Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Advanced Pay Per Click

378 views

Published on

Advanced Pay Per Click

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Advanced Pay Per Click

  1. 1. <ul><li>Guidelines for Smart Search engine Marketing </li></ul><ul><li>Shushant Jha </li></ul><ul><li>PPC Expert, OMLogic Consulting </li></ul>
  2. 2. What is Pay-Per-Click According to MarketingTerms.com.. “ Pay-Per-Click is an online advertising payment model in which payment is based solely on qualifying click-throughs.”
  3. 3. How Does it Work? <ul><li>Bid on relevant keywords </li></ul><ul><li>Advertising engine displays your text ad on their results page or network of web sites </li></ul><ul><li>You only pay when people click </li></ul>
  4. 4. Why Pay Per Click? <ul><li>Get instant visibility </li></ul><ul><li>Cost to enter is small </li></ul><ul><li>Track ROI </li></ul>
  5. 5. Major Players <ul><li>Google </li></ul><ul><li>Yahoo </li></ul><ul><li>MSN </li></ul><ul><li>Miva (Earlier Findwhat + Espotting) </li></ul><ul><li>goClick </li></ul><ul><li>Search 123 </li></ul><ul><li>Search feeds </li></ul>Tier II Players
  6. 6. Getting Started <ul><li>Plan </li></ul><ul><li>Research </li></ul><ul><li>Setup </li></ul><ul><li>Execute </li></ul><ul><li>Track Results </li></ul>
  7. 7. Elements of Good Ads <ul><li>Attention </li></ul><ul><li>Promise of Benefit </li></ul><ul><li>Credibility </li></ul><ul><li>Persuasiveness </li></ul><ul><li>Interest </li></ul><ul><li>Desire </li></ul><ul><li>Action </li></ul>
  8. 8. What Will Make You Stand Out? <ul><li>Do you have the lowest price? </li></ul><ul><li>Do you have the best variety? </li></ul><ul><li>Do you have high-quality products? </li></ul><ul><li>What makes you credible? </li></ul><ul><li>How do you meet the needs of the potential buyer? </li></ul>
  9. 9. More Ad Tips <ul><li>Create a Sense of Urgency </li></ul><ul><ul><li>&quot;limited-time offer“ </li></ul></ul><ul><ul><li>&quot;available for overnight shipping.&quot; </li></ul></ul><ul><li>If you have space, add creditability </li></ul><ul><ul><li>30 day money back guarantee </li></ul></ul><ul><ul><li>5 star rated vendor </li></ul></ul>
  10. 10. Landing Page <ul><li>You just spent $$ to bring someone to your web site, now what? </li></ul><ul><li>Don’t waste it on your home page </li></ul><ul><li>Build specific landing pages that match the expectation your ad generated </li></ul><ul><li>Call to action – highlight your conversion </li></ul><ul><ul><li>- Buy </li></ul></ul><ul><ul><li>- Download </li></ul></ul><ul><ul><li>- Register </li></ul></ul>
  11. 11. Landing Page Cont.. <ul><li>Call to action </li></ul><ul><li>Copy </li></ul><ul><li>Navigation – Limit, can distract </li></ul><ul><li>Merchandising </li></ul><ul><ul><li>Local, Geography, Season </li></ul></ul><ul><li>Micro-site </li></ul><ul><ul><li>Self contained site just for the offer </li></ul></ul>
  12. 12. Do your landing pages convert? <ul><li>A/B Test </li></ul><ul><li>Multivariate Testing - Offermatica </li></ul><ul><li>Track visitors from Ad to Landing </li></ul><ul><li>Landing to Next Step and beyond </li></ul><ul><li>Google Conversion Tracking </li></ul><ul><li>Use a Good Metrics Program Like </li></ul><ul><ul><li>Webtrends, Click Tracks, Net Tracker </li></ul></ul><ul><ul><li>Urchin (Recently purchased by Google) </li></ul></ul>
  13. 13. Conclusion <ul><li>PPC Advertising is a very effective way generate traffic and sales </li></ul><ul><li>Takes effort, planning, testing and constant monitoring </li></ul>
  14. 14. Thank You

×