Maximizing return on pay per click campaigns roadmap to successful web marketing

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Maximizing return on pay per click campaigns roadmap to successful web marketing

  1. 1. Maximizing the Returnon Your Pay-Per-ClickCampaigns:A key roadmap to successfulweb marketing Manager, SEO and SEM forBy Al Carl Reynolds Web Solutions
  2. 2. Paid SearchThe Agenda: What Is Paid Search? Internet & the Automotive Industry Should Paid Search Be An Integral Component of Your Online Marketing Efforts? Pay Per Click Basics Changes in the Landscape
  3. 3. Paid Search – What Is It?Paid Search / Pay Per Click (PPC)
  4. 4. Paid Search The Internet & The Auto Industry
  5. 5. Paid Search – Auto IndustryAccording to the Polk 2007 Dealer eBusinessPerformance Study of New Car Shoppers: 88% Conducted research before walking into a dealership 83% Used the Internet to do vehicle research 79% Used Search to research auto dealers
  6. 6. Paid Search – Auto IndustryAutomotive Online Advertising Spending
  7. 7. Paid Search – Auto Industry On-Line Advertising Only 20% of Web users (for car information)said they used print ads when researchingvehicles compared to 32% in 2005.* The number of consumers visiting five or moremanufacturer sites declined from 44% in 2005 to34%.* 42% of used car buyers said they turn to dealersites when researching vehicles.* 30% of retailers traffic in the US came frompaid search in August 2008. Within the automotiveindustry it was only 25% - Hitwise * Capgemini: Cars Online 07/08
  8. 8. Paid Search – Auto IndustryAutomotive Online Advertising Spending * $4.0 $3.5 $3.0 $2.5 $2.0 $1.5 $1.0 $0.5 $0.0 2004 2005 2006 2007 2008 2009 2010 Online Ad Spending in Billions of Dollars
  9. 9. Paid Search – Auto IndustryTop 10 Automotive Websites by US Market Share of Visits (%) – Hitwise August 2008 eBay Motors AutoTrader.com Edmunds Cars.com RacingJunk.comCopart Auto Auctions Automotive.com Car-Part.com CycleTrader.com Truck Paper 0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00
  10. 10. Paid Search – Auto Industry3rd Party Lead Sites Paid Search Est. Daily Budgets $35,000 $30,000 KBB $25,000 AB $20,000 AM $15,000 C $10,000 AT $5,000 E $0 KBB AB AM C AT E KBB – Kelly Blue Book - $6.35k C – Cars.com - $16.4k AB – AutoBytel - $6.9k AT – AutoTrader - $23.2k AM – AutoMart - $11.3k E – Edmunds - $30.2k
  11. 11. Paid Search Integral Component
  12. 12. Paid Search – Integral ComponentProtection of Branded Terms % of traffic from % of traffic from #1 Organic #1 Organic Listing & #1 Paid Listing 60% 92% Brand Site Other Sites 40% 8% Branded Search Study, Nielsen ReelResearch
  13. 13. Paid Search – Integral ComponentMore TrafficA study conducted by iCrossingillustrated a synergistic effectbetween paid and organic listings.The study indicated that havingprominent placement in both leadto an increase in traffic of 91.8%and a 45% increase in desiredactions taken by visitors over thatproduced by only having a toporganic placement.
  14. 14. Paid Search – Integral ComponentLower Bounce Rates Referral 48.70% Organic 44.80% Paid 44.00% Direct 42.30% 35.00% 40.00% 45.00% 50.00% Engine Ready “SEO vs. PPC – The Final Round
  15. 15. Paid Search – Integral ComponentHigher Sales % of Sales Volume by Traffic Source Direct Access 39% 27% Paid Search Other Referring Sites Organic 11% 23% Engine Ready – 27 companies over a 2 year period measuring visitor metrics by traffic source. *Only 22% of visitors were repeat visitors.
  16. 16. Paid Search – Integral ComponentWhy Pay Per Click Traffic Is Valuable Controlled Messaging Easy Variation Testing Direct the Traffic Specific Targeting
  17. 17. Paid Search Fundamentals
  18. 18. Paid Search – The FundamentalsSearch Engine Breakdown July 2008 – Hitwise Google 70.77% Yahoo! 18.65% MSN 5.36% ASK 3.53% Others 1.69%
  19. 19. Paid Search - The FundamentalsPaid Search – Seems Simple, What’s The Big Deal? Multiple Steps Keyword / Search Term Selection Ad Title Ad Copy Landing Factors Traffic Conversion Process Analytics, Analytics, Analytics …. Test and Test Some More Highly Competitive Filled With Details Fluid – Constantly Evolving Plenty of Opportunity to Lose Money
  20. 20. Paid Search – The Fundamentals
  21. 21. Paid Search - The FundamentalsPaid Search Ranking Factors Bid Amount Budget Relevancy Click Through Rates Landing Page Quality Type Of Site
  22. 22. Paid Search - The FundamentalsPaid Search – Basic Steps Start With The End In Mind Know The Competition In-Depth Keyword Research Creative Ad Title & Text Landing Pages Have A Planned Conversion Path Detailed Analytics Test & Test Some More
  23. 23. Paid Search - The FundamentalsPaid Search – Start With The End In Mind What is the goal of your paid search campaign? Visibility Branding Sales How will you define success? Traffic Leads Sales Profit How will you measure it?
  24. 24. Paid Search - The FundamentalsStudy the Competition Ads Targeted Keywords Scope of Campaigns Visitor PathDo Not Always Assume #1 Is Doing It Right
  25. 25. Paid Search - The FundamentalsIn-Depth Keyword Research Develop Extensive Keywords Click-Through and Conversion Rates Vary Dramatically From Keyword to Keyword Multiple Word Keywords Typically Have Higher Conversion RatesSome Tools To Use: Yahoo! Search Assist Live Search Related Searches Microsoft adCenter Labs - http://adlab.msn.com Google Keyword Tool - https://adwords.google.com/select/KeywordToolExternal Google AdWords Traffic Estimator - https://adwords.google.com/select/TrafficEstimatorSandbox
  26. 26. Paid Search - The FundamentalsYahoo! Search Assist & MSN Live Related Searches Live Related Searches
  27. 27. Paid Search - The FundamentalsMicrosoft adCenter Labs Search Funnel Tool: Shows most common searches after input search term.
  28. 28. Paid Search - FundamentalsGoogle AdWords Keyword Tool
  29. 29. Paid Search - FundamentalsGoogle AdWords Keyword Tool – Domain Keywords
  30. 30. Paid Search - FundamentalsCreative Ad Title & Text Do Not Overlook Ad Copy Serve Alternative Ads Monitor Results Emphasize High-Flyers Dump the Dogs Do It All Over Again“Ads Matter – Testing shows us that ad copy can have a huge influence on conversionrates….Search Ad copy is an art…”Jonathan MendezVP Business DevelopmentKaimen Associates& Digital Strategist
  31. 31. Paid Search - FundamentalsLanding Pages Page Should Be Singularly Focused & Consistent With Search Term Have Simple & Straight Forward Navigation Include A Straightforward Call To Action Some studies have shown two calls to action can significantly increase conversion rates. Only Ask For Necessary Information Require as little as possible Quite Often Less Is More Test Multi-Variant A/B
  32. 32. Paid Search - FundamentalsA/B & Multi-Variant Testing Google Website Optimizer
  33. 33. Paid Search - FundamentalsAnalytics Pick A Robust Platform Google Analytics Most Popular Other Major Analytics Providers: Core Metrics Omniture Web Trends Get To Know Your Analytics Solution Basic Analytics To Monitor Click-Through Rates Traffic Source Bounce Rates Conversion Rates Engagement / Time Spent On Site
  34. 34. Paid Search - FundamentalsA Well Run Paid Search Campaign Will Deliver Better Qualified Leads Improved Close Rates Increased Sales Margins Better Returns On Ad Spend Investment More Sales
  35. 35. Paid Search Changes to the Landscape
  36. 36. Paid Search – LandscapeUniversal Search
  37. 37. Paid Search – LandscapeGoogle Suggest Feature
  38. 38. Paid Search – LandscapeYahoo - Mahalo
  39. 39. Paid Search – LandscapeMSN Live
  40. 40. Paid Search – LandscapeMobile Mobile Search grew 68% from June2007 to 2008.* In June 2008 20.8 million U.S.mobile subscribers accessed search.* Google had 63.0% of the searches;Yahoo 34.6%.* Estimated Mobile Search revenuefor 2007 is $33.2 million. – tkg consulting * comScore
  41. 41. Paid Search Discussion

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