your Search Engine Marketing ROI

Transcription

1 CRANK UP your Search Engine Marketing ROI ARI Network Services (800) ARI MCDE Network 2013Services 2013

2 Introductions Glossary of Terms Changes with SEM PPC Overview Strategies Real World Application Questions & Answers Presented by ARI Network Services Blane R. Vik SES Account Manager Google AdWords Certified 8+ Years PPC Experience 100+ Active Clients MBA Bob McCann Director of Education Authored T.I.P.S. ebusinesssales Method FootSteps Product Manager Got his start at Ford.com

3 Glossary of Terms SEM Terms SEM PPC Clicks Impressions CTR Avg. CPC Cost Avg. Pos. Conv. Conv. Rate Lost IS Budget Description Search Engine Marketing Pay Per Click The Number of Times a Searcher Clicks on Your Ad The Number of Times your Ad is Displayed By a Search Engine Click Through Rate (Number of Clicks/Impressions) Your Average Cost Per Click Your Total Cost (Number of Clicks x Avg. CPC) The Average Position of Your Ad The Number of Conversions Your Ads Create The Number of Conversions/Number of Clicks The % of Impressions Your Campaign is Losing Based on Your Budget

4 What s Trending Social Influence

5 PPC Overview Facts Trends

6 Build your Strategy Below is an example of a completed ad words campaign. This is what you can look forward to having your campaign look like when completed.

7 Questions and YOUR Answers Begin with answering the follow questions. These are the critical questions that need to be answered when setting up your advertising campaign. Your Market International: National: Regional: States/Provinces: Cities: Or, miles around your location: 5 miles

8 Take a moment to jot down your brands, models and categories to help attract the RIGHT traffic to your website. Your Brands, Models, and Categories Brands: Models: Categories: Discover Boating 2013

9 It s a common practice to run separate ad groups for New and Used Boats to target both segments effectively. New and Used Boats New Boats: Not brand specific, but generic new boat related terms Examples: New Boats, New Boat, Boats for Sale, Ski Boat, Fishing Boats, Cruisers, Fishing Boats for Sale, Sl Bowriders, Sport tboats, Yacht, Yachts Note: Google will suggest relevant keywords as you create your ad groups Used Boats: Generic related used boats related terms and add brand names of your current used boat inventory

10 Boat sales and service is a seasonal business, so it s important to spend your advertising dollars carefully to move the units and promote seasonal service at the right time of year. Inventory Levels What models do you have the most of? Do you want to move used boats before you have to winterize or store them? Winterization, Storage, Shrink Wrapping, or Spring Tune Ups? Most Profitable You will want to focus your advertising efforts on the boats lines and service opportunities that will return your dealership the most profit

11 It is a best practice to highlight your competitive advantage in your PPC ads. Take a moment to review your accomplishments and the advantages you have over your competition. Competitive Advantage(s) Examples: Top 100 and/or Certified Dealer? Large or largest dealer in area, state, etc? Huge new and or used inventories? Exclusive boat Lines? Marina, service and/or storage facilities? Competitive pricing and or financing?

12 After you spent the time and money to generate more traffic for your website it very important that your website is setup to convert the visitors to leads. In addition to having your phone number appear on every page, it important to have Call to Action links that allows a visitor to contact you and share their contact information. Calls to Action Some Suggestions: Newsletter Sign Up Contact Us More Information Request a Quote Trade In Evaluation Service Request Order Parts Storage Request Credit Application

13 We are often asked what is the right amount of money to budget for PPC advertising. A good start is to take a part of your current marketing budget and redirect some towards PPC to test the results. Below is what it will take to generate the number of leads to sell boats assuming average results. Ad Budget PPC Spend Additional Visitors Website Leads Showroom Traffic Boats to Sell Sll $0.50 Avg. CPC 2% Conversion Rate 30% Shown Appt. 20% Closing Ratio

14 Let s jump right in and look at a real marine dealer s account to show you the steps and parts of an effective campaign for the dealership. Real World Dealer Campaign Setup Ad Group Set Up Campaign Settings Ad Copy Keyword Selection Site Link Extensions Conversion Tracking Monitor and Adjust

15 Let s start with setting up your campaign using Google AdWords. Campaign Setup Next, you need to create Ad Groups Ad Groups Now you need to adjust the Campaign Setting Campaign Settings

16 Now, you are ready to write your first ad Ad Writing Headline Up to 25 Characters Display URL Up to 35 Characters Description Two lines up to 35 Characters per line Create your headline using up to 25 characters Headline Let s take them to your landing page using up to 35 characters Display URL

17 Huge! Separate your ad from the rest with a well written ad using your competitive advantages Description Your ad copy will be unique for desktops and other devices. Ad Copy Desktop You should link to mobile ads to your mobile website. Ad Copy Mobile

18 Google is watching, so insure your ad includes your keywords. Quality Score Give your prospects options to connect to the multiple pages on your site. Link Extensions Now sit back, analyze the traffic and adjust accordingly. Conversion Tracking and Adjustments

19 Going Live! Creating an actual campaign. Notes: