pay-per-click 101

Internet Marketing for Everyone

Pay-per-click 101

2

Internet Advertising for Local Businesses

What is Pay-Per-Click?

Search Engine Advertising:

Bid on the positions that you want

You only pay when someone goes to your website

3

Internet Advertising for Local Businesses

flowers

4

Internet Advertising for Local Businesses

56,200,000

5

Internet Advertising for Local Businesses

What are the advantages?

Pay-per-click in general:

Instant placement

Jump directly to the top

Can control budget and positioning

Only pay for actual traffic

6

Internet Advertising for Local Businesses

What are the disadvantages?

Pay-per-click in general:

Lack of consumer knowledge

Can be expensive if done wrong

Takes a lot of care and feeding

7

Internet Advertising for Local Businesses

Advantages of our program:

Manage hundreds of keywords

Complete tracking

Geo-targeting

Don’t even need a website

We manage everything!

8

Internet Advertising for Local Businesses

What is the strategy?

Focus on ROI not positioning

Avoid the “ego” position

Bid on inexpensive keywords

Capture all variations!

Write the ads strategically

9

Internet Advertising for Local Businesses

How do we track results?

Our Reverse Proxy system provides:

Toll Free or Local tracking phone numbers automatically forward

Email tracking

Internal page tracking

Coupon tracking

10

Internet Advertising for Local Businesses

Forget about clicks!

Budget Report Date Spent Visits Calls EmailsCoupons Printed

$1,500 9/22/04 – 10/11/04 $1,402.78 482 66 15 5

Case Study:

Laser Hair Removal Franchise Location: Salt Lake City, Utah Target: Salt Lake City Metro Area Budget: $1,500

11

Internet Advertising for Local Businesses

Laser Hair Removal Call Report

Campaign Activity - Call Detail Report

Date/Time Target Phone Customer Phone Duration Result

2005-03-10 09:58:03 (781)2**-**** (781)7**-**** 9 m 53 s CONNECTED

2005-03-09 17:10:59 (781)2**-**** (978)4**-**** 2 m 34 s CONNECTED

2005-03-09 16:39:15 (781)2**-**** (978)4**-**** 2 m 43 s CONNECTED

2005-03-09 11:45:03 (781)2**-**** (781)6**-**** 13 m 18 s CONNECTED

2005-03-09 07:41:15 (781)2**-**** (603)6**-**** 18 m 19 s CONNECTED

2005-03-09 06:05:06 (781)2**-**** (781)6**-**** 0 m 37 s CONNECTED

2005-03-08 11:18:34 (781)2**-**** (617)2**-**** 0 m 25 s CONNECTED

2005-03-08 09:40:48 (781)2**-**** (508)3**-**** 0 m 30 s CONNECTED

2005-03-07 14:42:35 (781)2**-**** (603)6**-**** 1 m 0 s CONNECTED

2005-03-07 11:35:04 (781)2**-**** (508)6**-**** 11 m 50 s CONNECTED

2005-03-07 07:49:13 (781)2**-**** (978)2**-**** 3 m 21 s CONNECTED

2005-03-07 07:16:15 (781)2**-**** (978)6**-**** 0 m 53 s CONNECTED

2005-03-07 07:15:38 (781)2**-**** (978)6**-**** 0 m 1 s CONNECTED

2005-03-07 06:28:13 (781)2**-**** (617)3**-**** 5 m 3 s CONNECTED

2005-03-05 16:58:14 (781)2**-**** (781)3**-**** 0 m 38 s CONNECTED

2005-03-05 13:07:11 (781)2**-**** (617)3**-**** 0 m 47 s CONNECTED

2005-03-05 08:35:26 (781)2**-**** (781)9**-**** 16 m 8 s CONNECTED

2005-03-05 08:06:37 (781)2**-**** (617)3**-**** 1 m 45 s CONNECTED

12

Internet Advertising for Local Businesses

Laser Hair Removal Email Report

Campaign Activity - E-mail Detail Report

Date/Time Target Email Customer Email Customer Name Customer IP*

2005-03-10 14:42:17 ****@laserhair-mass.com rob@*****.com Rob **.***.***.**

2005-03-09 08:02:17 ****@laserhair-mass.com heather@******.com Heather ***.**.***.*

2005-03-07 18:14:43 ****@laserhair-mass.com can@*******.com Can ***.**.***.**

2005-03-07 10:56:40 ****@laserhair-mass.com andrea@***.com Andrea ***.***.***.***

2005-03-04 10:45:04 ****@laserhair-mass.com sharon@***********.com Sharon **.***.***.***

2005-03-04 09:14:09 ****@laserhair-mass.com Heidi@*****.com Heidin ***.***.**.***

2005-03-04 08:56:21 ****@laserhair-mass.com dev@******.com Dev **.**.**.***

2005-02-23 08:37:38 ****@laserhair-mass.com jessica@***********.com Jessica **.***.***.*

2005-02-21 20:21:50 ****@laserhair-mass.com Dana@******.com Dana **.**.**.**

2005-02-11 18:09:58 ****@laserhair-mass.com yasemin@**.edu Vasemin ***.***.***.***

2005-02-09 07:59:01 ****@laserhair-mass.com carolyn@*******.com Carolyn **.***.***.***

2005-02-04 05:24:10 ****@laserhair-mass.com Helen@******.com Helen ***.***.***.**

13

Internet Advertising for Local Businesses

Laser Hair Removal Coupon Report

Campaign Activity - Coupon/Offer Leads Detail Report

Date/Time Cust. Email Phone City State Name IP*

2005-03-02 12:03:53 tiffg@*******.com 401 2** **** D********* MA tiffany **.***.**.**

2005-03-02 11:59:30 tiffg@*******.com 401 2** **** D********* MA tiffany **.***.**.**

2005-02-14 18:19:19 Jay*****.com 413-6**-**** B********** MA Jay ***.***.***.***

2005-02-14 18:19:01 jay@*******.com 413-6**-**** B********** MA Jay ***.***.***.***

2005-02-14 18:18:41 jay@*******.com 413-6**-**** B********** MA Jay ***.***.***.***

2005-02-14 09:02:11 kelley@*****.com Not Supplied -- Not Supplied **.***.**.**

2005-02-14 09:01:53 kelley@*****.com Not Supplied -- Not Supplied **.***.**.**

2005-02-14 09:00:50 kelley@*****.com Not Supplied -- Not Supplied **.***.**.**

2005-02-14 08:59:49 kelley@*****.com Not Supplied -- Not Supplied **.***.**.**

2005-02-13 04:50:24 cmc7@*******.net 782-2**-**** S******** MA Cristen ***.***.*.***

2005-02-11 08:32:53 price@******.com 6170***-**** W********* MA Anne ***.**.***.***

2005-02-11 08:32:28 price@*******.com 6170***-**** W******** MA Anne ***.**.***.***

2005-02-08 07:56:37 Kim@***.com 781-6**-**** M********* MA Kim **.**.**.***

14

Internet Advertising for Local Businesses

15

Internet Advertising for Local Businesses

16

Internet Advertising for Local Businesses

Summary:

We manage everything

You only pay for actual traffic

We can track everything

We can drive LOCAL business!

You don’t even need a website

17

Internet Advertising for Local Businesses

A good referral for me….

Heating & Air Plumbing Electricians Dentists Cosmetic Surgeons Auto Glass Attorney’s Garage doors

Laser Hair Removal Car Dealers Day Spa’s Restaurants Carpet Cleaners Cleaning Companies Service Related Niche Businesses