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Best Value From Web Advertisin

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Paul Tansey at Intergage presents Intergage at a Business Link events on getting the best value for your businesses web advertising

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Best Value From Web Advertisin

  1. 1. Best Value Web Advertising Introduction Paul Tansey www.intergage.co.uk Poole & Southampton Intergage provides functional yet elegant, search engine friendly and updateable Web sites for the small or medium sized businesses. Typical prices are £1,500-£5,000.
  2. 2. Best Value Web Advertising Agenda • What is Web Advertising? • What can Web Advertising do for my business? • Why Web Advertising works • Web Advertising in action • How to advertise… • Top Tips • Return On Investment
  3. 3. Best Value Web Advertising What Is Web Advertising? • Banner Advertising • Directory advertising • Pay-per-click (PPC) advertising (“sponsoring” key phrases)
  4. 4. Best Value Web Advertising What Can Web Advertising Do For My Business? • Get you found by your audience & get your message delivered • Deliver lowest cost lead generation/ customer acquisition • Complement your “Natural” search engine results • Generate near instant results • Help you market a new site or previously un-marketed site • Opportunistic marketing and product promotions • Deliver an outstanding return on investment compared to traditional advertising techniques
  5. 5. Best Value Web Advertising Why Web Marketing Works
  6. 6. Best Value Web Advertising Pay Per Click Vs “Natural” Search Engine Results
  7. 7. Best Value Web Advertising Pay Per Click Vs “Natural” Search Engine Results
  8. 8. Best Value Web Advertising Directories dominate “Natural” Search Engine Results
  9. 9. Best Value Web Advertising Pay Per Click Vs “Natural” Search Engine Results
  10. 10. Best Value Web Advertising Web Advertising In Action
  11. 11. Best Value Web Advertising All these results are sponsored… For a free, no-obligation initial consultation about your next site Call 01202 680400 or visit www.intergage.co.uk
  12. 12. Best Value Web Advertising …and here
  13. 13. Best Value Web Advertising …and here
  14. 14. Best Value Web Advertising …and here …and over here
  15. 15. Best Value Web Advertising PPC Advertising can guarantee to get you in the top 3 here Or over here…
  16. 16. Best Value Web Advertising All of these results are sponsored links
  17. 17. Best Value Web Advertising All these …and these
  18. 18. Best Value Web Advertising Only these results aren’t Ads
  19. 19. Best Value Web Advertising How To Go About PPC Advertising
  20. 20. Best Value Web Advertising
  21. 21. Best Value Web Advertising UK Turf Occupied By Gangs
  22. 22. Best Value Web Advertising http://searchmarketing.yahoo.co.uk Click here
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  24. 24. Best Value Web Advertising Yahoo Search Marketing Research Tools • Is there an on-line demand for what you do? • How big is it/ where is it? • What exactly is your potential audience looking for? • What will reaching the audience cost? • What messages will I use? • Establish KPIs based on visitors, conversion rates, costs & profits
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  29. 29. Best Value Web Advertising How Google AdWords Refined The Process Up until Summer 2005 Bid Per Click CTR Score Ranking C Advertiser A £0.10 £0.20 4% 1% 40 20 1 Advertiser B £0.19 2% 38 2 A Advertiser C £0.20 £0.10 1% 4% 20 40 3
  30. 30. Best Value Web Advertising The latest refinement… Quality Score “The quality score is determined by the keyword’s click through rate (CTR), relevance of Ad text, historical keyword performance and other relevancy factors” “CTR is still the predominant factor”. Richard Holden, Google Quality score is critical to your ROI. Therefore these 4 key factors are critical to your success. 1. CTR 2. Relevance of Ad text 3. Historical Keyword Performance 4. “Other relevancy factors…”
  31. 31. Best Value Web Advertising Quality Score (cont…) “Other Relevancy Factors…” Understand Google’s passion for relevancy. A Googlebot will visit your site within 30 seconds of placing an Ad, so it would seem that they are checking landing pages for what they deem good Web practice (relevance to keyword, Ad, lack of pop-ups etc..). Ensuring a quality experience for their users and weeding out the bad guys… www.google.co.uk/webmasters/guidelines.html
  32. 32. Best Value Web Advertising Quality Score (cont…) Advertiser Max CPC Quality Score Rank No. Position Min. Bid Actual CPC A £0.40 1.8 0.72 1 £0.04 £0.37 B £0.65 1 0.65 2 £0.05 £0.39 C £0.25 1.5 0.38 3 £0.04 £0.04 Advertiser A’s actual CPC is worked out as 1p more than required to stay ahead of Advertiser B. In this example we look at Advertiser B’s Rank no. and divide this by advertiser A’s quality score. .65/1.8 =.36 + 1p = 37p In the real world we don’t get to see our quality scores…
  33. 33. Best Value Web Advertising Typical Concerns • This could bankrupt me! • Can my competitors cost me money? • What kind of conversion rates can I expect?
  34. 34. Best Value Web Advertising Top Tips - General • Find a minimum of 30 or 40 phrases/ key words (better 100-200) • Ugly Advertising – don’t pay for the wrong traffic • Deep Linking – take a customer to the most relevant page • Why not create the pages your audience wants rather than the pages you want to create? • Make sure your site is worth advertising! • A customer has a lifetime value
  35. 35. Best Value Web Advertising Realistic Expectations • Researchers vs. Buyers
  36. 36. Best Value Web Advertising Top Tips - Capturing The Click • Use the exact query in the title and description • Offer product information, prices, comparisons and reviews • Trusted brand names and vendors • Make it clear you sell on line • Incentives – promises of discounts, free shipping
  37. 37. Best Value Web Advertising Top Tips - Copy Writing • Turn down the hyperbole/ “marketese” • Punctuate sensibly • Differentiate yourself • Remember that the viewer thinks they are looking at a search engine
  38. 38. Best Value Web Advertising Top Tips – Converting Traffic • Ensure page content matches key phrases • Clear concise navigation to related supporting sales information • Clear calls to action on every page where people will see them • Offer an incentive to do it now
  39. 39. Best Value Web Advertising Managing & Monitoring Results • Track leads and enquiries • Monitor conversion rates • Monitor profits • Calculate ROI and aim to improve upon it • Constantly monitor and refine messages
  40. 40. Best Value Web Advertising Summary • Find out what demand there is that you can supply • Create pages that match the demand • Find cost effective phrases to sponsor • Market the pages using natural and PPC advertising techniques • Use Web Advertising like a tap – turn it on and off as required • Monitor your ROI and keep honing messages and phrases to achieve maximum return

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