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SAMPLE PAID MARKETING SEARCH BUSINESS CASE

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					A Business Case for Paid Search Marketing- SAMPLE




                          A Business Case for…


                       Paid
                      Search
                     Marketing
                                     E-consultancy
                                           March 2007


                              SAMPLE VERSION ONLY

                            Download the full version of this Business Case:
                              http://www.e-consultancy.com/in/ppc-bc

                         Full download for Subscribers only. Subscribe here:
                            http://www.e-consultancy.com/in/subscribe




© Copyright E-consultancy 2007 – not for distribution to non-subscribers without written permission   1

SAMPLE VERSION - Download the full version of this Business Case:
http://www.e-consultancy.com/in/ppc-bc
A Business Case for Paid Search Marketing- SAMPLE



Contents
1. About This Guide ....................................................................................................3
   Purpose .......................................................................................................................3
   About E-consultancy .............................................................................................3
2. Scope............................................................................................................................4
   What to expect from this guide: ......................................................................4
   Further Reading......................................................................................................4
3. What is Paid Search Marketing? ....................................................................5
   12 Paid Search facts ........................................... Error! Bookmark not defined.
4. Paid Search Marketing vs SEO.................... Error! Bookmark not defined.
   What’s the difference? ..................................... Error! Bookmark not defined.
   The numbers ......................................................... Error! Bookmark not defined.
5. Why is Paid Search Important? .................. Error! Bookmark not defined.
   Reasons why you need a paid search strategy: ... Error! Bookmark not
   defined.
6. Market Data ......................................................... Error! Bookmark not defined.
   Search Market Value ........................................ Error! Bookmark not defined.
   Who’s The Daddy? ............................................. Error! Bookmark not defined.
   Outsourcing Trends .......................................... Error! Bookmark not defined.
   E-tailers Love Search Engines...................... Error! Bookmark not defined.
   Travel and Financial Companies Love Search Too .. Error! Bookmark
   not defined.
   The Importance Of High Positions ............ Error! Bookmark not defined.
7. Paid Search Marketing Trends ................... Error! Bookmark not defined.
   The key reasons for growth: ......................... Error! Bookmark not defined.
8. Summary of Business Benefits ................... Error! Bookmark not defined.
9. Costs & Resourcing ........................................... Error! Bookmark not defined.
   Why Outsource? .................................................. Error! Bookmark not defined.
   Charging models ................................................. Error! Bookmark not defined.
   Typical Costs ......................................................... Error! Bookmark not defined.
10. Case Study - Finance ...................................... Error! Bookmark not defined.
11. Case Study - Retail ........................................... Error! Bookmark not defined.
12. Case Study - Travel.......................................... Error! Bookmark not defined.

* Not available in SAMPLE version.

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http://www.e-consultancy.com/in/ppc-bc

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© Copyright E-consultancy 2007 – not for distribution to non-subscribers without written permission                                     2

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A Business Case for Paid Search Marketing- SAMPLE



1. About This Guide
Purpose

This guide will help you evangelise about the business benefits of paid search
marketing. Use it to figure out how to persuade your boss that an investment
in e-mail marketing is a smart move.

We don’t expect you to know everything about Paid Search marketing (aka
‘PPC’). Anything you do know is a bonus. But what’s important here is that
you know that paid search matters. And now you need to educate the boss.

The guide provides you with a framework for an internal presentation /
argument for a paid search marketing budget. It contains lots of key facts and
figures that will help you make a solid case for search.

Good luck!


About E-consultancy

E-consultancy is an award-winning UK-based publisher of best practice
internet marketing reports, research and how-to guides, to help educate
business people and marketers about the internet and e-commerce.

Subscribers pay from as a little as £149 per year to access exclusive and highly
practical content. E-consultancy also provides a range of public and in-house
training programmes, such as seminars and workshops. It trained more than
3,000 internet professionals in 2006.

More than 100 exclusive E-consultancy events are lined up for 2007, including
roundtables and monthly Supplier Showcases.


Want to find out more about E-consultancy?
www.e-consultancy.com/about


Contact Us
Talk: 0207 6814052
Write: info@e-consultancy.com




© Copyright E-consultancy 2007 – not for distribution to non-subscribers without written permission   3

SAMPLE VERSION - Download the full version of this Business Case:
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A Business Case for Paid Search Marketing- SAMPLE



2. Scope
We have purposefully limited the scope of this report in order to focus on
Winning The Budget. Accordingly, it will not explain the ins and outs of
paid search marketing in minute detail (we have other reports for that).

In simple terms, this guide will focus on the practice of ‘paid search’, which
pretty much means buying text ads on the likes of Google and Yahoo by
bidding on search queries.

What to expect from this guide:

        We’ll start off by providing you with a brief overview of paid search
         marketing.

        Then, we’ll get into why paid search marketing is so important for
         businesses of all shapes and sizes, backing up our view with market
         data and other research.

        After that we will take a look at some recent trends in paid search.

        Once we’ve set the scene we’ll provide you with a list of business
         benefits. Then we’ll let you know what to expect in terms of costs and
         resourcing.

        And finally, we’ll look at a few case studies, by sector.


Further Reading
Paid search marketing remains a complex game for the most experienced
professionals, but E-consultancy has other guides that can help you get to
grips with the detail:

If you need to (comprehensively) know how to do it:
Paid Search Marketing Best Practice Guide

If you want somebody else to do it:
Search Engine Marketing Buyer’s Guide

If you’re interested in how other people are doing it:
Paid Search Marketing Roundtable Briefing




© Copyright E-consultancy 2007 – not for distribution to non-subscribers without written permission   4

SAMPLE VERSION - Download the full version of this Business Case:
http://www.e-consultancy.com/in/ppc-bc
A Business Case for Paid Search Marketing- SAMPLE



3. What is Paid Search Marketing?
SAMPLE VERSION ONLY
Download the full version of this Business Case:
http://www.e-consultancy.com/in/ppc-bc

Full download for Subscribers only. Subscribe here:
http://www.e-consultancy.com/in/subscribe




© Copyright E-consultancy 2007 – not for distribution to non-subscribers without written permission   5

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