By Mike Essex@Koozai_MikeWHY PAID SEARCHISN’T JUST FOR BIG BUDGETS
Even Big Brands havegrowing painswith Paid Search
But this represents agrowing opportunityfor everyone else
Average Position 1.8(£1.49 CPC)CLICK RATECASE STUDYAverage Position 2.3(£2.48 CPC)Average Position 3.7(£2.59 CPC)Source: K...
Average Position 1.8(£1.49 CPC)CLICK RATECASE STUDYAverage Position 2.3(£2.48 CPC)Average Position 3.7(£2.59 CPC)CPCPOSITI...
WHAT SHOULDI ADVERTISE?
LeadGenerationBrandAwarenessWHAT’S THE GOAL?ContentPromotion Sales
LeadGenerationBrandAwarenessWHAT’S THE GOAL?ContentPromotion Sales
ContentSalesWHAT WILL IT COST?LeadsBrand
ContentSalesWHAT WILL IT COST?LeadsBrand
Sales(AdWords, PLA’s, Bing)MATCH CHANNELS TOEACH GOAL
PAID SEARCH FOR:BRAND AWARENESS
FacebookAdvertisingAvg CPC: £0.52 ($0.80)Avg CTR: 0.051%Source: WordStream
TYPES OFFACEBOOK ADVERTSStandard AdsBest for brandingSponsored StoriesBest for likes of your pagePromoted PostsBest for co...
Twitter AdvertisingAvg CPC: £0.65 ($1)BUT £5,000 minimum spendSource: Hallme
TYPES OFTWITTER ADVERTSPromoted TweetsBest for driving new web visitorsPromoted AccountsBest for new followersPromoted Tre...
Google AdWordsDisplay NetworkAvg CPC: £0.12 ($0.19)Avg CTR: 0.4%Avg Conversion Rate: 4.68%Sources: Periscopix, Search Engi...
WHY ADVERTISELIKE THIS?
WHEN YOU COULDADVERTISE LIKE THIS:
WHEN YOU COULDADVERTISE LIKE THIS:Source: Google
Google AdWordsSearch NetworkAvg CPC: £0.54 ($0.84)Avg CTR: 2.9%Avg Conversion Rate: 3.4%Source: Hochman Consultants
YOUR BRAND ISVULNERABLE
YouTube AdvertisingAvg CPC: £0.18 ($0.28*)* In-stream AdvertisingSource: Search Engine Journal
TYPES OFYOUTUBE ADVERTSDisplay AdsCheapest for brandingTrueView In-StreamBest for brand messagingTrueView In-SearchBest fo...
PAID SEARCH FOR:CONTENT PROMOTION
OutbrainAvg CPC: £0.10 ($0.15)Avg CTR: 0.15% - 0.18%Source: OutBrain
WOULD YOU LIKE TOGET SEEN ON…
Zemanta£3.25 - £16.20 ($5 - $25) per linkAvg CPC: £0.04 ($0.06)Avg CTR: 6.4%Minimum £32.23 ($50) per daySource: SEOmoz / Z...
Source: Zemanta
StumbleUponPaid DiscoveryAvg CPC: £0.06 ($0.10)Source: StumbleUpon
Source: StumbleUpon
Source: StumbleUpon
PAID SEARCH FOR:LEAD GENERATION
Google AdWordsRemarketingAverage CPC: £0.40 ($0.62)Average CTR: 0.18%Source: Periscopix
MAKE IT PERSONAL
RETARGETED CUSTOMERS AREMORE LIKELY TO COMPLETE APURCHASESource: Criteo
LinkedInAvg CPC: £1.80 ($2.78)Avg CTR: 0.057%Source: The College Startup
SlideShareSilver PlanCosts: £19 / $19 a month
USE CRO TO CONVERTMORE VISITORSFREEWhitepaperkooz.ai/CRO-whitepaper
PAID SEARCH FOR:INCREASING SALES
Bing AdsAvg CPC: £0.69 ($1.07)Avg CTR: 2.5%Source: Hochman Consultants, Search Engine Land
Source: Search Engine Land
Source: Search Engine Land
Google AdWordsProduct Listing AdsAvg CPC: £0.20 ($0.31)Source: CPC Strategy
Source: CPC Strategy
Google AdWordsSearch NetworkAvg CPC: £0.54 ($0.84)Avg CTR: 2.9%Avg Conversion Rate: 3.4%Source: eMarketer
DON’T TRUSTBROAD MATCHTennis ShoesRed Tennis ShoesTennis ShoesFor MenFree TennisShoesRed Tennis ShoesFree Tennis ShoesRunn...
USENEGATIVE KEYWORDSTennisShoes,Shoes forTennis,Men’s TennisShoes,Red,Free,Running,Sneakers,Sneaker,PositiveKeywordsNegati...
LandingPageClickThroughRateAccountHistoryRelevancyFactorsAdRelevancyKeywordRelevancyQUALITY SCORE
ROTATE ADVERTSEVENLY
MORE TIPSkooz.ai/PPC-whitepaperFREEWhitepaper
If All Else Fails?Spy On The Competition!
SPY ON COMPETITORS
SPY ON COMPETITORS
THANK YOU FOR LISTENING@Koozai_Mikemike.essex@koozai.com0845 485 1262koozai.com
IMAGE SOURCES2 - © Randomskk http://www.flickr.com/photos/randomskk/859771287/3 - © bzyxx - Fotolia.com4 - http://online.w...
REFERENCES11/12 - http://www.koozai.com/blog/pay-per-click-ppc/ppc-click-rate-study-how-click-rate-deteriorates-depending-...
REFERENCES48 - http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf49 - http://...
THANK YOU FOR LISTENING@Koozai_Mikemike.essex@koozai.com0845 485 1262koozai.com
Why Paid Search Isn't Just For Big Budgets
Why Paid Search Isn't Just For Big Budgets
Why Paid Search Isn't Just For Big Budgets
Why Paid Search Isn't Just For Big Budgets
Why Paid Search Isn't Just For Big Budgets
Why Paid Search Isn't Just For Big Budgets
Why Paid Search Isn't Just For Big Budgets
Why Paid Search Isn't Just For Big Budgets
Why Paid Search Isn't Just For Big Budgets
Why Paid Search Isn't Just For Big Budgets
Why Paid Search Isn't Just For Big Budgets
Why Paid Search Isn't Just For Big Budgets
Why Paid Search Isn't Just For Big Budgets
Why Paid Search Isn't Just For Big Budgets
Why Paid Search Isn't Just For Big Budgets
Why Paid Search Isn't Just For Big Budgets
Why Paid Search Isn't Just For Big Budgets
Why Paid Search Isn't Just For Big Budgets
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Why Paid Search Isn't Just For Big Budgets

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We like big budgets and we cannot lie! However it's not always the case that the companies who spend the most get the best results with paid search and that's what we hope to prove with these slides. By looking at lots of different platforms we've tried to find the best option for each budget and your campaign goals.

For more on what we do visit http://www.koozai.com

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  • Can have 10,000 negatives , should have thousands
  • Does this bring in uk companies now? Add SpyFu slide from last talk.
  • Why Paid Search Isn't Just For Big Budgets

    1. 1. By Mike Essex@Koozai_MikeWHY PAID SEARCHISN’T JUST FOR BIG BUDGETS
    2. 2. Even Big Brands havegrowing painswith Paid Search
    3. 3. But this represents agrowing opportunityfor everyone else
    4. 4. Average Position 1.8(£1.49 CPC)CLICK RATECASE STUDYAverage Position 2.3(£2.48 CPC)Average Position 3.7(£2.59 CPC)Source: KoozaiCPCPOSITION
    5. 5. Average Position 1.8(£1.49 CPC)CLICK RATECASE STUDYAverage Position 2.3(£2.48 CPC)Average Position 3.7(£2.59 CPC)CPCPOSITIONSource: Koozai
    6. 6. WHAT SHOULDI ADVERTISE?
    7. 7. LeadGenerationBrandAwarenessWHAT’S THE GOAL?ContentPromotion Sales
    8. 8. LeadGenerationBrandAwarenessWHAT’S THE GOAL?ContentPromotion Sales
    9. 9. ContentSalesWHAT WILL IT COST?LeadsBrand
    10. 10. ContentSalesWHAT WILL IT COST?LeadsBrand
    11. 11. Sales(AdWords, PLA’s, Bing)MATCH CHANNELS TOEACH GOAL
    12. 12. PAID SEARCH FOR:BRAND AWARENESS
    13. 13. FacebookAdvertisingAvg CPC: £0.52 ($0.80)Avg CTR: 0.051%Source: WordStream
    14. 14. TYPES OFFACEBOOK ADVERTSStandard AdsBest for brandingSponsored StoriesBest for likes of your pagePromoted PostsBest for content promotionExternal AdvertsBest for driving new web visitors
    15. 15. Twitter AdvertisingAvg CPC: £0.65 ($1)BUT £5,000 minimum spendSource: Hallme
    16. 16. TYPES OFTWITTER ADVERTSPromoted TweetsBest for driving new web visitorsPromoted AccountsBest for new followersPromoted TrendsBest for newsjacking / PR
    17. 17. Google AdWordsDisplay NetworkAvg CPC: £0.12 ($0.19)Avg CTR: 0.4%Avg Conversion Rate: 4.68%Sources: Periscopix, Search Engine Watch, Wordstream
    18. 18. WHY ADVERTISELIKE THIS?
    19. 19. WHEN YOU COULDADVERTISE LIKE THIS:
    20. 20. WHEN YOU COULDADVERTISE LIKE THIS:Source: Google
    21. 21. Google AdWordsSearch NetworkAvg CPC: £0.54 ($0.84)Avg CTR: 2.9%Avg Conversion Rate: 3.4%Source: Hochman Consultants
    22. 22. YOUR BRAND ISVULNERABLE
    23. 23. YouTube AdvertisingAvg CPC: £0.18 ($0.28*)* In-stream AdvertisingSource: Search Engine Journal
    24. 24. TYPES OFYOUTUBE ADVERTSDisplay AdsCheapest for brandingTrueView In-StreamBest for brand messagingTrueView In-SearchBest for content promotionHomepage RedzoneGreat if you have £150,000+ spare
    25. 25. PAID SEARCH FOR:CONTENT PROMOTION
    26. 26. OutbrainAvg CPC: £0.10 ($0.15)Avg CTR: 0.15% - 0.18%Source: OutBrain
    27. 27. WOULD YOU LIKE TOGET SEEN ON…
    28. 28. Zemanta£3.25 - £16.20 ($5 - $25) per linkAvg CPC: £0.04 ($0.06)Avg CTR: 6.4%Minimum £32.23 ($50) per daySource: SEOmoz / Zemanta
    29. 29. Source: Zemanta
    30. 30. StumbleUponPaid DiscoveryAvg CPC: £0.06 ($0.10)Source: StumbleUpon
    31. 31. Source: StumbleUpon
    32. 32. Source: StumbleUpon
    33. 33. PAID SEARCH FOR:LEAD GENERATION
    34. 34. Google AdWordsRemarketingAverage CPC: £0.40 ($0.62)Average CTR: 0.18%Source: Periscopix
    35. 35. MAKE IT PERSONAL
    36. 36. RETARGETED CUSTOMERS AREMORE LIKELY TO COMPLETE APURCHASESource: Criteo
    37. 37. LinkedInAvg CPC: £1.80 ($2.78)Avg CTR: 0.057%Source: The College Startup
    38. 38. SlideShareSilver PlanCosts: £19 / $19 a month
    39. 39. USE CRO TO CONVERTMORE VISITORSFREEWhitepaperkooz.ai/CRO-whitepaper
    40. 40. PAID SEARCH FOR:INCREASING SALES
    41. 41. Bing AdsAvg CPC: £0.69 ($1.07)Avg CTR: 2.5%Source: Hochman Consultants, Search Engine Land
    42. 42. Source: Search Engine Land
    43. 43. Source: Search Engine Land
    44. 44. Google AdWordsProduct Listing AdsAvg CPC: £0.20 ($0.31)Source: CPC Strategy
    45. 45. Source: CPC Strategy
    46. 46. Google AdWordsSearch NetworkAvg CPC: £0.54 ($0.84)Avg CTR: 2.9%Avg Conversion Rate: 3.4%Source: eMarketer
    47. 47. DON’T TRUSTBROAD MATCHTennis ShoesRed Tennis ShoesTennis ShoesFor MenFree TennisShoesRed Tennis ShoesFree Tennis ShoesRunning ShoesShoes For TennisRunning SneakersExact Match Phrase Match Broad Match
    48. 48. USENEGATIVE KEYWORDSTennisShoes,Shoes forTennis,Men’s TennisShoes,Red,Free,Running,Sneakers,Sneaker,PositiveKeywordsNegativeKeywords
    49. 49. LandingPageClickThroughRateAccountHistoryRelevancyFactorsAdRelevancyKeywordRelevancyQUALITY SCORE
    50. 50. ROTATE ADVERTSEVENLY
    51. 51. MORE TIPSkooz.ai/PPC-whitepaperFREEWhitepaper
    52. 52. If All Else Fails?Spy On The Competition!
    53. 53. SPY ON COMPETITORS
    54. 54. SPY ON COMPETITORS
    55. 55. THANK YOU FOR LISTENING@Koozai_Mikemike.essex@koozai.com0845 485 1262koozai.com
    56. 56. IMAGE SOURCES2 - © Randomskk http://www.flickr.com/photos/randomskk/859771287/3 - © bzyxx - Fotolia.com4 - http://online.wsj.com/article/SB10001424052702304192704577406 394017764460.html5 - http://www.autoevolution.com/news/general-motors-returns-to-facebook-after-embarrassing-split-57765.html6 - http://blogs.hbr.org/cs/2013/03/did_ebay_just_prove_that_paid.html7/8 - http://www.dealcafe.com/funnies/searchgame.html14 - © dimdimich - Fotolia.com40 - http://thenextweb.com/apps/2010/08/18/zemanta-now-available-for-wordpress-com-blogs-your-blog-content-just-got-infinitely-better/61 - http://www.cpcstrategy.com/blog/2013/02/google-shoppings-how-product-listing-ads-plas-stole-christmas/72 - http://commons.wikimedia.org/wiki/File:Pennies.jpg
    57. 57. REFERENCES11/12 - http://www.koozai.com/blog/pay-per-click-ppc/ppc-click-rate-study-how-click-rate-deteriorates-depending-on-ranking/21 - http://www.wordstream.com/articles/facebook-vs-google-display-network23 - http://www.hallme.com/blog/twitter-advertising-for-small-business-part-1-how-it-works/25/46 - http://www.periscopix.co.uk/blog/latest-2011-google-display-network-benchmarks/25 - http://www.searchenginewatch.com/article/2220372/How-Google-Rakes-In-Over-100-Million-in-Search-Advertising-Daily-Infographic25 - http://www.wordstream.com/articles/facebook-vs-google-display-network28 - http://www.google.com/adwords/watchthisspace/case-studies/airbnb/)29 - http://www.hochmanconsultants.com/articles/je-hochman-benchmark.shtml32 - http://www.searchenginejournal.com/youtube-channel-experiment/22322/35 - http://www.outbrain.com/help/amplify39 - http://www.seomoz.org/q/zemanta-pricing41 - http://www.zemantamedia.com/smedia/files/zemanta_sixestate_casestudy.pdf42 - https://www.stumbleupon.com/pd/index/about43/44 - http://www.stumbleupon.com/ads/blog/case-study-startup-launches-with-paid-discovery/
    58. 58. REFERENCES48 - http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf49 - http://www.thecollegestartup.com/linkedin-advertising/56 - http://www.hochmanconsultants.com/articles/je-hochman-benchmark.shtml56 - http://www.searchengineland.com/new-ppc-report-bing-ads-vs-adwords-in-6-us-verticals-15222957/58 - http://www.searchengineland.com/new-ppc-report-bing-ads-vs-adwords-in-6-us-verticals-15222959 - http://www.cpcstrategy.com/blog/2013/02/google-shopping-vs-amazon-product-ads/61 - http://www.cpcstrategy.com/blog/2013/02/google-shoppings-how-product-listing-ads-plas-stole-christmas/62 - http://www.emarketer.com/Article/Paid-Search-Clickthrough-Rates-Up-Year-Over-Year/100879165 - http://www.stormmarketing.com/blog/wp-content/uploads/2010/12/Google-Quality-Score-Diagram.jpg
    59. 59. THANK YOU FOR LISTENING@Koozai_Mikemike.essex@koozai.com0845 485 1262koozai.com
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