Powerpoint to accompany teleclass

1. Paid Search Marketing 101

2. Paid Search: The Main Players

3. Paid Search: Google

4. Paid Search: Yahoo

5. Paid Search: MSN

6. Paid Search: Contextual Advertising

8. Paid Search Terminology Impressions The number of times a pay-per-click ad is seen by a user. A user searches for one of your keywords, and Google counts the number of times your ad is shown.

9. Paid Search Terminology Clicks The number of times a user clicks on your pay-per-click ad and is then directed to your site.

10. Paid Search Terminology CTR (Click Through Rate) A percentage: the number of impressions divided by the number of clicks. CPC (Cost per Click) How much you are charged when a user clicks on the ad.

11. Cost per Click 1 2 5 4 3 Max CPC = $3.00 Charge = $2.01 Max CPC = $2.00 Charge = $2.00

12. Paid Search Terminology Conversion When a user searches for a keyword, clicks on the client’s ad, goes to the client’s landing page, likes what he sees, and performs an action that we have defined as a success event. Conversions are tracked by placing code from Google or Yahoo on the “thank you page,” the page that users are directed to after they convert. Thank You Page with Conversion Code

13. Paid Search Terminology Conversion Rate A percentage: the number of clicks divided by the number of conversions. Cost/Conversion The total cost of a campaign divided by the number of conversions. Thank You Page with Conversion Code

17. Landing Pages: A/B Testing

18. Landing Pages: Multivariate Testing This would yield 256 possible combinations. MVT lets you test all of these variables at once, instead of individually, shortening the testing time and providing more accurate user-driven data. Test 4 testimonials Test 4 body copy versions Test 4 headlines Test 4 images

20. Ad Scheduling