1 Too Many Bids Spoils The Clicks Don’t bid all your money away, develop a strategy and you’ll get better results for less

2 Our Services PPC Campaign Set-up & Management Audits on existing PPC accounts Optimisation & “Restructure” of existing PPC Accounts to maximise performance

3 What is PPC? Pay-per-Click (PPC) allows you to advertise on Search Engines Social Networks Websites Blogs

4 Ads are generated by Keywords that an advertiser has deemed relevant to their website by “bidding” on those Keywords KeywordsEach click costs Cleaning Jobs£ £0.20 Cleaning Agencies£ £1.03 Domestic Cleaning£ £0.72 Cleaning London£ £1.10 Domestic Cleaners£ £0.71 Cleaning Companies£0.82 £1.00 House Cleaning£ £0.65

5 When Selecting Keywords Did You Know? As Smartphones have keyboards, these days people are likely to type just as much on a phone as they do on a PC. On average, people type 20 characters on Google when using a phone and 21 characters on Google when using a PC.

6 Therefore... Choose keywords that are no longer than 20 or 21 characters in length

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9 How PPC Works KeywordBidTargeted ad copyTargeted Landing Page Cleaning Jobs £0.20

10 Make your ad stand out from the crowd Reduce the risk to the consumer e.g. Offer something for free Use the display URL as a call-to-action Put competitors ads and your ads in a spreadsheet to quickly compare which ad stands out the most

11 PPC What are the benefits?

12 Yellow Pages - Locally targeted - Large audience Billion YP “references” - Qualified audience - People only open up the YP if they have an intent to purchase - Relatively easy to use Pros:Cons: - Expensive – Can spend thousands on a tiny ad - Fixed cost - Can’t “optimise” ad once it is published - One ad per year - Stressful deadlines - Can’t leverage seasonal promotional messaging - Difficult to track performance

13 Yellow Pages - Expensive - Fixed Cost - Can’t “optimise” ad once it’s published - One ad per year - Stressful deadlines - Can’t leverage seasonal promotional messaging - Difficult to track performance Yellow Pages - Cons:PPC: - YOU set the budget based on your own needs - Variable Cost - Can continuously optimise ad based on performance - Multiple, targeted ads - Launch campaign when YOU want - Can leverage seasonal promotional messaging - 100% Trackable

14 Why PPC?

15 Local Targeting – “Geo-targeting” GIANT audience – Almost 12 billion UK searches conducted each month Can be used to test “interest” of a new product or service Pay only for “targeted interest” – Every click can be viewed as a potential sale Go Green – No paper wasted! Why PPC?

16 Different PPC Channels

17 Google Adwords Where your ads could appear? PC Version Mobile Version

18 PC Version Mobile Version Facebook Ads Where your ads could appear?

19 PC Version LinkedIn Ads Where your ads could appear?

20 TARGET THE DECISION MAKERS LinkedIn Ads Choose who your ads appear to....

21 PC Version Mobile Version Bing Ads Where your ads could appear?

22 Google Adwords on the Daily Mail Website This is also PPC...

23 Google Adwords on the Daily Mail Website And this... Content Targeting

24 Cross Device Conversion 67% of people use multiple devices to shop online.

25 Mobile Optimised Ads Set-up separate campaigns for mobiles, with separate budgets.

26 Go Mobile Change your ads to suit mobile phone users: Mobile phones seen as private and personal. People more likely to type the keyword ‘nearest’ on a phone – to find local businesses.

27 Adwords Mobile Extensions Click-to-Call Feature Click-to-Download Feature Location Extensions – shows your premises on a map Hyperlocal Ads – uses GPS to let people see how close they are to your premises Sitelinks – directs people to relevant pages on your website

28 Google Trends Monitor Search Volume Over Time

29 YouTube Video Targeting Tool

30 Allocate resources - In-house or agency Set aside a PPC budget Establish baseline & goals - Track current (pre-PPC) lead volume in order to determine if PPC is increasing leads to company Learn, learn, learn! How to Get Started

31 Setting Up Your Own Campaign

32 Organising Your Campaign

33 Keywords that will make your budget last Use Negative Keywords Add a location to your keywords Use Google Adwords Keywords Tool to identify keywords with high search levels but low competition

34 Keywords - Select only keywords that make sense and will bring you qualified web traffic - Find keywords on your site, your competitors, thesaurus, search suggestion tools Ad Copy - include keywords in the title & description Landing Pages - Make sure you reinforce your ad copy and keywords by taking them to a relevant page on your site Some Tips – Keep It Relevant!

35 Examples of Relevancy

36 Must Have’s - Good tracking software: Google Analytics (free) Goals - Lead Generation Easy to fill out online contact forms? PPC (or online) targeted phone numbers? Consumer-ready web site - Easy to navigate - Topic-specific landing pages Is Your Website Ready for PPC?

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38 Educate yourself on PPC Determine your company’s needs & goals OK to test small & build on success Keep it relevant throughout the process – from keywords to ad copy to your landing page – make it easy for the customer Re-invest part of your PPC profits back into your campaigns Allocate resources to support your campaign – constantly changing PPC atmosphere Final Thoughts

39 Available from Free Resources

40 Thank you for listening. Any Questions?