We like big budgets and we cannot lie! However it's not always the case that the companies who spend the most get the best results with paid search and that's what we hope to prove with these slides. By looking at lots of different platforms we've tried to find the best option for each budget and your campaign goals. For more on what we do visit http://www.koozai.com

1. By Mike Essex
@Koozai_Mike
WHY PAID SEARCH
ISN’T JUST FOR BIG BUDGETS

9. Even Big Brands have
growing pains
with Paid Search

10. But this represents a
growing opportunity
for everyone else

11. Average Position 1.8
(£1.49 CPC)
CLICK RATE
CASE STUDY
Average Position 2.3
(£2.48 CPC)
Average Position 3.7
(£2.59 CPC)
Source: Koozai
CPC
P
O
S
I
T
I
O
N

12. Average Position 1.8
(£1.49 CPC)
CLICK RATE
CASE STUDY
Average Position 2.3
(£2.48 CPC)
Average Position 3.7
(£2.59 CPC)
CPC
P
O
S
I
T
I
O
N
Source: Koozai

14. WHAT SHOULD
I ADVERTISE?

15. Lead
Generation
Brand
Awareness
WHAT’S THE GOAL?
Content
Promotion Sales

16. Lead
Generation
Brand
Awareness
WHAT’S THE GOAL?
Content
Promotion Sales

17. ContentSales
WHAT WILL IT COST?
Leads
Brand

18. ContentSales
WHAT WILL IT COST?
Leads
Brand

19. Sales
(AdWords, PLA’s, Bing)
MATCH CHANNELS TO
EACH GOAL

20. PAID SEARCH FOR:
BRAND AWARENESS

21. Facebook
Advertising
Avg CPC: £0.52 ($0.80)
Avg CTR: 0.051%
Source: WordStream

22. TYPES OF
FACEBOOK ADVERTS
Standard Ads
Best for branding
Sponsored Stories
Best for likes of your page
Promoted Posts
Best for content promotion
External Adverts
Best for driving new web visitors

23. Twitter Advertising
Avg CPC: £0.65 ($1)
BUT £5,000 minimum spend
Source: Hallme

24. TYPES OF
TWITTER ADVERTS
Promoted Tweets
Best for driving new web visitors
Promoted Accounts
Best for new followers
Promoted Trends
Best for newsjacking / PR

25. Google AdWords
Display Network
Avg CPC: £0.12 ($0.19)
Avg CTR: 0.4%
Avg Conversion Rate: 4.68%
Sources: Periscopix, Search Engine Watch, Wordstream

26. WHY ADVERTISE
LIKE THIS?

27. WHEN YOU COULD
ADVERTISE LIKE THIS:

28. WHEN YOU COULD
ADVERTISE LIKE THIS:
Source: Google

29. Google AdWords
Search Network
Avg CPC: £0.54 ($0.84)
Avg CTR: 2.9%
Avg Conversion Rate: 3.4%
Source: Hochman Consultants

30. YOUR BRAND IS
VULNERABLE

32. YouTube Advertising
Avg CPC: £0.18 ($0.28*)
* In-stream Advertising
Source: Search Engine Journal

33. TYPES OF
YOUTUBE ADVERTS
Display Ads
Cheapest for branding
TrueView In-Stream
Best for brand messaging
TrueView In-Search
Best for content promotion
Homepage Redzone
Great if you have £150,000+ spare

34. PAID SEARCH FOR:
CONTENT PROMOTION

35. Outbrain
Avg CPC: £0.10 ($0.15)
Avg CTR: 0.15% - 0.18%
Source: OutBrain

36. WOULD YOU LIKE TO
GET SEEN ON…

39. Zemanta
£3.25 - £16.20 ($5 - $25) per link
Avg CPC: £0.04 ($0.06)
Avg CTR: 6.4%
Minimum £32.23 ($50) per day
Source: SEOmoz / Zemanta

41. Source: Zemanta

42. StumbleUpon
Paid Discovery
Avg CPC: £0.06 ($0.10)
Source: StumbleUpon

43. Source: StumbleUpon

44. Source: StumbleUpon

45. PAID SEARCH FOR:
LEAD GENERATION

46. Google AdWords
Remarketing
Average CPC: £0.40 ($0.62)
Average CTR: 0.18%
Source: Periscopix

47. MAKE IT PERSONAL

48. RETARGETED CUSTOMERS ARE
MORE LIKELY TO COMPLETE A
PURCHASE
Source: Criteo

49. LinkedIn
Avg CPC: £1.80 ($2.78)
Avg CTR: 0.057%
Source: The College Startup

52. SlideShare
Silver Plan
Costs: £19 / $19 a month

54. USE CRO TO CONVERT
MORE VISITORS
FREE
Whitepaper
kooz.ai/CRO-whitepaper

55. PAID SEARCH FOR:
INCREASING SALES

56. Bing Ads
Avg CPC: £0.69 ($1.07)
Avg CTR: 2.5%
Source: Hochman Consultants, Search Engine Land

57. Source: Search Engine Land

58. Source: Search Engine Land

59. Google AdWords
Product Listing Ads
Avg CPC: £0.20 ($0.31)
Source: CPC Strategy

61. Source: CPC Strategy

62. Google AdWords
Search Network
Avg CPC: £0.54 ($0.84)
Avg CTR: 2.9%
Avg Conversion Rate: 3.4%
Source: eMarketer

63. DON’T TRUST
BROAD MATCH
Tennis Shoes
Red Tennis Shoes
Tennis Shoes
For Men
Free Tennis
Shoes
Red Tennis Shoes
Free Tennis Shoes
Running Shoes
Shoes For Tennis
Running Sneakers
Exact Match Phrase Match Broad Match

64. USE
NEGATIVE KEYWORDS
Tennis
Shoes,
Shoes for
Tennis,
Men’s Tennis
Shoes,
Red,
Free,
Running,
Sneakers,
Sneaker,
Positive
Keywords
Negative
Keywords

65. Landing
Page
Click
Through
Rate
Account
History
Relevancy
Factors
Ad
Relevancy
Keyword
Relevancy
QUALITY SCORE

66. ROTATE ADVERTS
EVENLY

67. MORE TIPS
kooz.ai/PPC-whitepaper
FREE
Whitepaper

68. If All Else Fails?
Spy On The Competition!

70. SPY ON COMPETITORS

71. SPY ON COMPETITORS

73. THANK YOU FOR LISTENING
@Koozai_Mike
mike.essex@koozai.com
0845 485 1262
koozai.com

74. IMAGE SOURCES
2 - © Randomskk http://www.flickr.com/photos/randomskk/859771287/
3 - © bzyxx - Fotolia.com
4 - http://online.wsj.com/article/SB10001424052702304192704577406 394017764460.html
5 - http://www.autoevolution.com/news/general-motors-returns-to-facebook-after-
embarrassing-split-57765.html
6 - http://blogs.hbr.org/cs/2013/03/did_ebay_just_prove_that_paid.html
7/8 - http://www.dealcafe.com/funnies/searchgame.html
14 - © dimdimich - Fotolia.com
40 - http://thenextweb.com/apps/2010/08/18/zemanta-now-available-for-wordpress-com-
blogs-your-blog-content-just-got-infinitely-better/
61 - http://www.cpcstrategy.com/blog/2013/02/google-shoppings-how-product-listing-ads-
plas-stole-christmas/
72 - http://commons.wikimedia.org/wiki/File:Pennies.jpg

75. REFERENCES
11/12 - http://www.koozai.com/blog/pay-per-click-ppc/ppc-click-rate-study-how-click-rate-
deteriorates-depending-on-ranking/
21 - http://www.wordstream.com/articles/facebook-vs-google-display-network
23 - http://www.hallme.com/blog/twitter-advertising-for-small-business-part-1-how-it-works/
25/46 - http://www.periscopix.co.uk/blog/latest-2011-google-display-network-benchmarks/
25 - http://www.searchenginewatch.com/article/2220372/How-Google-Rakes-In-Over-100-
Million-in-Search-Advertising-Daily-Infographic
25 - http://www.wordstream.com/articles/facebook-vs-google-display-network
28 - http://www.google.com/adwords/watchthisspace/case-studies/airbnb/)
29 - http://www.hochmanconsultants.com/articles/je-hochman-benchmark.shtml
32 - http://www.searchenginejournal.com/youtube-channel-experiment/22322/
35 - http://www.outbrain.com/help/amplify
39 - http://www.seomoz.org/q/zemanta-pricing
41 - http://www.zemantamedia.com/smedia/files/zemanta_sixestate_casestudy.pdf
42 - https://www.stumbleupon.com/pd/index/about
43/44 - http://www.stumbleupon.com/ads/blog/case-study-startup-launches-with-paid-
discovery/

76. REFERENCES
48 - http://www.criteo.com/sites/default/files/success_stories/documents/
cs_consumer_electronics.pdf
49 - http://www.thecollegestartup.com/linkedin-advertising/
56 - http://www.hochmanconsultants.com/articles/je-hochman-benchmark.shtml
56 - http://www.searchengineland.com/new-ppc-report-bing-ads-vs-adwords-in-6-us-
verticals-152229
57/58 - http://www.searchengineland.com/new-ppc-report-bing-ads-vs-adwords-in-6-us-
verticals-152229
59 - http://www.cpcstrategy.com/blog/2013/02/google-shopping-vs-amazon-product-ads/
61 - http://www.cpcstrategy.com/blog/2013/02/google-shoppings-how-product-listing-ads-
plas-stole-christmas/
62 - http://www.emarketer.com/Article/Paid-Search-Clickthrough-Rates-Up-Year-Over-
Year/1008791
65 - http://www.stormmarketing.com/blog/wp-content/uploads/2010/12/Google-Quality-
Score-Diagram.jpg

77. THANK YOU FOR LISTENING
@Koozai_Mike
mike.essex@koozai.com
0845 485 1262
koozai.com