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Online Advertising Made <br />Instant, Simple & Profitable<br />Pay Per Click Advertising<br />09.30.09<br />
Agenda<br />INDUSTRY OVERVIEW<br />SUCCESS LIES IN FUNDAMENTALS<br />IN-HOUSE TEAMS AND 3rd PARTY TOOLS<br />SBM CHALLENGE...
INDUSTRY OVERVIEW<br />
Why PPC?<br />	PPC (Pay Per Click) is one of the most profitable advertising and marketing channels. This view is shared b...
How Does It Work?<br />
How Does It Work?<br />
How Does It Work?<br />
PPC vs. SEO (Organic)<br />
What Are The Key Benefits Of PPC Advertising?<br /><ul><li>Large volume of traffic – high upside
Receptive to message – want you now
Not “interruption advertising”
Highly targeted traffic
“Implied intent” – can show stage in buying cycle
Precise targeting opportunities
Geo Targeting, Day Parting & Demographics</li></li></ul><li>What Are The Key Benefits Of PPC Advertising?<br /><ul><li>Eas...
Very measurable – accurate ROI
Control of placement on page
Control of creative messaging
Control of destination
Real-time activation and optimization
Cost-effective & best ROI advertising in many cases</li></li></ul><li>What Are The Key Challenges Of PPC Advertising?<br /...
Significant Education
Management Complexity
Time Consuming
Multiple User Interfaces
Technology Variation</li></li></ul><li>Who Are The Key Players?<br /><ul><li>Google, Yahoo & Bing results account for 90% ...
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C:\My Movies\3 Search Engine Marketing And Ppc David Kidder &amp; Ben Seslija

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Transcript of "C:\My Movies\3 Search Engine Marketing And Ppc David Kidder &amp; Ben Seslija"

  1. 1. Online Advertising Made <br />Instant, Simple & Profitable<br />Pay Per Click Advertising<br />09.30.09<br />
  2. 2. Agenda<br />INDUSTRY OVERVIEW<br />SUCCESS LIES IN FUNDAMENTALS<br />IN-HOUSE TEAMS AND 3rd PARTY TOOLS<br />SBM CHALLENGES & AUTOMATION<br />
  3. 3. INDUSTRY OVERVIEW<br />
  4. 4. Why PPC?<br /> PPC (Pay Per Click) is one of the most profitable advertising and marketing channels. This view is shared by most online marketers, who in 2007, according to Marketing Sherpa, ranked PPC and email marketing as the two channels with the highest ROI.<br />
  5. 5. How Does It Work?<br />
  6. 6. How Does It Work?<br />
  7. 7. How Does It Work?<br />
  8. 8. PPC vs. SEO (Organic)<br />
  9. 9. What Are The Key Benefits Of PPC Advertising?<br /><ul><li>Large volume of traffic – high upside
  10. 10. Receptive to message – want you now
  11. 11. Not “interruption advertising”
  12. 12. Highly targeted traffic
  13. 13. “Implied intent” – can show stage in buying cycle
  14. 14. Precise targeting opportunities
  15. 15. Geo Targeting, Day Parting & Demographics</li></li></ul><li>What Are The Key Benefits Of PPC Advertising?<br /><ul><li>Easy to measure
  16. 16. Very measurable – accurate ROI
  17. 17. Control of placement on page
  18. 18. Control of creative messaging
  19. 19. Control of destination
  20. 20. Real-time activation and optimization
  21. 21. Cost-effective & best ROI advertising in many cases</li></li></ul><li>What Are The Key Challenges Of PPC Advertising?<br /><ul><li>Slow Adoption
  22. 22. Significant Education
  23. 23. Management Complexity
  24. 24. Time Consuming
  25. 25. Multiple User Interfaces
  26. 26. Technology Variation</li></li></ul><li>Who Are The Key Players?<br /><ul><li>Google, Yahoo & Bing results account for 90% of all search traffic.
  27. 27. Google drove close to 80% of US paid search in 2009, up from 60% in 2006.
  28. 28. Largely at the expense of Yahoo, for which spending share decreased by 12.4%.
  29. 29. Number two, Yahoo!, collected a mere 8% share, while everyone else split 12% of the pie. </li></li></ul><li>SUCCESS LIES IN FUNDAMENTALS<br />
  30. 30. Key Steps To Create a Successful PPC Campaign?<br />STRATEGY<br /><ul><li>Knowledge: Know your target market and product
  31. 31. Goals: Define business objectives
  32. 32. Metrics: Define key performance indicators (KPIs)
  33. 33. Success: Define conversion events
  34. 34. Intelligence: Collect data and assess
  35. 35. Optimize: Make changes and repeat</li></li></ul><li>Key Steps To Create a Successful PPC Campaign?<br />EXECUTION<br /><ul><li>Campaign Set-up: Organize campaigns to boost budget & quality score
  36. 36. Keywords: Identify keywords, negative keywords, match types, plural vs. singular
  37. 37. AdCopy: State unique value proposition, call to action, and friendly display URLs
  38. 38. Budgeting/Bidding: Set account & campaign level budgets, keyword bidding strategies
  39. 39. Targeting: Utilize targeting methodologies (geo-targeting, by demographics, day-parting)
  40. 40. Distribution/Networks: Decide which engines you should use. Search vs. content network?
  41. 41. Landing Pages: Chosecontent, design & images, calls to action.
  42. 42. Tracking & Analytics: Set keyword level tracking (Depth pays off)
  43. 43. URLs (display/destination): Enhance display URLs to increase credibility
  44. 44. Other Third Party Tools: Competitive analysis, market trends, market sizing</li></li></ul><li>Imperatives: Track These or Lose<br />TRACK<br />Impressions<br />Conversions/ Sales<br />Clicks<br />CPA<br />Customer GEO<br />CTRs<br />Conversion Rates<br />Time Of Conversion<br />Cost<br />Revenue<br />CPC<br />Demo, LTV, Behavioral, etc.<br />ROI<br />Avg. Position<br />OPTIMIZE<br />
  45. 45. Top 10 Questions You Should Ask Your PPC Team<br />How much revenue do we drive through PPC alone?<br />What is our CPA? What is our ROI?<br />What is our conversion rate? What is industry avg. CR? <br />What percentage of our budget is fully utilized?<br />Are there any opportunities to find more converting traffic?<br />
  46. 46. Top 10 Questions You Should Ask Your PPC Team<br />Do we do geo-targeting? Do we do day parting?<br />What kind of tools do we use? Do we use automation?<br />Do we do testing? PPC testing and/or landing page testing?<br />Do we send PPC traffic only to one location? <br />How are our quality scores?<br />
  47. 47. IN-HOUSE TEAMS AND 3rd PARTY TOOLS<br />
  48. 48. When And How: Build Successful In-House PPC Team<br />WHEN<br /><ul><li>DEMAND EXISTS: You have a product or service that can sell
  49. 49. DEMAND FULFILLMENT: You are ready to fulfill demand
  50. 50. ECONOMICS: You are certain that it makes business sense
  51. 51. STABLE STORE: Your web-site is stable & functioning
  52. 52. DEFINED METRICS: Your metrics are well defined
  53. 53. TRACKING: You are capable to track your sales funnel
  54. 54. REPORTING: Make sure that you have a clear visibility into your metrics
  55. 55. COMMITEMENT: Commitment to build and maintain technology & intelligence</li></ul>HOW<br /><ul><li>GOALS: Establish clear business objectives
  56. 56. HIRE SMART: Do not try to save on resource, Search is complex and can be costly.
  57. 57. TOOLS: Get Relevant Tools that can help you be more efficient.
  58. 58. EDUCATION: Make Sure Your Resources Understand Your Business.</li></li></ul><li>What To Evaluate When Choosing 3rd Party Vendors?<br /><ul><li>CREDIBILITY: Ask for case studies, references, customer feedback
  59. 59. TRANSPERENCY: Make sure that you will have full transparency in metrics
  60. 60. COMMITMENT: Don’t settle for long contracts & commitments
  61. 61. FLEXIBILITY: Vendors should easily adjust as your business goals and needs are changing
  62. 62. SCALABILITY: There needs to be a capacity to grow as your business expands
  63. 63. PRICE: Get a defined pricing model that is beneficial to your business
  64. 64. CLEAR ROI: Make sure that there is a clear ROI opportunity
  65. 65. INTEGRATION: Integration should be simple and should not delay you business growth
  66. 66. SERVICE: Establish clear communication channels and levels of service</li></li></ul><li>SBM CHALLENGES & AUTOMATION<br />
  67. 67. Can We Bring More SMBs To PPC Advertising?<br />CURRENT CHALLENGES<br /><ul><li>ADOPTION: SMBs still struggle to adopt new forms of advertising
  68. 68. COMPLEXITY: Diverse and complex user experiences, levels of engagement, etc.
  69. 69. INEFFICIENCY: Most self managed PPC programs fail due to inexperience
  70. 70. EQUIPMENT: High proportion of SMBs have inadequate Web Sites and tracking technologies</li></ul>LONG TERM SOLUTIONS<br /><ul><li>EDUCATION: Constant education about performance aspect of PPC
  71. 71. TOOLS/ PLATFORMS: Create simple and single UE to manage PPC across engines
  72. 72. AUTOMATION: Build automated recommendations that drive efficiency
  73. 73. OFFERING: Provide technology that can scale and provide simple and effective products/ services</li></li></ul><li>The Right Approach To Automation<br />
  74. 74. The Right Approach To Automation<br />
  75. 75. Contact Info<br />Ben SeslijaSr. Director, Acquisition & AnalyticsClickable, Inc.bseslija@clickable.com<br />

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