Working of Pay per Click

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2 Pay Per Click Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher when the ad is clicked. Pay per click advertising is a great way to get visitors when you need traffic and you need it now. But it s risky: With poor setup or poor ongoing management, you can spend a fortune, generate many visits, and end up with nothing to show for it. Mostly 80% of website traffic begin with a search query. Now you can imagine how important PPC is for our websites.

3 Working of Pay per Click Google AdWords is the number one PPC advertising platform on the web. Google gets over one billion search queries every day. Advertising with AdWords mean you can pick which of those billion search queries you want to show your ads for. PPC advertising with AdWords is a great way to find potential customers searching for products and services that you offer. Create engaging ads that entice potential customers, and drive those customers to a webpage on your site that creates leads or sales for your business.

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5 Course Content Module 1: Introduction to PPC Module 2: Keyword Targeting Module 3: Campaign Management Module 4: Campaign strategy Module 5: Ad types Module 6: Landing page Module 7: Keyword match types Module 8: Ad- Extension Module 9: Report Editor Module 10: Remarketing Module 11: Labels In Adwords Module 12: Dynamic Keyword Insertion (DSI) Module 13: Ad Customizer Module 14: Google Adwords account set up Module 15: Bid Management

6 Introduction to PPC 1 PPC stands for Pay Per Click, as it is a marketing tactic in which advertiser pay a fee each time when one of their ad is clicked. Essentially, it is a way of buying visits for your site. Topic Covered: Intoduction to PPC Basics Why we need PPC Importance and benefits of PPC Google Adwords Set up PPC campaign Facebook ads Bing ads network Quality Score

7 Keyword Targeting 2 Keyword targeting involves the process of choosing the right keywords to bid for your campaign which most likely to result in clicks and impressions. Here you will learn how to select targeted keywords Topic Covered: What is keyword Types of keywords Keyword research techniques Importance of target keywords Select Targeted/related Keywords Analyze Competitors keywords Find Keywords popularity & Search Volume Categorize Keywords in Ad groups PPC Keywords tools and resources Negative keywords

8 Campaign Management 3 Campaign Management 1. Setup your Goal 2. Keep your target customer in mind when writing your ads. 3. Don't mislead customers. 4. Use negative keywords 5. Target your ads 6. Don't ignore mobile users. 7. Always be testing 8. Implement conversion tracking 9. Monitor your Campaign 10. Use Remarketing Feature

9 Campaign Strategy 4 Campaign Strategy 1. Test in-market audiences 2. Try out AdWords dynamic ads 3. Customize ads with real-time updates 4. Schedule ads to correspond to your sales bandwidth 5. Don t let competitors drain your ad budget 6. Test your way to better ROI

10 Ad Types 5 Types of Ads in Adwords Rules for writing ad copy Dos and Don ts of ads Split Testing of Advertising Ad Policy Display Ad Builder Call only ads Dynamic Search ads

11 Landing Page 6 If you create a beautiful and catchy PPC ad with an effective Call-To-Action and do not link an appropriate landing page to it, then all your efforts go in vain. Topic Covered: What is Landing page How to improve Quality score User experience for landing page What is Landing Page? Ads versus Landing Page Important of Landing Page Optimize your landing pages How to Increase conversion rates What is Click-through-Rates (CTRs) Use Calls to Action Cost/Conversion

12 Keyword match Type 7 Keyword match types determine how closely a user query matches with the keywords provided by the advertiser. The keywords are matched irrespective of their case. Keywords types which Include: Broad Match Broad Match Modifier Phrase Match Exact Match Negative keyword

13 Ad Extension 8 Ad extensions are additional pieces of information about your business added in your ad, like a phone number, address and reviews. Ad extensions are free to add to your ads, with the usual charges for any clicks you get.some ad extension can be added manually and others can be added automatically. As it tend to improve your ad s visibility and also provide more value. Types of Ad Extension Manual Call, call out, review, location, snipets, sitelinks, price Automatic Customer ratings, last visit

14 Report Editor 9 The Report Editor is a tool that allows you to engage with your performance data through multi-dimensional tables and charts. With the ability to create these tables and charts directly within AdWords, the Report Editor eliminates the need to download your data in order to thoroughly explore it. Topic covered: What is report editor Benefits of using report editor How does report editor works How to create report How to apply and remove filters

15 Remarketing 10 Remarketing is very popular way of advertising among PPC professionals. As it helps you reach people who have visited your website or used your app. Previous visitors or users can see your ads as they browse websites that are part of the Google Display Network, or as they search for terms related to your products or services on Google. Topic Covered: What is remarketing Benefits of remarketing How does remarketing works How to set up remarketing

16 Labels in Adwords 11 Labels are a Product Listing Ad (PLA) option which provide quick and useful way to organize your ads and campaigns. With AdWords Editor, you can add any combination of labels to campaigns, ad groups, ads, and keywords, and then filter by label. Topic Covered: What is Labels How to apply labels in campaigns, ad groups, ads and keywords tabs. How to apply labels in bulk How to Filter labels How to manage labels in adwords

17 Dynamic Keyword Insertion (DKI) 12 Dynamic Keyword Insertion, is a way for advertisers to use the specific keyword triggered by the user s search query in the ad the user is served. To use this feature in your ads, you insert a special piece of code into your ad text. As creating ads with dynamic keyword insertion makes it easier for an advertiser to create unique ads for a large number of keywords. Topic Covered: Overview of Dynamic keyword insertion How it works Benefits of DKI How to add code in ad text

18 Ad Customizer 13 Ad customizers adapt your ads to the realtime context of your potential customers what they're searching for, where they're browsing, what device they're using, and when they're looking at your ad. You'll create ad customizer data first, and then set up ad text with customizers in each ad group that you want to reference that data. Topic Covered: What is Ad Customizer Run Remarketing sales countdown Mix and Match customizer parameter Bulk upload for multi-product sales How to create ad customizer How to Manage Ad customizers

19 Google Adwords Account 14 Google AdWords is the single most popular PPC advertising system in the world. The AdWords platform enables businesses to create ads that appear on Google s search engine and other Google properties. AdWords operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Topic Covered: How to set up Account in adwords Types of payment method How many types of Payment mode How to add promotional Code

20 Bid Management 15 For automatic controlling of bids in Pay Per click (PPC) we use Bid Management. With a bid management tool, any number of keywords can be managed through various paid search providers such as Google AdWords or Bing Ads. Topic Covered: Bidding Schooling Bidding Types First Page Bids Top Page Bids Automatic request Manual Bidding How Billing Works Automatic Billing Process Manual Billing Method Billing Safety actions Promo Codes PPC accounting guidance

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