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ReachLocal Australia CEO Steve Power's presentation on making the most from online advertising for the SME Tech Summit, Sydney, 1 December 2009

ReachLocal Australia CEO Steve Power's presentation on making the most from online advertising for the SME Tech Summit, Sydney, 1 December 2009

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How to make the most from online advertising Presentation Transcript

  • 1. How to make the most from online advertising
    Detailed insights into how to get results
    SME Technology Summit 2009
    Steven R. Power
    Chief Executive Officer
    Tuesday 1st December 2009
    1
  • 2. Agenda
    • Introduction
    • 3. How to make the most from online advertising
    The internet has changed the way consumers search for your business
    Who’s searching for your services?
    Understand the purchasing funnel
    Know how consumers are trying to find you
    Get your business ready
    Work out what success looks like
    Define your target audience
    Review your web presence
    Get on the right publishers
    Make sure your budgets ad up
    Choose appropriate keywords
    Write a great text ad
    Test, measure, learn, improve
    • Can someone help me?
    • 4. What does ReachLocal do?
    2
  • 5. The internet has changed the way consumers
    search for your business
    Search is the #1 resource used by consumers looking for a local business
    Over 80% of local searchers follow up offline via a phone call or in-store visit
    Over 200,000,000 people searching online
    Search is the #1 resource used by consumers looking for a local business
    Over 80% of local searchers follow up offline via a phone call or a physical visit
    Over 10,000,000 people searching online
    3
    Source: Pew Internet & American Life Project, comScore
  • 6. Who’s searching for your services?
    4
    Source: Google Aust. 2009 (1) Neilsen/NetRatings 2005-2006 (2)
  • 7. Understand the purchasing funnel
    Display
    Search
    5
  • 8. Where consumers find you online
    6
  • 9. Organic vs. sponsored results
    Search Engine Optimisation
    Search Engine Advertising
    7
  • 10. Get your business ready
    • Are you ready and able to handle increased demand from prospective customers?
    • 11. Who’s going to respond to the sales enquiries; online, email, phone calls
    • 12. Do you have an answering machine?
    • 13. Can your processes and infrastructure scale?
    • 14. How will you fulfill the additional orders?
    • 15. How will you handle overflow?
    • 16. Systems
    • 17. Staff
    • 18. When do people shop online?
    • 19. Welcome to 24/7
    • 20. It’s a good idea to prepare before you start doing Search Engine Advertising
    • 21. Case Study: Auto Lift Garage Doors
    8
  • 22. Work out what success looks like
    • What are you trying to achieve?
    • 23. Branding and awareness
    • 24. Reduce marketing costs
    • 25. Increase sales
    • 26. Are you trying to generate qualified enquiries?
    • 27. How many leads do you want?
    • 28. What does a good enquiry look like?
    • 29. How many can you handle?
    • 30. What’s a lead worth to you?
    • 31. Are you trying to focus on a particular product or service?
    • 32. Do you want to focus on a specific high margin line?
    • 33. Is there anything suppliers in your industry may normally provide that you don’t want to sell?
    • 34. What is a good return on your marketing investment?
    • 35. How do you track and measure it?
    • 36. Case Study: Coral Reef Pools
    9
  • 37. Work out what success looks like
    10
  • 38. Work out what success looks like
    11
  • 39. Work out what success looks like
    12
    Source: Bancorp – Piper Jaffray 2007
  • 40. Define your target audience
    How far are customers willing to drive?
    How wide is your service area?
    Where is your target audience?
    How many locations do you have and where are they?
    What types of advertising do you use now?
    What is your average transaction value?
    How much
    business
    can you support?
    13
  • 41. Review your web presence
    • Do you have an existing website, offer page, coupon page?
    • 42. What sort of property do you need to do Search Engine Advertising?
    • 43. Case Study: BMW Precision Automotive
    Geographic Coverage
    Webpresence
    Contact & Key Information
    Easy Navigation
    Product or Service
    Key Images
    Do you have a website? Does it reflect your business today?
    Is it an information site or a sales site?
    What is the geographic service area that you want to cover? Do you have local market credibility?
    Is clear and easy to contact your business?
    Is it on every page?
    Does your copy have a call to action?
    Is your website visually appealing, does it encourage potential buyers?
    Is it easy to find key information and use the features on your website?
    What are you trying to sell? Do you want to focus on a specific high margin line?
    Will separate landing pages be more effective?
    14
  • 44. Review your web presence
    "Once searchers arrive on your landing pages, you have 13.2 seconds to convince visitors that they are on the right site." 
    Gordon Hotchkiss
    CEO Enquiro Search Solutions, Inc.
    “With every click your customer has to take to find what they’re looking for, you risk losing 30% of your sales.”M. Locke
    President Range Online Media
    15
  • 45. Get on the right publishers
    • 9.1 Million Australian adults use the internet every day.
    • 46. 87% access search sites, and of those
    • 47. 79% research the purchase of products and services
    • 48. 42% are seeking a local business to buy something offline
    16
  • 49. Make sure your budgets add up
    • What can you afford to spend per lead?
    • 50. Set your budget dependent upon the size of your business and marketing needs
    • 51. What are you currently paying per lead?
    • 52. Do you track it?
    • 53. How much can you afford to pay?
    • 54. How do you calculate ROI
    • 55. Spend on PPC / No. of qualified Leads = Cost per Lead (CPL)
    • 56. CPL / Conversion rate = Cost per Acquisition (CPA)
    • 57. CPA < Available margin on a sale
    • 58. What about lifetime customer value?
    • 59. Use the available online budgeting tools
    • 60. Google AdWords Tools
    • 61. Yahoo Search Marketing Tools
    • 62. Case Study: Balmain Rentals
    17
  • 63. Choose appropriate keywords
    • Use the available online tools
    • 64. Google AdWords Keyword Tool
    • 65. Yahoo Search Marketing Keyword Assistant
    • 66. Think like a searcher
    • 67. Broad match terms, but
    • 68. Expensive terms can burn budgets
    • 69. Geo-Concatenation
    • 70. Use doing words
    • 71. Negative keywords
    • 72. Send searchers to the correct landing page
    • 73. Long tail
    • 74. It’s an iterative process
    • 75. Monitor performance and manage your list
    • 76. Understand the value of each keyword in your bid management strategy
    • 77. Case Study: Dentists & Cosmetic Surgeons
    18
  • 78. Write a great text ad
    • Ad Text Optimisation
    • 79. Writing clear & concise ads that will attract a user to your ad over competing ads
    • 80. Use your text ad as a filter
    • 81. General tips to remember when creating your ad text
    • 82. Do
    • 83. Focus on who, what, where and why
    • 84. Highlight offers and benefits
    • 85. Use dynamic text to insert searched keywords
    • 86. Use strong performing keywords in the ad title
    • 87. Incorporate the geographic area you service
    • 88. Explain your service
    • 89. Don’t
    • 90. Include company name in ad title (Nb. ok when using dynamic text ads)
    • 91. Use superlatives
    • 92. Include offers not listed on website
    • 93. Use gimmicky language e.g. free, free, free
    • 94. Case Study: Mobile Computer Services
    19
  • 95. Test, measure, learn, improve
    • What gets measured gets done…and can be improved
    • 96. Track your online advertising performance and calculate ROI
    Impressions
    Positioning
    Click through
    Visits
    Conversions
    Sales
    ROI
    Regularly review outcomes and incorporate learning’s
    Is your ad being seen by the right people at the right time?
    Are you prominently positioned? Position #1 is not always the best
    How well is your ad performing? Aim for 2.5%+ click through rate
    What’s happening when people visit your site? Are they staying?
    What are your conversion rates? Click to event; enquiry, booking, quote, phone call, email, sale
    Are you tracking the number and value of sales from your campaign?
    Is the campaign paying for itself? Is it worth increasing your budget?
    20
  • 97. Can someone do it for me?
    • Talk to an authorised reseller or certified ambassador
    • 98. Accredited by the Publishers to set up and manage your PPC campaign for you
    • 99. You can focus on running your business…
    21
  • 100. What does ReachLocal do?
    ConsumerSearches Online…
    Clicks Through to Your Site…
    Sees Your Offer & Contacts You
    Purchases Offline.
    Sees Your Ad…
    Our experts handle all the complex campaign details and optimise daily for best performance.
    ReachSearch reaches over 97%* of where consumers search online.
    Our technology tracks all consumer actions as they click through to your site to see where they go and what they do.
    Our detailed reports show the actions consumers make from your site, including phone calls, web forms, email, and more.
    ReachSearch
    provides a proven return on investment with lower cost-per-acquisition than traditional advertising.
    22
    *Source: Hitwise