Thursday, September 14, 2006

Shepway Business Presentation - PPC Advertising

Here are the notes to a presentation I gave at The Channel Business and Technology Show, about the secrets to succesful PPC Advertising:

What is Pay Per Click Advertising?

PPC is an online advertising tool used by more and more small businesses. In 2005 £1.3 billion was spent on online advertising.

PPC is contextual advertising – your ads only appear in context, when someone

searches for a phrase you have chosen.

You only ‘Pay Per Click’ when a visitor clicks on your advert and visits your web site.

What are the benefits of PPC Advertising?

Responsive - Create or change your adverts in real time.
Measurable - See the clicks your ads generate and what they cost.
Affordable - Pay only for clicks, from just a few pence each.
Controllable - Set your monthly spend, and turn ads on or off.
Targeted - Your ads only appear for specific searches.
Effective - PPC works.

What PPC Advertising schemes are available?

Google AdWords is the largest PPC scheme, and probably the best to start with

How can you make PPC Advertising work?

Some of the secrets used by Pay Per Click professionals….

“Keyword research really is the key”

Research the keywords or phrases potential visitors might use:
- Existing content and tags
- Online keyword research tools
- Competitor web sites
- Web site statistics
Build into a keyword list, including all possible variations.

“Use long tail keywords and search terms”

One word searches are becoming rarer, because the results can be so irrelevant.
Build longer search terms with 3-4 words or more, on a phrase match.
Use many long tail terms, each targeting fewer but better visitors.

“Create unique adverts”

Create a unique advert for each search term or cluster of terms.
More relevant ads contain highlighted keywords, and grab more attention.
Repeat keywords in the ad and include a call to action.
Use dynamic keyword insertion tools to save time.

“Target the top ad ranks”

In competitive markets, if you can’t get your advert to position
1 or 2, it may not be worth advertising at all.
Top position ads get the better quality clicks, before consumers have a chance to make comparisons.
Increase your bids incrementally – don’t over inflate bids

“Review your Landing Pages”

Landing Pages are pages in your web site that your adverts link to.
Google AdWords now evaluates Landing Page relevance to help determine your advert ranking.
A targeted and persuasive Landing Page can convert more clicks to leads or sales.

Example – Landing Page for ‘PPC Advertising’

PPC Advertising Secrets from the Experts

PPC Advertising is one of the most effective ways of generating quality leads and sales from your web site.

Imagine if you could turn on and off targeted visitors to your web site, and decide how much you want to spend. Targeted PPC Advertising can help you achieve these goals.

We can help you get started with PPC Advertising for the first time, or manage your existing PPC Advertising account to achieve a better return on investment.

Call now on 0845 000 000 or complete our confidential enquiry form.

Website URL
Privacy Policy

H1 Tagged heading starting with keywords
No distracting site navigation
Keyword rich and persuasive copy
Simple enquiry form with link to your privacy policy

“Measure, measure and measure”

PPC can be very easily measured, so monitor the following:
% Click Through Rate (Impressions / Clicks x 100)
PPC Cost
Average Rank
Cost per Click (PPC Cost / Click)
% Conversion Rate (Leads or Sales / Clicks x 100)
% Cost of Sales (PPC Cost / Sales x 100)
Test the effect of new adverts, landing pages or bids.

What to expect from PPC?

A Click Through Rate (CTR) of 2% to 50%,
depending on keyword targeting, ad rank, and relevance.
A Cost Per Click (CPC) of anything from 5p to £10.00,
depending on your competition and landing page relevance.
A Conversion Rate on your web site between 1-5%,
depending on landing page quality and your offer.
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