<ul><li>Guidelines for Smart Search engine Marketing </li></ul><ul><li>Shushant Jha </li></ul><ul><li>PPC Expert, OMLogic ...
What is Pay-Per-Click According to MarketingTerms.com.. “ Pay-Per-Click is an online advertising payment model in which pa...
How Does it Work? <ul><li>Bid on relevant keywords  </li></ul><ul><li>Advertising engine displays your text ad on their  r...
Why Pay Per Click? <ul><li>Get instant visibility </li></ul><ul><li>Cost to enter is small </li></ul><ul><li>Track ROI </l...
Major Players <ul><li>Google </li></ul><ul><li>Yahoo </li></ul><ul><li>MSN </li></ul><ul><li>Miva (Earlier Findwhat + Espo...
Getting Started <ul><li>Plan </li></ul><ul><li>Research </li></ul><ul><li>Setup </li></ul><ul><li>Execute </li></ul><ul><l...
Elements of Good Ads <ul><li>Attention </li></ul><ul><li>Promise of Benefit </li></ul><ul><li>Credibility </li></ul><ul><l...
What Will Make You Stand Out? <ul><li>Do you have the lowest price?  </li></ul><ul><li>Do you have the best variety? </li>...
More Ad Tips <ul><li>Create a Sense of Urgency </li></ul><ul><ul><li>&quot;limited-time offer“ </li></ul></ul><ul><ul><li>...
Landing Page <ul><li>You just spent $$ to bring someone to your web site, now what? </li></ul><ul><li>Don’t waste it on yo...
Landing Page  Cont.. <ul><li>Call to action </li></ul><ul><li>Copy </li></ul><ul><li>Navigation – Limit, can distract </li...
Do your landing pages convert? <ul><li>A/B Test </li></ul><ul><li>Multivariate Testing - Offermatica </li></ul><ul><li>Tra...
Conclusion <ul><li>PPC Advertising is a very effective way generate traffic and sales </li></ul><ul><li>Takes effort, plan...
Thank   You
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Advanced Pay Per Click

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Advanced Pay Per Click

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Advanced Pay Per Click

  1. 1. <ul><li>Guidelines for Smart Search engine Marketing </li></ul><ul><li>Shushant Jha </li></ul><ul><li>PPC Expert, OMLogic Consulting </li></ul>
  2. 2. What is Pay-Per-Click According to MarketingTerms.com.. “ Pay-Per-Click is an online advertising payment model in which payment is based solely on qualifying click-throughs.”
  3. 3. How Does it Work? <ul><li>Bid on relevant keywords </li></ul><ul><li>Advertising engine displays your text ad on their results page or network of web sites </li></ul><ul><li>You only pay when people click </li></ul>
  4. 4. Why Pay Per Click? <ul><li>Get instant visibility </li></ul><ul><li>Cost to enter is small </li></ul><ul><li>Track ROI </li></ul>
  5. 5. Major Players <ul><li>Google </li></ul><ul><li>Yahoo </li></ul><ul><li>MSN </li></ul><ul><li>Miva (Earlier Findwhat + Espotting) </li></ul><ul><li>goClick </li></ul><ul><li>Search 123 </li></ul><ul><li>Search feeds </li></ul>Tier II Players
  6. 6. Getting Started <ul><li>Plan </li></ul><ul><li>Research </li></ul><ul><li>Setup </li></ul><ul><li>Execute </li></ul><ul><li>Track Results </li></ul>
  7. 7. Elements of Good Ads <ul><li>Attention </li></ul><ul><li>Promise of Benefit </li></ul><ul><li>Credibility </li></ul><ul><li>Persuasiveness </li></ul><ul><li>Interest </li></ul><ul><li>Desire </li></ul><ul><li>Action </li></ul>
  8. 8. What Will Make You Stand Out? <ul><li>Do you have the lowest price? </li></ul><ul><li>Do you have the best variety? </li></ul><ul><li>Do you have high-quality products? </li></ul><ul><li>What makes you credible? </li></ul><ul><li>How do you meet the needs of the potential buyer? </li></ul>
  9. 9. More Ad Tips <ul><li>Create a Sense of Urgency </li></ul><ul><ul><li>&quot;limited-time offer“ </li></ul></ul><ul><ul><li>&quot;available for overnight shipping.&quot; </li></ul></ul><ul><li>If you have space, add creditability </li></ul><ul><ul><li>30 day money back guarantee </li></ul></ul><ul><ul><li>5 star rated vendor </li></ul></ul>
  10. 10. Landing Page <ul><li>You just spent $$ to bring someone to your web site, now what? </li></ul><ul><li>Don’t waste it on your home page </li></ul><ul><li>Build specific landing pages that match the expectation your ad generated </li></ul><ul><li>Call to action – highlight your conversion </li></ul><ul><ul><li>- Buy </li></ul></ul><ul><ul><li>- Download </li></ul></ul><ul><ul><li>- Register </li></ul></ul>
  11. 11. Landing Page Cont.. <ul><li>Call to action </li></ul><ul><li>Copy </li></ul><ul><li>Navigation – Limit, can distract </li></ul><ul><li>Merchandising </li></ul><ul><ul><li>Local, Geography, Season </li></ul></ul><ul><li>Micro-site </li></ul><ul><ul><li>Self contained site just for the offer </li></ul></ul>
  12. 12. Do your landing pages convert? <ul><li>A/B Test </li></ul><ul><li>Multivariate Testing - Offermatica </li></ul><ul><li>Track visitors from Ad to Landing </li></ul><ul><li>Landing to Next Step and beyond </li></ul><ul><li>Google Conversion Tracking </li></ul><ul><li>Use a Good Metrics Program Like </li></ul><ul><ul><li>Webtrends, Click Tracks, Net Tracker </li></ul></ul><ul><ul><li>Urchin (Recently purchased by Google) </li></ul></ul>
  13. 13. Conclusion <ul><li>PPC Advertising is a very effective way generate traffic and sales </li></ul><ul><li>Takes effort, planning, testing and constant monitoring </li></ul>
  14. 14. Thank You

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