• Save
How to make the most from online advertising
Upcoming SlideShare
Loading in...5
×
 

How to make the most from online advertising

on

  • 3,054 views

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

Statistics

Views

Total Views
3,054
Views on SlideShare
2,610
Embed Views
444

Actions

Likes
5
Downloads
0
Comments
0

11 Embeds 444

http://smetechsummit.com 269
http://usionlineads.blogspot.com 135
http://www.slideshare.net 13
http://usionlineads.blogspot.in 11
http://www.usionlineads.blogspot.com 7
http://translate.googleusercontent.com 3
http://usionlineads.blogspot.ch 2
http://usionlineads.blogspot.de 1
http://usionlineads.blogspot.jp 1
http://usionlineads.blogspot.co.uk 1
http://www.usionlineads.blogspot.co.uk 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    How to make the most from online advertising How to make the most from online advertising Presentation Transcript

    • 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
    • Work out what success looks like
      • 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
    • Work out what success looks like
      10
    • Work out what success looks like
      11
    • Work out what success looks like
      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
    • Review your web presence
      • 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
    • 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
    • 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