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Search Marketing or PPC is still the fastest way to drive traffic to your website.
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Building Targeted Traffic:Turning Your Visitors into Customers
1 Click Solutions, LLCDenver, Colorado - USA
About Us
• Provide advanced digital marketing solutions• Business of all sizes and industries• Our goal is to help businesses:
– Elevate their online brand reputation– Generate more leads through the Internet– Tap into new revenue opportunities– Take their profit potentials to higher levels
• World’s largest network of Internet Consultants • Service more than 80 countries internationally• Corporate head office in Toronto, Canada
Copyright 2011 Research and Management. All rights reserved.
Global Knowledge, Local Results
Largest Global Internet Consultants Network
Offices in Over 80 Countries
Digital Marketing System
Digital Marketing
System
Paid Search (PPC)
Search Engine
Optimization (SEO)
Email Marketing
Social Media (SMO)
Analytics
Conversion
Research
Targeted Traffic
WebsitesLanding Pages
Micro siteseCommerce
Source: Enquiro & Marketingsherpa
Pay Per Click13.5%
Pay Per Click – 12.2%
1. Paid Search Marketing (PPC)
Heatmap – Eye Tracker
Benefits of Pay-Per-Click (PPC)
• With AdWords PPC advertising you only pay if someone clicks on your ad.
• With normal offlineadvertising you have to pay for people to see your ad whether or not they respond or see it.
Driving Traffic - PPC Process
Driving Traffic - PPC Process
Pay-Per-ClickMethodology
1. Research
2. Keyword Research
3. Build PPC Campaigns
4. Landing Pages
5. Tracking, Measuring & Reporting
6. Campaign Optimization
Google Adwords Campaign
http://www.google.ca/adwords
You createyour ad…
You choose keywords,set your budget and
decide where your ad will be displayed…
People click onyour ads and connectwith your business!
Keyword Research – Search Volume
Keywords Approximate Monthly Average Search Volume
travel nursing 135000
travel nurse 135000
travel nurse jobs 18100
travel nursing jobs 18100
travel nursing employment 12100
travel nurse employment 12100
travel nursing job 9900
travel nurse job 9900
travel nurse agency 6600
travel nursing agencies 4400
https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none
Keyword Research Tools
• MarketSamurai.com• Labs.Wordtracker.com • FreeKeywords.Wordtracker• SEObook.com • Google Adwords
– Keyword Tool (local search)
Creating Your Ads
AdWords Ad WorkSheet
Draft 1 Draft 2 Draft 3
Ad 1
Headline (25 Chars)
Description 1 (35 Chars)
Description 2 (35 Chars)
Display URL (35 Chars)
Destination URL
Ad 2
Headline (25 Chars)
Description 1 (35 Chars)
Description 2 (35 Chars)
Display URL (35 Chars)
Destination URL
Ad 3
Headline (25 Chars)
Description 1 (35 Chars)
Description 2 (35 Chars)
Display URL (35 Chars)
Destination URL
Ad 4
Headline (25 Chars)
Headline (25 Chars)
Description 1 (35 Chars)
Description 2 (35 Chars)
Display URL (35 Chars)
Destination URL
http://www.google.ca/adwords
Theme your Adgroups
• Poor Adgroup– Visitor has to search again for type of tea– Text on page doesn’t match keywords– Ad text doesn’t match keywords on page– Low quality score
green tea?
green tea specific?
Poor Landing page e.g.
Good Ad Group
• Text on page matches Ad group keywords• Text on page matches Ad text• Information is found quickly• Clear call to action
Good Landing Page
A/B Split Test Ad Groups
• Landing Page with Multi-Variant Testing
Multivariate Landing Page Testing
Testing For Greater Results!Pre-launch Logo Idea
ImagesOffer
Auto RespondersEmail, etc
Tracking Monthly Budget Spend
Tracking PPC Clicks
Google Adwords Campaign -Takeaways
1. Budget – min. $750 - $2,500/mo for local campaign– Min $2,500 - $5,000/mo for regional campaign
2. Research Traffic by Keyword Search 3. Build Dynamic Ads – themed & tight to keywords
– Advanced tactic; A/B split ad test groups
4. Send Ads to a specific Landing Page– Advanced tactic; multivariate page testing
5. Track results with Google analytics– Track conversion
• (landing page actions taken / number of ad clicks CTR)
6. Review your Ads weekly (if not more)
Conversion Architecture
Turning Visitors into Customers
• Establish Conversion Goals• Understand Visitor Behaviours• Create Conversion Paths or Funnels• Present Clear Conversion Messages• Measure Conversion• Essential Web Pages to Maximize Conversion
Fill out contact
form
Download an article or white paper
Drive TrafficMake
the phone
ring
Make a Sale!
What are your conversion goals…
More than just a pretty site.....
• Understanding visitors behavior• Understand what people are looking for• What problems/solutions they seek• Different points in their buying cycle• Different levels of knowledge• Create and segment visitor
profiles / personas
Google Analytics were detected on your website.
Visitor Behavior - Heatmap
30% of users click here
The Conversion Funnel – Click 1
15% of users click here
Conversion Funnel – Click 2
11% of users click here
Conversion Funnel – Click 3
What Do You Want The Visitor To Do At This Page?
DEAD END
Conversion Funnel – Click 4
Funnel Tracking
2 clicks to Purchase from PPC Ad!
Turning Visitors into Customers - Takeaways
1. Understand Visitor Behaviours2. Speak to Customer Personas3. Establish Conversion Goals4. Create Conversion Paths or Funnels5. Provide Clear Conversion Messages6. Measure Conversion Goals7. Use Essential Web Pages to Maximize
Conversion
My Contact Details
cjrapp@wsi1clicksolutions.com
http://www.wsi1clicksolutions.com/
http://1clicksolutions.tumblr.com/
www.linkedin.com/in/cjrapp/
https://www.facebook.com/1clickeasy
https://twitter.com/WSI_CJ_Rapp
http://www.youtube.com/user/1ClickSolutionsLLC/videos
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