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Top 5 PPC Mistakes
Presenter: Jim Wong, Team Lead, Online Marketing

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Agenda
• What is PPC (Pay Per Click) Advertising?
• Benefits of using PPC for online advertising
• Should you be using PPC for your business?
• Top 5 PPC mistakes
• Case Study
• Questions

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What’s PPC?
Pay Per Click Advertising
• Search (Google, Bing, Yahoo)
• Social Media (Facebook, LinkedIn)

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Benefits
• Get leads, brand recognition
If appropriately executed
• Immediate
• Low Cost (compared to tradition advertising)
• Competitive edge

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Is it for me?
• Search is low risk
• Different platforms for different audiences
What won’t it do?
• Less effective in industries that doesn’t research
online
• Can’t replace SEO, earning natural search rankings
• Won’t sell for you

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Top 5 Mistakes
• Trying to do too much
• Lack of focus and targeting
• Poor Ads
• Poor or lack of conversion focused landing page
• No analysis of PPC performance and intelligence

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Gotta Catch Them All
• Complicated Campaigns
• Too many Adgroups, Keywords
• Too many Ads
It’s Unmanageable

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Focus
• Position
• Location and Geography
• Time of Day
• Devices and Networks
• Demographic

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Stand Out
• Use keywords
• Have an offer
• It’s typically not a branding exercise
• Include your phone number
• Use ad enhancements

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Follow Through
• Have a landing page
• Offers, Phone Numbers, Call to Actions, Forms
• Don’t forget
• Stand Out
• Focus
• Don’t do too much

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What Are The Numbers?
• Traffic
• Bids
• Click through rate
• Bounce rate
• Conversions
• Trends

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Beyond Numbers: ActiveConversion
• Sales Intelligence
• Identify website generated leads & create sales
opportunities
• Identify prospects that don’t inquire
• Track and automatically gauge interest
• Automate reporting of strongest leads to follow up

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B2C Professional Cleaning Case Study
Before After
Cost $3000/month $2000/month
Impressions and Clicks 1500/150000 1000/50000
Click Through Rate 1% 2%
Inquires 2x – 3x

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About FP iMarketing
• Established in 2003
• Over 200 online marketing projects
• 2011 BBB Ethics award nominee
• Google AdWords certified
• Canadian Marketing Association member
• IMA award for outstanding achievements in B2B
websites, 2009 & 2011
• Digital Alberta Think Fresh award finalist for best
digital content for commercial purpose, 2010

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Questions
Jim Wong Brad Kamphuis
Online Marketing Specialist Director Business Development
403-508-9889 x111 403-508-9889 x123
jwong@fp-imarketing.com bkamphuis@fp-imarketing.com
Web: www.fp-imarketing.com
Twitter: http://twitter.com/fp_imarketing
Facebook: http://www.facebook.com/foundpages
Online Marketing Blog: http://blog.foundpages.com/