Pay Per Click
The Big Picture
Rod Holmes
from
CHICAGOStyleSEO
Pay Per Click
PPC
Search Engine Marketing
Search Marketing
Why is PPC
SEM
Important?
AdWords
AdCenter
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
Pay Per Click
Why is PPC
Important?
Why is PPC
Important?
Google Sandbox
Trackable, Controllable ROI
How
Is
AdWords
Guaranteed Traffic
Organized?
Budget-able Expense
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
How Is AdWords
Organized?
Campaigns
AdGroups
AdGroups
Keywords
Keywords
Keywords
Keywords
The
Basics
Keywords
Keywords
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
The Basics
What You Do...
What to Pay Attention
To...
What You Do...
Determine Business Goals
Research Keywords
Organize Keywords into AdGroups
Write Two Ads Per AdGroup
Review Bidding
Launch
Analyze Per Goals
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
Determine Business Goals
Buying
Funnel
Awareness
Interest
Learn
Shop
Buy
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
What You Do...
Determine Business Goals
Research Keywords
Organize Keywords into AdGroups
Write Two Ads Per AdGroup
Review Bidding
Launch
Analyze Per Goals
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
Research Keywords
# Of Searches/Month
Find Long-tail
Keywords
Long-tail Keywords
Keywords
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
Research Keywords
Keywords...Four Basic
Types
•Explicit
Chicago Ferrari Mechanic
•The Problem
Ferrari won’t go 210 mph
•Symptoms
Ferrari whines at 195 mph
•Product Parts or Brand Names
Ferrari Testarossa 12 cylinder
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
Research Keywords
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
Research Keywords
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
What You Do...
Determine Business Goals
Research Keywords
Organize Keywords into AdGroups
Write Two Ads Per AdGroup
Review Bidding
Launch
Analyze Per Goals
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
Organize Keywords into AdGroups
Group Keyword So One Ad
Can Represent & Repeat
the Keywords
Wedding
Pictures
Wedding Photographer
Chicago Wedding
Photography
Wedding
Photojournalist Best Wedding
Wedding Video
Photographer
Wedding Picture
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
What You Do...
Determine Business Goals
Research Keywords
Organize Keywords into AdGroups
Write Two Ads Per AdGroup
Review Bidding
Launch
Analyze Per Goals
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
The Basics
What You Do...
What to Pay Attention
To...
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
What to Pay Attention
To...
Click Thru Rates (CTR)
Cost Per Click (CPC)
CPC vs. Bid
Average Position
Quality Score
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
CTR
Landin
g
Page
Keyword
Relevan
cy
Quality
Score
Ad
Relevan
cy
Various
Relevanc
y
Factors
Historical
Performanc
e
Tools You’ll Need
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
Keyword
Relevan
cy
Ad
Relevan
cy
Quality
Score
Landin
g
Page
Tools You’ll Need
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
Tools You’ll Need
Rod Holmes
AdWords Account
from
CHICAGOStyleSEO
Google Keyword Tool
Spreadsheet
Pay Per Click
•
AdWords
Editor
App
The Big Pict
CHICAGOStyleSEO
773.809.5002 • info@chicagostyleseo.com
2020 Lincoln Park West #3 Chicago, IL 60614
Pay Per Click
The Big Picture
Rod Holmes
from
CHICAGOStyleSEO