An Introduction to PPC Paid Search Marketing

1. An Introduction to PPC Paid Search Marketing

2. An Introduction to PPC Paid Search Marketing • Brief Introduction to Paid Search Marketing • Why Paid Search Advertising is the Most Cost Effective form of Advertising • How it can help you and your business • And how it can lead to more enquiries, leads, sales and profits for you

3. So what do I know about it? • 17 years running small family business • 6 years setting up and running online flower delivery business - Flowers2send.com / 0800flowers.com • Rated in 2002 the best Flower Delivery Website by the Sunday Times • Previously never found advertising to deliver quantifiable results

4. So what do I know about it? • Through Practical Experience Learnt how to market a business online cost effectively • Sold out of e-commerce business in Spring ’05 • And now specialise in helping companies to get the best results from Online Marketing

5. Online Marketing is Pure…. • Many small businesses find customers by accident • You don’t find customers by accident online • And online customers can compare the market far more • So your marketing plan must be well thought out

6. Number of ways to market a business online…. • Natural Search • Paid Search • Affiliate Marketing • Online Banner advertising • Sponsorship • Email marketing • Links & Directories • Shopping Sites • Online PR

7. No best west to market • I’ve done them all and produced great results in different circumstances • Depends on product/service/market/industry & stage of development • Sophisticated marketers use combination of activities when and where appropriate

8. Natural Search/SEO Some people will tell you that:- ‘A Good Natural/Organic Search Ranking is the No 1 Priority’ • ‘SEO is the most important web service that businesses should be considering’ • And that ‘a Poor website with many visitors will give at least some business’ If you have a low margin or low cost business I would agree with this

9. But…. • If you have an online business or you rely on the web for business you can’t afford to rely on Natural Search – you need marketing activities that you can control • That’s why advocate Paid For Listings (PFL) or Pay Per Click (PPC) Search Engine Marketing to be a part of most businesses online marketing strategy • And if you pay for traffic to your website you better make damn sure your website is giving your target customers what they want!

10. Why PPC Search Engine Marketing? • Cost Effective • Immediate • On Demand • Controllable • Trackable/Measurable

11. Search Engines • No totally reliable data - Google has a share of searches of anything between 43% and 90%... • Recent reliable study suggested Google a market share of 70.6%, followed by Yahoo (18.7%), Microsoft (8.9%) and Ask (1.7% • Google has a higher share of UK Searches • In this Presentation I will focus on Google and tend to focus on Google initially with clients

12. What Is Google? Google has a search engine that will gather, sort & report information from the Internet, based on your topic of interest

13. What is Google Advertising? Next to the search results, ads can appear both on the right hand side of the page and occasionally above the search results. These are put there by Google’s online advertising product, called Google AdWords. Ads are triggered by the user query - this is called keyword advertising ads reach users at the moment they demonstrate interest

14. What is Google Advertising? Customers see your advertising when they visit Google Network properties Google technology places your ads on the most relevant content pages Google AdWords

15. The Google Network reaches over 80% of Internet Users worldwide* Content publishers, including: Google properties, including: Search ad partners, including: Google Network Basics – Ad Distribution Other 20% • The Google Network consists of Google sites & partner properties that use Google AdSense to serve AdWords ads • These properties include: Search sites, content pages, newsletters, email services & discussion boards network 80% * Source: comScore Media Metrix (September, 2004)

16. Keyword Advertising • Targeted advertising • Better advertiser ROI than untargeted ads • Improved user experience

17. A Typical AdWords Ad • Ad Title (25 character limit) • Ad Text (35 character limit) • Display URL (35 character limit)

18. Benefits of Paid Search Marketing • Huge Audience – bigger than TV or Sporting Events • Targeted - Only people interested in buying your product or service • Cost effective – you only pay when someone clicks on your ad through to your website • Immediate – your ads can be shown as soon as you upload them and you can change them instantly • Measurable – through sophisticated tracking you can see exactly which advertising is delivering results, which isn’t and make changes accordingly

19. Targeted • Locally, e.g. Knaresborough • Regionally e.g. North Yorkshire • Nationally e.g. England or UK • Worldwide • Product e.g. custom built oak winder staircases • Market e.g. Solicitors • Or any form of targeting you or your clients choose

20. How do you prepare a campaign? • You can either throw a lot of money and PPC advertising in hope and then moan that it doesn’t work • Or you can employ professionals like ourselves who do the boring preparation work…..

21. How do you prepare a campaign? Basically, we prepare a Strategic Marketing Analysis which focuses on a company’s: • Strategy • Objectives • Target Customer • Competitors • Competitive Advantage/USP/CVP • Product/service • Price • Distribution • Promotion

22. From this we then develop • Targeted Keyword List • Negative keyword List • Establish optimum bid prices • Suggest campaign budgets • Compelling copy that will qualify target customers • And discourage non-target customers • Specific landing pages to meet campaign objectives • Set up conversion tracking and analytics to measure results • Set the campaign live

23. We then actively manage the campaign • Expanding or contacting the Keyword List • Expanding the Negative keyword List • Testing bid prices • Tweaking budgets • Optimising advertising copy and headlines • Improving landing pages in accordance with data from tracking and analytics • Develop the campaign to meet the changing objectives of the business

24. Benefits of AdWords: Cost • No minimum spend • You choose your own maximum daily spending limit (daily budget) • Choose how much you want to spend per click for every keyword • Pay Google for users who click on your ad • More cost-effective than Yellow Pages, Banner Ads & Direct Mail* • Conversion tracking = real-time return-on-investment data ** U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004

25. Search Now the Largest Share of Online Ads % Online Advertising Revenue Growth of Search: Marketers are voting with their pounds Other Rich Media Sponsorships • Search now the most dominant form of online advertising • Nearly 3x growth in since start of 2003 • 73% search penetration Classifieds Banners Search Source: Interactive Advertising Bureau, PricewaterhouseCoopers (September 2004); comScore (October 2004)

26. Cost-per-lead across Various Direct Marketing Methods Search Advertising is Far More Cost Effective Search Advertising is cheap and effective vs. other ad methods • Average acquisition cost: £10- £15 vs. the online average of £50 40% Search * U.S. Bancorp Piper Jaffray, Equity Research, June 2004

27. An Introduction to PPC Paid Search Marketing • Introduced you to Paid Search Marketing • Shown you how Paid Search Advertising is the Most Cost Effective form of Advertising • Shown how it can help you and your business • And shown how it can lead to more enquiries, leads, sales and profits for you

28. Questions? If you have any questions or want further information call me on 0845 6212068 or visit our website http://www.innovative-internet-marketing.com