This document provides an overview of online marketing and pay-per-click (PPC) advertising. It defines online marketing as marketing products or services over the internet, noting its interactive nature. It then discusses the two main parts of online marketing: search engine optimization (SEO) and paid listings. PPC advertising is explained as a model where advertisers only pay when a user clicks an ad to visit their website. Tips are provided for setting up a successful PPC campaign, including selecting relevant keywords, creating effective ad copy and landing pages, and tracking conversions and return on investment.
2. Wat is Online Marketing?
Online marketing, also referred to as web marketing,
or internet marketing is the marketing of products or
services over the Internet or World Wide Web. The
interactive nature of Internet marketing, both in terms
of providing instant response and eliciting responses,
is a unique quality of the medium.
Mainly divided into two parts:
- SEO (Organic Listings)
- Paid Listings (PPC, PPM, Pay Per Action, Banner, etc)
3. Organic Search vs Paid Results
Organic search results refers to those listings in
search engine results pages that appear by dint of their
relevance to the search terms, as opposed to their
being adverts.
Paid search results refers to purchasing visitors or
"clicks" from a search engine or a website. It further
consists of PPC, PPM, Affiliate Marketing, Banner Ads,
Pay Per Action, etc.
4.
5.
6. 3ree Parts of a Search
1. Searched keywords
2. Pay-Per-Click Adverts - this is where you advertise
3. Organic or Natural search results
7. PPC or Pay Per Click
What is PPC?
- Pay per click (PPC) is an Internet advertising model
used on search engines, advertising networks, and
content websites, such as blogs, where advertisers only
pay when a user actually clicks on an advertisement to
visit the advertiser’s website. Advertisers bid on
keyword phrases relevant to their targeted market.
11. WHY PPC?
Local Targeting – “ Geographic Targeting”
Giant Audience – Billion of searches vs Billions of $ per
month
PPC can be used to test the interest of a new product
or a new service
Pay only for targeted interest – Every click can be
viewed as a potential sale
Get instant visibility
Entering cost is small
Go Green – No Paper Wasted
17. Some tips – keep it relevant
Keywords
- Select only keywords that make sense and will bring
you qualified traffic
- Find keywords on your website, your competitor s,
keyword suggestion tools like
http://freekeywords.wordtracker.com/
http://adwords.google.com/select/KeywordToolExternal
Adcopy
- Include keywords in the title and description
Landing pages
- Make sure you take the visitor from PPC to relevant
webpage on your website
18. Some more Tips
Advertising Options:
- Search Network
- Content Network
Depends on the type of product you are promoting. Usually
it is suggested to run the campaign on Search Network
mode.
Add negative keywords eg: Job
Try changing the bids if the adcopy is ranking too low
19. Tips to maximize ROI
Great Ad Copy
Keyword Specific Landing Pages
Try to use Long Tail Keywords
Improve Conversions
Continually Track What’s Going On
20. Conversions
Any interaction that you want to track
Valuable events like:
Product Purchase
Form Completion
White Paper Download
Event Registration
Inquiry
21. Landing page
Call to action
Navigation – Limit, can distract
Merchandising
Local, Geography, Season
Micro-site
Self contained site just for the offer
22. Landing Page Conversion
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 (Purchased by Google)
23.
24. Cost Per Lead
Click Through OR
Impressions Conversion Rate
Rate Return on Ad
Spend
25. Measure if your website is ready?
Must have’s:
Good Tracking Software
- Google Analytics (Free)
- Clicktracks
Goals
- Lead Generation
- Easy to fill out online contact forms
- PPC (or Online )targeted phone numbers
Consumer-ready website
- Easy to navigate
- Topic Specific Landing Pages