maximise your web marketing PAY PER CLICK


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29.09.10 and 02.12.10 Maximise your web marketing - PAY PER CLICK

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  • JC Confirms that formal meeting will be followed by discussion opportunity with short introduction and a specific presentation on the Block Exemption Regulation. Invites Subscribers to accept Minutes of 1998 Annual General Meeting. Hands on to Anton for Policy Board elections. Next Slide
  • maximise your web marketing PAY PER CLICK

    1. 1. Pay Per Click Measurable return on investment Roan Fair Search Marketing Consultant
    2. 2. Today’s agenda… <ul><li>What is Pay Per Click advertising? </li></ul><ul><li>Why is it important? </li></ul><ul><li>Why should I use it? </li></ul><ul><li>How do I use it? </li></ul><ul><li>Hint and tips </li></ul>
    3. 3. What is PPC? Ad auction PPC SEO
    4. 4. ‘ Sit forward advertising’ <ul><li>Users see your messages when they search </li></ul><ul><li>‘ Sit forward’ advertising (PPC) – not ‘lean back’ (TV) </li></ul><ul><li>Pay only when they click – not when they don’t! </li></ul>
    5. 5. Why PPC matters <ul><li>Get to ‘Number 1’ immediately </li></ul><ul><li>Beat the Google ‘sandbox’ that puts new websites on hold </li></ul><ul><li>Find out precisely which adverts work – maximise your ROI </li></ul><ul><li>Excellent testing ground for keywords – get free conversions </li></ul><ul><li>Pause, unpause - control </li></ul>
    6. 6. Maximise your ad ROI <ul><li>“ Half the money I spend on advertising is wasted…the trouble is, I don’t know which half.” </li></ul><ul><li>John Wanamaker (1838-1922), US department store merchant </li></ul>
    7. 7. ROI benefits – get precise data <ul><li>Ads – test which ad messages work best </li></ul><ul><li>Sales leads/enquiries – how many conversions, when, where, how often </li></ul><ul><li>Which of your web pages are most persuasive, effective </li></ul><ul><li>Find out exactly what works, what doesn’t – minimise waste </li></ul>
    8. 8. Why should I use it? <ul><li>Stop wasting money! Boost your ROI </li></ul><ul><li>Precise targeting – location, language, network, PC/laptop v mobile </li></ul><ul><li>Understand your customers better, buying cycle, challenge assumptions </li></ul><ul><li>Use data from PPC to get free leads/conversions with new web pages </li></ul><ul><li>Improve the conversion rate of your existing web pages </li></ul>
    9. 9. How does PPC work? Glossary 1 <ul><li>Keywords – trigger your ads </li></ul><ul><li>Ads – users click on them, go to your web pages </li></ul><ul><li>Ad groups – ‘folders’ for ads, keywords </li></ul><ul><li>Landing page – page where users ‘click’ to, where they arrive/land </li></ul><ul><li>Impression – a showing of your ad </li></ul><ul><li>Clickthrough rate (%) – clicks/impressions </li></ul>
    10. 10. How does PPC work? Glossary 2 <ul><li>Cost Per Click – how much you pay for each click </li></ul><ul><li>Cost – your total cost </li></ul><ul><li>Conversions – leads, enquiries, any desired action to be measured </li></ul><ul><li>Cost/Conversion – how much each conversion/lead costs you </li></ul><ul><li>Conversion rate (%) – conversions/clicks </li></ul>
    11. 11. How does PPC work? Search, ad
    12. 12. How does PPC work? Click to page
    13. 13. How does PPC work? Engaging…
    14. 14. How does PPC work? Conversion
    15. 15. How does PPC work? Conversions <ul><li>Clickthrough rate (CTR) – impressions v clicks </li></ul><ul><li>Conversion numbers </li></ul><ul><li>Cost/conversion </li></ul><ul><li>Conversion rate </li></ul>
    16. 16. Where do I start? <ul><li>Start with your goals in mind </li></ul><ul><li>Always keep them in mind! </li></ul><ul><li>How much do you want to pay per lead/conversion? </li></ul><ul><li>Beware small ticket items! </li></ul>
    17. 17. Where do I start? <ul><li>Be relevant to search </li></ul><ul><li>Find your keywords </li></ul><ul><li>Google Keyword Tool </li></ul><ul><li>List relevant terms </li></ul><ul><li>User intent , buying cycle </li></ul>
    18. 18. Keyword tool <ul><li> </li></ul>
    19. 19. Set up campaign
    20. 20. Set up campaign – beware defaults!
    21. 21. Set up campaign – beware defaults!
    22. 22. Create your relevant ad text
    23. 23. Good ad text Poor ad text
    24. 24. Creating ad groups, keywords <ul><li>Two ads per ad group, split testing </li></ul><ul><li>Use keyword in ad, preferably title, display URL </li></ul><ul><li>Granularity… </li></ul><ul><li>Ad Group: Red Widgets Ad Group: Red Widget Ad Group: Buy Red Widgets Ad Group: Buy Red Widget Ad Group: Hire Red Widgets Ad Group: Hire Red Widget </li></ul>
    25. 25. Creating ad groups, keywords <ul><li>Keyword granularity, matches… </li></ul><ul><li>red widgets (broad match) </li></ul><ul><li>+red +widgets (modified broad match) </li></ul><ul><li>“ red widgets” (phrase match) </li></ul><ul><li>[red widgets] </li></ul><ul><li>Negative keywords </li></ul><ul><li>-alert -alerts -shoe -shoes </li></ul>
    26. 26. Budgets, bidding, quality <ul><li>Set daily budget(s), ringfencing </li></ul><ul><li>Bids – impact on ad profitability </li></ul><ul><li>Quality Score – What? Why? Benefits! </li></ul>
    27. 27. Performance indicators <ul><li>Click Through Rate (CTR) </li></ul><ul><li>Cost Per Click (CPC) </li></ul><ul><li>Cost </li></ul><ul><li>Conversion numbers </li></ul><ul><li>Cost per conversion </li></ul><ul><li>Conversion rate </li></ul>
    28. 28. Always improve, optimise <ul><li>Test </li></ul><ul><li>Adjust </li></ul><ul><li>Run </li></ul><ul><li>Test </li></ul><ul><li>Adjust </li></ul><ul><li>Run </li></ul><ul><li>Test </li></ul>
    29. 29. Hints and tips <ul><li>Keep a ‘Captain’s log’, diary your work, next actions </li></ul><ul><li>Create PPC landing pages, optimise </li></ul><ul><li>AdWords Editor </li></ul><ul><li>Keyword, Ad Group Reports </li></ul><ul><li>Search Query Reports </li></ul><ul><li>Campaign (Impression Share) Reports </li></ul>
    30. 30. Next steps <ul><li>Take what works with PPC </li></ul><ul><li>Create more landing pages </li></ul><ul><li>Get free clicks </li></ul><ul><li>Improve your Quality Score to reduce Cost Per Click </li></ul><ul><li>Use it for SEO, digital PR, social media </li></ul>
    31. 31. Your homework <ul><li>Watch this video… </li></ul><ul><li>Google’s Hal Varian on Ad Auction, Quality Score, Cost Per Click </li></ul><ul><li> </li></ul>
    32. 32. Thank you! Any questions?
    33. 33. Roan Fair <ul><li>Intergage, Search Marketing Consultant </li></ul><ul><li>Tel: 0845 456 1022 </li></ul><ul><li>Web: </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>LinkedIn: </li></ul><ul><li>Twitter: </li></ul><ul><li>Intergage Blog: </li></ul>