2. 2 PPC Metrics 1. Page Bounce Rates 2. Click-Thru Rates 3. Ad Quality Scores 4. Price Per Click

3. 3 Source: Madden Media, Proprietary Insights November, 2008 MetricImprovement Range Typical RangeTarget Range Landing Page Bounce Rate40+ %30 %20 % Click-thru Rate Keyword Quality Score Average Cost Per Click

4. 4 Source: Madden Media, Proprietary Insights November, 2008 MetricImprovement Range Typical RangeTarget Range Landing Page Bounce Rate40+ %30 %20 % Click-thru Rate1% or less2% - 4%5%+ Keyword Quality Score Average Cost Per Click

5. 5 “Quality Score” Drives PPC Google uses “Quality Score” to determine: Source: adwords.google.com/support 1. Cost you pay for each click; 2. Ad position of your copy; and 3. Eligibility for ad copy to show.

6. 6 Improvements in “Quality Score” “The higher your Quality Score, the better your ad position and the lower your minimum bids.” Source: adwords.google.com/support

7. 7 Example “SarasotaFL.org”

8. 8 Elements of “Quality Score” Your “Quality Score” includes: 1. Relevance of Keywords to ad text/ad group; 2. Quality of your landing pages; and 3. Click Through Rate (CTR) ; and 4. Other relevance factors. Source: adwords.google.com/support

9. 9 Example “SarasotaFL.org” Keyword

10. 10 Example “SarasotaFL.org” AD CopyKeyword

11. 11 Example “SarasotaFL.org” AD CopyKeywordRelevance

12. 12 Elements of “Quality Score” Your “Quality Score” includes: 1. Relevance of Keywords to ad text/ad group; 2. Quality of your landing pages; and 3. Click Through Rate (CTR) ; and 4. Other relevance factors. Source: adwords.google.com/support

13. 13 Example “SarasotaFL.org” Landing Page

14. 14 Example “SarasotaFL.org” Landing Page

15. 15 Example “SarasotaFL.org” Landing Page

16. 16 Example “SarasotaFL.org” Landing Page

17. 17 Keyword Quality: “Siesta Key” 1. Keyword quality score; 2. Landing page indicator of quality; and 3. Cost Per Click

18. 18 Keyword Quality Score: Ranges “Poor”“OK” “Great” Minimum Bid: Source: adwords.google.com/support $0.01 – 0.05 $0.06 – 0.30 $0.40+

19. 19 Keyword Quality Score: Ranges “Poor”“OK” “Great” Minimum Bid: Source: adwords.google.com/support $0.01 – 0.05 $0.06 – 0.30 $0.31+ $5.00+

20. 20 Source: Madden Media, Proprietary Insights November, 2008 MetricImprovement Range Typical RangeTarget Range Landing Page Bounce Rate40+ %30 %20 % Click-thru Rate1% or less2% - 4%5%+ Keyword Quality Score “Poor” 1- 4 “OK” 5 - 7 “Great” 8 - 10 Average Cost Per Click

21. 21 Budget – Average CPC Cost Source: eFrontier.com July 08

22. 22 Budget – Range Tourism CPC Cost Source: Madden Media, Proprietary Insights November, 2008 $ 0.50$ 0.80+ $ 1.00+

23. 23 Budget – Range Tourism CPC Cost Source: Madden Media, Proprietary Insights November, 2008 $ 0.50$ 0.80+ $ 1.00+ Lodging Mixed

24. 24 Budget – Range Tourism CPC Cost Source: Madden Media, Proprietary Insights November, 2008 $ 0.50$ 0.80+ $ 1.00+ Lodging Mixed Typical Destination

25. 25 Budget – Range Tourism CPC Cost Source: Madden Media, Proprietary Insights November, 2008 $ 0.50$ 0.80+ $ 1.00+ Lodging Mixed Typical Destination Fully Managed

26. 26 Source: Madden Media, Proprietary Insights November, 2008 MetricImprovement Range Typical RangeTarget Range Landing Page Bounce Rate40+ %30 %20 % Click-thru Rate1% or less2% - 4%5%+ Keyword Quality Score “Poor” 1- 4 “OK” 5 - 7 “Great” 8 - 10 Average Cost Per Click $1.00+$0.80$0.50

27. 27 14 years ago, Madden Media launched Internet marketing services for both tourism and other clients including: EA Sports Arizona Office of Tourism Coty Cosmetics America West Airlines In 2006, we decided to focus our online knowledge exclusively on tourism marketing We approach each online campaign or product first as destination marketers—not designers, developers, or database managers Online Experts Since 1995