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Making Pay-Per-Click Search Marketing
              Work for Your Business


                                      Sanger & Eby
                      Cincinnati I-Marketing Group
                                         20 July 2011
About Sanger & Eby
       •       Strategic design & technology firm focused on specialized business
               communications
       •       Services Include:
                –   Strategic planning and research
                –   Social media strategy and execution
                –   User experience planning
                –   Print and interactive design
                –   Interactive and multi-channel marketing
                –   Content development
                –   Search marketing (SEO & SEM)
                –   Website development, custom business and web applications
                –   Mobile applications & sites
       •       700+ Sites designed and developed in 15 years
       •       Clients include:
                –   Macy’s
                –   Fifth Third Bank
                –   Luxottica
                –   AT&T


                                           Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                                        2
                                                         Group All Rights Reserved
About The Cincinnati I-Marketing Group
•    Internet marketing agency founded in 2004 to serve both small firms not large enough
     to take on a full-time Internet marketing manager and other marketing agencies.
•    Online Marketing Services Include:
       –   PPC Advertising Campaign Management (Google AdWords, Microsoft AdCenter)
       –   Online Marketing Strategy Development Consulting
       –   Search Engine Optimization (SEO) Programs and Consulting
       –   Website Traffic Analysis
•    Clients include:
       –   Jones The Florist
       –   Brooklyn Battery Works
       –   Cincinnati USA Regional Chamber
       –   NuVo Technologies
       –   Nixco Plumbing




                                          Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                                       3
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What Is Search Marketing?

       • Search marketing is leveraging search engines such as Google,
         Bing, and Yahoo to market your company, brand, or product
         via paid and editorial search engine results
       • Ensuring your company is featured prominently in search
         results when people enter keywords or phrases related to your
         business.
       • Two Primary Components
               – Search Engine Optimization (SEO)
               – Pay-per-Click (PPC)




                                    Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                                 4
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SEO, Defined

       • The process of improving the visibility of a website or specific
         page in search engines through natural or organic search
       • Uses search engine algorithms to elevate sites to top rankings
       • Considers how search engines work and what people search for
       • Thousands of criteria in algorithms, with constant change
       • Trend toward more human-oriented results
       • Key techniques include:
               –   Editing content and HTML within a site
               –   Increasing relevance for specific keywords and phrases
               –   Removing barriers to search engine indexing
               –   Building inbound links
       • What NOT to do: Black Hat SEO


                                        Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                                     5
                                                      Group All Rights Reserved
PPC, Defined

       • Search advertising model in which advertisers pay the search
         engine when a featured ad is clicked.
       • Advertisers bid on keywords and phrases relevant to their
         business to achieve visibility within paid search results.
       • Search engines display an ad when a user keyword query
         matches the advertiser’s keyword list.
       • Ads are called sponsored links or sponsored ads
       • Appear separately from organic search results




                               Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                            6
                                             Group All Rights Reserved
Why Search Marketing Matters

       •       57% of Internet users search the web every day
       •       46% of daily searches are for info on products or services
       •       20% of Google searches are for local companies
       •       50% of consumers start purchase with online research
       •       63% of B2B buyers start with online research
       •       85% of B2B buyers do online research during purchase cycle
       •       To buy from you, they have to find you
       •       1 trillion+ websites
       •       75% don’t look beyond the first page of results
       •       Rankings 1-5 10 times more likely to be clicked on than 6 & 7
       •       70% of links clicked on are on organic (natural) links



                                       Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                                    7
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If 70% of clicks are on organic links…




                …why use Pay-Per-Click?




                       Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                    8
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Why PPC?

       •       Flexibility
       •       Immediate results
       •       Control over when and where ads appear
       •       Google Content Network displays across multiple sites
       •       Test keywords for SEO
       •       Test call to action for landing pages
       •       Reduces need for content-rich sites
       •       Merit-based ranking (it’s not just about the bids)
               – Quality score and relevance
               – Clickthrough rate and relevance



                                    Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                                 9
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How SEO and PPC Work Together

       •       Test and leverage top-performing keywords
       •       Optimize for search terms you’re not bidding on
       •       A/B testing of landing pages
       •       Test response rates to various calls to action
       •       Multiple appearances on page increases credibility
       •       Appearance of PPC ads drives organic clicks (70%)




                                    Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                                 10
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PPC Overview

• Text ads on search engine pages as well as text, banner
  and video ads on the Google Display Network
• Accounts are opened and managed via secure website.
  Changes can be made 24/7
• Ad position based on bid * Quality Score, which is
  made up of an ad’s click rate, account performance,
  landing page optimization and other factors
• Advertisers only pay for clicks, not impressions
• A daily campaign budget is set to control costs

                       Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                    11
                                     Group All Rights Reserved
PPC Overview

• Reports can be viewed online, downloaded in Excel and
  emailed to specified recipients
• Campaigns can be geo-targeted by: country, state, city,
  metro area, or radius around a ZIP code
• Campaigns can be targeted by device to: desktops &
  laptops, cell phones / network or tablets
• New Call Metrics feature in Google AdWords enables
  advertisers to track phone calls generated



                       Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                    12
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PPC Advertising “Pros”

• Very effective, ads are relevant and tend to convert well
• Easier to precisely measure traffic, sales, ROI, Cost Per
  Sale (or Sales Lead)
• Reach: Place ads in search results & thousands of sites
• Higher level of control, more immediate than SEO
• Great data for refining your SEO effort
• Purchase content site advertising at a reduced rate
• Good way to help protect your brand, establish market
  leadership & ensure people can find you

                        Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                     13
                                      Group All Rights Reserved
PPC Advertising “Cons”

• Account management can be time consuming (writing
  good ads for each group of keywords, evaluating
  results, making changes, etc.)
• PPC works so differently than other forms of
  advertising that “do it yourselfers” are often lost and
  get poor results




                       Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                    14
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Keyword Research




                     Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                  15
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Setting an PPC Advertising Strategy

Establish your strategy by answering some key questions:
• What is the call to action going to be? / What do we
  want people to do on our website?
• Does the landing page and the rest of the site direct
  people to that action?
• How do we convey our benefits (Unique Selling
  Proposition) and/or call to action in the ad copy?




                       Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                    16
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Setting an PPC Advertising Budget

          Use Return on Investment Goals and
                Research to Set the Budget
• How much is each sale or sales lead worth?
• Use the Google Keyword Tool to estimate the level of
  search volume and cost per click
• Estimate your conversion rate and multiply by average
  cost per click to get cost per sale/lead




                       Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                    17
                                     Group All Rights Reserved
Case Study: Macy’s Recruiting




                      Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                   18
                                    Group All Rights Reserved
Case Study: Macy’s Recruiting

• PPC Search campaign started in October, 2010 to recruit
  for District Planner Development Program
• Text ads running on relevant terms like “buyer jobs”,
  “retail planner”, “fashion buyer job”
• Ads direct people to specially-designed landing page
  with button to information request form
• Conversion tracking was added to the form to track
  requests coming from the ad campaign
• Campaign is continuously optimized to maximize results

                       Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                    19
                                     Group All Rights Reserved
Case Study: Macy’s Recruiting

Results
• Macy’s is reaching people interested in a retail planning
  career when they are researching information
• Campaign is driving several hundred people to the
  landing page each month
• Over 1,800 information requests generated thus far




                        Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                     20
                                      Group All Rights Reserved
Combine SEO & PPC for Optimized Results

       •       Increased visibility and awareness
       •       Strengthened credibility and leadership perception
       •       Powerful branding
       •       Long-term visibility
       •       Increased targeted traffic
       •       Increased conversion rates for call to action
       •       Decreased cost per lead and cost per sale
       •       Increased sales
       •       Measurable
       •       Powerful testing and analytics



                                    Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                                 21
                                                  Group All Rights Reserved
Want to Know More?

               Kat Jenkins                                                 Rob Bunting
               Vice President, Strategic Planning                          Czar
               Sanger & Eby                                                Cincinnati I-Marketing Group
               kjenkins@sangereby.com                                      robbunting@gmail.com
               www.sangereby.com                                           www.CallTheCzar.com
               Twitter.com/sangereby                                       Twitter.com/robbunting


                                         Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011                                                                                              22
                                                       Group All Rights Reserved

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Making Pay-Per-Click Search Marketing Work For Your Business

  • 1. Making Pay-Per-Click Search Marketing Work for Your Business Sanger & Eby Cincinnati I-Marketing Group 20 July 2011
  • 2. About Sanger & Eby • Strategic design & technology firm focused on specialized business communications • Services Include: – Strategic planning and research – Social media strategy and execution – User experience planning – Print and interactive design – Interactive and multi-channel marketing – Content development – Search marketing (SEO & SEM) – Website development, custom business and web applications – Mobile applications & sites • 700+ Sites designed and developed in 15 years • Clients include: – Macy’s – Fifth Third Bank – Luxottica – AT&T Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 2 Group All Rights Reserved
  • 3. About The Cincinnati I-Marketing Group • Internet marketing agency founded in 2004 to serve both small firms not large enough to take on a full-time Internet marketing manager and other marketing agencies. • Online Marketing Services Include: – PPC Advertising Campaign Management (Google AdWords, Microsoft AdCenter) – Online Marketing Strategy Development Consulting – Search Engine Optimization (SEO) Programs and Consulting – Website Traffic Analysis • Clients include: – Jones The Florist – Brooklyn Battery Works – Cincinnati USA Regional Chamber – NuVo Technologies – Nixco Plumbing Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 3 Group All Rights Reserved
  • 4. What Is Search Marketing? • Search marketing is leveraging search engines such as Google, Bing, and Yahoo to market your company, brand, or product via paid and editorial search engine results • Ensuring your company is featured prominently in search results when people enter keywords or phrases related to your business. • Two Primary Components – Search Engine Optimization (SEO) – Pay-per-Click (PPC) Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 4 Group All Rights Reserved
  • 5. SEO, Defined • The process of improving the visibility of a website or specific page in search engines through natural or organic search • Uses search engine algorithms to elevate sites to top rankings • Considers how search engines work and what people search for • Thousands of criteria in algorithms, with constant change • Trend toward more human-oriented results • Key techniques include: – Editing content and HTML within a site – Increasing relevance for specific keywords and phrases – Removing barriers to search engine indexing – Building inbound links • What NOT to do: Black Hat SEO Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 5 Group All Rights Reserved
  • 6. PPC, Defined • Search advertising model in which advertisers pay the search engine when a featured ad is clicked. • Advertisers bid on keywords and phrases relevant to their business to achieve visibility within paid search results. • Search engines display an ad when a user keyword query matches the advertiser’s keyword list. • Ads are called sponsored links or sponsored ads • Appear separately from organic search results Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 6 Group All Rights Reserved
  • 7. Why Search Marketing Matters • 57% of Internet users search the web every day • 46% of daily searches are for info on products or services • 20% of Google searches are for local companies • 50% of consumers start purchase with online research • 63% of B2B buyers start with online research • 85% of B2B buyers do online research during purchase cycle • To buy from you, they have to find you • 1 trillion+ websites • 75% don’t look beyond the first page of results • Rankings 1-5 10 times more likely to be clicked on than 6 & 7 • 70% of links clicked on are on organic (natural) links Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 7 Group All Rights Reserved
  • 8. If 70% of clicks are on organic links… …why use Pay-Per-Click? Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 8 Group All Rights Reserved
  • 9. Why PPC? • Flexibility • Immediate results • Control over when and where ads appear • Google Content Network displays across multiple sites • Test keywords for SEO • Test call to action for landing pages • Reduces need for content-rich sites • Merit-based ranking (it’s not just about the bids) – Quality score and relevance – Clickthrough rate and relevance Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 9 Group All Rights Reserved
  • 10. How SEO and PPC Work Together • Test and leverage top-performing keywords • Optimize for search terms you’re not bidding on • A/B testing of landing pages • Test response rates to various calls to action • Multiple appearances on page increases credibility • Appearance of PPC ads drives organic clicks (70%) Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 10 Group All Rights Reserved
  • 11. PPC Overview • Text ads on search engine pages as well as text, banner and video ads on the Google Display Network • Accounts are opened and managed via secure website. Changes can be made 24/7 • Ad position based on bid * Quality Score, which is made up of an ad’s click rate, account performance, landing page optimization and other factors • Advertisers only pay for clicks, not impressions • A daily campaign budget is set to control costs Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 11 Group All Rights Reserved
  • 12. PPC Overview • Reports can be viewed online, downloaded in Excel and emailed to specified recipients • Campaigns can be geo-targeted by: country, state, city, metro area, or radius around a ZIP code • Campaigns can be targeted by device to: desktops & laptops, cell phones / network or tablets • New Call Metrics feature in Google AdWords enables advertisers to track phone calls generated Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 12 Group All Rights Reserved
  • 13. PPC Advertising “Pros” • Very effective, ads are relevant and tend to convert well • Easier to precisely measure traffic, sales, ROI, Cost Per Sale (or Sales Lead) • Reach: Place ads in search results & thousands of sites • Higher level of control, more immediate than SEO • Great data for refining your SEO effort • Purchase content site advertising at a reduced rate • Good way to help protect your brand, establish market leadership & ensure people can find you Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 13 Group All Rights Reserved
  • 14. PPC Advertising “Cons” • Account management can be time consuming (writing good ads for each group of keywords, evaluating results, making changes, etc.) • PPC works so differently than other forms of advertising that “do it yourselfers” are often lost and get poor results Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 14 Group All Rights Reserved
  • 15. Keyword Research Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 15 Group All Rights Reserved
  • 16. Setting an PPC Advertising Strategy Establish your strategy by answering some key questions: • What is the call to action going to be? / What do we want people to do on our website? • Does the landing page and the rest of the site direct people to that action? • How do we convey our benefits (Unique Selling Proposition) and/or call to action in the ad copy? Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 16 Group All Rights Reserved
  • 17. Setting an PPC Advertising Budget Use Return on Investment Goals and Research to Set the Budget • How much is each sale or sales lead worth? • Use the Google Keyword Tool to estimate the level of search volume and cost per click • Estimate your conversion rate and multiply by average cost per click to get cost per sale/lead Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 17 Group All Rights Reserved
  • 18. Case Study: Macy’s Recruiting Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 18 Group All Rights Reserved
  • 19. Case Study: Macy’s Recruiting • PPC Search campaign started in October, 2010 to recruit for District Planner Development Program • Text ads running on relevant terms like “buyer jobs”, “retail planner”, “fashion buyer job” • Ads direct people to specially-designed landing page with button to information request form • Conversion tracking was added to the form to track requests coming from the ad campaign • Campaign is continuously optimized to maximize results Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 19 Group All Rights Reserved
  • 20. Case Study: Macy’s Recruiting Results • Macy’s is reaching people interested in a retail planning career when they are researching information • Campaign is driving several hundred people to the landing page each month • Over 1,800 information requests generated thus far Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 20 Group All Rights Reserved
  • 21. Combine SEO & PPC for Optimized Results • Increased visibility and awareness • Strengthened credibility and leadership perception • Powerful branding • Long-term visibility • Increased targeted traffic • Increased conversion rates for call to action • Decreased cost per lead and cost per sale • Increased sales • Measurable • Powerful testing and analytics Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 21 Group All Rights Reserved
  • 22. Want to Know More? Kat Jenkins Rob Bunting Vice President, Strategic Planning Czar Sanger & Eby Cincinnati I-Marketing Group kjenkins@sangereby.com robbunting@gmail.com www.sangereby.com www.CallTheCzar.com Twitter.com/sangereby Twitter.com/robbunting Copyright 2011 Sanger & Eby and Cincinnati I-Marketing 20 July 2011 22 Group All Rights Reserved