Don’t Leave Your Money on the Table
Your Guide to Paid Search Advertising
Ron Adelman
WSI Internet Marketing Consultant

The 2008 “Digital World, Digital Life” survey by TNS
provided a detailed snapshot of UK Internet users’ activities online during the year.
“To no one’s surprise,
searching, banking and
catching up with the news
and weather were among
the most common online
pursuits,” says Ms.
von Abrams. “But various
forms of social media also
attracted significant audiences.”

How Paid Search Can Work for You
• What is Pay Per Click?
• Techniques for successful PPC
programs
• Case studies

What is Paid Search?
Sponsored Links occur across the top and down the right side

Online Advertising Spend Trending
• 85% of the world
(875 million) make
online purchases
• Advertising spend
is projected to
steadily increase
Where are you spending your advertising dollars?

Dollars & Sense: Control Your Ad Budget

So, Let’s Begin a Campaign
1. Selecting your keywords
Keyword Tool

What is Paid Search?

Top Keyword Considerations
1. Long-tail or Qualified keywords
Digital Camera or “Canon Powershot Sx10”
2. “Commercial Intent” – are they buying?
• Quote, price, buy, sales, etc
3. Related but not targeted keywords
• Jobs, used, free, pictures
• Very Important! (Negative Keywords)
“Instantly slash your ad spend 5-15% with
no loss of sales” Perry Marshall

Negative Keyword Example
If you are bidding on “desks” or “office desks” and you’re
selling wood desks, filter out “metal desk” searches

2. Compelling Ad Text
• Know your audience – Why they buy
• Reason to Click (Click Trigger)
• Filter out non-target clicks…
Good ad copy = higher quality click thru

Very Important Strategy
3. Targeting
• Location
• Time – Day of week, time of day
• Demographic Information or language
Spend money where the conversions
happen

Broaden Your Scope with the
Content Network
Reach over 80% of the
world’s internet users
with this powerful tool

Demographic Targeting

Expand Your Target Market
Target peak times
for customers
locally

So, Let’s Begin a Campaign
4. Landing page – First Impression &
Conversion Potential

Successful PPC Campaign Strategies
Create an Optimized Landing Page
• Keep it simple
– Give them what they want
– Match keyword phrase
– Tell the visitor what they should do next
– Use pictures, video and graphics that drive your
message and showcase your product or service

Successful PPC Campaign Strategies
Create an Optimized Landing Page
• Conversion Architecture: ordered information that is
easy to read and follow
• Remove common roadblocks
– Security and privacy concerns
• Provide enough information to make a decision
– Is your offer clear and concise?

5. Budgeting – How much
is a customer worth?

6. Tracking &
Optimization –
Knowing what
is working!

Successful PPC Campaign Strategies
Tracking Options
• Conversion Tracking
– Did the visitor submit a
– form or checkout
• Website Analytics
– Goal tracking,
did the visitor click a link
or visit a key page
• Phone Tracking
– Where did you hear
about us?
– Tracking phone number

Successful PPC Campaign Strategies
WSI Local ADWORKS
• Copy of your website
– Phone, email and forms tracked
• Campaign Optimized
– Based on contacts, keywords and bids are optimized
• Phone Tracking
– Number of calls, numbers of callers
– Recording available
Niche – Local companies

7. Landing Page Optimization

Top 5 Reasons Companies MUST
Consider Paid Advertising
in a Slow Economy
1. Targeted marketing.
2. Instant traffic
3. Marketing during the purchase phase.
4. Measured budgets.
5. Higher conversion rates.

Agency Management
• Outsourcing
- More affordable than hiring full-time staff
30 min (a day), 5 days (a week) = 150 min / week
3.25 weeks annually spent managing your campaigns
- Our online staff are fully trained & experienced
in research, set-up & campaign management
-Increased efficiency and conversion pays for management
many times over

Focus on your business
while we bring customers to you!
Contact your WSI Consultant for a
personalized presentation…
Questions?
Follow me on Twitter – twitter.com/rsadelman