Upload
4-site-digital
View
1.574
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Paid search optimization presented by Ron Adelman, Don't Leave Money on the Table, Your Guide to Paid Search Advertising. 5 top reasons you need to consider paid search in a slow economy as well as the benefit of having a qualified agency manage your online spend.
Citation preview
Don’t Leave Your Money on the TableYour 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 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?• Techniques for successful PPC
programs• Case studies
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
• Advertising spend is projected to steadily increase
Where are you spending your advertising dollars?
Dollars & Sense: Control Your Ad Budget
1. Selecting your keywords
Keyword Tool
So, Let’s Begin a Campaign
What is Paid Search?
Top Keyword Considerations
1. Long-tail or Qualified keywords Digital Camera or “Canon Powershot Sx10”
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
If you are bidding on “desks” or “office desks” and you’re selling wood desks, filter out “metal desk” searches
Negative Keyword Example
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 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 users with this powerful tool
Demographic Targeting
Expand Your Target Market
Target peak times for customers
locally
4. Landing page – First Impression & Conversion Potential
So, Let’s Begin a Campaign
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 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?
Successful PPC Campaign Strategies
5. Budgeting – How much is a customer worth?
6. Tracking & Optimization – Knowing what is working!
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, 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
Successful PPC Campaign Strategies
7. Landing Page Optimization
1. Targeted marketing.2. Instant traffic3. Marketing during the purchase phase.4. Measured budgets.5. Higher conversion rates.
Top 5 Reasons Companies MUST Consider Paid Advertising
in a Slow Economy
Agency Management• Outsourcing
- More affordable than hiring full-time staff30 min (a day), 5 days (a week) = 150 min / week3.25 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 for a personalized presentation…
Questions? Follow me on Twitter – twitter.com/rsadelman