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

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)

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

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

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!

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!

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

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

New to PPC? Test with Google

http://adwords.google.com

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

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

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

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

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

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

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

Want a copy of this presentation?

[email_address]

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Q&A