Best Value From Web Advertisin

Best Value Web Advertising

Introduction

Paul Tansey

www.intergage.co.uk
Poole & Southampton

Intergage provides functional yet elegant, search engine friendly and updateable Web
sites for the small or medium sized businesses. Typical prices are £1,500-£5,000.


Agenda

• What is Web Advertising?
• What can Web Advertising do for my business?
• Why Web Advertising works
• Web Advertising in action
• How to advertise…
• Top Tips
• Return On Investment


What Is Web Advertising?

• Banner Advertising
• Directory advertising
• Pay-per-click (PPC) advertising (“sponsoring” key phrases)


What Can Web Advertising Do For My Business?

• Get you found by your audience & get your message delivered
• Deliver lowest cost lead generation/ customer acquisition
• Complement your “Natural” search engine results
• Generate near instant results
• Help you market a new site or previously un-marketed site
• Opportunistic marketing and product promotions
• Deliver an outstanding return on investment compared to
traditional advertising techniques


Why Web Marketing Works


Pay Per Click Vs “Natural” Search Engine Results


Directories dominate “Natural” Search Engine Results


Web Advertising In Action


All these results are
sponsored…

For a free, no-obligation initial consultation about your next site Call 01202 680400 or visit www.intergage.co.uk


…and here


…and here

…and over here


PPC Advertising
can guarantee
to get you in the
top 3 here

Or over here…


All of these
results are
sponsored links


All these

…and these


Only these
results aren’t
Ads


How To Go About PPC Advertising


UK Turf Occupied By Gangs


http://searchmarketing.yahoo.co.uk

Click here


Yahoo Search Marketing Research Tools

• Is there an on-line demand for what you do?
• How big is it/ where is it?
• What exactly is your potential audience looking for?
• What will reaching the audience cost?
• What messages will I use?
• Establish KPIs based on visitors, conversion rates, costs & profits


How Google AdWords Refined The Process

Up until Summer 2005

Bid Per Click CTR Score Ranking
C
Advertiser A £0.10
£0.20 4%
1% 40
20 1
Advertiser B £0.19 2% 38 2
A
Advertiser C £0.20
£0.10 1%
4% 20
40 3


The latest refinement…

Quality Score

“The quality score is determined by the keyword’s click through
rate (CTR), relevance of Ad text, historical keyword performance
and other relevancy factors”

“CTR is still the predominant factor”. Richard Holden, Google

Quality score is critical to your ROI.
Therefore these 4 key factors are critical to your success.
1. CTR
2. Relevance of Ad text
3. Historical Keyword Performance
4. “Other relevancy factors…”


Quality Score (cont…)

“Other Relevancy Factors…”
Understand Google’s passion for relevancy.
A Googlebot will visit your site within 30 seconds of placing an Ad,
so it would seem that they are checking landing pages for what
they deem good Web practice (relevance to keyword, Ad, lack of
pop-ups etc..).
Ensuring a quality experience for their users and weeding out the
bad guys…

www.google.co.uk/webmasters/guidelines.html


Quality Score (cont…)

Advertiser Max CPC Quality Score Rank No. Position Min. Bid Actual CPC
A £0.40 1.8 0.72 1 £0.04 £0.37
B £0.65 1 0.65 2 £0.05 £0.39
C £0.25 1.5 0.38 3 £0.04 £0.04

Advertiser A’s actual CPC is worked out as 1p more than required
to stay ahead of Advertiser B.
In this example we look at Advertiser B’s Rank no. and divide this
by advertiser A’s quality score. .65/1.8 =.36 + 1p = 37p

In the real world we don’t get to see our quality scores…


Typical Concerns

• This could bankrupt me!
• Can my competitors cost me money?
• What kind of conversion rates can I expect?


Top Tips - General

• Find a minimum of 30 or 40 phrases/ key words (better 100-200)
• Ugly Advertising – don’t pay for the wrong traffic
• Deep Linking – take a customer to the most relevant page
• Why not create the pages your audience wants rather than the
pages you want to create?
• Make sure your site is worth advertising!
• A customer has a lifetime value


Realistic Expectations

• Researchers vs. Buyers


Top Tips - Capturing The Click

• Use the exact query in the title and description
• Offer product information, prices, comparisons and reviews
• Trusted brand names and vendors
• Make it clear you sell on line
• Incentives – promises of discounts, free shipping


Top Tips - Copy Writing

• Turn down the hyperbole/ “marketese”
• Punctuate sensibly
• Differentiate yourself
• Remember that the viewer thinks they are looking at a search engine


Top Tips – Converting Traffic

• Ensure page content matches key phrases
• Clear concise navigation to related supporting sales information
• Clear calls to action on every page where people will see them
• Offer an incentive to do it now


Managing & Monitoring Results

• Track leads and enquiries
• Monitor conversion rates
• Monitor profits
• Calculate ROI and aim to improve upon it
• Constantly monitor and refine messages


Summary

• Find out what demand there is that you can supply
• Create pages that match the demand
• Find cost effective phrases to sponsor
• Market the pages using natural and PPC advertising techniques
• Use Web Advertising like a tap – turn it on and off as required
• Monitor your ROI and keep honing messages and phrases to
achieve maximum return

Best Value From Web Advertisin

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