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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.

Introduction To Paid Search   Dave Chaffey For Ses Introduction To Paid Search Dave Chaffey For Ses Presentation Transcript

  • Introduction to Paid Search
    Dave Chaffey, Insights Director
    Presented at Search Engine Strategies, London
    17th February 2010
  • About Dave Chaffey
    Search &Conversion
    Strategy &
    Intelligence
    Strategy
    consulting
    Best practice
    Qualifications
    Books
  • 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
  • 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?