1. Build Your Web Presence with PPC Advertising (Pay-Per-Click)

2. Topics in this module Pay-per-click (PPC) advertising concepts
PPC campaign sequence
PPC bidding
PPC budgeting
Optimize and measure results
PPC best practices
Types of PPC ads
Social media advertising

3. PPC ads appear in response to online searches
Keywords are the phases and terms used in searches
Like “digital asset management” or “outsourced IT services in Houston”
Each keyword has a “cost per click”
Expressed as a bid price to get on the first page
The more popular a keyword, the higher the bid price
You only pay for clicks
Not for your ad being displayed

4. Search engine results page
PPC Ads
“Paid”
In this example, a search for “small business outsourced IT services Houston” resulted in this page
Organic Results
“Unpaid”

5. Pay-per-click advantages
Appears top of the search results
More control of prospect experience
Tailored ads to your target market
Kick-start lead generation engine

6. Where should you place ads?
Google has roughly 70% of the search market
Bing offers typically lower CPCs
Google (not logo)
Bing and Yahoo (not logo)

7. Setting up a PPC campaign
Define goals and budget
Determine keywords
Setup landing pages
Create your PPC ads
Develop calls-to-action

8. Identify keywords and variations
Keyword, phrases, and variations
Monthly searches
Do research using:
Google “autocomplete”
Google and Bing Keyword Planning tools
Keywordtool.io

9. Strategy: Which keywords to use?
Use specific keyword phrases
Outsourced IT = many searches / expensive
Outsourced IT in Houston = fewer searches / less expensive
Look at keyword variations
May have significantly different monthly searches and costs
Consider including or excluding keywords

10. Calls to action (CTAs) You need calls to action Multiple CTAs
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You need calls to action
Specific offers that will interest your prospects
Offers must be clearly understood
Multiple CTAs
Ideally, different offers to address needs at each stage of buyer’s journey
Allows you to nurture prospects along their journey
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11. Set up landing pages Landing page best practices
Provide a way to expand on the short phrases in the ad
Enable promotion of products and services via campaigns
Provide a mechanism for processing calls to action
Capture visitor contact information for further nurturing
When working with ads, you’ll notice that you have a limited amount of space to get your idea across. A landing page gives you the opportunity to expand upon the topic of the ad. Furthermore you can use landing pages to promote your products and services that relate to the keywords in your campaign.
Landing pages provide a way for visitors to pursue your call to action. Landing pages should always include a way to process that call to action – usually by completing a short form. This allows you to capture contact information for nurturing and guiding through the buyer’s journey.
Most of the marketing automation solutions available on the market include a landing page creation tool. These products give you the opportunity to create multiple landing pages easily. If you don’t have a CMS or a marketing automation solution that supports landing pages, you may outsource it. There are several services such as Unbounce that provide turn-key customizable landing pages for a fee.

12. Setting up landing pages
Clear call to action
Short non-intimidating user input form
No distractors or navigation off this page
Company branding used

13. Write and create ads Creating a text-based PPC ad
Contains headline, body text and link to landing page
Use a keyword in the headline
Make it succinct – fits in the character limits
Include a call to action
Check competitor ads for wording
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14. How PPC bidding works Pay for each click on your ad
(Cost-per-click or CPC)
Bid against others by setting the maximum cost per click
(Max CPC: the most you want to pay for a click)

15. Highest bidder doesn’t necessarily win
Google or Bing’s Ad Rank algorithm decides
If your ad appears or not
Where your ad is positioned if it does appear
Different ranking signals used in determination
Ad relevance to keywords
Landing page experience and relevance
Ad format and quality (some can include phone number, directions, link to website, etc.)

16. Example auction Bidder Bid Quality Ad Format Impact Bidder’s Ad Rank 1$4
Low
No Formats 5 2 $3
High 15 3 $2 20 4 $1
Medium 8

17. Example auction results
Trainer Guidance
This is an example of the results
Example auction results
Bidder
Bid
Quality
Ad Format Impact
Bidder’s Ad Rank 3 $2
High 20 2 $3
Low 15 4 $1
Medium 8 1 $4
No Formats 5

18. Measure PPC results Use reporting tools to
Improve visibility, click-through, and conversion rates
See how well your campaigns are performing
See which keywords are most effective
Spark new optimization ideas
Measure return on investment
Strive for a 10x ROI on PPC spend

19. PPC budgeting worksheet
Enter your own numbers 1
How many site visitors does it take to get 1 client? 30
You may have to guess here if you don’t know. 2
How much does a client spend monthly?
$1,000 3
What is the average cost per click for your keywords?
$5.00 4
How many new clients do you want per month? 10 5
Monthly new revenues
$10,000
Multiply value for #2 by value for #4 6
Allocate this much for your monthly PPC budget
$1,500
Multiply value for #1 x value for # 3 x value for 4

20. Different types of ads Search ads Display network ads Mobile ads
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Search ads
Typical ads shown in response to a web search on a search engine
Display network ads
Ads that appear on websites and in apps
Can be targeted to your audience
Mobile ads
Specifically formatted for mobile devices
Video ads
Usually banner ads that appear during or at the beginning of a video
It’s important to understand the different types of ads you can use in PPC.
Search ads are the most typical PPC ads that appear in response to a search query on a search engine. You should start your PPC efforts with these.
But newer types of ads have been emerging and they are beginning to overtake search ads. The fastest growing type are called Display Network ads.
Display Network ads appear on websites and in apps, as opposed to within search engines. These may appear on news sites, blogs and other niche sites of special interest. They may or may not be relevant to the content of the page on which the ad appears, but the general idea is to allow advertisers to reach more potential customers.
One option with display network ads is to use Targeted Placements. In this case, advertisers handpick specific sites and pages for their ads to appear. This allows ads to reach users visiting specific sites, independent of their interests or demographics.
Display ads can be of various formats such as banner ads, text, images, flash, video, and audio. If you have a limited budget you probably will restrict your PPC efforts to search ads, but once you’ve mastered search ads you might choose to try display ads to see if you can gain additional traction and new clients with these.
Mobile advertising is a method of advertising that appears on mobile devices such as smart phones, tablets or PDAs that have wireless connections. Ad formats include text ads or banner advertisements that appear embedded in search results, ads in mobile web pages, as well as in downloaded apps or mobile games. Ads can be tailored to mobile users, who currently make up over half of all Internet searches.
Video ads are usually banner ads that appear during, or at the beginning, of a video.
Let’s look at examples of these various types of ads.

21. Social media advertising
LinkedIn ads
Can target by industry, company size, location, job role, more
Offers both cost per click and cost per impression
Facebook ads
Can target specific types of users, location and other factors
Generally cost per click, but some cost per impression capabilities
Twitter ads
Helps reach people not yet following you

22. Review
PPC is a great way to kick-start a lead generation engine PPC may also be a good long-term strategy Keywords, bids, quality ads and landing pages are crucial Measure your results consistently Refine to optimize success and reduce costs