intro to ppc presentation

Pay-Per-Click & Google Premier SMB Partner

• If it’s important for your CLIENT, it’s important to YOU!• If we don’t offer it to them, someone else will• SEM has been a catalyst for additional opportunities• Helps with other marketing/advertising initiatives

• What else?

• Quick way to generate leads for highly competitive keywords.

• Immediate

• Cost effective

• Market research

• Indirect link to SEO

• Drive more traffic to website

• Increase sales

94%Of online experiences begin with search

engines. –imFORZA.com

75%Of users never scroll past the first page of search results. -Hubspot

• Customers looking for products/services are at different stages in the sales cycle

• SEM campaigns need to focus on all aspects of the cycle

• Focus on intent• Awareness• Research • Purchase

97%Of consumers research products online before buying. –BIA/Kelsey Group, User View Wave VII

• CNA - Identify needs and focus

• Identify keywords that best describe products/services

• Audience

• Location• Where to target? (city, state, country)

• Outcome

• Offers/Unique Selling Proposition/Emotional Connection

• Relevant keywords to an Advertisers business.

• Bidding on keywords through CPC

• Short-tail vs. Long-tail keywords

• Keyword Match• Broad match – variations & synonyms• +broad match modifier – not synonyms but in different order• “phrase match” – includes terms in phrase in order• [exact match] – exactly as is with no additions• -negative keyword – without terms

• Keyword ------ Ad ----- Landing Page• Headline (25 characters)• Description Line 1 (35 characters)• Description Line 2 (35 characters)• Display URL (35 characters)• Destination URL (1,024 characters)

• Google cares about user experience• Landing page (Analytics) - Content• Tags• Please don’t click on your own Ad!

• Click-thru rate• Response to your ads• Impressions vs. Clicks

• Macro-Conversions• Affect bottom line• ROI• Request a quote

• Micro-Conversions• An event or action• Like on FB, Share• Download Whitepaper, Sign-up

• Ad Testing

• Using Keywords in ads (dynamic keyword insertion)• {keyword} – all lower case• {Keyword} – first letter of first word capitalized• {KeyWord} – first letter of all words capitalized• {Keyword: Default text}

• Intent• Answer a question• Seek Local• Emotional connection

• Ad Extension

• Call Extension• Especially with mobile

• Bid Multipliers (adjustments)• Day Parting (days, time)• Device• Location

• Mobile

• Anyone in the Yellow Pages

• High Margins

• Repetitive Business

• Competition

• Those offering products/services

• Only a select group of highly qualified companies

• Direct access to Google and Support

• Continuous Training

• AdWords Certified Account Managers

• Compliance with Google Guidelines

• Updates on Algorithms and Training

• Experience with small to large campaigns

• Results of higher CTR and better positioning

• Experience. We don’t just sell it, we have people that are knowledgeable about it in-house & corporate (certification)• Dedicated and available team. (We ROCK Socks!)

• Transparency (we will even link to their analytics so they can see how people navigate through their website)

• We do not hijack their campaign, or use it for self-serving purposes.

• http://www.google.com/trends/topcharts

• Next Digital Brown Bags• Monday, August 17th

• 12 noon