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Pay-Per-Click Advertising How to Maximize the Return from Each Click-through Steven Schwartz President, Southeastern Massachusetts E-Commerce Network University of Massachusetts – Dartmouth Agenda Definition Why Advertise? ROI Key Elements Resources Q&A

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pay per click advertising

Pay-Per-Click Advertising

How to Maximize the Return from Each Click-through

Steven Schwartz


Southeastern Massachusetts E-Commerce NetworkUniversity of Massachusetts – Dartmouth

  • Definition
  • Why Advertise?
  • ROI
  • Key Elements
  • Resources
  • Q&A
what is pay per click
What is Pay-Per-Click

According to

“Pay-Per-Click is an online advertising payment model in which payment is based solely on qualifying click-throughs.”

how does it work
How Does it Work?
  • Bid on relevant keywords
  • Advertising engine displays your text ad on their results page or network of web sites
  • You only pay when people click
why advertise
Why Advertise?
  • Get instant visibility
  • Cost to enter is small
  • Track ROI
who are the major players
Who Are the Major Players?
  • Google
  • Yahoo
  • MSN
  • Find What
  • Ask Jeeves/Teoma
  • Keyword Targeted CPC (Cost Per Click)
  • More Clicks, Better Results
  • You set max per keyword and budget
  • Track Results – Conversion Tracker
  • Ads appear on
  • Google content network via Adsense program
yahoo sponsored search formerly overture
Yahoo Sponsored Search (Formerly Overture)
  • Bid on keywords (auction format)
  • Highest bidder gets highest placement on the page
  • Yahoo, MSN, Altavista, CNN, Infospace
  • Yahoo Publishers Network Content Match (Beta)– Like Google Adsense
  • Text Ads Limited to MSN, CNBC, Hotmail,
  • Program will eventually replace Yahoo results
  • May be an opportunity down the road
getting started
Getting Started
  • Very Easy to Set Up
  • Take the time to
    • Plan
    • Research
    • Setup
    • Execute
    • Track Results
1 st step budget and roi
1st Step: Budget and ROI
  • Define program objectives
  • What’s success?
  • How will you measure success?
  • Define and set conversion expectations
  • Any interaction that you want to track
  • Valuable events like:
    • Product Purchase
    • Form Completion
    • White Paper Download
    • Event Registration
    • Inquiry
2 nd step research keywords
2nd Step: Research Keywords
  • Yahoo Search Marketing
    • Keyword Selector Tools
    • Keyword Bid Tool
    • ROI Calculator
  • Google
    • Keyword Lookups
    • Keyword Analysis
    • Traffic Estimator
roi what s each conversion worth
ROI: What’s Each Conversion Worth?


how can you maximize your roi
How Can You Maximize Your ROI?
  • Great Ad Copy
  • Keyword Specific Landing Pages
  • Improve Conversions
  • Continually Track What’s Going On
  • Focus on Your Ad Copy
    • Title
    • Body text
    • URL
  • Google lets you run multiple ads
  • Art more than science
  • Look at competitors
  • Hire copywriter
elements of a good ad
Elements of a Good Ad
  • Attention
  • Promise of Benefit
  • Credibility
  • Persuasiveness
  • Interest
  • Desire
  • Action
what will make you stand out
What Will Make You Stand Out?
  • Do you have the lowest price?
  • Do you have the best variety?
  • Do you have high-quality products?
  • What makes you credible?
  • How do you meet the needs of the potential buyer?
focus on the ad title
Focus on the Ad Title
  • Most people scan the title
  • Body copy holds less weight
  • Insert relevant keyword in the Title
    • Google lets you do it automatically
  • If prices are low, put price in
  • Free add-ons can make a difference
    • Free shipping
    • Free 30 day trial
more ad tips
More Ad tips
  • Quantify your ads
    • Most, Lowest
  • Avoid Using Hype
    • Buyers are savvy
  • Create a Sense of Urgency
    • "limited-time offer“
    • "available for overnight shipping."
  • If you have space, add creditability
    • 30 day money back guarantee
    • 5 star rated vendor
ad tips
Ad Tips
  • Look at Competitors
  • Create a unique approach that focuses on the opposite or reverse of what your competitors are advertising
  • Test, retest and track
conversion landing page
Conversion - Landing Page
  • You just spent $$ to bring someone to your web site, now what?
  • Don’t waste it on your home page
  • Build specific landing pages that match the expectation your ad generated
  • Call to action – highlight your conversion

- Buy

- Download

- Register

landing page
Landing Page
  • Call to action
  • Copy
  • Navigation – Limit, can distract
  • Merchandising
    • Local, Geography, Season
  • Micro-site
    • Self contained site just for the offer
do your landing pages convert
Do your landing pages convert?
  • A/B Test
  • Multivariate Testing - Offermatica
  • Track visitors from Ad to Landing
  • Landing to Next Step and beyond
  • Google Conversion Tracking
  • Use a Good Metrics Program Like
    • Webtrends, Click Tracks, Net Tracker
    • Urchin (Recently purchased by Google)
campaign analysis
Campaign Analysis
  • Daily – watch after launch of campaign
  • Weekly – Check listing performance
    • Traffic
    • Sales
    • ROI Numbers
  • Monthly – Deep Analysis
    • Search engine
    • Products
    • Keywords
  • Good Keywords - Softnik Technologies
  • PPC Toolkit – Softnik Technologies
  • Arelis
  • Keyword Tracker
  • Bid Management Tools
    • AtlasOnePoint (formerly GOTOAST)
    • BidRank
  • PPC Advertising is a very effective way generate traffic and sales
  • Takes effort, planning, testing and constant monitoring
Q & A

Steven Schwartz