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Pay Per Click Strategies

Pay Per Click Strategies. Overview Google, Overture, FindWhat Paid inclusion Essential tools. 4 elements to success. Keyword selections Ad copy Landing page Tracking. Find good keywords. server logs customer emails Wordtracker Overture keyword suggestion tool. Landing pages.

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Pay Per Click Strategies

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Presentation Transcript

  1. Pay Per Click Strategies • Overview • Google, Overture, FindWhat • Paid inclusion • Essential tools

  2. 4 elements to success • Keyword selections • Ad copy • Landing page • Tracking

  3. Find good keywords • server logs • customer emails • Wordtracker • Overture keyword suggestion tool

  4. Landing pages • Use separate pages from your home page or a “deep site” link • Repeat use of PPC keyword phrase in text on page • Make it “clean.” Have a lot of open space • Try to “qualify” the prospect

  5. Track click-throughs to a conversion page • “Thanks for Downloading” • “Here’s your receipt”

  6. Overture Tips • Make ads ugly • Go for multi-word phrases • Aim for 3rd place • Set lower bids for content match • Organize your account • Know when most clicks occur

  7. Google Tips • Make ads good (use A/B testing and the keyword trick) • Don’t automatically accept the suggested maximum click amount • Experiment with Broad and Phrase matching • When using Content Network, set up a 2nd campaign with a lower max click through.

  8. Google - keyword trick {Keyword: math software} Math software that’s really good. Learn more. Shows the keyword used by the searcher. If the phrase is too long, then “math software” will be displayed.

  9. FindWhat • Make ads look good • Many clicks are from inclusion • Bid prices rising, but lower PPC than Google and Overture

  10. Paid Inclusion Good way to get quality traffic from expert sites • Major download sites • Vertical industry and trade association sites

  11. Web Analytics Key elements • Path to conversion page • Referring urls • Page affinity

  12. Web Analytics Nice to have • Multiple domains • Dynamic pages • Real time

  13. Web analytics suggestions • Webtrends • Hitbox • Hitslink • Nettracker • Clicktracks

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