PPC Marketing Process

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PPC Marketing Process PDF

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PPC Marketing Process

  1. 1. PPC Marketing ProcessManaging your pay per click business performance requires these activities: Strategy and planning to drive clicks, conversion and lead generation: Keyword or market segment selection Proper ad copy Presentation of value proposition for targeted markets Best costumer acquisition or contact practices Monitoring and reporting on progress of campaign1. Achieving Business ObjectivesWhy are you initiating this type of advertising program? Is it clear what your objectives are,how to achieve those business objectives and what success looks like? Clarity on thesequestions will help to limit risk and ensure the chances of achieving business success.Determining Business Objectives for Pay per click search engine advertisingSearch engine advertising or more specifically pay-per click (PPC) advertising can drivetargeted traffic to your web site on through a pay-for performance model. Pay per clicksearch engine advertising can fulfill three major objectives:1. Driving targeted visitors to your web sitea. Defined campaigns – The ability to purchase traffic and translate that intoleads with little start-up costs makes PPC search engines the perfect meansto use on short run campaigns. Other benefits include:• the ability to turn the traffic off once a particular campaign is finished,• calculating return-on-investment through defined reportingmechanisms• generating traffic without substantial web site modification, if anyb. Potential market trials – If you are unsure about some potential marketsegments and want to investigate the ability to generate leads out of thatmarket at low cost then pay per click advertising may be a good webmarketing initiative to experiment with. Remember, that you are targeting aparticular keyword or market segment, but you can also target within themarket segment by tailoring your ad (title and description)… it’s advertisingafter all. Summary benefits include:• Low cost targeted advertising trial• Many customer targeting options• Ability to decide term and cost of advertisingc. Visitor Gap or Supplementary traffic generation - Your web site attracts adefined visitor demographic or profile and is based on the content you havein your web site. Your visitor demographic may or may not be meeting yourcurrent web or business objectives. Pay per click may provide a means offulfilling those objectives by providing the means of attracting a differentdemographic or visitor.d. Stop Gap Traffic Generation – You have committed to a natural web
  2. 2. positioning initiative, however implementation and search engine registrationare months away from completion. To many companies, this waiting period isunacceptable for business development. Pay per click advertising mayprovide a stop gap means for traffic generation in the interim.2. Market research for customer conversionPay per click is a cost effective means of limiting risk through evaluation marketsegment conversion (simply, it is a means of determining how significant extraneousor new markets are for your organization).The business success equation:Business Success = Market Demand x Market Conversion – CompetitionTo achieve business success we must know market demand. Information on marketdemand can be gathered from various online sources including our own proprietarydatabase of search engine searches. These databases constitute the businessintelligence of consumer behavior and can be used to gauge Market Demand.However, it is not enough to be armed with Market Demand information, since aneducated guess about how to distribute marketing budgets across each marketsegment must still be made.Market conversion data can be derived from pay per click search engineadvertising. Of course, proper management of the search engine advertisingcampaign must be done to achieve a maximum # of impressions to normalizeacross each market segment category. Furthermore, conversion parameters shouldbe defined to determine the criteria for campaign successLastly, a competitive analysis will help to gauge the relative difficulty of penetrating aparticular market segment.3. BrandingBesides lead generation, an added benefit to pay per click (PPC) is branding. Sincethe premise of PPC advertising initiatives is to pay for the visitor conversion, theimpressions are therefore a freebie. With every impression your brand realizes thebenefit of brand impression. For example, you can position your company withlarger well known brands and even though you don’t get a click, your brand will stillbe noticed – brand impression. If you get a click then you benefit from brandassociation to the product or service that was being searched for (ie. A searchengine visitor searches for car and clicks on the Ford web site, therefore, Ford =car; a complete brand association).
  3. 3. 2. Choosing the Right Keywords (Market segmentation)Should I use “market segmentation” or “market segmentation software”…. “fashion” or“leather jacket” … “furniture” or “chaise lounge chair” … “marketing service” or “marketingservices”? Once your business objectives are defined, choosing the right keywords will setthe foundation for the search engine advertising program. It’s all about marketsegmentation. Market segmentation is the selection of groups of people who will be mostreceptive to a product and be most likely to purchase or inquire about your offering.Pay per Click Keyword Selection (Market Segmentation)One of the keys to successful pay per click marketing begins with the keywords you use.Starting with our Keyword Market Research, identify the right keywords which resonatewith your target markets.Not only is this a matter of choosing the right keywords, but it is critical that youunderstand market segmentation and appropriately target the keywords. There is a finebalance to be established between developing a PPC campaign that is too broad and toonarrowly focused: Too broad: You’ll pay for lots of clicks with very little conversion of visitors tocustomers – little or no ROI Too narrow: You’ll miss potential customers and convertible visitors. You won’t paymuch, but you’ll risk being dropped (i.e. Google AdWords).Internet users are becoming more experienced at searching and now tend to use longer,more specific search strings. You can use this to your advantage as well because the morespecific the string, the lower the bid price is likely to be. This will also reduce yourexpenses for clicks and result in a higher qualified visitor, increasing your conversionchances.Understand the similarities and differences in the way different pay-per-click searchengines qualify and establish keyword placements and rankings. Ideally a good PPCprogram takes advantage of several providers (i.e. Google and Overture) to maximizeuser/visitor conversion, playing the strengths and weaknesses of each against each other.This results in maximum ROI for your campaign.
  4. 4. 3. Customer Sales Cycle ConversionNow that you have a potential customer’s attention and have brought that individual intoyour sphere of influence, can you now turn that person into a paying customer?Remember any visitor driven from a pay per click advertising campaign is no longer ananonymous visitor. This visitor now has a profile, having searched for a particular productor service based on an associated keyword, clicked on a compelling ad or proposition andnow is in your web site. Are you providing the proper value propositions based on theircustomer profile to generate a lead? Is your web site contextualized to every customersegment that you are targeting?Sales Cycle Conversion or Lead GenerationGetting a search engine user to click on your pay per click link is just the start of the battleto gain a customer. As the saying goes, “That and 50 cents will buy you a cup of coffee.”You have just paid for a targeted search engine referral to your web site. Will you be ableto maintain their interest and finally convert the visitor into a customer? Does your website address their specific needs? How much investment does that visitor have to make inyour web site before finding the information they are looking for?First, where does that click take them? Does it go to your home page or does it take themto product information or does it take them to an inquiry or form page to captureinformation for a call back, or a page supported by an analytics program that can trackvisitor data or start visitor interaction? Most web sites are built to address the generalneeds of their customers or potential customers. However, web personalization can serveto increase the conversion rate of web visitors by decreasing their time investment ofsearching for the information they need, and by emulating that 1-1 relationship required toinfluence their buying decision.There are numerous online selling systems that help to identify the anonymous web visitorand help to personalize any page that a visitor may land on. These customer relationshipmanagement systems work on business rules and general customer behavior patterning,but can be costly. An alternative solution, at least for search engine advertising, where youcan control where you drive visitor traffic is to create landing or ghost pages. Landingpages can be tailored to contain your value proposition, additional information and linkspertaining to the search engine ad they originated from and various ways that a visitor cancontact your company. A pay-per-click interaction should be so powerful that the visitor andthat page are the only two things that matter at the moment of the click.
  5. 5. 4. PPC Campaign ManagementCampaign management is an ongoing process that is dependant on competition and onthe pay per click process itself, which is based on a bidding system. Bids can fluctuate ona minute, hourly or daily interval and therefore the position or visibility of your advertising.It is important to manage and optimize against these fluctuations to maintain a solidcampaign plan.Pay per click campaigns are not something you can simply set up and forget until yourbudget runs out.A PPC campaign is conducted in a highly competitive auction environment. Remember thereason you’re here – you know certain keywords are valuable and you want to be amongthe first choices for users. You’re not alone and you can pretty well be assured thatwhatever you’re willing to pay for a click, someone will be willing to pay more.Each day there are competitors appearing in the auction and others packing it in. Wherethe bid price you set might have been too low yesterday, it might be too high tomorrowdepending on the competition.Daily management and sometimes even constant management may be required to ensurethat you are able to achieve a Top Three listing placement and to manage your bids. Oneway this can be done is bid price monitoring.For example, your two main competitors are already running pay-per-click campaigns forthe same keywords you want. Competitor One is willing to pay 75 cents for the first listingposition and Competitor Two is willing to pay 45 cents which gives him second position.With proper monitoring, you can identify the opportunity to slip into second place, paying aslight premium over Competitor Two, but without having to spend as much as CompetitorOne to achieve virtually the same visibility. Maintaining this position requires ongoingmonitoring and the agility to respond to changes in your competitors’ tactics.Pay per click (PPC) ComparisonsYou have determined you want a pay per click or cost-per-click campaign; you havedetermined how much of your marketing budget to devote to it; and you have an idea ofthe keywords you want to use and know the target user/visitor you are trying to reach.Where to go depends on many things including the process, reach and target searchengines. To get an idea of some considerations, here’s a look at the three top dogs –Google AdWords, Overture Pay-for-Performance and LookSmart:
  6. 6. 5. PPC ReportingTracking your PPC click-through rate and conversion rates are required for measuring theefficacy of your PPC marketing initiatives. This will also help to determine the return oninvestment of the marketing campaign and whether to maintain, augment or cancel theinitiative. Furthermore, as an added value, the information gathered can help to determinethe relative value of customer conversion for each market segment for the purpose ofnatural positioning.Knowing how your pay-per-click campaign is performing is crucial not only to its successbut to your entire marketing strategy.Over time, we’ll determine your conversion rate – visitor/lead/customer – of your programand make the appropriate modifications to maintain or increase the conversion rate.We can also compare your lead generation and click-through data to modify natural/freesearch engine positioning submissions to increase your overall search engine optimizationefforts.Furthermore, the data gathered on the pay-per-click campaign can be used to improve thesuccess of traditional marketing programs to make sure they resonate with potentialcustomers (i.e. mail campaigns, advertising, in-store displays, etc.Contributor: www.piyush.infoGoogle AdWordsSpeed& Ease of Set-UpStart-UpCost $5& then youre billed monthly after the clickshave been delivered.Type of ListingClickCostPartners AOL(USA) & Sympatico.ca. You can opt-out of appearingon the sponsor pages.Accept Affiliate Links? Yes, but you must identify yourself asan affiliate in your ad.EasytoChange Details?All automated online. Changesare in effect within minutesInstant. You set up your account online and within minutes, your ad appearsinthe search results.You appear asaSponsor listingon the right-hand side of search results. Yourad isranked based on the price you bid & your click through rate (CTR- thenumber of timesyour ad isclicked divided by the number of timesyour ad isshown).You specify amaximum bid for each keyword and you are never charged morethan apenny more than the next bidder.

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