Pay Per Click Advertising Campaign Management from TheSeoPortal.com

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TheSeoPortal.com offer PPC Advertising. We can manage and optimize your PPC Search Engine Marketing campaigns.Quality Traffic and Low Bid Prices Equal A Better ROI! Put the Pieces Together and Maximize Your Online Promotional Investment.

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Pay Per Click Advertising Campaign Management from TheSeoPortal.com

  1. 1. Pay-Per-Click Advertising How to Maximize the Return from Each Click-through Presented by : TheSeoPortal PPC Advertising Team Visit us : http://www.theseoportal.com
  2. 2. Agenda • Definition • Why Advertise? • ROI • Key Elements • Resources • Q&A
  3. 3. What is Pay-Per-Click According to MarketingTerms.com.. “Pay-Per-Click is an online advertising payment model in which payment is based solely on qualifying click-throughs.”
  4. 4. How Does it Work? • Bid on relevant keywords • Advertising engine displays your text ad on their results page or network of web sites • You only pay when people click
  5. 5. Why Advertise? • Get instant visibility • Cost to enter is small • Track ROI
  6. 6. Who Are the Major Players? • Google • Yahoo • MSN • Find What • Ask Jeeves/Teoma
  7. 7. Google • Keyword Targeted CPC (Cost Per Click) • More Clicks, Better Results • You set max per keyword and budget • Track Results – Conversion Tracker • Ads appear on Google.com • Google content network via Adsense program
  8. 8. Yahoo Sponsored Search (Formerly Overture) • Bid on keywords (auction format) • Highest bidder gets highest placement on the page • Yahoo, MSN, Altavista, CNN, Infospace • Yahoo Publishers Network Content Match (Beta)– Like Google Adsense
  9. 9. MSN • Text Ads Limited to MSN, CNBC, Hotmail, • Program will eventually replace Yahoo results • May be an opportunity down the road
  10. 10. Getting Started • Very Easy to Set Up • Take the time to – Plan – Research – Setup – Execute – Track Results
  11. 11. 1st Step: Budget and ROI • Define program objectives • What’s success? • How will you measure success? • Define and set conversion expectations
  12. 12. Conversions • Any interaction that you want to track • Valuable events like: – Product Purchase – Form Completion – White Paper Download – Event Registration – Inquiry
  13. 13. 2nd Step: Research Keywords • Yahoo Search Marketing – Keyword Selector Tools – Keyword Bid Tool – ROI Calculator • Google – Keyword Lookups – Keyword Analysis – Traffic Estimator • Wordtracker.com
  14. 14. Bid Example
  15. 15. ROI: What’s Each Conversion Worth? Source: http://www.bplans.com/common/calculators/ppcroi.cfm
  16. 16. How Can You Maximize Your ROI? • Great Ad Copy • Keyword Specific Landing Pages • Improve Conversions • Continually Track What’s Going On
  17. 17. Scenario 2
  18. 18. Copywriting • Focus on Your Ad Copy – Title – Body text – URL • Google lets you run multiple ads • Art more than science • Look at competitors • Hire copywriter
  19. 19. Elements of a Good Ad • Attention • Promise of Benefit • Credibility • Persuasiveness • Interest • Desire • Action
  20. 20. What Will Make You Stand Out? • Do you have the lowest price? • Do you have the best variety? • Do you have high-quality products? • What makes you credible? • How do you meet the needs of the potential buyer?
  21. 21. Focus on the Ad Title • Most people scan the title • Body copy holds less weight • Insert relevant keyword in the Title – Google lets you do it automatically • If prices are low, put price in • Free add-ons can make a difference – Free shipping – Free 30 day trial
  22. 22. More Ad tips • Quantify your ads – Most, Lowest • Avoid Using Hype – Buyers are savvy • Create a Sense of Urgency – "limited-time offer“ – "available for overnight shipping." • If you have space, add creditability – 30 day money back guarantee – 5 star rated vendor
  23. 23. Ad Tips • Look at Competitors • Create a unique approach that focuses on the opposite or reverse of what your competitors are advertising • Test, retest and track
  24. 24. Conversion - Landing Page • You just spent $$ to bring someone to your web site, now what? • Don’t waste it on your home page • Build specific landing pages that match the expectation your ad generated • Call to action – highlight your conversion - Buy - Download - Register
  25. 25. Landing Page • Call to action • Copy • Navigation – Limit, can distract • Merchandising – Local, Geography, Season • Micro-site – Self contained site just for the offer
  26. 26. Improved Conversion
  27. 27. Do your landing pages convert? • A/B Test • Multivariate Testing - Offermatica • Track visitors from Ad to Landing • Landing to Next Step and beyond • Google Conversion Tracking • Use a Good Metrics Program Like – Webtrends, Click Tracks, Net Tracker – Urchin (Recently purchased by Google)
  28. 28. Campaign Analysis • Daily – watch after launch of campaign • Weekly – Check listing performance – Traffic – Sales – ROI Numbers • Monthly – Deep Analysis – Search engine – Products – Keywords
  29. 29. Resources • Good Keywords – Adwords.google.com • PPC Toolkit – TheSeoPortal.com • Keyword Tracker • Bid Management Tools – AtlasOnePoint (formerly GOTOAST) – BidRank
  30. 30. Conclusion • PPC Advertising is a very effective way generate traffic and sales • Takes effort, planning, testing and constant monitoring
  31. 31. Q & A TheSeoPortal.com Team contact@theseoportal.com http://www.theseoportal.com (646)736-7827

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