Webmarketing123: 3 Must Haves For Strengthening Your Paid Search Program-07-27-2011
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Webmarketing123: 3 Must Haves For Strengthening Your Paid Search Program-07-27-2011
- 1. 3 ‘Must Haves’ for Strengthening Your Paid Search Program Strategies for optimizing your paid search investment Dial: +1 (470) 200-0301 Access Code: 132-955-742 @webmarketing123 @bradleywjoe #wm123
- 2. Housekeeping Items #wm123 @bradleywjoe
- 3. Housekeeping Items Will the slides be available? Yes! They will be available two ways: Download them from our site, www.webmarketing123.com Email PPCAnalysis@webmarketing123.com #wm123 @bradleywjoe
- 4. Housekeeping Items Will the slides be available? Yes! They will be available two ways: Download them from our site, www.webmarketing123.com Email PPCAnalysis@webmarketing123.com We want to hear from you! @webmarketing123 #wm123 facebook.com/webmarketing123 #wm123 @bradleywjoe
- 5. Housekeeping Items Will the slides be available? Yes! They will be available two ways: Download them from our site, www.webmarketing123.com Email PPCAnalysis@webmarketing123.com We want to hear from you! @webmarketing123 #wm123 facebook.com/webmarketing123 Want to learn more? Contact us for a complimentary PPC analysis. Details at end of webinar. #wm123 @bradleywjoe
- 6. Webinar Agenda Extending to Yahoo! and Bing? 1 How you can maximize your reach and capture more potential customers What is Contextual Targeting? 2 How the Google Display Network works to expand your campaigns Remarketing 101 3 How you can set targets in Google Adwords to get better results Key Takeaways 4 Master the 3 implementation tips to get started and get results immediately #wm123 @bradleywjoe
- 7. Webinar Agenda Extending to Yahoo! and Bing? 1 How you can maximize your reach and capture more potential customers What is Contextual Targeting? 2 How the Google Display Network works to expand your campaigns Remarketing 101 3 How you can set targets in Google Adwords to get better results Key Takeaways 4 Master the 3 implementation tips to get started and get results immediately #wm123 @bradleywjoe
- 8. 1 Search Engine Market Share Yahoo! and Bing own 30% of the search market with over 160 million unique searchers and 5 billion searches per month Ask, 3% AOL, 1% Bing, 14% Yahoo, 16% Google, 66% Source: comScore, Inc. June 2011 #wm123 @bradleywjoe
- 9. 1 Benefits of Advertising with Yahoo! and Bing? Advertise on Both Engines From One Platform • Utilize 2 search engines with the ease of managing from 1 platform • Microsoft adCenter handles all ad serving #wm123 @bradleywjoe
- 10. 1 How can you extend activity to Yahoo! and Bing? Where to start Best Practice • Start with Brand Campaigns and follow with your next best performing non-brand campaigns • Set your initial budgets at about 1/4 of your overall spend How • Use Microsoft adCenter Desktop (similar to AdWords Editor) • Easy to import Google campaigns #wm123 @bradleywjoe
- 11. 1 Differences Amongst the Search Engines Two key differences when advertising on Yahoo! and Bing • Negatives In Bing/Yahoo!, negatives can be set only on phrase match In Google, negatives can be set on exact match • Know Your Audience #wm123 @bradleywjoe
- 12. Webinar Agenda Extending to Yahoo! and Bing? 1 How you can maximize your reach and capture more potential customers What is Contextual Targeting? 2 How the Google Display Network works to expand your campaigns Remarketing 101 3 How you can set targets in Google Adwords to get better results Key Takeaways 4 Master the 3 implementation tips to get started and get results immediately #wm123 @bradleywjoe
- 13. 2 What is contextual targeting? What are the key differences between Contextual and Search? #wm123 @bradleywjoe
- 14. 2 What is contextual targeting? What are the key differences between Contextual and Search? • Search = targeting queries with keywords #wm123 @bradleywjoe
- 15. 2 What is contextual targeting? What are the key differences between Contextual and Search? • Search = targeting queries with keywords • Contextual = targeting content with themes #wm123 @bradleywjoe
- 16. 2 What is contextual targeting? What are the key differences between Contextual and Search? • Search = targeting queries with keywords • Contextual = targeting content with themes • Use keywords and themes to find the best placements for your message • The theme you choose will dictate the audience • Target the most interested viewers who are predicted to be most actionable #wm123 @bradleywjoe
- 17. 2 What is contextual targeting? What can you expect from the GDN? • Expectations: • Your impressions will rise exponentially, but you still only pay when someone clicks on your ad • You still have full control to modify at anytime: • Creative (ad) • Keywords • Bids #wm123 @bradleywjoe
- 18. 2 What is contextual targeting? Advance with ‘must have’ tips to strengthen your campaign #wm123 @bradleywjoe
- 19. 2 What is contextual targeting? Advance with ‘must have’ tips to strengthen your campaign • Separate your campaigns #wm123 @bradleywjoe
- 20. 2 What is contextual targeting? Advance with ‘must have’ tips to strengthen your campaign • Separate your campaigns • Impressions will substantially rise #wm123 @bradleywjoe
- 21. 2 What is contextual targeting? Advance with ‘must have’ tips to strengthen your campaign • Separate your campaigns • Impressions will substantially rise • Click through rate (CTR) will decrease #wm123 @bradleywjoe
- 22. 2 What is contextual targeting? Advance with ‘must have’ tips to strengthen your campaign • Separate your campaigns • Impressions will substantially rise • Click through rate (CTR) will decrease • Analyze domains where your ad is showing #wm123 @bradleywjoe
- 23. 2 What is contextual targeting? Advance with ‘must have’ tips to strengthen your campaign • Separate your campaigns • Impressions will substantially rise • Click through rate (CTR) will decrease • Analyze domains where your ad is showing • Block those with high cost and zero conversions #wm123 @bradleywjoe
- 24. Webinar Agenda Extending to Yahoo! and Bing? 1 How you can maximize your reach and capture more potential customers What is Contextual Targeting? 2 How the Google Display Network works to expand your campaigns Remarketing 101 3 How you can set targets in Google Adwords to get better results Key Takeaways 4 Master the 3 implementation tips to get started and get results immediately #wm123 @bradleywjoe
- 25. Interest Based Advertising Reach more of your audience with more relevant ads Remarketing: 1 Reach users who previously visited your web site Interest category 2 marketing: Reach users based on their interests #wm123 @bradleywjoe
- 26. 3 What is remarketing? Target specific behavioral groups of visitors #wm123 @bradleywjoe
- 27. 3 What is remarketing? Prepare steps to implement #wm123 @bradleywjoe
- 28. 3 What is remarketing? Set up your program in Google Adwords #wm123 @bradleywjoe
- 29. 3 What is remarketing? Cookie tips to master in your remarketing program • Recommended cookie duration: • Set a higher ad frequency with a short cookie life #wm123 @bradleywjoe
- 30. 3 What is remarketing? Cookie tips to master in your remarketing program • Recommended cookie duration: • Set a higher ad frequency with a short cookie life • Capitalize on potential customer’s interests and better match the buying cycle #wm123 @bradleywjoe
- 31. Webinar Agenda Extending to Yahoo! and Bing? 1 How you can maximize your reach and capture more potential customers What is Contextual Targeting? 2 How the Google Display Network works to expand your campaigns Remarketing 101 3 How you can set targets in Google Adwords to get better results Key Takeaways 4 Master the 3 implementation tips to get started and get results immediately #wm123 @bradleywjoe
- 32. Key Takeaways • Diversify your paid search spend to Yahoo, Bing for optimal revenue growth • Implement contextual targeting on the Google Display Network (GDN) to expand your reach • Launch an effective retargeting campaign that will drive qualified visitors back to your website and convert #wm123 @bradleywjoe
- 33. Thank You!
- 34. Register for a Customized PPC Analysis Today! PPC Ad Audit: • Improve Your Current Ads: Learn how to increase quality score, lower cost-per-click, improve ad rank, and drive more traffic • Competitor Campaign Strategy: Discover what your competitors are doing to segment and optimize their paid search campaigns PPC Campaign Tune-Up: • Opportunity Analysis: Identify the quick wins in your current campaign as your Search Marketing exec walks you through a 30 day campaign report • Establish the Right KPIs: Each business is unique, therefore metrics need to be tailored to correctly measure outcomes. Learn which KPIs make the most sense for your business. • Offer and Headline Analysis: Examine your current headlines and calls to action and determine which ones work (and which don’t) Please contact: ppcanalysis@webmarketing123.com #wm123 @bradleywjoe
Editor's Notes
- Pie graph more effective
- Assumptions: audience does no PPC or limited to just paid search on Google
- Set this budget slightly less than Google -> important to test Example of brand and non brand. Don’t forget to update any tracking!
- EXAMPLE and why that effects you! If you are sunglass shop and you put ‘glasses’ as a negative bc it is too broad, you’d be blocking your ad from showing up on ‘sun glasses’ where as in Google your ad would only be blocked if someone just searched ‘glasses’. Where do your users search (Bing = consumer, Yahoo = old school, Google = sophisticated)
- Assumptions: audience does no PPC or limited to just paid search on Google
- Assumptions: audience does no PPC or limited to just paid search on Google
- Assumptions: audience does no PPC or limited to just paid search on Google
- Not only do content pages offer additional Moments of Relevance, but they represent a large part of a user’s online experience. Content pages continue to dominate the share of time users spend online. Today, users spend about 47% of their time online on content pages, and only 5% of their time on search pages. That’s nearly half their time online devoted to content. And you can see on the right that this trend has continued up and to the right. It’s no question that advertisers miss out on opportunities to reach additional customers by not having a presence on the web. === Additional note: With the content network, you get access to not just content pages, where users spend almost half their time, but you also reach users on communication and commerce pages as well. Examples of communication sites are: Email (Gmail), Social networks (like MySpace and dozens of other social networking sites in the GCN), and other media like instant messaging, online chat, etc. Examples of commerce sites are any web site where users can make online purchases, like Amazon.com
- In a recent study, display advertising led to a 155% increase in searches for brand and segment terms. 43% of consumers who saw a joint display and search campaign subsequently made an in-store purchase
- Assumptions: audience does no PPC or limited to just paid search on Google
- Assumptions: audience does no PPC or limited to just paid search on Google
- Assumptions: audience does no PPC or limited to just paid search on Google
- Assumptions: audience does no PPC or limited to just paid search on Google
- Assumptions: audience does no PPC or limited to just paid search on Google
- Assumptions: audience does no PPC or limited to just paid search on Google
- Points to note: -Remarketing is now available worldwide (except in Japan) -Can now include placement and keyword targeting to your retargeting campaign (i.e. retarget users on specific pages/pages talking about specific topics vs. all of the GCN or YT) -Boomerang remarketing lists (DoubleClick) are now free… use these instead of AdWords pixels.
- Assumptions: audience does no PPC or limited to just paid search on Google
- Assumptions: audience does no PPC or limited to just paid search on Google
- Assumptions: audience does no PPC or limited to just paid search on Google
- Assumptions: audience does no PPC or limited to just paid search on Google