19th April 2006

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Pay-per-Click Advertising (PPC)

• 19th April 2006

2
Presenting today
Matt Charman E-business Architect
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Internet Search

• 50 of searches are business searches
• (source Overture, 2002)
• 50 searches display and advertisement
• (source Comscore)

• 550 million searches submitted daily worldwide
• (source US Bancorp Piper Jaffray, 2003)
• 80 of internet sessions begin at a search engine
  
• (source Jupiter Media, 2003)

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Introduction

• After this webinar you will

• Have a full understanding of PPC advertising
• Understand how PPC can benefit you
• Be ready to start PPC advertising

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PPC Advertising

• Setting the scene

• Looking to increase demand for products/services
• Existing marketing activity is proving costly
• Eager to try new marketing methods
• Explore internet opportunities

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E-marketing Overview

• E-marketing Growth in 2005

• 62 growth in e-marketing spending
• record spend (865m)
• market share 5.8

Source IAB, 05
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E-marketing Overview

• PPC advertising in context

• Search Engine Optimisation
• Pay-Per-Click (PPC)

Interactive Ads
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E-marketing Overview

• PPC Growth in 2005

• largest single format
• market share 40
• 197m spend

Source IAB, 05
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PPC Advertising Defined

• What is PPC advertising?

• type of online advertisement, where the
  advertiser (i.e. you) pays the publisher each
  time a visitor clicks on the advertisement
• payment based on click throughs
• displaying precisely targeted ads at someone who
  has shown an interest in a subject, in real time
• search orientated

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PPC Advertising Defined
PPC Examples
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PPC Advertising Defined
Who provides PPC advertising?
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PPC Advertising

• Who are the market leaders?

• major search portals are
• Google
• Yahoo
• MSN (Microsoft)
• other search engines exist, but
• Google powers AOL Search, Netscape
• Yahoo powers Alltheweb, AltaVista, Hotbot, Lycos,
  CNN

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PPC Advertising Drivers

• What do you want to achieve through PPC?

Easier for potential customers to find you More
traffic to your website Increase sales
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PPC Advertising Objectives

• What do you want to achieve through PPC?

Business/ Marketing Objectives

• Questions to consider
• how many sales leads do you want PPC advertising
  to generate?
• where do you want these leads to come from?
• which pages do you want website visitors to land
  on?
• what do you want visitors to do at your site?

Website Objectives
PPC Objectives
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PPC Advertising

• Process of PPC advertising

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Keywords Strategy

• Search behaviour

mortgage (29m)
home mortgage (5m)
searches done
3
97
lowest 2 year fixed mortgage rate
2 year fixed rate mortgage
10
1000
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Keyword Selection

• Which keywords do you want to be found with?

Good keywords are those which

• refine list to include popular search terms
• tools will help you e.g. www.prioritysubmit.com

• brainstorm relevant terms
• dont use industry speak
• get customer focussed
• what makes you unique?
• brands, generic specific terms

• refine list AGAIN to include less competitive
  terms
• consider your budget

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Bidding Strategy

• Budgeting for success

• All PPC providers possess unique bidding nuances
• Bid at the keyword level
• Set your CPC (Cost-per-Click)
• You pay when your ad is clicked
• Set a daily/weekly/monthly budget
• Cost-per-acquisition (CPA) is more important
• Two broad strategies exist
• Premium Strategy
• Bid on most popular search terms ? needs high
  website conversion rate
• Niche Strategy
• Bid on niche search terms ? emphasis on broad
  range of keywords

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Bidding Strategy

• Ad positioning

• Top ads get more traffic
• reduction of 80 from 1 to 8
• Lower ads can deliver more relevant leads
• less impulsive
• research orientated
• Different factors drive position (specific to
  providers)
• not just CPC
• popularity (CTR) and relevance are rewarded
• Under budgeting
• can restrict flow of leads
• Ad will not appear when budget reached

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Ad Copy

• Creating compelling ad copy

Advert consist of 3 main areas

• heading
• body text
• display URL

Search 2 year fixed rate mortgage
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Ad Copy

• Increase your click through rate

• Ad copy should compel searchers to click on your
  advert
• Match ad copy closely to keywords e.g.
• sample keywords fixed rate mortgage
• sample ad copy looking for the best fixed rate
  mortgage
• Create clear and direct ad titles
• Use customers language
• Include incentives
• 50 off
• discount price
• Avoid jargon

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Landing Page

• Where will traffic click through to?

• Landing pages drive conversions
• Focus, focus, focus!
• Strong call to action
• Minimise other distractions
• Specific, measurable conversion
• build email database
• online registrations
• sell products today
• promote an event
• drive downloads

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PPC Advertising

• Lastminute.com example

2.
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Summary

• Intro to PPC advertising

• Find
• customer search
• keyword selection
• Acquire
• ad copy
• language incentives
• Convert
• focussed landing page
• measure results

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5 Steps to PPC success

• Download our guide to setting up Google PPC
  account
• Define your PPC objectives
• Keyword selection
• Create ad
• Review with NB2BC Consultant (PPC Skype Surgery)
• Feedback on-line www.nb2bc.co.uk/webinarfeedback
  
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