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ThinkSEM Consulting, LLC – Confidential and Proprietary 1
Introduction to Pay-Per-Click
Marketing and Landing Pages
Clint Danks - ThinkSEM
ThinkSEM Consulting, LLC – Confidential a...
- Who are we?
ThinkSEM
• Founded Nov. 1, 2007
• Core Services
– Pay-per-click marketing (PPC)
– Landing page design & test...
- Who am I?
Clint Danks
• 12 years’ industry experience
• Managed over 20MM in client ad
spend
• Founder of Minnesota Sear...
Table of Content
Pay-Per-Click (PPC)
• What is Pay-Per-Click?
• Features and Benefits
• How does PPC marketing help
your i...
What is Pay-Per-Click?
• PPC is a model of online marketing wherein advertisers pay
when their ads are clicked, essentiall...
Sponsored Search - AdWords
• Most noticeably, paid search occurs on search engines
(i.e., Google). Ads are triggered by ke...
Sponsored Search – Bing Ads
• Most noticeably, paid search occurs on search engines
(i.e., Google). Ads are triggered by k...
Display Ads/Banners
• Advertisers can also opt to have their banner ads appear on
related websites. This is called the Dis...
Remarketing
• Scenario: You visit a car website, researching a new vehicle.
Later, you visit weather.com to check the temp...
Features and Benefits of PPC
• Geo-targeting
• Day-parting
• Device Targeting
• Keyword Control/Relevancy
• Demographic Ta...
Geo-Targeting
• Most often, advertisers don’t want their PPC ads to show
world- (or even nation) wide.
• Geo-targeting all...
Day-Parting
• Day-parting allows advertisers to run ads at certain
days of the week or even specific hours of the day.
• E...
Device Targeting
• Two ways to target audience by device:
– Desktop/laptop + tablets
– Smartphones
• Why target this way?
...
Keyword Control & Relevancy
• Sponsored search PPC’s entire model is built around keywords
– Ads only show for relevant qu...
Demographic Targeting
(Display Network)
• Reach the right audience segment by targeting specific
demographics
– Age
– Gend...
How does pay-per-click marketing help
your agency?
• SEO is a long-term endeavor
– Takes a long time (sometimes years) to ...
Lead Generation That Makes Sense for Your Business
• Many different strategies to choose from.
• What makes sense for your...
Brand Awareness
• Banner ads can accomplish
two primary goals
– Local brand awareness
– Lead generation
ThinkSEM Consultin...
Introducing the PPC Platforms:
• Google AdWords
• Bing Ads
• LinkedIn
• Facebook
ThinkSEM Consulting, LLC – Confidential a...
Google AdWords
• Serves ads on Google and their partner network
• Market share
– Google AdWords: 67%
– Bing Ads: 28%
• Pri...
Bing Ads
• Serves ads on both Bing and Yahoo search engines (and AOL
in the near future)
• Primarily a keyword-driven plat...
Pro’s and Con’s of AdWords and Bing Ads
• Pro’s
– Laser-focused (keywords)
– Take back control over Google and Bing (and Y...
LinkedIn
• Demographic-driven platform
• Continuity from audience to
ad copy to landing page
• “Hybrid” ad styles (50x50
p...
Facebook
• Demographic-driven platform
• “Hybrid” ad styles
• B2C
– Personal lines
• Also supports remarketing
ThinkSEM Co...
Pro’s and Con’s of LinkedIn and Facebook
• Pro’s
– Much cheaper traffic
– Demographic control (age, gender, likes, geograp...
Where To Send PPC Visitors?
• The Landing Page
– After we’ve acquired the click, we need to send
visitors to a page where ...
What is a Landing Page?
• Two “Proper” Definitions
– Website:
• Any page a visitor lands/arrives upon, whether from
organi...
Need a Quote?
ThinkSEM Consulting, LLC – Confidential and Proprietary 29
Want to Find an Insurance Agent?
ThinkSEM Consulting, LLC – Confidential and Proprietary 30
Custom Business Solution?
ThinkSEM Consulting, LLC – Confidential and Proprietary 31
Don’t Forget Your Mobile Audience
ThinkSEM Consulting, LLC – Confidential and Proprietary 32
Other Examples of Landing Pages
ThinkSEM Consulting, LLC – Confidential and Proprietary 33
Other Examples of Landing Pages
ThinkSEM Consulting, LLC – Confidential and Proprietary 34
What is NOT a Landing Page?
ThinkSEM Consulting, LLC – Confidential and Proprietary 35
If You Saw That After Clicking an Ad
• You would set the world record for leaving a website!
• I apologize to the Rezin In...
What is Not a Good Landing Page?
ThinkSEM Consulting, LLC – Confidential and Proprietary 37
What is the Worst That Could Happen?
• These environments do not represent the company brand
effectively
• No clear calls-...
Why Landing Pages & Not Website?
• Send PPC visitors to website
– General messaging
– No (specific) message match between ...
Why Landing Pages? (cont.)
• Attention ratio
– Eliminate distractions and keep visitors focused on what
YOU want them to d...
Track Your PPC & Landing Pages
• PPC can be tracked to the penny
– Keywords, ads > conversion > ROI
• Call tracking
– Meas...
Who is Going to Effectively Manage
Our PPC Accounts?
• Outside vendor who has years of experience, is a Google
Partner and...
Debunking PPC Myths
• Buying PPC traffic means we’ll perform better organically
• Higher spend per click = higher ranking
...
Take-Aways
• PPC is the best digital marketing medium
– When done correctly!
• Consistent lead volume
• PPC isn’t for ever...
Take-Aways (cont.)
• Why close rate on non-referral leads and lifetime
value?
– PPC manager can work backwards in determin...
Questions?
ThinkSEM Consulting, LLC – Confidential and Proprietary 46
Thank You!
Clint Danks, Founder & Co-owner of ThinkSEM
clint@thinksem.com
651-200-3831
2277 Highway 36 West, Suite 220
Ros...
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5 Myths About Google Pay-Per-Click Ads Debunked

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5 Myths About Google Pay-Per-Click Ads Debunked

  1. 1. ThinkSEM Consulting, LLC – Confidential and Proprietary 1
  2. 2. Introduction to Pay-Per-Click Marketing and Landing Pages Clint Danks - ThinkSEM ThinkSEM Consulting, LLC – Confidential and Proprietary 2
  3. 3. - Who are we? ThinkSEM • Founded Nov. 1, 2007 • Core Services – Pay-per-click marketing (PPC) – Landing page design & testing – Website design – Search engine optimization (SEO) – Much more…. • Preferred Vendor of TrustedChoice.com • Google Partner • Bing Ads Accredited • 4-time Design Award Winner 3ThinkSEM Consulting, LLC – Confidential and Proprietary
  4. 4. - Who am I? Clint Danks • 12 years’ industry experience • Managed over 20MM in client ad spend • Founder of Minnesota Search Engine Marketing Association (MnSearch) • Advisory Board - MnSearch 4ThinkSEM Consulting, LLC – Confidential and Proprietary
  5. 5. Table of Content Pay-Per-Click (PPC) • What is Pay-Per-Click? • Features and Benefits • How does PPC marketing help your insurance agency? • Introduction to the platforms Landing Pages • What is a landing page? • What is NOT a landing page • Why landing pages? • Tracking PPC and Landing Pages ThinkSEM Consulting, LLC – Confidential and Proprietary 5
  6. 6. What is Pay-Per-Click? • PPC is a model of online marketing wherein advertisers pay when their ads are clicked, essentially buying traffic for a website/landing page. • PPC, also known as CPC (cost-per-click), SEM (search engine marketing), or Paid Search, is an immediately effective way to funnel traffic to a website/landing page. ThinkSEM Consulting, LLC – Confidential and Proprietary 6
  7. 7. Sponsored Search - AdWords • Most noticeably, paid search occurs on search engines (i.e., Google). Ads are triggered by keywords visitors type into the search box. This type of PPC is called Sponsored Search. ThinkSEM Consulting, LLC – Confidential and Proprietary 7
  8. 8. Sponsored Search – Bing Ads • Most noticeably, paid search occurs on search engines (i.e., Google). Ads are triggered by keywords visitors type into the search box. This type of PPC is called Sponsored Search. ThinkSEM Consulting, LLC – Confidential and Proprietary 8
  9. 9. Display Ads/Banners • Advertisers can also opt to have their banner ads appear on related websites. This is called the Display Network. ThinkSEM Consulting, LLC – Confidential and Proprietary 9
  10. 10. Remarketing • Scenario: You visit a car website, researching a new vehicle. Later, you visit weather.com to check the temperature… …and lo and behold, you see a banner ad for the very car dealership you visited earlier. You’ve been remarketed to! • Remarketing is a way for advertisers to get back in front of a previous audience – visitors who didn’t take a desired action on the site – with ads shown on other websites in the Display Network. ThinkSEM Consulting, LLC – Confidential and Proprietary 10
  11. 11. Features and Benefits of PPC • Geo-targeting • Day-parting • Device Targeting • Keyword Control/Relevancy • Demographic Targeting ThinkSEM Consulting, LLC – Confidential and Proprietary 11
  12. 12. Geo-Targeting • Most often, advertisers don’t want their PPC ads to show world- (or even nation) wide. • Geo-targeting allows you to target an audience within a specific geography (whether a country, state, county, DMA, city, zip code or radius target). – Saves money on wasted clicks – visitors outside your desired location. – Efficient use of (tight) budget for local businesses. ThinkSEM Consulting, LLC – Confidential and Proprietary 12
  13. 13. Day-Parting • Day-parting allows advertisers to run ads at certain days of the week or even specific hours of the day. • E.g., most B2B businesses are better off serving ads during hours of operation vs. weekends. ThinkSEM Consulting, LLC – Confidential and Proprietary 13
  14. 14. Device Targeting • Two ways to target audience by device: – Desktop/laptop + tablets – Smartphones • Why target this way? – Different activity levels/needs depending on device – Varying experience based on size of screen, etc. ThinkSEM Consulting, LLC – Confidential and Proprietary 14
  15. 15. Keyword Control & Relevancy • Sponsored search PPC’s entire model is built around keywords – Ads only show for relevant queries (Sponsored Search) • Account Management – Keywords organized in niched groups – Ad copy written specifically to those keywords – Ads link directly to landing pages that match copy’s message ThinkSEM Consulting, LLC – Confidential and Proprietary 15
  16. 16. Demographic Targeting (Display Network) • Reach the right audience segment by targeting specific demographics – Age – Gender – Parental Status – Job title – Household income – Interests ThinkSEM Consulting, LLC – Confidential and Proprietary 16
  17. 17. How does pay-per-click marketing help your agency? • SEO is a long-term endeavor – Takes a long time (sometimes years) to “ramp up” – “Free” (if in-house) but very time-intensive • PPC is immediately effective – Click “enable” and ads start showing – Allows greater flexibility • Keyword targeting • Volume of traffic/leads • Easily target by device/demographics/location ThinkSEM Consulting, LLC – Confidential and Proprietary 17
  18. 18. Lead Generation That Makes Sense for Your Business • Many different strategies to choose from. • What makes sense for your business? • Highest profit insurance lines? • Volume? • Branding? ThinkSEM Consulting, LLC – Confidential and Proprietary 18
  19. 19. Brand Awareness • Banner ads can accomplish two primary goals – Local brand awareness – Lead generation ThinkSEM Consulting, LLC – Confidential and Proprietary 19
  20. 20. Introducing the PPC Platforms: • Google AdWords • Bing Ads • LinkedIn • Facebook ThinkSEM Consulting, LLC – Confidential and Proprietary 20
  21. 21. Google AdWords • Serves ads on Google and their partner network • Market share – Google AdWords: 67% – Bing Ads: 28% • Primarily a keyword-driven platform • Multiple ad types/delivery methods – Text ads for Sponsored Search – Text and/or banner ads for Display Network ThinkSEM Consulting, LLC – Confidential and Proprietary 21
  22. 22. Bing Ads • Serves ads on both Bing and Yahoo search engines (and AOL in the near future) • Primarily a keyword-driven platform • Less competition • Cheaper cost-per-click (CPC) • More flexibility with campaigns/ad groups ThinkSEM Consulting, LLC – Confidential and Proprietary 22
  23. 23. Pro’s and Con’s of AdWords and Bing Ads • Pro’s – Laser-focused (keywords) – Take back control over Google and Bing (and Yahoo) • Con’s – Account size can become very, very large and difficult to manage • 1000’s of keywords • 100’s of ads – Can get expensive if not managed correctly ThinkSEM Consulting, LLC – Confidential and Proprietary 23
  24. 24. LinkedIn • Demographic-driven platform • Continuity from audience to ad copy to landing page • “Hybrid” ad styles (50x50 pixel image and text) • B2B – Commercial lines – Vs. Facebook (B2C) ThinkSEM Consulting, LLC – Confidential and Proprietary 24
  25. 25. Facebook • Demographic-driven platform • “Hybrid” ad styles • B2C – Personal lines • Also supports remarketing ThinkSEM Consulting, LLC – Confidential and Proprietary 25
  26. 26. Pro’s and Con’s of LinkedIn and Facebook • Pro’s – Much cheaper traffic – Demographic control (age, gender, likes, geography, etc.) • Con’s – Ads can experience “fatigue” over time. • Same ads served to the same audience over and over. • Need to have a many different creatives in order to avoid going stale. ThinkSEM Consulting, LLC – Confidential and Proprietary 26
  27. 27. Where To Send PPC Visitors? • The Landing Page – After we’ve acquired the click, we need to send visitors to a page where they have a much better chance of turning into a lead/client. ThinkSEM Consulting, LLC – Confidential and Proprietary 27
  28. 28. What is a Landing Page? • Two “Proper” Definitions – Website: • Any page a visitor lands/arrives upon, whether from organic listing, referral or direct traffic. – Paid Search: • A standalone, custom page built for the sole purpose of converting paid traffic. ThinkSEM Consulting, LLC – Confidential and Proprietary 28
  29. 29. Need a Quote? ThinkSEM Consulting, LLC – Confidential and Proprietary 29
  30. 30. Want to Find an Insurance Agent? ThinkSEM Consulting, LLC – Confidential and Proprietary 30
  31. 31. Custom Business Solution? ThinkSEM Consulting, LLC – Confidential and Proprietary 31
  32. 32. Don’t Forget Your Mobile Audience ThinkSEM Consulting, LLC – Confidential and Proprietary 32
  33. 33. Other Examples of Landing Pages ThinkSEM Consulting, LLC – Confidential and Proprietary 33
  34. 34. Other Examples of Landing Pages ThinkSEM Consulting, LLC – Confidential and Proprietary 34
  35. 35. What is NOT a Landing Page? ThinkSEM Consulting, LLC – Confidential and Proprietary 35
  36. 36. If You Saw That After Clicking an Ad • You would set the world record for leaving a website! • I apologize to the Rezin Insurance Group  ThinkSEM Consulting, LLC – Confidential and Proprietary 36
  37. 37. What is Not a Good Landing Page? ThinkSEM Consulting, LLC – Confidential and Proprietary 37
  38. 38. What is the Worst That Could Happen? • These environments do not represent the company brand effectively • No clear calls-to-action (or far too many) • No leads • Most importantly…wasted marketing dollars! • And a bad attitude towards pay-per-click – “Pay-per-click doesn’t work” ThinkSEM Consulting, LLC – Confidential and Proprietary 38
  39. 39. Why Landing Pages & Not Website? • Send PPC visitors to website – General messaging – No (specific) message match between keyword/ad copy/landing page – Multiple goals on website – Too many distractions • Send visitors to specific landing page – Page designed for specific purpose (1 or 2 goals) – Minimal distractions – Message match/continuity ThinkSEM Consulting, LLC – Confidential and Proprietary 39
  40. 40. Why Landing Pages? (cont.) • Attention ratio – Eliminate distractions and keep visitors focused on what YOU want them to do (convert). • Conversion improvement – Click to trackable lead (form or phone call) – Maximize ability to convert click into lead • Isolated testing environment – Messaging, imagery and form length ThinkSEM Consulting, LLC – Confidential and Proprietary 40
  41. 41. Track Your PPC & Landing Pages • PPC can be tracked to the penny – Keywords, ads > conversion > ROI • Call tracking – Measure every phone call • Forms – Capture lead info – Pre-qualify • Google Analytics – Free platform; robust ThinkSEM Consulting, LLC – Confidential and Proprietary 41
  42. 42. Who is Going to Effectively Manage Our PPC Accounts? • Outside vendor who has years of experience, is a Google Partner and has case studies. • Improve account efficiency over time – Negative terms – Test ad copy – Eliminate “dead weight” keywords/ads ThinkSEM Consulting, LLC – Confidential and Proprietary 42
  43. 43. Debunking PPC Myths • Buying PPC traffic means we’ll perform better organically • Higher spend per click = higher ranking • Top position = top results • Bidding on keywords I already organically “rank” well for is a waste of money • Click fraud • Custom landing pages = waste of money (I already have a website) ThinkSEM Consulting, LLC – Confidential and Proprietary 43
  44. 44. Take-Aways • PPC is the best digital marketing medium – When done correctly! • Consistent lead volume • PPC isn’t for everyone • Before you start pay-per-click marketing: – Know your agency close rate on non-referral leads. – Know your average lifetime value for each client. ThinkSEM Consulting, LLC – Confidential and Proprietary 44
  45. 45. Take-Aways (cont.) • Why close rate on non-referral leads and lifetime value? – PPC manager can work backwards in determining the following: • Monthly ad spend budget • Optimal cost-per-click (by given insurance line) • Estimated lead volume/month • Forecast accurate return-on-ad-spend! ThinkSEM Consulting, LLC – Confidential and Proprietary 45
  46. 46. Questions? ThinkSEM Consulting, LLC – Confidential and Proprietary 46
  47. 47. Thank You! Clint Danks, Founder & Co-owner of ThinkSEM clint@thinksem.com 651-200-3831 2277 Highway 36 West, Suite 220 Roseville, MN 55113 ThinkSEM Consulting, LLC – Confidential and Proprietary 47

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