May 15
Webinar Recap: The Key to PPC for Online Retailers
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 […]