PPC presentation - UKTI Nov 09

4. Pay Per Click and the digital media mix % share of revenues for 2007 Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. £224.4m £20.5m £15.7m £8.8m £55.6m £10.9m £ 182.0m £80.3m £768.3m

6. Ever seen this?

9. Altavista

12. New Advertiser Advertiser at position 1 Advertiser at position 2 Advertiser at position 3 Advertiser at position 4 Bidding in reality Bid price of £0.50 Bid price of £0.40 Bid price of £0.30 Bid price of £0.20 100 click throughs 75 click throughs 50 click throughs 25 click throughs Position 3 Bid price of £0.35 50 click throughs Payment of £0.31 per click, up to £0.35 Cost = bid price multiplied by number of click throughs

15. Capture The Long Tail Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’

16. Segment and target Best Practice: Match the Terms (and Pages) to Customers’ Intents Customer Need Keyword Attributes Examples “ What is out there to meet my need?” “ How can I learn about a product or service?” Informational terms Product classes Problem descriptions DVD player Family holiday Financial planning “ What brands and features are there?” “ What is distinct about this one?” Features Brand names Differentiators Portable DVD player Hawaii holiday Personal pension Learning Shopping Buying “ I want that one!” “ Who stocks this model number?” Product code Locations Nicknames Panasonic DVD-LX9 Maui golf resort Low risk growth fund

17. www.royaldubai.co.uk – PPC then SEO

18. Measure your performance

19. www.spyfu.com

21. How pay-per-click works Search Term Research & Targeting Drives Quantities of Leads Title & Description Targeting Drives Quality of Leads Landing Page Targeting Drives Conversions

22. Yahoo Search Marketing - Keyword Assistant

23. Simply Type in a search term relevant to your web site The ‘Count’ shown next to each term refers to the number of UK consumers who searched for that term in the previous month Yahoo Search Marketing - keyword assistant http://searchmarketing.yahoo.co.uk/en_GB/ A list of related terms will appear

24. https:// adwords.google.co.uk/select/KeywordToolExternal

28. Keyword selection computer 132,755 laptop 19,152 sony vaio 2,264 sony vaio z1sp 47 cheap sony vaio laptop 11 £5.00 £0.46 £0.40 £0.10 £0.10

31. Three Steps to Success Search Term Research & Targeting Drives Quantities of Leads Title & Description Targeting Drives Quality of Leads Landing Page Targeting Drives Conversions

32. £50 Offer