Guidelines for Smart Search engine Marketing Shushant Jha PPC Expert, OMLogic Consulting

Guidelines for Smart Search engine Marketing

Shushant Jha

PPC Expert, OMLogic Consulting

What is Pay-Per-Click According to MarketingTerms.com.. “ Pay-Per-Click is an online advertising payment model in which payment is based solely on qualifying click-throughs.”

How Does it Work? Bid on relevant keywords Advertising engine displays your text ad on their results page or network of web sites You only pay when people click

Bid on relevant keywords

Advertising engine displays your text ad on their results page or network of web sites

You only pay when people click

Why Pay Per Click? Get instant visibility Cost to enter is small Track ROI

Get instant visibility

Cost to enter is small

Track ROI

Major Players Google Yahoo MSN Miva (Earlier Findwhat + Espotting) goClick Search 123 Search feeds Tier II Players

Google

Yahoo

MSN

Miva (Earlier Findwhat + Espotting)

goClick

Search 123

Search feeds

Getting Started Plan Research Setup Execute Track Results

Plan

Research

Setup

Execute

Track Results

Elements of Good Ads Attention Promise of Benefit Credibility Persuasiveness Interest Desire Action

Attention

Promise of Benefit

Credibility

Persuasiveness

Interest

Desire

Action

What Will Make You Stand Out? Do you have the lowest price? Do you have the best variety? Do you have high-quality products? What makes you credible? How do you meet the needs of the potential buyer?

Do you have the lowest price?

Do you have the best variety?

Do you have high-quality products?

What makes you credible?

How do you meet the needs of the potential buyer?

More Ad Tips Create a Sense of Urgency "limited-time offer“ "available for overnight shipping." If you have space, add creditability 30 day money back guarantee 5 star rated vendor

Create a Sense of Urgency

"limited-time offer“

"available for overnight shipping."

If you have space, add creditability

30 day money back guarantee

5 star rated vendor

Landing Page You just spent $$ to bring someone to your web site, now what? Don’t waste it on your home page Build specific landing pages that match the expectation your ad generated Call to action – highlight your conversion - Buy - Download - Register

You just spent $$ to bring someone to your web site, now what?

Don’t waste it on your home page

Build specific landing pages that match the expectation your ad generated

Call to action – highlight your conversion

- Buy

- Download

- Register

Landing Page Cont.. Call to action Copy Navigation – Limit, can distract Merchandising Local, Geography, Season Micro-site Self contained site just for the offer

Call to action

Copy

Navigation – Limit, can distract

Merchandising

Local, Geography, Season

Micro-site

Self contained site just for the offer

Do your landing pages convert? A/B Test Multivariate Testing - Offermatica Track visitors from Ad to Landing Landing to Next Step and beyond Google Conversion Tracking Use a Good Metrics Program Like Webtrends, Click Tracks, Net Tracker Urchin (Recently purchased by Google)

A/B Test

Multivariate Testing - Offermatica

Track visitors from Ad to Landing

Landing to Next Step and beyond

Google Conversion Tracking

Use a Good Metrics Program Like

Webtrends, Click Tracks, Net Tracker

Urchin (Recently purchased by Google)

Conclusion PPC Advertising is a very effective way generate traffic and sales Takes effort, planning, testing and constant monitoring

PPC Advertising is a very effective way generate traffic and sales

Takes effort, planning, testing and constant monitoring

Thank You