M A S008 Whiteley 091907

Advanced Search Engine Marketing

Tyrona Heath Julian Leong Kristina Cutura Justin Vinluan

Advanced Search Engine Marketing  Fundamentals & Preparation 1  Account Optimization Best Practices 2  Advanced Strategies 3  Monitoring Performance 4

Tyrona Heath

Fundamentals & Preparation  Defining Your Business Goals  Preparing to Optimize

SEM Optimization Defined: Improving the performance of your search marketing investment based on your specific goals. Optimizations include editing and restructuring:  Campaigns, Ad Groups, keywords and ad text  Targeting Options  Budget  Syndication Preferences – Google Network

Steps to Optimize Search Marketing Create relevant keywords Test ads & keywords and ads grouped by goals Refine campaigns: Use reporting tools keep what’s working to measure results

Search Engine Marketing: Setting Goals Address Performance Issues Enhance Great Performance Edit or delete poor performing Identify strong keywords and ad content. text and create additional variations. Improve ROI Increase Traffic Focus on keywords and ad text Add keywords to focus on new that lead to the best leads. product areas.

What to Review Before Optimizing SEM Optimization Your Goals Reporting Your Products and Services Account Structure Budget Current Marketing Spend

Kristina Cutura

Account Optimization  Account Structure  Keywords  Ad Text

Account Structure Best Practices 1. Review website structure and determine strategy. 2. Identify top products and services and create themes. 3. Check daily budget to see if consistently hitting limit. 4. Check for high cost keywords that contribute to maxing out budget.

Campaign Structure Strategy Create a tightly themed keyword list for each Ad Group, mirror the website structure Laptops Bad Great Prices on Laptops – Shop Now! www.AdWordsExample.com best laptops laptop notebooks computer laptops discount notebooks laptop computer new laptops best notebooks cheap computer low cost laptops computer notebooks computer store discount laptops notebooks custom computer cheap laptops cheap notebooks computer sales laptops for sale laptops for small business small business laptops corporate computer top 10 business laptops laptops for business corporate computer systems business laptops best business laptops corporate computers best business pc business laptops reviews corporate computer solutions pc for business best laptops for business corporate computer services business pc top business laptops pc for small business pc business solutions small business pc

Campaign Structure Strategy Corporate Computers Laptop Computers Notebooks & PCs Great Prices on Computers Great Prices on Laptop Great Prices on Notebooks For Business – Shop Now! Computers – Shop Now! & Business PCs – Shop Now! www.AdWordsExample.com www.AdWordsExample.com www.AdWordsExample.com corporate computer best laptops best notebooks corporate computer solutions laptops computer notebooks corporate computer services new laptops notebooks small business laptops low cost laptops cheap notebooks laptops for business computer pc for business best business laptops laptop computer business pc cheap computer pc for small business Better

Campaign Structure Strategy Laptops Notebooks Corporate Computers Great Prices on Laptop Great Prices on Notebook Great Prices on Corporate Computers – Shop Now! Computers– Shop Now! Computers – Shop Now! www.AdWordsExample.com www.AdWordsExample.com www.AdWordsExample.com new laptops laptop notebooks corporate computers low cost laptops discount notebooks corporate computer solutions discount laptops best notebooks corporate computer services cheap laptops computer notebooks BEST Business PC Computer Business Laptops Great Prices on Business Great Prices on Computers – Great Prices on Business PCs - Shop Now! Shop Now! Laptops – Shop Now! www.AdWordsExample.com www.AdWordsExample.com www.AdWordsExample.com business laptops computer small business laptops best business pc laptop computer laptops for business pc for business cheap computer best business laptops business pc business laptops reviews

Keyword Best Practices 1. Let the system do the work to refine your keyword list.  Delete or move poor performers  Enhance strong performers 2. Use the Google keyword tool. 3. Add additional negative keywords.

Optimizing Keywords Strategy: Strong Performing Keywords Options: Emphasize keyword in the ad title of new ad. Notebook PCs Shop for Quality Corporate Add additional variations of strong keyword Computers. Get Free Demo! www.AdWordsExample.com Increase keyword bid and/or campaign budget Keyword Status Current Clicks Impr CTR Avg. Cost Avg Conv Cost Bid CPC Pos Rate Conv notebook Active $5.75 500 7500 4.80% $3.50 $175 1.6 4.75% $60 pc Other keyword variations to add for “notebook pc”: discount notebooks, cheap notebook, buy notebook, compare notebook Negative keywords: -free, -case, -wallpapers

Optimizing Keywords Strategy: Poor Performing Keywords Options: Delete Keyword Notebook PCs Shop for Quality Corporate Increase Bid Computers. Get Free Demo! www.AdWordsExample.com Keyword Status Current Clicks Impr CTR Avg. Cost Avg Conv Cost Bid CPC Pos Rate Conv desktop Inactive $2.00 30 1300 .05% $2.00 $60 7.5 1.15% $40 computer for search Note: Increasing your bid may not solve the larger issue of keyword underperformance.

Optimizing Keywords Strategy: Poor Performing Keywords Steps: Desktop Computer Shop for Quality Corporate • Delete Keyword & Move to New Ad Computers. 25K+. Free Demo! Group www.AdWordsExample.com • Create 2-3 New Ads Focused on Desktop Computer Keyword Compare Business Hardware. Customize & Order Today! www.AdWordsExample.com Keyword placed in New Ad Group: “Desktop Computers” Keyword Status Current Clicks Impr CTR Avg. Cost Avg Conv Cost Bid CPC Pos Rate Conv desktop Active $2.00 0 0 .00% $0.00 $0 0 0.00% $0 computer Negative keywords: -free, -case, -wallpapers

Ad Text Best Practices Best Practices – Test to see what performs: 3. Price point vs. non-price point 5. Price point vs. “discount” or other special offer 7. Conversion-oriented call-to-action vs. descriptive message 9. “Official site” or strong claim (“best prices” for comparison site) vs. descriptive message 11. Audience-specific message

Optimizing Ad Text: What to test? Business Laptops Business Laptops Save 25% on Laptops at Our Laptops Starting at $999 at Our Small Business Store. Order Now! Small Business Store. Order Now! www.AdWordsExample.com www.AdWordsExample.com Interest: Interest: Example: Discount vs. Price Point

Justin Vinluan

Advanced Strategies for ROI  Optimizing for ROI  Optimizing to Increase Traffic

Defining ROI What is Return on Investment? ROI is the benefit gained in return for the cost of your original investment. Advertisers measure ROI in many different ways, including cost-per-conversion and return on ad spend. Common Ways ROI is Measured Specified number of metrics over a timeframe Example - 3,000 Leads for Q4 Cost per metric Example – Cost of Advertising Sales 14% Conversion Rate Example – Click to Action Ratio 2%

Optimizing for ROI Building the bridge between a click and a sale

3 Strategies to Optimizing for ROI § Target by Buying Cycle § Segment the Audience § Find the Expanded-Matched Keywords

Optimizing for ROI: Buying Cycle Example Keyword Stages of the Buying Cycle Searches awareness new computers interest Laptop computers consideration Acme Laptop purchase Acme Laptop financing retention Acme warranty advocacy Acme

Optimizing for ROI: Audience Type Acme Computers Audience Concern Ad Text CEO Efficiency ‘Stable & Dependable’ Middle Manager Cost Effectiveness ‘Inexpensive, Quality’ User or IT Person Features, Products ‘Dual Core Processor’

Optimizing for ROI: Expanded-Match Keyword Broad match keywords get expanded into other terms that your ad may appear on. Acmecomputer Acme computers Acme computers Acme notebook Acme computers for school Computers sales Cheap computers

Optimizing for ROI: Finding Expanded-Match Keywords Search Query Report 1 Find the relevant keywords that don’t cost a lot. 2 Bid on them to ensure eligibility the next time. Keyword Status Current Clicks Impr CTR Avg. Cost Avg Conv Cost Bid CPC Pos Rate Conv Acme Active $5.75 500 7500 4.80% $3.50 $175 1.6 4.75% $60 computer Acme Active $3.50 0 0 0.00% $0.00 $0.00 0 0.00% 0 school computer Added new keyword “acme school computer”

Optimizing for ROI: Expanded-Match Keyword 3 Continue to run the Search Query Report to find additional keywords that your ad may run on Acme notebook Acmecomputer Acme computers Acme computers for school Acme Cheap computers Computers sales Computer Michael Acme Discount computer s Acme school Computer deal computers Printer Computer Repair 4 Use negative keywords for words that aren’t relevant

Optimizing Search Marketing to Increase Traffic

Distribution Preferences Google’s network of content partners offers additional traffic for your ads

Optimizing for Increased Traffic: Content Only Campaign The entire Google Ad Network reaches 63% more unique visitors in the U.S. than advertising on Google alone. U.S. Internet users reached by the Google Ad Network each saw an average of 153 separate web pages displaying Google advertising in September 2006. (Source: Custom analysis conducted for Google by comScore Networks, September 2006)

Content Only Campaign: Complementary Products Create ad groups with keywords that are complementary to your product All in one printer Color printer Laser printer Photo printer Color laser printer Wireless printer Create an Ad Group: Printer You Sell: Paper

Summary: Buying Cycle Example Keyword Stages of the Buying Cycle Searches awareness new computers interest Laptop computers consideration Acme Laptop purchase Acme Laptop financing retention Acme warranty advocacy Acme

Summary: Audience Type Acme Computers Audience Concern Ad Text CEO Efficiency ‘Stable & Dependable’ Middle Manager Cost Effectiveness ‘Inexpensive, Quality’ User or IT Person Features, Products ‘Dual Core Processor’

Summary: Complementary Products Create ad groups with keywords that are complementary to your product All in one printer Color printer Laser printer Photo printer Color laser printer Wireless printer Create an Ad Group: Printer You Sell: Paper

Advanced Strategy: Content Buying Cycle

ROI Optimization Contest: Content Buying Cycle Your Turn: • Tell us what your product is. • Tell us what the landing page theme on which you want your ad to appear • Tell us who your audience is. • Choose one part of the Buying Cycle • Create a list of 5 - 15 keywords used to ‘theme’ an ad group. The first 10 audience members that submit these parts appropriately will receive the prize. Advanced Search Engine Marketing Create a Keyword List Now to Win A Cool Prize! Thanks for Your Time! Email to: DreamforceAdvancedSM@gmail.com

Julian Leong

Monitoring Performance  Account Performance  Metrics  Tools

A Few Important Metrics Impressions Clicks / Impressions CTR Responses / Clicks Clicks Response Rate Leads (de-dupd) / Responses Responses Duplicate Rate Leads Conversion Rate Opportunities Opportunities / Lead Close Rate ** Responses / Impressions Closed Deals Closed / Opptys

Google AdWords A/B Testing Test different calls to action for offers Monitor Ads’ impact on Google Conversion Rate (Response Rate) SFGA AdText Report to ascertain lead quality of different ads. Use same landing page across ads being tested.

Improve Targeting and CTR Deploy available budget to capture the most qualified leads and opportunities. Turn away unqualified clicks. Tactics and Tools • Research Keyword Negatives with the Google Keyword Tool • Identify Keyword Negatives with the Google Search Query Performance Report. • Use SFGA Keyword Reports to identify keywords that lead to the most opportunities and deserve the most budget • Identify Content Sites to exclude with the Google Placement Performance Report • Use SFGA Search Phrase Reports to identify keywords that should be added to campaign

Build the Bridge from Search to Sale No obvious call to action, lead in or value proposition. Too much info for a landing page No conversion activity Overwhelming options for the user.

Build the Bridge from Search to Sale Clear value proposition Concise product information Short, obvious conversion activity Product and customer images

Google Website Optimizer Landing Page Testing  Test multiple page variations at once with Google Website Optimizer  Use Salesforce Campaign Tracking to view lead quality of each landing page

Salesforce for Google AdWords ROI  Identify and remove underperforming keywords or groups  Adjust bids to reflect expected pipeline and revenue goals  Shift budget to campaigns with higher conversion rates and deal sizes

Google Analytics (Is there a leak in my funnel?) Website Visitor Behavior Demonstration Views 10,237 visitors finished | 45.47% funnel conversion rate Answer These Questions  At what point do visitors who begin a defined funnel process abandon it?  Are there site design elements or particular pages that turn customers away?  Which site paths lead to the most conversions?

Other SEM Productivity Tools (AppExchange)  Manipulate data in Excel with QueryAmp

AdWords Editor  Manage AdWords from your desktop – Free Tool

Quiz - Fundamentals Name 3 things to review before you begin optimizing your search marketing campaigns. 1) Your Goals 2) Reporting 3) Your Products and Services 4) Account Structure 5) Budget 6) Current Marketing Spend

Quiz – Account Optimization Best Practices What is NOT a recommended best practice to optimize a well performing keyword: a) Add negative keywords b) Delete it c) Increase CPC d) Add additional variations e) b) & c)

Quiz – Advanced Strategies Which of these is NOT a good strategy to optimize the ROI from your search campaigns? a) Target by Buying Cycle b) Use Broad-Matched Keywords c) Segment the Audience d) Expanded-Matched Keywords

Quiz – Monitoring Performance What 3 metrics should I look at when evaluating A/B copy testing? What are 3 free tools I can use to find keyword negatives? 1) Salesforce for Google AdWords 2) Google Analytics 3) Google Optimizer

Questions?

M A S008 Whiteley 091907

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