Pay Per Click AdvertisingIncreasing your ROI with qualified leads

Presenter: Sam Shetty Date: Oct 2011

Agenda

■ Why should I consider Search Engine Advertising (SEA)?

■ What is Search Engine Advertising?

■ The SEA Process

■ Conclusion

“Website traffic is meaningless unless it converts into leads”

Website Traffic

■ 36% visit 3-5 sites for research

■ Only 12 % visit 6 or more sites!

* Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Feb ‘09

How many sites will they visit?

52%of consumers visit only 1 or 2 sites when researching a

product*

Research process

Why should you consider?

SEO limitations

■ Takes longer to get near the top

■ Google is always one step ahead

■ Flash websites are much harder to optimise

■ High competition for the best keywords

■ Difficult to rank high for generic keywords

Is there something else I can use to get around these problems?

…a form of Internet marketing that seeks to

promote websites by increasing their visibility

in search engine result pages (SERPs)

through the use of paid placement, contextual

advertising, and paid inclusion.

Wikipedia

What is search engine advertising/ PPC

Common SEA problems

■ “My daily budget gets blown quickly!”

■ “The ads don’t appear like they’re supposed to”

■ “My company can afford more”

■ “It’s too expensive”

■ “‘Tyre-kickers’ waste my money”

■ “My ads have a high bounce rate”

Is PPC right for me ?

■ Does your business have a unique selling point ?

■ Do you stock products ?

■ Do you need to feed your sales team with leads ?

■ Low cost of lead acquisition

■ Do you need to measure ROI ?

■ Ability to focus on specific locations , time zone

■ Ability to change your marketing message daily

■ Better conversions

Flexibility

Where should I advertise ?

Google adwords

Why AdWords ….

How to get started ??

■ Set your goals ( Sell online or generate leads )

■ Keyword research

■ Set your daily budget for adspend

■ Decide on your USP ( Why should someone consider me?)

■ Decide on your campaigns ( Create multiple campaigns)

■ Setup Google analytics & conversion tracking

■ Setup Google website optimizer

■ Landing page

Keyword Research ■ (https://adwords.google.com/select/KeywordToolExternal)

Daily Budget

■ Decide on days of the week you want to advertise

■ Number of clicks required for conversion

Daily Budget = avg cpc X No of clicks = $ Daily spend

e.g if the average cpc is $ 1.00 and if you need 15 clicks to get one conversion = Daily budget $ 15

Google website optimizer

www.google.com/websiteoptimizer

Key features

■ A/B Split & Multivariable Testing

■ Increase sales and conversion rates.

■ Decrease Cost Per Acquisition (CPA)

■ Increase time spent on your site.

■ Eliminate guesswork from site design.

■ Articles and tips on website optimization

■ Advanced testing strategies

Setting up a PPC campaign

■ Easy to setup

■ Decide on a daily budget

■ Set your maximum cost per click (CPC)

■ Create a keyword list

■ Write an ad which attracts customers

■ Decide on a ‘call to action’

■ Track, monitor, modify and improve

■ Landing pages

How to make it work ?

■ Quality Score ( 0 – 10 )

# Max CPC ( maximum cost per click)

# CTR ( Click through rate )

# Quality of Ads

# Load time ( Time it takes for Google to load your website)

■ Better Landing pages

■ Good call to action

Case Study 1300cruise

■ www.1300cruise.com.au

■ CPC for keywords like Kimberley cruises is $ 7.00 per click

■ With a daily budget of $ 70 a day, the expected number of clicks will be around 10 to 14 clicks a day

■ When someone clicks on their Ad , they are sent to the home page and website visitors are expected to use the cruise finder option on the website.

■ The client was hardly getting any online leads or Inquries

15 visitors a day ---- 0 inquries

■ Monthly budget of $ 2400 with hardly any results

Conclusion

■ Do I know enough ?

■ Q&A

■ For a free consultancy, Call 1300 638 734

■ Email sam.shetty@netregistry.com.au for a copy of the webinar presentation.

■ Thank you