Presentation provided to Dealer.com Digital Advisor team on the basics of PPC advertising.

1. 4 Pillars of PPC
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2. Pillar 1: Goal Setting
What is your Overall Strategy & Goals?
• Generating Leads
• Increasing Awareness
• Online Sale
What is an acceptable CPA? $10, $20, $50?
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3. Pillar 2: Keywords
Understanding the User Intent
1. Head Keywords
2. Tail Keywords
3. Buying Intent
4. Researching Intent
Match Type
1. Broad Match
2. “Phrase Match”
3. [Exact Match]
Negative Keywords
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4. User Intent Exercise 1. Head Keywords
2. Tail Keywords
3. Buying Intent
4. Researching Intent
What Am I?
buy 2011 silver honda civic burlington vt Tail + Buying Keyword
used cars vt Head Keyword
acura rl reviews Head + Research Keyword
2012 red toyota corolla, burlington vt Tail Keyword
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5. Match Type Exercise
1. Broad Match
2. “Phrase Match”
3. [Exact Match]
When Will I Appear?
Keyword = luxury car
Search = luxury car reviews Yes
Search = fastest car Yes
Search = luxury apartments Yes
Search = luxury car
Yes
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6. Match Type Exercise
1. Broad Match
2. “Phrase Match”
3. [Exact Match]
When Will I Appear?
Keyword = “luxury car”
Search = luxury car reviews Yes
Search = fastest car No
Search = luxury apartments No
Search = luxury car Yes
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7. Match Type Exercise
1. Broad Match
2. “Phrase Match”
3. [Exact Match]
When Will I Appear?
Keyword = [luxury car]
Search = luxury car reviews No
Search = fastest car No
Search = luxury apartments No
Search = luxury car Yes
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8. Pillar 3: Ad Copy
Building Block 1: Unique Selling Proposition
Q: What is a USP?
A: The one thing that makes a product
different than any other.
Building Block 2: Call to Action
Q: Isn’t it obvious?
A: No, you are competing for the
users attention
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9. Ad Copy Exercise
Good
Good
Bad
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10. Ad Copy Exercise
Landing Page Test
Landing Page Test
Performance Chrysler Jeep Performance Chrysler Jeep
Your Trusted LINCOLN Dodge Dealer View Our LINCOLN Dodge Inventory.
View Our Huge Dodge Inventory Now. Call Now & Save On All Doge Models
Version A Version B
Version A Version B
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11. Test Results
Version A CTR = 1.87%
Version B CTR = 10.76%
Version B had a 475% increase in CTR
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12. Ad Copy Exercise
Landing Page Test
Landing Page Test
2012 Subaru Foster Subaru Forester
Get Your Subaru Forester Internet See Our Subaru Forester Inventory
Pricing Now – Many New Models in Stock Online Now – Call for Current Deals
Version A Version B
Version A Version B
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13. Test Results
Version A CTR = 1.17%
Version B CTR = 7.91%
Version B had a 576% increase in CTR
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14. Pillar 4: Landing Page
Building Block 1: Relevance
Search for Honda Accord and land on a page for Toyota Camry
Building Block 2: Call to Action
What am I suppose to do?
Building Block 3: Tracking
How do you know it’s working?
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15. Q&A
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