How to get more QUALITY leads with Pay Per Click (PPC) Marketing

Sheryl Boddie, CEOTerry Boddie, President

Marketing Media Management

Agenda

What Pay Per Click (PPC) Marketing is and most importantly, what it isn'tThe essential ingredients necessary for a stellar Pay Per Click marketing campaignHow much it will cost to start and maintain Pay Per Click (PPC) as part of your overall marketing planWhat to expect as return on investment (ROI)

Open Questions

What is PPC??

Pay Per Click Marketing: A type of sponsored online advertising that is used on a wide range of websites, including search engines, where the advertiser only pays if a web user clicks on their ad.

To differentiate PPC ads from the natural search results displayed on a page, search engines will often place PPC ads under “Sponsored Ads” or “Sponsored Links” which also makes them easier to notice on a page that is crowded with text and other items competing for a web user’s attention.

What Pay Per Click is NOT

DIY Easy

Planning, refinement and measurement are critical

A replacement for a good online presence

PPC can drive the traffic, but where are visitors going?

Constantly constant

Algorithms, competition

A one size fits all solution

Goals, Objectives, Industry, Product, Budget, Location

When to use PPC

When immediate results are desired

When highly targeted traffic is sought.

When promoting a time-sensitive offer

When your website isn’t designed for SEO

If you want to dominate search results for your keyword category

Essential Elements for PPC Campaign

STRATEGIZE and Clearly Define Your Target

Great KEYWORD RESEARCH

Determine Budget

Determine Placement

Amazing Landing Page

Effective Management and Reporting

How Much Does It Cost?

One Size Doesn’t Fit All

Professionally managed campaigns start at $1000/month and vary based on goals,

objectives, location, industry, product and competition.

Practical Example

The information is from a current Franchisee who utilizes our services on their other business operation

ROI Expectations

• The importance of SEO: 60% of all organic clicks go to the top three organic search results, and 75% of users never scroll past the first page.

SEO Results:As keywords get optimized (as seen by the bars) they rank higher in search results, driving more visitors to the website (as seen by the line)

Campaign showed which keywords bring the most visitors who request information (thus are interesting in making a purchase):

PPC Campaign Results:

Date range Days ImpressionsAvg Daily

Imp. Clicks CTR

Avg. Ad

Pos. Avg. CPC Cost Conv. Conv. RateCost

Conv. Value

Adwords Website Traffic

4/1/14 - 4/30/14 30 13,850 462 162 1.17% 2.7 $2.36 $382.42 21 12.96% $18.21 $1,900.00 154

5/1/14 - 5/31/14 31 10,804 349 199 1.84% 2.1 $2.44 $485.54 29 14.57% $16.74 $2,500.04 209

Landscape Adwords Stats

23% more clicks, 38% more conversions and 36% more traffic to the website.

Click Through Rate for May improved to 1.84% from the 1.17% received in April.

Campaign generated a conversion rate of 14.57%. Comparatively, the average conversion rate for Direct Mail in the Landscaping Industry is just 4.4%.

2-month PPC Campaign Results:

CONTACT INFO:

Email: terry@managemmm.comPhone: (502) 569-1063Facebook: www.facebook.com/MarketingMediaManagementTwitter: TBoddieMMMLinked In: Terry Boddie