The document discusses tips for pay per click (PPC) advertising and search engine optimization (SEO), noting that while PPC can generate immediate revenue, SEO is generally preferred as it does not require ongoing costs and can help focus SEO efforts. Keys to effective PPC include testing keywords, ad variations, and landing pages that clearly relate to ads and provide incentives. The document also recommends segmenting ads by region and providing ROI reports to track performance.

1. WhiteCloud Marketing
Pay Per Click Tips
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2. SEO and PPC
Proactive Online Lead Generation
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3. Internet Advertising
• Worldwide online ad spending will reach $65.2
billion in 2008, with 15% to 20% annual growth
through 2011, when spending would hit $106.6
billion.
• Online all media in 2008,nearlyby 2011.all ad spending
across
ads account for
14%
10% of
Source: IDC’s quot;Digital Marketplace Model and Forecast, 2008.
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4. Trend: 50% of ad spending online
• Over 50 per cent of an average marketer’s budget is
now spent online.
• Over 70 per cent of companies use Search Engine
Optimization, Paid Search and e-mail marketing to in-
house lists
• Use of offline marketing methods has decreased
• Organizations have lessened their use of marketing
methods such as postal, telephone and radio, in favour
of online methods
Source: Clash-Media, June 2008
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5. Trends: PR and
Television
• The only two offline marketing methods which have
increased in use are press and television
• Many companies use passive Search Engine
Optimization methods, which rely on a prospect
actively researching for their product or service as
opposed to Proactive Online Lead Generation,
which uses the web to seek out potential prospects
and deliver fully qualified leads for interested buyers.
Source: Clash-Media, June 2008
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6. Paid vs. Non Paid
Paid Ads
Organic or
non-paid
Ads
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7. PPC and SEO Tips
Organic or
non-paid
Ads Only
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8. Keys to PPC
• Landing page sites typically have a conversion rate
around 10 to 12%, but can go as high as 30% + if
they are properly targeted.
• B2B products and services typically have a lower
conversion rate but effective ROI. B2C items tend
to have higher conversion rates but lower ROI.
(This is a direct result of lower price point for B2C
products.
• Test many words and terms. Set them up in useful
groups and by geographical areas to maxmize
learnings.
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9. Keys to PPC
• PPC marketing will properly focus SEO efforts. SEO
will provide the Key Words SEO efforts will utilize.
• The only way to be certain of anything in marketing is
to test it. PPC marketing allows you to test real time
with the fastest feedback loop of any marketing
medium in the world.
• Example:You can use Google AdWords to offer a
free white paper about some topic from a one page
website.
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10. WhiteCloud Marketing
Focus on 4 Keys:
• Lead Generation
• Service - face to face
• Proactive SEO and PPC lead generation
• Guaranteed increase in CTR within 2
weeks.
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11. Observations
High Clicks
for this
keyword.
High
conversion
rate (CTR)
of 20% for
this
keyword.
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12. Observations
• Customers click on brand more than other words
• Note the geographic region you offer services in
products is relevant
• Credibility - (i.e. number of customers)
• Landing Page must relate to Ad
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13. LOW CTR
• How can a low CTR be remedied
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14. Remedy: Key Word
• Add more key words and
track effective words
over one week.
• Use Keywords
generated by
KeyWord tool from
Company website
(use option from
company website)
• Use Keywords that are relative to the business or service
• Stay away from broad terms
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15. Remedy: Ad Variations
Multi-variate
ad testing.
High
Conversion
rate
Low
Conversion
rate
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16. Remedy: Ad Variations
• Its obvious the ads with the highest click through
rate with the right keywords will together
generate higher CTR’s.
• Local information on ads works effectively (i.e.
GTA)
• Ads that build credibility (i.e. 10,000 customers)
• There is a good offer - ‘free water test’
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17. Remedy: Dynamic Ads
• Please note the tag formatting rules
• The information above will insert the KeyWord
dynamically when the keyword is searched
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18. Remedy: Landing Page
• An effective landing page is critical in creating a
high Quality Score. High Quality Scores reduce the
costs per click
• The Landing page requires text and or words
that relate to the ad. (i.e. GTA Customers in
Adwords, ensure the Landing Page uses these
words and confirms the information on the
Landing Page
• Google checks for Privacy Policy on forms and
marks negatively Landing pages without the
policy.
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19. Ad and Effective Landing Page
Information
on ad
matches
landing
page.
Page is
simple with
clear call to
action
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20. Remedy: Landing Page
• Please note additional incentive of $20 gift
certificate
• Simply clean page
• Has certifications and official logo
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21. Remedy: Regionalize Ads
• Setup separate regions as Adwords Groups
• Use the same keywords for each region
• Then begin to track results by region
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22. Provide ROI Reports
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23. Success!
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24. What is the better choice
SEO or PPC?
SEO: Search Engine Optimization
PPC: Pay per Click
•If immediate revenue is critical, and
site traffic low, PPC may be the way
to go.
•Most people when asked prefer
SEO over PPC as shown.
Source: Website Magazine.com
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