MHABC AGM Presentation

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1 MHABC AGM Presentation

2 FINAL BRAND EXAMPLE MEMBER DECAL

3 WEBSITE MOCK UP

4 WHAT IS PAID SEARCH ADVERTISING Paid search Advertising Is the process of gaining traffic by purchasing ads on search engines (Google). It is sometimes referred to as CPC (cost-per-click) or PPC (pay-perclick) marketing, because most search ads are sold on a CPC/PPC basis.

5 WHAT IS PAID SEARCH ADVERTISING Pay Per Click Advertising

6 BENEFITS OF PAID SEARCH ADVERTISING

7 OUR STRATEGY Advertise Paid Search SEO Engage Display /Remarketing YouTube Analyze Google Analytics A/B Testing Reporting Get Leads!

8 CAMPAIGN STRUCTURE EXAMPLE Manufactured Homes Campaigns Text Display Remarketing Branded Ad Groups Keywords -New Homes -Rural Homes -BC Homes -Modular Homes -Low Cost Homes -New Homes -Rural Homes -BC Homes -Modular Homes Low Cost Homes -New Homes -Rural Homes -BC Homes -Modular Homes -Low Cost Homes --Location --Dealers Keyword 1 Keyword 2 Keyword 3... Keyword n

9 LOCATION TARGETING STRATEGY Location targeting (radius targeting): We recommend that as a target location, you choose the region where your customers live and where your business can serve them. We also suggest using radius targeting rather than city-based targeting as it has been proven to be more successful in bringing a sufficient level of traffic. Area shown is 50 km around Kamloops. As the account gains traffic week over week the targeted area can be modified according to overall account performance. Additionally, we can exclude specific cities from targeting, if that should become necessary.

10 AD COPY STRATEGY Why is good Ad Copy so important for AdWords? It is vital for your ads to be engaging and informative enough to bring those potential customers to your website, and most importantly to deter those users that are unlikely to convert. Having quality Ad Copy will improve the number of clicks against the number of times the ads appear. The better the click through rate (CTR), the higher the quality score. In turn, the higher the quality score,the lower the bid needed to reach a higher ad rank. In Summary, taking the time to write compelling and relevant ad copy will: - Target the right users - Increase traffic to the site (with quality users) - Maximize budget - Maximize clicks at a lower cost - Increase lead quality

11 AD COPY STRATEGY Paid Search Ads would be built according to what the user is searching for. These type of Ads would target a user in a different stage of the sales cycle, for example a very specific ad for a user that already knows what to buy (brand of Manufactured Home) vs. a more general Ad for a user that is not sure what is on the market. Example: Manufactured Homes BC

12 AD STRUCTURE EXAMPLE This is an example of an ad found in Google when we search for the term: Manufactured Homes BC. As we can see, the ad is utilizing sitelinksand a call extension. They should have location extension. Make your Ad Stand Out The main advantage of using sitelinksand ad extensions is to increase the size of the ad on the search results page. This makes the ad more visible to the user and allows the user to glean information about the Manufactured Homes even before they click the ad (such as their address or phone number which can be used by mobile users to dial the dealership directly).

13 KEYWORD STRATEGY Hybrid Keyword Strategy Conversion and Branding keyword strategies should be combined for optimal results. Ultimately the main goal is to get a Lead (conversion keyword strategy), but we also need to find new searches (branding keyword strategy) that could potentially become part of the conversion keyword strategy. We recommend to have at least 80 to 90% of the keywords dedicated to a conversion strategy and the other 20% to 10% for branding and awareness.

14 KEYWORD STRATEGY Refine your keyword basket As we start to gather information from the users, we start to refine the keyword basket and begin using more specific terms as the user switches from an informational "phase to a more sales ready phase. Keyword Strategy: Broad Terms (more impressions) More specific terms, could be a combination of broad match and phrase Long tail keywords and exact match Initial Research Refine Search Content Research Decision: LEAD!

15 LANDING PAGES In order to increase leads, it is important to optimize the way the website is presented to a potential customer. It has to be easy to navigate in order to get the user to interact as quickly as possible and get them to fill out the form in the landing page. The page a PPC ad points to is referred as the LANDING PAGE. It does not necessarily have to be the website s home page. We select the ads landing pages according to the category or campaign. This strategy will help reduce users bouncing of the website as they will be directed exactly to what they initially searched in Google. Having landing pages as relevant as possible to the ad and keyword list also affects how high the ad is ranked after the customer types in their search query.

16 GOOGLE DISPLAY NETWORK: DEFINITION What is the Google Display Network? Google s network for displaying sponsored ads besides its search engine. This can include YouTube, Google partnering websites, and other Google properties.

17 GOOGLE NETWORK DISPLAY BENEFITS Google Display Network advertising lets you: Create all types of ads text, image, interactive and video ads. Place those Ads on websites that are relevant to the home industry. Show those Ads to the people that are likely to be most interested. Manage and track your budget, campaigns and results as you go.

18 DISPLAY OUR STRATEGY Contextual Targeting Create highly targeted Image Ads. Combine highly related keywords with topics and Interests. Place the Ads on websites that are relevant to the people interested in homes. Location targeting targeted audience (only users that are most likely to be interested)

19 AD COPY STRATEGY Remarketing (also known as retargeting): Is the process of sending an automated follow-up to a user who left your web site without the desired results or is doing research on Manufactured HOmes In other words, Remarketing is simply a way for you to remind your customers of something they already want.

20 REMARKETING: HOW IT WORKS Example: Customer Visits your Website Customer is interested in finding a home

21 WHAT IS PAID SEARCH ADVERTISING We follow the Customer around for the next 100 days. Manufactured Homes Best Value! No Hassles! Learn More! The user sees your ad and clicks on it, directing them to a landing page with information on all the benefits of Manufactured Homes and dealer list

22 OVERALL STRATEGY ( Remarketing, Display & Search) -Search & Display campaigns: To drive primary traffic to the website. -Remarketing campaign: prevents losing leads through a leaky bucket. Remarketing gets you MORE out of the dollars that you re already spending. Display Search -Every Search campaign should have a complementary remarketing campaign to maximize & extend the lifetime value of the investment in search. Your Website Remarketing

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