R.O.I. Paid Search Marketing Information Booklet

1. paid search
marketing
{PPC}

2. CONTENTS//
01 WHAT IS {PPC}?
02 WHY DO I NEED PAID SEARCH MARKETING?
03 HOW DOES {PPC} WORK?
04 OUTLINE OF {PPC} PROCESS AND STRATEGY
05 MONTHLY account MANAGEMENT
06 account OVERVIEW
07 ADDITIONAL SERVICES
08 about R.O.i. media
09 full service offerings
10 CLIENT SUCCESS STORIES
01 // WHAT IS {PPC)?
{PPC} is the process of gaining traffic by purchasing ads on
search engines. It is sometimes referred to as ‘pay per click’
{PPC} marketing, because most search ads are sold on a
{PPC} basis.
{PPC} provides highly effective, instant results which are
achieved by isolating and engaging the exact target market
of the client. These, already interested, consumers are then
re-directed to the client’s site in order to complete their
purchase, becoming a conversion. Paired with the long term
benefits of a SEO campaign, {PPC} offers a full online marketing
service that not only catches users in search engine results
pages (SERPs) but also reaches users in Facebook,YouTube,
LinkedIn (and other social media sites) plus ensures that
conversions flow. {PPC} ads usually come in the form of
“sponsored links” which appear on the top and right-hand side
of the organic listings in the search engine results pages (SERPs).
• {PPC} advertising is 100% measurable. You know exactly what
you’re getting for your budget.
• {PPC} advertising, such as Google AdWords, is the smart way to
advertise your website so that you are able to compete with
websites that dominate the organic listings in the search engine
results pages (SERPs).
• Every time someone clicks on your {PPC} advert you pay the
search engine a specific amount of money.

3. Paid Search Marketing {PPC} www.roimedia.co.za
*R.O.I. Media is a Google Adwords certified company
R.O.I. Media’s main paid search channels are search engines and
display networks:
• Google: (PC as well as Mobile)
• Search Engine
• Display Network
• YouTube
• Microsoft: AdCenter (Yahoo! & MSN)
• Facebook
• LinkedIn
Google {PPC} Ad Space
Facebook {PPC} Ad Space

4. Paid Search Marketing {PPC} www.roimedia.co.za
• Facebook ads function similarly to Google AdWords ads in that you are charged per click (CPC) or
per 1000 impressions (CPM).
• Google AdWords and Facebook ads make use of images. This is proven to lead to a higher ‘click-
through rate’ (or CTR).
• Despite Facebook on average having a far lower CTR it is a great option for powerful
brand marketing as well as far more socially engaging brands.
Facebook are image ads that display on the right hand side of Facebook newsfeeds. Facebook does not
allow us to select our own keywords to target. Instead, it recommends keywords generated from user
profiles.
It then displays ads on profiles related to the keywords and to the product/service being offered. One
of the biggest advantages of Facebook advertising is the ability to target a specific demographic (age,
gender, income, location, interests, etc.)
There are two main objectives for a Facebook ad account:
• Creating brand awareness/brand advertising.
• Enticing users to click ads in an effort to get them to your company website or Facebook page.
Please note that we are unable to provide you with the keywords beforehand, as an advertising account will need to be
created before we can see what facebook recommends.
02 // WHY DO I NEED PAID SEARCH?
R.O.I. Media has an extraordinary team of {PPC} professionals and copywriters who specialise in writing highly
persuasive {PPC} advertising campaigns. Through their creative input, we are able to increase your conversion
rates as we funnel more buyer-orientated browsers towards your website. We also strategically recommend
(as well as offer design and development services of) landing pages to specific advertising campaigns so that
you are able to take advantage of your website’s “silent-salesman” abilities.
Paid search can:
• Improve advert conversion and increase sales
• Increase the number of targeted traffic and visitors to your site
• Increase your conversion rates
• Minimise costs and maximise returns
• Generate more leads, enquiries and sales
• Ensure targeted promotion of a particular product or service
• Make specific geographical targeting possible
• Test conversions by keywords – help SEO
• Promote short term events
• Test new products/markets
BASIC DISTINCTIONS //

5. Paid Search Marketing {PPC} www.roimedia.co.za
03 // HOW DOES PAID ADVERTISING WORK?
{PPC} advertising uses a keyword bidding process, with cost determined by the level of demand on a particular
keyword. For example, ‘travel’ is a highly competitive online keyword but ‘cookie jar’ is not. This means if you bid
for a position on ‘travel’, you will pay a far higher price for a search engine listing compared to if you tried to get
one for ‘cookie jar’. The highest bidder will own the top position on the search engine.
When we create or take control of a {PPC} account, our primary goal is to ensure that we set clear objectives,
meticulously optimise and continually improve upon results. This translates into an increase in targeted traffic,
clicks, higher click through rates (CTR), lower cost per lead and improved conversion rates - ultimately
leading to greater profits.
04 // OUTLINE OF {PPC} PROCESS AND STRATEGY
NEEDS ANALYSIS &
KEYWORD RESEARCH
• We begin by doing extensive research and analysis on your target audience,
their search behaviour and specific industry.
• We then analyse a broad range of high traffic generating keywords to see
which will suit your strategy for best results.
• Once we have finalised your target audience specifics, we are able to
finalise which keywords will have maximum impact.
• From this research we determine and advise on which advertising platform (Google, Yahoo,
Facebook etc.) would best service your need.
When it comes to {PPC} management, our only goal is to maximise your online R.O.I. Our unique approach
ensures that we utilise and extract as much value from the {PPC} framework as possible, providing you with
a cost-effective and rewarding {PPC} advertising account.

6. Paid Search Marketing {PPC} www.roimedia.co.za
PAID ADVERTISING
• Setup Account
• Paid advertising platform
• Insert budget
KEYWORDS AND
AD GROUPS
• Setup key phrases; estimated “pay
per click” {PPC} spend and average
position per key phrase
• Arrange key phrases into more
focused and targeted ad groups
• Write the ad copy, titles and
descriptions for each ad group
• Write second/third/fourth ad copy for
each ad group
• Research the negative key phrases
and add to each ad group
• Set up daily spend amount per
campaign and maximum cost per
click per ad group
• Installation of the conversion tracking
code down to key phrase level
PROGRESS TRACKER
• Throughout the setup phase we
will liaise directly with you to ensure
that you are aware of the progress
and that we implement our {PPC}
strategies in an effective and timely
manner.
CONSULATION &
OPTIMISATION
• Confirm and set up daily spend
amount per campaign and maximum
cost per click per ad group.
• Install the conversion tracking code
down to key phrase level. We will
provide and send this code to your
website developers to implement or
if we can gain access to your website
backend and implement on your
behalf.
ACCOUNT SETUP //
A list of all the elements involved in a {PPC} strategic campaign

7. Paid Search Marketing {PPC} www.roimedia.co.za
05 // MONTHLY Account MANAGEMENT
Once your {PPC} campaign has been set up and optimised, we will move into monthly {PPC} campaign
management. This includes:
ANALYSIS,
MONITORING &
OPTIMISATION
Each month our {PPC} team will dedicate a
significant amount of time towards analysing
the performance of your account. The aim of our
keyword research is to identify keywords that
not only increase traffic, but also maximise the
percentage of targeted visitors that are converted
into paying customers. With R.O.I. Media at the
helm of your {PPC} account you can expect an
increase in the amount of clicks received, lower
cost per lead and improved conversion rates,
all of which ultimately lead to greater profits.
OUR APPROACH TO MONTHLY {PPC} CAMPAIGNS //
• Focus on achieving a higher Quality Score. By increasing Quality Score, your account
will see lower first page bids, and you’ll be able to pay less for a better ad positions
in Google’s sponsored links.
• Improved traffic quality. By continually creating more and more relevant ads and
landing pages, while ensuring new keyword opportunities are found and carefully
constructed, ad groups will lower your costs by way of pricing incentives from the
search engines. The keyword portfolio will get iteratively better targeted with time.
• Offer option of creating and testing conversion-optimised landing pages that are relevant
to your keywords and ad text at additional cost.
• Repeat the process daily.

8. Paid Search Marketing {PPC} www.roimedia.co.za
06 // MONTHLY Account MANAGEMENT
MONTHLY
REPORTING
Within {PPC} are six primary key performance indicators (KPIs) used to
track the progress and performance of your paid advertising account.
Each month you will receive a comprehensive Paid Advertising
Campaign Report, illustrating the positive movements across these
KPIs. The Paid Advertising Account Report will also provide information
on the management and optimisation work that was carried out over
the current month, as well as strategy and work planned for the
following month.
R.O.I. Media uses many proprietary and in-house tools to:
• Implement
• Monitor
• Manage
• Optimise and
• Report daily, weekly &
monthly to deliver results
The most crucial metric that assists us in running an effective {PPC} account is the measurement of conversion rates
through goal tracking.This shows us how powerful each advertisement of your {PPC} account is as a lead acquisition tool.
Our refined method shows us which {PPC} ads are working better than others. This is achieved by measuring which
{PPC} ads are leading to browsers taking positive action on your site (making enquiries) and which ads are ineffective in
delivering measurable results.
• Analysis, tweaking and refinement = improved return on investment.
• KPIs measured

9. Paid Search Marketing {PPC} www.roimedia.co.za
.......................... .......................................... ....................................... .............................................. ..........................
TOP 7 KEY PERFORMANCE INDICATORS {KPIS} //
We measure and report these 7 KPIs as a measure of success:
SPEND TRAFFIC CLICK
THROUGH
RATE (CTR)
COST
PER
CLICK (CPC)
CONVERSIONS COST
PER
CONVERSION
Total monthly
spend vs. budget
Clicks
Impressions Clicks ÷
Impressions = CTR
Cost ÷ number
of Clicks = CPC
Sales / leads /
enquiries. Specific
page views sign ups
downloads
Cost ÷
conversions = CPA
Total monthly
spend vs. budget
Clicks
Social Clicks
Impressions
Social
Impressions
Clicks ÷
Impressions = CTR
Cost ÷ number
of Clicks = CPC
Fanpage “Likes” Cost ÷ c
onversions = CPA
......................................................................................................... ...............................................................................................................................
......................................................................................................... ........................................................................................................................ ......
CONVERSION
RATE
Number of
Conversions ÷
Number of Clicks =
Conversion Rate
Number of
Conversions ÷
Number of Clicks =
Conversion Rate

10. Paid Search Marketing {PPC} www.roimedia.co.za
07 // account OVERVIEW
setup
PREPARATION
• Gathering customer and industry information
• Customer search and keyword research
• R.O.I. Media paid advertising customer audit
questionnaire and welcome pack
• Account setup meeting / call
SETUP
• Define strategy and targets
• Create account in Google AdWords / Facebook
• Insert credit card details
• Industry, keyword and competitor research and
recommendations
• Account population
• Campaign code tracking implementation
• Customer liaison and consultation
• Account goes live
MONTHLY
MONTHLY SERVICES
• Complete monthly analysis and detailed reporting
• Recommendations on bid price changes and bid position maintenance
• Progress reporting and strategy assessment
• Real-time campaign adjustment and optimisation
PAID ADVERTISING SERVICES
Details of the fee structure can be provided by R.O.I. Media by request:
• Set up fee (once-off)
• Monthly management fee (monthly)
• Monthly traffic spend (paid directly to Google or Facebook via your credit card)

11. HOW THE GOOGLE ADWORD
AUCTION WORKS //
HOW DOES GOOGLE DETERMINE
WHICH AD IS SHOWN WHERE? //

12. Paid Search Marketing {PPC} www.roimedia.co.za
08 // ADDITIONAL SERVICES
• Once-off setup services
• Full campaign management services
• Account audit services (detailed report, analysis and recommendations for existing
{PPC} campaigns)
• Landing page identification and optimisation recommendations
• Landing page design and development
• {PPC} training services
• Creative development of image ads

13. 09 // about
R.O.I. Media is a full service international
digital marketing agency specialising in
SEO, Paid Search, Social Media, Marketing
Conversion and Design & Development. Our
head office is based in Cape Town, South
Africa with business partners located in
New York, Ireland, London and Australasia.
At R.O.I. we custom develop online
strategies in a results orientated manner
so as to ensure unquestionable online
success for our clients.
www.roimedia.co.za/about-us
SEARCH ENGINE
OPTIMISATION
Boost visibility, gain credibility
and increase your search
engine rankings with our
innovative SEO solutions.
STRATEGY
Integrated holistic digital and
online strategy is critical for
your business success.
DESIGN +
DEVELOPMENT
Insure you have eye-catching visual
mastery and flawless functionality
combined to represent your brand
with our design and development
solutions.
CONVERSION RATE
OPTIMISATION
Improve usability and the customer
journey of your website and convert
your casual visitors into paying
/ converting customers with our
conversion rate optimisation.
ONLINE REPUTATION
MANAGEMENT
Monitor, manage and
safeguard your business
reputation online.
CONTENT
Relevant, original, well
written content is critical to
your website’s authority and
attractiviness for customer and
search engine ranking.
PAID ADVERTISING
Increased traffic and conversions are just
a click away - check out our strategic
approach to paid advertising.
MOBILE
Ensure your business is
reachable and services the
mobile masses.
SOCIAL MEDIA
Harness the power of communication and
the popularity of social networks. Connect
and engage with your customers and
potential customers with our cutting edge
social media solutions.
10 // full service offerings

14. Paid Search Marketing {PPC} www.roimedia.co.za
12 // CLIENT SUCCESS STORIES
For more client success stories & case studies, visit www.roimedia.co.za/our-work www.roimedia.co.za/our-clients

15. www.roimedia.co.za
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