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1. Powered by Search Engine Marketing Digital Marketing. Local Service.
2. Reach in-market consumers Consumer Purchasing Funnel Digital Product Pyramid
3. In-Market Audience Reach: Search Powered by
4. What is Search Engine Marketing (SEM/ PPC) Text ads appear on top and right rail of search engine results page Ads delivered when consumer does related search Appear on desktop and mobile devices Act of “renting space” on front page of Google on pay per click, PPC basis
5. Why Search Engine Marketing (SEM/ PPC) Your consumers are searching: 81% of consumers online find products and services using search engines. 13MAustralians now online making 6M searches/ day on Google 63.9% use search engines as 1st step in buying process 54.6% are 1-3 months from making buying decision 89.7% are 2 weeks- 6 months from making buying decision 36.8% researched and bought online 27.3% researched online and bought offline Sources: Google, Forrester, Nielsen.
6. Why Search Engine Marketing (SEM/ PPC) Benefits of SEM/ PPC: Immediate traffic, giving instant visibility in front of those searching for your services and products Leveled advertising playing field- not competing for space, pay for as much as you want Precise targeting to in- market consumers eliminating wasted ad dollars Only pay when someone has clicked on your ad
7. Knowing how SEM/ PPC works Quality Score!
8. Quality score: what it is
9. Quality score: why it is important < Eligibility: Determines whether your ad is eligibleto enter the auction for that query Position: Determines the relative position of your ad in relation to the other ads on that result rage Price: A better Quality Score reduces the price you need to bid to maintain a given position Top Slot: Only high quality ads are eligible to appear above the natural search results BC $ %
10. Let us help you maximise your presence Research: We identify ways to get a competitive advantage on a weekly basis. Focus: On the core areas of your business and target search phrases that will drive low cost, quality leads. Optimise: Continuously analysing and optimising the best creative. Currently, your industry is averaging a $x CPC
11. What we do differently Focus on 5 elements of PPC: Keyword Research & Optimisation Text Ad Composition & Optimisation Landing Page Selection & Optimisation Ad Extension Selection & Optimisation ROI Based Optimisation Deploy campaign best practices : Tightly themed ad groups based on unique services and information you offer Weekly Optimisation: Utilize negative keywords Add/ expand keywords A/B testing Keyword cost per click (CPC) review How this impacts you: Each campaign is customised to your goals, unlike our competitors that deploy a universal approach Full transparency into what is being spent on search engines Saves you time + improves your CPC= better return on investment
12. What we do differently: ad exentsions example Site Links Displays more ad text lines related to advertiser services 40% improvement in CTR Location Extensions Shows brick and motor store location with GPS Call Extensions Click-to-Call ads drive an 8% improvement in CTR Social Extensions Uplift in CTR by giving ads more personal context
13. Dedicated to your search success Certified, highly skilled professionals Our certified, highly skilled professionals will improve all aspects of your Search Marketing efforts. Our search solution offers: Certified employees dedicated to your account. Granular tracking and data model analysis. Efficient and effective pricing models.
14. Search Engine Marketing for your industry More than 12,000 searches in Melbourne for top related terms alone! Here’s what they see when they search: REPLACE WITH IMAGES & KEY POINTS FOUND DURING YOUR RESEARCH PHASE. A search of your name reveals your competitor is purchasing your name. A search for kitchens reveals your top 3 competitors appearing above you.
15. Your search presence No call to action being used compared to your competitors. No ad extensions being used. REPLACE WITH IMAGES & KEY POINTS FOUND DURING YOUR RESEARCH PHASE. Ads appear on right rail = bad position, low rank, higher CPC Ads only appear for high level words- not specific product lines Ad links to bad landing page
16. Example customer we have already helped Industry case study for industry here. Case studies can be found at http://www.adtaxinetworks.com/users/login (username and password are both partner2013
17. Reporting and analytics Monthly Report with FULL transparency: automatic monthly report showing all campaign performance details by keyword: Impressions, Clicks, CTR, Cost & CPC Google AdWords & Analytics sync: PPC Specialist helps link accounts for auto-tagging for best transparency and set up custom conversion goals (or UTM tags) Analyze & Optimise:towards goals such as CTR, phone calls & otherwise to increase ROI
18. Ways to close the sale Over x searches (insert from earlier slide) conducted each month- this can’t wait! How much is one hour of your time worth? How many hours are you spending doing this? Calculate their time spent and the savings for themplus impact if ROI is better. Refer back to competitive analysis and what we can offer versus competition. Add a timeline to get started and assume the sale.
19. Q&A Powered by