Using Pay Per Click (PPC) To Generate Sales
Hall Web Services
Who We Are
Kasi GajtkowskiOrganic Search [email protected]
Hall Web Serviceswww.hallme.com
• 10+ Years in Business• Over 80 Search Marketing Clients• 98% of Customers "Very Satisfied"
Got Questions?
• Use GoToWebinar “Chat” or “Ask a Question”
• Twitter with #SEOvision tag
About You:
What You'll Learn:
What PPC is and who it's best suited to What makes a PPC campaign successful Some tips on good landing pages and analyzing results
You manage a revenue-generating website You're considering PPC as a marketing tool You don't know what makes PPC different from SEO or whether it's right for you
• Banner Ads• Sponsored Posts• Pay Per Lead• Directory Listings• Pay Per Click
Types of Paid Advertising
• Well, you pay, per, um, click• Bid only on what you want• Highly focused (geographic,
time of day, etc.)• You set your budget• Highly trackable
What Makes Pay Per Click Unique
• Easy to get started• Highly targeted• Easy to demonstrate ROI
Pros of Pay Per Click
Cons of Pay Per Click
• Expensive• You have to keep paying• User bias toward organics
Organics + PPC
Organics + PPC
• People are more buy-oriented on PPC• Typically, you can get more competitive
keywords on PPC• Relevance (SEO) still matters – landing page
optimization• It’s all trackable, so you can learn what works
best from each method and adjust strategy to suit
• Easiest to demonstrate return with eCommerce (Google Analytics is rad!)
• B2B and long buying cycle is harder• Determine what “victory” is, and realize that it
may take some time for a visitor to become a conversion
Results – What to Expect
"The Big Three" Compared
• Biggest market share• Most expensive• Best ad platform• Best analytics out of box
• Second biggest (for now)
• Less expensive• Will be phased out by
2011
• Great results, but least traffic
• Less expensive• Microsoft is pursuing
aggressively
Is PPC Right For You?
• Time investment • Tracking and ongoing adjustments
essential• Money investment• Results vary depending on offer
and industry
Getting Started with PPC
• Determine a Budget - $500/mo bare minimum
• Engine(s)• Offer – What • Keywords• Geotargeting?
Anatomy of a Campaign
• Campaign – Overall settings, e.g. “US Store”
• Ad Groups – Groups of related keywords, e.g. “LCD monitors,” “printers”
• Keywords – What you actually bid on
• Ads – Getting People to Click!• Landing Page – The ultimate
goal
Landing Pages
• Offer something worth getting
• Don’t clutter the message
• Ask for as little as possible
• Draw people into your website when they convert!!
• Track, track, track
Tracking – The Set-up
• Google Analytics works beautifully with Google AdWords (surprise)
• Google Analytics can import data from Yahoo and Bing, too, you just need to tag links
• Code needs to appear on landing pages, is helpful on conversion pages and on conversion links
• Ad-side data: Clicks, cost, CTR, position, etc.
• Landing page data: # of conversions, bounce rate, etc.
• Comparison to organics
• A/B testing (Google Website Optimizer)
Tracking – What to Look For
Organics + PPC
Supplement your SEO campaign with:
• More Clicks
• More Information
• New Markets
• Marketing of short-term events
Weekly Webinars
Next week:
Amanda – Boost Your Rep! A Marketer's Approach to Getting Inbound Links
Two Weeks:
Jenika – What's a Web Strategy and Why Do I Need One?
Learn More!
Web Vision Blog - http://www.hallme.com/blog
Webinars – http://www.hallme.com/webinars
Follow Hall on Twitter - @Hall_Web
Call us! 1-877-425-5932 (HALL-WEB)
Email me: [email protected]
QUESTIONS?
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