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Search Advertising session from the E-Tourism Africa Summit by Clicks2Customers Johannesburg 2009

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  • 59,3% of Internet Spend is Search in the UK. Media fragmentation is a reality that is increasing daily USA 2008: 7 broadcast networks, 95 cable networks, 19149 magazines, numerous paper and radio as well as 110 million websites – the traditional a of push marketing is getting harder Search is the only channel to truly understand customer intent The user is telling you what he is looking for and will click on your ad if it is relevant And will interact with the site if the content matches the users need
  • Make it a travel search, travel out of Google.co.uk and show maps – show how paid search is taking over. Highlight Universal Search. Inbound traffic – USA, UK and Western Europe. biggest markets to South Africa – use search to research products, make choices of who they want to transact with. Natural Search will be leading players expedia, opodo etc – you are found in paid for search. Use Jonathan’s stats.
  • Relevant Keywords: Accurately reflect products/services being offered Match what your audience is looking for by using exact match. Travel campaigns have large keyword sets based upon variables within travel like ‘luxury’, ‘self-catering’, ‘allows pets’ – these are all different keywords; require different adtext and need different landing pages as they are all different products.
  • Match keywords to search queries to enable targeted ad text that mentions the search term and sends the user to a specific destination page.
  • Keyword: Don’t accurately reflect products/services being searched for. Don’t match what is being searched for because the adtext is triggered by an expanded broad matched keyword. Does not target the Cape Town visitor, and is too general a keyword. Adcopy doesn’t mention: Cape Town Any special deals Any specifics about the Guest Houses.
  • Landing page doesn’t mean anything about: Cape Town Any special deals Any specifics about Guest Houses...in fact they are a hotels site!
  • Broad Reach the widest audience More expensive and lower quality than the exact
  • Exact The highest relevancy Save Money: Exact Match types are the cheapest way to match your ads to consumer searches The most precise method for matching keywords to ads and to landing pages. Therefore: Best Quality score as you know the user intent therefore you can include keywords in your adcopy and ensure best available landing page to increase conversions.
  • Clicks2 Customers

    1. 1. Understanding Paid Search: The Essential Guide
    2. 2. Clicks2Customers - Specialist Provider <ul><li>Industry leader in Paid Search Marketing </li></ul><ul><li>Founded in 2003 by Vinny Lingham. </li></ul><ul><li>Shareholders include Oppenheimers; Shuttleworth </li></ul><ul><li>Headquartered in Cape Town with 46 staff. </li></ul><ul><li>Clicks2Customers Awards: </li></ul><ul><li>Clicks2Customers has been acknowledged as a leader in its field: </li></ul><ul><li>Business Day Technology Top 100 - Minister’s Award for Overall Excellence </li></ul><ul><li>CJ Horizon Award for Global Vision (Previous winner - eBay) </li></ul><ul><li>Graeme Lipschitz – Head of Gauteng Region </li></ul><ul><li>2006: Joined Google UK in the Travel Vertical. </li></ul><ul><li>Established as lead account strategist on clients including: TUI, Expedia, Lastminute.com and First Choice (Top 5 Spenders: up from $20m/quarter) </li></ul><ul><li>2008: Joined Google South Africa. </li></ul>
    3. 3. Where Are We Today…and Where Are We Going? 1995 2009 2050 ? $ Driven by Search! Digital Media Non-Digital Media Today
    4. 4. How to win <ul><li>Give the users what they want and the rest will follow </li></ul>Confidential - All rights reserved © Clicks2Customers 2008 OR (Exactly) Match user intent to your product and Return On Investment will follow .
    5. 5. How Search Works 1 2
    6. 6. Take the user on a journey to your site Google search for ‘ guest houses in cape Town’ Relevant adcopy Links to relevant content page
    7. 7. Advertising for users, not to users CPC – Cost per Click CTR – The ratio of the number of times an ad is clicked divided by the number of times an ad is viewed (Impressions) Max Bid AdWords is based on an auction designed to reward relevance
    8. 8. How do I create an effective AdWords campaign? Targeted Ad Higher Clickthrough Rates More Qualified Leads Better Conversions Good User Experience Relevance is the key to a successful AdWords campaign
    9. 9. Targeted Ad *(1) leads to Good User Experience*(2)
    10. 10. Good User Experience: Landing Page Quality Confidential - All rights reserved © Clicks2Customers 2008
    11. 11. Let’s look at how it is done poorly… Confidential - All rights reserved © Clicks2Customers 2008 Irrelevant Keyword ‘Guest Houses’ is broad matching to the search term ‘guest houses in Cape Town’ Poor Adcopy!
    12. 12. A poor landing page... Confidential - All rights reserved © Clicks2Customers 2008
    13. 13. <ul><li>The Quest for User Intent lies in Keywords </li></ul>Confidential - All rights reserved © Clicks2Customers 2008
    14. 14. broad broad Hotels California Hotels California Cheap Hotels California Luxury Hotels California Hotels California Eagles Hotles California
    15. 15. When keywords go wrong… Confidential - All rights reserved © Clicks2Customers 2009 Examples of keywords matched to &quot;wildlife” on broad match [wield animals with sex photoes] [wild animals free video] [wild life sex movies] [wild animals sex vidios] [xxx wild life] [world wild sex] [ wild animals sexx] [sex in wild life with photos] [women and animals sex] [wild animals fucking] [human wild life] [wild animals sex] [wild animals girls sex] [fucking of wild animals] [wild animals sex videos]
    16. 16. exact [ exact ] [ Cheap Hotels New York ] Cheap Hotels New York
    17. 17. Size of Paid Search Campaigns - No. of Keywords Confidential - All rights reserved © Clicks2Customers 2008 Survey of 200 Paid Search Marketers - Advertising Age - Search Fact Pack Clicks2Customers biggest campaigns: Total active keywords = 1 000 000 + The vast majority of advertisers are running inefficient campaigns and failing to fulfill ROI potential
    18. 18. Get Insight into Keyword Performance Campaign Account Ad Group Keywords : Holiday, Holidays, [Holiday], [Holidays] Ad Text 2 keywords in ad group, both on Broad and Exact match … … c.60,000 expansions from the Broad match keywords! 64% of spend came from clicks on expanded match This leading travel client ran a Search Query Performance Report for their campaign: This report helped to identify specific queries that had triggered ad text These could then be added as keywords to the ad groups, or filtered out as negatives Why
    19. 19. Optimization is the Key Current Google: UK, USA and Aus, Ireland, Europe, SE Asia Clicks2Customers Jan – March 2009 Number of Keywords 50 000+ Ave Cost per Click 4.20 Inbound Tour Operator – Global Campaign Previous non C2C Campaign Jan to July 2008 Number of Keywords Less than 1000 keywords Ave Cost per Click Approximately R26 Google only: UK, USA and ROW Initial C2C Launch Sept to Dec 2008 Number of Keywords Approximately 5 500 Ave Cost per Click Approximately R10 Grow Keyword base: Exact match over 70% Clicks2Customers Jan – March 2009 Number of Keywords 32 721 Ave Cost per Click R6.11
    20. 20. Elements of Effective Paid Search Campaigns SPECIALISTS who invest time in campaign management; Conducting in-depth research into seasonality, products, landing pages, search terms, competitors; Bidding on 10 000 - 500 000 exact matched keywords per campaign that undergo ongoing bid optimization to maximize ROI using Proprietary in-house algorithmic bid optimization tools. = Profitable Ad Campaign Confidential - All rights reserved © Clicks2Customers 2009

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