This document provides an overview of online marketing and pay-per-click (PPC) advertising. It defines online marketing as marketing products or services over the internet, noting its interactive nature. It then discusses the two main parts of online marketing: search engine optimization (SEO) and paid listings. PPC advertising is explained as a model where advertisers only pay when a user clicks an ad to visit their website. Tips are provided for setting up a successful PPC campaign, including selecting relevant keywords, creating effective ad copy and landing pages, and tracking conversions and return on investment.

1. Easy Way of Making Money ,Working Hard

2. Wat is Online Marketing?
 Online marketing, also referred to as web marketing,
or internet marketing is the marketing of products or
services over the Internet or World Wide Web. The
interactive nature of Internet marketing, both in terms
of providing instant response and eliciting responses,
is a unique quality of the medium.
 Mainly divided into two parts:
- SEO (Organic Listings)
- Paid Listings (PPC, PPM, Pay Per Action, Banner, etc)

3. Organic Search vs Paid Results
 Organic search results refers to those listings in
search engine results pages that appear by dint of their
relevance to the search terms, as opposed to their
being adverts.
 Paid search results refers to purchasing visitors or
"clicks" from a search engine or a website. It further
consists of PPC, PPM, Affiliate Marketing, Banner Ads,
Pay Per Action, etc.

6. 3ree Parts of a Search
1. Searched keywords
2. Pay-Per-Click Adverts - this is where you advertise
3. Organic or Natural search results

7. PPC or Pay Per Click
 What is PPC?
- Pay per click (PPC) is an Internet advertising model
used on search engines, advertising networks, and
content websites, such as blogs, where advertisers only
pay when a user actually clicks on an advertisement to
visit the advertiser’s website. Advertisers bid on
keyword phrases relevant to their targeted market.

8. PPC Platforms
 Google Adwords
 Yahoo Search marketing
 MSN Adcenter
 ASK Jeeves
 MIVA
 7search
 Lycos
 Find What

9. Glossary
 Impressions
 Click Through Rate (CTR)
 Cost Per Click
 Return on Investment(ROI) / Cost Per Lead(CPL) /
Return on Ad Spend(ROAS)

10. Why PPC?

11. WHY PPC?
 Local Targeting – “ Geographic Targeting”
 Giant Audience – Billion of searches vs Billions of $ per
month
 PPC can be used to test the interest of a new product
or a new service
 Pay only for targeted interest – Every click can be
viewed as a potential sale
 Get instant visibility
 Entering cost is small
 Go Green – No Paper Wasted

12. How it Works?

13. Getting Started
 Set aside a PPC budget
 Take the time to
 Plan
 Research
 Setup
 Execute
 Track Results

14. Starting up the Campaign

16. Organizing the Campaign

17. Some tips – keep it relevant
 Keywords
- Select only keywords that make sense and will bring
you qualified traffic
- Find keywords on your website, your competitor s,
keyword suggestion tools like
http://freekeywords.wordtracker.com/
http://adwords.google.com/select/KeywordToolExternal
 Adcopy
- Include keywords in the title and description
 Landing pages
- Make sure you take the visitor from PPC to relevant
webpage on your website

18. Some more Tips
 Advertising Options:
- Search Network
- Content Network
 Depends on the type of product you are promoting. Usually
it is suggested to run the campaign on Search Network
mode.
 Add negative keywords eg: Job
 Try changing the bids if the adcopy is ranking too low

19. Tips to maximize ROI
 Great Ad Copy
 Keyword Specific Landing Pages
 Try to use Long Tail Keywords
 Improve Conversions
 Continually Track What’s Going On

20. Conversions
 Any interaction that you want to track
 Valuable events like:
 Product Purchase
 Form Completion
 White Paper Download
 Event Registration
 Inquiry

21. Landing page
 Call to action
 Navigation – Limit, can distract
 Merchandising
 Local, Geography, Season
 Micro-site
 Self contained site just for the offer

22. Landing Page Conversion
 A/B Test
 Multivariate Testing - Offermatica
 Track visitors from Ad to Landing
 Landing to Next Step and beyond
 Google Conversion Tracking
 Use a Good Metrics Program Like
 Webtrends, Click Tracks, Net Tracker
 Urchin (Purchased by Google)

24. Cost Per Lead
Click Through OR
Impressions Conversion Rate
Rate Return on Ad
Spend

25. Measure if your website is ready?
 Must have’s:
 Good Tracking Software
- Google Analytics (Free)
- Clicktracks
 Goals
- Lead Generation
- Easy to fill out online contact forms
- PPC (or Online )targeted phone numbers
 Consumer-ready website
- Easy to navigate
- Topic Specific Landing Pages

26. Thank you