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How to make the most from online advertising <br />Detailed insights into how to get results<br />SME Technology Summit 20...
Agenda<br /><ul><li>Introduction
How to make the most from online advertising</li></ul>The internet has changed the way consumers search for your business<...
What does ReachLocal do?</li></ul>2<br />
The internet has changed the way consumers <br />search for your business<br />Search is the #1 resource used by consumers...
Who’s searching for your services?<br />4<br />Source: Google Aust. 2009 (1)  Neilsen/NetRatings 2005-2006 (2)<br />
Understand the purchasing funnel<br />Display<br />Search<br />5<br />
Where consumers find you online<br />6<br />
Organic vs. sponsored results<br />Search Engine Optimisation<br />Search Engine Advertising<br />7<br />
Get your business ready <br /><ul><li>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</li></ul>8<br />
Work out what success looks like<br /><ul><li>What are you trying to achieve?
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How to make the most from online advertising

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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

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Transcript of "How to make the most from online advertising"

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

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