The Highs and Lows of this demanding season  Correct Campaign Setup ◦ Campaign  Adgroups – Keep these to no more than 10 related keyterms, so your ad copy is extremely relevant  Keyterms – DO YOUR RESEARCH – there are traffic terms and there are conversion terms – Know the difference and focus on those that produce sales *recommended tool Market Samurai  Landing Pages  Tracking & Analytics  http://tools.ppcblog.com/  Separate Seasonal Campaigns from every day campaigns ◦ Your Ad is your first impression, Make a good one ◦ The biggest mistake an advertiser can make is not testing their ad copy, every ad group should have a minimum of three ads running. Ad 1 Ad 2 Ad 3 Title W/ Dynamic Keyword Title Title Insertion Description w/ dynamic Description Description keyword insertion URL URL URL

◦ Just because the searcher has searched for your term, and you show up in the #1 paid position, doesn’t mean that they won’t skip right over you for the better written, more relevant ad below you ◦ *recommended tool: AdComparator - multivariable advertisement analysis using the Taguchi Method  There is no 'secret' to writing great PPC ads. It is often trial and error that creates the best ad. However, common sense and a deep understanding of your customer base can help to start off on the right foot. Before writing your PPC ads, you should be able to cogently answer each of the following:

 What are the demographics of your target market - geography, income, gender, age, etc.? The demographics will tell you what messages your audience will be receptive to - i.e. don't use the same writing style for urban males age 20-30 that you would for rural women aged 40+.

 Are your buyers new to your product, or are you selling familiar goods/services? If your products are unfamiliar, you will have to do a little explaining in your ad - tell them what problem your product fixes or why they need it. If your products are well known and are being directly searched for, use more nuance and sizzle to generate click-throughs.

 Is your company well established? Do you have a reputation? Depending on the degree of branding you want to achieve and your current standing, it may benefit you to reinforce why consumers should buy from your firm, or simply push the product - i.e. Amazon doesn't need to say anything about themselves; consumers already know who they are.

 Are you selling on price, quality or intangible values? When selling on price, it's critical to mention free shipping if you have it, or sell the idea that your prices are the lowest. When using other qualities, don't forget to use words that appeal to the consumer who is willing to pay more - luxury, quality, guarantee, etc.

 The best PPC ads also use something that catches the eyes of consumers - interesting or unexpected lead ins, text that requires a second glance, etc. The key to writing this type of text is to be creative - try new words, titles and phrases that are surprising and unique. The click-through rates will quickly tell you if your ads are working.  Before you start, you will need to append the following to the destination URLs of your ads: ?kw={keyword} In AdWords, Yahoo and adCenter this will dynamically enter the keyword into your ad’s destination URL. Now that your ads are setup, you need to save your landing pages as .php files. If you don’t have the capability to save and work with php coding, there is a workaround for html pages. Apply the following line of text to your .htaccess file: AddType application/x-httpd-php .htm .html This workaround will allow you to use php codes within the html code!

 From here, you can utilize a simple line of code to dynamically insert your keyword anywhere on your : Please note that this will insert the keyword, but doesn’t take into account the possibility of errors, i.e. someone arriving at your landing page directly (not from a PPC ad). So, there is additional “if- then” coding you can insert that will utilize default text in the case of an error:

 Resources – ◦ http://www.semvironment.com/ppc-management-create-dynamic-landing-pages-in-15-minutes-or-less/ ◦ http://www.emonetized.com/109/dynamic-keyword-insertion-landing-page  Organic Terms ◦ Know your current organic ranking terms & last years *Recommended tool Raven SEO ◦ Look at search traffic data from last year and create keyword rich landing pages around your dominant terms ◦ Create keyword rich landing pages for any products you want to push that are not ranking well organically  SEM/PPC Terms ◦ Review tracking reports when deciding on which terms you will be bidding on this season ◦ Check the competition ◦ Create Adgroups of terms that you are not organically ranking well  Just because you can, doesn’t mean you should ◦ Running 24/7 ◦ Leaving your bids set at one price ◦ Position Preference - #1 is not always best  Tools for bid management  http://www.apexpacific.com/bidmaximizer/p pccomparison.html  PPC Blog Tools - suite of premium PPC tools for advertisers.  Compete.com - low cost competitive tool showing keywords that send competing sites the most traffic.  HitWise - similar to Compete.com Search Analytics, but costs about $10,000 and up.  KeyCompete - shows keywords that competitors are buying  Keyword Spy - similar to KeyCompete  SEMPhonic - tracks keyword rankings and provides competitive reporting  SpyFu - shows terms that competitors are buying or ranking for in the organic search results.  Trellian Competitive Intelligence - shows keywords that competitors rank for and keywords that send them significant traffic.  SEO Book Keyword Suggestion Tool - tool shows top keyword phrases from Wordtracker.

 Wordtracker Free Keywords - free keyword suggestions from Wordtracker. Wordtracker also has a more advanced paid version, and sells top keyword reports.

AdWords Keyword Suggestion Tool - recommends keywords based on a keyword you enter or a URL you have the tool analyze

 Google Suggest Tool - shows frequently search for phrases starting with the words and letters in your query.

 WordStream Keyword Tool - allows you to export a list of thousands of keywords for free.

 Keyword Discovery - free keyword tool from Trellian. Trellian also has a more advanced paid version of Keyword Discovery.

 Microsoft Keyword Forecast - shows predicted Microsoft search impression count and historical trends.

 Wordze - nice for generating decently large keyword lists quickly and inserting them into paid search campaigns.

 Yahoo! Search Marketing - Yahoo! has a keyword research tool inside their platform. You can at times still access their old keyword tool.  Free Analytics Tools

- powerful full featured analytics tool. Even allows you to track your ROI by keyword for each AdWords ad position. Google AdWords also has internal split testing and conversion tracking software.

 Google Optimizer - allows you to A/B split test landing pages and track how well Google AdWords traffic converts.

 Piwik - open source program

 Site Meter - starts off as free, but charges for advanced features

 Stat Counter - starts off as free, but charges for advanced features and bandwith usage.

 Webalizer - default log analyzer on many servers.

 Analog - default log analyzer on many servers.

 Awstats - another popular default log analyzer on many servers.

 Cheap Paid Analytics Tools

 Clicky - cheap web based tool similar to Google Analytics. A few less features, but you are not giving all your data to Google either. Also offers a cheap white label analytics package convenient for SEO firms looking to add another revenue stream to their businesses.

 Mint - affordable downloadable analytics program that you set up on your own server. Unlike most other paid analytics programs in Mint does not track conversions.

 Affordable Business Analytics Tools

 ClickTracks - Downloadable software and hosted options. Starting at $99 a month.

 Indextools - Starts at $50 a month.

 Weblog Expert - Downloadable log analyzer. Starts at $75.

 Expensive / Premium Tools

 Omniture

 WebTrends  Google AdWords Keyword Research Tool – this tool allows you to plugin a url and find out what Google thinks the keywords should be. It also allows you to input keywords to then get recommendations of variations of that keyword phrase along with synonyms.  Google’s Search Based Keyword Tools – provides you with keyword ideas based on actual Google search results and if you login it will work with your current adwords campaign and try to provide keywords that are not already in your campaign in order to help reduce the time and duplication efforts.  Google Insights for Search – This tool helps provide you with helpful trending data that can show you what search terms are hot and some seasonality with the search phrase.  Google AdWords Learning Center – New Adwords Certification Center provides a good amount of free training videos for PPC as well as quizes to keep your PPC game in check.  MSN AdCenter Labs – offers many keyword tools, including a content classification tool and demographic prediction tools. Their Ad Intellegence plugin for Microsoft Excel 2007 is quite remarkable as well.  1 Choice 4 Your Store now offers SEO and SEM management. Contact us today for a free consultation and quote!

Contact 1 Choice For Your Store Today!