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Pay-Per-Click Advertising

Pay-Per-Click Advertising. How to Maximize the Return from Each Click-through Steven Schwartz President, PowerWebResults.com Southeastern Massachusetts E-Commerce Network University of Massachusetts – Dartmouth. Agenda. Definition Why Advertise? ROI Key Elements Resources Q&A.

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Pay-Per-Click Advertising

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  1. Pay-Per-Click Advertising How to Maximize the Return from Each Click-through Steven Schwartz President, PowerWebResults.com Southeastern Massachusetts E-Commerce NetworkUniversity of Massachusetts – Dartmouth

  2. Agenda • Definition • Why Advertise? • ROI • Key Elements • Resources • Q&A

  3. What is Pay-Per-Click According to MarketingTerms.com.. “Pay-Per-Click is an online advertising payment model in which payment is based solely on qualifying click-throughs.”

  4. How Does it Work? • Bid on relevant keywords • Advertising engine displays your text ad on their results page or network of web sites • You only pay when people click

  5. Why Advertise? • Get instant visibility • Cost to enter is small • Track ROI

  6. Who Are the Major Players? • Google • Yahoo • MSN • Find What • Ask Jeeves/Teoma

  7. Google • Keyword Targeted CPC (Cost Per Click) • More Clicks, Better Results • You set max per keyword and budget • Track Results – Conversion Tracker • Ads appear on Google.com • Google content network via Adsense program

  8. Yahoo Sponsored Search (Formerly Overture) • Bid on keywords (auction format) • Highest bidder gets highest placement on the page • Yahoo, MSN, Altavista, CNN, Infospace • Yahoo Publishers Network Content Match (Beta)– Like Google Adsense

  9. MSN • Text Ads Limited to MSN, CNBC, Hotmail, • Program will eventually replace Yahoo results • May be an opportunity down the road

  10. Getting Started • Very Easy to Set Up • Take the time to • Plan • Research • Setup • Execute • Track Results

  11. 1st Step: Budget and ROI • Define program objectives • What’s success? • How will you measure success? • Define and set conversion expectations

  12. Conversions • Any interaction that you want to track • Valuable events like: • Product Purchase • Form Completion • White Paper Download • Event Registration • Inquiry

  13. 2nd Step: Research Keywords • Yahoo Search Marketing • Keyword Selector Tools • Keyword Bid Tool • ROI Calculator • Google • Keyword Lookups • Keyword Analysis • Traffic Estimator • Wordtracker.com

  14. Bid Example

  15. ROI: What’s Each Conversion Worth? Source: http://www.bplans.com/common/calculators/ppcroi.cfm

  16. How Can You Maximize Your ROI? • Great Ad Copy • Keyword Specific Landing Pages • Improve Conversions • Continually Track What’s Going On

  17. Scenario 2

  18. Copywriting • Focus on Your Ad Copy • Title • Body text • URL • Google lets you run multiple ads • Art more than science • Look at competitors • Hire copywriter

  19. Elements of a Good Ad • Attention • Promise of Benefit • Credibility • Persuasiveness • Interest • Desire • Action

  20. What Will Make You Stand Out? • Do you have the lowest price? • Do you have the best variety? • Do you have high-quality products? • What makes you credible? • How do you meet the needs of the potential buyer?

  21. Focus on the Ad Title • Most people scan the title • Body copy holds less weight • Insert relevant keyword in the Title • Google lets you do it automatically • If prices are low, put price in • Free add-ons can make a difference • Free shipping • Free 30 day trial

  22. More Ad tips • Quantify your ads • Most, Lowest • Avoid Using Hype • Buyers are savvy • Create a Sense of Urgency • "limited-time offer“ • "available for overnight shipping." • If you have space, add creditability • 30 day money back guarantee • 5 star rated vendor

  23. Ad Tips • Look at Competitors • Create a unique approach that focuses on the opposite or reverse of what your competitors are advertising • Test, retest and track

  24. Conversion - Landing Page • You just spent $$ to bring someone to your web site, now what? • Don’t waste it on your home page • Build specific landing pages that match the expectation your ad generated • Call to action – highlight your conversion - Buy - Download - Register

  25. Landing Page • Call to action • Copy • Navigation – Limit, can distract • Merchandising • Local, Geography, Season • Micro-site • Self contained site just for the offer

  26. Improved Conversion

  27. Do your landing pages convert? • A/B Test • Multivariate Testing - Offermatica • Track visitors from Ad to Landing • Landing to Next Step and beyond • Google Conversion Tracking • Use a Good Metrics Program Like • Webtrends, Click Tracks, Net Tracker • Urchin (Recently purchased by Google)

  28. Campaign Analysis • Daily – watch after launch of campaign • Weekly – Check listing performance • Traffic • Sales • ROI Numbers • Monthly – Deep Analysis • Search engine • Products • Keywords

  29. Resources • Good Keywords - Softnik Technologies • PPC Toolkit – Softnik Technologies • Arelis • Keyword Tracker • Bid Management Tools • AtlasOnePoint (formerly GOTOAST) • BidRank

  30. Conclusion • PPC Advertising is a very effective way generate traffic and sales • Takes effort, planning, testing and constant monitoring

  31. Q & A Steven Schwartz PowerWebResults.com info@powerwebresults.com (401)440-4028

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