pay-per-click

Pay-Per-Click Advertising How to Maximize the Return from Each Click-through Steven Schwartz President, PowerWebResults.com Southeastern Massachusetts E-Commerce Network University of Massachusetts – Dartmouth Agenda • • • • • • Definition Why Advertise? ROI Key Elements Resources Q&A What is Pay-Per-Click According to MarketingTerms.com.. “Pay-Per-Click is an online advertising payment model in which payment is based solely on qualifying click-throughs.” How Does it Work? • Bid on relevant keywords • Advertising engine displays your text ad on their results page or network of web sites • You only pay when people click Why Advertise? • Get instant visibility • Cost to enter is small • Track ROI Who Are the Major Players? • • • • • Google Yahoo MSN Find What Ask Jeeves/Teoma Google • • • • • • Keyword Targeted CPC (Cost Per Click) More Clicks, Better Results You set max per keyword and budget Track Results – Conversion Tracker Ads appear on Google.com Google content network via Adsense program Yahoo Sponsored Search (Formerly Overture) • Bid on keywords (auction format) • Highest bidder gets highest placement on the page • Yahoo, MSN, Altavista, CNN, Infospace • Yahoo Publishers Network Content Match (Beta)– Like Google Adsense MSN • Text Ads Limited to MSN, CNBC, Hotmail, • Program will eventually replace Yahoo results • May be an opportunity down the road Getting Started • Very Easy to Set Up • Take the time to – Plan – Research – Setup – Execute – Track Results st 1 Step: Budget and ROI • • • • Define program objectives What’s success? How will you measure success? Define and set conversion expectations Conversions • Any interaction that you want to track • Valuable events like: – Product Purchase – Form Completion – White Paper Download – Event Registration – Inquiry 2nd Step: Research Keywords • Yahoo Search Marketing – Keyword Selector Tools – Keyword Bid Tool – ROI Calculator • Google – Keyword Lookups – Keyword Analysis – Traffic Estimator • Wordtracker.com Bid Example ROI: What’s Each Conversion Worth? Source: http://www.bplans.com/common/calculators/ppcroi.cfm How Can You Maximize Your ROI? • • • • Great Ad Copy Keyword Specific Landing Pages Improve Conversions Continually Track What’s Going On Scenario 2 Copywriting • Focus on Your Ad Copy – Title – Body text – URL • • • • Google lets you run multiple ads Art more than science Look at competitors Hire copywriter Elements of a Good Ad • • • • • • • Attention Promise of Benefit Credibility Persuasiveness Interest Desire Action What Will Make You Stand Out? • • • • • Do you have the lowest price? Do you have the best variety? Do you have high-quality products? What makes you credible? How do you meet the needs of the potential buyer? Focus on the Ad Title • Most people scan the title • Body copy holds less weight • Insert relevant keyword in the Title – Google lets you do it automatically • If prices are low, put price in • Free add-ons can make a difference – Free shipping – Free 30 day trial More Ad tips • Quantify your ads – Most, Lowest • Avoid Using Hype – Buyers are savvy • Create a Sense of Urgency – "limited-time offer“ – "available for overnight shipping." • If you have space, add creditability – 30 day money back guarantee – 5 star rated vendor Ad Tips • Look at Competitors • Create a unique approach that focuses on the opposite or reverse of what your competitors are advertising • Test, retest and track Conversion - Landing Page • You just spent $$ to bring someone to your web site, now what? • Don’t waste it on your home page • Build specific landing pages that match the expectation your ad generated • Call to action – highlight your conversion - Buy - Download - Register Landing Page • • • • Call to action Copy Navigation – Limit, can distract Merchandising – Local, Geography, Season • Micro-site – Self contained site just for the offer Improved Conversion Do your landing pages convert? • • • • • • A/B Test Multivariate Testing - Offermatica Track visitors from Ad to Landing Landing to Next Step and beyond Google Conversion Tracking Use a Good Metrics Program Like – Webtrends, Click Tracks, Net Tracker – Urchin (Recently purchased by Google) Campaign Analysis • Daily – watch after launch of campaign • Weekly – Check listing performance – Traffic – Sales – ROI Numbers • Monthly – Deep Analysis – Search engine – Products – Keywords Resources • • • • • Good Keywords - Softnik Technologies PPC Toolkit – Softnik Technologies Arelis Keyword Tracker Bid Management Tools – AtlasOnePoint (formerly GOTOAST) – BidRank Conclusion • PPC Advertising is a very effective way generate traffic and sales • Takes effort, planning, testing and constant monitoring Q&A Steven Schwartz PowerWebResults.com info@powerwebresults.com (401)440-4028