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• 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?
Top Related