Pay-Per-Click 101

What can it do for me?Should I bother?

Who Is This Guy?• Giuseppe “G” Frustaci– Server, not Guru

• Startup After College– Marketing at scale = $$$

• iProspect and Catalyst– Staples, P&G, Novartis• $4M - $10M Budgets. Obscene Revenue• Focus on Testing & Data Analytics

Agenda

• Basic Vocab: This will be on the final• Strategy : How can PPC help my business?• Should I Bother?– Search Advertising– Display Advertising

• Free Money• Homework

Vocab: Banner Advertising

• SEM: Search Engine Marketing• Search Networks: Google, Yahoo, MSN• PPC: Pay-Per-Click• How does it work?– User searches for: Mercedes 300 SL Roadster

Vocab: Search Advertising

Vocab: Search Advertising

Conversion Funnel

Strategy : Awareness

• Display Network– Potential Customers Don’t Know about You– Targeting : Content Networks

• Websites that publish content or Web-based Tools

See Content, See Content Run

Conversion Funnel

Strategy : (Re)Consideration• Remarketing– Reengage your Website Visitors• 6 to 12 Impressions to be remembered

– AKA: Stalking– DO THIS – If you want people to remember you and visit

again• Good Examples: WarbyParker.com, Fab.com, Gilt.com• Graphics-based Ads (don’t bother with text)• Vertical Ads get more eyeball time• But do all of the sizes anyway

STOP WHAT YOU’RE DOINGSet this up IMMEDIATELY!

Strategy : (Re)Consideration

Strategy : (Re)Consideration

Strategy: Consideration(s)

• Message Testing– New Product– New Features– Benefits– Specials, Deals, Discounts

• Basic Question– Is my Ad Messaging resonating?– Are they engaging/converting on my site?

Conversion Funnel

Conversion Intent• Search Engines• Keywords Related to your business– Problem or Pleasure– Product/Service Category– Product/Service Name– Competitors• Trademark Issues: Keyword is OK, Ad Copy is Not• Buy, Upgrade, Hate, Technical Support, Problems

– Brand & Misspellings

Should I bother with Search?

• Keyword Research Tool– See potential performance– Related Keywords

• Should I Bother?– Are people searching for my products?– Is this demand significant?

• If Yes, Basic Campaign– Purpose: Learning Your Customer’s Language

Should I bother with Search?• Learning About Your Customers with Search

– Keyword: Tennis Shoes– Start on “Exact” Match

• Shows up for: Tennis Shoes• Doesn’t for: Anything else, no matter how similar

– Move to “Phrase” Match• Shows up for: Red Tennis Shoes, Tennis Shoes Sale• Doesn’t for: Shoes for Tennis, Tennis Sneakers

– If you have $$$, “Broad Match• Shows up for: Best Shoes for Tennis, Running Shoes• Doesn’t show up for: Spaghetti Monster, Pink Tutu

– http://support.google.com/adwords/bin/answer.py?hl=en&answer=2497836

• Search Query Report– What terms did people search for when the saw your ad?– http://www.youtube.com/watch?v=QnUs9JFKl_g

Should I bother with Search?

• Ad Copy– http://

certifiedknowledge.org/blog/an-endless-supply-of-adwords-ads-for-your-split-test-experiments/

– http://www.netargument.com/2011/07/19bold-ideas-for-writing-google-adwords.html

– Starting Out, Anything Goes• The Goal is understanding customer language

Should I Bother with Display?

• Link: How to Build a Display Campaign• Tips– Unique Campaigns per effort• Topics, Interests, Keywords, Remarketing

– Graphics-based Display Ads work best– Vertical Ads get the most eyeball time

• Building your ads– Google has a (fairly decent) Free Tool

http://www.google.com/ads/displaynetwork/plan-creative-campaigns/display-ad-builder.html

Free Money

• Come to my class on June 16th

– $250 in Google, MSN, and Facebook credits• Set up accounts, then wait– Analytics– 1and1.com, Godaddy– Gmail– Adwords– Google it

Homework

• Set up a Google Adwords Account– If you get lost, call Google

• Keyword Research Tool– Just brainstorm. Export the results file

• Find display ads for your competitors– Or companies selling to the same customers– Save the images• Ctrl Shift PrtSc