Thousands of companies of all sizes are using the Internet to effectively increase sales and lower costs. Learn how to design an eMarketing campaign that produces a positive return on your investment.

1. Gigi Ho digital performance inc Aftermarket eForum 2007

2. Why should you advertise online?

3. consumers

5. ONLINE ADVERTISING OUT PERFORMS OFFLINE IN

10.  What is Performance Advertising  Why include it in your marketing plan  How to get the most out of it WHAT YOU’LL LEARN:

11. Spending this…

12. TO MAKE S I H T

13. So what is performance advertising?

14. per·for·mance ad·ver·tis·ing (pər-fôr'məns ād'vər-tī'zĭng) - n. an advertising model where advertisers only pay when an action is generated through a marketing venue.

15. pay per click pay for performance pay per lead pay per sale pay per action search engines ad networks shopping engines affiliates central ad servers google yahoo! msn amazon shopping.com doubleclick pricegrabber.com cost per sale cost per action cost per click cost per acquisition cost per lead modsearch.com tenmagazines youtube.com ask.com streetperformance.com pay per click pay for performance pay per lead pay per sale pay per action search engines ad networks shopping engines affiliates central ad servers google yahoo! msn amazon shopping.com doubleclick pricegrabber.com cost per sale cost per action cost per click cost per acquisition cost per lead modsearch.com tenmagazines youtube.com ask.com streetperformance.com pay per click pay for performance pay per lead pay per sale pay per action search engines ad networks shopping engines affiliates central ad servers google yahoo! msn amazon shopping.com doubleclick pricegrabber.com cost per sale cost per action cost per click cost per acquisition cost per lead PPC CPA PPS CPC PPA P4P PPL

16. And why include it in your marketing plan?

17. It gives FREE exposure. FIRST

18. It gives results while you improve SEO. SECOND

19. It gives fast results, allowing tweaks as needed to get best conversion. THIRD

20. So how do you get the most out of it?

21. There’s a reason why they’re called keywords.

23. Where to find good keywords? TV and radio ads, Google’s Keyword tool, other website metatags. Also consider common misspellings. TIP:

24. SEARCH ENGINE MARKETING

25. CAMPAIGN AD GROUP AD GROUP ACCOUNT STRUCTURE ACCOUNT

28. Organize campaigns to allow tests and comparisons of different approaches, their conversion rates, and cost of conversion. HINT:

29. Your budget and the economics of ad impressions and clicks. SUPPLY and DEMAND

30. OVER SUPPLY ADS & CLICKS

31. ADS & CLICKS UNDER SUPPLY

32. When launching new campaign, watch closely for first couple weeks and experiment . Once tuned, cut down on ad changes. Keep a log of your tests. TIP:

35. Look at other ads for keywords and get ideas of how to write your own. Find inspiration. Do not copy a competitor’s ad verbatim. TIP:

37. Figuring out your Return On Ad Spend

38. When running multiple ads for a new campaign, use the Rotate setting to better track individual ad performance. TIP:

41. Assume keywords are $1 per click…

42. Keep in mind some may click onto website but go buy in a store, or come directly back to website at a future time for purchase. HINT:

43. DON’T LOSE THEM NOW!

47. It comes down to 5 things…

48. Keep your campaigns manageable.

49. Examine your landing pages.

50. Focus on conversions.

51. Focus on conversions.

52. Focus on conversions!

53. SHOPPING ENGINE MARKETING

54. What does a shopping engine do?

55. For consumers to research products…

56. For you to reach highly converting consumers as they figure out what, where to buy and how much to pay.

57. How is marketing on shopping engines different from search engines?

60. Bidding Price = Click Cost / and that’s a good thing!

61. You will only pay $0.01 over the next highest maximum bid.

63. Check what categories you have products in – especially after a new data feed. Track your performance via reports to analyze your clicks, cost and sales performance. Compare current month against previous months/year to monitor your advertising and spending over time.

64. WEIGHING PROs & CONs

65. Price comparison or Shopping Comparison?

66. Level of difficulty for engagement?

67. Right venue for automotive parts?

68. AUTOMOTIVE SHOPPING ENGINES MODsearch.com TruckMoxie.com

70. MEET DAVID

71. HE LIKES

72. HE LOVES

73. DRIVES HE

74. WANTS HE a lot of modifications

78. performance advertising media Whichever you choose or combination

79. Doing THIS WILL PREVENT

81. Gigi Ho digital performance inc www.digitalperformance.com www.streetperformance.com toll-free 866.469.7623