White Cloud Presentation

WhiteCloud MarketingPay Per Click Tips

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SEO and PPCProactive Online Lead Generation

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Internet Advertising

• Worldwide online ad spending will reach $65.2 billion in 2008, with 15% to 20% annual growth through 2011, when spending would hit $106.6 billion.

• Online ads account for nearly 10% of all ad spending across all media in 2008, 14% by 2011.

Source: IDC’s "Digital Marketplace Model and Forecast, 2008.

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Trend: 50% of ad spending online

• Over 50 per cent of an average marketer’s budget is now spent online.

• Over 70 per cent of companies use Search Engine Optimization, Paid Search and e-mail marketing to in-house lists

• Use of offline marketing methods has decreased

• Organizations have lessened their use of marketing methods such as postal, telephone and radio, in favour of online methodsSource: Clash-Media, June 2008

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Trends: PR and Television

• The only two offline marketing methods which have increased in use are press and television

• Many companies use passive Search Engine Optimization methods, which rely on a prospect actively researching for their product or service as opposed to Proactive Online Lead Generation, which uses the web to seek out potential prospects and deliver fully qualified leads for interested buyers.Source: Clash-Media, June 2008

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Paid vs. Non Paid

Organic or non-paid

Ads

Paid Ads

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PPC and SEO Tips

Organic or non-paid Ads Only

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Keys to PPC

• Landing page sites typically have a conversion rate around 10 to 12%, but can go as high as 30% + if they are properly targeted.

• B2B products and services typically have a lower conversion rate but effective ROI. B2C items tend to have higher conversion rates but lower ROI. (This is a direct result of lower price point for B2C products.

• Test many words and terms. Set them up in useful groups and by geographical areas to maxmize learnings.

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Keys to PPC

• PPC marketing will properly focus SEO efforts. SEO will provide the Key Words SEO efforts will utilize.

• The only way to be certain of anything in marketing is to test it. PPC marketing allows you to test real time with the fastest feedback loop of any marketing medium in the world.

• Example: You can use Google AdWords to offer a free white paper about some topic from a one page website.

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WhiteCloud Marketing

Focus on 4 Keys:• Lead Generation

• Service - face to face

• Proactive SEO and PPC lead generation

• Guaranteed increase in CTR within 2 weeks.

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Observations

High conversion rate (CTR) of 20% for

this keyword.

High Clicks for this

keyword.

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Observations

• Customers click on brand more than other words

• Note the geographic region you offer services in products is relevant

• Credibility - (i.e. number of customers)

• Landing Page must relate to Ad

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LOW CTR

• How can a low CTR be remedied

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Remedy: Key Word

• Use Keywords that are relative to the business or service

• Stay away from broad terms

• Add more key words and track effective words over one week.

• Use Keywords generated by KeyWord tool from Company website (use option from company website)

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Remedy: Ad Variations

Multi-variate ad testing.

High Conversion

rate

Low Conversion

rate

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Remedy: Ad Variations

• Its obvious the ads with the highest click through rate with the right keywords will together generate higher CTR’s.

• Local information on ads works effectively (i.e. GTA)

• Ads that build credibility (i.e. 10,000 customers)

• There is a good offer - ‘free water test’

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Remedy: Dynamic Ads

• Please note the tag formatting rules

• The information above will insert the KeyWord dynamically when the keyword is searched

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Remedy: Landing Page

• An effective landing page is critical in creating a high Quality Score. High Quality Scores reduce the costs per click

• The Landing page requires text and or words that relate to the ad. (i.e. GTA Customers in Adwords, ensure the Landing Page uses these words and confirms the information on the Landing Page

• Google checks for Privacy Policy on forms and marks negatively Landing pages without the policy.

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Ad and Effective Landing Page

Information on ad

matches landing page.

Page is simple with clear call to

action

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Remedy: Landing Page

• Please note additional incentive of $20 gift certificate

• Simply clean page

• Has certifications and official logo

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Remedy: Regionalize Ads

• Setup separate regions as Adwords Groups

• Use the same keywords for each region

• Then begin to track results by region

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Provide ROI Reports

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Success!

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What is the better choice SEO or PPC?

SEO: Search Engine OptimizationPPC: Pay per Click

•If immediate revenue is critical, and site traffic low, PPC may be the way to go. •Most people when asked prefer SEO over PPC as shown.Source: Website Magazine.com

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