1	Intro to PPC Brad Geddes Brad@LocalLaunch.com Pubcon Boston – 2006
2	What is Pay Per Click? PPC is most commonly seen in Search Advertising Advertisers associate their ads with keywords When searchers use those keywords – the ad is displayed If the ad is clicked, then the advertiser pays (and the searcher goes to the advertiser’s website) Advertisers pay only when a searcher visits the advertiser’s website
3	Yahoo PPC Inventory
4	Google PPC Inventory
5	MSN Keyword Inventory
6	The Search Process Search is used when someone has a question to be answered To answer the question, one must formulate the thought into words These words could take the form of: The answer they’re looking for Example: A site about Boston Plumbers The actual question Example: Where can I find a plumber? A shortened version of the above Example: Plumber These words are known as Keywords
7	Connect with the Searcher On a search result page, a searcher has several options To click on a result To refine the search query To abandon the page An Advertiser’s Job is to Connect with the Searcher
8	Your Chance to Connect with the Searcher
9	The Search to Convesion Process
10	The PPC Circle Steps to Getting Started Create a PPC Account Understand all of the PPC account settings Keyword Research Ad Copy Writing Setting budgets and click costs Measure Results Repeat 2-6.
11	How are Click Prices Determined? Google Can’t see competitor bids Ad Rank Formula: MAX CPC x Quality Score = Ad Position Max CPC = Your max bid (cost per click) for a keyword Quality Score = Number of variables from landing page quality to historical keyword information combined. Actual CPC discounted to be $0.01 over next lowest Ad Rank Yahoo Search Marketing Can view all bids You bid into any position you desire. You pay $0.01 more than next lowest position (i.e. If the bids are: $1.00, $0.96, $0.94, $0.10 – then person bidding $0.94 is paying $0.11 per click, and is in ad position 4).
12	Where can I find Keywords?
13	Where can I find Keywords?
14	Where can I find Keywords?
15	Can I See Other People’s Bids?
16	Do Search Engines Offer Assistance?
17	Do Search Engines Offer Assistance?
18	PPC Comparison Chart
19	Top 10 Do’s Understand keyword matching options Continue keyword research Measure everything Determine your ROI (return on investment) Test, Test, Test Ad copy Landing pages Keywords Search vs content Geography Bid by ROI (or goals)
20	Top 5 Don’ts Send all traffic to the homepage Use the same ad copy for all keywords Ego Bid (bidding to a position without reason) Have a ‘set and forget’ mentality Make assumptions without testing
21	AdWords Learning Center
22	Yahoo Search Marketing Assistance
23	Webmaster World
24	Additional Resources Where to Sign Up: AdWords: https://adwords.google.com/select/starter/signup/Fork MSN: https://adcenter.msn.com/ Yahoo: http://searchmarketing.yahoo.com/srch/choose.php Signup with Additional Assistance AdWords - https://adwords.google.com/select/jumpstartwelcome Yahoo - http://searchmarketing.yahoo.com/srch/choose.php Keyword Tools: Yahoo Bid Tool: http://uv.bidtool.overture.com/d/search/tools/bidtool/index.jhtml Yahoo Inventory Tool: http://inventory.overture.com/d/searchinventory/suggestion/ AdWords Keyword Tool: https://adwords.google.ca/select/KeywordToolExternal Additional Help: AdWords Learning Center: http://www.google.com/adwords/learningcenter/ Yahoo Tutorials: http://searchmarketing.yahoo.com/rc/srch/tutr.php Yahoo eBook: http://searchmarketing.yahoo.com/rc/srch/eworkbook.pdf MSN Help Files: http://advertising.msn.com/msn-adcenter/learning-center/faqs WebmasterWorld: http://www.webmasterworld.com
25	Local Search Ads Presentation Available on my Blog: http://www.VisibilityGenie.com Brad Geddes Brad@LocalLaunch.com Pubcon Boston - 2006