Making it Count: Paid Search

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Presentation by Graham Lipschitz of Clicks2Customers at the E-Tourism Africa Summit 2010

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  • We had been in existence for 6 years concentrating only on PPC campaigns.
  • PPC
  • PPC
  • South African PPC landscape
  • Broad
    Reach the widest audience
    More expensive and lower quality than the exact
  • The user is telling you what he is looking for.

    And will click on your ad if it is relevant.

    And will interact with the site if the content matches the users need.
  • Broad
    Reach the widest audience
    More expensive and lower quality than the exact
  • Relevant Keywords:
    Accurately reflect products/services being offered
    Match what your audience is looking for by using exact match.
    Travel campaigns have large keyword sets based upon variables within travel like ‘luxury’, ‘self-catering’, ‘allows pets’ – these are all different keywords; require different adtext and need different landing pages as they are all different products.
  • Match keywords to search queries to enable targeted ad text that mentions the search term and sends the user to a specific destination page.

  • Quality Score
  • Relevant Keywords:
    Accurately reflect products/services being offered
    Match what your audience is looking for by using exact match.
    Travel campaigns have large keyword sets based upon variables within travel like ‘luxury’, ‘self-catering’, ‘allows pets’ – these are all different keywords; require different adtext and need different landing pages as they are all different products.
  • Match keywords to search queries to enable targeted ad text that mentions the search term and sends the user to a specific destination page.

  • Broad
    Reach the widest audience
    More expensive and lower quality than the exact
  • Broad
    Reach the widest audience
    More expensive and lower quality than the exact
  • Broad
    Reach the widest audience
    More expensive and lower quality than the exact
  • Match keywords to search queries to enable targeted ad text that mentions the search term and sends the user to a specific destination page.

  • Relevant Keywords:
    Accurately reflect products/services being offered
    Match what your audience is looking for by using exact match.
    Travel campaigns have large keyword sets based upon variables within travel like ‘luxury’, ‘self-catering’, ‘allows pets’ – these are all different keywords; require different adtext and need different landing pages as they are all different products.
  • 46
  • Match keywords to search queries to enable targeted ad text that mentions the search term and sends the user to a specific destination page.

  • Match keywords to search queries to enable targeted ad text that mentions the search term and sends the user to a specific destination page.

  • Making it Count: Paid Search

    1. 1. unitedstates unitedkingdom southafrica australia san diego | london | cape town | sydney
    2. 2. • Based in Cape Town, South Africa, with offices in USA,UK & Australia. • Specialist PPC agency with over 50 clients mainly in Retail & Travel. www.clicks2customers.com
    3. 3. How to win Yes, there is a difference between SEM and SEO
    4. 4. SEO {natural Search results}
    5. 5. Pay Per Click {sponsored links}
    6. 6. • User Base grew by 15% last year, from 4,6-million to 5,3-million, and is expected to grow at a similar rate in 2010. • Google has opened a local office and has launched Google Maps locally. • # of broadband South Africans has grown by more than 50% percent in the past year . •Google receives 250m queries per month •10th highest twitter user base. •15 million mobile internet users by 2013 The State of the Nation
    7. 7. How to win Users search for anything
    8. 8. How to win
    9. 9. How to win And everything!
    10. 10. Where are we today… and where are we going? 1995 2010 2050? $ Digital Media Non-Digital Media Today
    11. 11. How to win South African online marketing was born feet first with its arse facing the sky.
    12. 12. Display/Banners Online was viewed as a push channel so banners were sold first... 0.068% CTR 1-3% CTR
    13. 13. How to win “Give the users what they want, and the rest will follow.” -Sergey Brin & Larry Page
    14. 14. How to win Search is the only channel to truly understand user intent
    15. 15. Display/Banners Awareness to drive more search acquisition 5+% CTR Acquisition Channel 10+% CTR Pay Per Click Performance Model (CPA) Search Engine Marketing is an acquisition channel which matches user intent to sales…
    16. 16. Targeted Ad *(1) leads to Good User Experience*(2)The moment of relevancy...
    17. 17. Good User Experience: Landing Page Quality Leads to a conversion.
    18. 18. How to win AdWords rewards relevance
    19. 19. How to win How much you want to pay (CPC) X How relevant you are (Quality Score)
    20. 20. QUALITY score
    21. 21. CLICK THROUGH RATE Quality Score is 66% CTR VS
    22. 22. How to win CTR is affected by: • Keywords; • Adverts and • Landing Pages
    23. 23. Targeted Ad *(1) leads to Good User Experience*(2)Users click on ads when…
    24. 24. Good User Experience: Landing Page Quality And they convert on relevant landing pages.
    25. 25. Price Relevancy Broad Match Broad match keywords match your ads to ‘similar’ queries
    26. 26. Hotel California Hotels in California Cheap Hotels California Luxury Hotels California Hotels California Eagles Hotel California Lyrics
    27. 27. How to win When keywords go horribly wrong...
    28. 28. Safari Sex with Animals Bestiality Sex Safari
    29. 29. How to win Negative Keywords give control.
    30. 30. POT (On Broad Match) Marijuana (On Negative Match)
    31. 31. How to win Rather use many exact match keywords.
    32. 32. 4 star hotel in New York
    33. 33. How to win It is a quest to exactly match the user’s query.
    34. 34. Price Relevancy Broad Match EE E E E
    35. 35. Good keywords match what the user is looking for and accurately reflect your business
    36. 36. How to win Users drink WISCAY
    37. 37. Good User Experience: Landing Page Quality What Is So Cool About You?
    38. 38. How to win Match keywords to ad text
    39. 39. Targeted Ad *(1) leads to Good User Experience*(2)
    40. 40. How to win The more targeted your ad text the higher your CTR
    41. 41. 1 x CTR 2 x CTR 4 x CTR
    42. 42. Great ads match user intent to your unique selling points.
    43. 43. How to win The heart of the conversion lies not in the homepage
    44. 44. Users stay or go within 2-3 Seconds!
    45. 45. Consumers are always searching &converting: Be ‘Always On’
    46. 46. How to win RECAP!
    47. 47. How to win CTR is affected by: • Keywords; • Adverts and • Landing Pages
    48. 48. How to win Success is: • Having majority of exact match keywords • Showing WISCAY ads • And landing users deep within your site.
    49. 49. Questions?

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