Pay-Per-Click Advertising : How to Maximize the Return from Each Click-through

Definition
Why Advertise?
ROI
Key Elements
Resources

What is Pay-Per-Click ?

According to MarketingTerms.com..

“Pay-Per-Click is an online advertising payment model in which payment is based solely on qualifying click-throughs.”

How does it work ?

Bid on relevant keywords
Advertising engine displays your text ad on their results page or network of web sites
You only pay when people click

Why Advertise ?

Get instant visibility
Cost to enter is small
Track ROI

Who are the Major Players ?

Google
Yahoo
MSN
Find What
Ask Jeeves/Teoma

Google

Keyword Targeted CPC (Cost Per Click)
More Clicks, Better Results
You set max per keyword and budget
Track Results – Conversion Tracker
Ads appear on Google.com
Google content network via Adsense program

Yahoo Sponsored Search (Formerly Overture)

Bid on keywords (auction format)
Highest bidder gets highest placement on the page
Yahoo, MSN, Altavista, CNN, Infospace
Yahoo Publishers Network Content Match (Beta)– Like Google Adsense

MSN

Text Ads Limited to MSN, CNBC, Hotmail,
Program will eventually replace Yahoo results
May be an opportunity down the road

Getting Started

Very Easy to Set Up
Take the time to
Plan
Research
Setup
Execute
Track Results

1st Step: Budget and ROI

Define program objectives
What’s success?
How will you measure success?
Define and set conversion expectations

Conversions

Any interaction that you want to track
Valuable events like:
Product Purchase
Form Completion
White Paper Download
Event Registration
Inquiry

2nd Step: Research Keywords

Yahoo Search Marketing
Keyword Selector Tools
Keyword Bid Tool
ROI Calculator
Google
Keyword Lookups
Keyword Analysis
Traffic Estimator
Wordtracker.com

ROI: What’s Each Conversion Worth?

Source: http://www.bplans.com/common/calculators/ppcroi.cfm

How Can You Maximize Your ROI?

Great Ad Copy
Keyword Specific Landing Pages
Improve Conversions
Continually Track What’s Going On

Copywriting

Focus on Your Ad Copy
Title
Body text
URL
Google lets you run multiple ads
Art more than science
Look at competitors
Hire copywriter

Elements of a Good Ad

Attention
Promise of Benefit
Credibility
Persuasiveness
Interest
Desire
Action

What Will Make You Stand Out?

Do you have the lowest price?
Do you have the best variety?
Do you have high-quality products?
What makes you credible?
How do you meet the needs of the potential buyer?

Focus on the Ad Title

Most people scan the title
Body copy holds less weight
Insert relevant keyword in the Title
Google lets you do it automatically
If prices are low, put price in
Free add-ons can make a difference
Free shipping
Free 30 day trial

More Ad tips

Quantify your ads
Most, Lowest
Avoid Using Hype
Buyers are savvy
Create a Sense of Urgency
"limited-time offer“
"available for overnight shipping."
If you have space, add creditability
30 day money back guarantee
5 star rated vendor

Ad Tips

Look at Competitors
Create a unique approach that focuses on the opposite or reverse of what your competitors are advertising
Test, retest and track

Conversion - Landing Page

You just spent $$ to bring someone to your web site, now what?
Don’t waste it on your home page
Build specific landing pages that match the expectation your ad generated
Call to action – highlight your conversion
- Buy
- Download
- Register

Landing Page

Call to action
Copy
Navigation – Limit, can distract
Merchandising
Local, Geography, Season
Micro-site
Self contained site just for the offer

Do your landing pages convert?

A/B Test
Multivariate Testing - Offermatica
Track visitors from Ad to Landing
Landing to Next Step and beyond
Google Conversion Tracking
Use a Good Metrics Program Like
Webtrends, Click Tracks, Net Tracker
Urchin (Recently purchased by Google)

Campaign Analysis

Daily – watch after launch of campaign
Weekly – Check listing performance
Traffic
Sales
ROI Numbers
Monthly – Deep Analysis
Search engine
Products
Keywords

Resources

Good Keywords - Softnik Technologies
PPC Toolkit – Softnik Technologies
Arelis
Keyword Tracker
Bid Management Tools
AtlasOnePoint (formerly GOTOAST)
BidRank

Conclusion

PPC Advertising is a very effective way generate traffic and sales.

Takes effort, planning, testing and constant monitoring.