PPC Basics by Jaime Allyne of PointIt

J A I M E A L LY N EC L I E N T M A N A G E R , P O I N T I T

PPC: BETTING AND WINNING LIKE THE BIG BOYS

AGENDA

What is PPC?

Why should I use PPC?

What can you do

with PPC?

Best Practices

and Strategies

WHAT IS PPC?

WHAT IS PPC?

• Pay-Per-Click (PPC) Advertising• Managed through Google AdWords• Bid on keywords• Ad position is based on an auction

• Structure• Campaigns, Ad Groups, Ads, Keywords

GLOSSARY OF PPC TERMS

• Impressions

• Click through rate (CTR)• Cost Per Click (CPC)

• Conversion

• Conversion Rate• Cost Per Conversion

(CPA)

→ Clicks/Impressions

→ Cost/Clicks

→ Conversions/Clicks

→ Cost/Conversions

WHY USE PPC ADVERTISING?

A FEW REASONS

•Control•Real Estate•Competitors•Measureable

A FEW REASONS

•Control•Real Estate•Competitors•Measureable

WHAT CAN YOU DO WITH PPC?

MATCH TYPES

MATCH TYPES

Broad “Phrase” [Exact]

• Black Cat• Broad: Black and Brown Cats• Phrase: Lost Black Cat• Exact: Black Cat

• Negatives• Negative: -lost

SETTINGS TABGEOTARGETING

SETTINGS TABDEVICE TARGETING

SETTINGS TABAD SCHEDULING & AD ROTATION

SETTINGS TABDISPLAY NETWORK

Image Ad

Text Ad

REPORTING

REPORTING

• Search Query Reports• Adding negatives

and new keywords

• Monitoring Performance & Identifying Problems• Filters• Ex: Filtering all keywords that contain the brand term• Ex: Filtering all keywords that are spent more than $50 and got

zero conversions

• Segments/Dimensions Tab• Ex: Look at “Day of Week” aggregated data to find patterns

AD EXTENSIONS

AD EXTENSIONS

• Sitelinks• Product Extensions• Location Extensions• Phone Extensions

REMARKETING

BEST PRACTICES AND STRATEGY

BEST PRACTICES AND STRATEGY

•Set up structure to mimic your website•Use conversion tracking•Test, Test, Test•Don’t over optimize

Q & AJA IMEA@POINTIT.COM

@JAIMEALLYNE