Using Pay Per Click (PPC) To Generate Sales

Hall Web Services

Who We Are

Kasi GajtkowskiOrganic Search Managerkasi@hallme.com

Hall Web Serviceswww.hallme.com

• 10+ Years in Business• Over 80 Search Marketing Clients• 98% of Customers "Very Satisfied"

Got Questions?

• Use GoToWebinar “Chat” or “Ask a Question”

• Twitter with #SEOvision tag

About You:

What You'll Learn:

What PPC is and who it's best suited to What makes a PPC campaign successful Some tips on good landing pages and analyzing results

You manage a revenue-generating website You're considering PPC as a marketing tool You don't know what makes PPC different from SEO or whether it's right for you

• Banner Ads• Sponsored Posts• Pay Per Lead• Directory Listings• Pay Per Click

Types of Paid Advertising

• Well, you pay, per, um, click• Bid only on what you want• Highly focused (geographic,

time of day, etc.)• You set your budget• Highly trackable

What Makes Pay Per Click Unique

• Easy to get started• Highly targeted• Easy to demonstrate ROI

Pros of Pay Per Click

Cons of Pay Per Click

• Expensive• You have to keep paying• User bias toward organics

Organics + PPC

Organics + PPC

• People are more buy-oriented on PPC• Typically, you can get more competitive

keywords on PPC• Relevance (SEO) still matters – landing page

optimization• It’s all trackable, so you can learn what works

best from each method and adjust strategy to suit

• Easiest to demonstrate return with eCommerce (Google Analytics is rad!)

• B2B and long buying cycle is harder• Determine what “victory” is, and realize that it

may take some time for a visitor to become a conversion

Results – What to Expect

"The Big Three" Compared

• Biggest market share• Most expensive• Best ad platform• Best analytics out of box

• Second biggest (for now)

• Less expensive• Will be phased out by

2011

• Great results, but least traffic

• Less expensive• Microsoft is pursuing

aggressively

Is PPC Right For You?

• Time investment • Tracking and ongoing adjustments

essential• Money investment• Results vary depending on offer

and industry

Getting Started with PPC

• Determine a Budget - $500/mo bare minimum

• Engine(s)• Offer – What • Keywords• Geotargeting?

Anatomy of a Campaign

• Campaign – Overall settings, e.g. “US Store”

• Ad Groups – Groups of related keywords, e.g. “LCD monitors,” “printers”

• Keywords – What you actually bid on

• Ads – Getting People to Click!• Landing Page – The ultimate

goal

Landing Pages

• Offer something worth getting

• Don’t clutter the message

• Ask for as little as possible

• Draw people into your website when they convert!!

• Track, track, track

Tracking – The Set-up

• Google Analytics works beautifully with Google AdWords (surprise)

• Google Analytics can import data from Yahoo and Bing, too, you just need to tag links

• Code needs to appear on landing pages, is helpful on conversion pages and on conversion links

• Ad-side data: Clicks, cost, CTR, position, etc.

• Landing page data: # of conversions, bounce rate, etc.

• Comparison to organics

• A/B testing (Google Website Optimizer)

Tracking – What to Look For

Organics + PPC

Supplement your SEO campaign with:

• More Clicks

• More Information

• New Markets

• Marketing of short-term events

Weekly Webinars

Next week:

Amanda – Boost Your Rep! A Marketer's Approach to Getting Inbound Links

Two Weeks:

Jenika – What's a Web Strategy and Why Do I Need One?

Learn More!

Web Vision Blog - http://www.hallme.com/blog

Webinars – http://www.hallme.com/webinars

Follow Hall on Twitter - @Hall_Web

Call us! 1-877-425-5932 (HALL-WEB)

Email me: kasi@hallme.com

QUESTIONS?