TheSeoPortal.com offer PPC Advertising. We can manage and optimize your PPC Search Engine Marketing campaigns.Quality Traffic and Low Bid Prices Equal A Better ROI! Put the Pieces Together and Maximize Your Online Promotional Investment.

1. Pay-Per-Click Advertising
How to Maximize the Return from Each Click-through
Presented by :
TheSeoPortal
PPC Advertising Team
Visit us : http://www.theseoportal.com

2. Agenda
• Definition
• Why Advertise?
• ROI
• Key Elements
• Resources
• Q&A

3. What is Pay-Per-Click
According to MarketingTerms.com..
“Pay-Per-Click is an online advertising
payment model in which payment is based
solely on qualifying click-throughs.”

4. How Does it Work?
• Bid on relevant keywords
• Advertising engine displays your text ad
on their results page or network of web
sites
• You only pay when people click

5. Why Advertise?
• Get instant visibility
• Cost to enter is small
• Track ROI

6. Who Are the Major Players?
• Google
• Yahoo
• MSN
• Find What
• Ask Jeeves/Teoma

7. Google
• Keyword Targeted CPC (Cost Per Click)
• More Clicks, Better Results
• You set max per keyword and budget
• Track Results – Conversion Tracker
• Ads appear on Google.com
• Google content network via Adsense
program

8. Yahoo Sponsored Search
(Formerly Overture)
• Bid on keywords (auction format)
• Highest bidder gets highest placement on
the page
• Yahoo, MSN, Altavista, CNN, Infospace
• Yahoo Publishers Network Content Match
(Beta)– Like Google Adsense

9. MSN
• Text Ads Limited to MSN, CNBC, Hotmail,
• Program will eventually replace Yahoo
results
• May be an opportunity down the road

10. Getting Started
• Very Easy to Set Up
• Take the time to
– Plan
– Research
– Setup
– Execute
– Track Results

11. 1st Step: Budget and ROI
• Define program objectives
• What’s success?
• How will you measure success?
• Define and set conversion expectations

12. Conversions
• Any interaction that you want to track
• Valuable events like:
– Product Purchase
– Form Completion
– White Paper Download
– Event Registration
– Inquiry

13. 2nd Step: Research
Keywords
• Yahoo Search Marketing
– Keyword Selector Tools
– Keyword Bid Tool
– ROI Calculator
• Google
– Keyword Lookups
– Keyword Analysis
– Traffic Estimator
• Wordtracker.com

14. Bid Example

15. ROI: What’s Each Conversion
Worth?
Source: http://www.bplans.com/common/calculators/ppcroi.cfm

16. How Can You Maximize Your ROI?
• Great Ad Copy
• Keyword Specific Landing Pages
• Improve Conversions
• Continually Track What’s Going On

17. Scenario 2

18. Copywriting
• Focus on Your Ad Copy
– Title
– Body text
– URL
• Google lets you run multiple ads
• Art more than science
• Look at competitors
• Hire copywriter

19. Elements of a Good Ad
• Attention
• Promise of Benefit
• Credibility
• Persuasiveness
• Interest
• Desire
• Action

20. What Will Make You Stand Out?
• Do you have the lowest price?
• Do you have the best variety?
• Do you have high-quality products?
• What makes you credible?
• How do you meet the needs of the
potential buyer?

21. Focus on the Ad Title
• Most people scan the title
• Body copy holds less weight
• Insert relevant keyword in the Title
– Google lets you do it automatically
• If prices are low, put price in
• Free add-ons can make a difference
– Free shipping
– Free 30 day trial

22. More Ad tips
• Quantify your ads
– Most, Lowest
• Avoid Using Hype
– Buyers are savvy
• Create a Sense of Urgency
– "limited-time offer“
– "available for overnight shipping."
• If you have space, add creditability
– 30 day money back guarantee
– 5 star rated vendor

23. Ad Tips
• Look at Competitors
• Create a unique approach that focuses on
the opposite or reverse of what your
competitors are advertising
• Test, retest and track

24. Conversion - Landing Page
• You just spent $$ to bring someone to
your web site, now what?
• Don’t waste it on your home page
• Build specific landing pages that match the
expectation your ad generated
• Call to action – highlight your conversion
- Buy
- Download
- Register

25. Landing Page
• Call to action
• Copy
• Navigation – Limit, can distract
• Merchandising
– Local, Geography, Season
• Micro-site
– Self contained site just for the offer

26. Improved Conversion

27. Do your landing pages convert?
• A/B Test
• Multivariate Testing - Offermatica
• Track visitors from Ad to Landing
• Landing to Next Step and beyond
• Google Conversion Tracking
• Use a Good Metrics Program Like
– Webtrends, Click Tracks, Net Tracker
– Urchin (Recently purchased by Google)

28. Campaign Analysis
• Daily – watch after launch of campaign
• Weekly – Check listing performance
– Traffic
– Sales
– ROI Numbers
• Monthly – Deep Analysis
– Search engine
– Products
– Keywords

29. Resources
• Good Keywords – Adwords.google.com
• PPC Toolkit – TheSeoPortal.com
• Keyword Tracker
• Bid Management Tools
– AtlasOnePoint (formerly GOTOAST)
– BidRank

30. Conclusion
• PPC Advertising is a very effective way
generate traffic and sales
• Takes effort, planning, testing and
constant monitoring

31. Q & A
TheSeoPortal.com Team
contact@theseoportal.com
http://www.theseoportal.com
(646)736-7827