developing a successful google adwords ppc...
TRANSCRIPT
Developing a Successful Google
Adwords PPC Campaign
By: Tony Palermo
March 2, 2012
Agenda
• Thinking online
• Online Strategy for your Business
• Reviewing Your Business
• Keyword Development
• Market Research
• Ad Development
• Landing Page Development
• Case Study Results
Thinking Online
Traditional
• Interruption Marketing
• Mass Advertising
• Putting your product in front
of prospective customers
• Building brand, building
product awareness
• Push marketing
• Give people what you want
• “Me Marketing”
Online
• Search marketing
• Consumers
shopping/searching for your
product
• Offering information when
people are researching,
shopping, and buying
• Providing consumers what they
are looking for when they are
looking for it
• Pull marketing
• Give people what they want
• “You Marketing”
ONLINE STRATEGY
Online Strategy
• All businesses should have a Google Places listing
• Google Places provides a local listing at the top of the first page of search
• Opportunity to be found and highlight your business, location and services
offered
• Compliments your main website
• Drives additional traffic to your website
Search term based PPC advertising
Presents your ad to searchers in the specified trading area. Drives instant traffic and is scalable
TRADING AREA DEFINES
ONLINE MARKETING FOCUS
Local Trading Area
Non Local Trading Area – Southern Ontario
Plays a supporting role to Adwords
Generates free search traffic
REVIEWING YOUR
BUSINESS
Reviewing Your Business
• Preparing a Project Brief
• Methodically develop a campaign outline consisting of: • Campaign objective
• Vision of success
• Target audience • Is it families, couples, sports enthusiasts, girls weekends
• Located across Southern Ontario
• Product Value Proposition • What experiences do you sell? – Refer to existing sales and marketing materials
• Competition • List of competitors
• Why do we lose business to them?
• Why do we win business from them?
• Why do existing customers stay with you, or leave for the competition?
• What differentiates your product or service • What is the unique and compelling reason why customers should buy your product?
• What unique features and benefits does your product or service offer?
• What needs or pain points does it address?
• Customer feedback • Review comments of what your customers say to you
• Terms people might use to describe your product experience
KEYWORD
DEVELOPMENT
Selecting Keywords
• Using the Google Keyword Tool
Search Terms • Ontario resort(s)
• Muskoka resort
• Ontario Getaway
• Winter Getaway
• Ontario cottage resort
• Winter Getaway
• Skiing
• Snowshoe
• All inclusive
• Algonquin/Huntsville/Muskoka Lodge
Keyword Tool
• Provides search volume for your keyword terms and a list
of suggestions of like terms
Keyword Themes
• Keywords focussed on 5 main segments:
• Services
• Activities
• Events
• Seasonality
• Location
MARKET RESEARCH Current Market State
Online Search Shopping Process
Competitive Review
What is an online competitive review?
• A competitive review summarizes the current state of
businesses competing for the same search terms as your
campaign targets.
• The review identifies competing businesses, ad copy and
landing page content, offers, and conversion strategies.
• The outcome identifies best practices and category trends
to build your online campaign around.
Competitive Review
How to conduct a competitive review:
• Select your top keywords
• Use Google to search top keywords
• Review
• Ads
• Organic Search Results
• Landing pages
• Offers
• Call to actions
LANDING PAGE
DEVELOPMENT
Landing Page Strategy
One page of engaging content with only one exit point
• Beautiful pictures
• Emotionally engaging
• Copy focuses on “you” not “me”
• Clearly defined value proposition
• Urgency – call to action
• Text based copy
• Keyword content rich for word quality score
• Maximize SEO
• Proper page structure and HTML
• Multiple opportunities to access the call to action
Landing Page Development
• Target audience – is it families, couples, girls weekends
• Key features of your product
• Key reasons people purchase your product or service – What do
customers tell you
• Previous successful marketing strategies – messages, campaigns
• Keyword inclusion
• Testimonials – short excerpts to use on the site,
• Awards affiliations, accreditations
• Unique selling proposition to highlight, attract interest, and
differentiate
• Value proposition
• Call to action
Strategy Overview
• Simplify your business online
• Understand your customer
• Learn from your competition
• Segment and focus your campaign
• Build each component specifically for the segment
Romantic
Keywords Romantic Ad Copy
Landing
Page Content
Muskoka Keywords Muskoka Ad Copy
Pet Friendly
Keywords
Pet Friendly
Ad Copy
• Create urgency and value with valuable offers and strong
calls to action
Constantly Test Learn and Apply
Summary for Success
• Keywords find audiences of prospective customers
• Ads use messages to turn impressions into clicks – visits
to your page
• Great landing pages convert views into
inquiries/prospects
• Fast efficient follow up turns prospects into sales
