This document discusses pay per click (PPC) marketing strategies. It begins by listing various digital marketing tactics and then focuses on PPC. It outlines elements of PPC success, reasons to use PPC including only paying for clicks and controlling costs. The marketing process is shown with PPC fitting into the awareness and interest stages. Effectiveness of different media is shared with PPC and digital being most cost effective. Best practices like remarketing and modifying campaigns are highlighted. The document provides PPC resources and answers questions.

2. Ted Sanders
Marketing Update
Digital Marketing Manager

3. Social Marketing | Paid Search | Revenue per Unit, Business
Evaluation | Maintenance | Task Management,
Data Standardization | Customer Service,
Sound Accounting | Website Management
PAY PER CLICK

4. Are you David or Goliath?

5. Precision vs. Force
• Do you know your cost per lead from your pay per
click marketing?
• Are you spending money on PPC marketing
because “you should?”
• Are you considering spending more money on PPC
marketing because it works for other people?

6. Elements of success in PPC
• Accountability for paid spend
• Closed loop marketing system
• Correct Velocity of Spend and targeted Ads
• Planning for the correct reach to target audience
• Utilizing retargeting ads to maximize Cost per lead

7. Why You Should Do PPC
• You only pay when an interested
person clicks
• You set your budget to control costs
• You can reach your target consumer
at the right time with the right ad
• Unlike organic search, PPC can
show results very quickly
• PPC data can inform your other
marketing channels

8. Marketing process
Awareness
Interest
Evaluation
Action
Commitment
Purchase
Referrals

9. Marketing process
Pay Per Click Marketing
• Display Ads
• Search Ads
• Remarketing Ads
• Strategic placements
Awareness
Interest
Evaluation
Action
Commitment
Purchase
Referrals

10. Effectiveness of media
Media Per Lead
PPC $15 - $120
Social Ads $85 - $120
Direct Mail $75 - $150
Referrals $150 - $250
Broadcast $250 - $500
Paid search and digital media has been proven to be
very cost effective, but also deliver great reach

11. Focus on cost effectiveness

12. PPC Resources Franchise Support
• Franchise Support – Google Partner, Google Certified, access to
dedicated representative at Google.
• DIY PPC Program- Wordstream Software – Retail Cost $399/month
Self Service Pay Per Click – Google Adwords, Bing Ads, Social Media
Ads.
• Search Mercado – Adwords certified partner. Special discounts
specifically for our franchisees.
• Web.com – Closed loop lead generation solutions. Google SMB
Premier Partner.
• Google Adwords Certified Individuals – We currently have 2
individuals on Franchise Support’s team that are Adwords
Certified Individuals.

13. 5 Reason To Use Pay Per Click (PPC)
1. You only pay when someone clicks
2. You set your budget to control costs
3. You can reach your target consumer at the right
time with the right ad.
4. Pay Per Click shows results quickly
5. Pay Per Click data can be used for other marketing
channels.

14. Best Practices in PPC
• Remarketing/Retargeting Campaigns
• Landing pages
• Phone and lead form tracking
• Constantly modifying

15. QUESTIONS

16. THANK YOU
For additional information email:
tsanders@realpropertymgt.com