Clicks2 Customers

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Presentation by Clicks2Customers at the E-Tourism East Africa Conference 2010 in Nairobi

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Clicks2 Customers

  1. 1. united states united kingdom south africa australia san diego | london | cape town | sydney
  2. 2. www.clicks2customers.com • Based in Cape Town, South Africa, with offices in USA,UK & Australia. • Specialist PPC agency with over 50 clients mainly in Retail & Travel.
  3. 3. Where are we today… and where are we going? Today $ Digital Media Non-Digital Media 1995 2010 2050?
  4. 4. How to win Yes, there is a difference between SEM and SEO
  5. 5. SEO {natural Search results}
  6. 6. Pay Per Click {sponsored links}
  7. 7. How to win Users search for anything
  8. 8. How to win And everything!
  9. 9. How to win
  10. 10. Targeted Ad *(1) leads to Good The moment of relevancy. User Experience*(2)
  11. 11. Good...leads Experience: Landing User to a conversion. Page Quality
  12. 12. How to win “Give the users what they want, and the rest will follow.” -Sergey Brin & Larry Page
  13. 13. How to win Search is the only channel to truly understand user intent
  14. 14. How to win AdWords rewards relevance
  15. 15. QUALITY score
  16. 16. Quality Score is 66% CTRCLICK THROUGH RATE VS
  17. 17. How to win CTR is affected by: • Keywords; • Adverts and • Landing Pages
  18. 18. Targeted Ad *(1) leads to Good Users click on ads when… User Experience*(2)
  19. 19. Good convertExperience: Landing And they User on relevant landing pages. Page Quality
  20. 20. How to win Broad match keywords match your ads to ‘similar’ queries
  21. 21. Hotels in California Cheap Hotels California Hotel California Luxury Hotels California Hotel California Lyrics Hotels California Eagles
  22. 22. How to win When keywords go horribly wrong...
  23. 23. Sex with Animals Bestiality Safari Wild Animals Sex Videos Sex Safari
  24. 24. How to win Negative Keywords give control.
  25. 25. POT Marijuana (On Broad Match) (On Negative Match)
  26. 26. How to win Rather use many exact match keywords.
  27. 27. 4 star hotel in New York 4 star hotel in New York
  28. 28. How to win It is a quest to exactly match the user’s query.
  29. 29. Broad Match Price E E E E E Relevancy
  30. 30. Good keywords match what the user is looking for and accurately reflect your business
  31. 31. How to win Users drink WISCAY
  32. 32. Good User Experience: Landing Page Quality What Is So Cool About You?
  33. 33. How to win Match keywords to ad text
  34. 34. Targeted Ad *(1) leads to Good User Experience*(2)
  35. 35. How to win The more targeted your ad text the higher your CTR
  36. 36. Normal CTR x1.7 higher CTR x4.1 higher CTR
  37. 37. Great ads match user intent to your unique selling points.
  38. 38. How to win The heart of the conversion lies not in the homepage
  39. 39. Users stay or go within 2-3 Seconds!
  40. 40. Consumers are always searching &converting: Be ‘Always On’
  41. 41. How to win RECAP!
  42. 42. How to win CTR is affected by: • Keywords; • Adverts and • Landing Pages
  43. 43. How to win Success is: • Having majority of exact match keywords • Showing WISCAY ads • And landing users deep within your site.
  44. 44. Questions?
  45. 45. Find me on: •Twitter: @wallfish •Memeburn:www.memeburn.com/authors/graemelipschitz •Email: graeme.l@clicks2customers.com
  46. 46. united states united kingdom south africa australia san diego | london | cape town | sydney

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