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Pay Per Click Marketing
The document discusses strategies for using paid search marketing (PPC) to generate targeted traffic and convert visitors into customers. It outlines best practices for conducting keyword research, creating optimized ad campaigns, tracking results, and establishing conversion funnels to guide visitors through the purchasing process. The goal is to help businesses improve their online presence, generate more qualified leads, and increase sales and profits.
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Pay Per Click Marketing
- 1. Building Targeted Traffic: TurningYour Visitors into Customers 1 Click Solutions, LLC Denver, Colorado - USA
- 2. About Us ⢠Provideadvanced digital marketing solutions ⢠Business of all sizes and industries ⢠Our goal is to help businesses: â Elevate their online brand reputation â Generate more leads through the Internet â Tap into new revenue opportunities â Take their profit potentials to higher levels ⢠Worldâs largest network of Internet Consultants ⢠Service more than 80 countries internationally ⢠Corporate head office in Toronto, Canada
- 3. Copyright 2011 Researchand Management. All rights reserved. Global Knowledge, Local Results Largest Global Internet Consultants Network Offices in Over 80 Countries
- 4. Digital Marketing System Digital Marketing System PaidSearch (PPC) Search Engine Optimization (SEO) Email Marketing Social Media (SMO) Targeted Traffic
- 5. Source: Enquiro &Marketingsherpa Pay Per Click 13.5% Pay Per Click â 12.2% 1. Paid Search Marketing (PPC)
- 6. Heatmap â EyeTracker
- 7. Benefits of Pay-Per-Click(PPC) ⢠With AdWords PPC advertising you only pay if someone clicks on your ad. ⢠With normal offline advertising you have to pay for people to see your ad whether or not they respond or see it.
- 8. Driving Traffic -PPC Process Driving Traffic - PPC Process Pay-Per-Click Methodology 1. Research 2. Keyword Research 3. Build PPC Campaigns 4. Landing Pages 5. Tracking, Measuring & Reporting 6. Campaign Optimization
- 9. Google Adwords Campaign http://www.google.ca/adwords Youcreate your ad⌠You choose keywords, set your budget and decide where your ad will be displayed⌠People click on your ads and connect with your business!
- 10. Keyword Research âSearch Volume Keywords Approximate Monthly Average Search Volume travel nursing 135000 travel nurse 135000 travel nurse jobs 18100 travel nursing jobs 18100 travel nursing employment 12100 travel nurse employment 12100 travel nursing job 9900 travel nurse job 9900 travel nurse agency 6600 travel nursing agencies 4400 https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none
- 11. Keyword Research Tools â˘MarketSamurai.com ⢠Labs.Wordtracker.com ⢠FreeKeywords.Wordtracker ⢠SEObook.com ⢠Google Adwords â Keyword Tool (local search)
- 12. Creating Your Ads AdWordsAd WorkSheet Draft 1 Draft 2 Draft 3 Ad 1 Headline (25 Chars) Description 1 (35 Chars) Description 2 (35 Chars) Display URL (35 Chars) Destination URL Ad 2 Headline (25 Chars) Description 1 (35 Chars) Description 2 (35 Chars) Display URL (35 Chars) Destination URL Ad 3 Headline (25 Chars) Description 1 (35 Chars) Description 2 (35 Chars) Display URL (35 Chars) Destination URL Ad 4 Headline (25 Chars) Headline (25 Chars) Description 1 (35 Chars) Description 2 (35 Chars) Display URL (35 Chars) Destination URL http://www.google.ca/adwords
- 13. Theme your Adgroups â˘Poor Adgroup â Visitor has to search again for type of tea â Text on page doesnât match keywords â Ad text doesnât match keywords on page â Low quality score green tea? green tea specific?
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- 15. Good Ad Group â˘Text on page matches Ad group keywords ⢠Text on page matches Ad text ⢠Information is found quickly ⢠Clear call to action
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- 17. A/B Split TestAd Groups ⢠Landing Page with Multi-Variant Testing
- 18. Multivariate Landing PageTesting Testing For Greater Results! Pre-launch Logo Idea Images Offer Auto Responders Email, etc
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- 21. Google Adwords Campaign-Takeaways 1. Budget â min. $750 - $2,500/mo for local campaign â Min $2,500 - $5,000/mo for regional campaign 2. Research Traffic by Keyword Search 3. Build Dynamic Ads â themed & tight to keywords â Advanced tactic; A/B split ad test groups 4. Send Ads to a specific Landing Page â Advanced tactic; multivariate page testing 5. Track results with Google analytics â Track conversion ⢠(landing page actions taken / number of ad clicks CTR) 6. Review your Ads weekly (if not more)
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- 23. Turning Visitors intoCustomers ⢠Establish Conversion Goals ⢠Understand Visitor Behaviours ⢠Create Conversion Paths or Funnels ⢠Present Clear Conversion Messages ⢠Measure Conversion ⢠Essential Web Pages to Maximize Conversion
- 24. Fill out contact form Download an articleor white paper Drive Traffic Make the phone ring Make a Sale! What are your conversion goalsâŚ
- 25. More than justa pretty site..... ⢠Understanding visitors behavior ⢠Understand what people are looking for ⢠What problems/solutions they seek ⢠Different points in their buying cycle ⢠Different levels of knowledge ⢠Create and segment visitor profiles / personas
- 26. Google Analytics weredetected on your website. Visitor Behavior - Heatmap
- 27. 30% of usersclick here The Conversion Funnel â Click 1
- 28. 15% of usersclick here Conversion Funnel â Click 2
- 29. 11% of usersclick here Conversion Funnel â Click 3
- 30. What Do YouWant The Visitor To Do At This Page? DEAD END Conversion Funnel â Click 4
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- 34. 2 clicks toPurchase from PPC Ad!
- 35. Turning Visitors intoCustomers - Takeaways 1. Understand Visitor Behaviours 2. Speak to Customer Personas 3. Establish Conversion Goals 4. Create Conversion Paths or Funnels 5. Provide Clear Conversion Messages 6. Measure Conversion Goals 7. Use Essential Web Pages to Maximize Conversion
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