Date post: | 12-Jan-2017 |
Category: |
Marketing |
Upload: | jeffrey-poling |
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AgendaI. What is Pay-per-click (PPC)?
II. 12 Steps to Effective use of ppc for your business
III. “Must Know” tips and strategies
WHAT IS PAY-PER-CLICK (PPC)?
act one
Pay-Per-Click = Search Advertising
Yahoo!/Bing NetworkGoogle adwords
You see them (almost) every time you search…
…just look towards the top and right
Multi-billion dollar industry
+ In 2013, search advertising reached $18.4 billion, 43% of all internet ad revenue
Top industries advertising online in 2013
Advantages of PPC advertising
+ Ads appear on relevant searches
+ Only pay when someone clicks
+ Easy-to-measure ROI
+ Most businesses report strong results
Levels the playing field
+ your small business shows up on 1st page of google or bing
+ instant reach to massive amount of qualified prospects
+ Skip the organic SEO waiting game for rankings
12 STEPS TO EFFECTIVE USE OF PPC FOR YOUR BUSINESS
Act two
Step 1: Define a clear goal
+ Directly sell products/services?
+ Generate new leads?
+ Build brand awareness?
Step 2: Research your competitors
+ How do they write their ads? (copy, length, headline, etc.)
+ Pay attention to the ads that show up over and over again
+ What keywords are they targeting?
Step 2: Research your competitors
Step 3: Do keyword research
+ Discover exactly what people are searching for
+ Learn their preferred keywords
+ Find out how competitive and expensive keywords are in your market
+ Find the most profitable keywords
Step 3: Do keyword research
Step 4: Choose your destination wisely
+ Decide where you are going to send visitors click
+ Make sure destination is consistent with ad message
+ Design it for conversion
Step 5: Create a high-converting ad
+ Know the best practices of successful ads
+ Review your headline, message, offer, destination
+ Differentiate your offer so it stands out from other ads
Step 6: Add some local flavor
+ Proven to boost ROI
+ Use local slang (“wicked smaht” for Boston]
+ Display local phone number
and/or street address
Step 7: Place the right bid
+ First NOT always be best
+ First position gets a lot of junk clicks
+ Higher positions cost more
+ Position #3 or #4 often ideal
Step 8: Focus on profitable keywords
+ Determine the winning keyword phrases that get results for you and your competitors
+ Focus on your “money” keywords and milk them for as long as possible
+ Test new keywords regularly with a small portion of your overall budget
Step 8: Focus on profitable keywords
Step 9: Measure your results
+ Use call tracking technology
+ Place Adwords Conversion Tracking to all of your sites
+ Measure the entire customer journey
Step 10: Focus on ROI, not costs
+ Stay committed to winning campaigns that deliver positive roi
+ Measure your cost-per-lead and cost per-customer
+ Don’t be penny-wise and pound foolish & don’t fear competition
Step 11: Use remarketing
+ “Follow” your target audience
+ Show ads to users who’ve previously visited your site
+ Your ads appear on major websites that they visit
+ Keeps your brand top of mind
Step 12: Always split-test!
+ Continuously measure, improve, and optimize
+ Test the most important factors first
+ stop when you see gains of 10% or less – focus on the big wins instead
“MUST KNOW” TIPS AND STRATEGIES FOR 25% GAINS
Act three
Separate search & display
+ Search Network is what we covered today
+ Display is totally different!
+ Requires different strategies
+ Very common mistake!
Separate mobile & desktop
+ Search on desktops is original approach
+ Mobile is totally different!
+ Requires different strategies
+ Very common mistake!
Test dynamic keywords
+ Dynamic insertion of keyword into ad
+ Makes the ad more relevant
+ Allows you to have unlimited ads
Use ad extensions
+ Information you can add to your ad
+ Makes the ad stand out
+ Dramatic increase in response
Monitor conversions
+ Where are your buyers located?
+ What time of day are they converting versus window shopping?
+ Some businesses have dramatic differences
+ Cull where your ROI is low
Test outside of Google!
+ Other networks can be great
+ Smaller but less competitive
+ Often large increase in ROI vs Google due to decreased competition
Questions?
Complimentary PPC Audit ($997 Value)
Limited to the first 3 to respond