1. Selling PPC & Social Media
June 29, 2011

2. Top PPC Platforms
• Highest Search Volume, over 90% of clicks
• Highest competition
• Best display and retargeting network
• Lower search volume than Adwords, but trying to
hold on to their market (e.g., recently started
allowing bidding on branded terms)
• Generally less competitive than Adwords
• Usually a supplement to an Adwords campaign
We always start with Google because of the tools and size of the network.
Yahoo and Bing are added as budget permits.

3. Bidding on Keywords
• The most common bidding option is
Cost-per-click (CPC). CPC bids determine
the amount you're willing to pay for each time someone clicks on your ad
when it shows on Google, Bing/Yahoo.
• Your actual costs will likely be less than the bids you choose. You usually end
up paying less than the CPC amount you set.
• In general, a higher CPC bid can allow your ad to show at a higher position on
the page.

4. PPC Budget
• Initially determining budget can be tricky. You will get questions like:
– How much does it take to “own” my keywords?
– How many searches are there for “keyword” x in my market? How much do they cost
per click?
– If I pay $4, will I always be in the first position.
• Flip the conversation around to get a better understanding of
expectations
– How many customers do you need from this program? (Example: 10 new customers)
– How many calls does it take to get a customer? (Example: I close 50% of calls)
– That means you’ll need 20 calls. The average service business website converts at
between 5% and 10%. You’ll need 200 clicks (assume 10%).
– If you get a cost per click estimate of $4, then this customer would need an $800
budget

5. Example
Lead Generation Model for XYZ Co
Scenario $5 CPC $7 CPC $10 CPC
1.5% Conversion $ 333.33
5% Conversion $ 100 $ 140 $ 200
8% Conversion $ 63 $ 88 $ 125
10% Conversion $ 50 $ 70 $ 100
12.5% Conversion $ 40 $ 56 $ 80
Budgets Based on Lead Volume
$50 / lead $87.50 / lead $100 / lead
10 500 875 1000
20 1000 1750 2000
30 1500 2625 3000
40 2000 3500 4000
50 2500 4375 5000

6. Are Any of Your Clients
Good Candidates for PPC?
A small business with a low budget can certainly have success with PPC.
Things to consider:
• Are people searching on Google for products/services offered by your client?
– Use Google keyword tool and traffic estimator. Run test on relevant keywords and
find search volume and estimated costs
• Just about any business can find targets on the Google Display Network
– Ads are shown on targeted websites across the Google Display network
– Not keyword driven
– Can be used for branding
– Can be used to “blast” a message (get the word out about a special event)

7. How Can a Small-Budget Business Compete?
• Use keyword tool to find “long-tail” versions of relevant keywords;
Example:
– Keyword “mover” is highly competitive – find “long-tail” keywords like local mover,
mover in 22181 (local zip code), mover in DC, tend to be less
competitive/expensive.
• Use the Google Display Network
– Clicks are usually far less expensive than on Google Search
– Target websites, audiences and topics across the Google Network
– Ads can be text, image, video, or rich media format
• Experiment with a remarketing campaign on Google Display Network
– Visitors that leave your site without taking any action will see your ad on various
sites as they navigate the web – prompts pre-qualified customers to keep your
products/services in mind and return to your website when they’re ready to take
action.

8. PPC Selling Points
Let your clients know that you offer
very flexible PPC campaigns and:
• Adwords Certified Analysts running campaigns
• Your client identifies the goal (click or
conversion). Our analysts are scored on
meeting your goal
• All data is reported in your dashboard
– Total spend
– Number of goals completed (web forms and phone
calls)
– Details about keywords
– Notes from your analyst
• If needed, you can provide call to action
focused landing pages

9. Social Media PPC
• Facebook PPC Ads are set to
target people who “like” specific
Facebook pages (not all FB pages are eligible for
ad targeting)
• Like traditional PPC, you set budget and max.
CPC
• Clicks send traffic to your Facebook page or
website

10. Selling Social Media Packages
• Many businesses want to get involved with social media but don’t have
the time or expertise to run a campaign – let you clients know that you
offer Social Media Services.
• We will set up and manage a Facebook, LinkedIn and Twitter
• We write one blog post per week. Distribute it via Twitter, Facebook,
LinkedIn and other RSS enabled services.
• Find related articles and share on selected networks
• For Twitter we look for potential prospects to build followers
• Client can put Facebook, Twitter or other logo on their website to drive
traffic to the page.
• Facebook PPC campaign can also drive traffic to client’s Facebook page
(or website).