Maximizing the Return on Your Pay-Per-Click Campaigns: Maximizing the Return on Your Pay-Per-Click Campaigns: A key roadmap to successful web marketing A key roadmap to successful web marketing Manager, SEO and SEM for Reynolds Web Solutions By Al Carl
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Maximizing return on pay per click campaigns roadmap to successful web marketing
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Maximizing the Return on Your Pay-Per-Click Campaigns:
Maximizing the Return on Your Pay-Per-Click Campaigns: A key roadmap to successful web marketingA key roadmap to successful web marketing
Manager, SEO and SEM for Reynolds Web SolutionsBy Al Carl
The Agenda:
What Is Paid Search?
Internet & the Automotive Industry
Should Paid Search Be An Integral Component of Your Online Marketing Efforts?
Pay Per Click Basics
Changes in the Landscape
Paid SearchPaid Search
Paid Search / Pay Per Click (PPC)
Paid Search – What Is It?Paid Search – What Is It?
Paid SearchPaid Search
The Internet & The Auto
Industry
According to the Polk 2007 Dealer eBusiness Performance Study of New Car Shoppers:
88%
83%
79%
Conducted research beforewalking into a dealership
Used the Internet to do vehicle research
Used Search to research auto dealers
Paid Search – Auto IndustryPaid Search – Auto Industry
Automotive Online Advertising Spending
Paid Search – Auto IndustryPaid Search – Auto Industry
On-Line Advertising
Only 20% of Web users (for car information) said they used print ads when researching vehicles compared to 32% in 2005.*
The number of consumers visiting five or more manufacturer sites declined from 44% in 2005 to 34%.*
42% of used car buyers said they turn to dealer sites when researching vehicles.*
30% of retailers traffic in the US came from paid search in August 2008. Within the automotive industry it was only 25% - Hitwise
* Capgemini: Cars Online 07/08
Paid Search – Auto IndustryPaid Search – Auto Industry
Paid Search – Auto IndustryPaid Search – Auto IndustryAutomotive Online Advertising Spending *
$0.0$0.5
$1.0
$1.5
$2.0$2.5
$3.0
$3.5
$4.0
2004 2005 2006 2007 2008 2009 2010
Online Ad Spending in Billions of Dollars
Paid Search – Auto IndustryPaid Search – Auto IndustryTop 10 Automotive Websites by US Market Share of Visits (%) – Hitwise August 2008
0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00
Truck Paper
CycleTrader.com
Car-Part.com
Automotive.com
Copart Auto Auctions
RacingJunk.com
Cars.com
Edmunds
AutoTrader.com
eBay Motors
Paid Search – Auto IndustryPaid Search – Auto Industry3rd Party Lead Sites Paid Search Est. Daily Budgets
$0$5,000
$10,000$15,000$20,000$25,000$30,000$35,000
KBB AB AM C AT E
KBBABAMCATE
KBB – Kelly Blue Book - $6.35k
AB – AutoBytel - $6.9k
AM – AutoMart - $11.3k
C – Cars.com - $16.4k
AT – AutoTrader - $23.2k
E – Edmunds - $30.2k
Paid SearchPaid Search
IntegralComponent
Paid Search – Integral ComponentPaid Search – Integral ComponentProtection of Branded Terms
60%
40%
Brand Site
Other Sites
92%
8%
% of traffic from #1 Organic & #1 Paid Listing
% of traffic from #1 Organic Listing
Branded Search Study, Nielsen ReelResearch
Paid Search – Integral ComponentPaid Search – Integral ComponentMore Traffic
A study conducted by iCrossing illustrated a synergistic effect between paid and organic listings. The study indicated that having prominent placement in both lead to an increase in traffic of 91.8% and a 45% increase in desired actions taken by visitors over that produced by only having a top organic placement.
Paid Search – Integral ComponentPaid Search – Integral ComponentLower Bounce Rates
42.30%
44.00%
44.80%
48.70%
35.00% 40.00% 45.00% 50.00%
Direct
Paid
Organic
Referral
Engine Ready “SEO vs. PPC – The Final Round
Paid Search – Integral ComponentPaid Search – Integral ComponentHigher Sales
% of Sales Volume by Traffic Source
39% 27%
23%11%
Direct Access
Paid Search
Other ReferringSites
Organic
Engine Ready – 27 companies over a 2 year period measuring visitor metrics by traffic source. *Only 22% of visitors were repeat visitors.
Paid Search – Integral ComponentPaid Search – Integral ComponentWhy Pay Per Click Traffic Is Valuable
Controlled Messaging
Easy Variation Testing
Direct the Traffic
Specific Targeting
Paid SearchPaid Search
Fundamentals
Paid Search – The FundamentalsPaid Search – The FundamentalsSearch Engine Breakdown July 2008 – Hitwise
Google 70.77%
Yahoo! 18.65%
MSN 5.36%
ASK 3.53%
Others 1.69%
Paid Search - The FundamentalsPaid Search - The Fundamentals
Multiple StepsKeyword / Search Term SelectionAd TitleAd CopyLanding FactorsTraffic Conversion ProcessAnalytics, Analytics, Analytics ….Test and Test Some More
Highly CompetitiveFilled With DetailsFluid – Constantly EvolvingPlenty of Opportunity to Lose Money
Paid Search – Seems Simple, What’s The Big Deal?
Paid Search – The FundamentalsPaid Search – The Fundamentals
Paid Search - The FundamentalsPaid Search - The FundamentalsPaid Search Ranking Factors
Bid AmountBudgetRelevancyClick Through Rates Landing Page QualityType Of Site
Paid Search - The FundamentalsPaid Search - The FundamentalsPaid Search – Basic Steps
Start With The End In MindKnow The CompetitionIn-Depth Keyword ResearchCreative Ad Title & TextLanding PagesHave A Planned Conversion PathDetailed AnalyticsTest & Test Some More
Paid Search - The FundamentalsPaid Search - The FundamentalsPaid Search – Start With The End In Mind
What is the goal of your paid search campaign?VisibilityBrandingSales
How will you define success?TrafficLeadsSalesProfit
How will you measure it?
Paid Search - The FundamentalsPaid Search - The Fundamentals
AdsTargeted KeywordsScope of CampaignsVisitor Path
Do Not Always Assume #1 Is Doing It Right
Study the Competition
Paid Search - The FundamentalsPaid Search - The FundamentalsIn-Depth Keyword Research
Develop Extensive KeywordsClick-Through and Conversion Rates Vary Dramatically From Keyword to KeywordMultiple Word Keywords Typically Have Higher Conversion Rates
Some Tools To Use:Yahoo! Search AssistLive Search Related Searches Microsoft adCenter Labs - http://adlab.msn.comGoogle Keyword Tool - https://adwords.google.com/select/KeywordToolExternalGoogle AdWords Traffic Estimator -https://adwords.google.com/select/TrafficEstimatorSandbox