Developing a Successful Google Adwords PPC...
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Developing a Successful Google
Adwords PPC Campaign
By: Tony Palermo
March 2, 2012
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Agenda
• Thinking online
• Online Strategy for your Business
• Reviewing Your Business
• Keyword Development
• Market Research
• Ad Development
• Landing Page Development
• Case Study Results
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Thinking Online
Traditional
• Interruption Marketing
• Mass Advertising
• Putting your product in front
of prospective customers
• Building brand, building
product awareness
• Push marketing
• Give people what you want
• “Me Marketing”
Online
• Search marketing
• Consumers
shopping/searching for your
product
• Offering information when
people are researching,
shopping, and buying
• Providing consumers what they
are looking for when they are
looking for it
• Pull marketing
• Give people what they want
• “You Marketing”
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ONLINE STRATEGY
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Online Strategy
• All businesses should have a Google Places listing
• Google Places provides a local listing at the top of the first page of search
• Opportunity to be found and highlight your business, location and services
offered
• Compliments your main website
• Drives additional traffic to your website
Search term based PPC advertising
Presents your ad to searchers in the specified trading area. Drives instant traffic and is scalable
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TRADING AREA DEFINES
ONLINE MARKETING FOCUS
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Local Trading Area
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Non Local Trading Area – Southern Ontario
Plays a supporting role to Adwords
Generates free search traffic
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REVIEWING YOUR
BUSINESS
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Reviewing Your Business
• Preparing a Project Brief
• Methodically develop a campaign outline consisting of: • Campaign objective
• Vision of success
• Target audience • Is it families, couples, sports enthusiasts, girls weekends
• Located across Southern Ontario
• Product Value Proposition • What experiences do you sell? – Refer to existing sales and marketing materials
• Competition • List of competitors
• Why do we lose business to them?
• Why do we win business from them?
• Why do existing customers stay with you, or leave for the competition?
• What differentiates your product or service • What is the unique and compelling reason why customers should buy your product?
• What unique features and benefits does your product or service offer?
• What needs or pain points does it address?
• Customer feedback • Review comments of what your customers say to you
• Terms people might use to describe your product experience
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KEYWORD
DEVELOPMENT
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Selecting Keywords
• Using the Google Keyword Tool
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Search Terms • Ontario resort(s)
• Muskoka resort
• Ontario Getaway
• Winter Getaway
• Ontario cottage resort
• Winter Getaway
• Skiing
• Snowshoe
• All inclusive
• Algonquin/Huntsville/Muskoka Lodge
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Keyword Tool
• Provides search volume for your keyword terms and a list
of suggestions of like terms
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Keyword Themes
• Keywords focussed on 5 main segments:
• Services
• Activities
• Events
• Seasonality
• Location
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MARKET RESEARCH Current Market State
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Online Search Shopping Process
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Competitive Review
What is an online competitive review?
• A competitive review summarizes the current state of
businesses competing for the same search terms as your
campaign targets.
• The review identifies competing businesses, ad copy and
landing page content, offers, and conversion strategies.
• The outcome identifies best practices and category trends
to build your online campaign around.
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Competitive Review
How to conduct a competitive review:
• Select your top keywords
• Use Google to search top keywords
• Review
• Ads
• Organic Search Results
• Landing pages
• Offers
• Call to actions
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LANDING PAGE
DEVELOPMENT
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Landing Page Strategy
One page of engaging content with only one exit point
• Beautiful pictures
• Emotionally engaging
• Copy focuses on “you” not “me”
• Clearly defined value proposition
• Urgency – call to action
• Text based copy
• Keyword content rich for word quality score
• Maximize SEO
• Proper page structure and HTML
• Multiple opportunities to access the call to action
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Landing Page Development
• Target audience – is it families, couples, girls weekends
• Key features of your product
• Key reasons people purchase your product or service – What do
customers tell you
• Previous successful marketing strategies – messages, campaigns
• Keyword inclusion
• Testimonials – short excerpts to use on the site,
• Awards affiliations, accreditations
• Unique selling proposition to highlight, attract interest, and
differentiate
• Value proposition
• Call to action
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Strategy Overview
• Simplify your business online
• Understand your customer
• Learn from your competition
• Segment and focus your campaign
• Build each component specifically for the segment
Romantic
Keywords Romantic Ad Copy
Landing
Page Content
Muskoka Keywords Muskoka Ad Copy
Pet Friendly
Keywords
Pet Friendly
Ad Copy
• Create urgency and value with valuable offers and strong
calls to action
Constantly Test Learn and Apply
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Summary for Success
• Keywords find audiences of prospective customers
• Ads use messages to turn impressions into clicks – visits
to your page
• Great landing pages convert views into
inquiries/prospects
• Fast efficient follow up turns prospects into sales