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 0.1 0.08 0.06 0.04 0.02 0 1 2 3 4 5 6 7 8 9 10 POSITION
COST
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 0.1000 0.0800 0.0600 0.0400 0.0200 0.0000 1 2 3 4 5 6 POSITION 7 8 9 10 11
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.
COST
* 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. • 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.
• 54% on average wished to generate leads to be closed via another channel.
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.
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A Sample Case Study
Goals:
•
Driving Traffic to their Credit Card Landing Page
Ad Creative that Works
Messaging
• • •
Keywords placed in heading of message Clear benefit statement to user Strong call to action
{Keyword: Credit Cards}
Great low rate credit cards. 60 second response. Apply online 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 best credit cards after bankruptcy low intrest credit cards pay off credit cards american express credit cards capital one secured credit cards no credit check credit cards reward credit cards card applications credit cards best low interest credit cards pre approved credit cards fixed low interest credit cards bank of america credit cards credit cards instant approval credit cards for college students fleet credit cards fixed rate credit cards prepaid visa credit cards citi bank credit cards
credit card promotions in singapore dinners club credit card singapore card citibank credit singapore accept credit cards secured credit cards prepaid credit cards student credit cards best credit cards credit cards for bad credit business credit cards instant approval credit cards accept credit cards online cash back credit cards compare credit cards visa credit cards credit cards guaranteed instant online approval credit cards easy to get credit cards rebate credit cards
accept credit cards secured credit cards prepaid credit cards student credit cards best credit cards credit cards for bad credit business credit cards instant approval credit cards accept credit cards online cash back credit cards compare credit cards visa credit cards credit cards guaranteed credit cards for people with bad credit gas credit cards accepting credit cards unsecured credit cards credit cards for teens citibank credit cards
capital one credit cards credit cards merchant account
credit cards Singapore
online credit cards credit cards after bankruptcy low interest rate credit cards free credit cards balance transfer credit cards pre-paid credit cards low apr credit cards corporate credit cards consolidate credit cards 0 interest credit cards small business credit cards debt negotiation on credit cards instant credit cards low rate credit cards interest free 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