Quality Over Quantity: Understanding consumer behaviour to maximise your ROI in a competitive market Mike Rogers Managing Director

Save this PDF as:
 WORD  PNG  TXT  JPG

Size: px
Start display at page:

Download "Quality Over Quantity: Understanding consumer behaviour to maximise your ROI in a competitive market Mike Rogers Managing Director www.optimize.co."

Transcription

1 Quality Over Quantity: Understanding consumer behaviour to maximise your ROI in a competitive market Mike Rogers Managing Director

2 Quality over Quantity look at how a quality-driven campaign means that your business will see maximum ROI help you understand the processes for improving the quality of your campaign look at the differentiators of demographic profiling and how understanding your audience better can improve your campaign explain what happens when consumers can't get what they want from a search engine give hints and tips on phrases and keywords look at purchases online and how many clicks end in purchases discuss search user promiscuity ask what does all this mean for the advertiser?

3 Microsoft adcenter Listings Sponsored Results

4 Improving ROI through Segmentation The key to maximising your ROI though the use of targeting is the identification and exploitation of segments. Some segments will yield: Higher conversion rates Greater customer value Greater lifetime value Better response to certain offers

5 Intelligent Segmentation & Targeting Delivers your ad to the right audience at the right time 1 Exclusive Targeting 2 Day of the week Time of the day Country and City Incremental Targeting Increase bid by: Age Gender Country and City Helps you reach your audience more cost effectively and increase your ROI

6 Keyword Research Tool: Car Insurance Identify who s searching on keywords

7 Keyword Research Tool: Car Insurance Identify where they live

8 Day & Time Part Targeting Show ads when you want

9 Improving ROI through Segmentation The key to maximising your ROI though the use of targeting is the identification and exploitation of segments. Some segments will yield: Higher conversion rates Greater customer value Greater lifetime value Better response to certain offers May be able to afford higher bids & Higher bids may mean greater volume.

10 Target the Ad to Your Audience How do you reach two very different segments searching for "Financial Planning" Needs Retirement Advice Needs to Save for Her First House Financial Planning Get advice on making retirement planning easy. Financial Planning Get advice on making your first home purchase. Incremental Targeting Incremental Targeting

11 What Determines Ad Quality? Historic Clickthrough Rate (CTR) Encourage clickthroughs with effective Call to Action, low prices etc Relevancy of Ads Are query keywords included in the ad? Other Factors Do keywords exist on the landing page?

12 Ad Quality Influences Ad Position Your ad position is always based on a combination of your bid, your clickthrough rate (CTR), relevance, and other factors. If you increase your bid for users who match your targets, that can affect your ad position.

13 Raising Quality Beyond Segmentation Greater Relevancy = Higher Quality Higher Quality = Lower Cost per Click (CPCs) and/or Higher Ad Rankings Keyword considerations: Tighter keyword matching Exact, Phrase, Broad Include keywords in ad creative (Dynamic Keyword Insertion) Include target keywords on landing pages

14 When Consumers Can t Find They scroll down the page They click through to the next page However 30.5% interchange between search engines 13% use different search engines for different types of searches 57% refine their search query Source: iprospect Survey

15 The Long Tail of Keywords 1 Word 24.76% 2 Words 29.22% 3 Words 24.33% 4 Words 12.34% 5 Words 6 Words 7 Words 2.21% 0.94% 5.43% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%

16 Search Behaviour & The Buying Cycle london

17 Understanding Search Behaviour Keyword 24Hrs Competing personal injury 471 4,800,000 personal injury lawyer ,000 personal injury lawyers 203 1,250,000 personal injury lawsuit ,300 personal injury investigation personal injury settlements ,900 personal injury claim ,000 workplace accidents 86 97,900 personal injury cases ,000 accident claims ,000 injury claims ,000 personal injury advice 60 7,470 personal injury compensation ,000 no win no fee ,000 personal injury settlement 51 57,300 accident at work 51 82,500 injury compensation ,000 accident compensation ,000 insurance accident claim 37 4,260 personal injury solicitors ,000 compensation claim ,000 personal injury lawsuits 29 66,400 accident claim ,000 accident compensation claim 20 70,700 accidents at work ,000 motorbike accident claim motorbike accident claims Awareness 8.7%* workplace accident motorbike accident Research 68.3% personal injury advice injury claim Decision 42.6% personal injury lawyer no win no fee Action 28.2% personal injury lawyers manchester * Percentage who would use a search engine Source: Enquiro Into the Mind of the Searcher

18 The Long Tail of Keywords Tighter Targeting = Higher Quality Less Competitive = Lower CPCs = Greater ROI However, More Keywords DOES NOT Mean Higher Spend

19 Power of Brand Names Kodak brand name in titles and descriptions generated higher CTRs. Increased CTRs when Kodak brand used in camera modelrelated searches. DX4330 Cameras CTR: 5.7% Search: [dx4330] Kodak DX4330 Cameras CTR: 6.6% Search: [digital camera accessories] Kodak Camera Accessories CTR: 1.0% Digital Camera Accessory CTR: 2.1% The Kodak brand name was omitted for digital camera accessories. CTRs were higher and online orders for accessories increased.

20 Power of Established Brands Search: [mailing lists] UK Business Mailing Lists from Yell Data from Yell Data CTR: 5.3% UK Business Mailing Lists from Yell Data from Yell.com CTR: 5.6% UK Business Mailing Lists from Yell Data from the publishers of Yellow Pages CTR: 6.7% Yellow Pages is Trademarked in the UK

21 Product Names & Targeted Searches Search: [dx4330] Kodak Digital Cameras CTR: 1.1% Use of product names in ad titles and descriptions resulted in higher CTRs. For product-related searches, the use of product names in titles and descriptions typically improves conversion rates DX4330 Cameras CTR: 5.7% DX4330 Digital Cameras CTR: 6.1% Kodak DX4330 Cameras CTR: 6.6%

22 Positioning & Order of Keywords Users were nearly 50% more likely to click on listings in which the keyword was included in both the title and description. Source: AC Nielsen When the keyword is included at the beginning of the title and within the description, users rated the quality of the site 60% higher. Source: AC Nielsen Search: [dx4330] Kodak DX4330 Cameras CTR: 6.6% DX4330 Kodak Cameras CTR: 6.8%

23 Campaign Objectives, Relevancy & ROI Many titles and descriptions were targeted and relevant to products and services on offer to maximise ROI not CTR. Search [digital cameras] Digital Cameras digital cameras CTR: Not Tested Kodak Digital Cameras digital cameras CTR: 1.1% Search: [mailing lists] Mailing Lists from Yell Data from the publishers of Yellow Pages CTR: Not Tested UK Business Mailing Lists from Yell Data from the publishers of Yellow Pages CTR: 6.7%

24 Prices & Price-Related Keywords Keyword Alternatives Untapped Opportunities Search: [Keywords = Titles] Low Digital Camera Prices CTR: 1.5% Low Cost Digital Cameras CTR: 10.5% Discounted Digi Cameras CTR: 5.2% Digital Camera Bargains CTR: 6.0% Low Price Digital Cameras CTR: 2.7% Discount Digital Cameras CTR: 6.0% Bargain Digital Cameras CTR: 11.7% Relative Prices Click Motivators for Cheaper Deals [low price ] [cheap ] [cheapest ] Low Price Digital Cameras CTR: 2.7% Cheap Digital Cameras CTR: 5.3% Lower Price Digi Cameras CTR: 3.2% Cheaper Digital Cameras CTR: 6.7% Cheaper Digital Cameras CTR: 23.8%

25 Understanding Motivations to Search & Click Why Online Shoppers Use Shopping Search Engines C an compare prices quickly 73% C an compare products 54% Can find stores selling the product they are looking for 45% Lowers the risk of making a bad purchase 28% Can find the most popular products C an compare the reputations of online stores 27% 25% C an narrow product choices 25% Source: ForeSee Results US Survey Thinking Differently Untapped Opportunities [digital camera prices] Low Digital Camera Prices Kodak CTR: 1.7% Compare Digi Cam Prices Kodak CTR: 3.0%

26 Seasonal Keywords & Motivators to Click Pre-Christmas Delivery was Important [kodak digital cameras] Kodak Digital Cameras free delivery CTR: 5.2% Kodak Digital Cameras guaranteed delivery CTR: 5.7% Seasonal Variations in Price-Related Searches [cheap digital cameras] Pre-Christmas Cheap Digital Cameras CTR: 4.8% New Year Cheap Digital Cameras CTR: 6.2% New Year Sale Greater Emphasis on Price Search: [Keywords = Titles] Best Buy Digital Cameras CTR: 6.4% Digital Camera Clearance CTR: 22.2% Digital Camera Sale CTR: 7.9% Digi Cam Clearance Sale CTR: 25.0%

27 Effective Calls to Action Buy Online Making it Easier UK business mailing lists Download CTR: 8.6% Search: [business mailing lists] Buy UK business mailing lists Download CTR: 9.2% UK business mailing lists Buy online and download CTR: 9.5% Immediate Download Making it Quicker Search: [business mailing lists] mailing lists Buy online and download CTR: 9.5% mailing lists Buy online with immediate download CTR: 9.9%

28 Other Considerations Users were over 50% more likely to click on listings with a factual title and description versus a salesy listing. Source: Study conducted by AC Nielsen Avoided hype/gimmicks, superlatives & subjective words Ads were kept simple - short sentences Capitalised on variations between services plurals, word order Capitalised on regional searches [digital cameras uk] Tested Time-Limited Incentives to Click Limited Offer Sale Ends

29 Testing - Critical to Success A Small Improvement in Browse-to-Buy Conversion Can Have a Big Impact on Profitability Test Call to Action Solve a Problem Save Money Save Time Independent Endorsement Provide Guarantee Test Offers Free or Guaranteed Delivery Half Price or 50% Off Test Pricing Split Testing to Different Prices / Promotional Offers Tracking URLs Google AdWords -Low Risk Testing Test One Change at a Time

30 Microsoft adcenter Reporting

31 Quality Reporting Vital to Success Analysis and audience profile reports Demographic profiles Trends of keywords and campaigns Click and impression tracking Monitor daily and monthly spend Reporting helps you make decisions more intelligently and refine your campaigns to increase conversion

32 Higher Conversion Rates Search through Microsoft adcenter converted clickthroughs into sales at a higher rate than either Google or Yahoo. 57% higher than Google 48% higher than Yahoo! adcenter converts more and gives higher ROI Conversion Rates of Major Search Engines WebSideStory, Feb 06

33 Targeting Strategies Help to Reduce waste Target the best customers Improve your messages and offers Be more aggressive when it matters Increase Clickthrough Rates Increase profit Maximise ROI

34 Quality Over Quantity: Understanding consumer behaviour to maximise your ROI in a competitive market Mike Rogers Managing Director

A SIMPLE GUIDE TO PAID SEARCH (PPC)

A SIMPLE GUIDE TO PAID SEARCH (PPC) A SIMPLE GUIDE TO PAID SEARCH (PPC) A jargon-busting introduction to how paid search can help you to achieve your business goals ebook 1 Contents 1 // What is paid search? 03 2 // Business goals 05 3 //

More information

Top Tips for Running An Effective PPC Campaign. British Business Show : Google Workshops

Top Tips for Running An Effective PPC Campaign. British Business Show : Google Workshops Top Tips for Running An Effective PPC Campaign British Business Show : Google Workshops INTRODUCTION Hello Top 10 tips to help your PPC campaigns Focus on Google Adwords Questions? 1: KEYWORD RESEARCH

More information

Pay Per Click workbook. Sub-title here

Pay Per Click workbook. Sub-title here Pay Per Click workbook Sub-title here Pay Per Click workbook This workbook has been written by James Pennington of the National B2B Centre to guide the business user through the intricacies of creating

More information

7 Tips for Google AdWords Optimisation. By Ferdie Bester

7 Tips for Google AdWords Optimisation. By Ferdie Bester 7 Tips for Google AdWords Optimisation By Ferdie Bester 1. Set a single clear objective for your AdWords campaign With any marketing campaign you need to set an objective before your start. The same holds

More information

ROI-Based Campaign Management: Optimization Beyond Bidding

ROI-Based Campaign Management: Optimization Beyond Bidding ROI-Based Campaign Management: Optimization Beyond Bidding White Paper October 2009 www.marinsoftware.com Executive Summary The major search engines get paid only when an ad is clicked. Their revenue is

More information

Quick check on your Adwords optimization (Basic)

Quick check on your Adwords optimization (Basic) Written by Aji Issac when he was heading DA web warkting team Quick check on your Adwords optimization (Basic) Introducing you to some of the important sections of adwords. I am expecting a lot of queries

More information

Media: Where to find your buyers searching for a solution to a problem

Media: Where to find your buyers searching for a solution to a problem The Trinity of Direct Response Market: Who is buying what Media: Where to find your buyers searching for a solution to a problem Message: The offer of your product or service tailored to each Market/Media

More information

Computational advertising

Computational advertising Computational advertising Kira Radinsky Slides based on material from: Ronny Lempel Placement in Search Engines With the increased economic impact of the Web, it is crucial for businesses to have high

More information

The ABCs of AdWords. The 49 PPC Terms You Need to Know to Be Successful. A publication of WordStream & Hanapin Marketing

The ABCs of AdWords. The 49 PPC Terms You Need to Know to Be Successful. A publication of WordStream & Hanapin Marketing The ABCs of AdWords The 49 PPC Terms You Need to Know to Be Successful A publication of WordStream & Hanapin Marketing The ABCs of AdWords The 49 PPC Terms You Need to Know to Be Successful Many individuals

More information

Studying the international way. in Practice. Professor (FH) Mag. Christian Maurer. IOETI Conference, El Gouna, Dec 2009

Studying the international way. in Practice. Professor (FH) Mag. Christian Maurer. IOETI Conference, El Gouna, Dec 2009 Studying the international way SearchEngine Marketing in Practice Professor (FH) IOETI Conference, El Gouna, Dec 2009 Agenda SEM as part of the marketing mix How does SEM work Setting the goals Website

More information

SEARCH MARKETING FOR SMALL BUSINESSES

SEARCH MARKETING FOR SMALL BUSINESSES SEARCH MARKETING FOR SMALL BUSINESSES How to ensure your business stays visible in the new online landscape FOREWORD WHAT IS SEARCH MARKETING? Setting up a website to represent your business is vital in

More information

smart. uncommon. ideas.

smart. uncommon. ideas. smart. uncommon. ideas. EXECUTIVE OVERVIEW In October 2009, Google introduced a new beta feature in AdWords called ad extensions, which allows major advertisers to display additional links - up to four

More information

Pay Per Click Marketing

Pay Per Click Marketing WHITE PAPER August 2009 Pay Per Click Marketing Drive Leads and Sales the Cost Efficient Way Introduction Pay Per Click is one of the most cost effective marketing tools available, and can generate instant

More information

DIGITAL MARKETING BASICS: PPC

DIGITAL MARKETING BASICS: PPC DIGITAL MARKETING BASICS: PPC Search Engine Marketing (SEM) is an umbrella term referring to all activities that generate visibility in search engine result pages (SERPs) through the use of paid placement,

More information

How. B2B Companies. Can Generate More Demand and Better Leads at Less Cost

How. B2B Companies. Can Generate More Demand and Better Leads at Less Cost How B2B Companies Can Generate More Demand and Better Leads at Less Cost A How B2B Companies Can Generate More Demand and Better Leads at Less Cost As many B2B marketers already know, it is important to

More information

Introduction to Pay Per Click

Introduction to Pay Per Click Introduction to Pay Per Click What is Pay-Per-Click Advertising? The advertising model which charges by the click as opposed to previous models which charged by CPM Most commonly known for being text ads

More information

Web Advertising 1 2/26/2013 CS190: Web Science and Technology, 2010

Web Advertising 1 2/26/2013 CS190: Web Science and Technology, 2010 Web Advertising 12/26/2013 CS190: Web Science and Technology, 2010 Today's Plan Logistics Understanding searchers (Commercial Perspective) Search Advertising Next project: Google advertising challenge

More information

7 THINGS YOU NEED TO KNOW BEFORE TRYING GOOGLE ADWORDS

7 THINGS YOU NEED TO KNOW BEFORE TRYING GOOGLE ADWORDS 7 THINGS YOU NEED TO KNOW BEFORE TRYING GOOGLE ADWORDS Discover how Google AdWords works and learn how to plan before investing in pay per click marketing to give your business the best chance of success.

More information

Pay Per Click Marketing Specialists

Pay Per Click Marketing Specialists Pay Per Click Marketing Specialists INTRODUCTION Welcome to Ocatio s Pay Per Click overview! We have produced this brochure in the hope that it will show you how Ocatio operates once we have taken over

More information

PPC - Pay Per Click. What it is and how to build a successful campaign. A Publication of Digital Marketing Experts theeword

PPC - Pay Per Click. What it is and how to build a successful campaign. A Publication of Digital Marketing Experts theeword PPC - Pay Per Click What it is and how to build a successful campaign A Publication of Digital Marketing Experts theeword Introduction This guide provides a brief introduction to PPC, helping businesses

More information

Insurance vertical insights DNA Asia Landscape, key trends and recommendations

Insurance vertical insights DNA Asia Landscape, key trends and recommendations Insurance vertical insights DNA Asia Landscape, key trends and recommendations Executive summary Insurance vertical analysis Bing Advertisers focused on the insurance vertical have seen approximately 2x

More information

Writing Effective Ad Copy for Your Paid Search Campaigns For more information or questions, please contact us at www.morevisibility.

Writing Effective Ad Copy for Your Paid Search Campaigns For more information or questions, please contact us at www.morevisibility. Writing Effective Ad Copy for Your Paid Search Campaigns For more information or questions, please contact us at www.morevisibility.com 1 Writing effective advertising copy is one of the most important

More information

DISCOVER NEW BUSINESS WITH PAID SEARCH.

DISCOVER NEW BUSINESS WITH PAID SEARCH. DISCOVER NEW BUSINESS WITH PAID SEARCH. Paid Search marketing can put your dealership s website at the top of search engine rankings. Search is the # 1 resource used by today s digital driver. 2 Consumers

More information

HOW TO MAKE PAID SEARCH PAY OFF

HOW TO MAKE PAID SEARCH PAY OFF HOW TO MAKE PAID SEARCH PAY OFF PAY PER CLICK MARKETING STRATEGY Paid search marketing is one of the most effective marketing tools ever developed because of how targeted and flexible it can be. Google,

More information

THE 20-MINUTE PPC WORK WEEK MAKING THE MOST OF YOUR PPC ACCOUNT IN MINIMAL TIME

THE 20-MINUTE PPC WORK WEEK MAKING THE MOST OF YOUR PPC ACCOUNT IN MINIMAL TIME THE 20-MINUTE PPC WORK WEEK MAKING THE MOST OF YOUR PPC ACCOUNT IN MINIMAL TIME THE 20-MINUTE PPC WORK WEEK MAKING THE MOST OF YOUR PPC ACCOUNT IN MINIMAL TIME If you look at the pay-per-click (PPC) marketing

More information

Understand how PPC can help you achieve your marketing objectives at every stage of the sales funnel.

Understand how PPC can help you achieve your marketing objectives at every stage of the sales funnel. 1 Understand how PPC can help you achieve your marketing objectives at every stage of the sales funnel. 2 WHO IS THIS GUIDE FOR? This guide is written for marketers who want to get more from their digital

More information

[Checklist] Audit Your Pay-Per-Click (PPC) Advertising

[Checklist] Audit Your Pay-Per-Click (PPC) Advertising [Checklist] Audit Your Pay-Per-Click (PPC) Advertising NOTE: Many tools and features referenced apply to Google AdWords only, as it provides the majority of analysis and optimization tools. Also, Google

More information

Reasons you might think Google AdWords is not for you.

Reasons you might think Google AdWords is not for you. Reasons you might think Google AdWords is not for you. Think AdWords is not right for your business? Here are some reasons you might want to think again. Google AdWords is too expensive Small businesses

More information

MHABC AGM Presentation

MHABC AGM Presentation MHABC AGM Presentation FINAL BRAND EXAMPLE MEMBER DECAL WEBSITE MOCK UP WHAT IS PAID SEARCH ADVERTISING Paid search Advertising Is the process of gaining traffic by purchasing ads on search engines (Google).

More information

OPTIMIZE YOUR BUSINESS WITH SUCCESSFUL ONLINE ADVERTISING & ADWORDS GENERATION

OPTIMIZE YOUR BUSINESS WITH SUCCESSFUL ONLINE ADVERTISING & ADWORDS GENERATION OPTIMIZE YOUR BUSINESS WITH SUCCESSFUL ONLINE ADVERTISING & ADWORDS GENERATION 1 Table of Contents 1. Introduction to online advertising and Adwords... 3 2. What should we look out for... 4 3. Diversified

More information

Google AdWords PPC Advertising

Google AdWords PPC Advertising Wordtracker Masterclass: Google AdWords PPC Advertising Step-by-step guide to profitable pay per click campaigns by Ian Howie Contents Why you need to read this book 7 Chapter 1: The Power of Pay Per Click

More information

Pay per click advertising

Pay per click advertising Pay per click advertising What pay per click (PPC) advertising? PPC is a type of advertising offered by search engines or other websites, in which advertisers pay the provider only when an advert is clicked

More information

Presentation Topics. Google s Ad Distribution Network. Primary Benefits of AdWords. Online Advertising Stats and Trends

Presentation Topics. Google s Ad Distribution Network. Primary Benefits of AdWords. Online Advertising Stats and Trends Presentation Topics Introduction to AdWords Google s Ad Distribution Network Primary Benefits of AdWords Online Advertising Stats and Trends Appendix: Basic AdWords Features What is Google? Google has

More information

Internet Marketing Implementation Course MKTG13; 3 Days, Instructor-led

Internet Marketing Implementation Course MKTG13; 3 Days, Instructor-led Internet Marketing Implementation Course MKTG13; 3 Days, Instructor-led Course Description A comprehensive internet marketing training course that covers Social Media, SEO, Email Marketing, PPC, Conversion

More information

Campaign and Ad Group Management. Google AdWords Fundamentals

Campaign and Ad Group Management. Google AdWords Fundamentals Campaign and Ad Group Management Google AdWords Fundamentals Question: When a Campaign is Pending what does this mean? Question: When a Campaign is Pending what does this mean? ANSWER: IT MEANS THE CAMPAIGN

More information

The beginner s guide to acquiring customers

The beginner s guide to acquiring customers E-book The beginner s guide to acquiring customers You can control your stock. You can choose the design of your store. You can even hire your own staff. But one thing you can t do is make people buy.

More information

Search Engine Marketing (SEM) with Google Adwords

Search Engine Marketing (SEM) with Google Adwords Search Engine Marketing (SEM) with Google Adwords Account Setup A thorough account setup will ensure that your search engine marketing efforts are on a solid framework. This ensures the campaigns, ad groups

More information

How to Use Google AdWords

How to Use Google AdWords Web News Apps Videos Images More Search Tools How to Use Google AdWords A Beginner s Guide to PPC Advertising How to Use Google AdWords offers.hubspot.com/google-adwords-ppc Learn how to use Google AdWords

More information

Search Engine Promotion

Search Engine Promotion Search Engine Promotion Pay Per Click (PPC) Guide Copyright Reason 8 Limited 1 Pay Per Click Overview Pay Per Click advertising can generate a significant amount of quality traffic for your web site. It

More information

5 STEP WEB-TO-LEAD CONVERSION

5 STEP WEB-TO-LEAD CONVERSION Marketing Expertise - Topic Two: What Contractors Need to Know About Online Lead Conversion 5 STEP WEB-TO-LEAD CONVERSION Learn what every home remodeling contractor should know about online lead generation.

More information

PPC Keyword Match Types. White Paper. DaBrian Marketing Group, LLC

PPC Keyword Match Types. White Paper. DaBrian Marketing Group, LLC PPC Keyword Match Types White Paper DaBrian Marketing 10/21/2013 2 PPC Keyword Match Types - White Paper Pay per Click (PPC) advertising can be one of the most efficient and effective forms of Internet

More information

Here are our Pay per Click Advertising Packages:

Here are our Pay per Click Advertising Packages: Did you know that PPC is the fastest way to drive instant traffic to your website? What can your website do without traffic? Without traffic, you are losing time, opportunities and money to your competition.

More information

to get more customers online

to get more customers online ONLINE MARKETING WITH 25 MARKETING TIPS & TRICKS to get more customers online @ 2015 ReachLocal, Inc. All Rights Reserved. REACHLOCAL is a registered trademark. reachlocal.com 1 In the perfect world, getting

More information

How to Dominate Your Local Market Online Now

How to Dominate Your Local Market Online Now How to Dominate Your Local Market Online Now Get Leads Contacting You For Your Products And Services Quickly and Accurately Like A Gunslinger with Local PPC Who Jesse Anema? I am the owner and founder

More information

5 Reasons to Use Paid Search Advertising

5 Reasons to Use Paid Search Advertising e B O O K 5 Reasons to Use Paid Search Advertising According to a May 2011 Pew Internet survey, 92% of online adults use search engines to find information on the Web, including 59% who do so on a typical

More information

The 8 Key Metrics That Define Your AdWords Performance. A WordStream Guide

The 8 Key Metrics That Define Your AdWords Performance. A WordStream Guide The 8 Key Metrics That Define Your AdWords Performance A WordStream Guide The 8 Key Metrics That Define Your Adwords Performance WordStream Customer Success As anyone who has ever managed a Google AdWords

More information

COMMERCIAL INTENT HOW TO FIND YOUR MOST VALUABLE KEYWORDS

COMMERCIAL INTENT HOW TO FIND YOUR MOST VALUABLE KEYWORDS COMMERCIAL INTENT HOW TO FIND YOUR MOST VALUABLE KEYWORDS COMMERCIAL INTENT HOW TO FIND YOUR MOST VALUABLE KEYWORDS High commercial intent keywords are like invitations from prospective customers. They

More information

Financial Services and Insurance. Get more out of your mobile campaigns

Financial Services and Insurance. Get more out of your mobile campaigns Financial Services and Insurance Get more out of your mobile campaigns Table of contents Mobile user behavior trends: Financial Services State of financial services mobile advertising Bing Network marketplace

More information

Improving PPC Search Engine Campaign Results Using Generic Domain Names

Improving PPC Search Engine Campaign Results Using Generic Domain Names Improving PPC Search Engine Campaign Results Using Generic Domain Names Executive Summary A challenge for online marketers is getting more clicks out of their pay-per-click search engine campaigns. One

More information

Adwords 100 Success Secrets. Google Adwords Secrets revealed, How to get the Most Sales Online, Increase Sales, Lower CPA and Save Time and Money

Adwords 100 Success Secrets. Google Adwords Secrets revealed, How to get the Most Sales Online, Increase Sales, Lower CPA and Save Time and Money Adwords 100 Success Secrets Google Adwords Secrets revealed, How to get the Most Sales Online, Increase Sales, Lower CPA and Save Time and Money Adwords 100 Success Secrets Copyright 2008 Notice of rights

More information

Essential Guide Cross Border Trade. Cross Border Trade. The Essential Guide. www.nmplondon.com

Essential Guide Cross Border Trade. Cross Border Trade. The Essential Guide. www.nmplondon.com 0 The Essential Guide 2015 2015 Net Net Media Media Planet Planet Ltd. Ltd. All Rights All Rights Reserved. 1 Executive Summary For UK businesses with strong brands and high export potential, expanding

More information

WSI White Paper. Prepared by: Ron Adelman Search Marketing Expert, WSI

WSI White Paper. Prepared by: Ron Adelman Search Marketing Expert, WSI Don t Leave Your Money on the Table WSI White Paper Prepared by: Ron Adelman Search Marketing Expert, WSI Introduction When was the last time that you looked online for a product or service? What stood

More information

VP Inbound Marketing HubSpot. Twitter: @mvolpe

VP Inbound Marketing HubSpot. Twitter: @mvolpe How to Get the Most From Pay Per Click Marketing Mike Volpe VP Inbound Marketing HubSpot Twitter: @mvolpe Outbound Marketing 800-555-1234 Annoying Salesperson Inbound Marketing Blog SEO Social Media Rethinking

More information

SOCIAL MEDIA MARKETING TRAINING PROGRAMME E BOOK #8 SEO

SOCIAL MEDIA MARKETING TRAINING PROGRAMME E BOOK #8 SEO SOCIAL MEDIA MARKETING TRAINING PROGRAMME E BOOK #8 SEO WHAT IS SEARCH ENGINE OPTIMIZATION? When you type a word into a search engine like Google, it can show you a great many websites that contain the

More information

Advertising online. Where to advertise online

Advertising online. Where to advertise online Advertising online Advertising on the Internet can be an important part of an online marketing strategy, helping to drive traffic to a website. Research shows that online advertising works well with other

More information

Advertising and Marketing Tips

Advertising and Marketing Tips Advertising and Marketing Tips 1. The first and most important step is to have a domain registration portal on or linked to your website. You can either use our private label or have your own API. By having

More information

ARE YOU SPENDING YOUR PPC BUDGET WISELY? BEST PRACTICES AND CREATIVE TIPS FOR PPC BUDGET MANAGEMENT

ARE YOU SPENDING YOUR PPC BUDGET WISELY? BEST PRACTICES AND CREATIVE TIPS FOR PPC BUDGET MANAGEMENT ARE YOU SPENDING YOUR PPC BUDGET WISELY? BEST PRACTICES AND CREATIVE TIPS FOR PPC BUDGET MANAGEMENT In pay-per-click marketing, as with so many things in life, you have to spend money to make money. But

More information

PPC: THE PAST, PRESENT & FUTURE OF CUSTOMER CONVERSION YOUR LOCAL MARKETING PARTNER

PPC: THE PAST, PRESENT & FUTURE OF CUSTOMER CONVERSION YOUR LOCAL MARKETING PARTNER PPC: THE PAST, PRESENT & FUTURE OF CUSTOMER CONVERSION Mobile ads will represent 20% of all spending on search advertising by 2013. (Adobe 2012) CONSUMER PROGRESSION THE EVOLVING PATH TO PURCHASE In the

More information

Autumn 2009 Seminar Series Search Engine Marketing

Autumn 2009 Seminar Series Search Engine Marketing Autumn 2009 Seminar Series Search Engine Marketing Gordon Savage Snr. Solutions Consultant, Omniture The Evolution of Paid Search Management Automated Bid Management First bid rule system launched to automatically

More information

Adwords & Online Marketing

Adwords & Online Marketing Adwords & Online Marketing #LexisSeminar Join in the discussion LexisClick s vision The digital marketing experts for ambitious SMEs on their journey to becoming market leaders Introduction to LexisClick

More information

Online Marketing Briefing: Google Instant

Online Marketing Briefing: Google Instant Online Marketing Briefing: Google Instant Instant Search is a major new development from Google and there have been a number of scare stories online about the effects this may have on the various aspects

More information

GUIDE TO GOOGLE ADWORDS

GUIDE TO GOOGLE ADWORDS GUIDE TO GOOGLE ADWORDS How to use Google Adwords to drive relevant traffic to your website 2 April 2012 Version 1.0 Contents Contents 2 Introduction 4 Skill Level 4 Terminology 4 Video Tutorials 5 What

More information

The 9 Most Expensive Mistakes Found in AdWords Audits

The 9 Most Expensive Mistakes Found in AdWords Audits The 9 Most Expensive Mistakes Found in AdWords Audits By: Jeff Mette The biggest advantage to Google AdWords also seems to be its biggest challenge for advertisers: learning how to track and report the

More information

Ads Optimization Guide

Ads Optimization Guide Ads Optimization Guide Table of contents Take your campaigns to the next level 03 04 Optimizing Bids 10 Key drivers for advertising success 04 05 Landing Pages 11 01 Creating Multiple Campaigns 05 Tracking

More information

Chapter 1: Learning the basics of a Google AdWords Campaign

Chapter 1: Learning the basics of a Google AdWords Campaign HOWT OS ETUP GOOGL EADWORDS F ORYOURBARORREST AURANT Chapter 1: Learning the basics of a Google AdWords Campaign First, Create a Killer Keyword List Before you even jump into the AdWords interface, you

More information

Marketing Online: How to Get Found, Generate Leads, and Convert Customers

Marketing Online: How to Get Found, Generate Leads, and Convert Customers Marketing Online: How to Get Found, Generate Leads, and Convert Customers July 21, 2010 NFIB Webinar About Web.com at: www.nfib.com/webdotcom 2 What We Will Cover In This Webinar 1. How to Claim A Google

More information

Introducing Bing Shopping Campaigns beta

Introducing Bing Shopping Campaigns beta Introducing Bing Shopping Campaigns beta Bing Shopping Campaigns beta // available by invite only Launches in the US this summer. Most consumers shop and buy online 90% 83% of US consumers browsed, researched

More information

Meet the Refs! Download your own copy of this ebook: http://info.localsearchgroup.com/search-engineadvertising-playbook

Meet the Refs! Download your own copy of this ebook: http://info.localsearchgroup.com/search-engineadvertising-playbook SEA Playbook, 2 of 31 Meet the Refs! Download your own copy of this ebook: http://info.localsearchgroup.com/search-engineadvertising-playbook For other up-to-date info in automotive digital marketing,

More information

PPC: 101 Search Engine Advertising

PPC: 101 Search Engine Advertising PPC: 101 Search Engine Advertising Dana Todd, CMO of Newsforce and Chairperson of SEMPO Search Engine Strategies NEW YORK 2008 Before you spend one more dollar Take time to review all the training materials

More information

AdWords Explained in 876 Words PPC Audit XMen

AdWords Explained in 876 Words PPC Audit XMen AdWords Explained in 876 Words PPC Audit XMen Thanks to an unexpected Amazon.com gift card from a consulting client, I ve been reading Tim Ferriss new book, The Four Hour Chef. Now, honestly, I have no

More information

Digital Marketing: Strategies & Measurement

Digital Marketing: Strategies & Measurement 1 Digital Marketing: Strategies & Measurement 2 Overview of Terms Bounce = single page visit Click = an advertisement interaction Visit = a user to your website Impression = an advertisement is shown Click-through

More information

Search Engine Marketing. Agency and Client Perspectives

Search Engine Marketing. Agency and Client Perspectives 1 Search Engine Marketing Agency and Client Perspectives But First About SMG Search A dedicated search marketing unit of Starcom MediaVest Group Specialty: Paid and natural search, with an emphasis on

More information

PPC Plan Proposal. Exioms - "Dream Never Sleep"

PPC Plan Proposal. Exioms - Dream Never Sleep PPC Plan Proposal PPC Program involves managing ad campaigns, selecting the right keywords and the right bid to ensure not only a high click rate but one that ensures high conversions rate also, understanding

More information

Internet Marketing Guide

Internet Marketing Guide Internet Marketing Guide Contents 1. Internet Marketing 2. ROI 3. High Rankings 4. Internet Marketing: Techniques and options 5. Google PPC 6. Landing Pages 7. Conversions and Usability 8. SEO 9. Onsite

More information

Creative Dynamic Marketing

Creative Dynamic Marketing Creative Dynamic Marketing ROI MAKES A BUSINESS SUCCESSFUL. THE CHOICE OF BUSINESS IS UP TO YOU. We help businesses succed via dynamic Internet marketing strategies. Launching a website is just the beginning

More information

Are you going after new markets or bringing them to you?

Are you going after new markets or bringing them to you? PPC Campaign Management Service Details Are you going after new markets or bringing them to you? PPC Program involves managing ad campaigns, selecting the right keywords and the right bid to ensure not

More information

The 20-Minute PPC Work Week. Making the Most of Your PPC Account in Minimal Time. A WordStream Guide

The 20-Minute PPC Work Week. Making the Most of Your PPC Account in Minimal Time. A WordStream Guide The 20-Minute PPC Work Week Making the Most of Your PPC Account in Minimal Time A WordStream Guide The 20-Minute PPC Work Week WordStream Customer Success Making the Most of Your PPC Account in Minimal

More information

5 Essential Tips For App Marketing On Facebook How to make Facebook app ads an effective part of your marketing strategy

5 Essential Tips For App Marketing On Facebook How to make Facebook app ads an effective part of your marketing strategy 5 Essential Tips For App Marketing On Facebook How to make Facebook app ads an effective part of your marketing strategy Data fueled mobile marketing www.fiksu.com Before We Begin! To fully capitalize

More information

WorkingClix TM. In strategic partnership with

WorkingClix TM. In strategic partnership with Results are never click deep WorkingClix TM 1 Impressions Clicks 2 User Activity Optimization 4 3 Dedicated Landing Pages Conversion Tracking 5 6 ROI Analysis The WorkingClix Advantage Standard Campaign

More information

Basic Google AdWords Instructors: Alice Kassinger

Basic Google AdWords Instructors: Alice Kassinger Basic Google AdWords Instructors: Alice Kassinger Class Objectives: Learn how Google AdWords can help with your marketing and branding goals Discuss AdWords account structures Create an Adwords Account,

More information

you work to improve your website in order to naturally (with- Internet Marketing is also known as Online Marketing, is a gen-

you work to improve your website in order to naturally (with- Internet Marketing is also known as Online Marketing, is a gen- I NTERNET M A R K E T I N G B O O K L E T R E S E L L E R P R O G R A M CONTENTS 1 WHAT IS INTERNET MARKETING? 2 WHAT ARE ALL THESE TERMS (CTR, CPC, PPC)? 3 WHERE SHOULD I ADVERTISE? 4 HOW DO I CHOOSE

More information

Ready, Aim, Fire. Online Marketing Campaign Planning & Management. Mark Sceats & Chris Adams

Ready, Aim, Fire. Online Marketing Campaign Planning & Management. Mark Sceats & Chris Adams RTONZ Online Marketing Program Capabilities & Benchmarking Ready, Aim, Fire Online Marketing Campaign Planning & Management Mark Sceats & Chris Adams RTONZ Online Marketing Program Facilitated by: Miles

More information

Search Engine Optimization and Pay Per Click Building Your Online Success

Search Engine Optimization and Pay Per Click Building Your Online Success Search Engine Optimization and Pay Per Click Building Your Online Success Jennifer Shaheen The Technology & emarketing Therapist www.technologytherapy.com You Will Learn How consumers currently search

More information

Technical challenges in web advertising

Technical challenges in web advertising Technical challenges in web advertising Andrei Broder Yahoo! Research 1 Disclaimer This talk presents the opinions of the author. It does not necessarily reflect the views of Yahoo! Inc. 2 Advertising

More information

The Top 3 Things That Will Improve Your Online Advertising ROI

The Top 3 Things That Will Improve Your Online Advertising ROI The Top 3 Things That Will Improve Your Online Advertising ROI www.profitworks.ca See end of document for how to get $300.00 in free online advertising 1. Set Your Maximum Bid Per Click At $0.90 or lower

More information

Driving Leads with Pay Per Click Advertising

Driving Leads with Pay Per Click Advertising Driving Leads with Pay Per Click Advertising Pay Per Click advertising, or PPC, is a popular way to use the power of search engines to drive traffic to your website and to do so in a way that allows you

More information

Understanding and Improving AdWords Quality Score. Larry Kim, Founder, CTO Will Eisner, VP, Product July 21, 2011

Understanding and Improving AdWords Quality Score. Larry Kim, Founder, CTO Will Eisner, VP, Product July 21, 2011 Understanding and Improving AdWords Quality Score Larry Kim, Founder, CTO Will Eisner, VP, Product July 21, 2011 Performance Media Platform for online marketers to buy, track, manage, optimize and report

More information

Microsoft Advertising adcenter Campaign Analytics Getting Started Guide

Microsoft Advertising adcenter Campaign Analytics Getting Started Guide Microsoft Advertising adcenter Campaign Analytics Getting Started Guide Contents Introduction... 3 What is Microsoft Advertising adcenter Campaign Analytics?... 3 Useful terms... 3 Overview... 4 Get Started...

More information

Digital Marketing, How To Guide for American Express Merchants

Digital Marketing, How To Guide for American Express Merchants Digital Marketing, How To Guide for American Express Merchants americanexpress.com.sg/merchant How to promote yourself online and successfully grow your business in the digital world 1 Contents 1. Introduction

More information

Four Easy Steps to Quality Score Health

Four Easy Steps to Quality Score Health Four Easy Steps to Quality Score Health Understand how Google uses quality scores and learn how to stop your quality scores from holding your campaigns back! An Adigence Whitepaper P a g e 1 Low quality

More information

A Beginner s Guide to the Google Display Network

A Beginner s Guide to the Google Display Network A Beginner s Guide to the Google Display Network Read this guide and learn how to advertise on Google s Display Network, so you open up a whole new channel of traffic, leads and customers. Brought to you

More information

A Digital Marketing Guide to Fashion ecommerce

A Digital Marketing Guide to Fashion ecommerce A Digital Marketing Guide to Fashion ecommerce Contents 1. Introduction 3 2. The Search 4 2.2. Are You Using Google Merchant Centre? 5 2.3. Are You Being Reviewed? 6 2.4. Are You Researching Your Competitors?

More information

Digital Marketing, How To Guide for American Express Merchants

Digital Marketing, How To Guide for American Express Merchants Digital Marketing, How To Guide for American Express Merchants americanexpress.com.au/merchant How to promote yourself online and successfully grow your business in the digital world 1 Contents 1. Introduction

More information

11/23/2011. PPC Search Advertising. There are Two Key Parts to any Search Engine Marketing Strategy. 1. Search Engine Optimisation (SEO)

11/23/2011. PPC Search Advertising. There are Two Key Parts to any Search Engine Marketing Strategy. 1. Search Engine Optimisation (SEO) PPC Search Advertising Adrian Feane Effective PPC Campaigns and 5 Case Study & Summary Slide There are Two Key Parts to any Search Engine Marketing Strategy. Search Engine Optimisation (SEO). Pay Per Click

More information

Tapping into Mobile App Installs. Building a Valuable User Base for Your App

Tapping into Mobile App Installs. Building a Valuable User Base for Your App Tapping into Mobile App Installs Building a Valuable User Base for Your App Introduction If your business has an app, or you re planning to launch one, you ve probably spent a lot of time thinking about

More information

Google AdWords: A Tool for Effective Internet Marketing

Google AdWords: A Tool for Effective Internet Marketing 72 Google AdWords: A Tool for Effective Internet Marketing KP Singh 1 Avinash Kumar Maurya 2 Abstract Google is made AdWords a tool for marketing products and items on Internet. This is a very important

More information

An Empirical Analysis of Sponsored Search Performance in Search Engine Advertising. Anindya Ghose Sha Yang

An Empirical Analysis of Sponsored Search Performance in Search Engine Advertising. Anindya Ghose Sha Yang An Empirical Analysis of Sponsored Search Performance in Search Engine Advertising Anindya Ghose Sha Yang Stern School of Business New York University Outline Background Research Question and Summary of

More information

OUR ADWORDS PROPOSAL. 1 Church Street Epsom KT17 4PF. 01372 210691 info@clickrepublic.co.uk

OUR ADWORDS PROPOSAL. 1 Church Street Epsom KT17 4PF. 01372 210691 info@clickrepublic.co.uk Passionate About Helping Small Businesses Excel Through Paid Search OUR ADWORDS PROPOSAL 1 Church Street Epsom KT17 4PF 01372 210691 info@clickrepublic.co.uk What We Offer Google AdWords and PPC advertising

More information

AdWords Google AdWords Setup and Management

AdWords Google AdWords Setup and Management levelmarketing.co.uk 2 AdWords Google AdWords Setup and Management Level Marketing is a full service marketing agency that offers a full range of traditional and digital services. If you re reading this,

More information

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au Sara Gonzalez Jeremy Decker ASK A QUESTION POST A COMMENT SUBMIT TECHNICAL QUERIES SHARE YOUR TIPS PROVIDE FEEDBACK DIAL IN AND LISTEN VIA YOUR TELEPHONE! 1800 896 323 81178679# AdWords Webinar Understanding

More information