4 pillars of ppc advertising
DESCRIPTION
Presentation provided to Dealer.com Digital Advisor team on the basics of PPC advertising.TRANSCRIPT
112/27/11
4 Pillars of PPC
2
Pillar 1: Goal Setting
What is your Overall Strategy & Goals?• Generating Leads• Increasing Awareness• Online Sale
What is an acceptable CPA? $10, $20, $50?
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Pillar 2: KeywordsUnderstanding the User Intent1. Head Keywords2. Tail Keywords3. Buying Intent4. Researching Intent
Match Type1. Broad Match2. “Phrase Match”3. [Exact Match]
Negative Keywords
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User Intent Exercise
What Am I?buy 2011 silver honda civic burlington vt
1. Head Keywords2. Tail Keywords3. Buying Intent4. Researching Intent
Tail + Buying Keyword
used cars vt Head Keyword
acura rl reviews Head + Research Keyword
2012 red toyota corolla, burlington vt Tail Keyword
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Match Type Exercise
When Will I Appear?Keyword = luxury car
Search = luxury car reviews Yes
Search = fastest car Yes
Search = luxury apartments Yes
1. Broad Match2. “Phrase Match”3. [Exact Match]
Search = luxury carYes
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Match Type Exercise
When Will I Appear?Keyword = “luxury car”
Search = luxury car reviews Yes
Search = fastest car No
Search = luxury apartments No
1. Broad Match2. “Phrase Match”3. [Exact Match]
Search = luxury car Yes
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Match Type Exercise
When Will I Appear?Keyword = [luxury car]
Search = luxury car reviews No
Search = fastest car No
Search = luxury car
No
1. Broad Match2. “Phrase Match”3. [Exact Match]
Search = luxury apartments
Yes
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Pillar 3: Ad CopyBuilding Block 1: Unique Selling PropositionQ: What is a USP? A: The one thing that makes a product different than any other.
Building Block 2: Call to ActionQ: Isn’t it obvious?A: No, you are competing for the users attention
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Ad Copy Exercise
Good
Good
Bad
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Landing Page Test
Version A Version B
Landing Page Test Ad Copy Exercise
Version A Version B
Performance Chrysler JeepYour Trusted LINCOLN Dodge DealerView Our Huge Dodge Inventory Now.
Performance Chrysler JeepView Our LINCOLN Dodge Inventory.Call Now & Save On All Doge Models
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Test Results
Version A CTR = 1.87%Version B CTR = 10.76%
Version B had a 475% increase in CTR
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Landing Page Test
Version A Version B
Landing Page Test Ad Copy Exercise
Version A Version B
2012 Subaru FosterGet Your Subaru Forester InternetPricing Now – Many New Models in Stock
Subaru ForesterSee Our Subaru Forester Inventory Online Now – Call for Current Deals
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Test Results
Version A CTR = 1.17%Version B CTR = 7.91%
Version B had a 576% increase in CTR
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Pillar 4: Landing PageBuilding Block 1: RelevanceSearch for Honda Accord and land on a page for Toyota Camry
Building Block 2: Call to ActionWhat am I suppose to do?
Building Block 3: TrackingHow do you know it’s working?
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Q & A
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