Pay Per Click Advertising Training
Paid Search is a method where advertisers pay to serve for different user searches using keywords, landing pages, ads and bids, while SEO is the name given to optimizing organic (free) search results based on website content, html coding and link building.
The most commonly used search platforms are Google, Bing and Yahoo.
Benefits of Paid Search include relevance, timing, qualified nature of the visitor, control, accountability, visibility, measurability, and mobile micro-moments.
The three basic elements of a Paid Search campaign are keywords, ads and landing pages.
Google AdWords is an advertising service by Google for businesses wanting to display ads on Google. It’s most commonly associated with paid search but advertisers can also run their Google Display, Video (YouTube) and Shopping campaigns through the AdWords platform.
Google AdWords is the online advertising platform to serve PPC ads in search results.
To begin you must create an account (manager for multiple ‘child’ accounts or a standalone account).
Advertisers group keyword lists into ad groups and create ads for these lists and then organize ad groups into campaigns.
Ad Extensions are additional advertiser features to enhance the clickability of your ad. Common extensions include sitelinks, phone numbers, Google Map locations and call outs.
Managing daily budgets is how you ensure you don’t spend too much or too little on AdWords.
Forecasting performance based on metrics gives an indication of expected outcome.
The bid auction is how AdWords decides what price to charge advertisers for a click.
Quality score is a measure of your keyword and ad relevance. High quality score keywords have lower CPCs compared to the competition.
Quality score can help reduce the CPC you pay compared to competitors with a lower quality score.
Ad rank is the position your ad gets on the SERP and is decided by quality score and bid.
There are different bid strategies available to suit your campaign objectives.
There are two factors associated with spend: Bids on how much you will pay for a click and daily budgets is how much you are willing to spend in a day.
Apply learnings by adding bid adjustments to drive better performance from audiences (RLSA), demographics, locations, devices and creating ad schedules (day parting).
You can use AdWords Editor to bulk edit campaigns, keywords, bids, ad copy and anything else in AdWords.
AdWords editor saves you time in managing campaigns and making thousands of edits at a time.
Set KPIs to measure the success of your campaigns – conversions, awareness and brand searches.
Use conversion tracking to help measure KPIs.
Paid Search metrics include impressions, clicks, CPC, CTR, CPM, CPA, Avg. Position, Conversion, Conversion Rate, Cost per conversion, Impression share, click/impression assisted conversions and quality score.
Set metrics and filters for report downloads and use pivot tables to understand data.
Deep dive into reports by linking AdWords to Google Analytics and also linking Google Analytics & Search Console to AdWords.
Add annotations to note key changes, optimizations and external events that may impact performance.
Use change history to revert to older versions of campaigns, ads, bids and keywords.