Title: PayPerClick Advertising
1Pay-Per-Click Advertising
Paul Hugunin Jessica Rovie
2009 Cold Climate Grape Wine Conference
2Minnesotas Statewide Buy Local Campaign for Over
20 Years!
- 950 members
- 700 Directory listings
3Convergence of Two Trends
- Local foods
- Growth of the internet
4Local Foods
- 2007 Oxford Word of the Year??
- Locavore
5Growth of the Internet
- Nearly 6 trillion searches per month
- (as of January, 2008)
6What are people using?
- Google 60 of searches
- Yahoo 18
- MSN 12
- AOL 4
- Ask 2
- Source Nielsen Online
7Pay-Per-Click Advertising aka sponsored search
advertising
- Putting your ad in the sponsored links section
of the results page offering to pay IF someone
clicks on your ad
8Lets try some searches
9How is the order of Not Paid Links determined?
- Google, Yahoo and others visit sites to determine
content and how well it matches key words and
phrases - Their formula changes!
- Its very difficult to rank highly on the free
list
10How is the order of Paid Links determined?
- What youre willing to pay per click
- What your competitors are paying
- Quality score
- click through rate
- relevance of ad text
- relevance of web site
11Why not just put the highest bidder on top?
Googles goal is to maximize revenue. That
requires good content in the PPC sections.
12Advantages of PPC
- Low entry cost
- You set budget
- Measurable
- Easily targeted to your area
- (by city, region, state, zip code)
13More Advantages of PPC
- Choose keywords and amount to bid on each keyword
- Start or stop your campaign easily and quickly
- You can be high on the list in 20 minutes!
14What do you need to start your own PPC campaign?
- A web site
- A credit card
- 5
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16MN Grown PPC for wineries
Minnesota Wineries Choose From 17 Wineries
Listed in The Free Minnesota Grown Directory
www.mda.state.mn.us
172008 Winery Ad Results
- 20,462 clicks
- 38 per click
- 2.4 click through rate (CTR)
18Keyword Example
- Minnesota winery
- 14,029 impressions
- 1,597 clicks
- CTR of 11.4
- Cost per click 36
19 Cost per Click Varies by Keyword
- wine tasting
- 63 per click
- Minnesota wine
- 35 per click
20Other ad results
- Apples 32,532 clicks 16
- Berries 19,151 clicks 23
- Farmers markets 14,476 clicks 23
- CSAs 8,116 clicks 25
- Buffalo 2,866 clicks 61
21Choosing Keywords
- Search engine sites make suggestions
- Thesaurus
- Ask Your customers!
- Helpful sites
- Adwords.google.com
- Searchmarketing.yahoo.com
22Setting Keyword Bids
- You can set a different bid for each keyword or
phrase you choose - What would it be worth to you to get someone to
your web site if they were searching for keyword
xyz - wine vs local winery
23Summary
- Your customers are online!
- Pay Per Click advertising can deliver them to
your website - Its measurable, easy to target, easy to start
and stop - Think of how many qualified leads youre missing
if youre not in the Minnesota Grown Directory!
24Helpful Sites
- Adwords.google.com
- Searchmarketing.yahoo.com
25Questions?
www.minnesotagrown.com 651-201-6510