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Intro to Pay-Per-Click (PPC) Marketing - HawkEye Search Marketing

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HawkEye Search Marketing PPC Presentation for ARSCI Convention - September 10, 2008

Published in: Business, Technology

Intro to Pay-Per-Click (PPC) Marketing - HawkEye Search Marketing

  1. 1. Pay-Per-Click (PPC) Marketing Cheryl Freiburg - President Alison Ganz – Director, Marketing & Strategy
  2. 2. HawkEye Search Marketing <ul><li>Boutique Pay-Per-Click (PPC) Marketing Agency </li></ul><ul><li>Services Include: </li></ul><ul><ul><li>PPC Campaign Set-up & Management </li></ul></ul><ul><ul><li>Audits on existing PPC accounts </li></ul></ul><ul><ul><li>Optimization & “Restructure” of Existing PPC Accounts to maximize performance </li></ul></ul><ul><ul><li>Landing Page Consulting </li></ul></ul><ul><ul><li>PPC Training Sessions </li></ul></ul>
  3. 3. What is PPC? <ul><li>Pay per click ( PPC ) is an Internet advertising model used on search engines , advertising networks , and content websites , such as blogs , where advertisers only pay when a user actually clicks on an advertisement to visit the advertisers' website. Advertisers bid on keyword phrases relevant to their target market . </li></ul><ul><li>Source: Wikipedia (http://en.wikipedia.org/wiki/Pay_per_click) </li></ul>
  4. 4. What is PPC? This is NOT PPC
  5. 5. Also NOT PPC
  6. 6. Google SERP – S earch E ngine R esults P age PPC PPC Organic
  7. 7. Yahoo! SERP – S earch E ngine R esults P age Organic PPC PPC
  8. 8. Live Search (MSN) SERP – S earch E ngine R esults P age PPC PPC Organic
  9. 9. This is also PPC…. Content Targeting
  10. 10. And this…. Content Targeting
  11. 11. PPC Results are generated by Keywords that an advertiser has deemed relevant to their website by “bidding” on those Keywords $1.50 home cleaning services san diego $1.11 home cleaning service san diego $1.35 home cleaning services $1.25 home cleaning service $1.00 maids san diego $1.00 maid san diego $2.00 cleaning services san diego $2.00 cleaning service san diego $1.80 house cleaning services $1.80 house cleaning service $1.70 maid services $0.70 maid service $1.35 maids $1.50 maid $1.45 cleaning service $1.75 cleaning services $2.50 house clean $2.50 house cleaning Max Bid Keyword
  12. 12. cleaning services $1.75 Keyword Bid Targeted ad copy Targeted Landing Page How PPC Works
  13. 13. Keyword
  14. 14. What are the Benefits of PPC?
  15. 15. Yellow Pages <ul><li>Pros: </li></ul><ul><ul><li>Locally targeted </li></ul></ul><ul><ul><li>Large audience – 13.4 Billion YP “references” in 2007 (source: Knowledge Networks, SRI) </li></ul></ul><ul><ul><li>Qualified audience – People only open up the YP if they have an intent to purchase </li></ul></ul><ul><ul><li>Relatively easy to use </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>Expensive – Can spend thousands on a tiny ad </li></ul></ul><ul><ul><li>Fixed cost </li></ul></ul><ul><ul><li>Can’t “optimize” ad once it is published </li></ul></ul><ul><ul><li>One ad per year </li></ul></ul><ul><ul><li>Stressful deadlines </li></ul></ul><ul><ul><li>Can’t leverage seasonal promotional messaging </li></ul></ul><ul><ul><li>Difficult to track performance </li></ul></ul>
  16. 16. PPC addresses the “Cons” of Yellow Pages <ul><li>PPC </li></ul><ul><ul><li>YOU set the budget based on your own needs </li></ul></ul><ul><ul><li>Variable cost </li></ul></ul><ul><ul><li>Can continuously optimize ad based on performance </li></ul></ul><ul><ul><li>Multiple, targeted ads </li></ul></ul><ul><ul><li>Launch campaign when YOU want </li></ul></ul><ul><ul><li>Can leverage seasonal promotional messaging </li></ul></ul><ul><ul><li>100% Trackable </li></ul></ul><ul><li>Yellow Pages - Cons </li></ul><ul><ul><li>Expensive </li></ul></ul><ul><ul><li>Fixed cost </li></ul></ul><ul><ul><li>Can’t “optimize” ad once it’s published </li></ul></ul><ul><ul><li>One ad per year </li></ul></ul><ul><ul><li>Stressful deadlines </li></ul></ul><ul><ul><li>Can’t leverage seasonal promotional messaging </li></ul></ul><ul><ul><li>Difficult to track performance </li></ul></ul>
  17. 17. Why PPC?
  18. 18. Why PPC? <ul><li>Local targeting – “Geo-targeting” </li></ul><ul><li>GIANT audience – Almost 12 Billion US Searches conducted in July alone, that translates to approximately 140+ Billion US Searches each year! </li></ul><ul><li>(source: comScore, 2008) </li></ul><ul><li>Can be used to “test drive” keywords before committing them the SEO (Search Engine Optimization) strategy </li></ul><ul><li>Can be used to test “interest” of a new product or service </li></ul><ul><li>Pay only for “targeted interest” – Every click can be viewed as a potential sale </li></ul><ul><li>Go Green – No paper wasted! </li></ul>
  19. 19. How to Get Started <ul><li>Allocate resources </li></ul><ul><ul><li>In-house or agency </li></ul></ul><ul><li>Set aside a PPC budget </li></ul><ul><li>Establish baseline & goals </li></ul><ul><ul><li>Track current (pre-PPC) lead volume in order to determine if PPC is increasing leads to company </li></ul></ul><ul><li>Learn, learn, learn! </li></ul>
  20. 20. Educate - Free Tutorials <ul><li>Google AdWords http://www.google.com/adwords/learningcenter/ </li></ul><ul><li>Yahoo Search Marketing http://help.yahoo.com/l/us/yahoo/ysm/sps/index.html </li></ul><ul><li>Microsoft adCenter http://advertising.microsoft.com/microsoft-adcenter/faqs </li></ul>
  21. 21. Setting Up Your Own Campaign <ul><li>New to PPC? Test with Google </li></ul><ul><ul><li>http://adwords.google.com </li></ul></ul>
  22. 22. Google AdWords <ul><li>Google’s set-up wizard will walk you through the process </li></ul>
  23. 23. Organizing Your Campaign <ul><li>Guides campaign set-up to help: </li></ul><ul><ul><li>Select keywords </li></ul></ul><ul><ul><li>Group keywords </li></ul></ul><ul><ul><li>Write ad copy </li></ul></ul><ul><ul><li>Target ads locally </li></ul></ul>
  24. 24. Some Tips – Keep It Relevant! <ul><li>Keywords </li></ul><ul><ul><li>Select only keywords that make sense and will bring you qualified web traffic </li></ul></ul><ul><ul><li>Find keywords on your site, your competitors, thesaurus, search suggestion tools </li></ul></ul><ul><ul><ul><li>https:// adwords.google.com/select/KeywordToolExternal </li></ul></ul></ul><ul><ul><ul><li>http://adlab.microsoft.com/Keyword-Search.aspx </li></ul></ul></ul><ul><ul><ul><li>http:// freekeywords.wordtracker.com / </li></ul></ul></ul><ul><li>Ad Copy </li></ul><ul><ul><li>include keywords in the title & description </li></ul></ul><ul><li>Landing Pages </li></ul><ul><ul><li>Make sure you reinforce your ad copy and keywords by taking them to a relevant page on your site </li></ul></ul>
  25. 25. Examples of Relevancy
  26. 27. Examples of Relevancy
  27. 28. Bad Relevancy Free Delivery? No pink roses?
  28. 29. Keyword: “green maid service”
  29. 31. Is Your Web Site Ready for PPC? <ul><li>Must have’s: </li></ul><ul><ul><li>Good tracking software </li></ul></ul><ul><ul><ul><li>Google Analytics (free) http://www.google.com/analytics/ </li></ul></ul></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><ul><li>Lead Generation </li></ul></ul></ul><ul><ul><ul><ul><li>Easy to fill out online contact forms? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>PPC (or online) targeted phone numbers? </li></ul></ul></ul></ul><ul><ul><li>Consumer-ready web site </li></ul></ul><ul><ul><ul><li>Easy to navigate </li></ul></ul></ul><ul><ul><ul><li>Topic-specific landing pages </li></ul></ul></ul>
  30. 32. Example: Floods 4 Less <ul><li>Similarities </li></ul><ul><li>Lead Generation </li></ul><ul><li>Variety of Services & Customer Needs </li></ul><ul><li>Contact Form & Phone Number </li></ul>
  31. 33. Service
  32. 34. Service
  33. 36. Final Thoughts <ul><li>Educate yourself on PPC </li></ul><ul><li>Determine your company’s needs & goals </li></ul><ul><li>Ok to test small & build on success </li></ul><ul><li>Keep it relevant throughout the process – from keywords to ad copy to your landing page – make it easy for the customer </li></ul><ul><li>Re-invest part of your PPC profits back into your campaigns </li></ul><ul><li>Allocate resources to support your campaign – constantly changing PPC atmosphere </li></ul>
  34. 37. HawkEye Search Marketing <ul><li>Want a copy of this presentation? </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul><ul><li>Q&A </li></ul>

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