Using Pay-Per-Click (PPC) to Generate Sales


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Pay per click (PPC) campaigns allow you to bid on even the most competitive keywords -- but while they're easy to set up, making them profitable is much harder. This webinar will illustrate the factors of successful PPC campaigns and how to use targeted keywords, ad copy, and regions to make your campaigns pay off.

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Using Pay-Per-Click (PPC) to Generate Sales

  1. 1. Using Pay Per Click (PPC) To Generate Sales Hall Web Services
  2. 2. Who We Are Kasi Gajtkowski Organic Search Manager [email_address] <ul><li>Hall Web Services </li></ul><ul><li> </li></ul><ul><li>10+ Years in Business </li></ul><ul><li>Over 80 Search Marketing Clients </li></ul><ul><li>98% of Customers &quot;Very Satisfied&quot; </li></ul>
  3. 3. Got Questions? <ul><li>Use GoToWebinar “Chat” or “Ask a Question” </li></ul><ul><li>Twitter with #SEOvision tag </li></ul>
  4. 4. About You: What You'll Learn: What PPC is and who it's best suited to What makes a PPC campaign successful Some tips on good landing pages and analyzing results You manage a revenue-generating website You're considering PPC as a marketing tool You don't know what makes PPC different from SEO or whether it's right for you
  5. 5. <ul><li>Banner Ads </li></ul><ul><li>Sponsored Posts </li></ul><ul><li>Pay Per Lead </li></ul><ul><li>Directory Listings </li></ul><ul><li>Pay Per Click </li></ul>Types of Paid Advertising
  6. 6. <ul><li>Well, you pay, per, um, click </li></ul><ul><li>Bid only on what you want </li></ul><ul><li>Highly focused (geographic, time of day, etc.) </li></ul><ul><li>You set your budget </li></ul><ul><li>Highly trackable </li></ul>What Makes Pay Per Click Unique
  7. 7. <ul><li>Easy to get started </li></ul><ul><li>Highly targeted </li></ul><ul><li>Easy to demonstrate ROI </li></ul>Pros of Pay Per Click
  8. 8. <ul><li>Expensive </li></ul><ul><li>You have to keep paying </li></ul><ul><li>User bias toward organics </li></ul>Cons of Pay Per Click
  9. 9. Organics + PPC
  10. 10. Organics + PPC <ul><li>People are more buy-oriented on PPC </li></ul><ul><li>Typically, you can get more competitive keywords on PPC </li></ul><ul><li>Relevance (SEO) still matters – landing page optimization </li></ul><ul><li>It’s all trackable, so you can learn what works best from each method and adjust strategy to suit </li></ul>
  11. 11. <ul><li>Easiest to demonstrate return with eCommerce (Google Analytics is rad!) </li></ul><ul><li>B2B and long buying cycle is harder </li></ul><ul><li>Determine what “victory” is, and realize that it may take some time for a visitor to become a conversion </li></ul>Results – What to Expect
  12. 12. &quot;The Big Three&quot; Compared
  13. 13. <ul><li>Biggest market share </li></ul><ul><li>Most expensive </li></ul><ul><li>Best ad platform </li></ul><ul><li>Best analytics out of box </li></ul>
  14. 14. <ul><li>Second biggest (for now) </li></ul><ul><li>Less expensive </li></ul><ul><li>Will be phased out by 2011 </li></ul>
  15. 15. <ul><li>Great results, but least traffic </li></ul><ul><li>Less expensive </li></ul><ul><li>Microsoft is pursuing aggressively </li></ul>
  16. 16. Is PPC Right For You? <ul><li>Time investment </li></ul><ul><li>Tracking and ongoing adjustments essential </li></ul><ul><li>Money investment </li></ul><ul><li>Results vary depending on offer and industry </li></ul>
  17. 17. Getting Started with PPC <ul><li>Determine a Budget - $500/mo bare minimum </li></ul><ul><li>Engine(s)‏ </li></ul><ul><li>Offer – What </li></ul><ul><li>Keywords </li></ul><ul><li>Geotargeting? </li></ul>
  18. 18. Anatomy of a Campaign <ul><li>Campaign – Overall settings, e.g. “US Store” </li></ul><ul><li>Ad Groups – Groups of related keywords, e.g. “LCD monitors,” “printers” </li></ul><ul><li>Keywords – What you actually bid on </li></ul><ul><li>Ads – Getting People to Click! </li></ul><ul><li>Landing Page – The ultimate goal </li></ul>
  19. 19. Landing Pages <ul><li>Offer something worth getting </li></ul><ul><li>Don’t clutter the message </li></ul><ul><li>Ask for as little as possible </li></ul><ul><li>Draw people into your website when they convert!! </li></ul><ul><li>Track, track, track </li></ul>
  20. 20. Tracking – The Set-up <ul><li>Google Analytics works beautifully with Google AdWords (surprise) </li></ul><ul><li>Google Analytics can import data from Yahoo and Bing, too, you just need to tag links </li></ul><ul><li>Code needs to appear on landing pages, is helpful on conversion pages and on conversion links </li></ul>
  21. 21. <ul><li>Ad-side data: Clicks, cost, CTR, position, etc. </li></ul><ul><li>Landing page data: # of conversions, bounce rate, etc. </li></ul><ul><li>Comparison to organics </li></ul><ul><li>A/B testing (Google Website Optimizer) </li></ul>Tracking – What to Look For
  22. 22. Organics + PPC <ul><li>Supplement your SEO campaign with: </li></ul><ul><li>More Clicks </li></ul><ul><li>More Information </li></ul><ul><li>New Markets </li></ul><ul><li>Marketing of short-term events </li></ul>
  23. 23. Weekly Webinars <ul><li>Next week: </li></ul><ul><li>Amanda – Boost Your Rep! A Marketer's Approach to Getting Inbound Links </li></ul><ul><li>Two Weeks: </li></ul><ul><li>Jenika – What's a Web Strategy and Why Do I Need One? </li></ul>
  24. 24. Learn More! Web Vision Blog - Webinars – http:// /webinars Follow Hall on Twitter - @ Hall_Web Call us! 1-877-425-5932 (HALL-WEB)‏ Email me: [email_address] QUESTIONS?