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

Figure 4-3. Four baseline ads for variations on "cell phone cases"
Figure 4-4. Body Glove category page
Figure 4-5. The original product page

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

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