Introduction to Pay-Per-Click advertising with Giuseppe Frustaci.

1. Pay-Per-Click 101
What can it do for me?
Should I bother?

2. Who Is This Guy?
• Giuseppe “G” Frustaci
– Server, not Guru
• Startup After College
– Marketing at scale = $$$
• iProspect and Catalyst
– Staples, P&G, Novartis
• $4M - $10M Budgets. Obscene Revenue
• Focus on Testing & Data Analytics

3. Agenda
• Basic Vocab: This will be on the final
• Strategy : How can PPC help my business?
• Should I Bother?
– Search Advertising
– Display Advertising
• Free Money
• Homework

4. Vocab: Banner Advertising

5. Vocab: Search Advertising
• SEM: Search Engine Marketing
• Search Networks: Google, Yahoo, MSN
• PPC: Pay-Per-Click
• How does it work?
– User searches for: Mercedes 300 SL Roadster

6. Vocab: Search Advertising

7. Conversion Funnel

8. Strategy : Awareness
• Display Network
– Potential Customers Don’t Know about You
– Targeting : Content Networks
• Websites that publish content or Web-based Tools

9. See Content, See Content Run

10. Conversion Funnel

11. Strategy : (Re)Consideration
• Remarketing
– Reengage your Website Visitors
• 6 to 12 Impressions to be remembered
– AKA: Stalking
– DO THIS – If you want people to remember you and visit
STOP WHAT YOU’RE DOING
again
• Good Examples: WarbyParker.com, Fab.com, Gilt.com
Set this up IMMEDIATELY!
• Graphics-based Ads (don’t bother with text)
• Vertical Ads get more eyeball time
• But do all of the sizes anyway

12. Strategy : (Re)Consideration

13. Strategy : (Re)Consideration

14. Strategy: Consideration(s)
• Message Testing
– New Product
– New Features
– Benefits
– Specials, Deals, Discounts
• Basic Question
– Is my Ad Messaging resonating?
– Are they engaging/converting on my site?

15. Conversion Funnel

16. Conversion Intent
• Search Engines
• Keywords Related to your business
– Problem or Pleasure
– Product/Service Category
– Product/Service Name
– Competitors
• Trademark Issues: Keyword is OK, Ad Copy is Not
• Buy, Upgrade, Hate, Technical Support, Problems
– Brand & Misspellings

17. Should I bother with Search?
• Keyword Research Tool
– See potential performance
– Related Keywords
• Should I Bother?
– Are people searching for my products?
– Is this demand significant?
• If Yes, Basic Campaign
– Purpose: Learning Your Customer’s Language

18. Should I bother with Search?
• Learning About Your Customers with Search
– Keyword: Tennis Shoes
– Start on “Exact” Match
• Shows up for: Tennis Shoes
• Doesn’t for: Anything else, no matter how similar
– Move to “Phrase” Match
• Shows up for: Red Tennis Shoes, Tennis Shoes Sale
• Doesn’t for: Shoes for Tennis, Tennis Sneakers
– If you have $$$, “Broad Match
• Shows up for: Best Shoes for Tennis, Running Shoes
• Doesn’t show up for: Spaghetti Monster, Pink Tutu
– http://support.google.com/adwords/bin/answer.py?hl=en&ans
wer=2497836
• Search Query Report
– What terms did people search for when the saw your ad?
– http://www.youtube.com/watch?v=QnUs9JFKl_g

19. Should I bother with Search?
• Ad Copy
– http://certifiedknowledge.org/blog/an-endless-
supply-of-adwords-ads-for-your-split-test-
experiments/
– http://www.netargument.com/2011/07/19bold-
ideas-for-writing-google-adwords.html
– Starting Out, Anything Goes
• The Goal is understanding customer language

20. Should I Bother with Display?
• Link: How to Build a Display Campaign
• Tips
– Unique Campaigns per effort
• Topics, Interests, Keywords, Remarketing
– Graphics-based Display Ads work best
– Vertical Ads get the most eyeball time
• Building your ads
– Google has a (fairly decent) Free Tool
http://www.google.com/ads/displaynetwork/pla
n-creative-campaigns/display-ad-builder.html

21. Free Money
• Come to my class on June 16th
– $250 in Google, MSN, and Facebook credits
• Set up accounts, then wait
– Analytics
– 1and1.com, Godaddy
– Gmail
– Adwords
– Google it

22. Homework
• Set up a Google Adwords Account
– If you get lost, call Google
• Keyword Research Tool
– Just brainstorm. Export the results file
• Find display ads for your competitors
– Or companies selling to the same customers
– Save the images
• Ctrl Shift PrtSc