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Too Many BidsSpoils The Clicks

Don’t bid all your money away,develop a strategy and you’ll get better results for less

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Our Services

PPC Campaign Set-up & Management

Audits on existing PPC accounts

Optimisation & “Restructure” of existing PPC Accounts to maximise performance

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What is PPC?Pay-per-Click (PPC) allows you to advertise on

Search Engines

Social Networks

Websites

Blogs

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Ads are generated by Keywords that an advertiser has deemed relevant to their website by “bidding” on those Keywords

Keywords Each click costs

Cleaning Jobs £0.17 - £0.20

Cleaning Agencies £0.84 - £1.03

Domestic Cleaning £0.59 - £0.72

Cleaning London £0.90 - £1.10

Domestic Cleaners £0.58 - £0.71

Cleaning Companies £0.82 £1.00

House Cleaning £0.53 - £0.65

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When Selecting KeywordsDid You Know?

As Smartphones have keyboards, these days people are likely to type just as much on a phone as they do on a PC.

On average, people type 20 characters on Google when using a phone and 21 characters on Google whenusing a PC.

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Therefore...

Choose keywords that are no longer than 20 or 21 characters in length

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How PPC Works

Keyword Bid Targeted ad copy Targeted Landing Page

Cleaning Jobs

£0.20

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Make your ad stand out from the crowdReduce the risk to the consumer

e.g. Offer something for free

Use the display URL as a call-to-action

Put competitors ads and your ads in a spreadsheet to quickly compare which ad stands out the most

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PPCWhat are the benefits?

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Yellow Pages

- Locally targeted

- Large audience - 13.4 Billion YP “references”

- Qualified audience - People only open up the YP if they have an intent to purchase

- Relatively easy to use

Pros: Cons:- Expensive – Can spend thousands on a tiny ad

- Fixed cost

- Can’t “optimise” ad once it is published

- One ad per year

- Stressful deadlines

- Can’t leverage seasonal promotional messaging

- Difficult to track performance

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Yellow Pages

- Expensive

- Fixed Cost

- Can’t “optimise” ad once it’s published

- One ad per year

- Stressful deadlines

- Can’t leverage seasonal promotional messaging

- Difficult to track performance

Yellow Pages - Cons: PPC:- YOU set the budget based on your own needs

- Variable Cost

- Can continuously optimise ad based on performance

- Multiple, targeted ads

- Launch campaign when YOU want

- Can leverage seasonal promotional messaging

- 100% Trackable

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Why PPC?

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Local Targeting – “Geo-targeting”

GIANT audience – Almost 12 billion UK searches conducted each month

Can be used to test “interest” of a new product or service

Pay only for “targeted interest” – Every click can be viewed as a potential sale

Go Green – No paper wasted!

Why PPC?

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Different PPC Channels

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Google AdwordsWhere your ads could appear?

PC Version Mobile Version

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PC Version Mobile Version

Facebook AdsWhere your ads could appear?

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PC Version

LinkedIn AdsWhere your ads could appear?

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TARGET THE DECISION MAKERS

LinkedIn AdsChoose who your ads appear to....

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PC Version Mobile Version

Bing AdsWhere your ads could appear?

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Google Adwords on the Daily Mail WebsiteThis is also PPC...

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Google Adwords on the Daily Mail WebsiteAnd this...

ContentTargeting

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Cross Device Conversion

67% of people use multipledevices to shop online.

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Mobile Optimised Ads

Set-up separate campaigns for mobiles, with separate budgets.

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Go Mobile

Change your ads to suit mobile phone users:

• Mobile phones seen as private and personal.

• People more likely to type the keyword ‘nearest’ on a phone – to find local businesses.

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Adwords Mobile ExtensionsClick-to-Call Feature

Click-to-Download Feature

Location Extensions – shows your premises on a map

Hyperlocal Ads – uses GPS to let people see how close they are to your premises

Sitelinks – directs people to relevant pages on your website

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Google TrendsMonitor Search Volume Over Time

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YouTubeVideo Targeting Tool

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Allocate resources

- In-house or agency

Set aside a PPC budget

Establish baseline & goals

- Track current (pre-PPC) lead volume in order to determine if PPC is increasing leads to company

Learn, learn, learn!

How to Get Started

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Setting Up Your Own Campaign

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Organising Your Campaign

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Keywords that will make your budget last

Use Negative Keywords

Add a location to your keywords

Use Google Adwords Keywords Tool to identify keywords with high search levels but low competition

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Keywords

- Select only keywords that make sense and will bring you qualified web traffic

- Find keywords on your site, your competitors, thesaurus, search suggestion tools

Ad Copy

- include keywords in the title & description

Landing Pages

- Make sure you reinforce your ad copy and keywords by taking them to a relevant page on your site

Some Tips – Keep It Relevant!

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Examples of Relevancy

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Must Have’s

- Good tracking software:

Google Analytics (free)

Goals

- Lead Generation

Easy to fill out online contact forms?PPC (or online) targeted phone numbers?

Consumer-ready web site

- Easy to navigate- Topic-specific landing pages

Is Your WebsiteReady for PPC?

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Educate yourself on PPC

Determine your company’s needs & goals

OK to test small & build on success

Keep it relevant throughout the process – from keywords to ad copy to your landing page – make it easy for the customer

Re-invest part of your PPC profits back into your campaigns

Allocate resources to support your campaign – constantly changing PPC atmosphere

Final Thoughts

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Available fromwww.mediaheads.co.uk/PPCtools

Free Resources

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Thank you for listening.Any Questions?