Pay Per Click Services ALTMAN COMMUNICATIONS Leon Altman 888-650-9714

ALTMAN COMMUNICATIONS

Leon Altman

888-650-9714

Why Use Pay Per Click? Very Fast Search engine optimization can take weeks, months or even years to show results You can be promoting your site, and getting targeted visitors in hours (sometimes minutes) Provides a path for search engine optimization How do you know what terms you should optimize for? Which searches are your money makers? When done correctly, can yield highly profitable results

Very Fast

Search engine optimization can take weeks, months or even years to show results

You can be promoting your site, and getting targeted visitors in hours (sometimes minutes)

Provides a path for search engine optimization

How do you know what terms you should optimize for?

Which searches are your money makers?

When done correctly, can yield highly profitable results

Why Use Pay Per Click? (cont’d) Great testing platform and can be highly targeted Time of day Geographic area Keywords and phrases Content network Placement campaigns Immediate feedback You know what you’re getting for your money – complete opposite of the yellow pages, tracking opportunities are plentiful Your competition is already using it

Great testing platform and can be highly targeted

Time of day

Geographic area

Keywords and phrases

Content network

Placement campaigns

Immediate feedback

You know what you’re getting for your money – complete opposite of the yellow pages, tracking opportunities are plentiful

Your competition is already using it

Why Do People Have Bad Experiences With PPC? They don’t do it for a living! It’s very powerful, and doing it well is very complex Google’s rules, tips/tricks Relevance Keyword grouping 10 keywords in one big adgroup as opposed to thousands in individual adgroups Quality score Landing pages are not targeted; often ads go right to the home page Click through rate Initial tips and tricks (capitalization)

They don’t do it for a living!

It’s very powerful, and doing it well is very complex

Google’s rules, tips/tricks

Relevance

Keyword grouping

10 keywords in one big adgroup as opposed to thousands in individual adgroups

Quality score

Landing pages are not targeted; often ads go right to the home page

Click through rate

Initial tips and tricks (capitalization)

Why Do People Have Bad Experiences With PPC? (cont’d) Keyword research If you’re running 10 keywords, I would be running 3,000 Ad testing Conversion tracking Tools – too expensive Bid management Broad match Content Network Geographic Targeting Lead tracking and generation – effective opt-in’s etc. Ad scheduling (times of day)

Keyword research

If you’re running 10 keywords, I would be running 3,000

Ad testing

Conversion tracking

Tools – too expensive

Bid management

Broad match

Content Network

Geographic Targeting

Lead tracking and generation – effective opt-in’s etc.

Ad scheduling (times of day)

How Can We Solve PPC Problems? Google’s rules, tips/tricks: Relevance Overall site content Create targeted landing pages for each search term category Can build a silo site first (if appropriate) Keyword grouping Only 3 Keywords per ad group (same KW, different match types) Quality score Keyword density Content Links to privacy, disclosure, about us, contact us, and external authority links

Google’s rules, tips/tricks:

Relevance

Overall site content

Create targeted landing pages for each search term category

Can build a silo site first (if appropriate)

Keyword grouping

Only 3 Keywords per ad group (same KW, different match types)

Quality score

Keyword density

Content

Links to privacy, disclosure, about us, contact us, and external authority links

How Can We Solve PPC Problems? (cont’d) Landing pages Dynamic landing pages Quality score guidelines Target the customer’s conversation Click through rate Capitalization “ Get Your Free Trial Here” can get up to twice the number of clicks as “Get your free trial here” Include search term in ad text Change URL to reflect search term TEST Keyword research – Tools and competitor research

Landing pages

Dynamic landing pages

Quality score guidelines

Target the customer’s conversation

Click through rate

Capitalization

“ Get Your Free Trial Here” can get up to twice the number of clicks as “Get your free trial here”

Include search term in ad text

Change URL to reflect search term

TEST

Keyword research – Tools and competitor research

How Can We Solve PPC Problems? (cont’d) Ad testing – split test every adgroup every day What’s the one thing you know for certain about these two ad titles? Conversion tracking Tools – use a ppc management service like us! (tool cost spread among clients) $1,000’s /year in tool costs Bid management – Mass adjustments using tools Broad match – Use and track every match type Content Network – Tracking, site targeted placement Geographic targeting – USE IT Bronchitis Problems? Learn how to quickly get over your Bronchitis naturally & safely. www.bronchitis_problems.com Bronchitis Problems Advice and information to help Bronchitis sufferers. www.bronchitis.com

Ad testing – split test every adgroup every day

What’s the one thing you know for certain about these two ad titles?

Conversion tracking

Tools – use a ppc management service like us! (tool cost spread among clients)

$1,000’s /year in tool costs

Bid management – Mass adjustments using tools

Broad match – Use and track every match type

Content Network – Tracking, site targeted placement

Geographic targeting – USE IT

How to Dominate Your Market Understand your customer’s searching behavior What problem are they trying to solve What’s the conversation they’re having with themselves? Decide how to track conversions (leads, sales etc.) Decide on autoresponders and set them up Keyword research Brainstorm core ones “ Spy” on competition Let loose the tools Group keywords by landing page (conversation type) Build landing pages following quality score criteria closely, or use silo site

Understand your customer’s searching behavior

What problem are they trying to solve

What’s the conversation they’re having with themselves?

Decide how to track conversions (leads, sales etc.)

Decide on autoresponders and set them up

Keyword research

Brainstorm core ones

“ Spy” on competition

Let loose the tools

Group keywords by landing page (conversation type)

Build landing pages following quality score criteria closely, or use silo site

How to Dominate Your Market (cont’d) Set up a blog Set up Adwords campaign Monitor, test etc. Split test every day Adjust bids every day Delete non-performing keywords every day As soon as we find a “money term” start search engine optimization process Examine domain name Market 2-3 articles per week (or even more!) Blog postings at least 3 times per week (outsource) Forum postings Yahoo answers Blog postings (other people’s) Possibly move most successful terms to Yahoo and MSN 90 days, then repeat

Set up a blog

Set up Adwords campaign

Monitor, test etc.

Split test every day

Adjust bids every day

Delete non-performing keywords every day

As soon as we find a “money term” start search engine optimization process

Examine domain name

Market 2-3 articles per week (or even more!)

Blog postings at least 3 times per week (outsource)

Forum postings

Yahoo answers

Blog postings (other people’s)

Possibly move most successful terms to Yahoo and MSN

90 days, then repeat

Services Offered Initial consultation Build a plan to dominate your market PPC Services Manage your web designer to implement plan (or provide one at extra cost) Keyword research – both general and competitor analysis – using all tools Ad groups set up with no more than 3 keywords in each ad group, and all keywords categorized by “customer conversation” Initial ads set up with keywords in the ad text, correct capitalization etc. Split testing ads for EVERY ad group, EVERY day Content network campaign set up and tracking Site placement campaign set up and tracking Daily bid optimization Your campaign reviewed and tweaked EVERY day Autoresponder set up

Initial consultation

Build a plan to dominate your market

PPC Services

Manage your web designer to implement plan (or provide one at extra cost)

Keyword research – both general and competitor analysis – using all tools

Ad groups set up with no more than 3 keywords in each ad group, and all keywords categorized by “customer conversation”

Initial ads set up with keywords in the ad text, correct capitalization etc.

Split testing ads for EVERY ad group, EVERY day

Content network campaign set up and tracking

Site placement campaign set up and tracking

Daily bid optimization

Your campaign reviewed and tweaked EVERY day

Autoresponder set up

What Will This Cost? Initial Consultation FREE Initial set-up fee – Building your plan and campaign to dominate your market with Adwords (add Yahoo search or MSN search - $400 each) $800 PPC charges paid to Google, MSN, Yahoo – ROI tracking; theoretically, you pay only for clicks that bring you sales or leads Variable (Range: $.25–3.00+) Monthly fees Manage pay-per-click: Under $1500/month in Adwords spending From $1501–3000/month in Adwords spending From $3001–6000/month in Adwords spending > $6000/month in Adwords spending (Add on either Yahoo or MSN search $400/month $600/month $800/month Ask for quote Ask for quote For both PPC and SEO services 10% discount

Pay Per Click Services ALTMAN COMMUNICATIONS Call Leon Altman for a no-obligation consultation 888-650-9714

ALTMAN COMMUNICATIONS

Call Leon Altman for a no-obligation consultation

888-650-9714