This document provides guidelines for smart search engine marketing using pay-per-click advertising. It discusses what pay-per-click is, how it works by bidding on keywords and only paying for clicks, and some of the major pay-per-click platforms like Google, Yahoo, and MSN. It also offers tips for creating effective ads and landing pages that convert visitors into customers.

1. Guidelines for Smart Search engine Marketing Shushant Jha PPC Expert, OMLogic Consulting

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. How Does it Work? Bid on relevant keywords Advertising engine displays your text ad on their results page or network of web sites You only pay when people click

4. Why Pay Per Click? Get instant visibility Cost to enter is small Track ROI

5. Major Players Google Yahoo MSN Miva (Earlier Findwhat + Espotting) goClick Search 123 Search feeds Tier II Players

6. Getting Started Plan Research Setup Execute Track Results

7. Elements of Good Ads Attention Promise of Benefit Credibility Persuasiveness Interest Desire Action

8. What Will Make You Stand Out? Do you have the lowest price? Do you have the best variety? Do you have high-quality products? What makes you credible? How do you meet the needs of the potential buyer?

9. More Ad Tips Create a Sense of Urgency "limited-time offer“ "available for overnight shipping." If you have space, add creditability 30 day money back guarantee 5 star rated vendor

10. Landing Page You just spent $$ to bring someone to your web site, now what? Don’t waste it on your home page Build specific landing pages that match the expectation your ad generated Call to action – highlight your conversion - Buy - Download - Register

11. Landing Page Cont.. Call to action Copy Navigation – Limit, can distract Merchandising Local, Geography, Season Micro-site Self contained site just for the offer

12. Do your landing pages convert? A/B Test Multivariate Testing - Offermatica Track visitors from Ad to Landing Landing to Next Step and beyond Google Conversion Tracking Use a Good Metrics Program Like Webtrends, Click Tracks, Net Tracker Urchin (Recently purchased by Google)

13. Conclusion PPC Advertising is a very effective way generate traffic and sales Takes effort, planning, testing and constant monitoring

14. Thank You