Don’t Leave Your Money on the Table Your Guide to Paid Search Advertising Ron Adelman WSI Internet Marketing Consultant
The 2008 “Digital World, Digital Life” survey by TNS provided a detailed snapshot of UK Internet users’ activities online during the year. “To no one’s surprise, searching, banking and catching up with the news and weather were among the most common online pursuits, ” says Ms. von Abrams. “But various forms of social media also attracted significant audiences. ”
How Paid Search Can Work for You • What is Pay Per Click? • Techniques for successful PPC programs • Case studies
What is Paid Search? Sponsored Links occur across the top and down the right side
Online Advertising Spend Trending • 85% of the world (875 million) make online purchases • Advertising spend is projected to steadily increase Where are you spending your advertising dollars?
Dollars & Sense: Control Your Ad Budget
So, Let’s Begin a Campaign 1. Selecting your keywords Keyword Tool
What is Paid Search?
Top Keyword Considerations 1. Long-tail or Qualified keywords Digital Camera or “Canon Powershot Sx 10” 2. “Commercial Intent” – are they buying? • Quote, price, buy, sales, etc 3. Related but not targeted keywords • Jobs, used, free, pictures • Very Important! (Negative Keywords) “Instantly slash your ad spend 5 -15% with no loss of sales” Perry Marshall
Negative Keyword Example If you are bidding on “desks” or “office desks” and you’re selling wood desks, filter out “metal desk” searches
2. Compelling Ad Text • Know your audience – Why they buy • Reason to Click (Click Trigger) • Filter out non-target clicks… Good ad copy = higher quality click thru
Very Important Strategy 3. Targeting • Location • Time – Day of week, time of day • Demographic Information or language Spend money where the conversions happen
Broaden Your Scope with the Content Network Reach over 80% of the world’s internet users with this powerful tool
Demographic Targeting
Expand Your Target Market Target peak times for customers locally
So, Let’s Begin a Campaign 4. Landing page – First Impression & Conversion Potential
Successful PPC Campaign Strategies Create an Optimized Landing Page • Keep it simple – Give them what they want – Match keyword phrase – Tell the visitor what they should do next – Use pictures, video and graphics that drive your message and showcase your product or service
Successful PPC Campaign Strategies Create an Optimized Landing Page • Conversion Architecture: ordered information that is easy to read and follow • Remove common roadblocks – Security and privacy concerns • Provide enough information to make a decision – Is your offer clear and concise?
5. Budgeting – How much is a customer worth?
6. Tracking & Optimization – Knowing what is working!
Successful PPC Campaign Strategies Tracking Options • • • Conversion Tracking – Did the visitor submit a – form or checkout Website Analytics – Goal tracking, did the visitor click a link or visit a key page Phone Tracking – Where did you hear about us? – Tracking phone number
Successful PPC Campaign Strategies WSI Local ADWORKS • Copy of your website – Phone, email and forms tracked • Campaign Optimized – Based on contacts, keywords and bids are optimized • Phone Tracking – Number of calls, numbers of callers – Recording available Niche – Local companies
7. Landing Page Optimization
Top 5 Reasons Companies MUST Consider Paid Advertising in a Slow Economy 1. 2. 3. 4. 5. Targeted marketing. Instant traffic Marketing during the purchase phase. Measured budgets. Higher conversion rates.
Agency Management • Outsourcing - More affordable than hiring full-time staff 30 min (a day), 5 days (a week) = 150 min / week 3. 25 weeks annually spent managing your campaigns - Our online staff are fully trained & experienced in research, set-up & campaign management -Increased efficiency and conversion pays for management many times over
Focus on your business while we bring customers to you! Contact your WSI Consultant for a personalized presentation… Questions? Follow me on Twitter – twitter. com/rsadelman
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