Webinar Recap: The Key to PPC for Online Retailers
Thursday, May 15th, 2008
Thanks again to Ryan Gibson from the Rimm-Kaufman Group for sharing some top-notch tips on paid search. If you missed the call, we will be posting the full length replay on the Elastic Path website. Until then, here’s a recap of the main points:
Keyword Development is 50% of Your Success
Keyword research is essential because it ultimately determines which searches your ads will appear for. Keywords must be appropriate, specific and capture the variations of how people search for the products you sell.
“Long tail” terms are desirable. Although they don’t get a lot of clicks, there is not much competition and it’s the specificity that makes them high-converting. You can also get them low-cost, and the lower the cost, the lower the risk. You’re not spending anything unless they are clicked on. Long tail terms in aggregate may be attracting a small percentage of clicks but be driving the highest number of sales because they convert highly.
General (and shorter) queries may indicate one is in research stage and thus, convert lower than more specific searches, when customers are aware of exactly what they are looking for.
Keyword List Tips
Test 3-10 Keywords per SKU
Modifiers don’t count, such as “buy widgets” or “buy widgets online.” Also, branded terms don’t count. Rather, you want to test out unique terms. So start with a URL (product page, right down to the sku - so if you sell blue and red widgets, they have their own keywords, as do different sizes). 2 benefits to this approach are:
1. Ensures you have the product you’re creating the term for
2. Makes it easier to tie up correct landing pages
9 Ecommerce Innovations: What’s Now & What’s Next
Free webinar: June 19th, 2008, 9am PT/12pm ET
Guest Panelist: Jason Billingsley, VP Innovation, Elastic Path Software
Register to Attend
Original post by Linda Bustos
It’s not hard to find examples of PPC best-practice violations. In fact, it’s darn easy - too many online retailers have sloppy paid search campaigns. As you will see, it’s often the advertisers with big budgets that are “
