4 Pillars Of PPC Advertising

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Presentation provided to Dealer.com Digital Advisor team on the basics of PPC advertising.

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4 Pillars Of PPC Advertising

  1. 1. 4 Pillars of PPC12/27/11 1
  2. 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?12/27/11 2
  3. 3. Pillar 2: KeywordsUnderstanding the User Intent1. Head Keywords2. Tail Keywords3. Buying Intent4. Researching IntentMatch Type1. Broad Match2. “Phrase Match”3. [Exact Match]Negative Keywords 12/27/11 3
  4. 4. User Intent Exercise 1. Head Keywords 2. Tail Keywords 3. Buying Intent 4. Researching IntentWhat Am I?buy 2011 silver honda civic burlington vt Tail + Buying Keywordused cars vt Head Keywordacura rl reviews Head + Research Keyword2012 red toyota corolla, burlington vt Tail Keyword 12/27/11 4
  5. 5. Match Type Exercise 1. Broad Match 2. “Phrase Match” 3. [Exact Match]When Will I Appear?Keyword = luxury carSearch = luxury car reviews YesSearch = fastest car YesSearch = luxury apartments YesSearch = luxury car Yes 12/27/11 5
  6. 6. Match Type Exercise 1. Broad Match 2. “Phrase Match” 3. [Exact Match]When Will I Appear?Keyword = “luxury car”Search = luxury car reviews YesSearch = fastest car NoSearch = luxury apartments NoSearch = luxury car Yes 12/27/11 6
  7. 7. Match Type Exercise 1. Broad Match 2. “Phrase Match” 3. [Exact Match]When Will I Appear?Keyword = [luxury car]Search = luxury car reviews NoSearch = fastest car NoSearch = luxury apartments NoSearch = luxury car Yes 12/27/11 7
  8. 8. 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 12/27/11 8
  9. 9. Ad Copy Exercise Good Good Bad12/27/11 9
  10. 10. Ad Copy Exercise Landing Page Test Landing Page Test Performance Chrysler Jeep Performance Chrysler Jeep Your Trusted LINCOLN Dodge Dealer View Our LINCOLN Dodge Inventory. View Our Huge Dodge Inventory Now. Call Now & Save On All Doge Models Version A Version B Version A Version B12/27/11
  11. 11. Test ResultsVersion A CTR = 1.87%Version B CTR = 10.76%Version B had a 475% increase in CTR12/27/11
  12. 12. Ad Copy Exercise Landing Page Test Landing Page Test 2012 Subaru Foster Subaru Forester Get Your Subaru Forester Internet See Our Subaru Forester Inventory Pricing Now – Many New Models in Stock Online Now – Call for Current Deals Version A Version B Version A Version B12/27/11
  13. 13. Test ResultsVersion A CTR = 1.17%Version B CTR = 7.91%Version B had a 576% increase in CTR12/27/11
  14. 14. Pillar 4: Landing PageBuilding Block 1: RelevanceSearch for Honda Accord and land on a page for Toyota CamryBuilding Block 2: Call to ActionWhat am I suppose to do?Building Block 3: TrackingHow do you know it’s working? 12/27/11 14
  15. 15. Q&A12/27/11 15

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