0
Keywords That Convert
Leveraging Chat +   Google =Results
Automotive Enthusiast Dealer

EntrepreneurManagerHusbandSalesma
nSurfer Strategist Internet Marketer Google
Certified
    ...
1. Keyword Competition is Fierce
2. Broad Traffic is Extremely Costly
3. Conversion is Elusive
1. Deliver Measurable Results
2. Streamline Click To Customer
3. Maximize PPC Budget
What Is Your
     Pay Per Click Strategy
Campaign Elements

   Keyword
                    Ad Targeting      Ad Design    Landing Page
   Selection
• Broad        ...
AdWord Text Ninjutsu
•   Can I show you…
•   Don’t you think that…
•   You may not know…
•   Are you interested in…
•   If...
Top AdWord Text Tips
•   Top ads use numbers
•   Include Price Point in Ad
•   Exclamation Points Lines 1, 2
•   “Official...
Broad Search Terms Are For



Huge
                Companies
Broad Search Terms Are For



Huge
                     Budgets
Coverage Metric
When In Doubt
Make Them Up
Keyword Buckets

Browse Terms        Shop Terms           Buy Terms
• New Car Lease   • Toyota Specials    • 2009 Toyota
 ...
Positioning Keyword Tips
Broad Keywords (Browse) position 6-7 on first page

Shop keyword position 2-3

Buy Keywords Posit...
Did You
Know
OF ALL SEARCHES
END ON THE FIRST PAGE
Got Tail?
Long Tail Keywords
How Do Your Keywords Rank?
Did You
Know
OF ALL SEARCHES
ARE DONE ON GOOGLE
OF ALL SEARCHES
ARE DONE ON YAHOO
If It’s Free   It’s For ME
GoogleConversion
Chat Analytic Integration
Google Chat Conversion
1. Lists the navigation paths that lead to
   the most chats

2. Reveals the sources and keywords
 ...
Google Split Testing




      Multivariate
Chat Offers
Personalized Engagement
WARNING CHATTING
  WITHOUT PROPER
PROCEDURES IN PLACE
CAN BE TERRIBLE FOR
SHOPPER SATISFACTION
Leveraging Chat Intelligence

1. Google Search to Chat
2. Chat to Google Analytics
   Integration
Start Inviting
Passive

Proactive

Future
Connecting
Directly To Shoppers
 On Your Webpage
     Enter Your Question
When Chat Gets Personal

     You recently searched Google for
     “Certified BMW Orlando” I can assist
     you further ...
My Preferred Tools
•   https://adwords.google.com/select/AdTargetingPreviewTool
•   http://www.google.com/sktool/#
•   htt...
Did You
Know
YOUR WEB TRAFFIC
OF ALL
CAN RESULT IN A CHAT
Combining Chat &PPC
Improved CTR

Lower Cost Per Click

Improved Click Path

Higher Campaign ROI

Relevant Content Delivery
Must
Read
Book
Todd L Smith
President
ActivEngage
800-775-7358
todd@activengage.com
Twitter.com/toddlearsmith
THIS PRESENTATION IS AVAILABLE ONLINE

  WWW.ACTIVENGAGE.COM/TODDSMITH
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dealership chat strategy, automotive chat software, digital dealer conference, dealership marketing, automotive internet department, dealer chat software, activengage, chat google analytics integration,

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Transcript of "Keywordsthatconvert"

  1. 1. Keywords That Convert Leveraging Chat + Google =Results
  2. 2. Automotive Enthusiast Dealer EntrepreneurManagerHusbandSalesma nSurfer Strategist Internet Marketer Google Certified Gadget Guy Twitter EvangelistiPhone Music Lover fan WakeboarderBusiness
  3. 3. 1. Keyword Competition is Fierce 2. Broad Traffic is Extremely Costly 3. Conversion is Elusive
  4. 4. 1. Deliver Measurable Results 2. Streamline Click To Customer 3. Maximize PPC Budget
  5. 5. What Is Your Pay Per Click Strategy
  6. 6. Campaign Elements Keyword Ad Targeting Ad Design Landing Page Selection • Broad • Display • Text • Homepage • -Negative • Content • Display • Deep Linking Keywords • Microsites • “Phrase Match” • [Exact Match]
  7. 7. AdWord Text Ninjutsu • Can I show you… • Don’t you think that… • You may not know… • Are you interested in… • If you could have… • Imagine what would happen…
  8. 8. Top AdWord Text Tips • Top ads use numbers • Include Price Point in Ad • Exclamation Points Lines 1, 2 • “Official Site” • Include Keyword Phrase in Ad Title
  9. 9. Broad Search Terms Are For Huge Companies
  10. 10. Broad Search Terms Are For Huge Budgets
  11. 11. Coverage Metric
  12. 12. When In Doubt Make Them Up
  13. 13. Keyword Buckets Browse Terms Shop Terms Buy Terms • New Car Lease • Toyota Specials • 2009 Toyota Camry lease • Toyota • Toyota Rebates payments • Used Cars • Toyota Certified • 2009 Prius invoice price
  14. 14. Positioning Keyword Tips Broad Keywords (Browse) position 6-7 on first page Shop keyword position 2-3 Buy Keywords Position 1-2 and 3
  15. 15. Did You Know
  16. 16. OF ALL SEARCHES END ON THE FIRST PAGE
  17. 17. Got Tail?
  18. 18. Long Tail Keywords
  19. 19. How Do Your Keywords Rank?
  20. 20. Did You Know
  21. 21. OF ALL SEARCHES ARE DONE ON GOOGLE
  22. 22. OF ALL SEARCHES ARE DONE ON YAHOO
  23. 23. If It’s Free It’s For ME
  24. 24. GoogleConversion
  25. 25. Chat Analytic Integration
  26. 26. Google Chat Conversion 1. Lists the navigation paths that lead to the most chats 2. Reveals the sources and keywords that drive chats
  27. 27. Google Split Testing Multivariate
  28. 28. Chat Offers Personalized Engagement
  29. 29. WARNING CHATTING WITHOUT PROPER PROCEDURES IN PLACE CAN BE TERRIBLE FOR SHOPPER SATISFACTION
  30. 30. Leveraging Chat Intelligence 1. Google Search to Chat 2. Chat to Google Analytics Integration
  31. 31. Start Inviting Passive Proactive Future
  32. 32. Connecting Directly To Shoppers On Your Webpage Enter Your Question
  33. 33. When Chat Gets Personal You recently searched Google for “Certified BMW Orlando” I can assist you further with that and provide you with additional information. Just Click Hereto get started
  34. 34. My Preferred Tools • https://adwords.google.com/select/AdTargetingPreviewTool • http://www.google.com/sktool/# • http://www.5minutesite.com/local_keywords.php • Www.wordtracker.com • www.adgooroo.com/ • www.adtextgenerator.com/ • www.goodkeywords.com/ • www.keywordspy.com
  35. 35. Did You Know
  36. 36. YOUR WEB TRAFFIC OF ALL CAN RESULT IN A CHAT
  37. 37. Combining Chat &PPC Improved CTR Lower Cost Per Click Improved Click Path Higher Campaign ROI Relevant Content Delivery
  38. 38. Must Read Book
  39. 39. Todd L Smith President ActivEngage 800-775-7358 todd@activengage.com Twitter.com/toddlearsmith
  40. 40. THIS PRESENTATION IS AVAILABLE ONLINE WWW.ACTIVENGAGE.COM/TODDSMITH
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