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Building Your Business with
Keyword Advertising
June 07, 2006
Rajat Kumar
ProfitBySearch
With the explosive proliferation of websites on the Internet, It has
become really hard to establish your presence on the web.
Millions of people are using search engines for searching various
products and services, but the problem is that your Web sites don’t
feature in the search results as a result you don’t get any customer
visits.
Using Bulk mailing is not helping either as most of the email Lists
have dried up, and spam filters are in place.
Using Banner ads is also a lost cause with click-throughs going
from 2% to 0.2% and CPM* rates climbing, the waste is getting higher.
* Cost per thousand impressions
Search – essential to any online marketing strategy
• Approximately 50% of online purchases are preceded by research on a
search engine*
• 82.8% of IT marketers say websites are their most effective tool for lead
generation**
• 85.7% searched with intent to buy***
*DoubleClick 'Search Before the Purchase', 2005
**MarketingSherpa, IT Marketing Survey Results, 2004
***Interactive Advertising Bureau, 2005
The Element of a Search Engine
But do these “sponsored links” work?
About 10% to 40% of visitors searching for a term click on the
ads instead of the search results.
And 0.5% to 10% of the total typically click on OUR ads.
So what do we do?
So what Does ProfitBySearch do?
First we understand your products, offerings and
target audiences and strategize a campaign for each.
We add campaigns when appropriate, over time.
How Do We Do It ?
KW Group
Selecting Keywords
Our analysts create sets of keywords likely
to be used by each target segment, We
keep adding and fine-tuning using
automated proprietary technology Profit
Tracker, A campaign could use between
500 and 1,000,000 keywords.
Typical CPC
0.18
0.16
0.14
0.12
COST
0.1
0.08
0.06
0.04
0.02
0
1 2 3 4 5 6 7 8 9 10
POSITION
In the typical CPC* graph, the cost per position declines with position
making all the top-position ads very expensive…
* Cost per Click in US$
ProfitBySearchs's CPC
0.2000
0.1800
0.1600
0.1400
0.1200
COST
0.1000
0.0800
0.0600
0.0400
0.0200
0.0000
1 2 3 4 5 6 7 8 9 10 11
POSITION
Our technology Profit Tracker ensures the opposite: we pay the least for the
words that work the best. This gives our clients an unfair advantage.
*
CTR/Postion
3.00%
2.50%
2.00%
CTR
1.50%
1.00%
0.50%
0.00%
1 2 3 4 5 6 7 8 9 10
POSITION
We also see an interesting phenomenon we call tail-wagging. Clickthroughs go UP a bit
when you go below position 5 on highly-competitive words.
So here, we reduce bids to increase performance.
This varies by industry, though, and our systems learn all the time.
* Click through Rate
Multilingual
ProfitBySearch operates in 41 countries around the globe in
18 different languages.
Benefits of Pay Per Click
According to a SEMPO survey, the purpose of companies
using ’PPC’ is as follows:
• 61% on average wished to increase or enhance brand awareness.
• 58% on average wished to sell products, services or content directly online.
• 54% on average wished to generate leads to be closed via another channel.
• 44% on average wished to drive traffic to websites for which the revenue
model was online advertising.
• 21% wished to generate leads for a dealer or distributor to close.
• 14% wished to provide informational or educational content.
Why do you need us?
• Managing paid search campaigns is complicated:
– There are 5 engines to deal with, therefore managing listings is difficult
• Log in to 5 engines
• Many thousands of keywords to monitor and update bids for
– Each engine has different management structure
• Character limits for copy
• Method for determining rank
– for Overture Max CPC = Ranking
– for Google CTR x Max CPC = Ranking
– Visibility
• Difficult and time consuming to collate and contrast results from campaigns
– Many Related Search Products
• Sponsored Links, Paid Inclusion, Local Search, Trusted Feed
What makes us Different
• Proprietary tools & technologies
Search Trail has invested heavily in the development of supporting technology called Profit Tracker to
enable its consultants to do more, and to deliver better results, whilst creating greater transparency in our
work, and providing better management information to our clients.
Campaign Analytics
– Profit Tracker can track the effectiveness of all online marketing campaigns natural as well as paid-for
traffic.
– It provides comprehensive real-time ROI tracking and cost per sale analysis by referrer, and keyword.
– This enables the cost and performance of each campaign to be assessed and adapted accordingly to
meet online marketing strategies and budgets.
– Bid management technology
Search Trail is one of few agencies to posses its own bid management toolset, with direct API access
to all major pay per click engines, and capable of executing advanced bidding rules and updates on
millions of bids as frequently as every half hour.
– Reporting Services
Using our client Extranet , Our clients can view consolidated reporting for both their
organic search optimisation and Pay-Per-Click search engine advertising. Reports
could be generated on a daily, weekly, or monthly basis.
A Sample Case Study
Goals:
• Driving Traffic to their Credit Card Landing Page
Ad Creative that Works
Messaging
{Keyword: Credit Cards}
• Keywords placed in heading of message Great low rate credit cards.
• Clear benefit statement to user 60 second response. Apply online
• Strong call to action http://www.standardchartered.com.sg
Interest:
Finding What Keywords Work
200+ relevant keyword list built by ProfitBySearch services on basis of
feedback from Advertiser
lowest rate credit cards
credit card promotions in singapore accept credit cards capital one credit cards
best credit cards after bankruptcy
dinners club credit card singapore secured credit cards credit cards merchant account
low intrest credit cards
card citibank credit singapore prepaid credit cards credit cards Singapore pay off credit cards
accept credit cards student credit cards online credit cards american express credit cards
secured credit cards best credit cards credit cards after bankruptcy capital one secured credit cards
prepaid credit cards credit cards for bad credit low interest rate credit cards no credit check credit cards
student credit cards business credit cards free credit cards reward credit cards
best credit cards instant approval credit cards balance transfer credit cards card applications credit cards
credit cards for bad credit accept credit cards online pre-paid credit cards best low interest credit cards
business credit cards cash back credit cards low apr credit cards pre approved credit cards
instant approval credit cards compare credit cards corporate credit cards fixed low interest credit cards
accept credit cards online visa credit cards consolidate credit cards bank of america credit cards
cash back credit cards credit cards guaranteed 0 interest credit cards credit cards instant approval
compare credit cards credit cards for people with bad credit small business credit cards credit cards for college students
visa credit cards gas credit cards debt negotiation on credit cards fleet credit cards
credit cards guaranteed accepting credit cards instant credit cards fixed rate credit cards
instant online approval credit cards unsecured credit cards low rate credit cards prepaid visa credit cards
easy to get credit cards credit cards for teens interest free credit cards citi bank credit cards
rebate credit cards citibank credit cards apply for credit cards
gasoline credit cards
airline credit cards
Advertisement positioned at the First key slot
Landing Pages: Deliver on Message Promise
• Lead users to the advertised product, service or solution
– Create a smooth transition from your ad to your site:
– Make it easy for the user to act on the advertisement
Landing Page
{Keyword: Credit Cards}
Great low rate credit cards.
60 second response. Apply online
http://www.standardchartered.com.sg
Interest:
Results: Quadrupled the number of Visits
• CTR = 2.2%
• ProfitBySearch has quadrupled the number of customer visits in just over a month.
• There has been a three fold increase in the number of people subscribing for credit
cards.
Search Engine API’s We Work With
Rajat Kumar
ProfitBySearch
rajat@profitbysearch.com
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