ppc mar09 intnl
Post on 19-Oct-2014
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PPC presentation - UKTI Nov 09TRANSCRIPT
Advanced Search Engine Marketing for Export Success
– Search Marketing – Maximising your position in the hitlist
– Click throughs dissipate as we move down the list
33% of 33% of internet users internet users perceive a perceive a company in the company in the top search top search engine engine rankings to be rankings to be a major branda major brand
Source: iProspect Source: iProspect search engine search engine branding surveybranding survey
Pay Per Click and the digital media mix% share of revenues for 2007
16.4%
13.3%
5.9%
56.2%
4.1%
1.5%
0.8%
1.1%0.6%
Banners / Embedded
Sponsorships
Interruptive formats
Display ads on email
Tenancies
Other display
Recruitment classifieds
Further classifieds
Paid for search listings
Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures.
£224.4m
£20.5m
£15.7m
£8.8m
£55.6m
£10.9m
£ 182.0m
£80.3m
£768.3m
Ever seen this?
Altavista
More Effective Targeting
• Use hotmail and instant messaging accounts– Geographic– Demographic – age,
gender– Time of day
New Advertiser
Advertiser at position 1
Advertiser at position 2
Advertiser at position 3
Advertiser at position 4
Bidding in reality
Bid price of £0.50
Bid price of £0.40
Bid price of £0.30
Bid price of £0.20
100 click throughs
75 click throughs
50 click throughs
25 click throughs
Position 3
Bid price of £0.35
50 click throughs
Payment of £0.31 per click, up to £0.35
Cost = bid price multiplied by number of click throughs
What determines your ads position?
• Bid price
• Advert effectiveness
• Landing page quality
WHY USE PAY PER CLICK?
• Capture many – 100’s, 1000’s of keyphrases– No website changes like optimisation
• For short term promotions• For new websites• Drive country specific searchers
– Geographic targeting
• Keyphrase analysis – More accurate than the tools
• For websites difficult to optimise– Flash etc
Capture The Long Tail
Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
Segment and target
Best Practice: Match the Terms (and Pages) to Customers’ IntentsBest Practice: Match the Terms (and Pages) to Customers’ Intents
Cu
sto
mer N
eed
Keyw
or
d
Attrib
ut
es
Exam
ple
s
“What is out there to meet my need?”
“How can I learn about a product or
service?”
Informational terms
Product classes
Problem descriptionsDVD player
Family holiday
Financial planning
“What brands and features are
there?”
“What is distinct about this one?”
Features
Brand names
Differentiators
Portable DVD player
Hawaii holiday
Personal pension
LearningLearning ShoppingShopping BuyingBuying
“I want that one!”
“Who stocks this model number?”
Product code
Locations
Nicknames
Panasonic DVD-LX9
Maui golf resort
Low risk growth fund
www.royaldubai.co.uk – PPC then SEO
Measure your performance
www.spyfu.com
Search TermResearch &
Targeting
Drives Quantities
of Leads
Title & Description
Targeting
Drives Quality of
Leads
Landing Page Targeting
Drives Conversions
How pay-per-click works
https://adwords.google.co.uk/select/KeywordToolExternal
Content Match – branding benefits
Content Match: Sponsored search results appear according to the editorial content on the page
Benefits Increased Traffic Traffic Quality
Premium Partner Network Quality mapping Good Conversion Rates
Separate Bidding Branding
Using the Content Network
• Use Google content network
• Focus on what you can do at the hotel– Scrabble, walks etc
• Ad appeared on Facebook and caused huge traffic spike
Keyword selection
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
progress through the buying process >>>
co
ns
um
ers
tho
ug
hts
erStage 1 Stage 2 Stage 3 Stage 4 Stage 5
buy
progress through the buying process >>>
co
nsu
me
rsth
ou
gh
tse
r
firmingup initial
idea
decidingon amaker
lookingfor best
price
thinking about
it
decidingon a
model
firmingup initial
idea
decidingon amaker
lookingfor best
price
thinking about
it
decidingon a
model
firmingup initial
idea
decidingon amaker
lookingfor best
price
thinking about
it
decidingon a
model
firmingup initial
idea
decidingon amaker
lookingfor best
price
thinking about
it
decidingon a
model
firmingup initial
idea
decidingon amaker
lookingfor best
price
thinking about
it
decidingon a
model
computer
132,755
laptop
19,152
sony vaio
2,264
sony vaio z1sp
47
cheap sony vaio laptop
11
£5.00 £0.46 £0.40 £0.10 £0.10
•The ad links directly to the relevant landing page
•Choose titles and descriptions that are relevant to the search
•Strong ‘call to action’
•Repeat search terms in the ad
Do’s and Dont’s
Best click-through rates for Figleaves
• Bidding on 250 search terms to start with, Figleaves wanted to attract as many customers as possible – including those who knew specifically what they wanted (ie. searching for ‘Wonderbra’) and those who were less certain (ie. ‘lingerie’).
• Figleaves now bids on over 6,000 search terms and is an integral part of the marketing strategy, running 365 days a year.
“Overture provides new customers with higher conversion rates and better click-through rates than any other medium.”
Claire White, Marketing Services Manager, Figleaves
“Overture provides new customers with higher conversion rates and better click-through rates than any other medium.”
Claire White, Marketing Services Manager, Figleaves
Customer acquisition and retention have always been the main objectives of Figleaves’ website. The company decided to start using Overture to drive pre-qualified leads and new prospects to its site.
• Potential customers are now targeted at the moment they are actively searching for lingerie online.
Search TermResearch &
Targeting
Drives Quantities
of Leads
Title & Description
Targeting
Drives Quality of
Leads
Landing Page Targeting
Drives Conversions
Three Steps to Success