Don’t Leave Your Money on the TableYour Guide to Paid Search Advertising

Ron Adelman WSI Internet Marketing Consultant

The 2008 “Digital World, Digital Life” survey by TNS provided a detailed snapshot of UK Internet users’ activities online during the year.

“To no one’s surprise, searching, banking and catching up with the news and weather were among the most common online pursuits,” says Ms. von Abrams. “But various forms of social media also

attracted significant audiences.”

How Paid Search Can Work for You

• What is Pay Per Click?• Techniques for successful PPC

programs• Case studies

What is Paid Search?

Sponsored Links occur across the top and down the right side

Online Advertising Spend Trending

• 85% of the world (875 million) make online purchases

• Advertising spend is projected to steadily increase

Where are you spending your advertising dollars?

Dollars & Sense: Control Your Ad Budget

1. Selecting your keywords

Keyword Tool

So, Let’s Begin a Campaign

What is Paid Search?

Top Keyword Considerations

1. Long-tail or Qualified keywords Digital Camera or “Canon Powershot Sx10”

2. “Commercial Intent” – are they buying?• Quote, price, buy, sales, etc

3. Related but not targeted keywords• Jobs, used, free, pictures• Very Important! (Negative Keywords)

“Instantly slash your ad spend 5-15% with no loss of sales” Perry Marshall

If you are bidding on “desks” or “office desks” and you’re selling wood desks, filter out “metal desk” searches

Negative Keyword Example

2. Compelling Ad Text• Know your audience – Why they buy• Reason to Click (Click Trigger)• Filter out non-target clicks… Good ad copy = higher quality click thru

Very Important Strategy

3. Targeting

• Location• Time – Day of week, time of day• Demographic Information or language

Spend money where the conversions happen

Broaden Your Scope with the Content Network

Reach over 80% of the world’s internet users with this powerful tool

Demographic Targeting

Expand Your Target Market

Target peak times for customers

locally

4. Landing page – First Impression & Conversion Potential

So, Let’s Begin a Campaign

Create an Optimized Landing Page

• Keep it simple – Give them what they want – Match keyword phrase– Tell the visitor what they should do next– Use pictures, video and graphics that drive your

message and showcase your product or service

Successful PPC Campaign Strategies

Create an Optimized Landing Page

• Conversion Architecture: ordered information that is easy to read and follow

• Remove common roadblocks – Security and privacy concerns

• Provide enough information to make a decision– Is your offer clear and concise?

Successful PPC Campaign Strategies

5. Budgeting – How much is a customer worth?

6. Tracking & Optimization – Knowing what is working!

Tracking Options

• Conversion Tracking – Did the visitor submit a – form or checkout

• Website Analytics – Goal tracking, did the visitor click a link or visit a key page

• Phone Tracking– Where did you hear about us?– Tracking phone number

Successful PPC Campaign Strategies

WSI Local ADWORKS• Copy of your website

– Phone, email and forms tracked

• Campaign Optimized – Based on contacts, keywords and bids are optimized

• Phone Tracking– Number of calls, numbers of callers– Recording available

Niche – Local companies

Successful PPC Campaign Strategies

7. Landing Page Optimization

1. Targeted marketing.2. Instant traffic3. Marketing during the purchase phase.4. Measured budgets.5. Higher conversion rates.

Top 5 Reasons Companies MUST Consider Paid Advertising

in a Slow Economy

Agency Management• Outsourcing

- More affordable than hiring full-time staff30 min (a day), 5 days (a week) = 150 min / week3.25 weeks annually spent managing your campaigns

- Our online staff are fully trained & experienced in research, set-up & campaign management-Increased efficiency and conversion pays for management many times over

Focus on your business while we bring customers to you!

Contact your WSI Consultant for a personalized presentation…

Questions? Follow me on Twitter – twitter.com/rsadelman