A presentation to the Eureka Springs Chamber about common terms in internet advertising and what to do with leads.

1. SAY WHAT? WHAT IS ALL THIS
STUFF ONLINE ANYWAY?
Presented by Jacqueline Wolven

2. Too Many Ideas – Say What?
What is Pay Per Click?

What is an impression?

How much is a lead worth?

What Happens to your leads?

Small price great benefit!


3. What is Pay Per Click?
Wikipedia Says: “An Internet advertising model

used on search engines, advertising networks,
and content sites, such as blogs, in which
advertisers pay their host only when their ad is
clicked. With search engines, advertisers
typically bid on keyword phrases relevant to
their target market. Content sites commonly
charge a fixed price per click rather than use a
bidding system.”

4. What Is Pay Per Click?
Websites that utilize PPC ads will display an

advertisement when a keyword query matches
an advertiser's keyword list, or when a content
site displays relevant content.
Such advertisements are called sponsored

links or sponsored ads, and appear adjacent
to or above organic results on search engine
results pages, or anywhere a web developer
chooses on a content site.

5. What Is Pay Per Click?
Although many PPC providers exist, Google

AdWords, Yahoo! Search Marketing, and
Microsoft adCenter are the three largest
network operators, and all three operate under
a bid-based model.
Cost per click (CPC), varies depending on the

search engine and the level of competition for
a particular keyword.

6. What is an Impression?
Sometimes called a view or an ad view, is a

term that refers to the point in which an ad is
viewed once by a visitor, or displayed once on
a web page.

7. What is an Impression?
An impression is an estimate of the number of

people a particular advertisement is reaching,
and may be counted in different ways
depending upon the way the ad is situated on
the page, as well as the number of times the
web page where the ad appears is shown.

8. What is an Impression
Ad reports list the number of total times of

impression of the ad, which basically counts
the number of times that the ad was served by
the search engine when the keywords that the
ad is connected to were searched for.

9. How Much is a Lead Worth?
If you are paying $250 a year for an online ad

and you are receiving 5000 leads a year -
consider the following:
Would you have been able to generate those
•
leads yourself?
How many of those leads are translating into
•
sales?

10. What Happens to your Leads?
You have a number of lead generators –

CAPC, Chamber, other associations,
marketing what are you doing with them and
what are some of your options?

11. Email Marketing
Using Constant Contact you can create a

custom, low cost branded email that you can
send to your leads.
Sending them a monthly “hello” can continue

their interest in you
Cost: $15 - $30 a month


12. Cooperative Marketing
Choose two other businesses that your current

customers might like and do a cooperative
marketing piece.
Direct mail

Email marketing

Cost – depends on effort, but cost is split three

ways

13. Packages
Three options creates a package!

Select a dining, lodging, attraction, or retail

option to package your marketing efforts.
This adds value and shares the cost of the

marketing effort.
Ideas:

Girls shopping, family fun, couples get away!
•
Honeymoon, anniversary, wedding party!
•

14. Automatic Response
If you are short on time you can set up a direct

mail campaign and email campaign to run
pretty automatically. Check with Constant
Contact and Quantum Mail – both inexpensive
and easy to use.

15. Small Price Great Benefit
$250 for a banner ad – generating 100 leads a

week allows you the opportunity to send your
message inexpensively to people who are
already interested in the area.
If you are prepared to do a little extra work you

could positively impact your bottom line for a
very small investment.