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Internet Lead Generation Services

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White Cloud Presentation

  1. 1. WhiteCloud Marketing Pay Per Click Tips 1
  2. 2. SEO and PPC Proactive Online Lead Generation 2
  3. 3. Internet Advertising • Worldwide online ad spending will reach $65.2 billion in 2008, with 15% to 20% annual growth through 2011, when spending would hit $106.6 billion. • Online all media in 2008,nearlyby 2011.all ad spending across ads account for 14% 10% of Source: IDC’s quot;Digital Marketplace Model and Forecast, 2008. 3
  4. 4. Trend: 50% of ad spending online • Over 50 per cent of an average marketer’s budget is now spent online. • Over 70 per cent of companies use Search Engine Optimization, Paid Search and e-mail marketing to in- house lists • Use of offline marketing methods has decreased • Organizations have lessened their use of marketing methods such as postal, telephone and radio, in favour of online methods Source: Clash-Media, June 2008 4
  5. 5. Trends: PR and Television • The only two offline marketing methods which have increased in use are press and television • Many companies use passive Search Engine Optimization methods, which rely on a prospect actively researching for their product or service as opposed to Proactive Online Lead Generation, which uses the web to seek out potential prospects and deliver fully qualified leads for interested buyers. Source: Clash-Media, June 2008 5
  6. 6. Paid vs. Non Paid Paid Ads Organic or non-paid Ads 6
  7. 7. PPC and SEO Tips Organic or non-paid Ads Only 7
  8. 8. Keys to PPC • Landing page sites typically have a conversion rate around 10 to 12%, but can go as high as 30% + if they are properly targeted. • B2B products and services typically have a lower conversion rate but effective ROI. B2C items tend to have higher conversion rates but lower ROI. (This is a direct result of lower price point for B2C products. • Test many words and terms. Set them up in useful groups and by geographical areas to maxmize learnings. 8
  9. 9. Keys to PPC • PPC marketing will properly focus SEO efforts. SEO will provide the Key Words SEO efforts will utilize. • The only way to be certain of anything in marketing is to test it. PPC marketing allows you to test real time with the fastest feedback loop of any marketing medium in the world. • Example:You can use Google AdWords to offer a free white paper about some topic from a one page website. 9
  10. 10. WhiteCloud Marketing Focus on 4 Keys: • Lead Generation • Service - face to face • Proactive SEO and PPC lead generation • Guaranteed increase in CTR within 2 weeks. 10
  11. 11. Observations High Clicks for this keyword. High conversion rate (CTR) of 20% for this keyword. 11
  12. 12. Observations • Customers click on brand more than other words • Note the geographic region you offer services in products is relevant • Credibility - (i.e. number of customers) • Landing Page must relate to Ad 12
  13. 13. LOW CTR • How can a low CTR be remedied 13
  14. 14. Remedy: Key Word • Add more key words and track effective words over one week. • Use Keywords generated by KeyWord tool from Company website (use option from company website) • Use Keywords that are relative to the business or service • Stay away from broad terms 14
  15. 15. Remedy: Ad Variations Multi-variate ad testing. High Conversion rate Low Conversion rate 15
  16. 16. Remedy: Ad Variations • Its obvious the ads with the highest click through rate with the right keywords will together generate higher CTR’s. • Local information on ads works effectively (i.e. GTA) • Ads that build credibility (i.e. 10,000 customers) • There is a good offer - ‘free water test’ 16
  17. 17. Remedy: Dynamic Ads • Please note the tag formatting rules • The information above will insert the KeyWord dynamically when the keyword is searched 17
  18. 18. Remedy: Landing Page • An effective landing page is critical in creating a high Quality Score. High Quality Scores reduce the costs per click • The Landing page requires text and or words that relate to the ad. (i.e. GTA Customers in Adwords, ensure the Landing Page uses these words and confirms the information on the Landing Page • Google checks for Privacy Policy on forms and marks negatively Landing pages without the policy. 18
  19. 19. Ad and Effective Landing Page Information on ad matches landing page. Page is simple with clear call to action 19
  20. 20. Remedy: Landing Page • Please note additional incentive of $20 gift certificate • Simply clean page • Has certifications and official logo 20
  21. 21. Remedy: Regionalize Ads • Setup separate regions as Adwords Groups • Use the same keywords for each region • Then begin to track results by region 21
  22. 22. Provide ROI Reports 22
  23. 23. Success! 23
  24. 24. What is the better choice SEO or PPC? SEO: Search Engine Optimization PPC: Pay per Click •If immediate revenue is critical, and site traffic low, PPC may be the way to go. •Most people when asked prefer SEO over PPC as shown. Source: Website Magazine.com 24