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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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5

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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9

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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