Using PPC to Influence Organic Rank.mp4

Overview

• One of the biggest pieces of the equation is our Cost Per Session and having a low Cost Per Session.
• The equation for cost per session is PPC spend divided by sessions.
• We also know that if you rank higher organically, you're going to get more people that are going to see and click on your listing, which means that you're going to get more sessions.
• If that sessions number grows, the denominator grows and so your Cost Per Session is going to go down. And as your Cost Per Session goes down, your cost to make a conversion goes down, which means you have more profit left, which means you can spend more money to get more sales.

Goal of PPC

• One of the main goals of PPC is driving traffic as cheaply as possible and ranking organically, because as you rank higher organically, you're going to get more free traffic.
• More people are going to come into the listing, they're going to click, a portion of them are going to buy, and you're going to make more money.

How do you use PPC to rank organically?

Identifying Keywords to Rank

There are two tools that can be used for this:

1. Helium 10
2. Data Dive

Helium 10

1. Follow the steps on Keyword Search using Cerebro for Keyword Search.
2. Follow the steps on Tracking Organic Ranking for Keyword Tracking.
3. Every week we can go in and you can look at where the rank is organically or you can alternatively watch the chart.

Weekly Monitoring

Chart Monitoring

Data Dive

1. In the Xray window and after selecting the top 10 competitors, click on Dive at the top.

   

2. The keywords and other data will be load into Data Dive

You can see most relevant keywords in Data Dive.

• The darker the green color is, that means the lower you’re ranked.
• You can find some of these keywords that were not ranked for organically or were ranked very low for organically and then target those. So this is how to find which keywords we should be running for organic ranking.

Keyword Pre-launch Reminders

• Prior to launching the keywords, make sure that you have an attractive listing with: lower price, coupon, and deals.
• When you spend more money on those campaigns and you show up more, you want more people to convert.

Campaign Structure

• The campaigns that will be launched will be set up as:

  • Broad, Phrase, and Exact
  • Single Keyword
  • High budgets ($500) and bids (Range for your Top Bid)

• The following trend should be seen in your analytics or reporting:

  • Notable increase in PPC spend
  • Notable increase in Total Sales
  • Notable increase in Sessions
  • Slight increase in PPC sales

  

• Increase in Organic Ranking should also be evident on these two other reporting:

  • Helium 10

    

  • Weekly Monitoring

    

Summary

• Identify the keywords to rank using Helium 10 or Data Dive
• Weekly tracking
• Launch your Campaigns
• Regular trend monitoring