PAID SEARCH

Benefits and The Awesome Data

My Background

Dad7 years experience

Audigy Group2.5 years

PPC Like Raising Kids

There is a lot of A/B testing involved

A/B Testing Meals

OR

A/B Testing Bribes

OR

PPC Data is Like Listening to Three Kids at once

“Look at my cool

hay fort.”

“Look at me, I am climbing the tree.”

“Look at the fish I caught.”

Focus on the most important information

Paid Search vs. Organic

Paid Result

Map Pack Result (Local)

Organic Result

Why Should I Do Paid Search?

I already rank really well for my keywords in organic and map pack results.

It Is Hard to Rank Outside Your City...

In Organic and Local Results.

Paid search allows you to easily target specific locations outside your practice city.

TORANK

Immediate Traffic

Paid search gives instant results while organic develops

Ranking for organic keywords can take months.

New Product or Service Launches

Have a new hearing aid you want to promote?

Just started offering pediatric dentistry?

Dominate Search Results

Paid Result

Organic Result

Map Pack Result

Find the Missing from Organic

KEYWORD DATA

With “Not Provided” Google has taken away a lot of keyword data

Let’s Be Mad Scientists

With all this data available, we can perform many tests, and see results quickly.

Apply Successes to Organic Strategies

HELPING

Test New Landing Pages

Test headlines, content and calls to actions on landing pages.

Apply successes to main website.

The “Ads”

Test ad copy and calls to action with paid search.

Apply successful ad copy and calls to action to organic Title Tags and Meta

Descriptions.

Keywords (Search Queries)

You have got to pay for this information now.

(Maybe so Google makes more money)

Filling in the Missing Gap

We can use the paid search query results to identify high converting

keywords

KEYWORDS

What is Driving Conversions

We now know which keywords are generating phone calls and form submissions.

“Can you hear me? I need hearing aids.”

Avoid Surprises or Disappointments

Don’t Promise something in

an ad

and not deliver on the landing page.

Can you see the disconnect?

Search Term was: Invisible Hearing Aids

Or the Disconnect Here?

Search Term was: Lyric Hearing Aids

Making Everything Flow

Search Term:Compare Hearing Aids

Making Landing Pages Better

Try to Avoid Stock Photos

As Tim Ash said,“Stock photography is business porn”

Anyway we can use member photos is best.

Photos & Content that Do Something

“If the photo or content does not enhance the call to action, it does not belong on the page.”

Get an Edge

Testimonials and awards are a great way to stand out from the crowd.

Internal Data

The Amount of information we will be able to get can

seem almost endless

Your PPC Dashboard

The Assisted Conversion

Number of Touch Points

“Should I buy that from here or that other place?”

Quick and Slow Conversions

Member Monthly Data

PPC Resources

Unbounce Blog: http://unbounce.com/blog/

PPC Hero: http://www.ppchero.com/

Search Engine Land: http://searchengineland.com/library/channel/sem

Word Stream: http://www.wordstream.com/blog

A Good Book to Read:

Thank you for your time

Questions?