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Pay Per Click Advertising

Pay Per Click Advertising. Assumptions. Google AdWords / Overture / Espotting. Higher CTR for a phrase = lower CPC for the phrase. (Google) Writing effective Adverts Dynamic keyword insertion. PPC Workshop. More qualified keywords at a lower cost. More avenues for increased ROI

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Pay Per Click Advertising

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  1. Pay Per Click Advertising

  2. Assumptions Google AdWords / Overture / Espotting. Higher CTR for a phrase = lower CPC for the phrase. (Google) Writing effective Adverts Dynamic keyword insertion

  3. PPC Workshop • More qualified keywords at a lower cost. • More avenues for increased ROI • PPC research methodology • Higher organisation – more campaigns managed per person. • Give you advantage over competitors

  4. PPC Landscape • PPC is becoming more expensive and competitive. • No barriers to entering PPC space – mainstream publications. Times. BBC. • Advertisers competing with affiliates – larger margins. • Direct-to-merchant opportunities dwindling – existing ones dieing. • Christmas bid prices inflate. • Loss leaders ruining ROI. • Bidding/ego wars ensue. • Lower arbitrage margin. • Prices reduce around February.

  5. Keyword Research “Process of selecting keywords that are relevant to your site and are used by potential customers as query terms” • Finding new terms – increasing campaign traffic. • Not only terms you want to be found on, terms customers use to find you!

  6. Keyword Research Tools

  7. Homeowner Loans Initial Keyword List – no research. • Homeowner loan (£6.00 CPC – 42,412 searches) • Homeowner loans • Secured loan (£6.46 CPC -  1,324,361 searches) • Secured homeowner loan • Home owner loan • Home owner loans Initial Misspellings • Home owner laon (£1.50 – 30 searches a month) • Homeowner laons (£0.41 – no data for searches) • Homeonwer loans (£0.12 – no data for searches)

  8. Visimo.com

  9. Visimo.com

  10. Visimo.com Secured tenant loans Debt consolidation loans Secured personal loans Any purpose loans Tenant loans Secured tenant loans

  11. Wordtracker.com

  12. Wordtracker Cheap homeowner loan Quick homeowner loan Homeowner loan uk Cheap secured loan

  13. Overture Search Terms Personal loan homeowner Best homeowner loan England homeowner loan Online homeowner loan

  14. Teoma Search Terms

  15. Teoma Search Terms Home Loan Personal Loan UK

  16. Ask Search Terms Secured Loans UK Low cost loan Loans online decision

  17. Google Beta Terms Loan calculator Homeowner loan quick

  18. Target Variations of your Keywords Misspellings and Typos Abbreviations and Slang Homeonwer Laon Consolodation APR CCJ 0% Synonyms Plurals Loans Tenants Lend Borrow

  19. Final Keyword List After Research • Loan calculator • Homeowner loan quick • Secured Loans UK • Low cost loan • Loans online decision • Home Loan • Personal Loan UK • Personal loan homeowner • Best homeowner loan • England homeowner loan • Online homeowner loan • Cheap homeowner loan • Quick homeowner loan • Homeowner loan uk • Cheap secured loan • Secured tenant loans • Debt consolidation loans • Secured personal loans • Any purpose loans • Tenant loans • Secured tenant loans Before Research • Homeowner loan • Homeowner loans • Secured loan • Secured homeowner loan • Home owner loan • Home owner loans • Home owner laon • Homeowner laons • Homeonwer loans

  20. Group Keywords Home Owner Loan Homeowner Loan “Home Owner Loan” keywords and variations “Homeowner Loan” keywords and variations Secured Loan Misspellings “Secured Loan” keywords and variations Misspellings keywords and variations

  21. Find Unique Selling Points Research the merchant Check the program info page Why are they better than other loan merchants? What are their key strengths? Call them up, pick the brains of the call center. Loan rates from 6.9% APR Instant Online Decision for loans of up to £100,000.00 Can borrow up to £500,000.00 Flexible Repayments Free Loan repayment insurance Pay back over 5, 10, 15 and 20 years Borrow against other assets Then write your creatives using the USP’s as Call To Actions…..

  22. Group Keywords for Each Ad Home Owner Loan Homeowner Loan Home Owner Loan All purpose Home Owner Loan Low Rates - Instant Online Decision www.loan.com/home Homeowner Loan All purpose Homeowner Loan Low Rates - Instant Online Decision www.loan.com/home Secured Loan Misspellings Secured Loan All purpose Secured Loan Low Rates - Instant Online Decision www.loan.com/secured Homeowner Loans All purpose Homeowner Loans Low Rates - Instant Online Decision www.loan.com/secured

  23. Test Creative Home Owner Loan Homeowner Loan Home Owner Loan All purpose Home Owner Loan Low Rates - Instant Online Decision www.loan.com/home 11.3% CTR | £1.23 CPC | £2.30 EPC Homeowner Loan All purpose Homeowner Loan Low Rates - Instant Online Decision www.loan.com/home 8.3% CTR | £2.45 CPC | £2.25 EPC Homeowner Loan Instant Loan Decision for Homeowner Borrow up to £100,000 from 6.5% APR www.loan.com/home 15.3% CTR | £1.23 CPC | £2.30 EPC Home Owner Loan – Low Rates Apply Online for an Instant Decision Borrow up to £100,000 today! www.loan.com/home 12.3% CTR | £1.11 CPC | £2.36 EPC Secured Loan Misspellings Secured Loan All purpose Secured Loan Low Rates - Instant Online Decision www.loan.com/secured 6.3% CTR | £2.21 CPC | £4.52 EPC Homeowner Loans All purpose Homeowner Loans Low Rates - Instant Online Decision www.loan.com/secured 15.3% CTR | £1.23 CPC | £1.52 EPC Homeowner Loans Apply Online for an Instant Decision Borrow up to £100,000 from 6.5% APR www.loan.com/secured 15.3% CTR | £1.23 CPC | £2.30 EPC Secured Loan Apply Online for an Instant Decision Borrow up to £100,000 from 6.5% APR www.loan.com/secured 6.63% CTR | £1.88 CPC | £2.30 EPC

  24. CTR and ROI

  25. Power of Brand Names Kodak brand name in titles and descriptions generated higher CTRs. Increased CTRs when Kodak brand used in camera model-related searches. Search: [dx4330] DX4330 Cameras CTR: 5.7% Kodak DX4330 Cameras CTR: 6.6% The Kodak brand name was omitted for digital camera accessories. CTRs were higher and online orders for accessories increased. Search: [digital camera accessories] Kodak Camera Accessories CTR: 1.0% Digital Camera Accessory CTR: 2.1%

  26. Product Names & Targeted Searches Search: [dx4330] KodakDigital Cameras CTR: 1.1% DX4330 Cameras CTR: 5.7% Use of product names in ad titles and descriptions resulted in higher CTRs. For product-related searches, the use of product names in titles and descriptions typically improves conversion rates DX4330Digital Cameras CTR: 6.1% Kodak DX4330 Cameras CTR: 6.6%

  27. Positioning & Order of Keywords “Users were nearly 50% more likelyto click on listings in which the keyword was included in boththetitle and description.” Source: AC Nielsen - Aug. 2002 (Quoted on Overture) “When the keyword is included at the beginning of the title and within the description, users rated the quality of the site 60% higher.” Source: AC Nielsen - Aug. 2002 (Quoted on Overture) Search: [dx4330] KodakDX4330 Cameras CTR: 6.6% DX4330 Kodak Cameras CTR: 6.8%

  28. New Product Launches – First Mover Advantage Extensive testing provided Kodak with first mover advantage opportunities with the launch of new camera models Search: [dx4330] Digital Cameras CTR: Not Tested (Very Low) KodakCameras CTR: Not Tested (Low) Kodak DigitalCameras CTR: 1.1% Kodak LS443 Digital Camera DX4330Cameras CTR: 5.7% DX4330 DigitalCameras CTR: 6.1% KodakDX4330Cameras CTR: 6.6% DX4330 KodakCameras CTR: 6.8%

  29. Prices & Price-Related Keywords Keyword Alternatives – Untapped Opportunities Low Digital Camera Prices CTR: 1.5% Low Price Digital Cameras CTR: 2.7% Low Cost Digital Cameras CTR: 10.5% Search: [Keywords = Titles] Discounted Digi Cameras CTR: 5.2% Discount Digital Cameras CTR: 6.0% Digital Camera Bargains CTR: 6.0% Bargain Digital Cameras CTR: 11.7% Relative Prices – Click Motivators for Cheaper Deals Low Price Digital Cameras CTR: 2.7% Lower Price Digi Cameras CTR: 3.2% [low price …] Cheap Digital Cameras CTR: 5.3% Cheaper Digital Cameras CTR: 6.7% [cheap …] Cheaper Digital Cameras CTR: 23.8% [cheapest …]

  30. Seasonal Keywords & Motivators to Click Pre-Christmas – Delivery was Important Kodak Digital Cameras … free delivery … CTR: 5.2% Kodak Digital Cameras … guaranteed delivery … CTR: 5.7% [kodak digital cameras] SeasonalVariations in Price-Related Searches Pre-Christmas New Year [cheap digital cameras] Cheap Digital Cameras CTR: 4.8% Cheap Digital Cameras CTR: 6.2% New Year Sale – Greater Emphasis on Price Best Buy Digital Cameras CTR: 6.4% Digital Camera Sale CTR: 7.9% Search: [Keywords = Titles] Digital Camera Clearance CTR: 22.2% Digi Cam Clearance Sale CTR: 25.0%

  31. Other Considerations “Users were over50% more likely to click on listings with a factual title and description versus a ‘salesy’ listing.” Source: Study conducted by AC Nielsen - Aug. 2002 (Quoted on Overture) • Avoided hype/gimmicks, superlatives & subjective words • Ads were kept simple - short sentences … • Capitalised on variations between services – plurals, word order … • Capitalised on regional searches – [digital cameras uk] … Tested Time-Limited Incentives to Click ‘LimitedOffer’ … ‘Sale Ends…’

  32. Questions?

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