getting pay per click to work for your...
TRANSCRIPT
Getting Pay Per Clickto Work for Your Business
Mark Kennedy
SEOM Interactive
“No One Clicks on Those Ads”
Numbers Don’t Lie
Online search ads boost offline sales
• 1.5% increase in store sales
• 5.8% increase in category sales
Projected that by 2017, 50% of all offline retail sales will be influenced by online
What is PPC?
Getting your products & services listed in front of people who are searching for you
Only charged for qualified visitors to come to your site
What Is PPC?
Where Is PPC?
Geographic Target
Ads only show in the areas you choose.
Pictured:
Bucks County
Montgomery County
Keywords
Bad Keywords:
Wine
Good Keywords:
Wine gift baskets
Volume ≠ Sales
Wine
Gifts
Holiday
Wine gift baskets
Wine and cheese baskets
Gift baskets
Ads
Match keyword intent
Best calls to action
Multiple ad variations (A/B test)
Ad extensions
Ads – Keyword Intent
Show an ad that directly relates to search query
Ads – Calls to ActionUse enticing copy with distinct offers
Ads – A/B TestTest to determine the most successful ad copy
Ad A:Wine & Cheese Gift Basket
Handcrafted Gourmet Gifts.Free Same-Day Delivery.
Ad B:Wine & Cheese Gift Basket
Perfect Wine & Cheese Pairings.Free Same-Day Delivery.
Ads – Ad Extensions
Ad Extensions: Seller Ratings
Ad Extensions: Callouts
Ad Extensions: Sitelinks
Ad Extensions: Call Extension
Ad Extensions: Location
Landing Page
Usability (ease of use)
– Calls to action
• Form
• Phone number• Phone number
– Specials & Discounts
Best Chance to Convert
Keyword Intent
+
Relevant Ad
++
Relevant Landing Page
with a good layout and calls to action
= SALE / LEAD
Cost Efficiency
Quality Score x Bid = Ad Rank
Competitor
3 x $2 = 6 Ad Rank3 x $2 = 6 Ad Rank
You
10 x $1 = 10 Ad Rank
Tracking: Traffic, Sales, Revenue
Tracking: On-Site Behavior
Multi-Channel Conversions
Using the Data
• Results of A/B Tests
• Search Query Report
• Location• Location
• Day of week
• Time of day
• Mobile
It’s more than just keywords…keywords…
Product Listing Ads (PLAs)
Selection Strategy: Best sellers, Highest profit margins
Remarketing
Target users who have been
to your site before
– Drop cart
– Discount code
Display, Video & More
The Future of Paid Search
The Future of Paid Search
The Future of Paid Search
Q & AQ & A