Objective of Case Study:  1) to research and identify keywords for Top Notch Sales Training, a fictitiously named Chicago area company engaged in sales training and coaching, 2) to examine the cost of keywords for a national online Pay-Per-Click ad campaign, 3) to compare the keywords and bid prices nationally against local competition, 4)to view the search displayed results for the keyword "sales training Chicago", 5) to make recommendations for a Pay-Per-Click campaign.

Background:  Our company 'Top Notch Training' is engaged in the process of helping CEO's and Sales Managers obtain better performance from their selling efforts by teaching them a systematic selling process.  The selling system instructs learners on the behaviors and actions needed to better qualify candidates, and to close a higher percentage of sales transactions.

Top Notch Training's market area is primarily within a 50 mile radius of the Chicago western suburb or Schaumberg, IL.

Results and Observations:  Using the Yahoo! Search Marketing Keyword Selection and Bid Tools, we research the number of times a search on a particular keyword was performed last month (in July 2005).  We determine the cost of that keyword as shown by positions 1 through 20 in the far right columns.  The cost figure in the columns represents what the advertiser (Top Notch Training) would pay when someone searching in Yahoo!, MSN, and All-The-Web clicks on the ad and visits the www.topnotchtraining.com site.  This is an auction so Top Notch Training's position in the displayed Search Results depends on their willingness to pay for position.

An online advertiser's goal is to minimize the cost of any click, secure a position as high as possible, and have many, many relevant keywords to display with high positions.   Another goal would be to have as many visitors to the site as possible take action that ultimately would lead to a sale.  The action we wish for visitors to take is called a "Call to Action".  When the visitor takes that Call to Action, we call the event a Conversion.

• the top 1/2 of Table 1 is for search count nationally.  The bottom half is for search count with the locality of 'Chicago' added to the keyword phrase.  We see that thousands of searches are done monthly on a national basis with highly competitive keywords.  Local Search for similar terms is just evolving.  This represents an opportunity in positioning the keyword phrases and targeting them locally.  Remember a keyword costs nothing if the ad is not clicked on - but at the same time there is no point in targeting words that do not have traffic potential.
  

• in the case of the keyword 'sales training', there are few searches done locally but the bid price of the keyword is significant.  ($2.81 locally versus $3.54 nationally).  The rapid decline locally suggests we could get a high position and a powerful keyword in the order of $.56.  This kind of visibility is not achievable in a national campaign until well past the 20th position - too late to appear in the Sponsored Results in the top 30 listings.
  

Table 1.  Keyword Research, Monthly Count, and Cost of Ad by Bid Position in $

Search Term and Monthly Count of July 2005; Annual Search Count Approximately 17X Monthly

 Yahoo! Ads

Cost per Click, $ by Position
For Yahoo! Search

Search Term

July  2005

#  of Ads Online

1st

5th

10th

15th

20th

Last

business development

11247

39

1.15

.62

.41

.20

.10

.05

cold calling

1818

19

1.25

.52

.15

.10

.05

lead generation

157121

40

10.12

7.00

3.00

1.56

1.00

.35

motivation

70481

36

.90

.43

.22

.11

.10

.05

prospecting

30944

19

2.30

.85

.12

.10

.05

sales coaching

1233

28

1.56

.75

.36

.20

.11

.05

sales consulting

2269

20

2.01

1.25

.40

.13

.10

.10

sales development

512

9

2.21

.82

.05

sales motivation

745

19

2.10

1.60

.52

.20

.10

sales training

70496

31

3.54

3.10

2.00

1.56

1.06

.31

selling

41490

30

1.00

.76

.22

.15

.10

.05

seminar

77613

40

3.49

2.77

.75

.26

.15

.05

sales prospecting

1317

20

1.90

1.00

.41

.11

.05

.05

sales seminar

1965

18

2.10

.69

.14

.10

.05

 The below listed terms are the same as above except they have "Chicago" added to them.

business development Chicago

58

0

.10

cold calling Chicago

No Suggestions

0

.10

lead generation Chicago

No Suggestions

0

.10

motivation Chicago

123

0

.10

prospecting Chicago

No Suggestions

0

.10

sales coaching Chicago

No Suggestions

0

.10

sales consulting Chicago

No Suggestions

0

.10

sales development Chicago

No Suggestions

0

.10

sales motivation Chicago

No Suggestions

0

.10

sales training Chicago

94

9

2.81

.55

.10

.10

selling Chicago

402

0

.10

seminar Chicago

105

4

.23

.10

sales prospecting Chicago

No Suggestions

0

.10

sales seminar Chicago

27

0

.10

Table 2.  Displayed Search Results in Google, Google Local, Yahoo Engine, and Yahoo Local Engine for the Keyword 'sales training Chicago' (Click on the images at left to enlarge view)

In the national search at left, we see that several companies listed are from the Chicago area, but most are not.  The sponsored searches are not from the Chicago area.  This search returns all firms that a optimized for the keyword, or using a Pay-Per-Click to obtain a top sponsored listing.

In this Google Local Search, we see Chicago area companies are displayed down the right side along with a map, and a clickable link to access their sites.  Only Chicago area results are displayed in a Local Search results area.  You see that the sponsored area (light blue section) has paid ads sponsored by non-Chicago companies.

Similar to the Google national search at left, we see that some companies listed are from the Chicago area, but most are not.  This search returns all firms that a optimized for the keyword, or using Pay-Per-Click for the keyword.

In this Yahoo! Local Sponsored Search, we see Chicago area companies are displayed along with a map, and a clickable link to access their sites.  Only Chicago area results are displayed in a Local Search results.  As in Google, we see sponsored ads with the light blue background display ads for non-Chicago area companies.

This is page 2 from above for Yahoo! Local Sponsored Search.

Recommended Strategy for Top Notch Sales Training:   The advertising goal here should be to generate the most leads possible from a local area using a mix of many, many low priced keywords, and a few, well selected national keywords.  In addition to the keywords listed above, additional words should be researched using Wordtracker or similar research tools.

Specifically:

• Establish a monthly budget for Top Notch Training.  Benchmark an ROI using estimated traffic from the Search Engines.
  

• Implement a Pay-Per-Click campaign in both Google AdWords and Yahoo! Local Sponsored Search.  In Yahoo! set the geographical radius to 50 miles of Schaumberg, IL.  In Google, select the regions by MSA within a 50-60 mile driving area of Schaumberg.
  

• Set up the campaign for maximum ad visibility.  That means all the low cost keywords for the Chicago area that can be generated PLUS some of the "sales keywords" for national exposure (the keywords without the Chicago word added).  Either the monthly budget in Google, or the rank position in Yahoo! will determine the ads placement and visibility.
  

• Write 4 to 5 different ads in both Google and Yahoo!  Add Conversion Tracking to all web pages referenced in the online ads.
  

• Set up a strong conversion page, or landing page for visitors who click on the ads and are taken to the site.
  

• Monitor traffic results and make adjustments in keywords.