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Pay per click marketing is regularly cited as one of the most effective forms of advertising by senior-level marketing executives. Pay per click advertising enables marketers to efficiently reach consumers at all points in their purchasing and consideration cycle. Paid search is a pull marketing vehicle whereby consumers actively prequalify themselves. This often results in higher conversion rates and better return on advertising investment than other advertising channels. Roar Media recognizes the extraordinary opportunity of paid search when programs are structured and optimized successfully within the overall marketing objectives of the client’s goals.
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ROAR MEDIADec. 18, 2009
Paid Search Effectiveness
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Pay-Per-Click Marketing Delivers High ROI’s
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Confidential. All material property of Roar Media.
Pay-Per-Click Marketing Delivers High ROI’s
Conduct an Thorough Competitive Analysis
Conduct an exhaustive competitive analysis. Be sure to answer:
1. Who is advertising?2. What key terms are they
advertising for?3. What is their ad spend?4. What is their messaging?5. Where are they driving visitors?
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Conduct a Thorough Keyword Analysis
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Monthly campaign parametersAverage click-thru rate (CTR) 0.5%Average cost-per-click (CPC) $ 2.50 Total keyword results listings 930,900 Total clicks generated 4,655 Estimated total monthly investment $ 11,636
Keywords Search Volumes [day care] 301,000[child care] 201,000[montessori] 90,500[childcare] 60,500[preschools] 60,500[daycare] 40,500[child development] 40,500[early childhood education] 33,100[daycare centers] 22,200[learning center] 14,800[preschool curriculum] 14,800[pre school] 14,800[learning centers] 8,100[daycare center] 6,600[day cares] 6,600[child development center] 4,400[childcare centers] 3,600[infant daycare] 2,900[child daycare] 2,900[childcare center] 1,600Total Searches (October 2009) 930,900
Conduct a Thorough Keyword Analysis
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Conduct a thorough and thoughtful keyword analysis: Be sure to answer:
1.) Monthly search volume2.) Average CPC3.) Estimated monthly investment4. Advertiser competition5.) Estimated ad position
Establish Clear Campaign Objectives
Campaign Objectives: To drive high volumes of desired action (fill in the blank) at an efficient cost-per-acquisition
Metric: To secure new (leads, sales, sign-ups, etc…) for less than $XXX
Test /Learning Objectives: Determine which keywords and categories result
in the highest bookings Track offline sales from online searches
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Establish Clear Campaign Forecasts
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Key TermSearch
VolumeCost-Per –Click (CPC)
Click- Through-
Rate (CTR)Unique Visitors
Contact Phone/E-mail Tours Enrollments
XXX brand term 201,000
$1.28 1.00%
2010 201 50 10
Assumptions:Web-to-phone/e-mail: 10%Phone/e-mail-to-tour: 25%Tour-to-enrollment: 20%
Cost-per-Action (CPA)= $256
Know the Paid Search Performance Triangle
Search TermResearch and
Targeting
Drives Quantity of
Leads
Title and Description
Targeting
Drives Quality of Leads
Landing Page Targeting
Drives ConversionsDrives Conversions
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Creative Messaging Use creative messaging that differentiates client from their
competitors Precise call-to-action messaging that creates a strong sense
of urgency Strict contextual relevancy Inclusion of special offers/promotions Ensure that listing titles and descriptions are highly
competitive A/B Testing
Test the impact of different value propositions (such as sales, specials, discounts, unique service offerings, etc...
Ensure the offer is mirrored on the landing page
Develop a Strong Messaging Strategy
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Develop Effective Ad Copy
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Directory service and action-based
Keyword title and brand equity
Age qualification andstrong call to action
Broad service offering
Features and attributes
Ad Copy Considerations and Tips
Title does not match search No call to action URL should be capitalized. Fro example:
www.TheCarSite.com Geo-location should match Internet Protocol (IP)
location Deliver several ads for A/B testing Differentiate messaging form the competition Ensure grammar and spelling is accurate
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Experiment with Ad Copy Variations
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*Microsoft Bing
*
Consider Keyword Title & Param Matching
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Consider Keyword Title & Param Matching
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Experiment with different keyword title of the ad copy:1.Keyword in title2. Param in the title3.Call to action in the title
Expand Keyword to Include Long-Tail Terms
Closely correlate keywords to client’s core service offerings.
Focus on parents and capitalize on their feelings of guilt.
Focus on geography if possible. Focus on keyword categories that drive the
highest conversions at the lowest costs.Review site search logs to determine which
words drive traffic to the Web site. Add high-performing words to the campaign.
Capture all variations of client’s brand terms
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Focus on Long Tail vs. Mass Market
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Improve Landing Page Conversions
Ensure that keywords are directed to the most relevant landing pages to secure the highest conversion rates
Well-known brand keywords should be directed to brand-specific landing pages
Landing page messaging should mirror creative messaging
Landing pages should have strong calls-to-actionLanding pages should be user-friendly and motivate
viewers to take the desired action
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Launch Paid Search Campaigns on Primary Engines:
*Combined sites represent 85% reach of search audience
Focus on Primary Media Opportunities
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Confidential. All material property of Roar Media.
Paid Search Execution & Optimization
Measure and Optimize Your Quality Score
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TLE.com’s Current Google AdWords Campaign
Roar Media Client’s Current AdWords Campaign
Ensure that the paid search campaigns gets high quality scores:1.Keyword relevance2.Landing page quality3.Landing page load time
Landing Page Optimization (week 8)
Optimize, Optimize, Optimize
Bid, Position and Match Type Optimization
Creative Testing (Week 3)
Keyword Expansion (Week 5)
Week 1 Week 5 Week 12
Phase I Phase II
During the first 8 weeks of the campaign, focus on bid, position and match type optimization, creative testing and keyword expansion
Optimization cycle will depend upon the ability to secure a significant volume of statistical data
Week 8
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Achieve Explosive Results!
Advertiser X Google AdWords Campaign
Roar Media Client’s Current AdWords Campaign
Achieve Explosive Results!
If you master these strategies you will achieve explosive results:1.Keyword strategies2.Bidding strategies3.Ad copy4.Landing page strategies
Tracking, Measurement and Reporting
Ensure Effective Tracking and Measurement
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Conduct ghost calls and e-mail inquiresEnsure that leads are being handled properlyFor telephone and email leads, 100% of all
online research results in offline buying. As a result, there is no clear way to track, measure, and monitor offline conversions. As a result, you must work diligently to track, measure and convert prospects
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Consider Web-to-Phone Tracking
Bridge Online to Offline Conversions
Capture call data including names, addresses, phone numbers, e-mail addresses and other pertinent call record data
Link all call data to online campaigns Optimize online campaigns with
call and Web dataReallocate advertising dollars to
drive call-generated leads
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Roar Media
We possess: Internet, advertising and business-
development backgrounds Journalism and media backgrounds Editorial, television production, film
production and screenwriting experience Multi-lingual skillsWe provide: Sound strategy: Practical, innovative
programs ROI and bottom-line focus: Customized
programs that achieve clients’ goals World-class team: Seasoned journalists,
Internet marketing and business-development experts
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Roar Media is a digital PR firm that provides traditional public relations and advanced Internet marketing services.
Questions and Answers
801 Brickell Avenue, Ninth FloorMiami, FL 33131
305.789.6695 Main305.586.0419 Direct
305.372.0189 Faxwww.RoarMedia.com
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