How to make the most from online advertising

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

Agenda
Introduction
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?
What does ReachLocal do?
2

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

Who’s searching for your services?
4
Source: Google Aust. 2009 (1) Neilsen/NetRatings 2005-2006 (2)

Understand the purchasing funnel
Display
Search
5

Where consumers find you online
6

Organic vs. sponsored results
Search Engine Optimisation
Search Engine Advertising
7

Get your business ready
Are you ready and able to handle increased demand from prospective customers?
Who’s going to respond to the sales enquiries; online, email, phone calls
Do you have an answering machine?
Can your processes and infrastructure scale?
How will you fulfill the additional orders?
How will you handle overflow?
Systems
Staff
When do people shop online?
Welcome to 24/7
It’s a good idea to prepare before you start doing Search Engine Advertising
Case Study: Auto Lift Garage Doors
8

What are you trying to achieve?
Branding and awareness
Reduce marketing costs
Increase sales
Are you trying to generate qualified enquiries?
How many leads do you want?
What does a good enquiry look like?
How many can you handle?
What’s a lead worth to you?
Are you trying to focus on a particular product or service?
Do you want to focus on a specific high margin line?
Is there anything suppliers in your industry may normally provide that you don’t want to sell?
What is a good return on your marketing investment?
How do you track and measure it?
Case Study: Coral Reef Pools
9

10

11

12
Source: Bancorp – Piper Jaffray 2007

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

Do you have an existing website, offer page, coupon page?
What sort of property do you need to do Search Engine Advertising?
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

"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

Get on the right publishers
9.1 Million Australian adults use the internet every day.
87% access search sites, and of those
79% research the purchase of products and services
42% are seeking a local business to buy something offline
16

Make sure your budgets add up
What can you afford to spend per lead?
Set your budget dependent upon the size of your business and marketing needs
What are you currently paying per lead?
Do you track it?
How much can you afford to pay?
How do you calculate ROI
Spend on PPC / No. of qualified Leads = Cost per Lead (CPL)
CPL / Conversion rate = Cost per Acquisition (CPA)
CPA < Available margin on a sale
What about lifetime customer value?
Use the available online budgeting tools
Google AdWords Tools
Yahoo Search Marketing Tools
Case Study: Balmain Rentals
17

Choose appropriate keywords
Use the available online tools
Google AdWords Keyword Tool
Yahoo Search Marketing Keyword Assistant
Think like a searcher
Broad match terms, but
Expensive terms can burn budgets
Geo-Concatenation
Use doing words
Negative keywords
Send searchers to the correct landing page
Long tail
It’s an iterative process
Monitor performance and manage your list
Understand the value of each keyword in your bid management strategy
Case Study: Dentists & Cosmetic Surgeons
18

Write a great text ad
Ad Text Optimisation
Writing clear & concise ads that will attract a user to your ad over competing ads
Use your text ad as a filter
General tips to remember when creating your ad text
Do
Focus on who, what, where and why
Highlight offers and benefits
Use dynamic text to insert searched keywords
Use strong performing keywords in the ad title
Incorporate the geographic area you service
Explain your service
Don’t
Include company name in ad title (Nb. ok when using dynamic text ads)
Use superlatives
Include offers not listed on website
Use gimmicky language e.g. free, free, free
Case Study: Mobile Computer Services
19

Test, measure, learn, improve
What gets measured gets done…and can be improved
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

Can someone do it for me?
Talk to an authorised reseller or certified ambassador
Accredited by the Publishers to set up and manage your PPC campaign for you
You can focus on running your business…
21

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

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How to make the most from online advertising

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How to make the most from online advertising — Presentation Transcript