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PayPerClick Advertising

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(by city, region, state, zip code) More Advantages of PPC ... Think of how many qualified leads you're missing if you're not in the Minnesota Grown Directory! ... – PowerPoint PPT presentation

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Title: PayPerClick Advertising


1
Pay-Per-Click Advertising
Paul Hugunin Jessica Rovie
2009 Cold Climate Grape Wine Conference
2
Minnesotas Statewide Buy Local Campaign for Over
20 Years!
  • 950 members
  • 700 Directory listings

3
Convergence of Two Trends
  • Local foods
  • Growth of the internet

4
Local Foods
  • 2007 Oxford Word of the Year??
  • Locavore

5
Growth of the Internet
  • Nearly 6 trillion searches per month
  • (as of January, 2008)


6
What are people using?
  • Google 60 of searches
  • Yahoo 18
  • MSN 12
  • AOL 4
  • Ask 2
  • Source Nielsen Online

7
Pay-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

8
Lets try some searches
9
How 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

10
How 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

11
Why not just put the highest bidder on top?
Googles goal is to maximize revenue. That
requires good content in the PPC sections.
12
Advantages of PPC
  • Low entry cost
  • You set budget
  • Measurable
  • Easily targeted to your area
  • (by city, region, state, zip code)

13
More 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!

14
What do you need to start your own PPC campaign?
  • A web site
  • A credit card
  • 5

15
(No Transcript)
16
MN Grown PPC for wineries
Minnesota Wineries Choose From 17 Wineries
Listed in The Free Minnesota Grown Directory
www.mda.state.mn.us
17
2008 Winery Ad Results
  • 20,462 clicks
  • 38 per click
  • 2.4 click through rate (CTR)

18
Keyword 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

20
Other 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

21
Choosing Keywords
  • Search engine sites make suggestions
  • Thesaurus
  • Ask Your customers!
  • Helpful sites
  • Adwords.google.com
  • Searchmarketing.yahoo.com

22
Setting 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

23
Summary
  • 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!

24
Helpful Sites
  • Adwords.google.com
  • Searchmarketing.yahoo.com

25
Questions?
www.minnesotagrown.com 651-201-6510
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