Paid Search Marketing Presentati

The Importance of PPC Paid Search Marketing for You & Your Business  What is Search Marketing?  How Can Search Marketing Help You and Your Business? What is Search Marketing? Search Marketing is a form of Internet Marketing that seeks to promote websites by increasing their visibility in the Search Engine results pages and has a proven Return on Investment wikipedia.org/wiki/Search_engine_marketing Some Stats…… • The UK has the highest rate of Internet Usage in Europe • The Average User Spends 34.4 hours online (more than the time spent watching TV) • Over 80% of visits to a website start from a search engine • Search Marketing is the Fastest growing form of all UK Advertising What are Search Engines? A search engine is an information retrieval system designed to help find information stored on a computer system • No totally reliable data - Google has a share of searches of anything between 43% and 90%... • Recent reliable study suggested Google a market share of 70.6%, followed by Yahoo (18.7%), Microsoft (8.9%) and Ask (1.7%) • Google has a higher share of UK Searches • In this Presentation we focus on Google and tend to focus on Google initially with clients What Is Google? Google has a search engine that will gather, sort & report information from the Internet, based on your topic of interest There are two ways of appearing in Google Natural (Organic) Search Paid (PPC) Search Natural (Organic) Search ‘A Good Natural/Organic Search Ranking is the No 1 Priority’ • Natural Search Traffic is believed to be higher quality • Natural Search Traffic is ‘Free’ • But there’s a huge volume of competing sites out there, all looking for natural search traffic • And it’s becoming increasingly difficult to get a good natural ranking for a new or small site The Disadvantages of Natural Search • • • • You have No Control It takes a long time to see results There is huge competition Larger, more established sites are ranked higher • SEO is very time consuming and/or expensive • It is inflexible Therefore • If you have an online business or you rely on the web for business you can’t afford to rely on Natural Search – you need marketing activities that you can control • That’s why we advocate Pay Per Click (PPC) or Paid For Listings (PFL) Search Engine Marketing to be a part of most businesses online marketing strategy • And if you pay for traffic to your website, your website must give your target customers what they want! Why PPC Search Engine Marketing? • Targeted • Huge Potential Audience – bigger than TV or Sporting Events • • • • • Cost Effective Immediate On Demand Controllable Trackable/Measurable Targeted • Locally, e.g. Knaresborough or within 5 miles of Harrogate • Regionally e.g. North Yorkshire • Nationally e.g. England or UK • Worldwide • Product e.g. suspended ceiling restorer • Market e.g. Solicitors/engineering companies • Or any form of targeting you or your colleagues choose Benefits of AdWords: Cost • • • • • • No minimum spend You choose your own maximum daily spending limit (daily budget) Choose how much you want to spend per click for every keyword Pay Google for users who click on your ad More cost-effective than Yellow Pages, Banner Ads & Direct Mail* Conversion tracking = real-time return-on-investment data ** U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004 Search Advertising is Far More Cost Effective Search Advertising is cheap and effective vs. other ad methods Cost-per-lead across Various Direct Marketing Methods 40% Search Search £ 0.27 Email £ 0.45 Banner Ads £ 1.90 Direct Mail £ 9.00 £2.00 £4.00 £6.00 £8.00 £10.00 £0.00 •Average acquisition cost: £10- £15 vs. the online average of £50 * U.S. Bancorp Piper Jaffray, Equity Research, June 2004 Immediate & Flexible • You can set up new ads & keywords in minutes • You can react immediately if things are not working or working really well • You can run campaigns at very short notice e.g. Nokia ran search ads reacting to the Apple i-phone price cut/refund debacle within hours of the story breaking • You can stop/start, change prices, offers, targeting, wording, whatever, wheneve r you choose Measurable is Manageable • Every click is measured, every enquiry, sale or download is monitored • We can see what works and what doesn’t and react accordingly • We can monitor how visitors behave on the website and which phrases, advertising, targeting, etc., lead to conversions • We can refine our activity, monitor, measure, refine and so on. What Do We Do? • As Search Marketing Specialists we make sure that your online marketing delivers results in the most efficient, effective and cost effective way. • We specialise in using Search Marketing to target your ideal customers and prospects and deliver defined objectives from your marketing activity. How Do We Do This? • We work with you & your colleagues to understand your business, products, services and proposition. • We develop an understanding of your ideal customer, target customer and who your competitors are. • We then devise a Search Marketing plan that will ensure your target customers choose you, not your competitors. • We develop a search marketing campaign incorporating a huge range of keyword phrases, targeted ad copy, and help develop targeted landing pages • We then monitor and actively manage the campaign, continually refining existing activity and testing new activity to optimise the results from your search marketing and maximise conversions. • We provide weekly reports, telephone support, face to face meetings and constant attention to your clients search marketing campaign And then? An Ongoing Relationship • Once one of our clients has seen the results PPC can deliver they will nearly always want to do more • But we also put the experience gained in PPC to use in Natural Search and seek to optimise the best performing phrases for Natural Search, thus potentially further reducing costs • And we assist you with other forms of online marketing activity where appropriate for your business How Can It Help You And Your Business? If you want:• More/Better Quality Enquiries • More Sales • More Profitable Sales • More Effective Advertising • Lower Risk/Lower Cost Marketing How Can It Help You And Your Business? Or if you want:• To Market a New, Innovative, Unique or Niche Product/range of Products or Services • To Appeal to a Wider Geographic Area • Or to target particular buyers/groups Then PPC will certainly help you What Will It Cost? We offer a flexible approach to charging based upon what is most appropriate for the situation and how you would prefer us to work together including:• A Fixed Fee Monthly Management Charge • A Set Fee/percentage Cost Per Action (Payment by Results) • Fees based on a percentage of your spend • An all inclusive Cost Per Click rate The Importance of PPC Paid Search Marketing for You & Your Business • Introduced you to Paid Search Marketing • Shown you how it can help your business • Shown you how it can help you Questions? Call Peter Van Zelst on 0845 6212068 or visit our website SpecialistOnlineMarketing.com