More Qualified Leads

Using Pay-Per-Click

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©2013 WSI. All rights reserved.

• All lines are muted

• Submit questions via dashboard

• Q&A session at end

• Webinar is being recorded

P R O F E S S I ON AL B AC K G R O U N D

• 11 years of Experience in the Digital Industry

• Multi-million Dollar PPC Campaign Manager

• Contributing Author of Various Publications

• WSI Area Representative for Wisconsin, Minnesota,

North Dakota, South Dakota, Iowa, USA

• Certified by WSI, Acquisio

M EM B E R O F

• Search Engine Marketing Professionals Organisation

• Young Professionals of Racine, Technology Director

What This Webinar will Cover

• How to determine what keywords to rank for

• Understanding the difference between short tail and long tail keywords

• How to laser target your keywords to specific audiences

• Why your keywords, ad text and landing pages need to work in harmony

• Using measurement reports to tweak campaign performance

• Overview of Google’s Enhanced Campaign feature to better manage campaigns in today’s multi-device environment

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Selecting Your Keywords

• Put yourself in the shoes of your customer

– What are your most popular products/services?

– What phrases do your customers typically use to describe your products/services?

– Check your competition

• Try using the Google Keyword Tool to help out.

– https://adwords.google.com/o/KeywordTool

• Try spyfu.com for insight into competition

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Selecting Your Keywords

• Google keyword tool

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Selecting Your Keywords

• Spyfu.com for competition

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Short Tail vs. Long Tail

• Short tail keywords – Broad, general terms – 1 or 2 word phrases – Not very specific to your products or services – Might have lots of search traffic – Probably don’t convert very well

• Long tail keywords – 3 or more word phrases – More specific to your business – Might have less search traffic – Probably convert better

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Short Tail vs. Long Tail

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Source: http://www.gabehoggarth.com

Short Tail vs. Long Tail

• Short tail examples

– Car dealer

– Loan

– Insurance broker

• Long tail examples

– Chevy Tahoe for sale in GA

– Low apr car loans

– Florida boat insurance

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Targeting Specific Audiences

• Why are longer tail keywords generally better?

– “car dealer”

– “Chevy Tahoe in GA”

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Targeting Specific Audiences

• Why are longer tail keywords generally better?

– “loans”

– “low apr car loans”

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Targeting Specific Audiences

• Include address information in local searches

– “car loan from bank in las vegas”

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Landing Pages – Convert Traffic

• “Car dealer”

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Landing Pages – Convert Traffic

• “Chevy Tahoe in GA”

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Improve by Measuring Results

• PPC ads do NOT cannibalize your organic traffic

– PPC provides lift to your natural search listings

– Don’t forget about the people who saw your paid search ad, didn’t click on it, but later went directly to your site as a result

• Tools should be in place to measure and report on all traffic sources and attribute them to the proper channel

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Improve by Measuring Results

• Track ads and test new ads (A/B testing)

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Improve by Measuring Results

• Track keyword performance

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Improve by Measuring Results

• Track phone calls

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Improve by Measuring Results

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• Poor use of call tracking

Improve by Measuring Results

• Google call tracking report

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Improve by Measuring Results

• Advanced call tracking and recording

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Leveraging Ads on All Devices

• New Google Enhanced Campaigns

– Powerful advertising tools for the multi-device world

– Smarter ads optimized for varying user contexts

– Advanced reports to measure new conversion types

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Leveraging Ads on All Devices

• Enhanced Campaigns: multi-device world

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Leveraging Ads on All Devices

• Enhanced Campaigns: smarter ads

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PPC Campaign Success

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Influencing Factors

Keywords

SEO Rankings

Ad Copy

Landing Pages A/B Testing

Website & Other Online Properties

Tracking Platform

Person Answering the Phone

Campaign Targeting

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• Provide advanced digital marketing solutions

• Businesses of all sizes and industries

• World’s largest network of Internet Consultants

• Service more than 80 countries internationally

• Industry winning solutions

• Corporate head office in Toronto, Canada

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