SlideShare a Scribd company logo

Intro to Pay-Per-Click (PPC) Marketing - HawkEye Search Marketing

•
•
HawkEye Search Marketing
HawkEye Search Marketing

The document discusses Pay-Per-Click (PPC) marketing, including what PPC is, the services provided by HawkEye Search Marketing for PPC campaigns, how PPC works, the benefits of PPC over other advertising methods like yellow pages, tips for getting started with PPC, and considerations for setting up an effective PPC campaign.

1 of 37
Pay-Per-Click (PPC) Marketing Cheryl Freiburg - President Alison Ganz – Director, Marketing & Strategy
HawkEye Search Marketing Boutique Pay-Per-Click (PPC) Marketing Agency Services Include: PPC Campaign Set-up & Management Audits on existing PPC accounts Optimization & “Restructure” of Existing PPC Accounts to maximize performance Landing Page Consulting PPC Training Sessions
What is PPC? Pay per click ( PPC ) is an Internet advertising model used on search engines , advertising networks , and content websites , such as blogs , where advertisers only pay when a user actually clicks on an advertisement to visit the advertisers' website. Advertisers bid on keyword phrases relevant to their target market . Source: Wikipedia (http://en.wikipedia.org/wiki/Pay_per_click)
What is PPC? This is NOT PPC
Also NOT PPC
Google SERP – S earch E ngine R esults P age PPC PPC Organic
Yahoo! SERP – S earch E ngine R esults P age Organic PPC PPC
Live Search (MSN) SERP – S earch E ngine R esults P age PPC PPC Organic
This is also PPC…. Content Targeting
And this…. Content Targeting
PPC Results are generated by Keywords that an advertiser has deemed relevant to their website by “bidding” on those Keywords $1.50 home cleaning services san diego $1.11 home cleaning service san diego $1.35 home cleaning services $1.25 home cleaning service $1.00 maids san diego $1.00 maid san diego $2.00 cleaning services san diego $2.00 cleaning service san diego $1.80 house cleaning services $1.80 house cleaning service $1.70 maid services $0.70 maid service $1.35 maids $1.50 maid $1.45 cleaning service $1.75 cleaning services $2.50 house clean $2.50 house cleaning Max Bid Keyword
cleaning services $1.75 Keyword Bid Targeted ad copy Targeted Landing Page How PPC Works
Keyword
What are the Benefits of PPC?
Yellow Pages Pros: Locally targeted Large audience – 13.4 Billion YP “references” in 2007 (source: Knowledge Networks, SRI) Qualified audience – People only open up the YP if they have an intent to purchase Relatively easy to use Cons: Expensive – Can spend thousands on a tiny ad Fixed cost Can’t “optimize” ad once it is published One ad per year Stressful deadlines Can’t leverage seasonal promotional messaging Difficult to track performance
PPC addresses the “Cons” of Yellow Pages PPC YOU set the budget based on your own needs Variable cost Can continuously optimize ad based on performance Multiple, targeted ads Launch campaign when YOU want Can leverage seasonal promotional messaging 100% Trackable Yellow Pages - Cons Expensive Fixed cost Can’t “optimize” ad once it’s published One ad per year Stressful deadlines Can’t leverage seasonal promotional messaging Difficult to track performance
Why PPC?
Why PPC? Local targeting – “Geo-targeting” GIANT audience – Almost 12 Billion US Searches conducted in July alone, that translates to approximately 140+ Billion US Searches each year! (source: comScore, 2008) Can be used to “test drive” keywords before committing them the SEO (Search Engine Optimization) strategy Can be used to test “interest” of a new product or service Pay only for “targeted interest” – Every click can be viewed as a potential sale Go Green – No paper wasted!
How to Get Started Allocate resources In-house or agency Set aside a PPC budget Establish baseline & goals Track current (pre-PPC) lead volume in order to determine if PPC is increasing leads to company Learn, learn, learn!
Educate - Free Tutorials Google AdWords http://www.google.com/adwords/learningcenter/ Yahoo Search Marketing http://help.yahoo.com/l/us/yahoo/ysm/sps/index.html Microsoft adCenter http://advertising.microsoft.com/microsoft-adcenter/faqs
Setting Up Your Own Campaign New to PPC? Test with Google http://adwords.google.com
Google AdWords Google’s set-up wizard will walk you through the process
Organizing Your Campaign Guides campaign set-up to help: Select keywords Group keywords Write ad copy Target ads locally
Some Tips – Keep It Relevant! Keywords Select only keywords that make sense and will bring you qualified web traffic Find keywords on your site, your competitors, thesaurus, search suggestion tools https:// adwords.google.com/select/KeywordToolExternal http://adlab.microsoft.com/Keyword-Search.aspx http:// freekeywords.wordtracker.com / Ad Copy include keywords in the title & description Landing Pages Make sure you reinforce your ad copy and keywords by taking them to a relevant page on your site
Examples of Relevancy
 
Examples of Relevancy
Bad Relevancy Free Delivery? No pink roses?
Keyword: “green maid service”
 
Is Your Web Site Ready for PPC? Must have’s: Good tracking software Google Analytics (free) http://www.google.com/analytics/ Goals Lead Generation Easy to fill out online contact forms? PPC (or online) targeted phone numbers? Consumer-ready web site Easy to navigate Topic-specific landing pages
Example: Floods 4 Less Similarities Lead Generation Variety of Services & Customer Needs Contact Form & Phone Number
Service
Service
 
Final Thoughts Educate yourself on PPC Determine your company’s needs & goals Ok to test small & build on success Keep it relevant throughout the process – from keywords to ad copy to your landing page – make it easy for the customer Re-invest part of your PPC profits back into your campaigns Allocate resources to support your campaign – constantly changing PPC atmosphere
HawkEye Search Marketing Want a copy of this presentation? [email_address] [email_address] Q&A

More Related Content

Intro to Pay-Per-Click (PPC) Marketing - HawkEye Search Marketing

  • 1. Pay-Per-Click (PPC) Marketing Cheryl Freiburg - President Alison Ganz – Director, Marketing & Strategy
  • 2. HawkEye Search Marketing Boutique Pay-Per-Click (PPC) Marketing Agency Services Include: PPC Campaign Set-up & Management Audits on existing PPC accounts Optimization & “Restructure” of Existing PPC Accounts to maximize performance Landing Page Consulting PPC Training Sessions
  • 3. What is PPC? Pay per click ( PPC ) is an Internet advertising model used on search engines , advertising networks , and content websites , such as blogs , where advertisers only pay when a user actually clicks on an advertisement to visit the advertisers' website. Advertisers bid on keyword phrases relevant to their target market . Source: Wikipedia (http://en.wikipedia.org/wiki/Pay_per_click)
  • 4. What is PPC? This is NOT PPC
  • 6. Google SERP – S earch E ngine R esults P age PPC PPC Organic
  • 7. Yahoo! SERP – S earch E ngine R esults P age Organic PPC PPC
  • 8. Live Search (MSN) SERP – S earch E ngine R esults P age PPC PPC Organic
  • 9. This is also PPC…. Content Targeting
  • 10. And this…. Content Targeting
  • 11. PPC Results are generated by Keywords that an advertiser has deemed relevant to their website by “bidding” on those Keywords $1.50 home cleaning services san diego $1.11 home cleaning service san diego $1.35 home cleaning services $1.25 home cleaning service $1.00 maids san diego $1.00 maid san diego $2.00 cleaning services san diego $2.00 cleaning service san diego $1.80 house cleaning services $1.80 house cleaning service $1.70 maid services $0.70 maid service $1.35 maids $1.50 maid $1.45 cleaning service $1.75 cleaning services $2.50 house clean $2.50 house cleaning Max Bid Keyword
  • 12. cleaning services $1.75 Keyword Bid Targeted ad copy Targeted Landing Page How PPC Works
  • 14. What are the Benefits of PPC?
  • 15. Yellow Pages Pros: Locally targeted Large audience – 13.4 Billion YP “references” in 2007 (source: Knowledge Networks, SRI) Qualified audience – People only open up the YP if they have an intent to purchase Relatively easy to use Cons: Expensive – Can spend thousands on a tiny ad Fixed cost Can’t “optimize” ad once it is published One ad per year Stressful deadlines Can’t leverage seasonal promotional messaging Difficult to track performance
  • 16. PPC addresses the “Cons” of Yellow Pages PPC YOU set the budget based on your own needs Variable cost Can continuously optimize ad based on performance Multiple, targeted ads Launch campaign when YOU want Can leverage seasonal promotional messaging 100% Trackable Yellow Pages - Cons Expensive Fixed cost Can’t “optimize” ad once it’s published One ad per year Stressful deadlines Can’t leverage seasonal promotional messaging Difficult to track performance
  • 18. Why PPC? Local targeting – “Geo-targeting” GIANT audience – Almost 12 Billion US Searches conducted in July alone, that translates to approximately 140+ Billion US Searches each year! (source: comScore, 2008) Can be used to “test drive” keywords before committing them the SEO (Search Engine Optimization) strategy Can be used to test “interest” of a new product or service Pay only for “targeted interest” – Every click can be viewed as a potential sale Go Green – No paper wasted!
  • 19. How to Get Started Allocate resources In-house or agency Set aside a PPC budget Establish baseline & goals Track current (pre-PPC) lead volume in order to determine if PPC is increasing leads to company Learn, learn, learn!
  • 20. Educate - Free Tutorials Google AdWords http://www.google.com/adwords/learningcenter/ Yahoo Search Marketing http://help.yahoo.com/l/us/yahoo/ysm/sps/index.html Microsoft adCenter http://advertising.microsoft.com/microsoft-adcenter/faqs
  • 21. Setting Up Your Own Campaign New to PPC? Test with Google http://adwords.google.com
  • 22. Google AdWords Google’s set-up wizard will walk you through the process
  • 23. Organizing Your Campaign Guides campaign set-up to help: Select keywords Group keywords Write ad copy Target ads locally
  • 24. Some Tips – Keep It Relevant! Keywords Select only keywords that make sense and will bring you qualified web traffic Find keywords on your site, your competitors, thesaurus, search suggestion tools https:// adwords.google.com/select/KeywordToolExternal http://adlab.microsoft.com/Keyword-Search.aspx http:// freekeywords.wordtracker.com / Ad Copy include keywords in the title & description Landing Pages Make sure you reinforce your ad copy and keywords by taking them to a relevant page on your site
  • 26.  
  • 28. Bad Relevancy Free Delivery? No pink roses?
  • 30.  
  • 31. Is Your Web Site Ready for PPC? Must have’s: Good tracking software Google Analytics (free) http://www.google.com/analytics/ Goals Lead Generation Easy to fill out online contact forms? PPC (or online) targeted phone numbers? Consumer-ready web site Easy to navigate Topic-specific landing pages
  • 32. Example: Floods 4 Less Similarities Lead Generation Variety of Services & Customer Needs Contact Form & Phone Number
  • 35.  
  • 36. Final Thoughts Educate yourself on PPC Determine your company’s needs & goals Ok to test small & build on success Keep it relevant throughout the process – from keywords to ad copy to your landing page – make it easy for the customer Re-invest part of your PPC profits back into your campaigns Allocate resources to support your campaign – constantly changing PPC atmosphere
  • 37. HawkEye Search Marketing Want a copy of this presentation? [email_address] [email_address] Q&A