1. Pay-Per-Click Advertising What is PPC, and How Does It Work? Ivan Surjanovic, ivan@ipowerlab.comivan@ipowerlab.com Copyright 2014 by iPower Lab, www.ipowerlab.comwww.ipowerlab.com

2. Pay-Per-Click Advertising Pay Per Click or PPC is a form of online advertising where the advertiser only pays if someone clicks on their ad.

5. Mall

6. Your Website Facebook Ads Twitter Google

7. Pay-Per-Click Advertising Setting up your campaign Ivan Surjanovic, ivan@ipowerlab.comivan@ipowerlab.com Copyright 2014 by iPower Lab, www.ipowerlab.comwww.ipowerlab.com

9. Pay-Per-Click Advertising Setting Up a Campaign for a Furniture Business Campaigns: #1: Home Furniture Ad Groups for the Home Campaign: 1.1. Living room furniture 1.2. Kitchen & dining

10. Pay-Per-Click Advertising Setting Up a Campaign for a Furniture Business Campaign # 2: Office Furniture Ad Groups for the Office Campaign: 2.1. Office desks 2.2. Office chairs

11. Pay-Per-Click Advertising Keyword Selection Ivan Surjanovic, ivan@ipowerlab.comivan@ipowerlab.com Copyright 2014 by iPower Lab, www.ipowerlab.comwww.ipowerlab.com

12. Pay-Per-Click Advertising Four Rules of Keyword Selection 1.Select phrases with higher search volume, lower cost (bid) and lower competition.

13. Pay-Per-Click Advertising Keyword Selection KeywordSearch volume (popularity) CompetitionBid (Cost per click) 1.Office Desk 2.Office Desks

14. Pay-Per-Click Advertising Keyword Selection KeywordSearch volume (popularity) CompetitionBid (Cost per click) 1.Office Desk 301,000Medium2.39 2.Office Desks 368,000High3.19

15. Pay-Per-Click Advertising Four Rules of Keyword Selection 4.Use tightly matching keywords within an ad group 3.Use proper keyword match (exact vs. phrase vs. broad) 2.Be targeted (e.g. “office desk” is better than “desk”) 1.Select phrases with higher search volume, and lower cost (bid) and lower competition.

16. Pay-Per-Click Advertising Three Types of Keyword Match For example, if you use exact search [office desk] your ad will show ONLY if someone has searched EXACTLY for the term - office desk. 1. Exact match: your ad will only show if someone searched exactly for your search term. Keyword match types help control which searches can trigger your ad! Use square brackets: [search term]

17. Pay-Per-Click Advertising Three Types of Keyword Match 2. Phrase match: your ad will also show if someone has searched for “best office desk”, “cheap office desk”, or even for “free office desk”. (because “office desk” is part of the bigger phrase) Use quotation marks: “search term”

18. Pay-Per-Click Advertising Three Types of Keyword Match 3. Broad match: your ad will show even if someone has searched for computer desk, or for office chair. (because computer desk or office chair is broadly related to the term - office desk) Don’t use any brackets or quotation marks.

19. Pay-Per-Click Advertising Question If you specify “office desk”, and if someone searches for “white office desk”, will your ad show? YES

20. Pay-Per-Click Advertising Question If you specify [office desk], and if someone searches for “white office desk”, will your ad show? NO

21. Pay-Per-Click Advertising Question If you specify: office desk, and if someone searches for “home desk”, will your ad show? YES

22. Pay-Per-Click Advertising Four Rules of Keyword Selection 4.Use tightly matching keywords within an ad group (e.g. in the ad group “Office Desk”, put very similar phrases such as “large office desks”, “modern office desks”, “wooden office desks” etc.) (Rule of “TWO WORDS PLUS”) 3.Use proper keyword match (exact vs. phrase vs. broad) 2.Be targeted (e.g. “office desk” is better than “desk”) 1.Select phrases with higher search volume, and lower cost (bid) and lower competition.

23. Pay-Per-Click Advertising Why is Keyword Selection Important? Lower your advertising budget and CPC Target the right customers Improve the conversion rate

24. Pay-Per-Click Advertising Creating Effective Pay-Per-Click Ads Ivan Surjanovic, ivan@ipowerlab.comivan@ipowerlab.com Copyright 2014 by iPower Lab, www.ipowerlab.comwww.ipowerlab.com

25. Pay-Per-Click Advertising What Makes A Powerful Google Ad? AIDA advertising model: Attention Action Desire Interest

26. Pay-Per-Click Advertising What Makes A Powerful Google Ad? Make your ad an answer to people’s problems! “Reduce your back pain with ergonomic chairs!”

27. Pay-Per-Click Advertising Looking for Executive Office Desks? Which ad do you think will have the best click-through-rate (CTR)? Ivan Surjanovic, ivan@ipowerlab.comivan@ipowerlab.com Copyright 2014 by iPower Lab, www.ipowerlab.comwww.ipowerlab.com

28. Pay-Per-Click Advertising Looking for a Leather Office Chair? Which ad do you think will have the best click-through-rate (CTR)? Ivan Surjanovic, ivan@ipowerlab.comivan@ipowerlab.com Copyright 2014 by iPower Lab, www.ipowerlab.comwww.ipowerlab.com

29. Pay-Per-Click Advertising Tip #1: Be targeted! Repeat the search term in the ad heading “Leather Office Chair” Genuine Leather Office Chair” or similar Max. 25 characters

30. Pay-Per-Click Advertising Tip #2: Stress the key benefit Give them the major reason to buy! “Largest selection of office chairs” “100% genuine leather”, “Next day delivery” “100% satisfaction guarantee” “Free delivery”

31. Pay-Per-Click Advertising Tip #3: Provide call to action! Prompt them to act! “Sign up for our e-newsletter” “Buy now” “Call us today” “Order today and save 10%” “Call now and get free delivery” Max. 35 characters in each description line

32. Pay-Per-Click Advertising Tip #4: Put the keywords in the display URL “Display URL” is the web address that you want to show to your customer www.furnitureexample.com/leatherchair

33. Pay-Per-Click Advertising Tip #5: Take visitors to the landing page A landing page: a special page that is a logical extension of the ad; a page dedicated to one particular product or group of products Avoid taking your visitors from Google ads to your site’s home page! Instead, take them directly to a special page that is of most interest to them! “Destination URL”

37. Pay-Per-Click Advertising Principle of “granulating” your campaign Divide your campaign into many ad groups to ensure that your ads are highly targeted Keep adding and testing new ad groups (e.g. ergonomic chair ad group, executive chair ad group).

38. Pay-Per-Click Advertising Five Tips for Creating Effective Ads 1. Be targeted 2. Stress the key benefit 3. Provide call to action 4. Show keywords in the display URL 5. Take them to the landing page

39. Pay-Per-Click Advertising Test, Test, Test! Test different keywords and keyword matches Test different campaigns, ad groups and ads Test different landing pages Test different bids

40. Pay-Per-Click Advertising Thank You! Ivan Surjanovic, ivan@ipowerlab.comivan@ipowerlab.com Copyright 2014 by iPower Lab www.ipowerlab.com