www.nb2bc.co.

uk Pay-per-Click AdvertisingPay-per-Click Advertising

Introductory WorkshopIntroductory Workshop2424thth Oct 06 Oct 06

© 2006 NB2BC

www.nb2bc.co.

uk

PPC WorkshopPPC Workshop

Agenda

• 9.30-10: Why do PPC? Creating PPC objectives

• 10-11: Getting found, prioritising keywords

TEA BREAK

• 11.15-11.45: Acquiring traffic, creating the advert

• 11.45-12.30: Landing page, converting traffic to customers

• 12.30-13: Summary & discussion

© 2006 NB2BC

www.nb2bc.co.

uk

IntroductionsIntroductions

B2B Team

• Matt Charman

• James Pennington

Delegates

• Your name and a FEW words about your business

© 2006 NB2BC

www.nb2bc.co.

uk

Workshop ObjectivesWorkshop Objectives

To develop specific pay-per-click advertising campaign for your business:

• Define PPC objectives

• Prioritise keywords

• Create PPC advert

• Review landing page

• Be ready to launch your PPC campaign

© 2006 NB2BC

www.nb2bc.co.

uk

PPC Advertising DefinedPPC Advertising Defined

What is PPC advertising?

• type of online advertisement, where the advertiser (i.e. you) pays the publisher each time a visitor clicks on your advertisement

payment based on ‘click throughs’

• displaying precisely targeted ads at someone who has shown an interest in a subject, at that particular time

search orientated

© 2006 NB2BC

www.nb2bc.co.

uk

PPC AdvertisingPPC Advertising

Major search portals are:

• Google

• Yahoo

• MSN (Microsoft)

Independent networks exist

• MIVA

• Mirago

Source: www.searchenginewatch.com

© 2006 NB2BC

www.nb2bc.co.

uk

PPC ads and your businessPPC ads and your business

Q: Why start PPC advertising?

• ‘I want to get my website in the search engines’

• ‘I want more people to find my website’

• ‘I want more traffic at my website’

• ‘I want to sell more’

Checklist

Objectives

Keyphrases

Advert

Landing Page

© 2006 NB2BC

www.nb2bc.co.

uk

PPC objectivesPPC objectives

Specific and measurable

• increase newsletter subscriptions by 50% in 6 months

• generate 50 sales leads for product X per month

• deliver £1,000 on-line revenue per month

• generate 20% of leads for sales seminar

Checklist

Objectives

Keyphrases

Advert

Landing Page

© 2006 NB2BC

www.nb2bc.co.

uk

PPC: Getting foundPPC: Getting found

Brainstorm all terms

• remember your objectives

• don’t use industry speak

• get customer focussed

• what makes you unique?

• brands, generic & specific terms

Checklist

Objectives

Keyphrases

Advert

Landing Page

© 2006 NB2BC

www.nb2bc.co.

uk

PPC: Getting foundPPC: Getting found

Which keyphrases are most popular?

• Use the Overture tool to review

• Prioritise most popular

Checklist

Objectives

Keyphrases

Advert

Landing Page

© 2006 NB2BC

www.nb2bc.co.

uk

Tea break……..Tea break……..

© 2006 NB2BC

www.nb2bc.co.

uk

PPC: Create the AdPPC: Create the AdChecklist

Objectives

Keyphrases

Advert

Landing PageAds have the following components:

• Headline

• Description

• Display URL

• Destination URL (landing page)

© 2006 NB2BC

www.nb2bc.co.

uk

PPC: Create the AdPPC: Create the AdChecklist

Objectives

Keyphrases

Advert

Landing PageWriting ad copy:

• Match ad copy closely to keywords

• Create clear and direct ad titles

• Use customers’ language

• Include incentives

• 50% off………

• discount price……

• Avoid jargon

© 2006 NB2BC

www.nb2bc.co.

uk

PPC: Creating the AdPPC: Creating the Ad

Search:

‘toshiba laptops’

Search:

‘climbing frames’

Search:

‘PPC training’

PPC examples:

Checklist

Objectives

Keyphrases

Advert

Landing Page

© 2006 NB2BC

www.nb2bc.co.

uk

PPC: Create the AdPPC: Create the AdChecklist

Objectives

Keywords

Advert

Landing PageCompile your advert

© 2006 NB2BC

www.nb2bc.co.

uk

PPC: Traffic to customersPPC: Traffic to customersChecklist

Objectives

Keywords

Advert

Landing PageThe landing page

• converts traffic to customers

A landing page should:

• focus, focus, focus!

• strong call to action

• minimise other distractions

• specific, measurable conversion (objectives)

• drive online registrations

• sell products today

• promote an event

© 2006 NB2BC

www.nb2bc.co.

uk

PPC: Traffic to customersPPC: Traffic to customersChecklist

Objectives

Keywords

Advert

Landing PageReview landing page

Examples:

• SEARCH 1: ‘Holidays in Rome’

• SEARCH 2: ‘Office computer desk’

© 2006 NB2BC

www.nb2bc.co.

uk

PPC: Traffic to customersPPC: Traffic to customersChecklist

Objectives

Keywords

Advert

Landing PageReview your landing page

© 2006 NB2BC

www.nb2bc.co.

uk

Campaign LaunchCampaign LaunchChecklist

Objectives

Keywords

Advert

Landing PageActivating your PPC campaign:

• different service providers exist

• quick and easy to set up

• easily turned on/off

Today we will use AdWords from Google!

• https://adwords.google.com/select/login

© 2006 NB2BC

www.nb2bc.co.

uk

SummarySummary

PPC campaign

• Developed objectives

• Defined keywords

• Created Ad campaign

• Reviewed landing page

Now ready to launch PPC campaign

© 2006 NB2BC

www.nb2bc.co.

uk

Working with the B2B CentreWorking with the B2B Centre

We provide free and impartial e-business advice

Consultancy services are available

‘Request Help’ at our website