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

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

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HawkEye Search Marketing PPC Presentation for ARSCI Convention - September 10, 2008

HawkEye Search Marketing PPC Presentation for ARSCI Convention - September 10, 2008

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

  • 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
  •  
  • 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
  • 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