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KOMARKETING

ASSOCIATESAbout the Presenter

Steven Wells has been in the internet search industry since 2000, and his

background encompasses both paid and organic implementation strategies.

Steven Wells PPC (Pay Per Click) history began with using the

Goto.com/overture (Now Yahoo Search Marketing / Bing). He has been using

AdWords since its launch in 2000 and has obtained Google Advertising

Professional status multiple times.

Steven’s online marketing experience includes extensive knowledge of online

advertising channels of ppc, affiliate marketing, display, remarketing, organic,

and managed social campaigns.

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PPC 101: A GUIDE TO

SEARCH ADVERTISING

From KoMarketing

January 29, 2015

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What is PPC Marketing?

pay-per-click

[pey-per-klik]

Noun

1. a system used to set prices for online advertisements on a search

engine or other website, by which the advertiser pays a small fee to the

website publisher each time a user clicks on the advertisement.

Adjective

2. noting or relating to such a system:

pay-per-click ads to reach your target customers.

Abbreviation: PPC.

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Abridged History of PPC

• Credit for the concept of the PPC model is generally given to Idealab and

Goto.com founder Bill Gross. GoTo.com started PPC in 1998.

• Yahoo! did not start syndicating GoTo.com (later Overture) advertisers

until November 2001.

• Google did not introduce PPC until 2002.

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The Major Players

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The 600lb Gorilla:

• #1 Global Internet Property with 84% reach of Internet users.

• 200B ad exposures & 146M unique visitors per month

• Paid Search is the CASH COW – Approximately 70% of revenue coming from paid

search.

• Google Properties Q4 Revenue:

$11,252,000,000(https://investor.google.com/financial/tables.html)

• #1 in search in US and globally

• 3x more ads served than others ad networks, 7x more ads on niche sites than other

networks

• #1 video site YouTube

• The Largest global ad network, thousands of sites across a diverse set of inventory.

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Where Is Pay Per Click

Advertising

Banner and Flash Ads

Text Ads

In-Video Text Ads

Pre-Roll Video Ads

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The Text Ad..The most common area to find PPC text ads is in search engine results.

Lets search for “Pay Per Click” in Google:

As you can see, PPC Ads can be found both above and to the side of

organic search results.

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Search Engine Advertising

• Search engine advertising (PPC) provides B2B organizations immediate

visibility in search engines, driving leads, traffic, and business growth

According to an eMarketer

report, 45% of B2B

marketers expected to

increase search engine

advertising spending in 2014.

According to a report from

Optify, paid search has

shown a healthy, above-

average conversion rate and

contributed a considerable

percentage of visits (23%)

and leads (16%).

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Target Audience : CTR and Messaging

In order to understand the true power of PPC marketing, we need to look a

little closer at the ads:

You will notice that the first ad that showed up relates directly to “Commercial

Snow Removal”, when my search was more general “snow removal

companies”. Why??

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PPC (Paid Search Placement)

• Target Keyword Set

• Ex: John Deere Financing, Certified John Deere, Current John Deere Offers, Etc.

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Conversion Optimization

• Through a combination of industry best practices,

software applications, and strategic analysis, we work

with B2B companies to maximize conversion opportunity.

66% of the agencies in this

survey ranked Conversion

Rate as the most useful

metric for analyzing landing

page performance via Optify

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Media Solutions

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Remarketing / Retargeting

• Remarketing allows B2B organizations to extend lead

opportunity even after the potential customer leaves the

website or discontinues a session.

Retargeted consumers

are nearly 70% more

likely to complete a

purchase as compared

to non-retargeted

consumers

viaSearchfest 2012

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Pre-Roll Video Placement

• YouTube Targeted Pre-Roll Ads John Deere CPO

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Display & Premium Display

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Social Advertising

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Social Media Advertising

• Social media advertising provides an opportunity for B2B

marketers to grow their online audience, while building

awareness, traffic, and lead opportunities.

Social media has reached

middle age(d).

The fastest growing segment

of social media users is now

adults aged 45-54%.

55% of this age group now

have a profile on at least one

social network via State of

Search

Facebook will account for

13% of worldwide mobile ad

revenue in 2013

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International

• Global Internet Usage

• Our experience has taken our SEO, PPC, and Social Media

programs across five continents and dozens of countries.

There will be 3.6 billion global

Internet users by 2017.

Over 40% of global internet

users are now based in Asia

Pacific

Mobile phones set to

overtake PCs as the most

common web access device

worldwide by end of 2013.

Nearly 1 in 4 people worldwide will use social networks in 2013

Asia-Pacific will have the

largest social network

population worldwide through

2017

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8 THINGS LEADERSHIP

NEEDS TO KNOW

ABOUT ADWORDS

From KoMarketing

January 29, 2015

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8 Things You Want To Know

• How Much Am I Spending? (IE, Where Is My Money Going?)

• Who Is Seeing My Ads?

• What Are The KPI's?

• What Is Our Marketing Message?

• What Is Our Call To Action?

• What Are We Doing With The Leads?

• What Is Our Competitive Strategy?

• How Active is My Vendor?

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How Much Am I Spending?

• What is our budget and how does It forecast across the year?

• Is there an acceleration or deceleration due to any cyclical factors in your

business?

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Who Is Seeing My Ads?

REF: https://support.google.com/adwords/answer/2404190?hl=en

REF: https://support.google.com/adwords/answer/2470108?hl=en

Managed

Placements

Google Display

Network

Google Properties

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Who Is Seeing My Ads?

Google Ad

Scheduling

Geotargeting

REF: https://support.google.com/adwords/answer/2404244?hl=en

REF: https://support.google.com/adwords/answer/1722043?hl=en

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What Are The KPI's?

• Brand Goals: How many impressions and clicks do my ads generate?

What placement do we have on our most important keywords?

• Conversion Goals: How many leads do we create? At what cost? What

percentage of them are qualified? What percentage of them become

prospects?

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What Is Our Marketing Message?

• How do you present yourselves?

• Do we include important tag lines, trademarked names or properties?

• Do visual ads adhere to any brand guidelines?

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What Is Our Call To Action?

AdWords PPC Ad

Form Submission

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What Is Our Call To Action?

Utilize ValueTrack

Parameters

REF: http://www.komarketingassociates.com/blog/8-valuetrack-parameters-better-adwords-campaign-data/

REF: https://support.google.com/adwords/answer/2375447?hl=en

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What Are We Doing With Our

Leads?AdWords PPC Ad Form Submission

Visitor / Prospect

Tracking

CRM

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What Are We Doing With Our

Leads?

What About…

• Remarketing Campaigns /

Shopping Cart Abandonment

• Lead Nurturing Programs

/ Lead Scoring

• Secondary Conversions (Email

Newsletters, Social Profiles,

etc)

• Customer Service-Oriented

Messaging & Communications

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What About The Competition?

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What About The Competition?

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How Active Is My Vendor?

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• We are active participants in our industry’s communities

• We are respected industry professionals

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Contact Information

KoMarketing Associates

374 Congress Street, Suite 507, Boston, MA 02210

T: (877)-3B2B-SEO

P: (781) 209-1989

Email: info@komarketingassociates.com

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