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Top 5 PPC Strategies

Topics for Today’s PPC Webinar

• Important Stats to Consider

• How to Increase Click-Through-Rate

• How to Increase Conversions

• Importance of Quality Score

• Choosing Keywords as They Relate to

the Sales Cycle

Topics for Today’s PPC Webinar

• Important Stats to Consider

• How to Increase Click-Through-Rate

• How to Increase Conversions

• Importance of Quality Score

• Choosing Keywords as They Relate to

the Sales Cycle

Important PPC Metricsto Consider

• CTR

• Conversion Rate

• Cost/Conversion

• View-Through Conversions (Display Network)

• ROI

Topics for Today’s PPC Webinar

• Important Stats to Consider

• How to Increase Click-Through-Rate

• How to Increase Conversions

• Importance of Quality Score

• Choosing Keywords as They Relate to

the Sales Cycle

Start with compelling ads

Relevancy can only get you so far, be creative

• Draw attention

• How are you different?

• What makes you stand apart?

• Call to action

How to IncreaseClick-Through-Rate

Good Example

Bad Example

Relevant Keywords

• Target the right terms

• Theme your keywords within ad groups

How to IncreaseClick-Through-Rate

Google Instant

Topics for Today’s PPC Webinar

• Important Stats to Consider

• How to Increase Click-Through-Rate

• How to Increase Conversions

• Importance of Quality Score

• Choosing Keywords as They Relate to

the Sales Cycle

• Where am I?

• What can I do here?

• What should I do here?

• Unsupervised thinking

• Aesthetics

• Keep Quality Score in Mind

How to Increase Conversions

Landing Page Best Practices

Topics for Today’s PPC Webinar

• Important Stats to Consider

• How to Increase Click-Through-Rate

• How to Increase Conversions

• Importance of Quality Score

• Choosing Keywords as They Relate to

the Sales Cycle

Quality Score Consists of 3 Main Components

• CTR

• Relevancy

• Landing Page Quality

Improve Your Quality Score and Ad Rank

CTR

Relevancy

Landing Page

Ad Rank: How it’s calculated

Quality Score x Max Bid = Ad Rank

A higher Quality Score also means a lower CPC

Max Bid Quality Score Ad Rank Position

Company A $4.00 1 4 x

Company B $3.00 3 9 2

Company C $2.00 6 12 1

Company D $1.00 8 8 3

Max Bid Quality Score Ad Rank Position

Company A $4.00 4 16 1

Company B $3.00 3 9 3

Company C $2.00 6 12 2

Company D $1.00 8 8 x

Topics for Today’s PPC Webinar

• Important Stats to Consider

• How to Increase Click-Through-Rate

• How to Increase Conversions

• Importance of Quality Score

• Choosing Keywords as They Relate to

the Sales Cycle

Choosing Keywords For Each Stage in the Sales Cycle

1. Understand each stage in the sales cycle

2. Organize your keywords around each of these steps in the cycle

3. Add negative terms

4. Measure your success of the keywords in each step differently

Key Takeaways

• Relevancy = Higher Click Through Rates

• Use Landing Page Best Practices to Increase

Conversions

• Improve Quality Score through Relevancy,

High CTRs, & Quality Landing Pages

• Choose Keywords in Each Stage

of the Sales Cycle

Contact Us for a free detailed PPC Campaign or Site Analysis

of your website!

Please contact:

Mark Powers

(800) 619 1570

Mark.p@Webmarketing123.com

Search Engine Marketing – A PerspectiveContact Information