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Introduction To Paid Search Dave Chaffey For Ses

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I was asked by the Search Engine Strategies programming team to deliver this 1 hour intro to paid search for the many attendees who are new to search engine marketing. As well as covering the key …

I was asked by the Search Engine Strategies programming team to deliver this 1 hour intro to paid search for the many attendees who are new to search engine marketing. As well as covering the key areas important to success it also introduces some of the latest developments in paid search

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  • Advertisers who participated in the click-to-call beta have seen very positive results, ranging from5-30%increase in click-through rates.
  • Transcript

    • 1. Introduction to Paid Search
      Dave Chaffey, Insights Director
      Presented at Search Engine Strategies, London
      17th February 2010
    • 2. About Dave Chaffey
      Search &Conversion
      Strategy &
      Intelligence
      Strategy
      consulting
      Best practice
      Qualifications
      Books
    • 3. Let’s Connect! Questions & discussion welcome
      uk.linkedin.com/in/davechaffey
      www.facebook.com/davechaffey
      www.twitter.com/DaveChaffey
      Blog
      www.smartinsights.com/blog
      Feeds
      www.feedburner.com/davechaffey
      EmailNewsletter
      www.smartinsights.com
    • 4. Q. How much will paid search deliver?
    • 5. Introducing Search Engine MarketingSEM = SEO + PPC
      Paid listings -
      Pay Per Click (PPC)
      http://www.google.com/search?q=emarketing+training
      Natural or organic listings -
      Search engine optimisation (SEO)
    • 6. Clickthrough to “Landing Pages”
    • 7. Q. How easy is it to get started?
    • 8.
    • 9. Agenda – 8 areas of Paid Search strategy
      2
      1
      4
      3
      6
      5
      8
      7
      Introduction to paid search.
      Your search network options.
      Goals and tracking.
      Keyphrase research.
      Getting Started: structure.
      Targeting: Match types.
      Bidding and bid management.
      Ad creative and copywriting.
    • 10. 1. Introduction to Paid Search
      Why Quality Score is King
    • 11. Q. Where does paid search fit within
      the digital marketing mix?
      Start with your website goals
      and how to create value for
      your customers
      Research your online
      Marketplace to define the
      most appropriate marketing
      mix for your digital strategy
      Integrate web analytics, on
      and offline conversion tracking
      and optimization so that
      campaign performance can be
      tracked and optimized.
      Implement the tactics that fit
      your goals best. Be flexible.
      Be agile!
      1
      2
      3
      4
    • 12. Q. Why paid search, not ‘PPC’
      1
      2
      Two main options for paid search marketing to be aware of when media buying within search engines.
      Advertising in search engines (direct search) = CPC.
      Contextual or content matched advertising on the content network, e.g. Google Adsense:
      CPC = Cost per Click (default)
      CPM = Cost per 1000 impressions – an option for ‘placement targeting’
      Pay per Click options now common in display ad network
      Each of the main search engines has it’s own ad programme:
      Google Adwords (http://adwords.google.com)
      Yahoo! Search Marketing (http://searchmarketing.yahoo.com, formerly Overture)
      Microsoft adCenter (http://adcenter.microsoft.com)
      Two main options for paid search marketing to be aware of when media buying within search engines.
      Each of the main search engines has it’s own ad programme:
    • 13. Understanding influence of Quality Score is ESSENTIAL
      Glossary:
      CTR = Clickthrough rate
      Ad text relevance = Match of headline and description to search term
      Keyword relevance = Match of triggering keyword to search term
      Landing page relevance = Match
      <title>, <h1..n> headings, copy
      c. 2006 – formula no longer published. For latest see:
      https://adwords.google.com/support/aw/bin/answer.py?answer=10215
      Tip: Check a selection of your Quality scores and relevance for keywords within AdWords Ad Groups
    • 14.
    • 15. Tip: Check performance with Google Webmaster Tools
    • 16. Remember to check for click fraud
    • 17. 2. Search ad network options
      Which search engines and partner sites should we use?
    • 18. Q. Which networks should we use?
    • 19. Volume doesn’t give the whole story
      For Eurostar “the click-to-sale ratio was 35% higher on Bing than the other engines, and the cost-of-sale rate was 16% lower.
      In addition, the click-through rate
      grew to nearly 5 times the average from all
      search advertising”
    • 20. Q. Where will our ads appear?
    • 21. Beware of the content network?
      Options
      Ignore (default)
      Switch off
      Treat separately
      Own Campaigns
      Isolate best QS
      Different bids
      Special brand copy
      Use during campaigns only
      Placement targeting
      Position
      Impressions
      Clicks
      CTR
      Avg. CPC
      6
      Direct Keyword Search
      50,000
      2,500
      5%
      £0.60
      2
      Content network
      10,000,000
      6,000
      0.06%
      £0.30
      2.5
      Overall
      10,050,000
      8,500
      0.08%
      £0.35
      An example of the difference in paid search metrics for content network and direct search ads
    • 22. Content network CN options
      Direct searchCPC
      Content networkCPC or cPM
    • 23. Google placement targeting options on content network
      With Google placement
      targeting (formerly site
      targeting), agencies can:
      Select sites for CPM or CPC ads
      Find sites to exclude
      Determine performance of third party sites
      Use Pay Per Action (soon)
    • 24. Vertical search targeting option:Geo-targeting through Google maps
    • 25. Vertical search targeting option:Promoted videos or text ads
    • 26. 3. Goals and tracking
      What do you hope to achieve?
      How will you know you have?
    • 27. What are we trying to achieve with PPC?Are we clear on our objectives for each search and visit?
      1
      Generate sale or lead (on &
      offline)
      • Visit conversion rate
      • 28. Lead – E-mail address
      • 29. Call back
      2 Engage audience
      • Reduce bounce rate
      • 30. Increase value events
      • 31. Increase return rate
      3 Answer the visitors’ questions:
      • Entry or subsequent page
      • 32. New to company
      • 33. Customer or prospect
      • 34. Targeted segments
      4 Showcase range of products (cross-sell)
      5Reinforce key brand messages (99% won’t convert in single
      session)
      6 Attract visitors = SEO
      Prominent Unique phone number for tracking
      2
      Incentivised
      Lead generation
      form
      Key brand messages
      3
      Conversion goals+ OVP
      SEO Relevance headings0
      4
      Answer customers’ concerns
      5
      6
    • 35. Identifying potential from in-depth analysis
      Using Excel VLOOKUP() to integrate data sources
      Learn from conversion rates, CPA and ROI stats.
      Identifying customer demand
    • 36. Create a budget model to identify breakeven
      What are you optimising on?
      See www.davechaffey.com/Spreadsheets
    • 39. Call track! or watch out for… Click to Call
    • 40. Q. How do search and display integrate?
      30-40% of all conversions arriving from a display impression, or click, are preceded with a paid search click.
      10-15% of conversions that had a prior display impression had the last event as a paid search click.
      Source: Efficient Frontier Insights,
      http://tinyurl.com/search-display
    • 41. Example of an integrated media campaign leveraging search behaviour
    • 42. Integrating with offline campaigns
      1
      2
      3
      4
      5
      6
      7
      Ensure continuous SEM activities are updated to reflect marketing
      campaign activity.
      2. Consider increasing bid prices during offline campaigns to ensure you
      achieve visibility and reinforcement of offline campaigns.
      Consider using dayparting to coincide with your offline TV campaigns.
      Include campaign messages within Ad headline and body copy.
      Include specific details on promotions such as discounts, prices and closing dates.
      Advertise on phrases specific to the campaign, for example, if the campaign is ‘Quote Me Happy’ or ‘Sleep Tomorrow’.
      Include reference to campaign in creative for brand searches.
    • 43. 4 Keyphrase research
      Getting inside the mind of
      your customer
    • 44. Understanding online search behaviours
      ‘Explorer’
      Browsing
      ‘Hunter’Researching
      ‘Tracker’Completing
      Define
      requirements
      Select supplier(enquire)
      ‘What’s out
      there’
      Destination purchase(buy)
      Assess
      supplier
      capabilities
      ‘Inspireme’
      Undirected, exploratory
      Directed goal-oriented
      www.davechaffey.com/SEO-Best-Practice/Using-the-AOL-data-leak-for-SEO
      www.youtube.com/watch?v=hb0ef6NhY74
    • 45. http://analyticsvisualizations.appspot.com/juicekit/AnalyticsVisualization.html
    • 46. Q. Are we taking advantage of the reliable insight tools?
    • 47. Use the Google Keyword tool & traffic estimator
      This gives the cost and volume of clicks on top position ad. Multiply by 20 to give approximate number of searches.
      Free search toolswww.davechaffey.com/seo-keyword-tools
    • 48. How good is your keyphrase-level gap analysis reporting?
      Should show:
      Potential performance from keyphrase estimators
      Your actual performance
      (position, clicks, conversion, sales, value):
      Paid – absolute and relative
      Natural – absolute and relative
    • 49. Identifying common qualifiers – how long is tail?
      <Product name> or <category name> or <brand>
      What is your strategy for targeting:
      Generic:
      <category name> + synonyms
      Qualifiers:
      compare + <product name>
      review + <product name>
      cheap + <product name>
      Brand + <category name>This is called “Navigational search”
      <category name> + UK
      Tip: Use difference between broad or phrase match and exact match in Traffic Estimator to estimate how long the tail is.
    • 50. Analyse keyword type mix & contribution
      Source: Google UK
    • 51. Q. Which terms are really driving success?
      Tip: Use a weighted attribution model
    • 52. Q. How important are brand searches?
      362
      362
      Brand Conversions
      Single Brand Click
      447
      Multiple Brand Click
      389
      447
      Brand Click
      58
      User
      58
      1017
      Generic Click
      1017
      959
      Multiple Generic Click
      Generic conversion
      Single Generic Click
      805
      805
      Source: Agency.com presented at AdTech London
    • 53. New Google Ad Extensions > Ad Site Links
      Navigational / Brand search ad examples
      Navigational / Brand search ad examples
      Examples: Pure brand, Brand plus, Misspellings, URLs
    • 54. Q. Are we subject to brand hijacking?
    • 55. Technique: Using affiliates to protect your brand on broad matches
    • 56. Trademarks - Competitor brands NOT allowed in Ad Text (but depends whether Google has trademark on their checklist)
    • 57. 5 Campaign structure
    • 58. Good campaign structure leads to good quality score
    • 59. How is an Ad Group Structured?
      Q. What are my controls?
      Daily budget
      Where, when ads displayed
      Google Network
      Triggering keywords
      Keyword match type
      Max CPC bids
      Copy
      https://adwords.google.com/support/bin/answer.py?answer=6106
    • 60. Example
    • 61. Google Ad Group campaign management
    • 62. 6 Targeting
      Structure, match types, vertical search
    • 63. How do you target message and offers through keywords?
      Generic
      Specific
      Brand
    • 64. Bidding on generic vs. specific vs. brand terms
      Generic terms
      • Drive volume
      • 65. Occur at the early part of the buying cycle
      • 66. Develop brand awareness
      • 67. COST MORE & CONVERT LESS.
      Specific terms
      • Individually lower volume
      • 68. Later in consideration
      • 69. COST LESS & CONVERT MORE
      Generic terms
      Specific terms
      Brand terms
      • Volume depends on brand awareness…
      • 70. COST LESS & CONVERT MORE.
      • 71. Should we use them?
      Brand terms
    • 72. Match type targeting
    • 73. Tip: Check for negative keywords to use
      Source: Google UK
    • 74. Dayparting
      Target best performing times
      Keep budget for later in day or month
      Decrease in evenings / weekends
      Source: Atlas Onepoint
    • 75. 7 Bidding and bid management
    • 76. Determining optimal position
      Tip: Use Google Analytics Position Reporting to test effectiveness of different positions.
      Source: Google UK
    • 77. Budgeting and bidding
      Am I missing out due to insufficient budgets?
      “Impression Share (IS): The percentage of times your ads were shown out of the total available impressions in the market you were targeting. This metric is available at the campaign and account level for search.
      Lost IS (Rank): The percentage of impressions lost due to low Ad Rank (cost-per-click bid x Quality Score).
      Lost IS (Budget): The percentage of impressions lost due to daily budget constraints.”
      Things to remember:
      Highest positions not always best, e.g. Target position 4-8.
      Higher positions cost more (of course) and conversion quality tends to be lower
      Working hard on quality score will reduce fees
      Using match types gives you more control
      Am I missing out due to insufficient budgets?
      Things to remember:
    • 78. Bid management tools = Central place to manage keywords across engines
      Examples: Searchware, Atlas One point, Makemetop, Efficient Frontier,
      Omniture, etc. Google conversion optimiser
    • 79. 8 Creative and copywriting
      Including landing page tips
      http://www.youtube.com/watch?v=lXaDKSC_qKw
      http://googleblog.blogspot.com/2009/11/new-search-ad-formats.html
    • 80. Delivering relevance
      Source: Google UK
    • 81. Ad creative – techniques for achieving standout
      1. Deliver relevance - include search term keywords in headline and body.
      2. Be specific.
      3. Include specific benefits e.g. Free delivery, costs.
      4. Differentiate – what is unique?
      5. Numbers are scannable.
      6. Use CAPS (sensibly).
      7. Space can be good.
      8. Use characters (sensibly): !, ?, :, &
      9. Be quirky!
      10. Use distinctive words.
      See: www.google.com/adpreview
    • 82. Ad creative techniques - Headlines
      Site doesn’t haveseparate Ad Group for different terms
      Ad Headlines:
      Include main search terms (+ benefit?)
      Use capitals for each main word in your headline?
      Include brand name?
      Restrict low-intent clickers?
      Use dynamic headlines? E.g. {Keyword:Bottled Gas} Delivery
    • 83. Other ad creative technique tips
      Descriptions:
      Include the most common keywords in the ad group which triggers ad
      Emphasise your proposition inc key benefits
      Other key benefits
      Use synonyms – good for quality score
      Try to squeeze in a call-to-action
      Display URLs:
      Use directories
      Capitalise
      Show benefits
    • 84. Automated insertion of price info using Google AdWords API
      Use of APIto insert latest prices
      68
    • 85. B2C and B2B Landing page examplesGoals = Engagement, Direct response, branding
      http://www.norgrencatalogue.com/uk/
    • 86. Not landing pages but conversion pathways! Segmented landing pages
      Practical Tip – Scent Trails and Conversion Pathways
      Consider options for providing alternative “conversion pathways” for different audiences
      Source: http://tinyurl.com/two-step-landing-pages and http://tinyurl.com/landing-page-myths
      |70
    • 87. Paid search – avoiding the most common mistakes
      1
      2
      3
      4
      5
      6
      7
      8
      9
      10
      Not enough Keyphrase analysis
      The importance of Quality Score not recognised
      Ad copy not optimised (dynamic headline not used wisely)
      Ad Groups not sufficiently targeted (aim for 10-15 keywords max)
      Landing pages not sufficiently relevant (AdsBot-Google checks)
      Matching options not used:
      • Broad : pr jobs, Phrase : “pr jobs”, Exact: [pr jobs], Negative: [graduate]
      The content network not treated separately
      Insufficient targeting by Day Part, Geography
      Under-budgeting
      Fake clicks not checked
    • 88. Pay Per Click Marketing: Best Practice Book
      At the end of March ClickThrough will be publishing our second Marketers Checklist book.
      This will explore current best practice in PPC, and address the most recent changes to the AdWords interface.
      If you are interested in receiving a copy of this book then please speak to me afterwards.
    • 89. Any Questions?

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