PPC Metrics 1. Page Bounce Rates 2. Click-Thru Rates 3. Ad Quality Scores

2. PPC Metrics 1. Page Bounce Rates 2. Click-Thru Rates 3. Ad Quality Scores 4. Price Per Click

3. Source: Madden Media, Proprietary Insights November, 2008

4. Source: Madden Media, Proprietary Insights November, 2008

5. “Quality Score” Drives PPC Google uses “Quality Score” to determine: 1. Cost you pay for each click; 2. Ad position of your copy; and 3. Eligibility for ad copy to show. Source:adwords.google.com/support

6. Improvements in “Quality Score” “The higher your Quality Score, the better your ad position and the lower your minimum bids.” Source:adwords.google.com/support

7. Example “SarasotaFL.org”

8. Elements of “Quality Score” Your “Quality Score” includes: 1. Relevance ofKeywords to ad text/ad group; 2. Quality of your landing pages; and 3. Click Through Rate (CTR) ; and 4. Other relevance factors. Source:adwords.google.com/support

9. Example “SarasotaFL.org” Keyword

10. Example “SarasotaFL.org” Keyword AD Copy

11. Example “SarasotaFL.org” Keyword Relevance AD Copy

12. Elements of “Quality Score” Your “Quality Score” includes: 1. Relevance of Keywords to ad text/ad group; 2. Quality of your landing pages; and 3. Click Through Rate (CTR) ; and 4. Other relevance factors. Source:adwords.google.com/support

13. Example “SarasotaFL.org” Landing Page

14. Example “SarasotaFL.org” Landing Page

15. Example “SarasotaFL.org” Landing Page

16. Example “SarasotaFL.org” Landing Page

17. Keyword Quality: “Siesta Key” 1. Keyword quality score; 2. Landing page indicator of quality; and 3. Cost Per Click

18. Keyword Quality Score: Ranges “Poor” “OK” “Great” Minimum Bid: Minimum Bid: Minimum Bid: $0.01 – 0.05 $0.06 – 0.30 $0.40+ Source:adwords.google.com/support

19. Keyword Quality Score: Ranges “Poor” “OK” “Great” Minimum Bid: Minimum Bid: Minimum Bid: $0.01 – 0.05 $0.06 – 0.30 $0.31+ $5.00+ Source:adwords.google.com/support

20. Source: Madden Media, Proprietary Insights November, 2008

21. Budget – Average CPC Cost Source: eFrontier.com July 08

22. Budget – Range Tourism CPC Cost $ 0.50 $ 0.80+ $ 1.00+ Source: Madden Media, Proprietary Insights November, 2008

23. Budget – Range Tourism CPC Cost $ 0.50 $ 0.80+ $ 1.00+ Lodging Mixed Source: Madden Media, Proprietary Insights November, 2008

24. Budget – Range Tourism CPC Cost $ 0.50 $ 0.80+ $ 1.00+ Typical Destination Lodging Mixed Source: Madden Media, Proprietary Insights November, 2008

25. Budget – Range Tourism CPC Cost $ 0.50 $ 0.80+ $ 1.00+ Fully Managed Typical Destination Lodging Mixed Source: Madden Media, Proprietary Insights November, 2008

26. Source: Madden Media, Proprietary Insights November, 2008

27. 14 years ago, Madden Media launched Internet marketing services for both tourism and other clients including: EA Sports Arizona Office of Tourism Coty Cosmetics America West Airlines In 2006, we decided to focus our online knowledge exclusively on tourism marketing We approach each online campaign or product first as destination marketers—not designers, developers, or database managers Online Experts Since 1995