Ppc Mar09 Intnl
•Download as PPT, PDF•
0 likes•447 views
PPC presentation - UKTI Nov 09
![[object Object]](https://image.slidesharecdn.com/ppc-mar09-intnl-091125110611-phpapp02/85/Ppc-Mar09-Intnl-1-320.jpg)
![Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Ppc Mar09 Intnl
Similar to Ppc Mar09 Intnl (20)
More from Jan Klin & Associates
Recently uploaded
Recently uploaded (20)
Ppc Mar09 Intnl
- 4. Pay Per Click and the digital media mix % share of revenues for 2007 Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. £224.4m £20.5m £15.7m £8.8m £55.6m £10.9m £ 182.0m £80.3m £768.3m
- 9. Altavista
- 12. New Advertiser Advertiser at position 1 Advertiser at position 2 Advertiser at position 3 Advertiser at position 4 Bidding in reality Bid price of £0.50 Bid price of £0.40 Bid price of £0.30 Bid price of £0.20 100 click throughs 75 click throughs 50 click throughs 25 click throughs Position 3 Bid price of £0.35 50 click throughs Payment of £0.31 per click, up to £0.35 Cost = bid price multiplied by number of click throughs
- 15. Capture The Long Tail Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
- 16. Segment and target Best Practice: Match the Terms (and Pages) to Customers’ Intents Customer Need Keyword Attributes Examples “ What is out there to meet my need?” “ How can I learn about a product or service?” Informational terms Product classes Problem descriptions DVD player Family holiday Financial planning “ What brands and features are there?” “ What is distinct about this one?” Features Brand names Differentiators Portable DVD player Hawaii holiday Personal pension Learning Shopping Buying “ I want that one!” “ Who stocks this model number?” Product code Locations Nicknames Panasonic DVD-LX9 Maui golf resort Low risk growth fund
- 17. www.royaldubai.co.uk – PPC then SEO
- 19. www.spyfu.com
- 21. How pay-per-click works Search Term Research & Targeting Drives Quantities of Leads Title & Description Targeting Drives Quality of Leads Landing Page Targeting Drives Conversions
- 22. Yahoo Search Marketing - Keyword Assistant
- 23. Simply Type in a search term relevant to your web site The ‘Count’ shown next to each term refers to the number of UK consumers who searched for that term in the previous month Yahoo Search Marketing - keyword assistant http://searchmarketing.yahoo.co.uk/en_GB/ A list of related terms will appear
- 28. Keyword selection computer 132,755 laptop 19,152 sony vaio 2,264 sony vaio z1sp 47 cheap sony vaio laptop 11 £5.00 £0.46 £0.40 £0.10 £0.10
- 31. Three Steps to Success Search Term Research & Targeting Drives Quantities of Leads Title & Description Targeting Drives Quality of Leads Landing Page Targeting Drives Conversions
- 32. £50 Offer
Editor's Notes
- Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list Point out ‘natural’ and ppc listings
- This particular slide breaks down from the previous slide the exact constituent elements of online display and classified adverting.
- You might already know the search terms that your purchasers are likely to use. If not, you can go to the Overture web site and use our Keyword Assistant. This is a free tool that allows you to type in a search term that is relevant to your business; one a purchaser may use. The Keyword Assistant will then tell you the number of searches in the previous month for that search term and related ones. In this instance a travel company specialises in holiday cottages in Cornwall, and they type in “Cornwall”. All the searches for “Cornwall” and related search terms are shown by the Keyword Assistant.
- Figleaves uses specific and general search terms to drive qualified and less qualified users to its web site. For example individuals typing in “Wonderbra”, and those with a more general enquiry such as “lingerie”. From initially using 250 search terms, Figleaves now uses 6,000 search terms to produce both types of response, and all types of buyer.