Say What


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A presentation to the Eureka Springs Chamber about common terms in internet advertising and what to do with leads.

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Say What

  1. 1. SAY WHAT? WHAT IS ALL THIS STUFF ONLINE ANYWAY? Presented by Jacqueline Wolven
  2. 2. Too Many Ideas – Say What? What is Pay Per Click?  What is an impression?  How much is a lead worth?  What Happens to your leads?  Small price great benefit! 
  3. 3. What is Pay Per Click? Wikipedia Says: “An Internet advertising model  used on search engines, advertising networks, and content sites, such as blogs, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system.”
  4. 4. What Is Pay Per Click? Websites that utilize PPC ads will display an  advertisement when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content. Such advertisements are called sponsored  links or sponsored ads, and appear adjacent to or above organic results on search engine results pages, or anywhere a web developer chooses on a content site.
  5. 5. What Is Pay Per Click? Although many PPC providers exist, Google  AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the three largest network operators, and all three operate under a bid-based model. Cost per click (CPC), varies depending on the  search engine and the level of competition for a particular keyword.
  6. 6. What is an Impression? Sometimes called a view or an ad view, is a  term that refers to the point in which an ad is viewed once by a visitor, or displayed once on a web page.
  7. 7. What is an Impression? An impression is an estimate of the number of  people a particular advertisement is reaching, and may be counted in different ways depending upon the way the ad is situated on the page, as well as the number of times the web page where the ad appears is shown.
  8. 8. What is an Impression Ad reports list the number of total times of  impression of the ad, which basically counts the number of times that the ad was served by the search engine when the keywords that the ad is connected to were searched for.
  9. 9. How Much is a Lead Worth? If you are paying $250 a year for an online ad  and you are receiving 5000 leads a year - consider the following: Would you have been able to generate those • leads yourself? How many of those leads are translating into • sales?
  10. 10. What Happens to your Leads? You have a number of lead generators –  CAPC, Chamber, other associations, marketing what are you doing with them and what are some of your options?
  11. 11. Email Marketing Using Constant Contact you can create a  custom, low cost branded email that you can send to your leads. Sending them a monthly “hello” can continue  their interest in you Cost: $15 - $30 a month 
  12. 12. Cooperative Marketing Choose two other businesses that your current  customers might like and do a cooperative marketing piece. Direct mail  Email marketing  Cost – depends on effort, but cost is split three  ways
  13. 13. Packages Three options creates a package!  Select a dining, lodging, attraction, or retail  option to package your marketing efforts. This adds value and shares the cost of the  marketing effort. Ideas:  Girls shopping, family fun, couples get away! • Honeymoon, anniversary, wedding party! •
  14. 14. Automatic Response If you are short on time you can set up a direct  mail campaign and email campaign to run pretty automatically. Check with Constant Contact and Quantum Mail – both inexpensive and easy to use.
  15. 15. Small Price Great Benefit $250 for a banner ad – generating 100 leads a  week allows you the opportunity to send your message inexpensively to people who are already interested in the area. If you are prepared to do a little extra work you  could positively impact your bottom line for a very small investment.