1. www.nb2bc.co.uk Pay-per-Click Advertising Introductory Workshop 24 th Oct 06

2. www.nb2bc.co.uk © 2006 NB2BC PPC Workshop Agenda 9.30-10: Why do PPC? Creating PPC objectives 10-11:Getting found, prioritising keywords TEA BREAK 11.15-11.45:Acquiring traffic, creating the advert 11.45-12.30:Landing page, converting traffic to customers 12.30-13:Summary & discussion

3. www.nb2bc.co.uk © 2006 NB2BC Introductions B2B Team Matt Charman James Pennington Delegates Your name and a FEW words about your business

4. www.nb2bc.co.uk © 2006 NB2BC Workshop Objectives To develop specific pay-per-click advertising campaign for your business: Define PPC objectives Prioritise keywords Create PPC advert Review landing page Be ready to launch your PPC campaign

5. www.nb2bc.co.uk © 2006 NB2BC PPC Advertising Defined What is PPC advertising? type of online advertisement, where the advertiser (i.e. you) pays the publisher each time a visitor clicks on your advertisement l payment based on ‘click throughs’ displaying precisely targeted ads at someone who has shown an interest in a subject, at that particular time l search orientated

6. www.nb2bc.co.uk © 2006 NB2BC PPC Advertising Major search portals are: Google Yahoo MSN (Microsoft) Independent networks exist MIVA Mirago Source: www.searchenginewatch.com

7. www.nb2bc.co.uk © 2006 NB2BC PPC ads and your business Q: Why start PPC advertising? ‘I want to get my website in the search engines’ ‘I want more people to find my website’ ‘I want more traffic at my website’ ‘I want to sell more’ Checklist Objectives Keyphrases Advert Landing Page

8. www.nb2bc.co.uk © 2006 NB2BC PPC objectives Specific and measurable increase newsletter subscriptions by 50% in 6 months generate 50 sales leads for product X per month deliver £1,000 on-line revenue per month generate 20% of leads for sales seminar Checklist Objectives Keyphrases Advert Landing Page

9. www.nb2bc.co.uk © 2006 NB2BC PPC: Getting found Brainstorm all terms remember your objectives don’t use industry speak get customer focussed what makes you unique? brands, generic & specific terms Checklist Objectives Keyphrases Advert Landing Page

10. www.nb2bc.co.uk © 2006 NB2BC PPC: Getting found Which keyphrases are most popular? Use the Overture tool to review Prioritise most popular Checklist Objectives Keyphrases Advert Landing Page

11. www.nb2bc.co.uk © 2006 NB2BC Tea break……..

12. www.nb2bc.co.uk © 2006 NB2BC PPC: Create the Ad Checklist Objectives Keyphrases Advert Landing Page Ads have the following components: Headline Description Display URL Destination URL (landing page)

13. www.nb2bc.co.uk © 2006 NB2BC PPC: Create the Ad Checklist Objectives Keyphrases Advert Landing Page Writing ad copy: Match ad copy closely to keywords Create clear and direct ad titles Use customers’ language Include incentives 50% off……… discount price…… Avoid jargon

14. www.nb2bc.co.uk © 2006 NB2BC PPC: Creating the Ad Search: ‘toshiba laptops’ Search: ‘climbing frames’ Search: ‘PPC training’ PPC examples: Checklist Objectives Keyphrases Advert Landing Page

15. www.nb2bc.co.uk © 2006 NB2BC PPC: Create the Ad Checklist Objectives Keywords Advert Landing Page Compile your advert

16. www.nb2bc.co.uk © 2006 NB2BC PPC: Traffic to customers Checklist Objectives Keywords Advert Landing Page The landing page converts traffic to customers A landing page should: focus, focus, focus! strong call to action minimise other distractions specific, measurable conversion (objectives) drive online registrations sell products today promote an event

17. www.nb2bc.co.uk © 2006 NB2BC PPC: Traffic to customers Checklist Objectives Keywords Advert Landing Page Review landing page Examples: SEARCH 1: ‘Holidays in Rome’ SEARCH 2: ‘Office computer desk’

18. www.nb2bc.co.uk © 2006 NB2BC PPC: Traffic to customers Checklist Objectives Keywords Advert Landing Page Review your landing page

19. www.nb2bc.co.uk © 2006 NB2BC Campaign Launch Checklist Objectives Keywords Advert Landing Page Activating your PPC campaign: different service providers exist quick and easy to set up easily turned on/off Today we will use AdWords from Google! https://adwords.google.com/select/login

20. www.nb2bc.co.uk © 2006 NB2BC Summary PPC campaign Developed objectives Defined keywords Created Ad campaign Reviewed landing page Now ready to launch PPC campaign

21. www.nb2bc.co.uk © 2006 NB2BC Working with the B2B Centre We provide free and impartial e-business advice Consultancy services are available ‘Request Help’ at our website