After expressing an interest in learning about PPC, an area of internet marketing I have not yet had much experience in as I mainly work in natural search, an email appeared in my inbox from a colleague, which had a list of training courses for all areas of expertise at Google’s London HQ.
So I decided to sign up for the more basic seminars in the Rookie category. The courses would give me the added opportunity of seeing the Google HQ in London, a place I had heard a lot about in the past.
The course I attended yesterday was Content Rookie Seasoning. The Google office is not the corporate glass-encased building with a huge logo sprawled across it that you might expect, but the upper floors in Belgrave House outside Victoria train station. The Content Rookie Seasoning course was a quick overview of the Google Content network, which consists of over 1 million websites and has approximately 30 million UK unique users gaining 35 billion ad impressions. I should have gained a few points for memory there from Adam, the guy running the course.
The course looked at the key features of the content network giving users the opportunity to create target ads, the flexibility to change them along the way and the transparency of an open network. Then we were informed of the Google market pricing being the Auction model mainly CPC (Cost Per Click) and CPM (Cost Per Thousand Impressions); we were informed of the best use for each CPM being a good way to build brand awareness and CPC best for creating leads.
We were told how Google chooses the best pages for your ads to appear on page analysis, which uses the campaign keywords that match the title and image text of a page.
Other areas covered
• Ad analysis – make sure you incorporate the negative keywords in your campaign that describe the pages you don’t want to be shown on. One example used on the course was British Airways Holidays not being displayed on pages about an air disaster.
• A) Targeting – Target your ad by category, for example a car or a specific model of car, so you are seen on web pages about those car models.
B) Placement targeting – demographic, their interests and gives you very specific options to appear on a certain page within a website for maximum impact.
• Enhanced online Campaign – Test the keywords start bids high to get the campaign off to a good start, allow 2 weeks, then use the PPR ( Placement Performance Report) to see which sites have been working best and gaining the best clicks and performance conversions. Exclude any under performing sites, so your ads don’t appear on those sites again.
• Ways to improve campaigns to make sure they are reaching the right audience using Google ad tool kit.
The course was very useful on a basic level. Some good case studies were used to demonstrate how the Google PPC tools can work well, and other colleagues of mine have attended the more advanced courses and found them informative too, so if you want to know more about PPC or Advance your existing skills for free, then I recommend looking at the Google Learning Centre.