SAMPLE PAID MARKETING SEARCH BUSINESS CASE

A Business Case for Paid Search Marketing-SAMPLE © 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 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 A Business Case for Paid Search Marketing-SAMPLE © Copyright E-consultancy 2007 – not for distribution to non-subscribers without written permission 2 SAMPLE VERSION -Download the full version of this Business Case: http://www.e-consultancy.com/in/ppc-bc 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. 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 A Business Case for Paid Search Marketing-SAMPLE © Copyright E-consultancy 2007 – not for distribution to non-subscribers without written permission 3 SAMPLE VERSION -Download the full version of this Business Case: http://www.e-consultancy.com/in/ppc-bc 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 A Business Case for Paid Search Marketing-SAMPLE © 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 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 A Business Case for Paid Search Marketing-SAMPLE © Copyright E-consultancy 2007 – not for distribution to non-subscribers without written permission 5 SAMPLE VERSION -Download the full version of this Business Case: http://www.e-consultancy.com/in/ppc-bc 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