WhiteCloud Marketing
Pay Per Click Tips

SEO and PPC
Proactive Online Lead Generation

Internet Advertising
• Worldwide online ad spending will reach $65.2
billion in 2008, with 15% to 20% annual growth
through 2011, when spending would hit $106.6
billion.
• Online all media in 2008,nearlyby 2011.all ad spending
across
ads account for
14%
10% of
Source: IDC’s \"Digital Marketplace Model and Forecast, 2008.

Trend: 50% of ad spending online
• Over 50 per cent of an average marketer’s budget is
now spent online.
• Over 70 per cent of companies use Search Engine
Optimization, Paid Search and e-mail marketing to in-
house lists
• Use of offline marketing methods has decreased
• Organizations have lessened their use of marketing
methods such as postal, telephone and radio, in favour
of online methods
Source: Clash-Media, June 2008

Trends: PR and
Television
• The only two offline marketing methods which have
increased in use are press and television
• Many companies use passive Search Engine
Optimization methods, which rely on a prospect
actively researching for their product or service as
opposed to Proactive Online Lead Generation,
which uses the web to seek out potential prospects
and deliver fully qualified leads for interested buyers.
Source: Clash-Media, June 2008

Paid vs. Non Paid

Paid vs. Non Paid

Paid vs. Non Paid
Paid Ads

Paid vs. Non Paid
Paid Ads
Organic or
non-paid
Ads

PPC and SEO Tips

PPC and SEO Tips

PPC and SEO Tips
Organic or
non-paid
Ads Only

Keys to PPC
• Landing page sites typically have a conversion rate
around 10 to 12%, but can go as high as 30% + if
they are properly targeted.
• B2B products and services typically have a lower
conversion rate but effective ROI. B2C items tend
to have higher conversion rates but lower ROI.
(This is a direct result of lower price point for B2C
products.
• Test many words and terms. Set them up in useful
groups and by geographical areas to maxmize
learnings.

Keys to PPC
• PPC marketing will properly focus SEO efforts. PCC
will provide the Key Words SEO efforts will utilize.
• The only way to be certain of anything in marketing is
to test it. PPC marketing allows you to test real time
with the fastest feedback loop of any marketing
medium in the world.
• Example:You can use Google AdWords to offer a
free white paper about some topic from a one page
website.

WhiteCloud Marketing
Focus on 4 Keys:
• Lead Generation
• Service - face to face
• Proactive SEO and PPC lead generation
• Guaranteed increase in CTR within 2
weeks.

Observations

Observations
High Clicks
for this
keyword.

Observations
High Clicks
for this
keyword.

Observations
High Clicks
for this
keyword.

Observations
High Clicks
for this
keyword.
High
conversion
rate (CTR)
of 20% for
this
keyword.

Observations
• Customers click on brand more than other words
• Note the geographic region you offer services in
products is relevant
• Credibility - (i.e. number of customers)
• Landing Page must relate to Ad

LOW CTR
• How can a low CTR be remedied

Remedy: Key Word

Remedy: Key Word
• Add more key words and
track effective words
over one week.
• Use Keywords
generated by
KeyWord tool from
Company website
(use option from
company website)

Remedy: Key Word
• Add more key words and
track effective words
over one week.
• Use Keywords
generated by
KeyWord tool from
Company website
(use option from
company website)

Remedy: Key Word
• Add more key words and
track effective words
over one week.
• Use Keywords
generated by
KeyWord tool from
Company website
(use option from
company website)
• Use Keywords that are relative to the business or service
• Stay away from broad terms

Remedy: Ad Variations

Remedy: Ad Variations
Multi-variate
ad testing.

Remedy: Ad Variations
Multi-variate
ad testing.
High
Conversion
rate

Remedy: Ad Variations
Multi-variate
ad testing.
High
Conversion
rate

Remedy: Ad Variations
Multi-variate
ad testing.
High
Conversion
rate
Low
Conversion
rate

Remedy: Ad Variations
Multi-variate
ad testing.
High
Conversion
rate
Low
Conversion
rate

Remedy: Ad Variations
• Its obvious the ads with the highest click through
rate with the right keywords will together
generate higher CTR’s.
• Local information on ads works effectively (i.e.
GTA)
• Ads that build credibility (i.e. 10,000 customers)
• There is a good offer - ‘free water test’

Remedy: Dynamic Ads
• Please note the tag formatting rules
• The information above will insert the KeyWord
dynamically when the keyword is searched

Remedy: Landing Page
• An effective landing page is critical in creating a
high Quality Score. High Quality Scores reduce the
costs per click
• The Landing page requires text and or words
that relate to the ad. (i.e. GTA Customers in
Adwords, ensure the Landing Page uses these
words and confirms the information on the
Landing Page
• Google checks for Privacy Policy on forms and
marks negatively Landing pages without the
policy.

Ad and Effective Landing Page

Ad and Effective Landing Page
Information
on ad
matches
landing
page.
Page is
simple with
clear call to
action

Remedy: Landing Page
• Please note additional incentive of $20 gift
certificate
• Simply clean page
• Has certifications and official logo

Remedy: Regionalize Ads
• Setup separate regions as Adwords Groups
• Use the same keywords for each region
• Then begin to track results by region

Provide ROI Reports

Success!

What is the better choice
SEO or PPC?
SEO: Search Engine Optimization
PPC: Pay per Click
•If immediate revenue is critical, and
site traffic low, PPC may be the way
to go.
•Most people when asked prefer
SEO over PPC as shown.
Source: Website Magazine.com