Presentation by Graham Lipschitz of Clicks2Customers at the E-Tourism Africa Summit 2010

1. unitedstates
unitedkingdom
southafrica
australia
san diego | london | cape town | sydney

2. • Based in Cape Town, South Africa, with offices in USA,UK & Australia.
• Specialist PPC agency with over 50 clients mainly in Retail & Travel.
www.clicks2customers.com

3. How to win
Yes, there is a difference between SEM and SEO

4. SEO {natural Search results}

5. Pay Per Click {sponsored links}

6. • User Base grew by 15% last year, from
4,6-million to 5,3-million, and is expected to
grow at a similar rate in 2010.
• Google has opened a local office and has
launched Google Maps locally.
• # of broadband South Africans has
grown by more than 50% percent in the past
year .
•Google receives 250m queries per month
•10th highest twitter user base.
•15 million mobile internet users by 2013
The State of the Nation

7. How to win
Users search for anything

8. How to win

10. How to win
And everything!

13. Where are we today…
and where are we going?
1995 2010 2050?
$
Digital Media
Non-Digital Media
Today

14. How to win
South African online marketing was born feet first
with its arse facing the sky.

15. Display/Banners
Online was viewed as a push channel so
banners were sold first...
0.068% CTR
1-3% CTR

16. How to win
“Give the users what they want,
and the rest will follow.”
-Sergey Brin & Larry Page

18. How to win
Search is the only channel to truly
understand user intent

19. Display/Banners
Awareness to drive more search acquisition
5+% CTR
Acquisition Channel
10+% CTR
Pay Per Click
Performance Model
(CPA)
Search Engine Marketing is an acquisition channel
which matches user intent to sales…

20. Targeted Ad *(1) leads to Good
User Experience*(2)The moment of relevancy...

21. Good User Experience: Landing
Page Quality
Leads to a conversion.

22. How to win
AdWords rewards relevance

23. How to win
How much you
want to pay
(CPC)
X
How relevant
you are
(Quality Score)

24. QUALITY
score

25. CLICK THROUGH RATE
Quality Score is 66% CTR
VS

26. How to win
CTR is affected by:
• Keywords;
• Adverts and
• Landing Pages

27. Targeted Ad *(1) leads to Good
User Experience*(2)Users click on ads when…

28. Good User Experience: Landing
Page Quality
And they convert on relevant landing pages.

29. Price
Relevancy
Broad Match
Broad match keywords match your ads
to ‘similar’ queries

30. Hotel California
Hotels in California
Cheap Hotels California
Luxury Hotels California
Hotels California Eagles
Hotel California Lyrics

31. How to win
When keywords go horribly wrong...

32. Safari
Sex with Animals
Bestiality
Sex Safari

34. How to win
Negative Keywords give control.

35. POT
(On Broad Match)
Marijuana
(On Negative Match)

36. How to win
Rather use many exact match keywords.

37. 4 star hotel in New York

38. How to win
It is a quest to exactly match the user’s query.

39. Price
Relevancy
Broad Match
EE
E
E
E

40. Good keywords match
what the user is looking for
and accurately reflect your business

41. How to win
Users drink WISCAY

42. Good User Experience: Landing
Page Quality
What
Is
So
Cool
About
You?

43. How to win
Match keywords to ad text

44. Targeted Ad *(1) leads to Good
User Experience*(2)

45. How to win
The more targeted your ad text
the higher your CTR

46. 1 x CTR
2 x CTR
4 x CTR

47. Great ads match user intent
to your unique selling points.

48. How to win
The heart of the conversion
lies not in the homepage

50. Users stay or go within 2-3 Seconds!

52. Consumers are always searching &converting:
Be ‘Always On’

53. How to win
RECAP!

54. How to win
CTR is affected by:
• Keywords;
• Adverts and
• Landing Pages

55. How to win
Success is:
• Having majority of exact match keywords
• Showing WISCAY ads
• And landing users deep within your site.

56. Questions?