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Don’t Leave Your Money on the Table Your Guide to Paid Search Advertising Ron 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 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? • 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 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 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 Dollars & Sense: Control Your Ad Budget

So, Let’s Begin a Campaign 1. Selecting your keywords Keyword Tool So, Let’s Begin a Campaign 1. Selecting your keywords Keyword Tool

What is Paid Search? What is Paid Search?

Top Keyword Considerations 1. Long-tail or Qualified keywords Digital Camera or “Canon Powershot Sx 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 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 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 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 Broaden Your Scope with the Content Network Reach over 80% of the world’s internet users with this powerful tool

Demographic Targeting Demographic Targeting

Expand Your Target Market Target peak times for customers locally Expand Your Target Market Target peak times for customers locally

So, Let’s Begin a Campaign 4. Landing page – First Impression & Conversion Potential 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 – 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 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? 5. Budgeting – How much is a customer worth?

6. Tracking & Optimization – Knowing what is working! 6. Tracking & Optimization – Knowing what is working!

Successful PPC Campaign Strategies Tracking Options • • • Conversion Tracking – Did the 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, 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 7. Landing Page Optimization

Top 5 Reasons Companies MUST Consider Paid Advertising in a Slow Economy 1. 2. 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 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 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