Are you thinking of starting a pay-per-click campaign? Do you feel the need to understand PPC better in order to get the most out of your online marketing? In this two part webinar series, we will answer some common PPC questions, and also highlight common mistakes you can easily avoid.

1. HOW TO PPC
Part 1

2. AGENDA
 WHAT IS PPC?
 PPC vs. SEO?
 WHO SHOULD USE PPC?
 BUDGET CONSIDERATION
 OUTSOURCE OR INTERNAL MARKETING?

3. +
WHAT IS PPC?
“Pay per click (PPC) (also called Cost per click) is an Internet
advertising model used to direct traffic to websites, where
advertisers pay the publisher (typically a website owner) when
the ad is clicked. With search engines, advertisers typically bid
on keyword phrases relevant to their target market.”

4. Success with Adwords ( Video)

6. +
AdWord Structure Example

7. +
How Does Google AdWords
Work ?
 THE SEARCH  ADS ARE SORTED  ADS ARE SORTED
THROUGH EVEN MORE
John searches for The AdWords system From that set of matching
“rentals in Boston finds all ads whose ads, the system ignores
area” keywords match any that aren't eligible,
that phrase “rentals like ads that target a
in Boston area" different country or are
closely enough. disapproved.

8. +
How Does Google AdWords
Work ?
 ADS ARE ORDERED  ADS APPEAR!  PROCESS IS
REPEATED
John sees a rental
The ads are shown,
ordered on the page site he likes and
based on a emails them !
combination of bid
amount and quality
(we call that formula
Ad Rank).

9. ROI SEO 40% PPC 22%
 SEO although a long process, the return on investment continue to climb
 PPC has instant results. It takes much longer to rank higher in Organic
results

10. +
SO WHY PPC?
 PPC & SEO working together produce more results

11. +
WHO SHOULD USE PPC ?
 High Customer Lifetime Value
 High Margins
 Seasonal or event based value
 New Website Launch
 New Local Office Launch

12. +
Budget considerations

13. +
Lets Crunch Some Numbers!
$500/month (budget) /$1.50 (CPC) x 1.5%
(conversion rate) x $1000 (average sale amount) =
$3,750 (net revenue)
Budget/ CPC x Conversion Rate x Avg. Sale Amount
= NET REVENUE

15. +
OUTSOURCE OR INTERNAL MARKETING?
Definitely Outsource
Low Traffic /Low Conversion
Don't have internal capability
Hire for setup or Do it yourself
 You are planning on monitoring the PPC account yourself
 You have a marketing department that can pay close
attention to the PPC account
 Seasonal campaigns

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617.266.9166