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Top 5 PPC Mistakes

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Powered by Top 5 PPC Mistakes Presenter: Jim Wong, Team Lead, Online Marketing
Powered by Agenda • What is PPC (Pay Per Click) Advertising? • Benefits of using PPC for online advertising • Should you be using PPC for your business? • Top 5 PPC mistakes • Case Study • Questions
Powered by What’s PPC? Pay Per Click Advertising • Search (Google, Bing, Yahoo) • Social Media (Facebook, LinkedIn)
Powered by Benefits • Get leads, brand recognition If appropriately executed • Immediate • Low Cost (compared to tradition advertising) • Competitive edge
Powered by Is it for me? • Search is low risk • Different platforms for different audiences What won’t it do? • Less effective in industries that doesn’t research online • Can’t replace SEO, earning natural search rankings • Won’t sell for you
Powered by Top 5 Mistakes • Trying to do too much • Lack of focus and targeting • Poor Ads • Poor or lack of conversion focused landing page • No analysis of PPC performance and intelligence
Powered by Gotta Catch Them All • Complicated Campaigns • Too many Adgroups, Keywords • Too many Ads It’s Unmanageable
Powered by Focus • Position • Location and Geography • Time of Day • Devices and Networks • Demographic
Powered by Stand Out • Use keywords • Have an offer • It’s typically not a branding exercise • Include your phone number • Use ad enhancements
Powered by Follow Through • Have a landing page • Offers, Phone Numbers, Call to Actions, Forms • Don’t forget • Stand Out • Focus • Don’t do too much
Powered by What Are The Numbers? • Traffic • Bids • Click through rate • Bounce rate • Conversions • Trends
Powered by Beyond Numbers: ActiveConversion • Sales Intelligence • Identify website generated leads & create sales opportunities • Identify prospects that don’t inquire • Track and automatically gauge interest • Automate reporting of strongest leads to follow up
Powered by B2C Professional Cleaning Case Study Before After Cost $3000/month $2000/month Impressions and Clicks 1500/150000 1000/50000 Click Through Rate 1% 2% Inquires 2x – 3x
Powered by About FP iMarketing • Established in 2003 • Over 200 online marketing projects • 2011 BBB Ethics award nominee • Google AdWords certified • Canadian Marketing Association member • IMA award for outstanding achievements in B2B websites, 2009 & 2011 • Digital Alberta Think Fresh award finalist for best digital content for commercial purpose, 2010
Powered by Questions Jim Wong Brad Kamphuis Online Marketing Specialist Director Business Development 403-508-9889 x111 403-508-9889 x123 jwong@fp-imarketing.com bkamphuis@fp-imarketing.com Web: www.fp-imarketing.com Twitter: http://twitter.com/fp_imarketing Facebook: http://www.facebook.com/foundpages Online Marketing Blog: http://blog.foundpages.com/

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Top 5 PPC Mistakes

  • 1. Powered by Top 5 PPC Mistakes Presenter: Jim Wong, Team Lead, Online Marketing
  • 2. Powered by Agenda • What is PPC (Pay Per Click) Advertising? • Benefits of using PPC for online advertising • Should you be using PPC for your business? • Top 5 PPC mistakes • Case Study • Questions
  • 3. Powered by What’s PPC? Pay Per Click Advertising • Search (Google, Bing, Yahoo) • Social Media (Facebook, LinkedIn)
  • 4. Powered by Benefits • Get leads, brand recognition If appropriately executed • Immediate • Low Cost (compared to tradition advertising) • Competitive edge
  • 5. Powered by Is it for me? • Search is low risk • Different platforms for different audiences What won’t it do? • Less effective in industries that doesn’t research online • Can’t replace SEO, earning natural search rankings • Won’t sell for you
  • 6. Powered by Top 5 Mistakes • Trying to do too much • Lack of focus and targeting • Poor Ads • Poor or lack of conversion focused landing page • No analysis of PPC performance and intelligence
  • 7. Powered by Gotta Catch Them All • Complicated Campaigns • Too many Adgroups, Keywords • Too many Ads It’s Unmanageable
  • 8. Powered by Focus • Position • Location and Geography • Time of Day • Devices and Networks • Demographic
  • 9. Powered by Stand Out • Use keywords • Have an offer • It’s typically not a branding exercise • Include your phone number • Use ad enhancements
  • 10. Powered by Follow Through • Have a landing page • Offers, Phone Numbers, Call to Actions, Forms • Don’t forget • Stand Out • Focus • Don’t do too much
  • 11. Powered by What Are The Numbers? • Traffic • Bids • Click through rate • Bounce rate • Conversions • Trends
  • 12. Powered by Beyond Numbers: ActiveConversion • Sales Intelligence • Identify website generated leads & create sales opportunities • Identify prospects that don’t inquire • Track and automatically gauge interest • Automate reporting of strongest leads to follow up
  • 13. Powered by B2C Professional Cleaning Case Study Before After Cost $3000/month $2000/month Impressions and Clicks 1500/150000 1000/50000 Click Through Rate 1% 2% Inquires 2x – 3x
  • 14. Powered by About FP iMarketing • Established in 2003 • Over 200 online marketing projects • 2011 BBB Ethics award nominee • Google AdWords certified • Canadian Marketing Association member • IMA award for outstanding achievements in B2B websites, 2009 & 2011 • Digital Alberta Think Fresh award finalist for best digital content for commercial purpose, 2010
  • 15. Powered by Questions Jim Wong Brad Kamphuis Online Marketing Specialist Director Business Development 403-508-9889 x111 403-508-9889 x123 jwong@fp-imarketing.com bkamphuis@fp-imarketing.com Web: www.fp-imarketing.com Twitter: http://twitter.com/fp_imarketing Facebook: http://www.facebook.com/foundpages Online Marketing Blog: http://blog.foundpages.com/