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.