pay-per-click (ppc) - anyone can have traffic as long as you have money
DESCRIPTION
In this presentation learn the 12 steps to driving more leads, customers and growth to your business using pay-per-click (PPC)TRANSCRIPT
The Small Business Guide to Pay-Per-Click Marketing
Twelve Steps To More Leads, Customers & Growth from Pay-per-click (PPC)
Todd D. McPartlin
iMarketing Leader’s R4 Marketing
System
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Chapter 9 In My Book.“Anyone Can Have
Traffic – As Long As You Have Money”
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Agenda
I. What is Pay-per-click (PPC)?II. 12 Steps to Effective use of PPC for
your businessIII. “Must Know” tips and strategies
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
WHAT IS PAY-PER-CLICK (PPC)?
Act One
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Pay-Per-Click = Search advertising
Yahoo!/bing
NetworkGoogle Adwords
You see them (almost) every time you search….
…just look towards the top and right
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Multi-billion dollar industry
+ In 2013, 95% of google’s $50 billion revenue came from advertising (PPC)
+ Yahoo!/Bing joined forces and now own about 30% of the market
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Top industries advertising on Google AdWords
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
How does it work?+ Create ads, set bids and budgets
+ Ads appear based on specific keyword searches
+ Searchers that “click-through” are taken to your page of choice
+ Your account gets charged until your maximum budget is reached
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Advantages of using PPC
+ Ads appear on relevant searches
+ Only pay when someone clicks
+ Easy-to-measure ROI
+ Businesses make an average of $2 in revenue for every $1 spent
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Levels the playing field
+ Your small business shows up on 1st page of google or bing
+ Instant reach to massive amount of qualified prospects
+ Skip the Organic SEO waiting game
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
12 STEPS TO EFFECTIVE USE OF PPC FOR YOUR BUSINESS
Act Two
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Step 1: Define a clear goal+ Directly Sell products/services?
+ Generate new leads through request for quote or more information?
+ Funnel visitors through email marketing sequence?
+ Build brand awareness?
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Step 1: Define a clear goal
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Step 2: Research your competitors
+ What ads are they using often
(copy, length, headline, etc.)
+ Pro tip: Pay attention to the ads that show up first over and over again
+ What other keywords are they targeting?
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Step 3: Do keyword research
+ Discover exactly what people are searching for
+ Learn their preferred keywords+ Find out how heavy the competition is across different keywords
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Step 4: Choose your destination wisely
+ Decide where you are going to send visitors who click-through
+ Make sure destination is consistent with ad message+ Design it for conversion (i.e., sign up for email list, request quote, etc.)
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Step 5: Create a high-converting ad
+ Know the best practices of successful ads
+ Review your headline, message, offer, destination
+ Differentiate your offer to make it stand out from the competition
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Step 6: Add some local flavor
+ Proven to boost ROI
+ Use local slang (“wicked smaht” for Boston)
+ Display local phone number and/or street address
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Step 7: Place the right bid
+ Being first may not always be best
+ First position gets a lot of junk clicks
+ Higher positions cost more
+ Position #3 or #4 is usually ideal
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Step 8: Focus on profitable keywords
+ Determine the winning keyword phrases that get you results+ Focus on your “money” keywords and milk them for as long as possible
+ Test new keywords regularly using a small test budget
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Step 9: Measure your results
+ Use call tracking technology
+ Place Google Analytics across all of your website pages
+ Measure entire customer journey (from click-to-conversion)
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Step 10: Focus on ROI, not costs
+ Stay committed to winning campaigns that deliver positive ROI
+ Measure your cost-per-lead and cost per-customer
+ Don’t be penny-wise and dollar foolish & don’t be afraid of competition
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Step 11: Use remarketing+ “Follow” your target audience
+ Shows ads to users who’ve previously visited your website
+ Your ads appear on major websites that they visit
+ Keeps your brand top of mind
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Step 12: Always split-test!+ Continuously measure, improve, and optimize your ads
+ Test the most important factors first (keyword, headline, copy, offer)
+ Stop when you see gains of 10% or less – focus on the big wins
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
“MUST KNOW” TIPS AND STRATEGIES
Act Three
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Separate Search & Display Ads
+ Search Network is what we covered
+ Display is totally different!
+ Requires different strategies
+ Very common mistake!
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Test dynamic keywords+ Dynamic insertion of keyword into ad
+ Makes the ad more relevant
+ Allows you to have unlimited ads
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Use ad extensions+ Information you can add to your ad
+ Makes the ad stand out
+ Dramatic increase in response
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Get off of Google!+ Other networks can be Great
+ Smaller but less competitive
+ Often large increase in ROI vs. Google
Contact us if you have any more questions or if you’d like help!
[email protected] 979-314-7213
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
iMarketing Leader | imarketingleader.com