webiforce_digital marketing service ppt file
                     
Webiforce



W EBIFO RCE 
 
Table of Contents
 
1. INTRODUCTION 1
 
2. PPC TERMINOLOGY7
 
3. CREATING A KEYWORD LIST 10
 
4. SETTING TARGET LOCATION & LANGUAGE 16
 
5. WRITING A KILLER PPC AD 19
 
6. LANDING PAGES 24
 
7. BIDDING 28
 
8. MEASURING RESULTS 32
 
9. PPC AD ON GOOGLE 33
 
10. YAHOO! AND BING SEARCH MARKETING 48
 
11. FACEBOOK ADS 54


IN TRO D U CTIO N
 We have the Internet that provides a huge platform for advertising 

products and services online. Advertisers around the world have shown a 
keen interest in making good use of the Internet that is omnipresent 
these days to market various products and speed up their business 
activities by reaching out to numerous users.

  
 You might be aware of the conventional methods of  push marketing 

that involves the use of brochures, television ads, radio ads, banners, 
bills, balloons, etc. where people are driven to hear, listen, and view the 
product or service they can get.

  
 Quite contrary to the traditional model, the recent methods of internet 

marketing involve innovative techniques to catch more eyeballs and pull 
online traffic to visit, listen, view, or buy a product or a service that is on 
offer. It is done through a model that is now being widely regarded as Pay 
Per Click (PPC). It is a successful model for internet advertising that 
directs online traffic to particular websites, where the advertisers pay the 
publishers a certain amount when their ad is clicked.


Here, in this introductory chapter, we will provide an overview of PPC as a concept and explain the 
role of its entities 
involved in the entire workflow of PPC advertising.

  Keyw ord
It is a search query m ade by a user. A word or a phrase of words entered in the search 
box by the user. The search engine m atches your keywords and gives you relevant 
results on the Search Engine Result Page (SERP).

PPC Bid
It is the m axim um  am ount of fees an advertiser is ready to pay for a click.
Q uality Score
It is a dynam ic m etrics assigned to each of your keywords and ads. It determ ines the quality of 
your keyword, ad, and the landing page. High quality score boosts the ad rank.
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About PPC Ad

 PPC stands for Page Per Click. It is an 
internet marketing model where the 
advertisers use the publishers’ website 
to market their products or services 
through ads. The publisher gets paid by 
the particular advertisers when a user 
clicks on their ads. It is a pull-type 
internet marketing of buying user visits 
to a site.

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Search Engine Advertising
 One of the most popular forms of PPC marketing is 

Search Engine Advertising (SEA). It allows advertisers 
to bid for placement of ads in the search engine’s 
sponsored link, when a user searches for a keyword 
that is relevant to a product or a service.

 Whenever a user clicks on an ad, the link directs the 
user to the product’s website. At the same time, the 
product or service provider needs to pay some 
amount to the search engine, such as Google.

 Behind every successful PPC campaign lies a catchy 
ad that can attract the attention of online users. 
Advertisers focus on the following aspects while 
creating an online ad:

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CREATIN G  A KEYW O RD  LIST

 Keywords are the primitive entities of PPC 
ads. Choosing a correct and relevant set of 
keywords can help design a crisp and 
persuasive ad to fulfile the sole purpose of 
increasing the number of clicks on the ads.

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 Various keywords have different meanings 

and intents. Some keywords are typically 
used by general users who are into early 
research phase and some keywords are 
used by expert researchers.