Paul Tansey

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Introduction
Paul Tansey www.intergage.co.uk Poole
Southampton
Intergage provides functional yet elegant, search
engine friendly and updateable Web sites for the
small or medium sized businesses. Typical prices
are 1,500-5,000.
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Agenda

• What is Web Advertising?
• What can Web Advertising do for my business?
• Why Web Advertising works
• Web Advertising in action
• How to advertise
• Top Tips
• Return On Investment

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What Is Web Advertising?

• Banner Advertising
• Directory advertising
• Pay-per-click (PPC) advertising (sponsoring
  key phrases)

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What Can Web Advertising Do For My Business?

• Get you found by your audience get your
  message delivered
• Deliver lowest cost lead generation/ customer
  acquisition
• Complement your Natural search engine results
• Generate near instant results
• Help you market a new site or previously
  un-marketed site
• Opportunistic marketing and product promotions
• Deliver an outstanding return on investment
  compared to traditional advertising techniques

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Why Web Marketing Works
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Pay Per Click Vs Natural Search Engine Results
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Pay Per Click Vs Natural Search Engine Results
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Advertising Vs Natural Search Engine Results
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Pay Per Click Vs Natural Search Engine Results
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Web Advertising In Action
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You can pay to be here
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All these results are sponsored
For a free, no-obligation initial consultation
about your next site Call 01202 680400 or visit
www.intergage.co.uk
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and here
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PPC Advertising can guarantee to get you in the
top 3 here
Or over here
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and here
and over here
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All of these results are sponsored links
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Top 2 here
and this
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How To Go About PPC Advertising
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UK Turf Occupied By Gangs
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www.overture.com
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Overtures Research Tools

• Is there an on-line demand for what you do?
• How big is it/ where is it?
• What exactly is your potential audience looking
  for?
• What will reaching the audience cost?
• What messages will I use?
• Establish KPIs based on visitors, conversion
  rates, costs profits

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Typical Concerns

• This could bankrupt me!
• Will my product sell on-line?
• What kind of conversion rates can I expect?

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Top Tips - General

• Find 30 or 40 phrases/ key words get customers
  to help!
• Ugly Advertising dont pay for the wrong
  traffic
• Deep Linking take a customer to the most
  relevant page
• CTR CPC Click Through Rates vary by search
  engine and Cost Per Click can be cheaper than you
  think
• Why not create the pages your audience wants
  rather than the pages you want to create?
• Make sure your site is worth advertising!
• A customer has a lifetime value

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Top Tips - Capturing The Click

• Use the exact query in the title and description
• Offer product information, prices, comparisons
  and reviews
• Trusted brand names and vendors
• Make it clear you sell on line
• Incentives promises of discounts, free shipping

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Top Tips - Copy Writing

• Turn down the hyperbole/ marketese
• Punctuate sensibly
• Differentiate yourself
• Remember that the viewer thinks they are looking
  at a search engine

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Top Tips Converting Traffic

• Ensure page content matches key phrases
• Clear concise navigation to related supporting
  sales information
• Clear calls to action on every page where people
  will see them
• Offer an incentive to do it now

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Managing Monitoring Results

• Track leads and enquiries
• Monitor conversion rates
• Monitor profits
• Calculate ROI and aim to improve upon it
• Constantly monitor and refine messages

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Realistic Expectations

• Researchers vs. Buyers

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Summary

• Find out what demand there is that you can
  supply
• Create pages that match the demand
• Find cost effective phrases to sponsor
• Market the pages using natural and PPC
  advertising techniques
• Turn off the paid adverts as natural results
  emerge
• Use Web Advertising like a tap turn it on and
  off as required
• Monitor your ROI and keep honing messages and
  phrases to achieve maximum return