This document discusses pay per click (PPC) advertising and how to increase returns on investment through qualified leads. It begins by outlining limitations of search engine optimization and introduces PPC as a way to get around those problems. The bulk of the document then covers best practices for PPC campaigns, including keyword research, daily budgeting, landing page optimization, and tracking conversions. It emphasizes the importance of quality scores, call-to-action, and testing variations to improve click-through and conversion rates. An example case study demonstrates how one company improved their online leads through implementing a PPC strategy.

1. Pay Per Click Advertising
Increasing your ROI with qualified leads
Presenter: Sam Shetty Date: Oct 2011

2. Agenda
■ Why should I consider Search Engine Advertising (SEA)?
■ What is Search Engine Advertising?
■ The SEA Process
■ Conclusion

3. Website Traffic
“Website traffic is
meaningless unless it
converts into leads”

4. How many sites will they visit?
52%
of consumers visit only 1 or 2 sites when researching a
product*
■ 36% visit 3-5 sites for research
■ Only 12 % visit 6 or more sites!
* Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Feb ‘09

7. Research process

8. Why should you consider?

12. SEO limitations
■ Takes longer to get near the top
■ Google is always one step ahead
■ Flash websites are much harder to optimise
■ High competition for the best keywords
■ Difficult to rank high for generic keywords
Is there something else I can use to get around these
problems?

13. What is search engine advertising/ PPC
…a form of Internet marketing that seeks to
promote websites by increasing their visibility
in search engine result pages (SERPs)
through the use of paid placement, contextual
advertising, and paid inclusion.
Wikipedia

14. Common SEA problems
■ “My daily budget gets blown quickly!”
■ “The ads don’t appear like they’re supposed to”
■ “My company can afford more”
■ “It’s too expensive”
■ “‘Tyre-kickers’ waste my money”
■ “My ads have a high bounce rate”

15. Is PPC right for me ?
■ Does your business have a unique selling point ?
■ Do you stock products ?
■ Do you need to feed your sales team with leads ?
■ Low cost of lead acquisition
■ Do you need to measure ROI ?
■ Ability to focus on specific locations , time zone
■ Ability to change your marketing message daily
■ Better conversions

16. Flexibility

17. Where should I advertise ?

18. Google adwords

19. Why AdWords ….

20. How to get started ??
■ Set your goals ( Sell online or generate leads )
■ Keyword research
■ Set your daily budget for adspend
■ Decide on your USP ( Why should someone consider me?)
■ Decide on your campaigns ( Create multiple campaigns)
■ Setup Google analytics & conversion tracking
■ Setup Google website optimizer
■ Landing page

21. Keyword Research
■ (https://adwords.google.com/select/KeywordToolExternal)

22. Daily Budget
■ Decide on days of the week you want to advertise
■ Number of clicks required for conversion
Daily Budget = avg cpc X No of clicks = $ Daily spend
e.g if the average cpc is $ 1.00 and if you need 15 clicks to get
one conversion = Daily budget $ 15

23. Google website optimizer
www.google.com/websiteoptimizer
Key features
■ A/B Split & Multivariable Testing
■ Increase sales and conversion rates.
■ Decrease Cost Per Acquisition (CPA)
■ Increase time spent on your site.
■ Eliminate guesswork from site design.
■ Articles and tips on website optimization
■ Advanced testing strategies

24. Setting up a PPC campaign
■ Easy to setup
■ Decide on a daily budget
■ Set your maximum cost per click (CPC)
■ Create a keyword list
■ Write an ad which attracts customers
■ Decide on a ‘call to action’
■ Track, monitor, modify and improve
■ Landing pages

26. How to make it work ?
■ Quality Score ( 0 – 10 )
# Max CPC ( maximum cost per click)
# CTR ( Click through rate )
# Quality of Ads
# Load time ( Time it takes for Google to load your website)
■ Better Landing pages
■ Good call to action

28. Case Study 1300cruise
■ www.1300cruise.com.au
■ CPC for keywords like Kimberley cruises is $ 7.00 per click
■ With a daily budget of $ 70 a day, the expected number of
clicks will be around 10 to 14 clicks a day
■ When someone clicks on their Ad , they are sent to the home
page and website visitors are expected to use the cruise
finder option on the website.
■ The client was hardly getting any online leads or Inquries
15 visitors a day ---- 0 inquries
■ Monthly budget of $ 2400 with hardly any results

35. Conclusion
■ Do I know enough ?
■ Q&A
■ For a free consultancy, Call 1300 638 734
■ Email sam.shetty@netregistry.com.au for a copy of the
webinar presentation.
■ Thank you