Tips for Driving Traffic With Local Pay Per Click Marketing.
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Monday, 27 August 07 - 02:08 PM (GMT) By Benjamin E Burns in Search Engine Marketing (PPC) |
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Say, you own a local pizza restaurant; both dine in and take out. You’ve heard all the rave about driving traffic with search engine marketing, and need a helping hand in producing a strategy. In the case we will focus on PPC through Google adwords, MSN adcenter and Yahoo Marketing.
The Business Background:
Makes Hand tossed gourmet pizza. Can deliver 5 miles away. Has Dine-in. Can only spend 10 bucks a day with PPC.
My Local PPC Tips:
1. Research your keywords. (i.e. “city” pizza, pizza in “city’, carry out in “zip code of city”… and so many other variations.
2. Ad Copy. Make sure when you create your various ad copy, to include, the city, zip code, special discounts for nearby universities, police, firefighters, include what makes you special.
3. Geo Targeting. Unless you can deliver your pizza across the city and surrounding suburbs then you’re unlike many local restaurants with limitations. Let’s say you can only deliver within a 5 miles radius. In this case, when setting your PPC campaign, restrict your (delivery) ad copy to reflect your limitations. With your other ads that are being used for brand awareness and dine in you can set the limitations a bit more loosely.
4. Cost. If you only have 10 bucks a day to spend you better hope to convert. Now, I’m very concerned about conversion, as they drive business growth, No conversions = no money = not happy.
Make sure you understand your margins, including the costs of using your credit card machine when taking phone orders. From experience, you will spend more in the beginning of any PPC campaign, while you’re collecting enough data from the campaign to make smart and actionable optimization changes.
5. Content Sites vs. Search. If you have a limited budget, you need to produce highly targeted traffic that is in their transactional stage. I would say content sites would drive more brand awareness then a searchers who’s looking to order pizza.
Once you’re converting well and you’re happy with the performance, you'll have a benchmark to measure against running content sites when the time comes.
Running a successful PPC campaign relays on your landing page, that relate to each keyword and ad copy. In the coming days, I'll create a post on layout tips when designing and coding local market landing pages.
Cheers!
Benjamin Burns (Search Engine Marketing, Local PPC)
“Pay Per Click Without KPI's!“
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Friday, 06 July 07 - 05:31 PM (GMT) By Benjamin E Burns in Search Engine Marketing (PPC) |
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Four Measurements you should apply to your Pay Per Click Campaign
(additional measurements will come)
Click Value – How much is a click worth to you? Is a click to your contact page the same as your lead form or to the services page?
Cost Per Action – How much does it cost, to have a user carry out a specific action, such as a lead form, make a purchase, drop an item in cart... and so on.
Total Click Price – Know the total sum you need to spend on PPC to generate a sale.
Breakeven Cost Per Sale/Action – The maximum amount you can pay for a particular action, or sale, without losing money.
I can come up with a dozen more measurements to implement during your PC C campaign, but... I need to a grab cup of coffee with a friend. I will continue this ASAP.
Cheers!
Benjamin Burns (PPC)
What PPC Engine Do I like Most?
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Tuesday, 19 June 07 - 05:25 AM (GMT) By Benjamin E Burns in Search Engine Marketing (PPC) |
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Shoe Money of shoemoney.com posted this question, and like a good SEM I spoke. You can read the posts here or here (i.e below :) )
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Hello Jeremy and Team, Benjamin Burns from (Constratus) here. I would say it deeply depends on the target market. I find that Google adwords sends the most traffic, MSN converts the best, and Yahoo is great for targeting the female market. Top 3 reasons why MSN adcenter is my winner 2. Conversions are wonderful, get use to double digits 3. The Adlab tools they plan to launch are better than any other PPC engine to date. The audience I’m sure is aware of this, yet the main stream public is so… Google centric that they are hypnotized in thinking Google is the only engine that delivers. Go Save money, convert in the double digits in some cases and test the tools in (adlab). I have to hand it to MSN, they did a great job with their PPC platform, now if they can only spend time working on their search engine :) Happy success with Auction Ads!! Cheers! |
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Search Engine Marketing and the Client
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Monday, 04 June 07 - 03:36 PM (GMT) By Benjamin E Burns in Search Engine Marketing (PPC) |
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Warning, the client needs to fully understand your restrictions when producing leads.
Time to tell a story.. Once upon a time a company wanted to make money selling their widgets online, through the power of pay per click marketing (PPC) with the top tier search engines Google Yahoo and MSN.
Now keep in mind the company widgets cannot be purchased on the site through an e-commerce engine, shipping restrictions of only five states and not open on the weekends.
The only possibility of a sale, is if the visitor calls the 1800 number and places an order (mind you this order must be enough to profit from which means if the order is not large enough it’s turned down.
Now the role of the search marketer is to send qualified leads to the site in hopes that the user calls and places an order.
As the online marketing leads trumped all other offline engagements, the company had: (monthly)
3 leads from lets say newspaper
5 leads form magazine
and 95 leads from online, yet only converted 3 out of 95 leads something is wrong.
Once again the role of the search marketer in this case was to produce targeted leads to the site through ppc, once a user calls and if they call your responsibility ends in this case.
Now if you as the company cannot convert your leads into a sales, then that’s on you. Defining the overall goals as the search marketer is critical, please outline in detail your responsibilities and limitations when going into a contract or else :).
Benjamin Burns (SEM)
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