Introduction To Paid Search Dave Chaffey For Ses

Introduction to Paid Search
Dave Chaffey, Insights Director
Presented at Search Engine Strategies, London
17th February 2010

About Dave Chaffey
Search &Conversion
Strategy &
Intelligence
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consulting
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Q. How much will paid search deliver?

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)

Clickthrough to “Landing Pages”

Q. How easy is it to get started?

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.

1. Introduction to Paid Search
Why Quality Score is King

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

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:

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

Tip: Check performance with Google Webmaster Tools

Remember to check for click fraud

2. Search ad network options
Which search engines and partner sites should we use?

Q. Which networks should we use?

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”

Q. Where will our ads appear?

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

Content network CN options
Direct searchCPC
Content networkCPC or cPM

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)

Vertical search targeting option:Geo-targeting through Google maps

Vertical search targeting option:Promoted videos or text ads

3. Goals and tracking
What do you hope to achieve?
How will you know you have?

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
Lead – E-mail address
Call back
2 Engage audience
Reduce bounce rate
Increase value events
Increase return rate
3 Answer the visitors’ questions:
Entry or subsequent page
New to company
Customer or prospect
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

Identifying potential from in-depth analysis
Using Excel VLOOKUP() to integrate data sources
Learn from conversion rates, CPA and ROI stats.
Identifying customer demand

Create a budget model to identify breakeven
What are you optimising on?
CTR
CPA (CPS)
Profitability
See www.davechaffey.com/Spreadsheets

Call track! or watch out for… Click to Call

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

Example of an integrated media campaign leveraging search behaviour

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.

4 Keyphrase research
Getting inside the mind of
your customer

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

http://analyticsvisualizations.appspot.com/juicekit/AnalyticsVisualization.html

Q. Are we taking advantage of the reliable insight tools?

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

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

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.

Analyse keyword type mix & contribution
Source: Google UK

Q. Which terms are really driving success?
Tip: Use a weighted attribution model

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

New Google Ad Extensions > Ad Site Links
Navigational / Brand search ad examples
Navigational / Brand search ad examples
Examples: Pure brand, Brand plus, Misspellings, URLs

Q. Are we subject to brand hijacking?

Technique: Using affiliates to protect your brand on broad matches

Trademarks - Competitor brands NOT allowed in Ad Text (but depends whether Google has trademark on their checklist)

5 Campaign structure

Good campaign structure leads to good quality score

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

Example

Google Ad Group campaign management

6 Targeting
Structure, match types, vertical search

How do you target message and offers through keywords?
Generic
Specific
Brand

Bidding on generic vs. specific vs. brand terms
Generic terms
Drive volume
Occur at the early part of the buying cycle
Develop brand awareness
COST MORE & CONVERT LESS.
Specific terms
Individually lower volume
Later in consideration
COST LESS & CONVERT MORE
Generic terms
Specific terms
Brand terms
Volume depends on brand awareness…
COST LESS & CONVERT MORE.
Should we use them?
Brand terms

Match type targeting

Tip: Check for negative keywords to use
Source: Google UK

Dayparting
Target best performing times
Keep budget for later in day or month
Decrease in evenings / weekends
Source: Atlas Onepoint

7 Bidding and bid management

Determining optimal position
Tip: Use Google Analytics Position Reporting to test effectiveness of different positions.
Source: Google UK

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:

Bid management tools = Central place to manage keywords across engines
Examples: Searchware, Atlas One point, Makemetop, Efficient Frontier,
Omniture, etc. Google conversion optimiser

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

Delivering relevance
Source: Google UK

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

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

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

Automated insertion of price info using Google AdWords API
Use of APIto insert latest prices
68

B2C and B2B Landing page examplesGoals = Engagement, Direct response, branding
http://www.norgrencatalogue.com/uk/

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

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

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.

Any Questions?

Introduction To Paid Search Dave Chaffey For Ses

by Dave Chaffey on Feb 23, 2010

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