paid search marketing presentation slide share

Presented by:

ROAR MEDIADec. 18, 2009

Paid Search Effectiveness

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?


Conduct a Thorough Keyword Analysis


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


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


Establish Clear Campaign Forecasts


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


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


Develop Effective Ad Copy


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


http://www.thecarsite.com/

Experiment with Ad Copy Variations


*Microsoft Bing

*

Consider Keyword Title & Param Matching


Consider Keyword Title & Param Matching


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


Focus on Long Tail vs. Mass Market


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


Launch Paid Search Campaigns on Primary Engines:

*Combined sites represent 85% reach of search audience

Focus on Primary Media Opportunities



Paid Search Execution & Optimization

Measure and Optimize Your Quality Score


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


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


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


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


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


paid search marketing presentation slide share

Business

roar mediadec

attributes confidential

keyword categories

action messaging

total keyword results

high roisconfidential

child daycare2

total clicks