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