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Introduction
Paul Tansey
www.intergage.co.uk
Poole & Southampton
Best Value Web Advertising
Intergage provides functional yet elegant, search engine friendly and updateable Web sites for the small or medium sized businesses. Typical prices are £1,500-£5,000.
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Agenda
Best Value Web Advertising
• What is Web Advertising?
• What can Web Advertising do for my business?
• Why Web Advertising works
• Web Advertising in action
• How to advertise…
• Top Tips
• Return On Investment
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What Is Web Advertising?
Best Value Web Advertising
• Banner Advertising
• Directory advertising
• Pay-per-click (PPC) advertising (“sponsoring” key phrases)
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What Can Web Advertising Do For My Business?
Best Value Web Advertising
• Get you found by your audience & get your message delivered
• Deliver lowest cost lead generation/ customer acquisition
• Complement your “Natural” search engine results
• Generate near instant results
• Help you market a new site or previously un-marketed site
• Opportunistic marketing and product promotions
• Deliver an outstanding return on investment compared to traditional advertising techniques
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Why Web Marketing Works
Best Value Web Advertising
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Pay Per Click Vs “Natural” Search Engine Results
Best Value Web Advertising
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Pay Per Click Vs “Natural” Search Engine Results
Best Value Web Advertising
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Directories dominate “Natural” Search Engine Results
Best Value Web Advertising
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Pay Per Click Vs “Natural” Search Engine Results
Best Value Web Advertising
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Web Advertising In Action
Best Value Web Advertising
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For a free, no-obligation initial consultation about your next site Call 01202 680400 or visit www.intergage.co.uk
Best Value Web Advertising
All these results are sponsored…
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…and here
Best Value Web Advertising
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…and here
Best Value Web Advertising
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…and here
Best Value Web Advertising
…and over here
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PPC Advertising can guarantee to get you in the top 3 here
Best Value Web Advertising
Or over here…
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All of these results are sponsored links
Best Value Web Advertising
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All these
Best Value Web Advertising
…and these
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Best Value Web Advertising
Only these results aren’tAds
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How To Go About PPC Advertising
Best Value Web Advertising
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Best Value Web Advertising
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UK Turf Occupied By Gangs
Best Value Web Advertising
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http://searchmarketing.yahoo.co.uk
Best Value Web Advertising
Click here
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Best Value Web Advertising
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Yahoo Search Marketing Research Tools
Best Value Web Advertising
• Is there an on-line demand for what you do?
• How big is it/ where is it?
• What exactly is your potential audience looking for?
• What will reaching the audience cost?
• What messages will I use?
• Establish KPIs based on visitors, conversion rates, costs & profits
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Best Value Web Advertising
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Best Value Web Advertising
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Best Value Web Advertising
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Best Value Web Advertising
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How Google AdWords Refined The Process
Advertiser A £0.20 1% 20
Advertiser B £0.19 2% 38
Advertiser C £0.10 4% 40
Bid Per Click CTR
Up until Summer 2005
Score Ranking
Advertiser C £0.10 4% 40 1
Advertiser B £0.19 2% 38 2
Advertiser A £0.20 1% 20 3
Best Value Web Advertising
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The latest refinement…
Quality Score
“CTR is still the predominant factor”. Richard Holden, Google
“The quality score is determined by the keyword’s click through rate (CTR), relevance of Ad text, historical keyword performanceand other relevancy factors”
Quality score is critical to your ROI.
Therefore these 4 key factors are critical to your success.
1. CTR
2. Relevance of Ad text
3. Historical Keyword Performance
4. “Other relevancy factors…”
Best Value Web Advertising
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Quality Score (cont…)
“Other Relevancy Factors…”
Understand Google’s passion for relevancy.
A Googlebot will visit your site within 30 seconds of placing an Ad, so it would seem that they are checking landing pages for what they deem good Web practice (relevance to keyword, Ad, lack of pop-ups etc..).
Ensuring a quality experience for their users and weeding out the bad guys…
www.google.co.uk/webmasters/guidelines.html
Best Value Web Advertising
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Quality Score (cont…)
Advertiser A’s actual CPC is worked out as 1p more than required to stay ahead of Advertiser B.
In this example we look at Advertiser B’s Rank no. and divide this by advertiser A’s quality score. .65/1.8 =.36 + 1p = 37p
Advertiser Max CPC Quality Score Rank No. Position Min. Bid Actual CPCA £0.40 1.8 0.72 1 £0.04 £0.37B £0.65 1 0.65 2 £0.05 £0.39C £0.25 1.5 0.38 3 £0.04 £0.04
In the real world we don’t get to see our quality scores…
Best Value Web Advertising
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Typical Concerns
Best Value Web Advertising
• This could bankrupt me!
• Can my competitors cost me money?
• What kind of conversion rates can I expect?
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Top Tips - General
Best Value Web Advertising
• Find a minimum of 30 or 40 phrases/ key words (better 100-200)
• Ugly Advertising – don’t pay for the wrong traffic
• Deep Linking – take a customer to the most relevant page
• Why not create the pages your audience wants rather than the pages you want to create?
• Make sure your site is worth advertising!
• A customer has a lifetime value
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Realistic Expectations
Best Value Web Advertising
• Researchers vs. Buyers
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Top Tips - Capturing The Click
Best Value Web Advertising
• Use the exact query in the title and description
• Offer product information, prices, comparisons and reviews
• Trusted brand names and vendors
• Make it clear you sell on line
• Incentives – promises of discounts, free shipping
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Top Tips - Copy Writing
Best Value Web Advertising
• Turn down the hyperbole/ “marketese”
• Punctuate sensibly
• Differentiate yourself
• Remember that the viewer thinks they are looking at a search engine
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Top Tips – Converting Traffic
Best Value Web Advertising
• Ensure page content matches key phrases
• Clear concise navigation to related supporting sales information
• Clear calls to action on every page where people will see them
• Offer an incentive to do it now
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Managing & Monitoring Results
Best Value Web Advertising
• Track leads and enquiries
• Monitor conversion rates
• Monitor profits
• Calculate ROI and aim to improve upon it
• Constantly monitor and refine messages
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Summary
Best Value Web Advertising
• Find out what demand there is that you can supply
• Create pages that match the demand
• Find cost effective phrases to sponsor
• Market the pages using natural and PPC advertising techniques
• Use Web Advertising like a tap – turn it on and off as required
• Monitor your ROI and keep honing messages and phrases to achieve maximum return