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• What is PPC?

• Why is it important?

• 10 Hidden Horrors

• Summary

• Live Q&A Section

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• PPC stands for Pay-per-click advertising• Keyword-focused• Bid on keywords• Ad copy• Manage campaigns in Google AdWords or Bing

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• Immediate traffic• Great way to promote selling points like “free shipping” or sales• Can use very targeted keywords• Great way for smaller merchants to get exposure and traffic• As of mid-September, 32 million Americans had started and 4.6 million Americans had finished their

holiday shopping*• 89% of ecommerce shoppers enter the buying cycle from a search engine**

* Creditcards.com survey**Business2Community

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Only using general keywords in your campaign

• What is a general keyword?o Pet Foodo Toyso Dresseso Laptop Computer

• Why don’t we want to use these?o Untargetedo Expensive

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Only using general keywords in your campaign

• What keywords should we use instead?o Pet Food

Pet Food For Cats with Allergies Purina Beneful Dog Food

o Toys Melissa & Doug wood blocks Lego Star Wars Jedi Scout Fighter

o Dresses Blue strapless dress with bow Green cable-knit sweater dress

o Laptop Computer Dell Inspiron 15 5000 laptop Macbook Air with Thunderbolt 2

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Only using general keywords in your campaign

• Keyword tips:o Use brand nameso Use sizeso Use materialso Use adjectiveso Be descriptive

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Only using broad match keywords in your campaign

• What is a broad match keyword?o Default keyword typeo Means you can match for any part of the keyword

halloween candyhalloween candy costumehalloween candy horror storiescandy pumpkinshalloween costume

• Why don’t we want to use these?o Can be expensiveo Not as targeted

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Only using broad match keywords in your campaign

• Other Match Typeso Phrase Match

“halloween candy costume”o Exact Match

[halloween candy costume]o Modified broad match

halloween +candy +costume

o Negative keywords -free -review -“how to” -tutorial

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Not following ad text rules

• What is ad text?• Why is it important?

o Ad text helps people know what your store is sellingo It entices people to click through and go to your site

Bad Ad Text Good Ad Text

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Not following ad text rules

• What gets your ads disapproved?o Excessive punctuationo Repeating words/phraseso Poor capitalization

o Ad text rules from Google

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Not following ad text rules

• What should good ad text do?o Showcase a great selling pointo Use proper grammaro No overuse of punctuationo Call to action

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Not changing out or testing ad text

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Not changing out or testing ad text

• How often should you change out ad text?• How many ads should you test at once?• What types of tests should you run?

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Not utilizing Sitelinks

• What are Sitelinks? • Why should you use them?

o According to Google, there is a 30% lift in click-through rate for ads that use ad extensions like Sitelinks*

*Google Partners web presentation

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Not utilizing Sitelinks

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Optimizing for impressions or clicks

• What is an impression?• What is a click?• How do you know how many impressions and clicks you are getting?

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Optimizing for impressions

• What should you be optimizing for instead?o Conversionso Cost per saleo Revenueo Average order valueo Conversion rate

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Set it and forget it

• Why shouldn’t you set it and forget it?o Competition changeso Ads may get disapprovedo Optimization helps get you better results

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Set it and forget it

• How often should you be changing campaigns?• What can you optimize in a campaign for better results?

o Keywords (pausing or adding new ones)o Negative keywordso Ad copy testingo Bid managemento Changing sitelinkso Mobile bid adjustmentso Ad delivery optionso Etc.

• Campaign expectations

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Relying on Google PPC campaigns

• Google is king!• Google controls 65% of search, Bing and Yahoo! 33%*• Internet Explorer and Firefox both default to Yahoo! Search

*Search Engine Land

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Relying on Google PPC campaigns

• There are other options!o Bing PPC campaignso Bing Shoppingo Google Shoppingo Facebook Advertisingo Amazon CPC (coming soon!)

• Good to diversify and test

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Only running text ads

• Text ads may not give you all the opportunitieso Conversion rates can vary across ad formatso Text ads could have high click costso Don’t show images

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Only running text ads

• Display ads• Remarketing ads• Measuring value

o Impressionso Clickso View-through conversions

Ad Example

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Assuming your PPC campaign will be successful

• All you have to do is launch your PPC campaign right?• Wrong! • Quality score factors

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Assuming your PPC campaign will be successful

• Target the right geographies• Make sure your ads are relevant• Focus on landing page quality with best practices

o Categorizationo Easy to find informationo Attractive imageso Good product descriptionso Relevance to keywords and adso Take ownership of your landing pages

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Did you know that your PPC campaign can help your SEO campaign?

• Keyword ideas• Ideas for articles to write based on keyword searches• Google paid vs. organic report• Help get quick traffic while SEO builds up

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• Overview of PPC

• Why PPC is important

• 10 Hidden Horrors

• How PPC can affect your SEO

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Past Webinars• Jumpstart Holiday Sales with Social Media• Product Page Success - Tailoring Your Products for SEO and Shopping Feeds• 10 Proven Ways to Increase Sales Conversion• How to Create a Custom Social Media Plan that Converts• The Building Blocks of Paid Search Success

Upcoming Webinars• Marketing Your New Online Store: Digital Marketing 101

http://www.volusion.com/webinars

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Ask away with the hashtag #PPCtreats

Call our Marketing Advisors at 877-591-7006 or email services@volusion.com to get advice on your marketing strategies