Paid Search As Part Of A Digital Strategy

Exploiting Digital Channels To Achieve Your Business Objectives
Paid Search Overview
www.returnondigital.com
@guylevine @returnondigital

Today’s Agenda
Introductions
Insiders Guide To Paid Search
Questions

The Digital Marketing Landscape

Keyword Driven Marketing

Keywords V. Market

Google Insights Search Tool

Google Keyword Tool

The Unpredictability Of Search
Month by Month

The digital marketing landscape

Search v. Paid Search

Search Engine Optimisation
70% more traffic
Increased trust from searcher
Takes longer to kick in
Slower to tweak
Less targeting of keywords *

Paid Search
Up and running in hours
Wide variety of keywords
In built testing of the message
Easy to track results
Great market research on ROI Clicks
However, it costs for every click

The Ultimate Mix
Paid search to locate key performing Keywords
Paid search to test message
Paid search to establish CPA
SEO keywords which generate returns
More Traffic
Cheaper Costs
Increased Bottom Line Revenue

Google Adwords

Google Content Network

Adwords is Search
Content is Advertising

Account Structure

Keyword Matches

Brand Bidding
Keyword Bidding

Google Ecommerce Report

Attribution

Campaign View

In-House PPC KPI’s
Conversion Rate / Conversions Per Day
Popularity of Products
Click Per Day / Cost Per Day
Most Costly Keyword

Facebook Marketing

Facebook Marketing
Based on Interests not Keywords
If someone doesn't say they like it, no access
Access to Demographics & Psychographics
Adverts more creative
Adverts loose impact quickly
Can advertise pages, or fan pages
Can advertise on location, company etc.

Conversion Rate Optimisation

Click Tracking

Exploiting Digital Channels To Achieve Your Business Objectives
@guylevine @returnondigital

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Paid Search As Part Of A Digital Strategy

by Guy Levine on May 21, 2010

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Paid Search As Part Of A Digital Strategy — Presentation Transcript