E34500E101 DIGITAL MARKETING

PAID OR PAY PER CLICK SEARCH MARKETING

Nora Sharkasi

nsharkas@tiu.ac.jp
Research Center Building, 4th Floor, Room 407
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AGENDA
 Ad Rank ( Bid, Quality Score, extensions)
 Intro of paid Ads
 A Quality Score
 Differences between paid search and traditional advertising
 B Bidding
 Advantages of paid search
 C Extensions
 Disadvantages of paid search
 Managing PPC
 Campaign Process and Keywords  Account Structure
 Create campaign  Keywords count
 Campaigns, Keywords and Ad Groups  Dynamic content insertion

 Keywords Matching Type  Campaigns and conversion rate

 Important Metrics  Diagnostics

 Optimizing PPC
 Conversion (ppt 21)
 Writing Text Ads
 Cost
 Managing PPC Keyphrase
 Clicks
 Use single tool
 Impressions
 Bid management software

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INTRO TO PAID OR PAY-PER-CLICK
PPC SEARCH MARKETING
 Advantages of PPC
 Disadvantages of PPC
 Quality of ad rank, Quality Score and
Relevance

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WHAT ARE SEARCH ADS

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INTRO TO PAY-PER-CLICK (PPC)

 Paid media (advertising) includes any type of paid-

for ad, whether futuristic billboard poster ads from
companies like NEC, which ‘recognize and
respond’ to the age and gender of passers-by (this is
not online but it is connected to a database in cloud
and can thus perform facial recognition), banner
ads, pay per click ads, search ads, promoted posts
or promoted tweets.
 Google Adwords is the name of Google advertising
tool that specializes in paid search. Recently, called
Google Ads.
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TYPES OF SEARCH PAID ADS

 AdWords Ads

 Product Listing
Ads/Google shopping
PLAs

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ANATOMY OF AN EXPANDED TEXT AD

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INTRO TO PAY-PER-CLICK (PPC)
DIFFERENCE BETWEEN PPC & CONVENTIONAL ADVERTISING

 There are two significant differences between PPC and conventional advertising, which are the
former’s main advantages:
1. Performance-based payment. The advertiser is not paying for the ad to be
displayed (cost incurred when the ad is clicked on and a visitor is direct to
the advertiser’s website)
Hence, it’s a Cost per Click CPC model! However, there are increasingly options for paid
search marketing using other techniques; Google also offers cost per impressions CPM
options on its content network (e.g. the Google Display Network), where contextual ads
are displayed on third-party sites relevant to the content on a page. This form of advertising
accounts for around a quarter of Google’s ad revenue. It is important to use a different
form of creative and targeting within the display network to get the best results.
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INTRO TO PAY-PER-CLICK (PPC)
DIFFERENCE BETWEEN PPC & CONVENTIONAL ADVERTISING

2. Well-targeted prospects. PPC advertising is highly targeted (good quality leads)

The relevant ad with a link to a destination web page is only displayed when the user of a search
engine types in a specific phrase (or the ad appears on the content network, triggered by relevant
content on a publisher’s page), so there is limited wastage compared to other media. Users responding
to a particular keyphrase or reading related content have high intent or interest and so tend to be good-
quality leads.

 The relative ranking of these ‘paid performance placements’ is not simply based on the highest
cost-per-click CPC bid for each keyword phrase, as is often thought by those unfamiliar with PPC.
Additionally, Google, and now the other search engines, also take into account the quality of the
listings. Within Google, this is known as Quality Score.

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 INTRO TO PAY-PER-CLICK (PPC)
ADVANTAGES OF PPC

 Good accountability. With the right tracking system, the ROI for individual keywords can be calculated
 Predictable. Traffic, rankings and results are generally stable and predictable. This contrasts with SEO
 Technically simpler than SEO. Position is based on a combination of bid amount and Quality Score, whereas
SEO requires long-term, technically complex work on page optimization, site restructuring and link building
 Speed. PPC listings get posted quickly, usually in a few days ( following editorial review). SEO results can
take weeks or months to be achieved. Moreover, when a website is revised for SEO, rankings will initially
drop while the site is re-indexed by the search engines.
 Branding. Tests have shown that there is a branding effect with PPC, even if users do not click on the ad. This
can be used for creating awareness and demand for the launch of products or major campaigns. Paid search
ads on the display network can include display ad formats and YouTube ‘promoted videos’ or ‘pre-roll’ ads.
 Remarking. Google offers retargeting through cookies placed on the searcher’s computer to display reminder
ads on the display network after someone has clicked on paid search ad, as a reminder to act. These reminders
can be effective in boosting the conversation rate to lead or sale. 10
INTRO TO PAY-PER-CLICK (PPC)
DISADVANTAGES OF PPC

 Competitive and expensive: Since pay per click has become popular, some companies may get involved in
bidding wars that drive bids up to an unacceptable level. Some phrases such as ‘life insurance’ can exceed 10
pounds per click and up to $50 in the U.S.
 Inappropriate: For companies with a lower budget or a narrower range of products on which to generate lifetime
value, it might not be cost-effective to compete
 Needs specialist knowledge: PPC requires a knowledge of configuration, bidding options and of the reporting
facilities of different ad networks. Internal staff can be trained, but they will need to keep up to date with
changes to the paid search services
 Time-consuming: To manage a PPC account can require daily, or even hourly, checks on the bidding in order to
stay competitive. This can amount to a lot of time. The tools and best practice vary frequently, so to keep up to
date is difficult
 Irrelevant: Sponsored listings are only part of the search engine marketing mix. Many search users do not click
on these. (Although many searchers prefer to click on the natural listings, a sufficient number do click on the
paid listings (typically around a quarter to a third of all clicks)
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CAMPAIGN GOALS
 Sales
 Leads
 Website Traffic

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THREE PRINCIPLES: RELEVANCE, CONTROL, AND RESULTS

 Relevance: Google Ads helps you connect with the right people, at the right time, with the right message. Your
ads can appear on Google Search, YouTube, and more, just when someone is looking for products or services
like yours. You can also customize options, such as keywords and location, to get in front of the most relevant
customers.
 Control: Google Ads gives you complete control over your budget. You choose how much to spend per month,
per day, and per ad. Based on your settings, Google Ads uses a lightning-fast auction to determine which ad to
show. If you want to change your strategy, you can easily adjust your ad, modify your budget, or pause and
restart a campaign.
 Results: Pay only for results, like clicks to your website or calls to your business. Our measurement tools make
it easy to see how your site, apps, and ads are performing. Plus, smart technology lets you create, manage, and
optimize your campaigns so you can get the most out of your investment.

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GOOGLE ADS AND GROWING YOUR BUSINESS

You’re a brand manager with an eCommerce retail company. You’re looking to advertise online and measure the
volume of sales coming from your digital campaigns. Which of the following benefits of Google Ads could help you
accomplish your goal?

 Relevance: Connect with the right customers at the right times, like when someone is searching for your products.
 Control: Choose how much to spend each day and in every ad auction.
 Results: Use Google Ads’ measurement tools to understand how your campaigns are performing.
 Customization: Customize your advertising options with keyword, location, and demographic targeting.

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GOOGLE ADS CAMPAIGN TYPES

 Search
 Display
 Video
 Shopping
 App

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SEARCH CAMPAIGNS

 Search ads appear next to Google search results and on other Google partner
sites, like YouTube, when people look for businesses like yours.
 With a Search campaign, you can make sure potential customers notice your brand,
consider your products, and take action.

With more than 870 hotels across the U.S., Mexico, and Canada, La Quinta Inns & Suites knew it was
crucial to drive early consideration and re-engage with travellers throughout their trip research.
The brand used data from their customer loyalty program to target Google Search ads and create a
strategy to bid on users differently at various stages of the purchase journey, while also driving down
their cost-per-booking. These newly implemented audience and bidding strategies drove an 83%
increase in bookings as compared with previous years, and now drive 32% of La Quinta's paid hotel
bookings through Google.
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GOOGLE ADS CAMPAIGN TYPES

Display
Google Display ads can appear across a network of more than two million sites and apps, reaching 90%
of people on the internet. Your ads get matched to content related to your business or to your customers'
 Search interests.
 Display Use a Display campaign to increase exposure and reach audiences with specific interests across the web.
 Video
 Shopping Video
 App With Video ads, you can reach the right audience at scale and capture their attention. Show your
ads on their own or within other streaming video content on YouTube and across Google’s network
of websites and apps. Only pay when people choose to watch your ad.
Video campaigns help you bring your business’s story to life. They engage customers in different
ways, like showing ads before their favorite music video or while they're researching an upcoming
purchase. 19
GOOGLE ADS CAMPAIGN TYPES

Shopping
Shopping ads appear on Google Shopping next to search results and near text and responsive ads.
 Search Shopping ads promote your products by giving consumers detailed information about what you're
selling before they even select your ad.
 Display Use a Shopping campaign to advertise your online and local inventory, boost traffic to your
website or local store, and find better-qualified leads.
 Video
 Shopping App
After a simple setup process, App campaigns run ads across Google’s largest properties,
 App including Search, Play, and YouTube, as well as thousands of mobile sites and apps. Your ads
and bids are automatically adjusted to get the most downloads. Just add a few lines of text, a bid,
and some assets, and the rest is optimized to help customers find you.
With an App campaign, you can increase engagement, app installs, and even in-app actions, like
signing up for a newsletter or ordering a product.
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MY YESTERDAY SEARCH ON “SUNGLASSES”

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KNOWLEDGE CHECK
 Every business is unique — including yours! Based on the goals described below, choose the campaign type that
could best help you achieve those objectives.

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DRIVE EFFICIENCY WITH SMART CAMPAIGNS

 Looking for an automated solution for small businesses? Smart campaigns are here to
help! Just choose your business goals and let machine learning deliver results through
Google’s Search, Display, and Maps networks.

 Smart campaigns are the default for advertisers new to Google Ads. They’re a great
fit for those who want an easy way to reach relevant customers and drive results but
have limited time or experience with managing Google Ads campaigns.

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OPTIMIZE YOUR CAMPAIGN
While the campaign type you choose determines where users see your ads, you can customize plenty
of features to make sure you engage the most meaningful audiences, wherever they are.
 Device Targeting: Reach your customers on any device, including desktops, tablets and smart
phones.
 Locations and language targeting: Your campaign’s ads are eligible to show to customers in
particular locations, or to customers who've chosen your selected language as their browser’s
language setting.
 Bidding and budget settings: Your bid strategy controls how you pay for users to interact with
your ads. Your bid limit is the most that you’ll pay per click for ads in an ad group, and your
budget is the average amount that you’re comfortable spending each day on your campaign. The
budget that you choose is entirely up to you, and you can adjust it at any time.
 Ad extensions: Include even more information with your ads, such as location details, links to
pages on your website, and your phone number. 25
 A
SEARCH CAMPAIGN GOALS
 If you want to get 2 different results, then set up 2 different campaigns, each with a
different marketing goal. For instance, if you want to get leads and win sales, then
create one campaign with a Leads goal and one campaign with a Sales goal.
 If your business aims for online sales, consider choosing the Sales goal. Other goals
let you set up a campaign that aims to get you Website traffic or Leads (like a
customer filling out a form).
 If your business aims for calls only, then set up a call-only campaign.
 When you create a campaign, you can select a goal. The goal you select should align
with the main thing you want to get from your campaign, for example, Sales or
Website traffic. After selecting a goal, you'll see relevant, recommended features and
settings to help you attain the results that matter most to your business.
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 A
SEARCH CAMPAIGN GOALS

Goal When to use it Types of features

Sales •Drive sales or conversions online, in app, by Features that start the purchasing or conversion
phone, or in store process, such as bidding strategies aimed at clicks,
•Engage with customers who have already extensions, and ads that show to potential customers
contacted you or are close to making a purchase as they browse sites, videos and apps that partner
decision with Google
Leads •Encourage relevant customers to express Features that start the conversion process, such as
interest in your products or services by signing audience targeting, extensions, and ads that show to
up for a newsletter or providing their contact people as they browse sites, videos, and apps that
information partner with Google
Website traffic •Drive potential customers to visit your website Features that help researching customers find
potential product options, such as ads with relevant,
dynamically generated headlines, extensions, and
bidding strategies that can help increase visits to
your site
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CAMPAIGN PROCESS AND KEYWORDS
MATCH TYPE
 Campaign process
 Keywords match type

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GOOGLE ADS

 Advertisers identify keywords: they want to bid on, how much they
want to spend, and create groupings of these words (ad groups) that are
paired with ads.
 Google then enters the keyword from your account it seems most
relevant into the auction with the maximum bid you’ve specified as
well as the associated ad. Not all Ads may enter the auction, it depends
on the Ad score.
 Google Places your advert and you will pay Google when
customers/users click on your advert (Pay Per Click PPC business
model) 29
GET STARTED WITH GOOGLE ADS
CREATE A CAMPAIGN

1. Pick search network

2. Goal : sales, leads, web traffic
3. Ad campaign a name
4. Select search network
5. Locations
6. Languages
7. Bid strategy
8. Set up your average daily budget
9. Choose Ad extensions and save

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GET STARTED WITH GOOGLE ADS:
PICK THE RIGHT KEYWORDS

Campaign
is a collection of Ad Groups

Ad Group
is a collection of keywords and
their corresponding Ads
Keep related keywords together
in an Ad Group

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CAMPAIGN, AD GROUP , AND ADS

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UNDERSTANDING HOW KEYWORDS WORK

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HOW DOES GOOGLE SELECT ADS TO ENTER AUCTION

Search Term Ad Group Keyword Match type Selection

Plumer Course Plumer course Broad match Selected
Plumer Exact match

Plumer Course Plumer course Broad match

Plumer course Exact match Selected

Plumer Training Course Plumer course Ad rank: 1.5 Selected

Plumer certification course Ad rank: 1

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GET STARTED WITH GOOGLE ADS:
WRITE GREAT TEXT ADS

1. Provide a final URL

2. Write headline 1
3. Write Headline 2
4. Provide display
path
5. Write a description

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Any Questions ?

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KEYWORDS MATCHING OPTIONS
BROAD MATCH

Broad match
Broad match is the default match type that all your keywords are assigned. Ads may show on relevant
variations of your keyword, and on searches that include misspellings, synonyms, related searches,
and other relevant variations. So, if your keyword is “women’s hats,” someone searching for “buy
ladies hats” might see your ad.

- Synonyms
- Singular and plural forms
- Possible misspellings
- Stemmings (such as floor or flooring)
- Related searches
- Other relevant variations
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KEYWORDS MATCHING OPTIONS
BROAD MATCH MODIFIER

Broad Match Modifier Broad Match Modifier

Only shows Ads to searches that include the
words you’ve marked with the plus sign or
close variations of the plussed term. Add a
plus sign (for example, +keyword) to
modify a broad match keyword. Ads may
show on searches that include modified
broad match keywords (or close variations,
but not synonyms), in any order.
Symbol: Plus sign, for example +keyword
Example keyword: +red +hats
Example search: red hats for women
But not searches like: blue hats
Or: red hiking boots

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BROAD MATCH MODIFIER
EXAMPLES
Broad match modifier keyword
+mens +shoes
+lawn +mowing +service
+aruba +vacation
Ads may show for these searches Ads won't show for these searches
shoes sale for men men’s socks
footwear in style for men kids trainers
shoes for guys
men’s socks and shoes
services to mow my lawn lawn aerating service
lawn mowing and edging service gardening services
grass cutting and gardening services
rates for services that cut your grass
all inclusive vacations aruba aruba cruises
vacation ideas in aruba
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KEYWORDS MATCHING OPTIONS
PHRASE MATCH
Phrase match
Ads may show on searches that closely or exactly match the phrase of your keyword, or
are close variations of that phrase, with additional words before or after. Ads won't
show, however, if a word is added to the middle of the phrase, or if words in the phrase
are reordered in any way.
Phrase Match
•Symbol: "keyword"
•Example keyword: "women's hats"

•Example search: buy women's hats

•Example search: cheap women’s caps
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KEYWORDS MATCHING OPTIONS
EXACT MATCH

Exact match
Ads may show on searches that match the exact term or are close variations of that
exact term. Close variations here include a reordering of words if it doesn’t change the
meaning, and the addition or removal of function words (prepositions, conjunctions,
articles, and other words that don’t impact the intent of a search).

Exact Match
•Symbol: [keyword]
•Example keyword: [women's hats]
•Example search: hats for women

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KEYWORDS MATCHING OPTIONS
SUMMARY

Broad Match Broad Match Modifier Negative Match

•Example keyword: women's hats Symbol: Plus sign, for example +keyword Symbol: -keyword
•Example search: buy ladies hats Example keyword: +women's +hats Example keyword: -baseball hats

Phrase Match Exact Match

•Symbol: "keyword" •Symbol: [keyword]
•Example keyword: "women's hats" •Example keyword: [women's hats]
•Example search: buy women's hats •Example search: hats for women

Best Practices

Leave your existing broad match keywords active (rather than modifying or removing them).
Add new modified broad match keywords to existing campaigns in a separate ad group to make it easy to compare
new and existing keywords based on observed performance. 42
EXAMPLE OUTPUT

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KEYWORDS MATCHING OPTIONS
KEYWORDS STRATEGIES

 For example, use broad match modifier together with Exact match
 The broad match modifier will capture and acquire a broad match of queries, some of
these queries might have a large volume of exceptional performances. These specific
queries could be added as an exact match keywords to the same Ad group.
 You can put different match words in the same Ad group, since only one keyword will
trigger your Ad at a time. (RECOMMENDED UP TO 10-20)
 Another very important keywords component is negative keywords, they prevent your
Ads from being triggered when certain keywords are searched for. Best practice is to
use a phrase match negative keyword.
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IMPORTANT METRICS
 Conversions
 Cost
 Impressions
 Clicks

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 GET STARTED WITH GOOGLE ADS:
TRACK YOUR GOALS & CONVERSION TRACKING

Conversion
an action that you would
like someone to take,
that could be your
website sale, phone call,
or even a new lead.
Name
Category
Value

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GOOGLE ADS TUTORIALS:
SEARCH BASICS – METRICS

Cost
Impressions
Clicks
Conversions

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METRICS
CTR

 Impressions: the number of times people have seen your Ad

 Clicks: How many times people clicked your Ad

 Click-Through-Rate CTR: is a digital marketing metric for measuring the total number of clicks on
an advert in a PPC model. Usually a percentage

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METRICS
CPC

 Cost: How much your paying for a specific campaign, group, or specific keyword (CPC: Cost Per
Click equals to total clicks/ total money spent .
 Cost per Click CPC: average cost per click is your cost divided by the number of clicks on your Ad.

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METRICS
CONVERSION RATE

 Conversion: is a specific customer activity that’s valuable to your business

 Landing Page of a campaign: a webpage that serves as the entry point for a website or a particular
online campaign.

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METRICS
COST PER ACQUISITION CPA

 Cost Per Acquisition CPA: The major factor that distinguishes CPA from other metrics
like cost-per-conversion or click-thru rate is simple - revenue. While cost-per-
conversion can refer to things like newsletter signups, CPA refers exclusively to
measuring how much you've spent on your campaign against how many purchases
you've actually gained from doing so.

 It's easy to see why CPA is often considered the most important metric (or sometimes
even the only one that matters!) - your email marketing campaign, for example, could
generate all the leads in the world, but if these leads aren't resulting in actual purchases,
it won't mean a thing. You'd be spending more money on customers than they're worth.
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METRICS
COST PER ACQUISITION CPA

 The key to determining a good CPA lies in your average revenue per customer.
Once you know how much money you can get from a customer, you'll have a better
idea of how much you should be spending to win that customer over. For example - if
you're spending $100 per customer, but only getting $50 in revenue from them, that
would obviously indicate a poor CPA.

𝑪𝒐𝒔𝒕
𝑪𝑷𝑨=
𝑵𝒖𝒎 𝒐𝒇 𝑪𝒐𝒏𝒗𝒆𝒓𝒔𝒊𝒐𝒏𝒔

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AD RANK
 Quality Score
 Bidding
Strategies

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GOOGLE ADS TUTORIALS:
HOW THE SEARCH AD AUCTION WORKS

Maximum bid

Ad Quality Score

Extension


Ad Rank  Position

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AD POSITION

 Maximum Bid: this is the maximum bid that you specify on your keyword

 Quality Score: is a metric to determine how relevant and useful your ad is

to the user (some components are CTR, Relevance, and Landing page
quality). The higher your quality score, the better.

 Google Ads Extensions like Call: phone number (location, calllout and
sitelinks)
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HOW DOES GOOGLE SELECT ADS TO ENTER AUCTION

Search Term Ad Group Keyword Match type Selection

Plumer Course Plumer course Broad match Selected
Plumer Exact match

Plumer Course Plumer course Broad match

Plumer course Exact match Selected

Plumer Training Course Plumer course Ad rank: 1.5 Selected

Plumer certification course Ad rank: 1

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AD RANK FACTORS

 Every time someone does a search that triggers an ad that competes in an auction,
Google calculates an Ad Rank. “Ad Quality” is calculated in real-time, with
multiple factors. This calculation incorporates your
A Quality of your Ad (Quality Score)
 auction-time measurements of expected/estimated Click-Through-Rate CTR,
 ad relevance,
 landing page experience and other factors.
B bid
C Expected impact of extension
To determine the auction-time quality components, Google looks at a number of different
factors.
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B QUALITY SCORE

CTR
 Your ad’s expected Click-through-rate CTR
 Your display URL’s past CTR
 Geographic performance
Higher clickthrough rates achieved through
Relevance better targeted creative copy are rewarded, as
 Keyword relevance: relevancy between Ad is the relevance of the landing page (Google
now sends out AdBotsGoogle to check them
Keywords and Search Query.
out).
 Ad Text Relevance: As well as match of
headlines and description to search keywords.
Landing Page
 The quality of your landing page 58
A QUALITY SCORE
A.1 CLICK THROUGH RATE CTR

Click Through Rate CTR

 Higher clickthrough rates achieved through better targeted creative copy
 Your ad’s expected Click-through-rate CTR: This is based in part on your ad’s
historical clicks and impressions (excluding factors such as ad position, extensions
and other formats that may have affected the visibility of an ad that someone
previously clicked) if you don’t have any historical data, Google will estimate this
based on Ads’ keywords
 Your display URL’s past CTR: The historical clicks and impressions that your
display URL has received,
 Ad’s actual performance history by geographic area
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 A QUALITY SCORE
A.2 RELEVANCE

 Relevance is Measurable. Typically, the higher an ad’s Quality Score, the more relevant it is for the
keywords to which it is tied. When your ads are highly relevant, they tend to earn more clicks, move
higher in Ad Rank and bring you the most success (plus the ads can cost less when you have a higher
score).
 You can’t buy your way to the top. If you have ever wondered why the number of paid ads above the
natural listings varies from non to three, then it’s down to the Quality Score – you can only get the
coveted positions for keywords which have a sufficiently high Quality Score
 More relevant ads are also rewarded through Ad Text Relevance which is an assessment of the match of
headline and description to the search term.
 Finally, the Keyword Relevance is the match of the triggering keyword to the search term entered.

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A QUALITY OF AD RANK
A.3 LANDING PAGE

For an un-bounce landing page, it is recommended that it contains the following:

 USP: Unique Selling Point/proposition or well-written product description.
 Image/video within the context of the campaign
 Benefits of offering (Value Proposition) concisely put in bullet point, or attributes of
products
 Proof usually customer reviews, support your proof with digits and numbers that
looks like facts
 Engagement live chat, apply/create an account (form) or click to call, sometimes
followed by a satisfaction survey. Or, privacy policy on the Thank You page.
 CALL TO ACTION
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AD EXTENSIONS

 Key idea: Free to add, extensions are add-ons that give your ad more impact

Extensions make your ad larger and more robust, giving people more reasons to take action directly from
your ads.
Here are the 3 extensions that are recommended for just about everyone:
 Sitelink extensions. Direct people to specific pages on your website—your store hours, a specific
product, or more. When someone clicks or taps on your links, they can skip right to what they want to
know or buy.
For example, if you run a bicycle shop, you’d display the link “City bicycles” and set that sitelink URL
as your page that shows your city bicycles. To make it more likely that your sitelinks show with your
ads, add at least 4 sitelinks (for example: Hours, City bicycles, Electric bicycles, Contact us).

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GOOGLE EXTENSIONS
C
SITELINK EXTENSION

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CALLOUTS

 Callouts. Callouts give you more space to add text. When customers see your ads
with callouts, they see a larger ad with more detailed information about your business,
products, and services. To make it more likely that your callouts show with your ads,
add at least 4 callouts (for example: Free Shipping, New Arrivals Are Here,
Extended Sizes, New Customer Discount.

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AD EXTENSIONS

 Structured snippets. Entice users by

highlighting specific aspects of your products
and services in your ads. Structured snippets
show underneath your ad text in the form of a
header and list (for example: “Destinations:
Hawaii, Costa Rica, South Africa”).

 Beyond these 3 extensions, Google Ads offers

many more, like location extensions (to promote
local business), promotion extensions (for
holiday sales), and call extensions (to get calls
from prospective customers).
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HOW IS AD RANK CALCULATED

Google Ads looks at the following:

 Your bid amount
 Ad quality, relevance and extensions
 Expected Click-through rate
 Landing page experience
 Context of the person’s search

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AD RANK AND POSITION
HYPOTHETICAL EXAMPLE

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BIDDING AND COST
HYPOTHETICAL EXAMPLE

Your Quality Score is more

important than the bid money in
the placement of your advert on
SERP.
You can pay less for a higher
position by providing high
quality User Experience UX.

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ANOTHER EXAMPLE

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Automated Bidding and Budgeting

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 B
BID STRATEGIES

 Manual CPC Bidding

 Automated Bidding

The power of Smart Bidding

Smart Bidding is a set of conversion-based bid strategies— Target CPA, Target ROAS and
Enhanced CPC — that use advanced machine learning to help you tailor the right bid to each
and every auction.

It factors in a wide range of auction-time signals including device, location, time of day,
remarketing list, language, and operating system to capture the unique context of every
search.

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SET YOUR BID STRATEGY AND BUDGET
 Key idea: With automated bidding, the Google Ads system uses its data to automatically
optimize your bidding. Your budget controls your overall spend.
 Most new advertisers use automated bidding because they find it most effective. For
example:
If you're looking to drive conversion actions like sales or leads,
you can use the "Maximize conversions" strategy.
If you're looking to receive as many clicks on your ads as possible,
you can use the "Maximize clicks" strategy

You don't have to set a maximum limit on your bid with automated bidding because you
control how much you spend using your budget. Your campaign's average daily budget, which
you set, limits how much you spend overall.
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AUTOMATED BIDDING

Example
 Let’s say you want to increase conversions across your campaigns at a CPA goal, but don’t
have the time to set an individual max. CPC for each individual keyword.

By adding those campaigns to a portfolio Target CPA bid strategy and setting a CPA goal
you want to hit,

you allow Google Ads to automatically optimize bids using advanced machine learning to get
you better performance for your goals.

 Note: CPA here is Cost per Action

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SMART BIDDING STRATEGIES

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TYPES OF AUTOMATED BID STRATEGIES
INCREASE SITE VISITS – MAXIMIZE CLICKS

Goal Bid strategy

Increase site visits. Maximize Clicks automatically sets your bids to help get
as many clicks as possible within your budget. (You can
set your maximum CPC bid limit – See next slide )

Maximize Clicks is available as either a standard strategy

in a single campaign or portfolio bid strategy across
multiple campaigns.

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MAXIMIZE CLICKS – SETTING MAX CPC BID LIMIT

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 TYPES OF AUTOMATED BID STRATEGIES
INCREASE VISIBILITY

Goal Bid strategy

Increase visibility. Target Impression Share automatically sets bids with
the goal of showing your ad on the absolute top of the
page, on the top of the page, or anywhere on the page of
Google search results.

Target Impression Share is available on the Search

Network only, as either a standard strategy in a single
campaign or portfolio bid strategy across multiple
campaigns.

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IMPRESSION SHARE

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TYPES OF AUTOMATED BID STRATEGIES
TARGET CPA

Goal Bid strategy

Get more conversions with your target CPA Target CPA automatically sets Search or Display bids to
help get as many conversions as possible at the target
cost-per-action (CPA) you set (at or below CPA) . Some
conversions may cost more or less than your target.

Target CPA bidding is available as either a standard

strategy in a single campaign or portfolio bid strategy
across multiple campaigns and ad groups.

Average cost per action (CPA) is calculated by dividing the total cost of conversions
by the total number of conversions. For example, if your ad receives 2 conversions,
one costing $2.00 and one costing $4.00, your average CPA for those conversions is
$3.00.
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81
 TYPES OF AUTOMATED BID STRATEGIES
ROAS
Goal
Meet a target return on ad spend (ROAS) when you
value each conversion differently.
Bid strategy
Target ROAS automatically sets bids to help get as much
conversion value as possible at the target return on ad
spend (ROAS) you set. Some conversions may have a
higher or lower return than your target.
It's available as a portfolio bid strategy and a standard
strategy for individual campaigns.
“Conversion value” measures the amount of revenue
your business earns from a given conversion. If it costs
you $20 in ad spend to sell one unit of a $100 product,
your ROAS is 5—for each dollar you spend on
advertising, you earn $5 back.
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AUTOMATED BIDDING
RETURN ON AD SPEND (ROAS)

 Question: you want to generate $10 for every $2 spent. What is your ROAS?

Sales ÷ ad spend = Target ROAS

$10 in sales from campaign ÷ $2 ad spend (clicks) =
5 ROAS

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ROAS – EXAMPLE

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 TYPES OF AUTOMATED BID STRATEGIES
Goal
Get more conversions while spending your budget.
Bid strategy
Maximize Conversions automatically sets bids to help
you get the most conversions for your campaign while
spending your budget.

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 TYPES OF AUTOMATED BID STRATEGIES
Goal Bid strategy
Get more conversion value while spending your Maximize Conversion Value automatically sets bids to
budget. help you get the most conversion value for your
campaign while spending your budget.

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BIDDING
MANUAL CPC BIDDING

 Manual CPC bidding: Gives you control to set the maximum amount that
you could pay for each click on your ads. You start by setting a maximum
cost-per-click (CPC) bid for your entire ad group (called your default bid),
but you can also set separate bids for individual keywords or placements.
You can also combine Manual CPC bidding with ECPC bidding

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AUTOMATED BIDDING
ENHANCED COST-PER-CLICK (ECPC)
 Increase conversions while staying in
control of your keyword bids. Enhanced
cost-per-click (ECPC)
Enhanced cost-per-click
(ECPC) automatically adjusts your manual
bids to help you get more conversions,
while trying to achieve the same cost-per-
conversion. ECPC is available as an
optional feature with Manual CPC bidding
or as a portfolio bid strategy. It is fully
compatible with third-party bidding
systems, including those that automate your
bids. 88
GOOGLE’S BID, BUDGET AND TARGET SIMULATORS

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WHICH BID STRATEGY IS RIGHT FOR YOU

Consider your goals

 If you want customers to take a direct action on your site, and you're using conversion tracking, then it may be
best to focus on conversions. Smart Bidding lets you do that.
 If you want to generate traffic to your website, focusing on clicks could be ideal for you. Cost-per-click (CPC)
bidding may be right for your campaign.
 If you want to increase brand awareness—not drive traffic to your site—focusing on impressions may be your
strategy. You can use cost-per-thousand viewable impressions (vCPM) bidding to put your message in front of
customers. You can also use a Target Search Page Location or Target Outranking Share strategy to maximize
visibility. (formal strategy not available anymore) Target Impression Share

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FOCUS ON CONVERSIONS WITH SMART BIDDING
 Target cost per action (CPA): If you want to optimize for conversions, you can use Target CPA to help increase
conversions while targeting a specific cost per action (CPA). Learn more About Target CPA bidding.
 Target return on ad spend (ROAS): If you want to optimize for conversion value, you can use Target ROAS to
help increase conversion value while targeting a specific return on ad spend (ROAS).
Learn more About Target ROAS bidding.
 Maximize Conversions: If you want to optimize for conversions, but just want to spend your entire budget
instead of targeting a specific CPA, you can use Maximize Conversions.
Learn more About Maximize Conversions bidding.
 Maximize Conversion Value: If you want to optimize for conversion value, but just want to spend your entire
budget instead of targeting a specific ROAS, you can use Maximize Conversion Value.
Learn more About Maximize Conversion Value bidding.
 Enhanced cost per click (ECPC): If you want to automatically adjust your manual bids to try to maximize
conversions, you can use ECPC. It’s an optional feature you can use with Manual CPC bidding.
Learn more About ECPC.
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Any Questions ?

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MANAGING AND OPTIMIZING
PAY PER CLICK PPC

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AD GROUP ORGANIZATION
 Key idea: Create specific ad groups with unique sets of keywords and at least 3 ads each

?
 For successful account organization, be sure to create very specific ad groups: an ad group should
have keywords that are closely related to one another, and that are each relevant to an idea that’s
different from the ideas you’re targeting in other ad groups. A person looking for a helmet is more
likely to click an ad about helmets than a generic ad about cycling supplies. Specificity and detail
helps your ads be more relevant. Relevance tends to lead to higher quality ads that perform better in
the ad auction (and generate more clicks and conversions, like newsletter sign ups, calls, or sales.
Here’s an example of campaign and ad group organization: if you run a bicycle shop that sells both
online and in your storefront location, you might create two campaigns: one for online sales and one
for storefront sales. For each campaign, you might have the following ad groups: children’s bikes,
helmets, skateboards, racing bikes, mountain bikes, road bikes, bike locks, women’s cycling apparel,
men’s cycling apparel, cycling shoes. Each of those ad groups would have different keywords that
your potential customers might be using when searching for what you sell.

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MANAGING PAY PER CLICK
ADWORDS ACCOUNT STRUCTURE

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HOW DO YOU STRUCTURE YOUR AD GROUPS
MATCH TYPE AD GROUP SEGMENTATION

Segmenting match types

 Match-type based Ad Groups ( Tiered Bidding ) : “Stacked bidding” or “Tiered Bidding” is a
strategy in which the same keyword is added in multiple match types to better control costs. The
closer a query is to a keyword, the higher the chance that it could lead to a conversion, hence the more
an advertiser is willing to spend.
 This ad group structure utilizes specific ad groups for each match type. For example, red
shoes exists in both broad match and exact match versions in separate ad groups. Take a look at your
keywords segmented by query match type and you’ll see that exact match queries don’t always trigger
exact match keywords.

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KEYWORDS MATCHING OPTIONS
REVIEW

Exact Match
•Symbol: [keyword]
•Example keyword: [women's hats]
•Example search: hats for women
Long tail search queries are search queries with multiple words,
for example:
 ‘size 10 white Adidas trainers’
 ‘where can i buy adidas trainers’

Most utilized in Tiered Bidding Strategy

Keyword: [Adidas trainers]
Example search term: Exact Match will catch users searching for trainers Adidas

This type of keyword match, is the most popular (just as popular as phrase match). It is suggested that
you pair it with long-tail keywords. Long-tail keywords that brings high-intend customers.

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 KEYWORDS MATCHING OPTIONS
REVIEW
Phrase Match
•Symbol: "keyword"
•Example keyword: "women's hats beach blue ribbon"
•Example search term: Women’s hat beach blue ribbon

When implementing a tiered bidding strategy, phrase match keywords can play as a
supporting role for keywords, not covered by the exact match. Phrase match allows
you to target what we call ‘long-tail’ search queries, while still showing relevant
Google ads.
When setting up a tiered bidding strategy it is important to include your ‘route’ keyword phrases as phrase match
keywords. So, for example, if you sell trainers online, you would benefit from having keywords such as the below
on phrase match:
 White Adidas Trainers
 Black Adidas Trainers
 New Adidas Trainers
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KEYWORDS MATCHING OPTIONS
REVIEW

Broad Match BM
•Example keyword: women's hats
•Example search: buy ladies hats

Better Assign Lowest CPC

Broad Match Modifier BMM

Symbol: Plus sign, for example +keyword
Example keyword: +women's +hats
Example search: hats for women
Somehow Performs better than Broad. Assign same CPC
In Jun 2022, phrase match and BMM have been fused together.

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KEYWORDS MATCHING OPTIONS
REVIEW

Broad match type is often seen as the main money maker for Google and in many cases, broad matches
are a Google Ads Account Manager’s worst nightmare.
Broad Match should be used with caution, however when used correctly in a Tiered PPC Bidding
Strategy it can help pick up and find unique, long-tail search queries (ones you had not even thought
of) and become very profitable. Attempting to cover every search query using only exact match is
almost impossible. Using broad match can work by catching all the long-tail search queries that do not
match up with the exact and phrase match keywords that you have implemented.
For example
 Exact Match will catch users searching for [adidas trainers]
 Phrase Match will catch users searching for “size 10 white adidas trainers”
 Broad Match will catch users searching for “white and blue adidas trainers for running”

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TIERED BIDDING IMPLEMENTATION

If you are serious about implementing a tiered bidding strategy, you will need to set your bids based on match type
(it is essential that this be adhered too, otherwise the strategy will not work).
You will need to set your bids up in the following way (please note the amount you set for each match type will
depend on your budgets and what you are willing to pay per click)
 Exact Match: £10 (highest bid)
 Phrase Match: £8 (second highest bid)
 Broad: £6 (third highest bid)

“if the exact match keyword’s max CPC is $1.00, the advertiser may want to bid 80 percent (or $0.80) for phrase
match and 60 percent (or $0.60) for broad or modified broad match”.

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TIERED BIDDING
SUMMARY

 Using a tiered approach allows your exact match keywords to be shown consistently for searches. Phrase and
broad match keywords support the exact match keywords and are in place to find and catch search terms that you
have not thought of or added yet as an exact match keyword.

Clicks Relevance

Low Relevance High Relevance

Broad [Exact] Phrase and

Short tail keyword BMM are
Keyword Broad Modifier fused together
Potential
after Jun 2022
Profitability [Exact]
Long tail keyword Broad
Broad Modifier “Phrase”
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RUN SEARCH QUERY REPORTS

 By segmenting match types, especially exact, you maintain tighter control over some of your most valuable
keywords. Instead of relying solely on tiered bidding you can also exclude your exact match keywords from your
broad match ad groups to funnel traffic to the specific ad group.

Phrase and
BMM are
fused together
after Jun 2022

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TOP PERFORMERS AD GROUP SEGMENTATION

 The next style is similar to match type segmentation but with a looser scope.
Rather than segment all keywords by match types you only create focused ad
groups for your consistently converting queries.
 To begin, you would start with broad or modified broad match (phrase match)
keywords related to a product. (i) Over time converting queries come in via the
search query reports. Weekly or every other week you would then pull the
converting keywords, (ii) exclude them from your general ad group and (iii)
build a new more specific ad group for the converting query.

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RUN SEARCH QUERY REPORTS
 For this strategy to work effectively, as with all PPC campaigns, you have to be patient. You must
continue to look for search queries caught by phrase and broad match that come up more often and
add them as exact match. You can run a report on a daily or weekly basis to find these search
queries. For new campaigns, I would suggest that you run this daily.
 Putting a tiered bidding strategy in place is not easy and for many it will involve restructuring
accounts so that campaigns and ad groups are tightly themed by relevance, ads created around the
theme and landing pages optimised to increase the quality score.
 In many accounts where I have implemented a tiered bidding approach, I have seen that in just a few weeks
there has been a considerable decrease in cost-per-acquisition. As search queries matching phrase and broad
match keywords were highlighted, paused then added as exact match keywords, there was an increase in
quality scores across the account.
 One specific benefit in improving quality score is that the average ad rank increased, which in many cases
means an increase in the overall traffic without the need to increase bids for first page or top page positions. In
fact, if you want to keep the same position that your ads were appearing in, you can decrease the CPCs.
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TOP PERFORMERS AD GROUP SEGMENTATION

 This style makes negative keyword management a breeze as negatives are localized to a few of the broad ad
groups. This means less searching for poor performers across multiple ad groups, and minimizing those small
local leaks that add up to a sizable chunk of spend.

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ORGANIZING BY PROFITABILITY
 Beyond themes and match types, you may opt to sort your keywords by profitability. This is
especially crucial if you develop a portfolio system for bid management. Rather than theme,
keywords are sorted by one of the important conversion metrics such as the amount of
revenue, profitability, or product margins. What you choose will depend on how you define
PPC success for your account.
 Organizing keywords in this manner allows you to step back and evaluate them as a group
rather than individual keywords, which regularly fluctuate in performance. Organization is
key here as you may opt for the default ad group level bid so you want to make sure that bid
applies to each of the keywords.
 One of the key benefits here is focusing on driving value at a higher level, rather than
worrying too much about the specific details of each keyword. This means more time focused
on performance, seeing the forest develop without the focus on any individual tree.
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WRITING SUCCESSFUL ADS
 Key idea: To write successful ads, imagine what your customer is searching for
 In an ideal ad experience, your text ad directly relates to what your customer wants to buy. Let’s take an example:
Someone searches on Google for “24-hour flower delivery lilies,” sees an ad whose headline says “Order lilies
fast - 24-hour flower delivery.” They click the ad and go straight to the flower site, where they complete their
order.

Here are the top 6 tips for creating solid text ads:
 Be clear about what you’re promoting (expectations) : Include at least one of your keywords in your ad
headline
 Be relevant (answer or solution) .
 Match the description to the headline (coherence)
 Match your ad to your landing page (expectations)
 Make sure your ads are approved (high quality, meeting standards)
 Appeal to customers on mobile (mobile version landing page) .
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WRITING SUCCESSFUL ADS
 Be clear about what you’re promoting. Your customers should know what to expect when clicking your ad.
Include at least one of your keywords in your ad headline. If you've included “digital cameras” as a keyword,
your ad headline could be "Buy Digital Cameras
 Be relevant. Make sure you’re giving an answer or solution to your customer. For example, if they’re looking
for a solution near them, then your location is most useful information and should be added to headline.
 Match the description to the headline. Make sure the ad is coherent as a whole unit.
 Match your ad to your landing page. Have a look at the page that you're linking to from your ad (the landing
page), and make sure that the promotions or products in your ad are included there. People might leave your
website if they don’t find what they expect.
 Make sure your ads are approved. In order to make sure all ads are high quality, every ad must meet high
professional and editorial standards. That means no (i) extra spaces, (ii) sTrAnGe CAPITALIZATION, (iii)
exclamation marks, or (iv) unclear URLs, to name a few. Learn more about text ad requirements.
 Appeal to customers on mobile. Consider creating ads devoted to people on mobile devices, using the mobile
version of your website as a landing page, and offering specials suited to a mobile audience.
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TEXT AD REQUIREMENTS
 The following Google Ads policies are particularly relevant to text ads and are often associated with
disapprovals.
 Editorial – Style and Spelling
 Ads or extensions that do not use commonly accepted spelling or grammar
Examples: "Flowers here buy" or "Buy flwres here" instead of "Buy flowers here"
 Ads or extensions that are incomprehensible or don’t make sense
Examples: Gibberish or overly generic ad text; overly generic or vague promotions; ad text that is cut off or
incomplete
 Ads or extensions that exceed character limits for double-width character languages (e.g., Chinese, Japanese,
Korean)
 Ads or extensions that are inconsistent with the clear and informational presentation style of the Google Search
results
Examples: Ads that use bullet points or numbered lists; ads containing a generic call to action (such as "click
here") that could apply to any ad 110
TEXT AD REQUIREMENTS

 Punctuation and symbols

 Punctuation or symbols that are not used correctly or for their intended purpose
Examples: Exclamation marks in the ad headline; repeated punctuation or symbols; symbols,
numbers, and letters that don't adhere to their true meaning or purpose, such as using "@ home" to
mean "at home"; non-standard use of superscripts; non-standard symbols or characters, such as
asterisks; bullet points and ellipses; excessive or gimmicky use of numbers, symbols, or
punctuation, such as f1owers, fl@wers, Flowers!!!, f*l*o*w*e*r*s, F.L.O.W.E.R.S
 Invalid or unsupported characters
Examples: Emoji, single-byte katakana

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TEXT AD REQUIREMENTS

 Capitalization
 Capitalization that is not used correctly or for its intended purpose
Examples: Excessive or gimmicky use of capitalization, such as the following: FLOWERS, FlOwErS,
F.L.O.W.E.R.S
Note: In some circumstances, non-standard capitalization is allowed. For coupon codes, common
abbreviations (such as "ASAP"), trademarks, brand names, and product names
 Repetition
 Non-standard, gimmicky, or unnecessary repetition of names, words, or phrases
Note: This policy includes extensions repeating text that already appears in ad text
Examples: Repeating the advertiser name, repeating the product name
 Extension text that repeats words or phrases within the same extension or another extension in the same ad
group, campaign, or account
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TEXT AD REQUIREMENTS

 Unacceptable spacing
 Omitting a space or adding extra spaces
Examples: "Sale,buy flowers"; "Sale, buy flowers“
 Excessive or gimmicky use of spacing
Examples: f l o w e r s, buyflowershere
Note: Some trademarked terms, brand names, or product names use non-standard spacing.
 Phone number in ad text
 Entering a phone number in ad text
Example: Adding "Call 1-800-123-4567" to the ad’s description
Note: If you want to encourage customers to call you, consider using call extensions or call-only ads instead
of putting the number in your ad text.

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STAY ENGAGED
 Key idea: Adjust your campaign performance based on performance and
recommendations
 Remember that a successful campaign doesn’t end with set-up. You need to monitor
how it’s doing and make adjustments. For best results:
 Set up conversion tracking in order to see what happens after a customer interacts with your ads—
whether they purchased a product, signed up for your newsletter, called your business, or
downloaded your app.
 Check your campaign performance at least weekly. Make sure you don’t miss any important
notifications, and be sure to find ways to get more value and impact through your
Recommendations page—an entire section of your account dedicated to helping you improve your
campaign.

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AN EXAMPLE OF AN AD GROUP WITHIN THE GOOGLE ADS
CAMPAIGN MANAGEMENT TOOL

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KEYWORDS COUNT

 A good rule of thumb is 10 to 20 keywords maximum per Ad Group. Minimum 3

Our ads will tend to be more relevant to searchers if you create many focused ad
Groups in each campaign, which each target a particular type of searching.

Each ad Group shouldn’t have too many diverse, unrelated keywords since you will
be less able to deliver relevance, and so your clickthrough rate will be low and your
price bid will have to be high compared to competitors to get the listing position you
need

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DYNAMIC CONTENT INSERTION

 It is easy to test alternative creative/copy but maybe easier to use dynamic content
insertion. Check that your agency has developed the best messages through testing.
To save time, you can use dynamic content insertion to tailor the ad for better user
experience UX. For example, in Google, the syntax
{Keyword: <Default phrase>}
Is used to activate this ‘dynamic keyword insertion’ feature when defining the ad
headline or description. This typically results in greater relevance and higher
clickthrough rates since the phrase entered matches that typed search term

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CAMPAIGNS & CONVERSION RATE
 It is also useful to create separate campaigns for the content network; then you
can treat this differently by using different messages as a first-time advertiser, it is
usually best to switch off the content network initially, so you can concentrate on
getting advertising right within the main search results
 Conversion rate. With PPC, as for any other media, media buyers carefully evaluate
the advertising costs in relation to the initial purchase value or lifetime value they feel
they will achieve from the average customer. As well as considering the CPC, you
need to think about the conversion rate when the visitor arrives at your site. Clearly,
as an ad could be effective in generating clickthrough or traffic, but not achieve the
outcome required on the website such as generating a lead or online sale

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DIAGNOSTICS

As an ad could be effective in generating clickthrough or traffic, but not achieve the

outcome required on the website such as generating a lead or online sale

 Diagnostics.
This could be because there is a poor incentive or call-to-action or the profile of the
visitors is simply wrong. One implication of this is that it will often be more cost-effective
if targeted microsites or landing pages are created specifically for certain keyphrases – to
convert users to making an enquiry or sale. These can be part of the site structure, so
clicking on a ‘car insurance’ ad will take the visitor through to the car insurance
page on a site rather than a home page. This is not a form of advertising to use unless
the effectiveness of the web site in converting visitors to buyers is known
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ADWORDS ACCOUNT STRUCTURE # of Conversions=

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LOWERING CPA BY INCREASING CONVERSION RATE
 Generally, your CPA will be higher than your cost-per-click, since not
everyone who clicks your ad will make the jump to being a customer. It stands
to reason that increasing your conversion rate goes hand-in-hand with
lowering your CPA. Tips for lowering your CPA, then, will often reflect more
general best practices for marketing.

 Create an effective landing page

 Optimize your website with A/B testing
 Increase your retargeting efforts
 Eliminate Paid Ads and Keyword Bids That Aren't Converting

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OPTIMIZING PAY PER CLICK

 Each PPC keyphrase ideally needs to be managed individually in order to make

sure that the bid (amount per click) remains competitive in order to show up in the
top of the results. Experienced PPC marketers broaden the range of keyphrases to
include lower volume phrases. Since each advertiser will typically manage
thousands of keywords to generate clickthrough, manual bidding soon becomes
impractical
 Use a single tool. Some search engines include their own bid management tools,
but if you or your agency is using several different PPC services such as Overture,
Espotting and Google, it makes sense to use a single tool to manage them all. It
also makes comparison of performance easier.

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OPTIMIZING PAY PER CLICK (IGNORE THIS SLIDE)

 Some bid-management tools such as Efficient Frontier use historical click, cost,
impression and position data to model the whole campaign in a portfolio-style
approach similar to those used by stock market traders. For each keyword and each
position, these tools predict
 the required bid

 the actual CPC

 the click volume (CTR)
 the conversion rate

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MAKING YOUR AD CREATIVE EFFECTIVE
BEST PRACTICES

 Digital marketing best practice checklist – effective paid search ad creative

 Deliver relevance by including search term keywords in headline and body description “automatic insertion”
 Be specific on the offer
 Include specific benefits; e.g. free delivery costs and try to squeeze in a call-to-action “incentives to incite clicks”
 Differentiate – explain what is unique about your offering “USP”
 Include numbers. Percentages, ratios as appropriate since they stand out when visitors scan the page
 Use CAPS (capitalize first letters and use acronomys where appropriate)
 Space can be good – sometimes relatively short text can have a higher impact
 Use characters (sensibly): ! ? : &
 Be quirky ! Depending on industry “surprise element”
 Use distinctive words
 Capitalize display URLs (the web address shown) and consider including a sub-folder that highlights the product or a benefit
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SUMMARY

 Review the relevance of Pay per click advertising and be sure to devote sufficient
resources to deliver ROI from these
 Master your Quality Score
 Manage your PPC campaigns by constantly calculating and optimizing CPA
 Beware of click fraud

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