Google is the most expensive with 64% market share, Yahoo! Has 22% market share and MSN has 9% market share. MSN best conversion rate. Low budget use just MSN if medium use MSN and Yahoo! if big budget add Google to the mix.
Set up goals. To find keywords search for what competitors use. Go to the following www.spyfu.com www.keywordspy.com www.hitwise.com www.compete.com Spyfu will also tell you what competitors are spending. To find words use www.wordtracker.com www.keywordsdiscovery.com www.goodkeywords.com Trillion is the best at keyword discovery.
Sorting keywords is critical to success. Use long tail approach and remove or lower bids on the general terms. Sort by classification; car, trucks, suv etc. Sort by competitor name, vertical market, seasonal and promotional terms.
Use branded names with action verbs: buying Disneyland tickets. Use day parting to buy the ads after the others budgets run out.
Organizing campaigns: Branded terms 25%, competitor names 10%,widget commerce terms 50% for long tail keywords, 10% for short tail terms and 10% CRM or informational terms.
Use dynamic keyword creation to place the keyword into the ads.
Average click cost is $1 with a 2% to 6% conversion rate. You need to have a product that sells for more than $50 for it to work.
Landing pages
Create dynamic landing pages and then A/B test if for higher conversion. Benefits will improve conversion rate and lower cpc. Attributes: clear call-to-action, conversion form or funnel, link to privacy page, link back to main website and use basic SEO. (title, meta tags, heading tags) Ad content should match ad and keyword.
In depth look at reports. Very important to set up correctly by how much is costing the most and are you making money for you. Take the costly ones that are still good you should make SEO pages.
Looking at Dennis Backers’ Google PPC for Health With Magnets http://www.healthwithmagnets.com/ and identifying the terms that convert.
Dennis is going to be much happy when he finishes this works shop.
The July 8th workshop is Search Engine Optimization (SEO) Workshop. It will be by Gerry Grant from Search-Optimization.com and will be an in depth look at SEO. The first part will be on site analysis and benchmarking, then keyword research and an in depth look at page ranking factors.
http://marketing.meetup.com/162/calendar/8197429/
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