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Pay Per Click Advertising
           Increasing your ROI with qualified leads



Presenter: Sam Shetty   Date: Oct 2011
Agenda
■   Why should I consider Search Engine Advertising (SEA)?
■   What is Search Engine Advertising?
■   The SEA Process
■   Conclusion
Website Traffic

 “Website traffic is
meaningless unless it
converts into leads”
How many sites will they visit?


 52%
                                       of consumers visit only 1 or 2 sites when researching a
                                       product*




■ 36% visit 3-5 sites for research
■ Only 12 % visit 6 or more sites!




* Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Feb ‘09
Research process
Why should you consider?
SEO limitations

■   Takes longer to get near the top
■   Google is always one step ahead
■   Flash websites are much harder to optimise
■   High competition for the best keywords
■   Difficult to rank high for generic keywords

      Is there something else I can use to get around these
                            problems?
What is search engine advertising/ PPC



 …a form of Internet marketing that seeks to
 promote websites by increasing their visibility
 in search engine result pages (SERPs)
 through the use of paid placement, contextual
 advertising, and paid inclusion.
 Wikipedia
Common SEA problems
■ “My daily budget gets blown quickly!”

■ “The ads don’t appear like they’re supposed to”

■ “My company can afford more”

■ “It’s too expensive”

■ “‘Tyre-kickers’ waste my money”

■ “My ads have a high bounce rate”
Is PPC right for me ?

■   Does your business have a unique selling point ?
■   Do you stock products ?
■   Do you need to feed your sales team with leads ?
■   Low cost of lead acquisition
■   Do you need to measure ROI ?
■   Ability to focus on specific locations , time zone
■   Ability to change your marketing message daily
■   Better conversions
Flexibility
Where should I advertise ?
Google adwords
Why AdWords ….
How to get started ??

■   Set your goals ( Sell online or generate leads )
■   Keyword research
■   Set your daily budget for adspend
■   Decide on your USP ( Why should someone consider me?)
■   Decide on your campaigns ( Create multiple campaigns)
■   Setup Google analytics & conversion tracking
■   Setup Google website optimizer
■   Landing page
Keyword Research
■ (https://adwords.google.com/select/KeywordToolExternal)
Daily Budget

■ Decide on days of the week you want to advertise
■ Number of clicks required for conversion

Daily Budget = avg cpc X No of clicks = $ Daily spend
e.g if the average cpc is $ 1.00 and if you need 15 clicks to get
  one conversion = Daily budget $ 15
Google website optimizer

www.google.com/websiteoptimizer

Key features
■ A/B Split & Multivariable Testing
■ Increase sales and conversion rates.
■ Decrease Cost Per Acquisition (CPA)
■ Increase time spent on your site.
■ Eliminate guesswork from site design.
■ Articles and tips on website optimization
■ Advanced testing strategies
Setting up a PPC campaign

■   Easy to setup
■   Decide on a daily budget
■   Set your maximum cost per click (CPC)
■   Create a keyword list
■   Write an ad which attracts customers
■   Decide on a ‘call to action’
■   Track, monitor, modify and improve
■   Landing pages
How to make it work ?

■ Quality Score ( 0 – 10 )
  # Max CPC ( maximum cost per click)
  # CTR ( Click through rate )
  # Quality of Ads
  # Load time ( Time it takes for Google to load your website)
■ Better Landing pages
■ Good call to action
Case Study 1300cruise

■ www.1300cruise.com.au
■ CPC for keywords like Kimberley cruises is $ 7.00 per click
■ With a daily budget of $ 70 a day, the expected number of
  clicks will be around 10 to 14 clicks a day
■ When someone clicks on their Ad , they are sent to the home
  page and website visitors are expected to use the cruise
  finder option on the website.
■ The client was hardly getting any online leads or Inquries
   15 visitors a day ---- 0 inquries
■ Monthly budget of $ 2400 with hardly any results
Conclusion
■ Do I know enough ?

■ Q&A

■ For a free consultancy, Call 1300 638 734

■ Email sam.shetty@netregistry.com.au for a copy of the
  webinar presentation.

■ Thank you

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Under search engine advertising webinar

  • 1. Pay Per Click Advertising Increasing your ROI with qualified leads Presenter: Sam Shetty Date: Oct 2011
  • 2. Agenda ■ Why should I consider Search Engine Advertising (SEA)? ■ What is Search Engine Advertising? ■ The SEA Process ■ Conclusion
  • 3. Website Traffic “Website traffic is meaningless unless it converts into leads”
  • 4. How many sites will they visit? 52% of consumers visit only 1 or 2 sites when researching a product* ■ 36% visit 3-5 sites for research ■ Only 12 % visit 6 or more sites! * Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Feb ‘09
  • 5.
  • 6.
  • 8. Why should you consider?
  • 9.
  • 10.
  • 11.
  • 12. SEO limitations ■ Takes longer to get near the top ■ Google is always one step ahead ■ Flash websites are much harder to optimise ■ High competition for the best keywords ■ Difficult to rank high for generic keywords Is there something else I can use to get around these problems?
  • 13. What is search engine advertising/ PPC …a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion. Wikipedia
  • 14. Common SEA problems ■ “My daily budget gets blown quickly!” ■ “The ads don’t appear like they’re supposed to” ■ “My company can afford more” ■ “It’s too expensive” ■ “‘Tyre-kickers’ waste my money” ■ “My ads have a high bounce rate”
  • 15. Is PPC right for me ? ■ Does your business have a unique selling point ? ■ Do you stock products ? ■ Do you need to feed your sales team with leads ? ■ Low cost of lead acquisition ■ Do you need to measure ROI ? ■ Ability to focus on specific locations , time zone ■ Ability to change your marketing message daily ■ Better conversions
  • 17. Where should I advertise ?
  • 20. How to get started ?? ■ Set your goals ( Sell online or generate leads ) ■ Keyword research ■ Set your daily budget for adspend ■ Decide on your USP ( Why should someone consider me?) ■ Decide on your campaigns ( Create multiple campaigns) ■ Setup Google analytics & conversion tracking ■ Setup Google website optimizer ■ Landing page
  • 22. Daily Budget ■ Decide on days of the week you want to advertise ■ Number of clicks required for conversion Daily Budget = avg cpc X No of clicks = $ Daily spend e.g if the average cpc is $ 1.00 and if you need 15 clicks to get one conversion = Daily budget $ 15
  • 23. Google website optimizer www.google.com/websiteoptimizer Key features ■ A/B Split & Multivariable Testing ■ Increase sales and conversion rates. ■ Decrease Cost Per Acquisition (CPA) ■ Increase time spent on your site. ■ Eliminate guesswork from site design. ■ Articles and tips on website optimization ■ Advanced testing strategies
  • 24. Setting up a PPC campaign ■ Easy to setup ■ Decide on a daily budget ■ Set your maximum cost per click (CPC) ■ Create a keyword list ■ Write an ad which attracts customers ■ Decide on a ‘call to action’ ■ Track, monitor, modify and improve ■ Landing pages
  • 25.
  • 26. How to make it work ? ■ Quality Score ( 0 – 10 ) # Max CPC ( maximum cost per click) # CTR ( Click through rate ) # Quality of Ads # Load time ( Time it takes for Google to load your website) ■ Better Landing pages ■ Good call to action
  • 27.
  • 28. Case Study 1300cruise ■ www.1300cruise.com.au ■ CPC for keywords like Kimberley cruises is $ 7.00 per click ■ With a daily budget of $ 70 a day, the expected number of clicks will be around 10 to 14 clicks a day ■ When someone clicks on their Ad , they are sent to the home page and website visitors are expected to use the cruise finder option on the website. ■ The client was hardly getting any online leads or Inquries 15 visitors a day ---- 0 inquries ■ Monthly budget of $ 2400 with hardly any results
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35. Conclusion ■ Do I know enough ? ■ Q&A ■ For a free consultancy, Call 1300 638 734 ■ Email sam.shetty@netregistry.com.au for a copy of the webinar presentation. ■ Thank you