This document provides an introduction to pay-per-click marketing and landing pages. It discusses key aspects of pay-per-click including how it works, features like geo-targeting and remarketing, and major platforms like Google AdWords and Facebook. It also defines what a landing page is and why they are important for pay-per-click campaigns to maximize conversions from ads.
John Fox, Founder of DealSafe, and former VP at AOL, shares tips and tricks to starting and closing deals in the media business. John explains the main deal types, what both sides care about in closing these deals, and potential ways to negotiate.
"The Flow is the state of being completely involved in an activity for it’s own sake” Mihaly Csikszentmihalyi
If you do something for its own sake, you do it because it is interesting and enjoyable, and not because you have or need to do it. (5)
In positive psychology, flow, also known as the zone, is the mental state of operation in which a person performing an activity is fully immersed in a feeling of energized focus, full involvement, and enjoyment in the process of the activity. In essence, flow is characterized by complete absorption in what one does.(6)
Product Management and the Search for Product Market Fit Intelligent_ly
Jeff Bussgang on Product Management and the Search for Product-Market Fit
Startup product management is both an art and a science.
We're thrilled to host Jeff Bussgang - author, blogger, professor, VC partner, and generally one of the best all round startup minds we know - for an in-depth dive into best practices in product management as well as tactics to achieve product-market fit.
You'll Learn:
-The skills that characterize great product managers
-Tactics and techniques for finding product-market fit
About Jeff Bussgang:
Jeff Bussgang is a general partner at Flybridge Capital, a senior lecturer at Harvard Business School and an author/blogger (book: Mastering the VC Game, blog: Seeing Both Sides). He was previously an entrepreneur, cofounding Upromise (acquired by SallieMae) and serving as VP of marketing and products at Open Market (IPO 1996).
Search Engines, Advertising & the Value of BrandsKristen Sussman
This impressive little guy came from a final group presentation for Dr. Isabella Cunnigham's Integrated Marketing Management course at The University of Texas (way) back in 2011.
Social media has grown and evolved tremendously over the past few years. Facebook is reporting over 900 million users, Twitter has said there are 250 million tweets per day, which breaks down to roughly 2,900 per second. With that growth, social advertising on social media sites has gained wide spread popularity and usage, allowing advertisers to tap into the social and interest graphs of consumers when delivering ads. Facebook as an example enables advertisers to reach more than 900 million people with ads that are relevant, engaging and have social context. So, as a business, how are you taking advantage of social advertising tactics to help extend your brand, build engagement and generate ROI? Attend Formic Media’s Free Seminar Series to learn how social advertising on Facebook, Twitter and other social media platforms can help elevate your small business online.
John Fox, Founder of DealSafe, and former VP at AOL, shares tips and tricks to starting and closing deals in the media business. John explains the main deal types, what both sides care about in closing these deals, and potential ways to negotiate.
"The Flow is the state of being completely involved in an activity for it’s own sake” Mihaly Csikszentmihalyi
If you do something for its own sake, you do it because it is interesting and enjoyable, and not because you have or need to do it. (5)
In positive psychology, flow, also known as the zone, is the mental state of operation in which a person performing an activity is fully immersed in a feeling of energized focus, full involvement, and enjoyment in the process of the activity. In essence, flow is characterized by complete absorption in what one does.(6)
Product Management and the Search for Product Market Fit Intelligent_ly
Jeff Bussgang on Product Management and the Search for Product-Market Fit
Startup product management is both an art and a science.
We're thrilled to host Jeff Bussgang - author, blogger, professor, VC partner, and generally one of the best all round startup minds we know - for an in-depth dive into best practices in product management as well as tactics to achieve product-market fit.
You'll Learn:
-The skills that characterize great product managers
-Tactics and techniques for finding product-market fit
About Jeff Bussgang:
Jeff Bussgang is a general partner at Flybridge Capital, a senior lecturer at Harvard Business School and an author/blogger (book: Mastering the VC Game, blog: Seeing Both Sides). He was previously an entrepreneur, cofounding Upromise (acquired by SallieMae) and serving as VP of marketing and products at Open Market (IPO 1996).
Search Engines, Advertising & the Value of BrandsKristen Sussman
This impressive little guy came from a final group presentation for Dr. Isabella Cunnigham's Integrated Marketing Management course at The University of Texas (way) back in 2011.
Social media has grown and evolved tremendously over the past few years. Facebook is reporting over 900 million users, Twitter has said there are 250 million tweets per day, which breaks down to roughly 2,900 per second. With that growth, social advertising on social media sites has gained wide spread popularity and usage, allowing advertisers to tap into the social and interest graphs of consumers when delivering ads. Facebook as an example enables advertisers to reach more than 900 million people with ads that are relevant, engaging and have social context. So, as a business, how are you taking advantage of social advertising tactics to help extend your brand, build engagement and generate ROI? Attend Formic Media’s Free Seminar Series to learn how social advertising on Facebook, Twitter and other social media platforms can help elevate your small business online.
Daily deal builder presents driving targeted, quality traffic to your websit...Chris Powell
Driving targeted traffic to your website or business is one of the most important components to running any business. You can have the greatest product, service, and offerings — but if no one sees them, what does it matter and more importantly, who does it help? In this recording of our Daily Deal Builder training presentation “How To Drive Quality, Targeted Traffic to your Website“, we discuss various proven ways to effectively drive traffic to your daily deal website, or any website for that matter.
Hotel Distribution - Channels, Complexity and Chaos at Rainmaker Gaming & Hos...Robert Cole
An discussion of the challenges facing hotel revenue managers as hotel distribution channels become more complex and chaotic. Presentation by Robert Cole of RockCheetah to the Raimmaker Revenue Management 2014 Gaming and Hospitality Customer Conference held Wednesday, March 26, 2014 at the Bacara Resort and Spa in Santa Barbara, California.
Tripea enhances current industry processes to imporve the passenger experience and make travel more responsive and focused around traveler needs, preferences and budget.
Branding is a must for successful Realtors. The most-established and sought-after Realtors in many areas are typically those who treat their careers as a business and actively manage and promote their brands using a variety of online and offline tactics. With some careful planning and strategizing, your brand image can make a lasting impression and drive targeted clients to your door.
PPC Advertising Session 2 Direct Marketing Association NorCal 092116John Thyfault
Pay-Per-Click Advertising:
Using Sophisticated Tactics and Tools
Google and the other search engines are offering much more sophisticated ways to target likely prospects and also re-target them after visiting your landing page. This session will help you develop more advanced campaign structures, mobile targeting and re-marketing.
What you’ll learn:
Advanced keyword research and modeling
Advanced campaign structure
Enhanced Campaigns and mobile targeting
Re-marketing and re-targeting in the major PPC providers
How to take full advantage of Product Listing Ads
Writing ads to match user intent
Best practices that will save you costs and improve your ROI
Instructor: John Thyfault
http://www.beasleydirect.com
Electronic Security & Technology Association-Digital Marketing April 2014Impression Marketing
Presentation to the Electronic Security & Technology Association Members (Security Alarm Companies) in Atlanta, GA on April 29, 2014. Includes information on digital marketing trends, b2b and b2c marketing and how independent security alarm companies can stay competitive against the large national companies now offering security and home automation systems.
Leave us to benchmark your PPC efforts, but consider Unbounce when you hit obstacles in creating that killer landing page.
A good quality score doesn't come by chance, and in this webinar we get deep and dirty into just how landing pages can bolster your quality score so that your PPC results improve.
*spoiler alert* Special Unbounce promotional offer inside!
PPC Rescue Workshop, OMS 2012, Santa Clara, CA Oct 24, 2012John Thyfault
This presentation will walk you through the top areas that you should look at when trying to revive a flagging campaign including: Quality Score analysis, Real Return on Ad Spend Calculations that don't hide behind gross numbers, Multi screen strategies that capture all of your users and understanding the ever shifting landscape of match types.
Daily deal builder presents driving targeted, quality traffic to your websit...Chris Powell
Driving targeted traffic to your website or business is one of the most important components to running any business. You can have the greatest product, service, and offerings — but if no one sees them, what does it matter and more importantly, who does it help? In this recording of our Daily Deal Builder training presentation “How To Drive Quality, Targeted Traffic to your Website“, we discuss various proven ways to effectively drive traffic to your daily deal website, or any website for that matter.
Hotel Distribution - Channels, Complexity and Chaos at Rainmaker Gaming & Hos...Robert Cole
An discussion of the challenges facing hotel revenue managers as hotel distribution channels become more complex and chaotic. Presentation by Robert Cole of RockCheetah to the Raimmaker Revenue Management 2014 Gaming and Hospitality Customer Conference held Wednesday, March 26, 2014 at the Bacara Resort and Spa in Santa Barbara, California.
Tripea enhances current industry processes to imporve the passenger experience and make travel more responsive and focused around traveler needs, preferences and budget.
Branding is a must for successful Realtors. The most-established and sought-after Realtors in many areas are typically those who treat their careers as a business and actively manage and promote their brands using a variety of online and offline tactics. With some careful planning and strategizing, your brand image can make a lasting impression and drive targeted clients to your door.
PPC Advertising Session 2 Direct Marketing Association NorCal 092116John Thyfault
Pay-Per-Click Advertising:
Using Sophisticated Tactics and Tools
Google and the other search engines are offering much more sophisticated ways to target likely prospects and also re-target them after visiting your landing page. This session will help you develop more advanced campaign structures, mobile targeting and re-marketing.
What you’ll learn:
Advanced keyword research and modeling
Advanced campaign structure
Enhanced Campaigns and mobile targeting
Re-marketing and re-targeting in the major PPC providers
How to take full advantage of Product Listing Ads
Writing ads to match user intent
Best practices that will save you costs and improve your ROI
Instructor: John Thyfault
http://www.beasleydirect.com
Electronic Security & Technology Association-Digital Marketing April 2014Impression Marketing
Presentation to the Electronic Security & Technology Association Members (Security Alarm Companies) in Atlanta, GA on April 29, 2014. Includes information on digital marketing trends, b2b and b2c marketing and how independent security alarm companies can stay competitive against the large national companies now offering security and home automation systems.
Leave us to benchmark your PPC efforts, but consider Unbounce when you hit obstacles in creating that killer landing page.
A good quality score doesn't come by chance, and in this webinar we get deep and dirty into just how landing pages can bolster your quality score so that your PPC results improve.
*spoiler alert* Special Unbounce promotional offer inside!
PPC Rescue Workshop, OMS 2012, Santa Clara, CA Oct 24, 2012John Thyfault
This presentation will walk you through the top areas that you should look at when trying to revive a flagging campaign including: Quality Score analysis, Real Return on Ad Spend Calculations that don't hide behind gross numbers, Multi screen strategies that capture all of your users and understanding the ever shifting landscape of match types.
Profitable Tactics For Crushing Your Competition’s CampaignsWhatRunsWhere
WEBINAR: Profitable Tactics For Crushing Your Competition’s Campaigns
Ready to take advantage of your competitor’s strategy so you can build profitable campaigns?
Uncover...
- Which of your competitors’ ads are driving the most success
- How to pinpoint their most profitable traffic sources
- Where to focus your mobile advertising efforts
- How you can cut down split testing, while still optimizing
- Where to spot other top-performing advertisers targeting the same niche
- What steps to take to become more visible and crush your competitors!
Check out these slides and you’ll learn how to spy on your competitor’s campaigns in order to uncover their most profitable strategy secrets.
Find out how you can boost your campaign success using their marketing insights.
7 Essential Best Practices for Digital Media PlanningJames Windrow
Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.
Common paid advertising mistakes your company is makingDigital Reach
Paid Advertising, or Search Engine Marketing (SEM), is an incredibly powerful medium for reaching your target customers, driving MQLs and SQLs, and raising ROI. It also provides unparalleled data that gives your entire marketing operation a massive advantage over other digital marketing strategies. But, just as paid advertising is powerful, it can also be dangerous and expensive.
Are you making the most of the SEM opportunity? Are you missing valuable opportunities to generate quality leads, MQLs, and SQLs? Are you wasting money on ill advised strategies?
During this Web Clinic, our Head of Operations Andrew Seidman will cover:
3 Common Paid Advertising Mistakes You’re Probably Making
How to capture value at bottom, middle, and top of funnel
The three highest value strategies you need to implement right away
Don’t miss these actionable insights that can drive measurable results for your marketing organization!
PPC Advertising Session 1 Direct Marketing Association NorCa 092116John Thyfault
Pay-Per-Click Advertising Fundamentals:
How to Get Started
As more and more companies are joining the competitive PPC marketplace, understanding how to use various aspects of the different search engines to differentiate your products is key. Google, Bing and other PPC providers are continually adding new features and options for pay-per-click advertising. This two hour session will give you a solid foundation on the latest changes and opportunities.
What you’ll learn:
Defining what PPC advertising is and isn’t
Understanding the roll of keywords in the process
Looking at match types; how to bid on real world searches
What is quality score and how can you use it to save money
How to target your campaign to the right searcher to get the best results
How to write an ad that generates both clicks and conversions
How to track your spend and optimize it
An overview on content advertising, product listing ads, and PPC opportunities on social media
Instructor: John Thyfault
Google AdWords is the most powerful and sophisticated advertising platform ever created. What better time to get your message in front of a prospect than at the exact moment when they have expressed an interested in what you sell by typing a relevant keyword into a search engine? What better way to target your message than by zeroing in on the actual keyword the person is seeking information about?
If only it were that simple! Perhaps you’ve received a card in the mail from Google inviting you to give it a try. Maybe you’re already an AdWords user but are struggling to make it perform profitably. Or maybe you’ve wanted to get in the game but have held back because you’re heard stories of money spent with little or nothing to show for it. Any way you slice it, jumping into Google AdWords without knowing what you are doing is no longer an option. If you’ve got the bankroll and the patience, you may eventually get an education, but it won’t be cheap.
Illustration of various types of Online marketing with examples.Slides talk about search engine marketing, display ads, affiliate marketing, lead generation marketing, native marketing, email marketing etc.
How to leverage market insights for winning Digital StrategiesMel Tomas
Key Take Aways:
How Marketing intelligence helps you understand customer behaviour, map your competition & create winning digital strategies
How to leverage competitive intelligence to fine tune your digital marketing: SEO, paid media, campaigns, web & mobile channels
Success Story: How Ibibo gets it right
Insights driven marketing: Use cases across industries
Prism software limited Assists you to market it with Google advert words commercials subsequent to Google seek results to boost web page site visitors and gross sales.
Visit : http://www.prismsoftinc.com
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
3. - Who are we?
ThinkSEM
• Founded Nov. 1, 2007
• Core Services
– Pay-per-click marketing (PPC)
– Landing page design & testing
– Website design
– Search engine optimization (SEO)
– Much more….
• Preferred Vendor of
TrustedChoice.com
• Google Partner
• Bing Ads Accredited
• 4-time Design Award Winner
3ThinkSEM Consulting, LLC – Confidential and Proprietary
4. - Who am I?
Clint Danks
• 12 years’ industry experience
• Managed over 20MM in client ad
spend
• Founder of Minnesota Search
Engine Marketing Association
(MnSearch)
• Advisory Board - MnSearch
4ThinkSEM Consulting, LLC – Confidential and Proprietary
5. Table of Content
Pay-Per-Click (PPC)
• What is Pay-Per-Click?
• Features and Benefits
• How does PPC marketing help
your insurance agency?
• Introduction to the platforms
Landing Pages
• What is a landing page?
• What is NOT a landing page
• Why landing pages?
• Tracking PPC and Landing Pages
ThinkSEM Consulting, LLC – Confidential and Proprietary 5
6. What is Pay-Per-Click?
• PPC is a model of online marketing wherein advertisers pay
when their ads are clicked, essentially buying traffic for a
website/landing page.
• PPC, also known as CPC (cost-per-click), SEM (search engine
marketing), or Paid Search, is an immediately effective way to
funnel traffic to a website/landing page.
ThinkSEM Consulting, LLC – Confidential and Proprietary 6
7. Sponsored Search - AdWords
• Most noticeably, paid search occurs on search engines
(i.e., Google). Ads are triggered by keywords visitors type into
the search box.
This type of PPC
is called Sponsored
Search.
ThinkSEM Consulting, LLC – Confidential and Proprietary 7
8. Sponsored Search – Bing Ads
• Most noticeably, paid search occurs on search engines
(i.e., Google). Ads are triggered by keywords visitors type into
the search box.
This type of PPC
is called Sponsored
Search.
ThinkSEM Consulting, LLC – Confidential and Proprietary 8
9. Display Ads/Banners
• Advertisers can also opt to have their banner ads appear on
related websites. This is called the Display Network.
ThinkSEM Consulting, LLC – Confidential and Proprietary 9
10. Remarketing
• Scenario: You visit a car website, researching a new vehicle.
Later, you visit weather.com to check the temperature…
…and lo and behold, you see a banner ad for the very car
dealership you visited earlier. You’ve been remarketed to!
• Remarketing is a way for advertisers to get back in front of a
previous audience – visitors who didn’t take a desired action
on the site – with ads shown on other websites in the Display
Network.
ThinkSEM Consulting, LLC – Confidential and Proprietary 10
11. Features and Benefits of PPC
• Geo-targeting
• Day-parting
• Device Targeting
• Keyword Control/Relevancy
• Demographic Targeting
ThinkSEM Consulting, LLC – Confidential and Proprietary 11
12. Geo-Targeting
• Most often, advertisers don’t want their PPC ads to show
world- (or even nation) wide.
• Geo-targeting allows you to target an audience within a
specific geography (whether a country, state, county, DMA,
city, zip code or radius target).
– Saves money on wasted clicks – visitors outside your
desired location.
– Efficient use of (tight) budget for local businesses.
ThinkSEM Consulting, LLC – Confidential and Proprietary 12
13. Day-Parting
• Day-parting allows advertisers to run ads at certain
days of the week or even specific hours of the day.
• E.g., most B2B businesses are better off serving ads
during hours of operation vs. weekends.
ThinkSEM Consulting, LLC – Confidential and Proprietary 13
14. Device Targeting
• Two ways to target audience by device:
– Desktop/laptop + tablets
– Smartphones
• Why target this way?
– Different activity levels/needs depending on device
– Varying experience based on size of screen, etc.
ThinkSEM Consulting, LLC – Confidential and Proprietary 14
15. Keyword Control & Relevancy
• Sponsored search PPC’s entire model is built around keywords
– Ads only show for relevant queries (Sponsored Search)
• Account Management
– Keywords organized in niched groups
– Ad copy written specifically to those
keywords
– Ads link directly to landing pages
that match copy’s message
ThinkSEM Consulting, LLC – Confidential and Proprietary 15
16. Demographic Targeting
(Display Network)
• Reach the right audience segment by targeting specific
demographics
– Age
– Gender
– Parental Status
– Job title
– Household income
– Interests
ThinkSEM Consulting, LLC – Confidential and Proprietary 16
17. How does pay-per-click marketing help
your agency?
• SEO is a long-term endeavor
– Takes a long time (sometimes years) to “ramp up”
– “Free” (if in-house) but very time-intensive
• PPC is immediately effective
– Click “enable” and ads start showing
– Allows greater flexibility
• Keyword targeting
• Volume of traffic/leads
• Easily target by device/demographics/location
ThinkSEM Consulting, LLC – Confidential and Proprietary 17
18. Lead Generation That Makes Sense for Your Business
• Many different strategies to choose from.
• What makes sense for your business?
• Highest profit insurance lines?
• Volume?
• Branding?
ThinkSEM Consulting, LLC – Confidential and Proprietary 18
19. Brand Awareness
• Banner ads can accomplish
two primary goals
– Local brand awareness
– Lead generation
ThinkSEM Consulting, LLC – Confidential and Proprietary 19
20. Introducing the PPC Platforms:
• Google AdWords
• Bing Ads
• LinkedIn
• Facebook
ThinkSEM Consulting, LLC – Confidential and Proprietary 20
21. Google AdWords
• Serves ads on Google and their partner network
• Market share
– Google AdWords: 67%
– Bing Ads: 28%
• Primarily a keyword-driven platform
• Multiple ad types/delivery methods
– Text ads for Sponsored Search
– Text and/or banner ads for Display Network
ThinkSEM Consulting, LLC – Confidential and Proprietary 21
22. Bing Ads
• Serves ads on both Bing and Yahoo search engines (and AOL
in the near future)
• Primarily a keyword-driven platform
• Less competition
• Cheaper cost-per-click (CPC)
• More flexibility with campaigns/ad groups
ThinkSEM Consulting, LLC – Confidential and Proprietary 22
23. Pro’s and Con’s of AdWords and Bing Ads
• Pro’s
– Laser-focused (keywords)
– Take back control over Google and Bing (and Yahoo)
• Con’s
– Account size can become very, very large and difficult to
manage
• 1000’s of keywords
• 100’s of ads
– Can get expensive if not managed correctly
ThinkSEM Consulting, LLC – Confidential and Proprietary 23
24. LinkedIn
• Demographic-driven platform
• Continuity from audience to
ad copy to landing page
• “Hybrid” ad styles (50x50
pixel image and text)
• B2B
– Commercial lines
– Vs. Facebook (B2C)
ThinkSEM Consulting, LLC – Confidential and Proprietary 24
25. Facebook
• Demographic-driven platform
• “Hybrid” ad styles
• B2C
– Personal lines
• Also supports remarketing
ThinkSEM Consulting, LLC – Confidential and Proprietary 25
26. Pro’s and Con’s of LinkedIn and Facebook
• Pro’s
– Much cheaper traffic
– Demographic control (age, gender, likes, geography, etc.)
• Con’s
– Ads can experience “fatigue” over time.
• Same ads served to the same audience over and over.
• Need to have a many different creatives in order to avoid going stale.
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27. Where To Send PPC Visitors?
• The Landing Page
– After we’ve acquired the click, we need to send
visitors to a page where they have a much better
chance of turning into a lead/client.
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28. What is a Landing Page?
• Two “Proper” Definitions
– Website:
• Any page a visitor lands/arrives upon, whether from
organic listing, referral or direct traffic.
– Paid Search:
• A standalone, custom page built for the sole purpose of
converting paid traffic.
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32. Don’t Forget Your Mobile Audience
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33. Other Examples of Landing Pages
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34. Other Examples of Landing Pages
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35. What is NOT a Landing Page?
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36. If You Saw That After Clicking an Ad
• You would set the world record for leaving a website!
• I apologize to the Rezin Insurance Group
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37. What is Not a Good Landing Page?
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38. What is the Worst That Could Happen?
• These environments do not represent the company brand
effectively
• No clear calls-to-action (or far too many)
• No leads
• Most importantly…wasted marketing dollars!
• And a bad attitude towards pay-per-click
– “Pay-per-click doesn’t work”
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39. Why Landing Pages & Not Website?
• Send PPC visitors to website
– General messaging
– No (specific) message match between keyword/ad
copy/landing page
– Multiple goals on website
– Too many distractions
• Send visitors to specific landing page
– Page designed for specific purpose (1 or 2 goals)
– Minimal distractions
– Message match/continuity
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40. Why Landing Pages? (cont.)
• Attention ratio
– Eliminate distractions and keep visitors focused on what
YOU want them to do (convert).
• Conversion improvement
– Click to trackable lead (form or phone call)
– Maximize ability to convert click into lead
• Isolated testing environment
– Messaging, imagery and form length
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41. Track Your PPC & Landing Pages
• PPC can be tracked to the penny
– Keywords, ads > conversion > ROI
• Call tracking
– Measure every phone call
• Forms
– Capture lead info
– Pre-qualify
• Google Analytics
– Free platform; robust
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42. Who is Going to Effectively Manage
Our PPC Accounts?
• Outside vendor who has years of experience, is a Google
Partner and has case studies.
• Improve account efficiency over time
– Negative terms
– Test ad copy
– Eliminate “dead weight” keywords/ads
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43. Debunking PPC Myths
• Buying PPC traffic means we’ll perform better organically
• Higher spend per click = higher ranking
• Top position = top results
• Bidding on keywords I already organically “rank” well for is a
waste of money
• Click fraud
• Custom landing pages = waste of money (I already have a
website)
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44. Take-Aways
• PPC is the best digital marketing medium
– When done correctly!
• Consistent lead volume
• PPC isn’t for everyone
• Before you start pay-per-click marketing:
– Know your agency close rate on non-referral leads.
– Know your average lifetime value for each client.
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45. Take-Aways (cont.)
• Why close rate on non-referral leads and lifetime
value?
– PPC manager can work backwards in determining the following:
• Monthly ad spend budget
• Optimal cost-per-click (by given insurance line)
• Estimated lead volume/month
• Forecast accurate return-on-ad-spend!
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