Mechanics of Pay Per-Click Marketing by Lisa Kirkman
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This document provides an overview of pay-per-click marketing and search engine marketing. It discusses why search campaigns are effective at attracting ready buyers, the tools used in SEM including keywords, text ads and landing pages. It also covers optimizing ads, managing budgets and ROI, and expanding ad distribution. The presentation aims to demonstrate how to use SEM most efficiently to draw ideal customers and shorten the sales cycle.
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Mechanics of Pay Per-Click Marketing by Lisa Kirkman
- 1. MECHANICS OF PAY-PER-CLICK MARKETING Draw your ideal customer to you. May 2, 2013
- 3. Today’s Agenda • Who are we? Why are we here? • Why search-driven campaigns work • The mechanics of SEM • The search players • Good keyword hygiene • Text ads • Good landing page practices • Managing your money & ROI • Questions
- 4. Who Are You? • Who has an AdWords or PPC campaign going? • Who has run one in the past? • Who is completely new to this?
- 5. Who is Lisa? • Currently: Digital Media Strategist, Swift Digital/Swift Communications Board Member, Reno-Tahoe AMA Adjunct Professor, Sierra Nevada College • Previously: Hewlett-Packard, Digital Strategy Team Cielo Marketing Harlem Globetrotters • Education: MBA, Pepperdine University BA, Journalism
- 6. SEARCH: the right side delivers clients
- 7. Why Does Search Work? 20,400,000,000 searches Ads are in context Users self-qualify
- 8. 1 2 3 4Idea about your product or service Research on a search engine See your ad and click Visit your microsite, already self-qualified How Search Works:
- 9. Search’s efficiency Attract people already in a mindset for your service, allowing you to engage with people ready to buy: •You set the budget by click or visitor •25% of visits should become calls •Only pay for unique visitors •Talk in terms of a full-price pkg; no discounts needed •Shortens your sales cycle Sample Microsite:
- 10. Tools for SEM • 200-250 keyword list • Text ad AdWords campaign • Landing page microsite • Google Analytics on microsite • Know your conversion targets. I like 25% visitor-to-caller conversion target. • Unique, trackable phone number • Record calls for training
- 12. Good keyword hygiene • Describe your product from your client’s point of view • Think in terms of campaign groupings: – “Yoga for beginners” vs. – “Yoga trainer certifications” • Be specific • Layer in geography • Use phrases
- 13. Text ads Headline URL Three lines • Be VERY succinct • Stand out, make an offer • Action-oriented (“buy flowers” rather than “we have flowers”) • Use your most important keywords • Optimize the ads: this is dynamic and on-going work
- 14. Good landing page practices • Simple design • Clear, concrete offer • Don’t link out – this is a sales funnel • Attractive, for credibility • Include your phone, address, email
- 16. Manage your money • It’s an auction, be ready to bid • Know what success is for you, then optimize • Set a monthly budget in AdWords • Set a daily budget in AdWords • Set maximum bids on highly competitive keywords • If you’re working with an agency or firm, get budgets in writing first Per-click costs are dynamic!
- 17. Widen your ad’s reach • Run within search results (right column) • Run with affiliate network/display network • Run on websites by topic • Run in videos
- 18. Calculate your ROI ROI = net profit vs. costs to get that profit • Investment: $1000 in adwords • New sales: $1200 in sales tracked to your campaign • Profit: $ 200 (1200-1000) = 20% 1000
- 19. Remember… • Don’t interrupt • Draw clients to you when they’re in the mindset for you
- 20. Thank you! Please contact me with questions or comments: Lisa Kirkman Swift Digital lkirkman@swiftcom.com D) 530-542-8030 C) 619-347-9970
Editor's Notes
- There are a lot of things we don’t need in this world, but the old way of marketing was to interrupt you to tell you about them. Marketing Interrupticus We don’t need this, or this, and certainly not that. Even in another language, we still don’t need it. The old way of marketing is to push and push and push. Traditional marketing of interrupting people to push a product down their throat is ineffective and expensive. It’s caveman marketing. And it won’t work on the internet. We’re going to talk about a better way to market your valuable services and products without getting lumped in with products people don’t want.
- About Swift: Our regional network includes print and digital media in Carson City, Reno, Gardnerville, Minden, Fallon, Truckee, Incline Village and South Lake Tahoe We deliver nearly 2 million page views every month. Our search tools deliver pre-qualified prospects to over 100 SEM clients each and every day We distribute over 50,000 papers each day to over 110,000 readers .
- 20 Billion in March. What was the last thing you recall looking up? If that question happens to be about something you want to buy…a cruise, a lawnmower, sign making…a well-placed ad in your research could be relevant. Does everyone click on ads? No. Those that do, raised their hand. “I’m interested. Tell me more.”
- Think like a client, what do they worry about, what do they want? How do they recall your product? Consider that they might fumble, free associate Be specific It’s free to put keywords on your list, make it a long list Make long keyword phrases…that’s called using the “long-tail”
- A good text ad is different from a newspaper or television ad. You have a limited number of characters, so it needs to be succinct. One key advantage of AdWords is that you can experiment with what works and further fine-tune your ad copy over time. Tell people why you're different. Highlight your service, value, professionalism, speed, or whatever it is that sets you apart. Tell people what they can expect from your website and your company. Incorporate a call to action in your ad. It's better to say "buy flowers" rather than "beautiful flowers." Use the most important keywords in the ad text. Search terms appear bolded in the ad. This gives the ad a better chance of being noticed and clicked on. Use ad groups to tailor your ads to what users are searching for. With ad groups, you can show different ads for different sets of keywords. For example, a yoga studio may want to create a unique ad for their “yoga for beginners” classes and another ad for people interested in “advanced yoga classes.” Don't know which ad text is better? Experiment with a few different ads. If you aren't sure what text to use in your ad, just let your audience decide. You can create multiple versions of your ad and then compare them to find out which receive the most clicks, leads, or conversions. Remember, you only pay when someone clicks on your ad, so feel free to experiment!
- A good offer is not “we wear clean uniforms”. A good offer is “we will clean three rooms for $299”
- Conversion
- Right column Run in display – that’s AdSense. Those site owners run your ads and then get a piece of your cost-per-click for sharing their audience. Topic is just google’s way of organizing the sites in the display network – same sites. Run your ad in videos – just different format of display network.
- To measure your ROI, you'll need to track conversions , actions that you want your customers to take on your website after clicking your ad such as a purchase, sign-up, or download. AdWords has two free tools that help track conversions resulting from your ad: conversion tracking and Google Analytics . Use these tools in your AdWords account to quickly see how many sales or other conversions your AdWords ads are generating. Once your account builds up some conversion data, you can choose settings that automatically try to increase your conversions.