mechanics of pay per-click marketing by lisa kirkman
TRANSCRIPT
![Page 1: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/1.jpg)
MECHANICS OF PAY-PER-CLICK MARKETING
Draw your ideal customer to you.May 2, 2013
![Page 2: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/2.jpg)
Marketing interrupticus
![Page 3: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/3.jpg)
Today’s Agenda
• Who are we? Why are we here?
• Why search-driven campaigns work
• The mechanics of SEM
• The search players
• Good keyword hygiene
• Text ads
• Good landing page practices
• Managing your money & ROI
• Questions
![Page 4: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/4.jpg)
Who Are You?
• Who has an AdWords or PPC campaign going?
• Who has run one in the past?
• Who is completely new to this?
![Page 5: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/5.jpg)
Who is Lisa?
• Currently: Digital Media Strategist, Swift Digital/Swift
CommunicationsBoard Member, Reno-Tahoe AMA Adjunct Professor, Sierra Nevada College
• Previously: Hewlett-Packard, Digital Strategy Team Cielo Marketing Harlem Globetrotters
• Education:MBA, Pepperdine UniversityBA, Journalism
![Page 6: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/6.jpg)
SEARCH: the right side delivers clients
![Page 7: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/7.jpg)
Why Does Search Work?
20,400,000,000 searchesAds are in contextUsers self-qualify
![Page 8: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/8.jpg)
1 2 3 4Idea about your product or service
Research on a search engine
See your ad and click
Visit your microsite, already self-qualified
How Search Works:
![Page 9: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/9.jpg)
Search’s efficiency
Attract people already in a mindset for your service, allowing you to engage with people ready to buy:
•You set the budget by click or visitor
•25% of visits should become calls
•Only pay for unique visitors
•Talk in terms of a full-price pkg; no discounts needed
•Shortens your sales cycle
Sample Microsite:
![Page 10: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/10.jpg)
Tools for SEM
• 200-250 keyword list
• Text ad AdWords campaign
• Landing page microsite
• Google Analytics on microsite
• Know your conversion targets. I like 25% visitor-to-caller conversion target.
• Unique, trackable phone number
• Record calls for training
![Page 11: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/11.jpg)
The search players
![Page 12: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/12.jpg)
Good keyword hygiene
• Describe your product from your client’s point of view
• Think in terms of campaign groupings:– “Yoga for beginners” vs.
– “Yoga trainer certifications”
• Be specific
• Layer in geography
• Use phrases
![Page 13: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/13.jpg)
Text ads
HeadlineURLThree lines
• Be VERY succinct
• Stand out, make an offer
• Action-oriented (“buy flowers” rather than “we have flowers”)
• Use your most important keywords
• Optimize the ads: this is dynamic and on-going work
![Page 14: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/14.jpg)
Good landing page practices
• Simple design
• Clear, concrete offer
• Don’t link out – this is a sales funnel
• Attractive, for credibility
• Include your phone, address, email
![Page 15: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/15.jpg)
Sample Microsites:
![Page 16: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/16.jpg)
Manage your money
• It’s an auction, be ready to bid
• Know what success is for you, then optimize
• Set a monthly budget in AdWords
• Set a daily budget in AdWords
• Set maximum bids on highly competitive keywords
• If you’re working with an agency or firm, get budgets in writing first
Per-click costs are dynamic!
![Page 17: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/17.jpg)
Widen your ad’s reach
• Run within search results (right column)
• Run with affiliate network/display network
• Run on websites by topic
• Run in videos
![Page 18: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/18.jpg)
Calculate your ROI
ROI = net profit vs. costs to get that profit
• Investment: $1000 in adwords• New sales: $1200 in sales tracked to your campaign• Profit: $ 200
(1200-1000) = 20% 1000
![Page 19: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/19.jpg)
Remember…
• Don’t interrupt• Draw clients to you when they’re in the mindset for you
![Page 20: Mechanics of Pay Per-Click Marketing by Lisa Kirkman](https://reader034.vdocuments.us/reader034/viewer/2022052619/55592a51d8b42a4f3d8b4650/html5/thumbnails/20.jpg)
Thank you!
Please contact me with questions or comments:
Lisa KirkmanSwift [email protected]) 530-542-8030C) 619-347-9970