Q:<br />How can a small, local business effectively reach new customers online?<br />
A:<br />Increase the Company’s digital presence with a comprehensive & well executed online strategy <br />
Pay Per Click<br />Search Engine Marketing<br />
“20% of search is location related”<br />-Google<br />Figures taken from a 2006 ComStat report<br />“53% of Mobile searche...
Text ads displayed on the Google search engine for relative search queries.<br />E.x.: A Pizzeria in Phoenix, Arizona woul...
Geographic location of searcher
Time of day when to show the ads</li></li></ul><li>Search Engine Results Page<br />SERP:<br />
Case Study:<br />Sedona Adventure Tours<br />The types of searches we are targeting for<br />The keywords we are actively ...
Facebook Advertising<br />Display Ads (Images & Copy) with can be segmented by:<br />Age<br />Geography<br />Sex<br />Rela...
Case Study: Sedona Adventure Tours<br />Goals for campaigns can vary….<br />2. Try to spark social interaction & conversat...
                  Advertising<br />Low volume of click overall, but very high refined and high quality clicks.<br />You ca...
Client Retention & Satisfaction<br />The campaigns that find the most success are for clients with extensive digital packa...
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Brief intro to pay per click advertising

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A surface layer look into the PPC landscape of Adwords, LinkedIn, & FB Ads.

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Brief intro to pay per click advertising

  1. 1. Q:<br />How can a small, local business effectively reach new customers online?<br />
  2. 2. A:<br />Increase the Company’s digital presence with a comprehensive & well executed online strategy <br />
  3. 3. Pay Per Click<br />Search Engine Marketing<br />
  4. 4. “20% of search is location related”<br />-Google<br />Figures taken from a 2006 ComStat report<br />“53% of Mobile searches have local intent”<br />-Microsoft<br />
  5. 5. Text ads displayed on the Google search engine for relative search queries.<br />E.x.: A Pizzeria in Phoenix, Arizona would want to target searches for “phoenix pizza restaurant”. <br />The positioning of the Ads is determined by a bidding system & the overall Quality Score of the ad.<br />We can target:<br /><ul><li>Searcher’s Intent
  6. 6. Geographic location of searcher
  7. 7. Time of day when to show the ads</li></li></ul><li>Search Engine Results Page<br />SERP:<br />
  8. 8. Case Study:<br />Sedona Adventure Tours<br />The types of searches we are targeting for<br />The keywords we are actively bidding upon to reach these searches <br />The ad text intended to peak the users interest and click through the ad <br />
  9. 9. Facebook Advertising<br />Display Ads (Images & Copy) with can be segmented by:<br />Age<br />Geography<br />Sex<br />Relationship Status<br />Partner Preference<br />Interests<br />Associated Groups<br />The ads run on either a CPM or CPC model.<br />CPM: Cost Per 1,000 impressions or 1,000 social users who had the potential to see your ads<br />Good strategy for branding or image<br />CPC (Cost Per Click): The highest bid you are willing to pay for a social user to click on your ad. This is typically the best strategy to increase volume of traffic, conversions, or to prompt social interaction.<br />
  10. 10. Case Study: Sedona Adventure Tours<br />Goals for campaigns can vary….<br />2. Try to spark social interaction & conversation on the FB wall<br />3. Encourage a conversion on the FB page. Ex.: A “Like”, Filling out a forms for contests or registrations, or a coupon.<br />1. Visits to a microsite or website for a conversion<br />
  11. 11. Advertising<br />Low volume of click overall, but very high refined and high quality clicks.<br />You can target by:<br />Geography<br />Company<br />Job Title<br />Industry Groups<br />Gender<br />Age<br />Great for Job Recruitment, Hard to reach B2B Industries, referral programs, & the top decision makers of companies.<br />
  12. 12. Client Retention & Satisfaction<br />The campaigns that find the most success are for clients with extensive digital packages.<br />Think of the digital world as an ecosystem; PPC both compliments and is assisted by other marketing vehicles.<br />
  13. 13. Case Study: Sedona Adventure ToursAll Encompassing Campaign<br />Through the leverage of a full social media package, Google Adwords,FB PPC, & SEO Sedona Adventures was able to field over 300 calls in April.<br />

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