This slide deck is intended for internal training purposes at Wall2Wall Media Inc.

1. Connecting Canadians with Real Estate.
P R E S E N T A T I O N
Summer Learning Sessions

2. Phones On Vibrate

3. 1. Recap
2. What is PPC about?
3. What does it mean for our clients?
4. What does it mean for you?
5. Q&A
In A Nut Shell…

4. We produce and manage more real estate editorial
and listing content than any other
Canadian Real Estate Publisher.
One

5. 25 years of Real Estate focus
Allow us to deliver hyper-local knowledge and
competitive intelligence on your market.
One

6. Recap
Mixed media specialists – print, digital, mobile
One

7. Recap: What Is SEO About?One
Before Search Engines
After Search Engines

8. Recap: What Does This Mean For Clients?One
SEO is like word of mouth combined with being in every directory:
 How can we get more people to talk about us, and make it easy for them
to find us?

9. Recap: What Does This Mean For Us?One
As for the rest of us, we have a
tremendously important part to play in
the success of this initiative.
Most of us have a social media profile,
and if you wish to assist, we’d like to
invite you to help out.

10. One Recap: Topics
1. Search Engine
Optimization
2. Pay Per Click
3. Targeting and
Retargeting
4. User Experience
5. Measurement
1. Word of Mouth +
Directories
2. Ad Buy
3. Mail and Phone
Lists
4. Product Placement
Optimization
5. Store Level
Analytics

11. What Is PPC?Two

12. What Is PPC About?Two
Who here can tell me:
• What does PPC stand for?
• Where do you see it?
• Why is it there?
• Who makes it up?

13. What Is PPC About?Two
Google cares about creating a good experience for its users….

14. What Is PPC About?Two
 …. But businesses had it tough.
 There were usually 10 results per
SERP.
 Many other websites would show up
because they had better optimized and
relevant content.
 They needed a way to stand out, and
were willing to pay.

15. What Is PPC About?Two
 And on the flip side, Google needed to
pay back its early investors.
 So there was an opportunity for both
sides to be happy!
 So Search Engines rolled out PPC.

16. What Is PPC About?Two
 Auction based digital
advertising.
 Most commonly found in
Search Engine Results
Pages (SERPs).
 Only charged for clicks, not
impressions.
 High Intent – can be very
targeted.

17. What Is PPC About?Two
Hypothetical Example:
 Businesses know that people are using Search Engines to get answers.
 Coca Cola and Pepsi want a way to show up at the top when people search for “what is the best
cola?”
 Google allows them to target keyword phrases that people type in the search box.
 So Coca Cola and Pepsi could target: cola, “the best cola”, “best cola”, +best +cola
 Now, whenever an end user searched the above question, Google would instantly run an auction in
the background to determine who would be in the first, second, third…. positions.

18. What Is PPC About?Two

19. What Is PPC About?Two
 Space is limited!
 Craft a good message +
call to action.

20. What Does This Mean For Clients?Three

21. What Does This Mean For Clients?Three
 Most RE companies were
slow to adopt online
marketing.
 We help our clients break
through the noise.
 Ability to compete for
qualified customers against
their rivals.

22. What Does This Mean For Clients?Three
 Transparent reporting.
 Real time feedback from
keyword phrases and ad
copy.
 Tracking performance
across their website
 Lead measurement.
Keyword Variations Ad Variations

23. What Does This Mean For Us?Four

24. What Does This Mean For Us?Four
PPC affects a number of
our teams:
 IT
 Marketing
 Sales

25. Four
*But PPC is like a light switch. That’s why SEO is a big, BIG deal.
What Does This Mean For Us?

26. Four
Good
content helps
quality
scores
 win-win.

27. Image Sources
Raised Hands
Google On Tablet
Infinite Clock
Kids Reading
Book Shelves
Library Computers
TTC Bus
Theatre Audience
Tough Times Sign
US Dollar Bills
Girl At Laptop
Women Shaking Hands
Word Of Mouth
Yellow Pages
Google SERP
PPC Pie Chart
Big Bang Theory – Cast
Light Switch
Moz Ranking Factors

28. Q & A