Pay Per Click The Big Picture Rod Holmes from CHICAGO Style SEO - - PowerPoint PPT Presentation

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Pay Per Click The Big Picture Rod Holmes from CHICAGO Style SEO - - PowerPoint PPT Presentation

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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

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SLIDE 1

Pay Per Click

Rod Holmes

from

CHICAGOStyleSEO

The Big Picture

Monday, August 16, 2010

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SLIDE 2

Why is PPC Important?

SEM PPC AdWords AdCenter Search Marketing

Search Engine Marketing

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

Pay Per Click

Monday, August 16, 2010

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SLIDE 3

Why is PPC Important?

Pay Per Click

Monday, August 16, 2010

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SLIDE 4

How Is AdWords Organized?

Why is PPC Important?

Google Sandbox Trackable, Controllable ROI Guaranteed Traffic Budget-able Expense

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

Monday, August 16, 2010

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SLIDE 5

The Basics

AdGroups Campaigns

How Is AdWords Organized?

Keywords

Keywords

Keywords

Keywords

Keywords

Keywords

AdGroups

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

Monday, August 16, 2010

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SLIDE 6

What You Do... What to Pay Attention To...

The Basics

Monday, August 16, 2010

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SLIDE 7

Organize Keywords into AdGroups Write Two Ads Per AdGroup Review Bidding Launch Analyze Per Goals Research Keywords

What You Do...

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

Determine Business Goals

Monday, August 16, 2010

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SLIDE 8

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

Buying Funnel

Awareness Interest Learn Shop Buy

Determine Business Goals

Monday, August 16, 2010

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SLIDE 9

Determine Business Goals Organize Keywords into AdGroups Write Two Ads Per AdGroup Review Bidding Launch Analyze Per Goals Research Keywords

What You Do...

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

Monday, August 16, 2010

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SLIDE 10

Find Long-tail Keywords

Research Keywords

Long-tail Keywords

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

# Of Searches/Month Keywords

Monday, August 16, 2010

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SLIDE 11

Research Keywords

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

Keywords...Four Basic Types

  • Explicit
  • The Problem
  • Symptoms
  • Product Parts or Brand Names

Chicago Ferrari Mechanic Ferrari won’t go 210 mph Ferrari whines at 195 mph Ferrari Testarossa 12 cylinder

Monday, August 16, 2010

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SLIDE 12

Research Keywords

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

Monday, August 16, 2010

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SLIDE 13

Research Keywords

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

Monday, August 16, 2010

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SLIDE 14

Determine Business Goals Organize Keywords into AdGroups Write Two Ads Per AdGroup Review Bidding Launch Analyze Per Goals Research Keywords

What You Do...

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

Monday, August 16, 2010

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SLIDE 15

Group Keyword So One Ad Can Represent & Repeat the Keywords Wedding Photographer Wedding Picture Wedding Pictures Wedding Photojournalist Wedding Video Best Wedding Photographer Chicago Wedding Photography

Organize Keywords into AdGroups

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

Monday, August 16, 2010

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SLIDE 16

Determine Business Goals Organize Keywords into AdGroups Write Two Ads Per AdGroup Review Bidding Launch Analyze Per Goals Research Keywords

What You Do...

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

Monday, August 16, 2010

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SLIDE 17

What You Do... What to Pay Attention To...

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

The Basics

Monday, August 16, 2010

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SLIDE 18

What to Pay Attention To...

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

Click Thru Rates (CTR) Cost Per Click (CPC) CPC vs. Bid Average Position Quality Score

Monday, August 16, 2010

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SLIDE 19

Quality Score

Tools You’ll Need

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

Historical Performance

Landing Page CTR Keyword Relevancy Ad Relevancy Various Relevancy Factors

Monday, August 16, 2010

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SLIDE 20

Quality Score

Tools You’ll Need

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

Landing Page Keyword Relevancy Ad Relevancy

Monday, August 16, 2010

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SLIDE 21

Rod Holmes

from

CHICAGOStyleSEO

The Big Pictur

Pay Per Click

Tools You’ll Need

AdWords Account Google Keyword Tool AdWords Editor App Spreadsheet

CHICAGOStyleSEO

773.809.5002 • info@chicagostyleseo.com 2020 Lincoln Park West #3 Chicago, IL 60614

Monday, August 16, 2010

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SLIDE 22

Pay Per Click

Rod Holmes

from

CHICAGOStyleSEO

The Big Picture

Monday, August 16, 2010