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Presentation by Clicks2Customers at the E-Tourism East Africa Conference 2010 in Nairobi

Presentation by Clicks2Customers at the E-Tourism East Africa Conference 2010 in Nairobi

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Clicks2 Customers Clicks2 Customers Presentation Transcript

  • united states united kingdom south africa australia san diego | london | cape town | sydney
  • www.clicks2customers.com • Based in Cape Town, South Africa, with offices in USA,UK & Australia. • Specialist PPC agency with over 50 clients mainly in Retail & Travel.
  • Where are we today… and where are we going? Today $ Digital Media Non-Digital Media 1995 2010 2050?
  • How to win Yes, there is a difference between SEM and SEO
  • SEO {natural Search results}
  • Pay Per Click {sponsored links}
  • How to win Users search for anything
  • How to win And everything!
  • How to win
  • Targeted Ad *(1) leads to Good The moment of relevancy. User Experience*(2)
  • Good...leads Experience: Landing User to a conversion. Page Quality
  • How to win “Give the users what they want, and the rest will follow.” -Sergey Brin & Larry Page
  • How to win Search is the only channel to truly understand user intent
  • How to win AdWords rewards relevance
  • QUALITY score
  • Quality Score is 66% CTRCLICK THROUGH RATE VS
  • How to win CTR is affected by: • Keywords; • Adverts and • Landing Pages
  • Targeted Ad *(1) leads to Good Users click on ads when… User Experience*(2)
  • Good convertExperience: Landing And they User on relevant landing pages. Page Quality
  • How to win Broad match keywords match your ads to ‘similar’ queries
  • Hotels in California Cheap Hotels California Hotel California Luxury Hotels California Hotel California Lyrics Hotels California Eagles
  • How to win When keywords go horribly wrong...
  • Sex with Animals Bestiality Safari Wild Animals Sex Videos Sex Safari
  • How to win Negative Keywords give control.
  • POT Marijuana (On Broad Match) (On Negative Match)
  • How to win Rather use many exact match keywords.
  • 4 star hotel in New York 4 star hotel in New York
  • How to win It is a quest to exactly match the user’s query.
  • Broad Match Price E E E E E Relevancy
  • Good keywords match what the user is looking for and accurately reflect your business
  • How to win Users drink WISCAY
  • Good User Experience: Landing Page Quality What Is So Cool About You?
  • How to win Match keywords to ad text
  • Targeted Ad *(1) leads to Good User Experience*(2)
  • How to win The more targeted your ad text the higher your CTR
  • Normal CTR x1.7 higher CTR x4.1 higher CTR
  • Great ads match user intent to your unique selling points.
  • How to win The heart of the conversion lies not in the homepage
  • Users stay or go within 2-3 Seconds!
  • Consumers are always searching &converting: Be ‘Always On’
  • How to win RECAP!
  • How to win CTR is affected by: • Keywords; • Adverts and • Landing Pages
  • How to win Success is: • Having majority of exact match keywords • Showing WISCAY ads • And landing users deep within your site.
  • Questions?
  • Find me on: •Twitter: @wallfish •Memeburn:www.memeburn.com/authors/graemelipschitz •Email: graeme.l@clicks2customers.com
  • united states united kingdom south africa australia san diego | london | cape town | sydney