PPC Case Study: BodyGlove.com Chapter 4

In this chapter we’ll show you how to put into action the pay-per-click (PPC) optimization techniques that you learned in Chapter 3 “Pay-per-Click Optimization” and the conversion boosting techniques you’ll learn in Chapter 5 “Conversion Rate Optimization” as well as how to use metrics to guide optimization efforts, which we’ll cover in Chapter 10 “Website Optimization Metrics.” This chapter features a case study that shows how to maximize your PPC advertising budget.

PPC Case Study: BodyGlove.com
- Body Glove PPC Optimization
  - Market Analysis
    - Figure 4-1. A typical search result for the phrase “cell phone covers”
    - Figure 4-2. Keyphrase scenarios
  - Campaign Creation and Kickoff
  - Initial Outcome and Improvements
    - Figure 4-6. Average CPC, by month
  - Dramatic Results
    - Figure 4-7. The improved product page
    - Figure 4-8. Conversion rates for Body Glove cell phone cases, by month
- Summary