Ppc Mar09 Intnl


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PPC presentation - UKTI Nov 09

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  • Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list Point out ‘natural’ and ppc listings
  • This particular slide breaks down from the previous slide the exact constituent elements of online display and classified adverting.
  • You might already know the search terms that your purchasers are likely to use. If not, you can go to the Overture web site and use our Keyword Assistant. This is a free tool that allows you to type in a search term that is relevant to your business; one a purchaser may use. The Keyword Assistant will then tell you the number of searches in the previous month for that search term and related ones. In this instance a travel company specialises in holiday cottages in Cornwall, and they type in “Cornwall”. All the searches for “Cornwall” and related search terms are shown by the Keyword Assistant.
  • Figleaves uses specific and general search terms to drive qualified and less qualified users to its web site. For example individuals typing in “Wonderbra”, and those with a more general enquiry such as “lingerie”. From initially using 250 search terms, Figleaves now uses 6,000 search terms to produce both types of response, and all types of buyer.
  • Ppc Mar09 Intnl

    1. 1. <ul><ul><li>Advanced Search Engine Marketing for Export Success </li></ul></ul>
    2. 2. Agenda <ul><li>The commercial imperative for search marketing </li></ul><ul><li>What’s new in search </li></ul><ul><li>The SEO best practice process – the essentials </li></ul><ul><li>Web 2.0 and SEO </li></ul><ul><li>Links, internationalisation and localisation </li></ul><ul><li>Some issue regarding international SEO </li></ul><ul><li>Pay per Click Advertising (PPC) </li></ul><ul><li>Q&A </li></ul>
    3. 3. <ul><ul><li>Search Marketing – Maximising your position in the hitlist </li></ul></ul><ul><ul><li>Click throughs dissipate as we move down the list </li></ul></ul><ul><li>33% of internet users perceive a company in the top search engine rankings to be a major brand </li></ul><ul><li>Source: iProspect search engine branding survey </li></ul>
    4. 4. Pay Per Click and the digital media mix % share of revenues for 2007 Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. £224.4m £20.5m £15.7m £8.8m £55.6m £10.9m £ 182.0m £80.3m £768.3m
    5. 6. Ever seen this?
    6. 9. Altavista
    7. 11. More Effective Targeting <ul><li>Use hotmail and instant messaging accounts </li></ul><ul><ul><li>Geographic </li></ul></ul><ul><ul><li>Demographic – age, gender </li></ul></ul><ul><ul><li>Time of day </li></ul></ul>
    8. 12. New Advertiser Advertiser at position 1 Advertiser at position 2 Advertiser at position 3 Advertiser at position 4 Bidding in reality Bid price of £0.50 Bid price of £0.40 Bid price of £0.30 Bid price of £0.20 100 click throughs 75 click throughs 50 click throughs 25 click throughs Position 3 Bid price of £0.35 50 click throughs Payment of £0.31 per click, up to £0.35 Cost = bid price multiplied by number of click throughs
    9. 13. What determines your ads position? <ul><li>Bid price </li></ul><ul><li>Advert effectiveness </li></ul><ul><li>Landing page quality </li></ul>
    10. 14. WHY USE PAY PER CLICK? <ul><li>Capture many – 100’s, 1000’s of keyphrases </li></ul><ul><ul><li>No website changes like optimisation </li></ul></ul><ul><li>For short term promotions </li></ul><ul><li>For new websites </li></ul><ul><li>Drive country specific searchers </li></ul><ul><ul><li>Geographic targeting </li></ul></ul><ul><li>Keyphrase analysis </li></ul><ul><ul><li>More accurate than the tools </li></ul></ul><ul><li>For websites difficult to optimise </li></ul><ul><ul><li>Flash etc </li></ul></ul>
    11. 15. Capture The Long Tail Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
    12. 16. Segment and target Best Practice: Match the Terms (and Pages) to Customers’ Intents Customer Need Keyword Attributes Examples “ What is out there to meet my need?” “ How can I learn about a product or service?” Informational terms Product classes Problem descriptions DVD player Family holiday Financial planning “ What brands and features are there?” “ What is distinct about this one?” Features Brand names Differentiators Portable DVD player Hawaii holiday Personal pension Learning Shopping Buying “ I want that one!” “ Who stocks this model number?” Product code Locations Nicknames Panasonic DVD-LX9 Maui golf resort Low risk growth fund
    13. 17. www.royaldubai.co.uk – PPC then SEO
    14. 18. Measure your performance
    15. 19. www.spyfu.com
    16. 20. ASG – success in SEO and PPC – UK and USA <ul><li>From zero enquiries to several per day in both USA and UK </li></ul><ul><li>2 enquiries per day from new products – shelf label holders and blank labels </li></ul><ul><li>New sales most weeks from web </li></ul><ul><li>£90k order week before Christmas directly from no 1 listing on google </li></ul>
    17. 21. How pay-per-click works Search Term Research & Targeting Drives Quantities of Leads Title & Description Targeting Drives Quality of Leads Landing Page Targeting Drives Conversions
    18. 22. Yahoo Search Marketing - Keyword Assistant
    19. 23. Simply Type in a search term relevant to your web site The ‘Count’ shown next to each term refers to the number of UK consumers who searched for that term in the previous month Yahoo Search Marketing - keyword assistant http://searchmarketing.yahoo.co.uk/en_GB/ A list of related terms will appear
    20. 24. https:// adwords.google.co.uk/select/KeywordToolExternal
    21. 25. Content Match – branding benefits Content Match: Sponsored search results appear according to the editorial content on the page <ul><li>Benefits </li></ul><ul><li>Increased Traffic </li></ul><ul><li>Traffic Quality </li></ul><ul><ul><li>Premium Partner Network </li></ul></ul><ul><ul><li>Quality mapping </li></ul></ul><ul><ul><li>Good Conversion Rates </li></ul></ul><ul><li>Separate Bidding </li></ul><ul><li>Branding </li></ul>
    22. 26. Using the Content Network <ul><li>Use Google content network </li></ul><ul><li>Focus on what you can do at the hotel </li></ul><ul><ul><li>Scrabble, walks etc </li></ul></ul><ul><li>Ad appeared on Facebook and caused huge traffic spike </li></ul>
    23. 27. New Improved! <ul><li>Ad testing </li></ul><ul><li>Geo targeting </li></ul><ul><li>Quality index </li></ul><ul><ul><li>how you ad compares with others </li></ul></ul><ul><li>Advanced analytics </li></ul><ul><li>Fast ad activation </li></ul><ul><li>Share of clicks forecasting </li></ul><ul><ul><li>– relates budget to impressions and clicks </li></ul></ul><ul><li>Dynamic account structure </li></ul><ul><ul><li>Keywords -ads- landing pages </li></ul></ul>
    24. 28. Keyword selection computer 132,755 laptop 19,152 sony vaio 2,264 sony vaio z1sp 47 cheap sony vaio laptop 11 £5.00 £0.46 £0.40 £0.10 £0.10
    25. 29. <ul><li>The ad links directly to the relevant landing page </li></ul><ul><li>Choose titles and descriptions that are relevant to the search </li></ul><ul><ul><li>Strong ‘call to action’ </li></ul></ul><ul><li>Repeat search terms in the ad </li></ul>Do’s and Dont’s
    26. 30. Best click-through rates for Figleaves <ul><li>Bidding on 250 search terms to start with, Figleaves wanted to attract as many customers as possible – including those who knew specifically what they wanted (ie. searching for ‘Wonderbra’) and those who were less certain (ie. ‘lingerie’). </li></ul><ul><li>Figleaves now bids on over 6,000 search terms and is an integral part of the marketing strategy, running 365 days a year. </li></ul>“ Overture provides new customers with higher conversion rates and better click-through rates than any other medium.” Claire White, Marketing Services Manager, Figleaves <ul><li>Customer acquisition and retention have always been the main objectives of Figleaves’ website. The company decided to start using Overture to drive pre-qualified leads and new prospects to its site. </li></ul><ul><li>Potential customers are now targeted at the moment they are actively searching for lingerie online. </li></ul>
    27. 31. Three Steps to Success Search Term Research & Targeting Drives Quantities of Leads Title & Description Targeting Drives Quality of Leads Landing Page Targeting Drives Conversions
    28. 32. £50 Offer