The document discusses strategies for optimizing pay-per-click advertising campaigns, including leveraging chat functionality and integrating with Google Analytics. It recommends focusing keyword selection on narrow, relevant terms rather than broad keywords with high competition. Combining chat and PPC can improve click-through rates, lower costs per click, optimize click paths, increase return on investment, and allow delivery of relevant content directly to shoppers on one's webpage.
9. 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]
10. 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…
11. 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
16. 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
17. Positioning Keyword Tips
Broad Keywords (Browse) position 6-7 on first page
Shop keyword position 2-3
Buy Keywords Position 1-2 and 3
38. 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