Jeffrey Poling Outlines PPC (Paid Traffic) Marketing Strategies

AgendaI. What is Pay-per-click (PPC)?

II. 12 Steps to Effective use of ppc for your business

III. “Must Know” tips and strategies

WHAT IS PAY-PER-CLICK (PPC)?

act one

Pay-Per-Click = Search Advertising

Yahoo!/Bing NetworkGoogle adwords

You see them (almost) every time you search…

…just look towards the top and right

Multi-billion dollar industry

+ In 2013, search advertising reached $18.4 billion, 43% of all internet ad revenue

Top industries advertising online in 2013

Advantages of PPC advertising

+ Ads appear on relevant searches

+ Only pay when someone clicks

+ Easy-to-measure ROI

+ Most businesses report strong results

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 for rankings

12 STEPS TO EFFECTIVE USE OF PPC FOR YOUR BUSINESS

Act two

Step 1: Define a clear goal

+ Directly sell products/services?

+ Generate new leads?

+ Build brand awareness?

Step 2: Research your competitors

+ How do they write their ads? (copy, length, headline, etc.)

+ Pay attention to the ads that show up over and over again

+ What keywords are they targeting?

Step 2: Research your competitors

Step 3: Do keyword research

+ Discover exactly what people are searching for

+ Learn their preferred keywords

+ Find out how competitive and expensive keywords are in your market

+ Find the most profitable keywords

Step 3: Do keyword research

Step 4: Choose your destination wisely

+ Decide where you are going to send visitors click

+ Make sure destination is consistent with ad message

+ Design it for conversion

Step 5: Create a high-converting ad

+ Know the best practices of successful ads

+ Review your headline, message, offer, destination

+ Differentiate your offer so it stands out from other ads

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

Step 7: Place the right bid

+ First NOT always be best

+ First position gets a lot of junk clicks

+ Higher positions cost more

+ Position #3 or #4 often ideal

Step 8: Focus on profitable keywords

+ Determine the winning keyword phrases that get results for you and your competitors

+ Focus on your “money” keywords and milk them for as long as possible

+ Test new keywords regularly with a small portion of your overall budget

Step 8: Focus on profitable keywords

Step 9: Measure your results

+ Use call tracking technology

+ Place Adwords Conversion Tracking to all of your sites

+ Measure the entire customer journey

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 pound foolish & don’t fear competition

Step 11: Use remarketing

+ “Follow” your target audience

+ Show ads to users who’ve previously visited your site

+ Your ads appear on major websites that they visit

+ Keeps your brand top of mind

Step 12: Always split-test!

+ Continuously measure, improve, and optimize

+ Test the most important factors first

+ stop when you see gains of 10% or less – focus on the big wins instead

“MUST KNOW” TIPS AND STRATEGIES FOR 25% GAINS

Act three

Separate search & display

+ Search Network is what we covered today

+ Display is totally different!

+ Requires different strategies

+ Very common mistake!

Separate mobile & desktop

+ Search on desktops is original approach

+ Mobile is totally different!

+ Requires different strategies

+ Very common mistake!

Test dynamic keywords

+ Dynamic insertion of keyword into ad

+ Makes the ad more relevant

+ Allows you to have unlimited ads

Use ad extensions

+ Information you can add to your ad

+ Makes the ad stand out

+ Dramatic increase in response

Monitor conversions

+ Where are your buyers located?

+ What time of day are they converting versus window shopping?

+ Some businesses have dramatic differences

+ Cull where your ROI is low

Test outside of Google!

+ Other networks can be great

+ Smaller but less competitive

+ Often large increase in ROI vs Google due to decreased competition

Questions?

Complimentary PPC Audit ($997 Value)

Limited to the first 3 to respond