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Why Paid Search Isn't Just For Big Budgets

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We like big budgets and we cannot lie! However it's not always the case that the companies who spend the most get the best results with paid search and that's what we hope to prove with these slides. By looking at lots of different platforms we've tried to find the best option for each budget and your campaign goals.

For more on what we do visit http://www.koozai.com

Published in: Business, Technology, Design
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Why Paid Search Isn't Just For Big Budgets

  1. 1. By Mike Essex@Koozai_MikeWHY PAID SEARCHISN’T JUST FOR BIG BUDGETS
  2. 2. Even Big Brands havegrowing painswith Paid Search
  3. 3. But this represents agrowing opportunityfor everyone else
  4. 4. Average Position 1.8(£1.49 CPC)CLICK RATECASE STUDYAverage Position 2.3(£2.48 CPC)Average Position 3.7(£2.59 CPC)Source: KoozaiCPCPOSITION
  5. 5. Average Position 1.8(£1.49 CPC)CLICK RATECASE STUDYAverage Position 2.3(£2.48 CPC)Average Position 3.7(£2.59 CPC)CPCPOSITIONSource: Koozai
  6. 6. WHAT SHOULDI ADVERTISE?
  7. 7. LeadGenerationBrandAwarenessWHAT’S THE GOAL?ContentPromotion Sales
  8. 8. LeadGenerationBrandAwarenessWHAT’S THE GOAL?ContentPromotion Sales
  9. 9. ContentSalesWHAT WILL IT COST?LeadsBrand
  10. 10. ContentSalesWHAT WILL IT COST?LeadsBrand
  11. 11. Sales(AdWords, PLA’s, Bing)MATCH CHANNELS TOEACH GOAL
  12. 12. PAID SEARCH FOR:BRAND AWARENESS
  13. 13. FacebookAdvertisingAvg CPC: £0.52 ($0.80)Avg CTR: 0.051%Source: WordStream
  14. 14. TYPES OFFACEBOOK ADVERTSStandard AdsBest for brandingSponsored StoriesBest for likes of your pagePromoted PostsBest for content promotionExternal AdvertsBest for driving new web visitors
  15. 15. Twitter AdvertisingAvg CPC: £0.65 ($1)BUT £5,000 minimum spendSource: Hallme
  16. 16. TYPES OFTWITTER ADVERTSPromoted TweetsBest for driving new web visitorsPromoted AccountsBest for new followersPromoted TrendsBest for newsjacking / PR
  17. 17. Google AdWordsDisplay NetworkAvg CPC: £0.12 ($0.19)Avg CTR: 0.4%Avg Conversion Rate: 4.68%Sources: Periscopix, Search Engine Watch, Wordstream
  18. 18. WHY ADVERTISELIKE THIS?
  19. 19. WHEN YOU COULDADVERTISE LIKE THIS:
  20. 20. WHEN YOU COULDADVERTISE LIKE THIS:Source: Google
  21. 21. Google AdWordsSearch NetworkAvg CPC: £0.54 ($0.84)Avg CTR: 2.9%Avg Conversion Rate: 3.4%Source: Hochman Consultants
  22. 22. YOUR BRAND ISVULNERABLE
  23. 23. YouTube AdvertisingAvg CPC: £0.18 ($0.28*)* In-stream AdvertisingSource: Search Engine Journal
  24. 24. TYPES OFYOUTUBE ADVERTSDisplay AdsCheapest for brandingTrueView In-StreamBest for brand messagingTrueView In-SearchBest for content promotionHomepage RedzoneGreat if you have £150,000+ spare
  25. 25. PAID SEARCH FOR:CONTENT PROMOTION
  26. 26. OutbrainAvg CPC: £0.10 ($0.15)Avg CTR: 0.15% - 0.18%Source: OutBrain
  27. 27. WOULD YOU LIKE TOGET SEEN ON…
  28. 28. Zemanta£3.25 - £16.20 ($5 - $25) per linkAvg CPC: £0.04 ($0.06)Avg CTR: 6.4%Minimum £32.23 ($50) per daySource: SEOmoz / Zemanta
  29. 29. Source: Zemanta
  30. 30. StumbleUponPaid DiscoveryAvg CPC: £0.06 ($0.10)Source: StumbleUpon
  31. 31. Source: StumbleUpon
  32. 32. Source: StumbleUpon
  33. 33. PAID SEARCH FOR:LEAD GENERATION
  34. 34. Google AdWordsRemarketingAverage CPC: £0.40 ($0.62)Average CTR: 0.18%Source: Periscopix
  35. 35. MAKE IT PERSONAL
  36. 36. RETARGETED CUSTOMERS AREMORE LIKELY TO COMPLETE APURCHASESource: Criteo
  37. 37. LinkedInAvg CPC: £1.80 ($2.78)Avg CTR: 0.057%Source: The College Startup
  38. 38. SlideShareSilver PlanCosts: £19 / $19 a month
  39. 39. USE CRO TO CONVERTMORE VISITORSFREEWhitepaperkooz.ai/CRO-whitepaper
  40. 40. PAID SEARCH FOR:INCREASING SALES
  41. 41. Bing AdsAvg CPC: £0.69 ($1.07)Avg CTR: 2.5%Source: Hochman Consultants, Search Engine Land
  42. 42. Source: Search Engine Land
  43. 43. Source: Search Engine Land
  44. 44. Google AdWordsProduct Listing AdsAvg CPC: £0.20 ($0.31)Source: CPC Strategy
  45. 45. Source: CPC Strategy
  46. 46. Google AdWordsSearch NetworkAvg CPC: £0.54 ($0.84)Avg CTR: 2.9%Avg Conversion Rate: 3.4%Source: eMarketer
  47. 47. DON’T TRUSTBROAD MATCHTennis ShoesRed Tennis ShoesTennis ShoesFor MenFree TennisShoesRed Tennis ShoesFree Tennis ShoesRunning ShoesShoes For TennisRunning SneakersExact Match Phrase Match Broad Match
  48. 48. USENEGATIVE KEYWORDSTennisShoes,Shoes forTennis,Men’s TennisShoes,Red,Free,Running,Sneakers,Sneaker,PositiveKeywordsNegativeKeywords
  49. 49. LandingPageClickThroughRateAccountHistoryRelevancyFactorsAdRelevancyKeywordRelevancyQUALITY SCORE
  50. 50. ROTATE ADVERTSEVENLY
  51. 51. MORE TIPSkooz.ai/PPC-whitepaperFREEWhitepaper
  52. 52. If All Else Fails?Spy On The Competition!
  53. 53. SPY ON COMPETITORS
  54. 54. SPY ON COMPETITORS
  55. 55. THANK YOU FOR LISTENING@Koozai_Mikemike.essex@koozai.com0845 485 1262koozai.com
  56. 56. IMAGE SOURCES2 - © Randomskk http://www.flickr.com/photos/randomskk/859771287/3 - © bzyxx - Fotolia.com4 - http://online.wsj.com/article/SB10001424052702304192704577406 394017764460.html5 - http://www.autoevolution.com/news/general-motors-returns-to-facebook-after-embarrassing-split-57765.html6 - http://blogs.hbr.org/cs/2013/03/did_ebay_just_prove_that_paid.html7/8 - http://www.dealcafe.com/funnies/searchgame.html14 - © dimdimich - Fotolia.com40 - http://thenextweb.com/apps/2010/08/18/zemanta-now-available-for-wordpress-com-blogs-your-blog-content-just-got-infinitely-better/61 - http://www.cpcstrategy.com/blog/2013/02/google-shoppings-how-product-listing-ads-plas-stole-christmas/72 - http://commons.wikimedia.org/wiki/File:Pennies.jpg
  57. 57. REFERENCES11/12 - http://www.koozai.com/blog/pay-per-click-ppc/ppc-click-rate-study-how-click-rate-deteriorates-depending-on-ranking/21 - http://www.wordstream.com/articles/facebook-vs-google-display-network23 - http://www.hallme.com/blog/twitter-advertising-for-small-business-part-1-how-it-works/25/46 - http://www.periscopix.co.uk/blog/latest-2011-google-display-network-benchmarks/25 - http://www.searchenginewatch.com/article/2220372/How-Google-Rakes-In-Over-100-Million-in-Search-Advertising-Daily-Infographic25 - http://www.wordstream.com/articles/facebook-vs-google-display-network28 - http://www.google.com/adwords/watchthisspace/case-studies/airbnb/)29 - http://www.hochmanconsultants.com/articles/je-hochman-benchmark.shtml32 - http://www.searchenginejournal.com/youtube-channel-experiment/22322/35 - http://www.outbrain.com/help/amplify39 - http://www.seomoz.org/q/zemanta-pricing41 - http://www.zemantamedia.com/smedia/files/zemanta_sixestate_casestudy.pdf42 - https://www.stumbleupon.com/pd/index/about43/44 - http://www.stumbleupon.com/ads/blog/case-study-startup-launches-with-paid-discovery/
  58. 58. REFERENCES48 - http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf49 - http://www.thecollegestartup.com/linkedin-advertising/56 - http://www.hochmanconsultants.com/articles/je-hochman-benchmark.shtml56 - http://www.searchengineland.com/new-ppc-report-bing-ads-vs-adwords-in-6-us-verticals-15222957/58 - http://www.searchengineland.com/new-ppc-report-bing-ads-vs-adwords-in-6-us-verticals-15222959 - http://www.cpcstrategy.com/blog/2013/02/google-shopping-vs-amazon-product-ads/61 - http://www.cpcstrategy.com/blog/2013/02/google-shoppings-how-product-listing-ads-plas-stole-christmas/62 - http://www.emarketer.com/Article/Paid-Search-Clickthrough-Rates-Up-Year-Over-Year/100879165 - http://www.stormmarketing.com/blog/wp-content/uploads/2010/12/Google-Quality-Score-Diagram.jpg
  59. 59. THANK YOU FOR LISTENING@Koozai_Mikemike.essex@koozai.com0845 485 1262koozai.com

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