Intro to Pay-Per-Click (PPC) Marketing - HawkEye Search Marketing

Pay-Per-Click (PPC) Marketing Cheryl Freiburg - President Alison Ganz – Director, Marketing & Strategy

HawkEye Search Marketing
Boutique Pay-Per-Click (PPC) Marketing Agency
Services Include:
PPC Campaign Set-up & Management
Audits on existing PPC accounts
Optimization & “Restructure” of Existing PPC Accounts to maximize performance
Landing Page Consulting
PPC Training Sessions

What is PPC?
Pay per click ( PPC ) is an Internet advertising model used on search engines , advertising networks , and content websites , such as blogs , where advertisers only pay when a user actually clicks on an advertisement to visit the advertisers' website. Advertisers bid on keyword phrases relevant to their target market .
Source: Wikipedia (http://en.wikipedia.org/wiki/Pay_per_click)

What is PPC? This is NOT PPC

Also NOT PPC

Google SERP – S earch E ngine R esults P age PPC PPC Organic

Yahoo! SERP – S earch E ngine R esults P age Organic PPC PPC

Live Search (MSN) SERP – S earch E ngine R esults P age PPC PPC Organic

This is also PPC…. Content Targeting

And this…. Content Targeting

PPC Results are generated by Keywords that an advertiser has deemed relevant to their website by “bidding” on those Keywords $1.50 home cleaning services san diego $1.11 home cleaning service san diego $1.35 home cleaning services $1.25 home cleaning service $1.00 maids san diego $1.00 maid san diego $2.00 cleaning services san diego $2.00 cleaning service san diego $1.80 house cleaning services $1.80 house cleaning service $1.70 maid services $0.70 maid service $1.35 maids $1.50 maid $1.45 cleaning service $1.75 cleaning services $2.50 house clean $2.50 house cleaning Max Bid Keyword

cleaning services $1.75 Keyword Bid Targeted ad copy Targeted Landing Page How PPC Works

Keyword

What are the Benefits of PPC?

Yellow Pages
Pros:
Locally targeted
Large audience – 13.4 Billion YP “references” in 2007 (source: Knowledge Networks, SRI)
Qualified audience – People only open up the YP if they have an intent to purchase
Relatively easy to use
Cons:
Expensive – Can spend thousands on a tiny ad
Fixed cost
Can’t “optimize” ad once it is published
One ad per year
Stressful deadlines
Can’t leverage seasonal promotional messaging
Difficult to track performance

PPC addresses the “Cons” of Yellow Pages
PPC
YOU set the budget based on your own needs
Variable cost
Can continuously optimize ad based on performance
Multiple, targeted ads
Launch campaign when YOU want
Can leverage seasonal promotional messaging
100% Trackable
Yellow Pages - Cons
Expensive
Fixed cost
Can’t “optimize” ad once it’s published
One ad per year
Stressful deadlines
Can’t leverage seasonal promotional messaging
Difficult to track performance

Why PPC?

Why PPC?
Local targeting – “Geo-targeting”
GIANT audience – Almost 12 Billion US Searches conducted in July alone, that translates to approximately 140+ Billion US Searches each year!
(source: comScore, 2008)
Can be used to “test drive” keywords before committing them the SEO (Search Engine Optimization) strategy
Can be used to test “interest” of a new product or service
Pay only for “targeted interest” – Every click can be viewed as a potential sale
Go Green – No paper wasted!

How to Get Started
Allocate resources
In-house or agency
Set aside a PPC budget
Establish baseline & goals
Track current (pre-PPC) lead volume in order to determine if PPC is increasing leads to company
Learn, learn, learn!

Educate - Free Tutorials
Google AdWords http://www.google.com/adwords/learningcenter/
Yahoo Search Marketing http://help.yahoo.com/l/us/yahoo/ysm/sps/index.html
Microsoft adCenter http://advertising.microsoft.com/microsoft-adcenter/faqs

Setting Up Your Own Campaign
New to PPC? Test with Google
http://adwords.google.com

Google AdWords
Google’s set-up wizard will walk you through the process

Organizing Your Campaign
Guides campaign set-up to help:
Select keywords
Group keywords
Write ad copy
Target ads locally

Some Tips – Keep It Relevant!
Keywords
Select only keywords that make sense and will bring you qualified web traffic
Find keywords on your site, your competitors, thesaurus, search suggestion tools
https:// adwords.google.com/select/KeywordToolExternal
http://adlab.microsoft.com/Keyword-Search.aspx
http:// freekeywords.wordtracker.com /
Ad Copy
include keywords in the title & description
Landing Pages
Make sure you reinforce your ad copy and keywords by taking them to a relevant page on your site

Examples of Relevancy

Bad Relevancy Free Delivery? No pink roses?

Keyword: “green maid service”

Is Your Web Site Ready for PPC?
Must have’s:
Good tracking software
Google Analytics (free) http://www.google.com/analytics/
Goals
Lead Generation
Easy to fill out online contact forms?
PPC (or online) targeted phone numbers?
Consumer-ready web site
Easy to navigate
Topic-specific landing pages

Example: Floods 4 Less
Similarities
Lead Generation
Variety of Services & Customer Needs
Contact Form & Phone Number

Service

Final Thoughts
Educate yourself on PPC
Determine your company’s needs & goals
Ok to test small & build on success
Keep it relevant throughout the process – from keywords to ad copy to your landing page – make it easy for the customer
Re-invest part of your PPC profits back into your campaigns
Allocate resources to support your campaign – constantly changing PPC atmosphere

HawkEye Search Marketing
Want a copy of this presentation?
[email_address]
[email_address]
Q&A

http://www.slideshare.net	14
http://touch.sisunthink.com	9
http://www.linkedin.com	3

Intro to Pay-Per-Click (PPC) Marketing - HawkEye Search Marketing

by HawkEye Search Marketing on Sep 11, 2008

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 26

Statistics

Intro to Pay-Per-Click (PPC) Marketing - HawkEye Search Marketing — Presentation Transcript