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Making it Count: Paid Search

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Presentation by Graham Lipschitz of Clicks2Customers at the E-Tourism Africa Summit 2010

Presentation by Graham Lipschitz of Clicks2Customers at the E-Tourism Africa Summit 2010

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  • Full Name Full Name Comment goes here.
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  • We had been in existence for 6 years concentrating only on PPC campaigns.
  • PPC
  • PPC
  • South African PPC landscape
  • BroadReach the widest audience More expensive and lower quality than the exact
  • 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.
  • BroadReach the widest audience More expensive and lower quality than the exact
  • Match keywords to search queries to enable targeted ad text that mentions the search term and sends the user to a specific destination page.
  • Quality Score
  • Match keywords to search queries to enable targeted ad text that mentions the search term and sends the user to a specific destination page.
  • BroadReach the widest audience More expensive and lower quality than the exact
  • BroadReach the widest audience More expensive and lower quality than the exact
  • BroadReach the widest audience More expensive and lower quality than the exact
  • Match keywords to search queries to enable targeted ad text that mentions the search term and sends the user to a specific destination page.
  • Match keywords to search queries to enable targeted ad text that mentions the search term and sends the user to a specific destination page.
  • Match keywords to search queries to enable targeted ad text that mentions the search term and sends the user to a specific destination page.

Making it Count: Paid Search Making it Count: Paid Search Presentation Transcript

  • san diego |london|cape town | sydney
    australia
    south africa
    united states
    united kingdom
  • 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.
  • How to win
    Yes, there is a difference between SEM and SEO
  • SEO
    {natural Search results}
  • Pay Per Click
    {sponsored links}
  • The State of the Nation
    • User Base grew by 15% last year, from 4,6-million to 5,3-million, and is expected to grow at a similar rate in 2010.
    • Google has opened a local office and has launched Google Maps locally.
    • # of broadband South Africans has grown by more than 50% percent in the past year .
    • Google receives 250m queries per month
    • 10th highest twitter user base.
    • 15 million mobile internet users by 2013
  • How to win
    Users search for anything
  • How to win
  • How to win
    And everything!
  • Where are we today…and where are we going?
    Today
    Digital Media
    $
    Non-Digital Media
    1995
    2050?
    2010
  • How to win
    South African online marketing was born feet first with its arse facing the sky.
  • Online was viewed as a push channel so banners were sold first...
    Display/Banners
    CPM
    Pay for every 1000 impressions
    Search
    0.068% CTR
    1-3% CTR
  • 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
  • Search Engine Marketing is an acquisition channel which matches user intent to sales…
    Search
    Acquisition Channel
    10+% CTR
    Pay Per Click
    Display/Banners
    Awareness to drive more search acquisition
    5+% CTR
    Performance Model (CPA)
  • Targeted Ad *(1) leads to Good User Experience*(2)
    The moment of relevancy...
  • Leads to a conversion.
    Good User Experience: Landing Page Quality
  • How to win
    AdWords rewards relevance
  • How to win
    How much you want to pay
    (CPC)
    How relevant you are
    (Quality Score)
    X
  • QUALITY
    score
  • Quality Score is 66% CTR
    CLICK THROUGH RATE
    VS
  • How to win
    CTR is affected by:
    Keywords;
    Adverts and
    Landing Pages
  • Targeted Ad *(1) leads to Good User Experience*(2)
    Users click on ads when…
  • And they convert on relevant landing pages.
    Good User Experience: Landing Page Quality
  • Broad match keywords match your ads
    to ‘similar’ queries
    Price
    Broad Match
    Relevancy
  • 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
    Safari
    Bestiality
    Sex Safari
  • How to win
    Negative Keywords give control.
  • POT
    (On Broad Match)
    Marijuana
    (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.
  • Price
    Broad Match
    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
  • 1 x CTR
    2 x CTR
    4 x 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?