Showing posts with label paid search. Show all posts
Showing posts with label paid search. Show all posts
Tuesday, 18 March 2014
Thursday, 9 January 2014
How to Learn PPC Marketing - Google Adwords Courses
Google AdWords (PPC) – Google’s powerful pay per click (PPC) marketing tool - can be a great way of attracting traffic to your website. AdWords is quick to set up: you can have a campaign live within minutes and it delivers targeted traffic from the outset. But, it’s not always easy to use, particularly if you’re new to PPC.
Leave a campaign to progress on its own, unchanged and unguided, and it could cost you a fortune -with no revenue to show for your efforts!
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INTRODUCTION TO PPC ADVERTISING
You will learn:
- The
psychology of search.
- The
secrets of effective copy writing.
- The
correlation between user attention and advertising spend.
- How
a customer progresses through the buying funnel.
INTRODUCTION TO KEYWORDS & MATCH TYPES
You will learn:
- How
to lay out a spreadsheet defining features and benefits.
- How
to craft the perfect headline.
- The
critical elements of your display URL.
- How
to create a keyword list from the perspective of the targeted personas.
- Effective
keyword research tools and how to use them.
- Why
you need separate campaigns for search and content campaigns.
- How
to save time with AdWords Editor.
- How
to harness the power of ad extensions.
WRITING EFFECTIVE AD COPY & INTRO TO LANDING
PAGES
You will learn:
- How
to write compelling ad copy.
- The
difference between feature and benefit based ads.
- How
to take advantage of destination and display URLS.
- How
to check if you're infringing on any trademarks.
- How
to use the Google merchant center.
- How
to use call extensions.
- How
to create dedicated PPC landing pages.
- How
to segment your traffic to various landing pages.
CAMPAIGN SETTINGS
You will learn:
- What
to consider when geographically targeting.
- How
to target based on language.
- How
to reach the most people within a geography.
- The
difference between Search and Display networks.
- How
to create campaigns for different devices
- How
to create and effectively manage a daily budget
CONVERSION TRACKING, BIDDING, & REPORTING
You will learn:
- How
to effectively set and measure goals.
- How
to use PPC data to measure your company's objectives.
- How
to estimate initial conversion rates.
- How
to estimate your revenue per conversion.
- How
to optimize bidding options to your needs.
- How
to optimize your budget
- How
to calculate the value of a click
- All
of the different ways you can look at your data in AdWords
THE CONTENT/DISPLAY NETWORK
You will learn:
- Which
keywords to use in display network campaigns.
- How
your keywords should differ from search advertising campaigns.
- Why
rich media ads require standard ad copy.
- How
to measure results of CPM campaigns.
- Best
practices for enhanced campaigns.
- How
to run Placement Performance Reports.
- Which
sites to block from your placements.
ACCOUNT ORGANIZATION
You will learn:
- How
to organize ad groups by brand and intent.
- Optimize
your paid search by tightly theming your Ad Groups.
- The
secrets of managing complex campaign goals with a step-by-step guide to
campaign structures.
- How
to clearly set and achieve your goals with campaign organization.
- How
the experts organize their campaigns.
QUALITY SCORE
You will learn:
- The
three major factors that determine quality score.
- What
to do with a substandard landing page.
- How
improving your quality score can decrease the cost of your Ad Words
campaigns.
- Find
the best places you can optimize for better quality score.
- How
to organize and maneuver through piles of data with ease.
- How
to research specific terms to use in your ad copy.
- What
you need to do for problem quality scores and sudden changes in quality
score.
- How
to create an effective landing page that ensures a consistently high
quality score.
TESTING & ADVANCED LANDING PAGE STRATEGY
You will learn:
- The
best ways to test your ad copy.
- How
to run tests in a low volume account.
- How
to choose the right landing pages for each of your ad campaigns.
- How
to streamline your landing pages using page segmentation.
- How
Adwords Campaign Experiments (ACE) can be used to control risk.
- How
to define and analyze your experiments.
- The
importance of testing for impact, not variations.
- 8
different button variables.
- 7
variables for creating forms.
- 30
key optimization factors broken into 4 main categories.
TOOLS & OTHER NETWORKS
You will learn:
- How
to maneuver through your data in adCenter.
- The
differences between AdWords and adCenter.
- How
to create large amounts of ads with little effort.
- How
to manage your campaigns more efficiently.
- How
to set up PPC campaigns in LinkedIn and Facebook.
- The
benefits of having a custom Facebook page.
- How to determine your budgets and bids for your social media PPC campaigns
Wednesday, 17 April 2013
Organic Ranking vs Sponsored Ads
Organic Ranking (SEO) vs. Sponsored ads (PPC); How to choose?
- Speed: organic ranking can take up to 12 months; sponsored ranking only takes 24 hours;
- Range: organic ranking is only possible for 10-15 keywords; sponsored ranking is possible for thousands of keywords;
- Stability: organic rankings can drop overnight with search algorithm changes; sponsored rankings are much more stable;
- Cost: organic rankings are free; sponsored rankings are paid per click, and can suffer from click fraud;
- Targeting: sponsored rankings can be shown per time of day or per geographic region; organic rankings cannot
- Media: sponsored ads can show rich media like banners and video ads, organic rankings basically only show text (though this is changing with Google universal).
- Audience: organic rankings are shown to all people, sponsored ads can be targeted per website (adsense style) and audience demographics (gender, age, income group).
SEO for a new website can take over 1 year to have effect, while SEO for established websites can generate faster ranking results, within 3-4 months. If you have a new website, we would advise to start with Pay Per Click (PPC, see menu) to generate traffic.
Factors determining an organic website ranking, also called SERP (Search Engine Result Page) include:
Source-code settings like website title, meta-tag description, meta-tag keywords, and picture ALT-tags;
Content settings like header(=h1, h2)-tags, content-text, and correct internal link anchor-texts;
Keyword settings like correct position in the website title, correct keyword-density, and correct use of the S/C (#search/#competitor) ratio of keywords.
Link settings like the number and page-rank of inbound (=back)links, correct inbound link anchor-texts, and correct Google Sitemap;
Domain settings like a correct DMOZ listing and the presence of correct keywords in the domain name and/or website page names, where applicable;
Age settings the website age is a factor in the ranking; websites younger than 6 months spend a long time in search-engine "sand-boxes"; being evaluated.
Penalty factors like hidden text, homepage re-directs, content-duplication and doorway pages should be avoided.
Organic
A Top 10 SE (search engine) natural rank is only targeted if the key phrase consists of at least 3 keywords, if the page concerned has a page-rank which equals a top 5 value (for the market segment involved) and if the page SEO parameters (name, title, header, alt tags) are correct.
Thursday, 17 January 2013
Google AdWords Glossary - For PPC Tutorial
Google AdWords Glossary
Google AdWords Account: you would like to establish an AdWords account before
you start. Inside this, you discovered the account’s e-mail address and word,
asking info, payment technique, currency, and geographical zone. Once you
discovered the last 3, Google doesn't permit you to travel back and alter them
later.
Ad Rotation: It’s forever sensible follow to run 2 ads at the same
time inside every ad teams. This permits you to check totally different
headlines, body copy, then on to check that performs higher. There in case, in
campaign settings choose “ad rotation” rather “ad optimization”.
Ad Scheduling: Choosing the days and days during which you would like
your ads to be shown.
Average Position: The common positions of your ad in relevancy your
keywords overall and to every keyword one by one. If your AP is larger than
eleven, then you’re seldom if ever creating page one. If it’s around 9, you’re solely generally
creating page one.
Campaigns and Ad Groups: The nub of your Ad Words account. Campaigns square
measure typically general, whereas Ad teams (which fall into campaigns) square
measure specific. as an example, your campaign can be regarding workplace
provides. inside that campaign, you may run totally different ad teams for,
say, paper, filing cupboards, easels, and so on.
Campaign Settings: You want to prefer variety of choices before you'll
activate your account. These embrace campaign name, locations, language,
networks, devices, bidding choices, ad programming, and ad rotation.
Conversions: These square measure pre-determined actions taken by
your guests. Conversions will embrace variety of actions: page views; sign-ups;
catalogue requests; voucher downloads; lead generation; enquiries; white
papers; e-commerce sales.
Conversion Rate: The share of conversions you’ve received from your
clicks. To calculate it, you divide the
amount of clicks by the amount of conversions.
Conversion Rate (many per click): This measures the percentage of resulting conversions
from a similar information science address that comes inside a 30-day amount
following an initial click on one among your ads. As an example, on the primary
click (see below), a traveler might get a product from your web site. With
several per click, it always means they need came inside thirty days and
created an additional purchase(s).
Conversion Rate (one per click): This measures the primary conversion that comes inside
a 30-day amount following a click on one among your ads.
Conversion Tracking: This is often code you derive from inside Ad Words so
insert into your web site. This code is employed to trace your conversions.
Cost per acquisition (CPA): The number every conversion has price. Google
calculates this by dividing the pay quantity by the amount of conversions over
a amount hand-picked by you.
Cost per click (CPC): This has 2
functions. First, it refers to the number you would like to bid for every
click, on the average across your whole keyword list and, if you would like,
you'll create separate bids for various keywords. Second, it shows after the number you have
got truly obtained every click, overall and by individual keyword.
Cost per one thousand impressions
(CPM): Here, you pay not for clicks, however every time
your ad seems on the page. This selection is offered solely on the Google
Content Network.
Click through rate (CTR): This tells you ways well your ads and keywords
square measure playacting. CTR is calculated by dividing the amount of
impressions by the amount of clicks, making a proportion. In AdWords, for
Quality Score functions, the CTR that matters is that achieved on Google
itself; you’re CTR on the search partners and also the content network is
unheeded. Google regards a CTR below one hundred and twenty fifth as poor, 1-2%
as OK, and over a pair of nearly as good.
Daily Budget: The most quantity you're ready to pay in any day
(Google averages this over a period). You set this at campaign level.
Google Analytics: A separate trailing tool that your internet developer
ought to install for you. It provides valuable statistics on your web site
operation as a full. Linking it to AdWords is extraordinarily helpful, because
it can offer with extra knowledge on your PPC activities.
Impressions: These occur every time your ad seems on a viewed page
following a research exploitation one among your keywords. If your ad seems,
say, on page a pair of and also the traveler doesn't open page a pair of, the
impression isn't counted on your score – as a result of your ad wasn't viewed.
Landing Page: The page that your guests square measure taken to once
they click on your advert.
Optimization: Creating your campaign as effective as doable by up
aspects of it. You’ll optimize the likes of keywords, bids, ads, and Landing
Pages.
Networks: Google provides you a alternative of networks wherever
they're going to show your ads. The 3 networks square measure Google search
solely, Google search partners, and also the content network. The default has
all networks switched on. Since every of those will perform otherwise, you must
select the network(s) that you simply feel is true for you.
Position Preference: Telling Google that you simply solely need your ads to
seem once they are going to be during a specific position, e.g., #3 or inside a
variety of positions, e.g. 1-3.
PPC:
Pay per click advertising. You pay given that somebody clicks on your advert
once it seems on the search pages. Google brands this as “Google AdWords”.
Quality Score: Exclusive to Google AdWords. Google scores your
campaign from 0-10. The key to total success (10/10) is relevance. Google
considers variety of problems. However, the main issue is that the relationship
between your keywords, adverts, and landing page. because the campaign
progresses, they'll revise your score in keeping with however sensible your CTR
is for your keywords and ads, and the way high your bids square measure, as a
result of this may have an effect on your CTR. obtaining a high QS is crucial,
as a result of it means Google considers your campaign extremely relevant in
order that they can offer you higher page positions and charge you lower CPC’s.
Reports: Google provides you with a variety of reports that you
simply will run at any time. Visit the "Reports" tab on your account.
ROI: Return on investment. This can also be called Return on Ad Spend
(ROAS). You calculate this using the formula:
Revenue from Sales minus
Advertising Costs x100
Divided by Advertising Costs
Divided by Advertising Costs
Let’s say that your sales
revenue is $100 and your AdWords advertising spend to achieve that is $40. The
formula would look like (100 - 40 / 40) x 100. Thus, the ROI would be 150% -
you are making 150% of your ad spend. But let’s say that your sales revenue is
$40 and your ad spend is also $40, your ROI would be 0% (you’d be breaking
even). On the other hand, if your revenue is $30 and your advertising spend is
$40, your ROI is minus 25% (you’re making a loss). So, your aim is to get an Ad
Words ROI of 0% or greater.
SERPS: Search engine results pages.
Sponsored
Links: Google AdWords pay per click
adverts.
Website
Optimizer: A special tool - not just for
Google AdWords - that allows you to split test and experiment with a number of
variations on your landing pages. This is complicated and you may need
professional assistance.
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