Paid Search As Part Of A Digital Strategy

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A brief insight into Paid search marketing including Adwords, Facebook and conversion rate optimisation information.

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Paid Search As Part Of A Digital Strategy

  1. 1. Exploiting Digital Channels To Achieve Your Business Objectives<br />Paid Search Overview<br />www.returnondigital.com<br />@guylevine @returnondigital<br />
  2. 2. Today’s Agenda<br /><ul><li> Introductions
  3. 3. Insiders Guide To Paid Search
  4. 4. Questions</li></ul>www.returnondigital.com<br />
  5. 5. The Digital Marketing Landscape<br />www.returnondigital.com<br />
  6. 6. Keyword Driven Marketing<br />www.returnondigital.com<br />
  7. 7. Keywords V. Market<br />www.returnondigital.com<br />
  8. 8. Google Insights Search Tool<br />
  9. 9. Google Keyword Tool<br />
  10. 10. The Unpredictability Of Search<br />Month by Month<br />www.returnondigital.com<br />
  11. 11. The digital marketing landscape<br />www.returnondigital.com<br />
  12. 12. Search v. Paid Search<br />
  13. 13. Search Engine Optimisation<br /><ul><li> 70% more traffic
  14. 14. Increased trust from searcher
  15. 15. Takes longer to kick in
  16. 16. Slower to tweak
  17. 17. Less targeting of keywords *</li></ul>www.returnondigital.com<br />
  18. 18. Paid Search<br /><ul><li> Up and running in hours
  19. 19. Wide variety of keywords
  20. 20. In built testing of the message
  21. 21. Easy to track results
  22. 22. Great market research on ROI Clicks
  23. 23. However, it costs for every click</li></ul>www.returnondigital.com<br />
  24. 24. The Ultimate Mix<br /><ul><li>Paid search to locate key performing Keywords
  25. 25. Paid search to test message
  26. 26. Paid search to establish CPA
  27. 27. SEO keywords which generate returns
  28. 28. More Traffic
  29. 29. Cheaper Costs
  30. 30. Increased Bottom Line Revenue</li></ul>www.returnondigital.com<br />
  31. 31. Google Adwords<br />www.returnondigital.com<br />
  32. 32. Google Content Network<br />www.returnondigital.com<br />
  33. 33. Adwords is Search<br />Content is Advertising<br />www.returnondigital.com<br />
  34. 34. Account Structure<br />www.returnondigital.com<br />
  35. 35. Keyword Matches<br />
  36. 36. Brand Bidding<br />Keyword Bidding<br />www.returnondigital.com<br />
  37. 37. Google Ecommerce Report<br />
  38. 38. Attribution<br />
  39. 39. Campaign View<br />
  40. 40. In-House PPC KPI’s<br /><ul><li> Conversion Rate / Conversions Per Day
  41. 41. Popularity of Products
  42. 42. Click Per Day / Cost Per Day
  43. 43. Most Costly Keyword</li></ul>www.returnondigital.com<br />
  44. 44. Facebook Marketing<br />www.returnondigital.com<br />
  45. 45. Facebook Marketing<br />
  46. 46. Facebook Marketing<br />
  47. 47. Facebook Marketing<br /><ul><li>Based on Interests not Keywords
  48. 48. If someone doesn't say they like it, no access
  49. 49. Access to Demographics & Psychographics
  50. 50. Adverts more creative
  51. 51. Adverts loose impact quickly
  52. 52. Can advertise pages, or fan pages
  53. 53. Can advertise on location, company etc.</li></ul>www.returnondigital.com<br />
  54. 54. Conversion Rate Optimisation<br />www.returnondigital.com<br />
  55. 55. Click Tracking<br />
  56. 56. Click Tracking<br />
  57. 57. Exploiting Digital Channels To Achieve Your Business Objectives<br />www.returnondigital.com<br />@guylevine @returnondigital<br />

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