Receptive to message – want you now

Not “interruption advertising”

Highly targeted traffic

“Implied intent” – can show stage in buying cycle

Precise targeting opportunities

Control of placement on page

Control of creative messaging

Control of destination

Real-time activation and optimization

Significant Education

Management Complexity

Time Consuming

Multiple User Interfaces

Google drove close to 80% of US paid search in 2009, up from 60% in 2006.

Largely at the expense of Yahoo, for which spending share decreased by 12.4%.

Goals: Define business objectives

Metrics: Define key performance indicators (KPIs)

Success: Define conversion events

Intelligence: Collect data and assess

Keywords: Identify keywords, negative keywords, match types, plural vs. singular

AdCopy: State unique value proposition, call to action, and friendly display URLs

Budgeting/Bidding: Set account & campaign level budgets, keyword bidding strategies

Targeting: Utilize targeting methodologies (geo-targeting, by demographics, day-parting)

Distribution/Networks: Decide which engines you should use. Search vs. content network?

Landing Pages: Chosecontent, design & images, calls to action.

Tracking & Analytics: Set keyword level tracking (Depth pays off)

URLs (display/destination): Enhance display URLs to increase credibility

Re-posts 1,200+ brand new accounts (small spenders = aggregate optimization) & overtakes creation of high spending accounts.

Clickable’s newly attained management of the accounts produced in a 3X increase in the overall conversion rate (3.84% vs. 10.79%).

Clickable newly created accounts also outperformed legacy accounts by having a 34% lower CPA.

DEMAND FULFILLMENT: You are ready to fulfill demand

ECONOMICS: You are certain that it makes business sense

STABLE STORE: Your web-site is stable & functioning

DEFINED METRICS: Your metrics are well defined

TRACKING: You are capable to track your sales funnel

REPORTING: Make sure that you have a clear visibility into your metrics

HIRE SMART: Do not try to save on resource, Search is complex and can be costly.

TOOLS: Get Relevant Tools that can help you be more efficient.

TRANSPERENCY: Make sure that you will have full transparency in metrics

COMMITMENT: Don’t settle for long contracts & commitments

FLEXIBILITY: Vendors should easily adjust as your business goals and needs are changing

SCALABILITY: There needs to be a capacity to grow as your business expands

PRICE: Get a defined pricing model that is beneficial to your business

CLEAR ROI: Make sure that there is a clear ROI opportunity

INTEGRATION: Integration should be simple and should not delay you business growth

COMPLEXITY: Diverse and complex user experiences, levels of engagement, etc.

INEFFICIENCY: Most self managed PPC programs fail due to inexperience

TOOLS & PLATFORMS: Create simple and single UE to manage PPC across engines

AUTOMATION: Build automated recommendations that drive efficiency