Pay Per Click Advertising

Assumptions

Google AdWords / Overture / Espotting.

Higher CTR for a phrase = lower CPC for the phrase. (Google)

Writing effective Adverts

Dynamic keyword insertion

PPC Workshop

• More qualified keywords at a lower cost.

• More avenues for increased ROI

• PPC research methodology

• Higher organisation – more campaigns managed per person.

• Give you advantage over competitors

PPC Landscape

•PPC is becoming more expensive and competitive.

•No barriers to entering PPC space – mainstream publications. Times. BBC.

•Advertisers competing with affiliates – larger margins.

•Direct-to-merchant opportunities dwindling – existing ones dieing.

•Christmas bid prices inflate.•Loss leaders ruining ROI.•Bidding/ego wars ensue.•Lower arbitrage margin. •Prices reduce around February.

Keyword Research“Process of selecting keywords that are relevant to your site and are

used by potential customers as query terms”

Finding new terms – increasing campaign traffic.Not only terms you want to be found on, terms customers use to find you!

Keyword Research Tools

Homeowner Loans

Initial Keyword List – no research.

• Homeowner loan (£6.00 CPC – 42,412 searches)• Homeowner loans • Secured loan (£6.46 CPC -  1,324,361 searches)• Secured homeowner loan• Home owner loan• Home owner loans

Initial Misspellings

• Home owner laon (£1.50 – 30 searches a month)• Homeowner laons (£0.41 – no data for searches)• Homeonwer loans (£0.12 – no data for searches)

Visimo.com

Visimo.com

Visimo.com

Secured tenant loans Debt consolidation loans Secured personal loans Any purpose loans Tenant loans Secured tenant loans

Wordtracker.com

Wordtracker

Cheap homeowner loan Quick homeowner loan Homeowner loan uk Cheap secured loan

Overture Search Terms

Personal loan homeowner Best homeowner loan England homeowner loan Online homeowner loan

Teoma Search Terms

Teoma Search Terms

Home Loan Personal Loan UK

Ask Search Terms

Secured Loans UK Low cost loan Loans online decision

Loan calculator Homeowner loan quick

Google Beta Terms

Target Variations of your Keywords

Misspellings and Typos Abbreviations and Slang

Plurals Synonyms

Homeonwer Laon Consolodation

APR CCJ 0%

Loans Tenants

Lend Borrow

Final Keyword List

After Research

• Loan calculator• Homeowner loan quick• Secured Loans UK• Low cost loan• Loans online decision• Home Loan• Personal Loan UK• Personal loan homeowner• Best homeowner loan• England homeowner loan• Online homeowner loan• Cheap homeowner loan• Quick homeowner loan• Homeowner loan uk• Cheap secured loan • Secured tenant loans• Debt consolidation loans• Secured personal loans• Any purpose loans• Tenant loans• Secured tenant loans

Before Research

• Homeowner loan • Homeowner loans • Secured loan • Secured homeowner loan• Home owner loan• Home owner loans• Home owner laon • Homeowner laons • Homeonwer loans

Group KeywordsHome Owner Loan Homeowner Loan

Secured Loan Misspellings

“Home Owner Loan” keywords and variations

“Homeowner Loan” keywords and variations

“Secured Loan” keywords and variations

Misspellings keywords and variations

Find Unique Selling Points

Loan rates from 6.9% APR Instant Online Decision for loans of up to £100,000.00 Can borrow up to £500,000.00 Flexible Repayments Free Loan repayment insurance Pay back over 5, 10, 15 and 20 years Borrow against other assets

Research the merchant Check the program info page Why are they better than other loan merchants? What are their key strengths? Call them up, pick the brains of the call center.

Then write your creatives using the USP’s as Call To Actions…..

Group Keywords for Each AdHome Owner Loan Homeowner Loan

Secured Loan Misspellings

Home Owner LoanAll purpose Home Owner LoanLow Rates - Instant Online Decisionwww.loan.com/home

Homeowner LoanAll purpose Homeowner LoanLow Rates - Instant Online Decisionwww.loan.com/home

Secured LoanAll purpose Secured LoanLow Rates - Instant Online Decisionwww.loan.com/secured

Homeowner LoansAll purpose Homeowner LoansLow Rates - Instant Online Decisionwww.loan.com/secured

Test CreativeHome Owner Loan Homeowner Loan

Secured Loan Misspellings

Home Owner LoanAll purpose Home Owner LoanLow Rates - Instant Online Decisionwww.loan.com/home11.3% CTR | £1.23 CPC | £2.30

EPC

Homeowner LoanAll purpose Homeowner LoanLow Rates - Instant Online Decisionwww.loan.com/home8.3% CTR | £2.45 CPC | £2.25

EPC

Secured LoanAll purpose Secured LoanLow Rates - Instant Online Decisionwww.loan.com/secured 6.3% CTR | £2.21 CPC | £4.52

EPC

Homeowner LoansAll purpose Homeowner LoansLow Rates - Instant Online Decisionwww.loan.com/secured15.3% CTR | £1.23 CPC | £1.52

EPC

Home Owner Loan – Low RatesApply Online for an Instant DecisionBorrow up to £100,000 today!www.loan.com/home 12.3% CTR | £1.11 CPC | £2.36

EPC

Homeowner LoanInstant Loan Decision for HomeownerBorrow up to £100,000 from 6.5% APRwww.loan.com/home15.3% CTR | £1.23 CPC | £2.30

EPC

Secured LoanApply Online for an Instant DecisionBorrow up to £100,000 from 6.5% APRwww.loan.com/secured6.63% CTR | £1.88 CPC | £2.30

EPC

Homeowner LoansApply Online for an Instant DecisionBorrow up to £100,000 from 6.5% APRwww.loan.com/secured15.3% CTR | £1.23 CPC | £2.30

EPC

CTR and ROI

Kodak brand name in titles and descriptions generated higher CTRs.

Increased CTRs when Kodak brand used in camera model-related searches.

DX4330 CamerasCTR: 5.7%

Kodak DX4330 CamerasCTR: 6.6%

Search: [dx4330]

Kodak Camera AccessoriesCTR: 1.0%

Digital Camera AccessoryCTR: 2.1%

Search: [digitalcamera accessories]

The Kodak brand name was omitted for digitalcamera accessories. CTRswere higher and online orders for accessories increased.

Power of Brand Names

Use of product names in ad titles and descriptions resulted inhigher CTRs.

For product-related searches, the use of product names in titles and descriptions typically improves conversion rates

Kodak Digital CamerasCTR: 1.1%

Search: [dx4330]

DX4330 Digital CamerasCTR: 6.1%

Kodak DX4330 CamerasCTR: 6.6%

DX4330 CamerasCTR: 5.7%

Product Names & Targeted Searches

“Users were nearly 50% more likely to click on listings in which the keyword was included in both the title and description.”Source: AC Nielsen - Aug. 2002 (Quoted on Overture)

“When the keyword is included at the beginning of the title and within the description, users rated the quality of the site 60% higher.”Source: AC Nielsen - Aug. 2002 (Quoted on Overture)

Kodak DX4330 CamerasCTR: 6.6%

Search: [dx4330]

DX4330 Kodak CamerasCTR: 6.8%

Positioning & Order of Keywords

Digital CamerasCTR: Not Tested (Very Low)

DX4330 Digital CamerasCTR: 6.1%

Kodak DX4330 CamerasCTR: 6.6%

DX4330 Kodak CamerasCTR: 6.8%

Search: [dx4330] Extensive testingprovided Kodak with

first mover advantage opportunities

with the launch of newcamera models

Kodak CamerasCTR: Not Tested (Low)

Kodak Digital CamerasCTR: 1.1%

DX4330 CamerasCTR: 5.7%

Kodak LS443Digital Camera

New Product Launches – First Mover Advantage

Keyword Alternatives – Untapped Opportunities

Low Digital Camera PricesCTR: 1.5%

Low Price Digital CamerasCTR: 2.7%

Cheap Digital CamerasCTR: 5.3%

Cheaper Digital CamerasCTR: 6.7%

Low Price Digital CamerasCTR: 2.7%

Lower Price Digi CamerasCTR: 3.2%

Digital Camera BargainsCTR: 6.0%

Bargain Digital CamerasCTR: 11.7%

Relative Prices – Click Motivators for Cheaper Deals

Discounted Digi CamerasCTR: 5.2%

Discount Digital CamerasCTR: 6.0%

Low Cost Digital CamerasCTR: 10.5%Search:

[Keywords= Titles]

[low price …]

[cheap …]

Cheaper Digital CamerasCTR: 23.8%

[cheapest …]

Prices & Price-Related Keywords

Pre-Christmas – Delivery was Important

New Year Sale – Greater Emphasis on Price

Kodak Digital Cameras… free delivery … CTR: 5.2%

Kodak Digital Cameras… guaranteed delivery … CTR: 5.7%

Best Buy Digital CamerasCTR: 6.4%

Digital Camera ClearanceCTR: 22.2%

Digital Camera SaleCTR: 7.9%

Digi Cam Clearance SaleCTR: 25.0%

Cheap Digital CamerasCTR: 4.8%

Pre-Christmas New Year

Search:[Keywords= Titles]

[kodakdigital

cameras]

[cheapdigital

cameras]Cheap Digital CamerasCTR: 6.2%

Seasonal Variations in Price-Related Searches

Seasonal Keywords & Motivators to Click

•Avoided hype/gimmicks, superlatives & subjective words•Ads were kept simple - short sentences …•Capitalised on variations between services – plurals, word order …•Capitalised on regional searches – [digital cameras uk] …

Other Considerations

“Users were over 50% more likely to click on listings with a factual title and description versus a ‘salesy’ listing.”

Source: Study conducted by AC Nielsen - Aug. 2002 (Quoted on Overture)

Tested Time-Limited Incentives to Click‘Limited Offer’ … ‘Sale Ends …’

Questions?