, 2010

  4. Why is PPC Important? Google Sandbox Trackable, Controllable ROI How Is AdWords Guaranteed Traffic Organized? Budget-able Expense CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  5. How Is AdWords Organized? Campaigns AdGroups AdGroups Keywords Keywords The Basics Keywords Keywords Keywords Keywords CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  6. The Basics What You Do... What to Pay Attention To... Monday, August 16, 2010

  7. What You Do... Determine Business Goals Research Keywords Organize Keywords into AdGroups Write Two Ads Per AdGroup Review Bidding Launch Analyze Per Goals CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  8. Determine Business Goals Buying Funnel Awareness Interest Learn Shop Buy CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  9. What You Do... Determine Business Goals Research Keywords Organize Keywords into AdGroups Write Two Ads Per AdGroup Review Bidding Launch Analyze Per Goals CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  10. Research Keywords Find Long-tail Keywords # Of Searches/Month Long-tail Keywords Keywords CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  11. Research Keywords Keywords...Four Basic Types •Explicit Chicago Ferrari Mechanic •The Problem Ferrari won’t go 210 mph •Symptoms Ferrari whines at 195 mph •Product Parts or Brand Names Ferrari Testarossa 12 cylinder CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  12. Research Keywords CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  13. Research Keywords CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  14. What You Do... Determine Business Goals Research Keywords Organize Keywords into AdGroups Write Two Ads Per AdGroup Review Bidding Launch Analyze Per Goals CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  15. Organize Keywords into AdGroups Group Keyword So One Ad Can Represent & Repeat the Keywords Wedding Pictures Wedding Photographer Chicago Wedding Photography Wedding Photojournalist Best Wedding Photographer Wedding Video Wedding Picture CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  16. What You Do... Determine Business Goals Research Keywords Organize Keywords into AdGroups Write Two Ads Per AdGroup Review Bidding Launch Analyze Per Goals CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  17. The Basics What You Do... What to Pay Attention To... CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  18. What to Pay Attention To... Click Thru Rates (CTR) Cost Per Click (CPC) CPC vs. Bid Average Position Quality Score CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  19. CTR Landing Keyword Page Relevancy Quality Score Historical Ad Performance Relevancy Various Tools You’ll Need Relevancy Factors CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  20. Keyword Ad Relevancy Relevancy Quality Score Landing Tools You’ll Need Page CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  21. Tools You’ll Need Rod Holmes AdWords Account from CHICAGO Style SEO Google Keyword Tool Spreadsheet Pay Per Click AdWords Editor App The Big Pictur CHICAGO Style SEO 773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614 Monday, August 16, 2010

  22. Pay Per Click The Big Picture Rod Holmes from CHICAGO Style SEO Monday, August 16, 2010

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