Paid Search James Fairweather Digital Bootcamp April 2012

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Paid Search (PPC) presentation from James Fairweather, Consultant, Coast Digital at the CIM Digital Marketing Bootcamp, ARU Chelmsford, 17 April 2012

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Paid Search James Fairweather Digital Bootcamp April 2012

  1. 1. Running Successful Paid Search CampaignsCIM Digital Marketing BootcampWednesday 18th April 2012With James Fairweather, Consultant at Coast Digital twitter.com/j_fairweather (@J_Fairweather)Marketing you can measure TM
  2. 2. Running Successful Paid Search CampaignsToday’s agenda1. The basics – What is PPC and why should I care?2. The key elements of your campaign • Keywords • Ads • Landing pages3. Understanding the results and making improvementsMarketing you can measure TM
  3. 3. Running Successful Paid Search CampaignsToday’s agenda1. The basics – What is PPC and why should I care?2. The key elements of your campaign • Keywords • Ads • Landing pages3. Understanding the results and making improvementsMarketing you can measure TM
  4. 4. The Basics Pay Per ClickMarketing you can measure TM
  5. 5. The BasicsWhat is PPC? Pay Per Click  Pay only for interaction  Instant on – instant results  Very reactive  Highly targeted  Easy to measure success  Lots of mathsMarketing you can measure TM
  6. 6. The BasicsWhat is PPC? Pay Per Click  Pay only for interaction Needs constant funding  Instant on – instant results Competition can be high  Very reactive Can be expensive  Highly targeted Easy to do it wrong  Easy to measure success Lots of maths  Lots of maths Ongoing effortMarketing you can measure TM
  7. 7. The BasicsWhat is PPC? PPC vs SEOMarketing you can measure TM
  8. 8. The BasicsThe wide world of PPCMarketing you can measure TM
  9. 9. The BasicsThe wide world of Google AdWordsMarketing you can measure TM
  10. 10. The BasicsThe wide world of Google AdWordsMarketing you can measure TM
  11. 11. The BasicsThe wide world of Google AdWords Prospect Lead Opportunity Sale Search advertising Re-marketing Display MobileMarketing you can measure TM
  12. 12. The BasicsWhat is PPC?Important terms to remember:CPC – Cost Per ClickCTR – Click Through RateLanding PagesCPA – Cost Per AcquisitionROI - Return On Investment!Marketing you can measure TM
  13. 13. Running Successful Paid Search CampaignsToday’s agenda1. The basics – What is PPC and why should I care?2. The key elements of your campaign • Keywords • Ads • Landing pages3. Understanding the results and making improvementsMarketing you can measure TM
  14. 14. Key Elements of your campaignsKey Elements of your campaigns KeywordMarketing you can measure TM
  15. 15. Key Elements of your campaignsKey Elements of your campaigns Keyword AdMarketing you can measure TM
  16. 16. Key Elements of your campaignsKey Elements of your campaigns Keyword Ad Landing PageMarketing you can measure TM
  17. 17. Running Successful Paid Search CampaignsToday’s agenda1. The basics – What is PPC and why should I care?2. The key elements of your campaign • Keywords • Ads • Landing pages3. Understanding the results and making improvementsMarketing you can measure TM
  18. 18. Key Elements of your campaignsKeywords Keywords are your primary method of targeting users with PPC How do you decide which keywords to target?Marketing you can measure TM
  19. 19. Key Elements of your campaignsKeyword Research – an approach 1. USE COMMON SENSE FIRST! 2. Then use a keyword toolMarketing you can measure TM
  20. 20. Key Elements of your campaignsKeyword Research – an approach 1. USE COMMON SENSE FIRST! 2. Then use a keyword toolMarketing you can measure TM
  21. 21. Key Elements of your campaignsMarketing you can measure TM
  22. 22. Key Elements of your campaignsMarketing you can measure TM
  23. 23. Key Elements of your campaignsKeyword Research 1. USE COMMON SENSE FIRST! 2. Then use a keyword tool 3. Look at the competitionMarketing you can measure TM
  24. 24. Key Elements of your campaignsMarketing you can measure TM
  25. 25. Key Elements of your campaignsKeyword Research 1. USE COMMON SENSE FIRST! 2. Then use a keyword tool 3. Look at the competition 4. Think outside the box...Marketing you can measure TM
  26. 26. Key Elements of your campaignsMarketing you can measure TM
  27. 27. Key Elements of your campaignsKeyword Research 1. USE COMMON SENSE FIRST! 2. Then use a keyword tool 3. Look at the competition 4. Think outside the box... 5. USE COMMON SENSE AGAIN!Marketing you can measure TM
  28. 28. Key Elements of your campaignsBuilding Your campaign Campaign Adgroup Adgroup Adgroup Keyword Ad Keyword Ad Keyword KeywordMarketing you can measure TM
  29. 29. Key Elements of your campaignsBuilding Your campaign CRM campaign CRM Systems CRM Generics CRM solutions CRM Ad Customer Relationship Management CRM packages CRM ...Marketing you can measure TM
  30. 30. Key Elements of your campaignsBuilding Your campaign Top Tips: • Take time with your keyword research – use common sense! • Plan your campaign structure before you build it • Group similar keywords • Create neat groups with 10 keywords in each • Set your initial cost per clicksMarketing you can measure TM
  31. 31. Key Elements of your campaignsKeywords – Match TypesBroad Match: keywordAllows your ad to show on similar phrases and relevant variationsPhrase Match: “keyword”Allows your ad to show for searches that match the exact phrase and variationsExact Match: [keyword]Allows your ad to show for searches that match the exact phrase exclusivelyNegative Match: -keywordEnsures your ad doesnt appear next to searches that include the termMarketing you can measure TM
  32. 32. Key Elements of your campaignsKeywords – Match Types Broad Match Phrase Match Exact MatchMarketing you can measure TM
  33. 33. Key Elements of your campaignsKeywords – Match TypesBroad Match Example – CRM System CRM System  CRM CRM Systems  Open source CRM sales System What is a CRM System  Customer Relationship management Online CRM System  CRM for Small Businesses Open source CRM System  Best CRMMarketing you can measure TM
  34. 34. Key Elements of your campaignsKeywords – Match TypesPhrase Match Example – CRM System CRM System CRM CRM Systems Open source CRM sales System What is a CRM System Customer Relationship management Online CRM System CRM for Small Businesses Open source CRM System Best CRMMarketing you can measure TM
  35. 35. Key Elements of your campaignsKeywords – Match TypesExact Match Example – CRM System CRM System CRM CRM Systems Open source CRM sales System What is a CRM System Customer Relationship management Online CRM System CRM for Small Businesses Open source CRM System Best CRMMarketing you can measure TM
  36. 36. Key Elements of your campaignsKeywords – Match TypesBroad Match Example – CRM SystemNegative Match – open source CRM System  CRM CRM Systems Open source CRM sales System What is a CRM System  Customer Relationship management Online CRM System  CRM for Small Businesses Open source CRM System  Best CRMMarketing you can measure TM
  37. 37. Key Elements of your campaignsKeywords – Match TypesWhy is it so important?Marketing you can measure TM
  38. 38. Running Successful Paid Search CampaignsToday’s agenda1. The basics – What is PPC and why should I care?2. The key elements of your campaign • Keywords • Ads • Landing pages3. Understanding the results and making improvementsMarketing you can measure TM
  39. 39. Key Elements of your campaignsAdsWhat makes up a text ad? Title – 25 Characters Description 1 – 35 Characters Description 2 – 35 Characters Display URL – 35 CharactersMarketing you can measure TM
  40. 40. Key Elements of your campaignsAdsWhat makes up a text ad? Web-based CRM More features & flexibility. Simple to use. Free trial. www.salesforce.com/ukMarketing you can measure TM
  41. 41. Key Elements of your campaignsAdsBest Practices• Create simple, enticing ads• Write them specifically for your ad group• Write at least 2 for every ad group.• Think about your target audience• Use a strong call to action• Make good use of your punctuation allowances!Marketing you can measure TM
  42. 42. Key Elements of your campaignsAdsBest Practices Web-based CRM More features & flexibility. Simple to use. Free trial. www.salesforce.com/ukMarketing you can measure TM
  43. 43. Key Elements of your campaignsAdsBest Practices Web-based CRM More Features & Flexibility. Simple to Use. Enquire Now! www.salesforce.com/ukMarketing you can measure TM
  44. 44. Key Elements of your campaignsAdsDynamic Keyword Insertion {KeyWord: Default Text}Marketing you can measure TM
  45. 45. Key Elements of your campaignsAdsDynamic Keyword Insertion {KeyWord: Web-based CRM} More Features & Flexibility. Simple to Use. Enquire Now! www.salesforce.com/uk Keyword Web based CRM Online CRM Ad text Web based CRM Online CRM More Features & Flexibility. More Features & Flexibility. Simple to Use. Enquire Now! Simple to Use. Enquire Now! www.salesforce.com/uk www.salesforce.com/ukMarketing you can measure TM
  46. 46. Key Elements of your campaignsAdsDynamic Keyword Insertion {KeyWord: Web-based CRM} More Features & Flexibility. Simple to Use. Enquire Now! www.salesforce.com/uk Keyword Online Customer Relationship Management Ad text Web-based CRM More Features & Flexibility. Simple to Use. Enquire Now! www.salesforce.com/ukMarketing you can measure TM
  47. 47. Key Elements of your campaignsAdsKeyword Insertion gone wrongMarketing you can measure TM
  48. 48. Key Elements of your campaignsAdsKeyword Insertion gone wrongMarketing you can measure TM
  49. 49. Key Elements of your campaignsAdsKeyword Insertion gone wrongMarketing you can measure TM
  50. 50. Key Elements of your campaignsAdsAd ExtensionsMarketing you can measure TM
  51. 51. Key Elements of your campaignsAdsHow does Google decidewhich position my ad willappear?Marketing you can measure TM
  52. 52. Key Elements of your campaignsAdsHere comes the maths!There are 2 aspects:• Your maximum cost per click – which we set right back at the start• Quality score – Google’s algorithm the rates the relevance of this search to yourcampaign.Marketing you can measure TM
  53. 53. Key Elements of your campaignsAdsHere comes the maths! Max CPC x Quality Score = Ad rankMarketing you can measure TM
  54. 54. Key Elements of your campaignsAdsHere comes the maths! Max CPC x Quality Score = Ad rank We control Decided AlgorithmicallyMarketing you can measure TM
  55. 55. Key Elements of your campaignsQuality ScoreHow is it calculated?• The historical clickthrough rate (CTR) of the keyword and the matched ad• The relevance of the keyword to the ads in its ad group•The relevance of the keyword and the matched ad to the search query• Your accounts performance in the geographical region where the ad will beshown• The quality of your landing pageMarketing you can measure TM
  56. 56. Key Elements of your campaignsQuality Score Keyword Ad Landing PageMarketing you can measure TM
  57. 57. Running Successful Paid Search CampaignsToday’s agenda1. The basics – What is PPC and why should I care?2. The key elements of your campaign • Keywords • Ads • Landing pages3. Understanding the results and making improvementsMarketing you can measure TM
  58. 58. Key Elements of your campaignsLanding PagesWhat makes a good landing page? Feature relevant and original content Be transparent Be easy to navigateMarketing you can measure TM
  59. 59. Key Elements of your campaignsLanding PagesRelevant & Original Content • Provide substantial information • Content should be original to your site • Should be easy for the user to buy, or enquire about the product/serviceMarketing you can measure TM
  60. 60. Key Elements of your campaignsLanding PagesBe Transparent • Openly share information about your business • Honour the deals in your ads • Don’t use other sponsored links on your page • Provide a privacy policy if you collect dataMarketing you can measure TM
  61. 61. Key Elements of your campaignsLanding PagesBe Easy to Navigate • Provide a short and easy to path for the user to complete your required action • Avoid pop ups, and other obtrusive site elements • Make sure the pages loads quicklyMarketing you can measure TM
  62. 62. Key Elements of your campaignsLanding PagesNice examples• Strong headline• Clear unique content• Strong call to action• Lead collection on pageMarketing you can measure TM
  63. 63. Key Elements of your campaignsLanding PagesNice examples• Strong headline• Clear unique content• Strong call to action• Lead collection on page• Instils trustMarketing you can measure TM
  64. 64. Running Successful Paid Search CampaignsToday’s agenda1. The basics – What is PPC and why should I care?2. The key elements of your campaign • Keywords • Ads • Landing pages3. Understanding the results and making improvementsMarketing you can measure TM
  65. 65. Understanding the resultsGetting the data you needTwo things to do before you launch1. Set objectives2. TrackingMarketing you can measure TM
  66. 66. Understanding the resultsOptimising your campaigns - keywordsSpotting opportunitiesMarketing you can measure TM
  67. 67. Understanding the resultsOptimising your campaigns - keywordsSpotting opportunitiesMarketing you can measure TM
  68. 68. Understanding the resultsOptimising your campaigns - keywordsMarketing you can measure TM
  69. 69. Understanding the resultsOptimising your campaigns - keywordsMarketing you can measure TM
  70. 70. Understanding the resultsOptimising your campaigns - keywordsMarketing you can measure TM
  71. 71. Understanding the resultsOptimising your campaigns - keywordsMarketing you can measure TM
  72. 72. Understanding the resultsOptimising your campaigns - adsMarketing you can measure TM
  73. 73. Understanding the resultsOptimising your campaigns - adsMarketing you can measure TM
  74. 74. Understanding the resultsOptimising your campaigns - adsMarketing you can measure TM
  75. 75. Understanding the resultsOptimising your campaigns - adsMarketing you can measure TM
  76. 76. Understanding the resultsOptimising your campaigns - adsMarketing you can measure TM
  77. 77. Understanding the resultsOptimising your campaigns – site performanceMarketing you can measure TM
  78. 78. Understanding the resultsOptimising your campaigns – site performanceMarketing you can measure TM
  79. 79. Understanding the resultsOptimising your campaigns – site performanceMarketing you can measure TM
  80. 80. Key Elements of your campaignsOptimising your campaigns – site performanceMarketing you can measure TM
  81. 81. Understanding the resultsOptimising your campaigns – site performanceMarketing you can measure TM
  82. 82. Understanding the resultsOptimising your campaigns – site performanceMarketing you can measure TM
  83. 83. Understanding the resultsOptimising your campaigns – site performanceMarketing you can measure TM
  84. 84. To summarise• Spend time on keyword research• Group your keywords together• Write targeted ads• Use & Perfect Landing pages• Set Objectives & Track everything• Test, Test & Test!Marketing you can measure TM
  85. 85. And finallyPrivate LinkedIn group for this session for Q&A: http://linkd.in/PPCgroupJames.fairweather@coastdigital.co.uklinkedin.com/in/jamesfairweathertwitter.com/j_fairweather (@J_Fairweather)All these links will go up on our blog on the Coast Digital site later so dontworry if you miss them. Marketing you can measure TM

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