Brief intro to pay per click advertising
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A small local business can effectively reach new customers online through a comprehensive digital strategy including search engine marketing, pay per click advertising, and social media advertising. Pay per click advertising on Google allows businesses to target local customers based on location and intent. Facebook advertising allows targeting by demographics and interests. An integrated online approach combining different digital channels like search, social media, and SEO leads to the most success in generating new customers.
Brief intro to pay per click advertising
- 1. Q:How can a small, local business effectively reach new customers online?
- 2. A:Increase the Company’s digital presence with a comprehensive & well executed online strategy
- 3. Pay Per ClickSearch Engine Marketing
- 4. “20% of search is location related”-GoogleFigures taken from a 2006 ComStat report“53% of Mobile searches have local intent”-Microsoft
- 5. Text ads displayed on the Google search engine for relative search queries.E.x.: A Pizzeria in Phoenix, Arizona would want to target searches for “phoenix pizza restaurant”. The positioning of the Ads is determined by a bidding system & the overall Quality Score of the ad.We can target:Searcher’s Intent
- 6. Geographic location of searcher
- 7. Time of day when to show the adsSearch Engine Results PageSERP:
- 8. Case Study:Sedona Adventure ToursThe types of searches we are targeting forThe keywords we are actively bidding upon to reach these searches The ad text intended to peak the users interest and click through the ad
- 9. Facebook AdvertisingDisplay Ads (Images & Copy) with can be segmented by:AgeGeographySexRelationship StatusPartner PreferenceInterestsAssociated GroupsThe ads run on either a CPM or CPC model.CPM: Cost Per 1,000 impressions or 1,000 social users who had the potential to see your adsGood strategy for branding or imageCPC (Cost Per Click): The highest bid you are willing to pay for a social user to click on your ad. This is typically the best strategy to increase volume of traffic, conversions, or to prompt social interaction.
- 10. Case Study: Sedona Adventure ToursGoals for campaigns can vary….2. Try to spark social interaction & conversation on the FB wall3. Encourage a conversion on the FB page. Ex.: A “Like”, Filling out a forms for contests or registrations, or a coupon.1. Visits to a microsite or website for a conversion
- 11. AdvertisingLow volume of click overall, but very high refined and high quality clicks.You can target by:GeographyCompanyJob TitleIndustry GroupsGenderAgeGreat for Job Recruitment, Hard to reach B2B Industries, referral programs, & the top decision makers of companies.
- 12. Client Retention & SatisfactionThe campaigns that find the most success are for clients with extensive digital packages.Think of the digital world as an ecosystem; PPC both compliments and is assisted by other marketing vehicles.
- 13. Case Study: Sedona Adventure ToursAll Encompassing CampaignThrough the leverage of a full social media package, Google Adwords,FB PPC, & SEO Sedona Adventures was able to field over 300 calls in April.