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san diego | london | cape town | sydney

• Based in Cape Town, South Africa, with offices in USA,UK & Australia.• Specialist PPC agency with over 50 clients mainly in Retail & Travel.

www.clicks2customers.com

How to win

Yes, there is a difference between SEM and SEO

SEO {natural Search results}

Pay Per Click {sponsored links}

• User Base grew by 15% last year, from 4,6-million to 5,3-million, and is expected to grow at a similar rate in 2010.

• Google has opened a local office and has launched Google Maps locally.

• # of broadband South Africans has grown by more than 50% percent in the past year .

• Google receives 250m queries per month

• 10th highest twitter user base.

• 15 million mobile internet users by 2013

The State of the Nation

How to win

Users search for anything

How to win

How to win

And everything!

Where are we today…and where are we going?

1995 2010 2050?

$ Digital Media

Non-Digital Media

Today

How to win

South African online marketing was born feet first with its arse facing the sky.

Display/Banners

Search

CPMPay for every 1000 impressions

Online was viewed as a push channel so banners were sold first...

0.068% CTR1-3% CTR

How to win

“Give the users what they want, and the rest will follow.”

-Sergey Brin & Larry Page

How to win

Search is the only channel to trulyunderstand user intent

Display/Banners

Search

Awareness to drive more search acquisition5+% CTR

Acquisition Channel10+% CTRPay Per Click

Performance Model (CPA)

Search Engine Marketing is an acquisition channel which matches user intent to sales…

Targeted Ad *(1) leads to Good User Experience*(2)The moment of relevancy...

Good User Experience: Landing Page Quality

Leads to a conversion.

How to win

AdWords rewards relevance

How to win

How much you want to pay(CPC)

XHow relevant you are(Quality Score)

QUALITYscore

CLICK THROUGH RATEQuality Score is 66% CTR

VS

How to win

CTR is affected by: • Keywords;

• Adverts and • Landing Pages

Targeted Ad *(1) leads to Good User Experience*(2)Users click on ads when…

Good User Experience: Landing Page Quality

And they convert on relevant landing pages.

Pric

e

Relevancy

Broad Match

Broad match keywords match your ads to ‘similar’ queries

Hotel California

Hotels in California

Cheap Hotels California

Luxury Hotels California

Hotels California Eagles

Hotel California Lyrics

How to win

When keywords go horribly wrong...

Safari

Sex with Animals

Bestiality

Sex Safari

How to win

Negative Keywords give control.

POT(On Broad Match)

Marijuana(On Negative Match)

How to win

Rather use many exact match keywords.

4 star hotel in New York

4 star hotel in New York

How to win

It is a quest to exactly match the user’s query.

Pric

e

Relevancy

Broad Match

EE

EE

E

Good keywords match what the user is looking for

and accurately reflect your business

How to win

Users drink WISCAY

Good User Experience: Landing Page Quality

WhatIsSoCoolAboutYou?

How to win

Match keywords to ad text

Targeted Ad *(1) leads to Good User Experience*(2)

How to win

The more targeted your ad text the higher your CTR

1 x CTR

2 x CTR

4 x CTR

Great ads match user intent to your unique selling points.

How to win

The heart of the conversionlies not in the homepage

Users stay or go within 2-3 Seconds!

Consumers are always searching &converting: Be ‘Always On’

How to win

RECAP!

How to win

CTR is affected by: • Keywords;

• Adverts and • Landing Pages

How to win

Success is:• Having majority of exact match keywords

• Showing WISCAY ads • And landing users deep within your site.

Questions?