The document discusses strategies for optimizing pay-per-click advertising campaigns, including leveraging chat functionality and integrating with Google Analytics. It recommends focusing keyword selection on narrow, relevant terms rather than broad keywords with high competition. Combining chat and PPC can improve click-through rates, lower costs per click, optimize click paths, increase return on investment, and allow delivery of relevant content directly to shoppers on one's webpage.

1. Keywords That Convert
Leveraging Chat + Google =Results

2. Automotive Enthusiast Dealer
EntrepreneurManagerHusbandSalesma
nSurfer Strategist Internet Marketer Google
Certified
Gadget Guy Twitter EvangelistiPhone
Music Lover
fan WakeboarderBusiness

5. 1. Keyword Competition is Fierce
2. Broad Traffic is Extremely Costly
3. Conversion is Elusive

6. 1. Deliver Measurable Results
2. Streamline Click To Customer
3. Maximize PPC Budget

7. What Is Your
Pay Per Click Strategy

9. Campaign Elements
Keyword
Ad Targeting Ad Design Landing Page
Selection
• Broad • Display • Text • Homepage
• -Negative • Content • Display • Deep Linking
Keywords
• Microsites
• “Phrase Match”
• [Exact Match]

10. AdWord Text Ninjutsu
• Can I show you…
• Don’t you think that…
• You may not know…
• Are you interested in…
• If you could have…
• Imagine what would happen…

11. Top AdWord Text Tips
• Top ads use numbers
• Include Price Point in Ad
• Exclamation Points Lines 1, 2
• “Official Site”
• Include Keyword Phrase in Ad Title

12. Broad Search Terms Are For
Huge
Companies

13. Broad Search Terms Are For
Huge
Budgets

14. Coverage Metric

15. When In Doubt
Make Them Up

16. Keyword Buckets
Browse Terms Shop Terms Buy Terms
• New Car Lease • Toyota Specials • 2009 Toyota
Camry lease
• Toyota • Toyota Rebates
payments
• Used Cars • Toyota Certified
• 2009 Prius
invoice price

17. Positioning Keyword Tips
Broad Keywords (Browse) position 6-7 on first page
Shop keyword position 2-3
Buy Keywords Position 1-2 and 3

18. Did You
Know

19. OF ALL SEARCHES
END ON THE FIRST PAGE

20. Got Tail?

21. Long Tail Keywords

22. How Do Your Keywords Rank?

23. Did You
Know

24. OF ALL SEARCHES
ARE DONE ON GOOGLE

25. OF ALL SEARCHES
ARE DONE ON YAHOO

28. If It’s Free It’s For ME

29. GoogleConversion

30. Chat Analytic Integration

31. Google Chat Conversion
1. Lists the navigation paths that lead to
the most chats
2. Reveals the sources and keywords
that drive chats

32. Google Split Testing
Multivariate

33. Chat Offers
Personalized Engagement

34. WARNING CHATTING
WITHOUT PROPER
PROCEDURES IN PLACE
CAN BE TERRIBLE FOR
SHOPPER SATISFACTION

35. Leveraging Chat Intelligence
1. Google Search to Chat
2. Chat to Google Analytics
Integration

36. Start Inviting
Passive
Proactive
Future

37. Connecting
Directly To Shoppers
On Your Webpage
Enter Your Question

38. When Chat Gets Personal
You recently searched Google for
“Certified BMW Orlando” I can assist
you further with that and provide you
with additional information.
Just Click Hereto get started

40. My Preferred Tools
• https://adwords.google.com/select/AdTargetingPreviewTool
• http://www.google.com/sktool/#
• http://www.5minutesite.com/local_keywords.php
• Www.wordtracker.com
• www.adgooroo.com/
• www.adtextgenerator.com/
• www.goodkeywords.com/
• www.keywordspy.com

41. Did You
Know

42. YOUR WEB TRAFFIC
OF ALL
CAN RESULT IN A CHAT

43. Combining Chat &PPC
Improved CTR
Lower Cost Per Click
Improved Click Path
Higher Campaign ROI
Relevant Content Delivery

44. Must
Read
Book

45. Todd L Smith
President
ActivEngage
800-775-7358
todd@activengage.com
Twitter.com/toddlearsmith

46. THIS PRESENTATION IS AVAILABLE ONLINE
WWW.ACTIVENGAGE.COM/TODDSMITH