pay per click marketing

Building Targeted Traffic:Turning Your Visitors into Customers

1 Click Solutions, LLCDenver, Colorado - USA

About Us

• Provide advanced digital marketing solutions• Business of all sizes and industries• Our goal is to help businesses:

– Elevate their online brand reputation– Generate more leads through the Internet– Tap into new revenue opportunities– Take their profit potentials to higher levels

• World’s largest network of Internet Consultants • Service more than 80 countries internationally• Corporate head office in Toronto, Canada

Copyright 2011 Research and Management. All rights reserved.

Global Knowledge, Local Results

Largest Global Internet Consultants Network

Offices in Over 80 Countries

Digital Marketing System

Digital Marketing

System

Paid Search (PPC)

Search Engine

Optimization (SEO)

Email Marketing

Social Media (SMO)

Analytics

Conversion

Research

Targeted Traffic

WebsitesLanding Pages

Micro siteseCommerce

Source: Enquiro & Marketingsherpa

Pay Per Click13.5%

Pay Per Click – 12.2%

1. Paid Search Marketing (PPC)

Heatmap – Eye Tracker

Benefits of Pay-Per-Click (PPC)

• With AdWords PPC advertising you only pay if someone clicks on your ad.

• With normal offlineadvertising you have to pay for people to see your ad whether or not they respond or see it.

Driving Traffic - PPC Process

Driving Traffic - PPC Process

Pay-Per-ClickMethodology

1. Research

2. Keyword Research

3. Build PPC Campaigns

4. Landing Pages

5. Tracking, Measuring & Reporting

6. Campaign Optimization

Google Adwords Campaign

http://www.google.ca/adwords

You createyour ad…

You choose keywords,set your budget and

decide where your ad will be displayed…

People click onyour ads and connectwith your business!


Keyword Research – Search Volume

Keywords Approximate Monthly Average Search Volume

travel nursing 135000

travel nurse 135000

travel nurse jobs 18100

travel nursing jobs 18100

travel nursing employment 12100

travel nurse employment 12100

travel nursing job 9900

travel nurse job 9900

travel nurse agency 6600

travel nursing agencies 4400

https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none

https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none

Keyword Research Tools

• MarketSamurai.com• Labs.Wordtracker.com • FreeKeywords.Wordtracker• SEObook.com • Google Adwords

– Keyword Tool (local search)

http://www.seobook.com/

Creating Your Ads

AdWords Ad WorkSheet

Draft 1 Draft 2 Draft 3

Ad 1

Headline (25 Chars)

Description 1 (35 Chars)


Display URL (35 Chars)

Destination URL

Ad 2

Headline (25 Chars)




Destination URL

Ad 3

Headline (25 Chars)




Destination URL

Ad 4

Headline (25 Chars)

Headline (25 Chars)




Destination URL



Theme your Adgroups

• Poor Adgroup– Visitor has to search again for type of tea– Text on page doesn’t match keywords– Ad text doesn’t match keywords on page– Low quality score

green tea?

green tea specific?

Poor Landing page e.g.

Good Ad Group

• Text on page matches Ad group keywords• Text on page matches Ad text• Information is found quickly• Clear call to action

Good Landing Page

A/B Split Test Ad Groups

• Landing Page with Multi-Variant Testing

Multivariate Landing Page Testing

Testing For Greater Results!Pre-launch Logo Idea

ImagesOffer

Auto RespondersEmail, etc

Tracking Monthly Budget Spend

Tracking PPC Clicks

Google Adwords Campaign -Takeaways

1. Budget – min. $750 - $2,500/mo for local campaign– Min $2,500 - $5,000/mo for regional campaign

2. Research Traffic by Keyword Search 3. Build Dynamic Ads – themed & tight to keywords

– Advanced tactic; A/B split ad test groups

4. Send Ads to a specific Landing Page– Advanced tactic; multivariate page testing

5. Track results with Google analytics– Track conversion

• (landing page actions taken / number of ad clicks CTR)

6. Review your Ads weekly (if not more)

Conversion Architecture

Turning Visitors into Customers

• Establish Conversion Goals• Understand Visitor Behaviours• Create Conversion Paths or Funnels• Present Clear Conversion Messages• Measure Conversion• Essential Web Pages to Maximize Conversion

Fill out contact

form

Download an article or white paper

Drive TrafficMake

the phone

ring

Make a Sale!

What are your conversion goals…

More than just a pretty site.....

• Understanding visitors behavior• Understand what people are looking for• What problems/solutions they seek• Different points in their buying cycle• Different levels of knowledge• Create and segment visitor

profiles / personas

Google Analytics were detected on your website.

Visitor Behavior - Heatmap

30% of users click here

The Conversion Funnel – Click 1


Conversion Funnel – Click 2

What Do You Want The Visitor To Do At This Page?

DEAD END


Funnel Tracking

2 clicks to Purchase from PPC Ad!

Turning Visitors into Customers - Takeaways

1. Understand Visitor Behaviours2. Speak to Customer Personas3. Establish Conversion Goals4. Create Conversion Paths or Funnels5. Provide Clear Conversion Messages6. Measure Conversion Goals7. Use Essential Web Pages to Maximize

Conversion

My Contact Details

[email protected]

http://www.wsi1clicksolutions.com/

http://1clicksolutions.tumblr.com/

www.linkedin.com/in/cjrapp/

https://www.facebook.com/1clickeasy

https://twitter.com/WSI_CJ_Rapp

http://www.youtube.com/user/1ClickSolutionsLLC/videos