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Pay Per Click

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Shushant Jha, a PPC expert is discussing about why and How an effective Pay per click advertising can be executed for Better ROI

Shushant Jha, a PPC expert is discussing about why and How an effective Pay per click advertising can be executed for Better ROI

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Transcript

  • 1.
    • Guidelines for Smart Search engine Marketing
    • Shushant Jha
    • PPC Expert, OMLogic Consulting
  • 2. 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.”
  • 3. 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
  • 4. Why Pay Per Click?
    • Get instant visibility
    • Cost to enter is small
    • Track ROI
  • 5. Major Players
    • Google
    • Yahoo
    • MSN
    • Miva (Earlier Findwhat + Espotting)
    • goClick
    • Search 123
    • Search feeds
    Tier II Players
  • 6. Getting Started
    • Plan
    • Research
    • Setup
    • Execute
    • Track Results
  • 7. Elements of Good Ads
    • Attention
    • Promise of Benefit
    • Credibility
    • Persuasiveness
    • Interest
    • Desire
    • Action
  • 8. 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?
  • 9. 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
  • 10. 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
  • 11. Landing Page Cont..
    • Call to action
    • Copy
    • Navigation – Limit, can distract
    • Merchandising
      • Local, Geography, Season
    • Micro-site
      • Self contained site just for the offer
  • 12. 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)
  • 13. Conclusion
    • PPC Advertising is a very effective way generate traffic and sales
    • Takes effort, planning, testing and constant monitoring
  • 14. Thank You

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