1. ThinkSEM Consulting, LLC – Confidential and Proprietary 1

2. Introduction to Pay-Per-Click
Marketing and Landing Pages
Clint Danks - ThinkSEM
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3. - Who are we?
ThinkSEM
• Founded Nov. 1, 2007
• Core Services
– Pay-per-click marketing (PPC)
– Landing page design & testing
– Website design
– Search engine optimization (SEO)
– Much more….
• Preferred Vendor of
TrustedChoice.com
• Google Partner
• Bing Ads Accredited
• 4-time Design Award Winner
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4. - Who am I?
Clint Danks
• 12 years’ industry experience
• Managed over 20MM in client ad
spend
• Founder of Minnesota Search
Engine Marketing Association
(MnSearch)
• Advisory Board - MnSearch
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5. Table of Content
Pay-Per-Click (PPC)
• What is Pay-Per-Click?
• Features and Benefits
• How does PPC marketing help
your insurance agency?
• Introduction to the platforms
Landing Pages
• What is a landing page?
• What is NOT a landing page
• Why landing pages?
• Tracking PPC and Landing Pages
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6. What is Pay-Per-Click?
• PPC is a model of online marketing wherein advertisers pay
when their ads are clicked, essentially buying traffic for a
website/landing page.
• PPC, also known as CPC (cost-per-click), SEM (search engine
marketing), or Paid Search, is an immediately effective way to
funnel traffic to a website/landing page.
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7. Sponsored Search - AdWords
• Most noticeably, paid search occurs on search engines
(i.e., Google). Ads are triggered by keywords visitors type into
the search box.
This type of PPC
is called Sponsored
Search.
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8. Sponsored Search – Bing Ads
• Most noticeably, paid search occurs on search engines
(i.e., Google). Ads are triggered by keywords visitors type into
the search box.
This type of PPC
is called Sponsored
Search.
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9. Display Ads/Banners
• Advertisers can also opt to have their banner ads appear on
related websites. This is called the Display Network.
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10. Remarketing
• Scenario: You visit a car website, researching a new vehicle.
Later, you visit weather.com to check the temperature…
…and lo and behold, you see a banner ad for the very car
dealership you visited earlier. You’ve been remarketed to!
• Remarketing is a way for advertisers to get back in front of a
previous audience – visitors who didn’t take a desired action
on the site – with ads shown on other websites in the Display
Network.
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11. Features and Benefits of PPC
• Geo-targeting
• Day-parting
• Device Targeting
• Keyword Control/Relevancy
• Demographic Targeting
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12. Geo-Targeting
• Most often, advertisers don’t want their PPC ads to show
world- (or even nation) wide.
• Geo-targeting allows you to target an audience within a
specific geography (whether a country, state, county, DMA,
city, zip code or radius target).
– Saves money on wasted clicks – visitors outside your
desired location.
– Efficient use of (tight) budget for local businesses.
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13. Day-Parting
• Day-parting allows advertisers to run ads at certain
days of the week or even specific hours of the day.
• E.g., most B2B businesses are better off serving ads
during hours of operation vs. weekends.
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14. Device Targeting
• Two ways to target audience by device:
– Desktop/laptop + tablets
– Smartphones
• Why target this way?
– Different activity levels/needs depending on device
– Varying experience based on size of screen, etc.
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15. Keyword Control & Relevancy
• Sponsored search PPC’s entire model is built around keywords
– Ads only show for relevant queries (Sponsored Search)
• Account Management
– Keywords organized in niched groups
– Ad copy written specifically to those
keywords
– Ads link directly to landing pages
that match copy’s message
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16. Demographic Targeting
(Display Network)
• Reach the right audience segment by targeting specific
demographics
– Age
– Gender
– Parental Status
– Job title
– Household income
– Interests
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17. How does pay-per-click marketing help
your agency?
• SEO is a long-term endeavor
– Takes a long time (sometimes years) to “ramp up”
– “Free” (if in-house) but very time-intensive
• PPC is immediately effective
– Click “enable” and ads start showing
– Allows greater flexibility
• Keyword targeting
• Volume of traffic/leads
• Easily target by device/demographics/location
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18. Lead Generation That Makes Sense for Your Business
• Many different strategies to choose from.
• What makes sense for your business?
• Highest profit insurance lines?
• Volume?
• Branding?
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19. Brand Awareness
• Banner ads can accomplish
two primary goals
– Local brand awareness
– Lead generation
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20. Introducing the PPC Platforms:
• Google AdWords
• Bing Ads
• LinkedIn
• Facebook
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21. Google AdWords
• Serves ads on Google and their partner network
• Market share
– Google AdWords: 67%
– Bing Ads: 28%
• Primarily a keyword-driven platform
• Multiple ad types/delivery methods
– Text ads for Sponsored Search
– Text and/or banner ads for Display Network
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22. Bing Ads
• Serves ads on both Bing and Yahoo search engines (and AOL
in the near future)
• Primarily a keyword-driven platform
• Less competition
• Cheaper cost-per-click (CPC)
• More flexibility with campaigns/ad groups
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23. Pro’s and Con’s of AdWords and Bing Ads
• Pro’s
– Laser-focused (keywords)
– Take back control over Google and Bing (and Yahoo)
• Con’s
– Account size can become very, very large and difficult to
manage
• 1000’s of keywords
• 100’s of ads
– Can get expensive if not managed correctly
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24. LinkedIn
• Demographic-driven platform
• Continuity from audience to
ad copy to landing page
• “Hybrid” ad styles (50x50
pixel image and text)
• B2B
– Commercial lines
– Vs. Facebook (B2C)
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25. Facebook
• Demographic-driven platform
• “Hybrid” ad styles
• B2C
– Personal lines
• Also supports remarketing
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26. Pro’s and Con’s of LinkedIn and Facebook
• Pro’s
– Much cheaper traffic
– Demographic control (age, gender, likes, geography, etc.)
• Con’s
– Ads can experience “fatigue” over time.
• Same ads served to the same audience over and over.
• Need to have a many different creatives in order to avoid going stale.
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27. Where To Send PPC Visitors?
• The Landing Page
– After we’ve acquired the click, we need to send
visitors to a page where they have a much better
chance of turning into a lead/client.
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28. What is a Landing Page?
• Two “Proper” Definitions
– Website:
• Any page a visitor lands/arrives upon, whether from
organic listing, referral or direct traffic.
– Paid Search:
• A standalone, custom page built for the sole purpose of
converting paid traffic.
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29. Need a Quote?
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30. Want to Find an Insurance Agent?
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31. Custom Business Solution?
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32. Don’t Forget Your Mobile Audience
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33. Other Examples of Landing Pages
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34. Other Examples of Landing Pages
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35. What is NOT a Landing Page?
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36. If You Saw That After Clicking an Ad
• You would set the world record for leaving a website!
• I apologize to the Rezin Insurance Group 
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37. What is Not a Good Landing Page?
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38. What is the Worst That Could Happen?
• These environments do not represent the company brand
effectively
• No clear calls-to-action (or far too many)
• No leads
• Most importantly…wasted marketing dollars!
• And a bad attitude towards pay-per-click
– “Pay-per-click doesn’t work”
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39. Why Landing Pages & Not Website?
• Send PPC visitors to website
– General messaging
– No (specific) message match between keyword/ad
copy/landing page
– Multiple goals on website
– Too many distractions
• Send visitors to specific landing page
– Page designed for specific purpose (1 or 2 goals)
– Minimal distractions
– Message match/continuity
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40. Why Landing Pages? (cont.)
• Attention ratio
– Eliminate distractions and keep visitors focused on what
YOU want them to do (convert).
• Conversion improvement
– Click to trackable lead (form or phone call)
– Maximize ability to convert click into lead
• Isolated testing environment
– Messaging, imagery and form length
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41. Track Your PPC & Landing Pages
• PPC can be tracked to the penny
– Keywords, ads > conversion > ROI
• Call tracking
– Measure every phone call
• Forms
– Capture lead info
– Pre-qualify
• Google Analytics
– Free platform; robust
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42. Who is Going to Effectively Manage
Our PPC Accounts?
• Outside vendor who has years of experience, is a Google
Partner and has case studies.
• Improve account efficiency over time
– Negative terms
– Test ad copy
– Eliminate “dead weight” keywords/ads
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43. Debunking PPC Myths
• Buying PPC traffic means we’ll perform better organically
• Higher spend per click = higher ranking
• Top position = top results
• Bidding on keywords I already organically “rank” well for is a
waste of money
• Click fraud
• Custom landing pages = waste of money (I already have a
website)
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44. Take-Aways
• PPC is the best digital marketing medium
– When done correctly!
• Consistent lead volume
• PPC isn’t for everyone
• Before you start pay-per-click marketing:
– Know your agency close rate on non-referral leads.
– Know your average lifetime value for each client.
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45. Take-Aways (cont.)
• Why close rate on non-referral leads and lifetime
value?
– PPC manager can work backwards in determining the following:
• Monthly ad spend budget
• Optimal cost-per-click (by given insurance line)
• Estimated lead volume/month
• Forecast accurate return-on-ad-spend!
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46. Questions?
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47. Thank You!
Clint Danks, Founder & Co-owner of ThinkSEM
clint@thinksem.com
651-200-3831
2277 Highway 36 West, Suite 220
Roseville, MN 55113
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