Developing a Successful Google Adwords PPC...

Developing a Successful Google

Adwords PPC Campaign

By: Tony Palermo

March 2, 2012

Agenda

• Thinking online

• Online Strategy for your Business

• Reviewing Your Business

• Keyword Development

• Market Research

• Ad Development

• Landing Page Development

• Case Study Results

Thinking Online

Traditional

• Interruption Marketing

• Mass Advertising

• Putting your product in front

of prospective customers

• Building brand, building

product awareness

• Push marketing

• Give people what you want

• “Me Marketing”

Online

• Search marketing

• Consumers

shopping/searching for your

product

• Offering information when

people are researching,

shopping, and buying

• Providing consumers what they

are looking for when they are

looking for it

• Pull marketing

• Give people what they want

• “You Marketing”

ONLINE STRATEGY

Online Strategy

• All businesses should have a Google Places listing

• Google Places provides a local listing at the top of the first page of search

• Opportunity to be found and highlight your business, location and services

offered

• Compliments your main website

• Drives additional traffic to your website

Search term based PPC advertising

Presents your ad to searchers in the specified trading area. Drives instant traffic and is scalable

TRADING AREA DEFINES

ONLINE MARKETING FOCUS

Local Trading Area

Non Local Trading Area – Southern Ontario

Plays a supporting role to Adwords

Generates free search traffic

REVIEWING YOUR

BUSINESS

Reviewing Your Business

• Preparing a Project Brief

• Methodically develop a campaign outline consisting of: • Campaign objective

• Vision of success

• Target audience • Is it families, couples, sports enthusiasts, girls weekends

• Located across Southern Ontario

• Product Value Proposition • What experiences do you sell? – Refer to existing sales and marketing materials

• Competition • List of competitors

• Why do we lose business to them?

• Why do we win business from them?

• Why do existing customers stay with you, or leave for the competition?

• What differentiates your product or service • What is the unique and compelling reason why customers should buy your product?

• What unique features and benefits does your product or service offer?

• What needs or pain points does it address?

• Customer feedback • Review comments of what your customers say to you

• Terms people might use to describe your product experience

KEYWORD

DEVELOPMENT

Selecting Keywords

• Using the Google Keyword Tool

Search Terms • Ontario resort(s)

• Muskoka resort

• Ontario Getaway

• Winter Getaway

• Ontario cottage resort

• Winter Getaway

• Skiing

• Snowshoe

• All inclusive

• Algonquin/Huntsville/Muskoka Lodge

Keyword Tool

• Provides search volume for your keyword terms and a list

of suggestions of like terms

Keyword Themes

• Keywords focussed on 5 main segments:

• Services

• Activities

• Events

• Seasonality

• Location

MARKET RESEARCH Current Market State

Online Search Shopping Process

Competitive Review

What is an online competitive review?

• A competitive review summarizes the current state of

businesses competing for the same search terms as your

campaign targets.

• The review identifies competing businesses, ad copy and

landing page content, offers, and conversion strategies.

• The outcome identifies best practices and category trends

to build your online campaign around.

Competitive Review

How to conduct a competitive review:

• Select your top keywords

• Use Google to search top keywords

• Review

• Ads

• Organic Search Results

• Landing pages

• Offers

• Call to actions

LANDING PAGE

DEVELOPMENT

Landing Page Strategy

One page of engaging content with only one exit point

• Beautiful pictures

• Emotionally engaging

• Copy focuses on “you” not “me”

• Clearly defined value proposition

• Urgency – call to action

• Text based copy

• Keyword content rich for word quality score

• Maximize SEO

• Proper page structure and HTML

• Multiple opportunities to access the call to action

Landing Page Development

• Target audience – is it families, couples, girls weekends

• Key features of your product

• Key reasons people purchase your product or service – What do

customers tell you

• Previous successful marketing strategies – messages, campaigns

• Keyword inclusion

• Testimonials – short excerpts to use on the site,

• Awards affiliations, accreditations

• Unique selling proposition to highlight, attract interest, and

differentiate

• Value proposition

• Call to action

Strategy Overview

• Simplify your business online

• Understand your customer

• Learn from your competition

• Segment and focus your campaign

• Build each component specifically for the segment

Romantic

Keywords Romantic Ad Copy

Landing

Page Content

Muskoka Keywords Muskoka Ad Copy

Pet Friendly

Keywords

Pet Friendly

Ad Copy

• Create urgency and value with valuable offers and strong

calls to action

Constantly Test Learn and Apply

Summary for Success

• Keywords find audiences of prospective customers

• Ads use messages to turn impressions into clicks – visits

to your page

• Great landing pages convert views into

inquiries/prospects

• Fast efficient follow up turns prospects into sales

Questions?

Tony Palermo

tpalermo@whitecloudmarketing.com

905-399-3407