Page 1 © Siemens 2006 - Water Technologies Water Technologies

Building a Case for In House PPC

Siemens Water TechnologiesCase StudyBill ScullyDir. E Marketing

For internal use only / Copyright © Siemens AG 2006. All rights reserved.

Page 2 © Siemens 2006 - Water Technologies Water Technologies

Building a Case for In-House PPC

Up until June 2005Siemens Water Technologies focused all SEM efforts on organic.

Thru piloting and education we started and grew an unbudgeted in-house program from 0 to 10,000 clicks a month w/in 8 months.

Introduction / Contents

Contents

Original Situation

Why In House

Things to Consider

Steps to get Buy-In

Make the Case for Investment

Closing

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Did I Give Up? – Heck No!I started a $100 account to build a case for PPC

Case Study

Situation – June 2005

Highly Complex Products

Long Sales Cycle

Doing great with SEO

No division budgets for PPC

No additional headcounts

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Why We Did It In House

0

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10000

12000

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0.2

0.4

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Clicks (Traffic)Avg. CPC (Acquisition Cost)

Clicks Cost/Click

Competitive Response

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Measure of MROI

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First: Some Things to Consider

Who do you have to convince? Who holds the purse strings? Who is faced with the burden of planning & maintaining the program? Who else are stakeholders (IT, Operations, etc.)?

PPC may be looked at as a treat Budget Shift Very measurable – Fears of comparing ROI to other advertising Loss of control – If not in same department

Big Brand In House PPC (or just PPC) is a long term commitment Requires an expert on search intent, quality score, keyword research SEM staff should be accountable for managing to goals Adds another level of training, reporting and inter-company billing

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Overall Strategy to Get Buy-In

Create a $100 Adwords Account Get a WordTracker Account Start a program under the radar

Test

Steps Goals

Work with early adopters Meet monthlyRoll Out Small Pilot

Success breeds success Go after easy wins Ask for bigger commitment ($)

Expand Pilot

Share PPC BPs & Stats Share competitive researchMake Business Case

Market your Keyword Tools Meet with Product/Market Mgrs Go after next year plans

Ask for Buy-In

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Making a Case for PPC

Why invest in PPC?

Fast, Inexpensive,

Fixed Cost

Easy to measure MROI

Direct marketing on steroids – Timing, Message, Results

Its actually marketing research and feedback

Best Internal Investors to Focus on for Buy In

Analyticals – Give me the data!

Expresives – We need to be number 1

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Best Approaches to Get Investors Buy-In

Analyticals

Give Me The Data Share industry stats Promise lots of reports Don’t give a lot of data to make

the initial decision Best to pilot them ASAP

Expressives

We need to be Number 1! Set Expectations Focus on Branding Focus on 2 word phrase and

stemming Budget Big

Engineers & Marketing Skeptics

How is this going to impact me? Show Pilot Results You do all the heavy lifting Focus on the keyword research Manage to a Conversion Goal Phase 0 project plan Budget Project controlling structure Communication plan

Low Budget Product Managers

I don’t have a Marketing Budget Start with $100 Go after long, long tail and work

backwards Focus on increasing conversions Build trust Offer 50/50 Cost Sharing Ask for commitment next year

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In Closing

In House is not for everyone

This is a very big maintenance commitment

It’s not an event, it’s a job

Actions cause competitive reactions, engines make algo changes

Building the Team/Getting Resources

Pilot, learn and expand program as fast as possible

Share results with the early adapters

Educate and report often – Ask for more budget!

Make big push to at least double at every budget planning cycle

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Contact

Bill ScullyDirector eMarketingSiemens Water Technologies333 South Street, Suite 300Shrewsbury, MA 01545-4197Phone: 508-849-4760http://www.siemens.com/waterE-mail: william.scully @siemens.com

Suggested Resources Search Engine Marketing Inc.

Bill Moran and Bill Hunt

The Definitive Guide to Google AdwordsPerry Marshall

Keyworddiscovery.com