HOW TO GUARANTEE YOUR
SEARCH ENGINE RESULTS
PAY-PER-CLICK 101
January 29, 2009
www.BlueTangerineSolutions.com/Webinars
Greg Bray, President, Blue Tangerine Solutions

What is Pay-Per-Click Marketing?
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Pay per click (PPC) is an Internet advertising
model used on search engines, advertising
networks,
networks and content sites such as blogs in
sites, blogs,
which advertisers pay their host only when their
ad is clicked
clicked.
-- Wikipedia
For the full recorded presentation, including audio, visit www.BlueTangerineSolutions.com/Webinar.

Advantages of PPC Marketing
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Guarantee search engine placement - if your are
willing to pay for it.
Buy the portion of available ad inventory that the
budget will allow.
Capture the customer when they are looking for
your product.
Quick set up and adjustments – change keywords,
budgets, ad content, turn on and off.
Tracking tools to measure ROI.
For the full recorded presentation, including audio, visit www.BlueTangerineSolutions.com/Webinar.

Where Are Ads Displayed?
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Search engine results
Search engine partner sites
ie.
ie Google partners with AOL.com, Ask com
AOL com Ask.com
The content network
Other sites that syndicate the ads in return for a
commission.
For the full recorded presentation, including audio, visit www.BlueTangerineSolutions.com/Webinar.

Top Providers
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Google Adwords
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www.google.com/adwords
Yahoo Search Marketing
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www.yahoo.com/searchmarketing
Microsoft Adcenter (MSN.com)
adcenter.microsoft.com
Miva
www.miva.com
Others
For the full recorded presentation, including audio, visit www.BlueTangerineSolutions.com/Webinar.

The PPC Setup Process
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Determine your marketing goals
Research and select keywords
Design and create Ads
Select and optimize landing pages
Set b d
S budget and bids
d bid
Install tracking codes
Measure and monitor results
Revise and adjust as needed
For the full recorded presentation, including audio, visit www.BlueTangerineSolutions.com/Webinar.

Selecting Keywords
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Common Mistake: Going too broad
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More specific keywords will perform better
Include your company name as a keyword
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Keyword Resources
Google Keyword Tool - adwords.google.com/select/KeywordToolExternal
Wordtracker - www.WordTracker.com
Microsoft adCenter Labs - adlab.microsoft.com/Keyword-Research.aspx
Local Keyword Generator - www.5minutesite.com/local_keywords.php
Tip: Use zip codes as search terms for location
based products
For the full recorded presentation, including audio, visit www.BlueTangerineSolutions.com/Webinar.

Design and Create Ads
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Common Mistake: Leaving the keyword out of
the ad
Understand editorial guidelines and restrictions
Include a Call to Action
Include Keywords
Include information to discourage the wrong clicks
Review
R i competitors’ ads and then differentiate
i ’d d h diff i
For the full recorded presentation, including audio, visit www.BlueTangerineSolutions.com/Webinar.

Landing Pages
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Common Mistake: All ads go to the site s home
site’s
page
Don t
Don’t make them keep searching – provide answers
Optimize landing pages for the same keywords
Tell them what you want them to do next
For the full recorded presentation, including audio, visit www.BlueTangerineSolutions.com/Webinar.

Budgets, Bids, and Placements
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Auction process – highest bidder wins, almost
Placement determined by bid and quality score
Total impressions restricted by daily budget settings
– ad turned on and off throughout the day
Your competitors’ budgets will impact your
competitors
placements as their ads are turned on and off
For the full recorded presentation, including audio, visit www.BlueTangerineSolutions.com/Webinar.

Budgets and Bids
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Common Mistake: Setting up bids and never
looking back
Don t
Don’t over bid - #1 is often not worth the price
Separate Search bids from Content Match bids
View as a monthly advertising expense
Review regularly, but not obsessively
Don’t
D ’ spend more than 25% of total budget for
d h f lb d f
account management services
For the full recorded presentation, including audio, visit www.BlueTangerineSolutions.com/Webinar.

Conversion Tracking
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Common Mistake: Not using it
Define the conversion point for your site:
Completed sale
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Signed up for newsletter
Submitted Request for Information form
Viewed specific page
Insert tracking code on appropriate page
More than one type allowed
Consider Google Analytics for more detailed reporting
For the full recorded presentation, including audio, visit www.BlueTangerineSolutions.com/Webinar.

Measure and Monitor Results
Common Mistake: Don t know what a conversion
Don’t
is worth
Some conversions may not be tracked
Some valued gained even without an immediate
conversion
Adjust campaign to maintain a comfortable ROI.
For the full recorded presentation, including audio, visit www.BlueTangerineSolutions.com/Webinar.

Blue Tangerine Solutions
PPC Management S i
M t Services
Account set up service
Keyword research
Ad design
Budget recommendations
Bid configuration
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Management and monitoring service
Bid adjustments
d adjus e s
Monthly reporting
For the full recorded presentation, including audio, visit www.BlueTangerineSolutions.com/Webinar.

Special Offer
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Free Google Adwords Account Setup/Review – up to 50
keywords
Limited to the first 5 companies who sign a PPC management
agreement by Feb 15, 2009. A $500 value!
$100 Deposit for click charges into Google Adwords
account.
For all companies who open a new Adwords account via Blue
Tangerine Solutions
Contact: info@BlueTangerineSolutions.com
Offers expire Feb 15 2009
15, 2009.
For the full recorded presentation, including audio, visit www.BlueTangerineSolutions.com/Webinar.

Next Webinar
Successful Homebuilder Case
Studies – Part 1 of 4
February 19, 2009 – 1:00 PM Eastern
Richard Elkman – President, Group Two Advertising
Bryan Nooner – CEO, Distinctive Companies
Register at www.BlueTangerineSolutions.com/webinar
For the full recorded presentation, including audio, visit www.BlueTangerineSolutions.com/Webinar.