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High Level overview of PPC Marketing

High Level overview of PPC Marketing

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  • NB: This example uses keywords from one client and CPCs from another client, to preserve anonymity. The example above shows actual CPCs for the variants of a single keyword. The left honeycomb shows the now familiar notion that each keyword has a different value. It is now unthinkable that anyone would pay a single CPC for all clicks from Google, yet this was how things were, prior to keyword advertising. The opportunity then, is that each individual click has a different intrinsic value, and the closer we get to click level optimization, the better performance gets. Even at the keyword level, a single keyword represents thousands of clicks each week which we subdivide to our clients’ advantage. The average CPC for “photos” across all variants is 19 cents. The value of the Google.com/Exact/Nationwide clicks is almost twice as high – at 33 cents. Conversely, the Search/Broad/Nationwide clicks are only worth one quarter the average at 5 cents. Looking at location as a discriminator, we can see that the various metro area variations are 5-15 times as valuable as the nationwide equivalent (partly because the metro clicks have been removed from the nationwide variant). Bidding a single price for a multi-component commodity actually has a doubly bad effect in that what happens is that you end up with proportionally *more* of the low value clicks, since you’re overpaying for them. Conversely, you end up with fewer high value clicks. This is how SearchRev can both reduce unit cost and increase volume.

SEM NYU Presentation SEM NYU Presentation Presentation Transcript

  • Search Engine Marketing Presentation
  • Google Search Results: Havaianas Sponsored Results Search Results
  • What is The Difference?
    • Sponsored Results
    • Also Known As
      • Search Engine Marketing (SEM)
      • Pay Per Click (PPC)
      • Cost Per Click (CPC)
      • Paid Search
    • Paid Search Advertisements Are Displayed On The Top And/Or Right Hand Side Of Google Search Results Pages
    • Paid Search Advertisements Appear As Small Classified Style Ad Copy That Links To A Companies Website
    • Paid Advertisements Only Appear When An AdWords Campaign Is Developed To Target Specific Keywords
    • Search Results
    • Also Known As
      • Organic Search Results
      • Natural Search Results
      • Free Search Results
      • Search Engine Optimization (SEO)
    • The Natural Results appear directly below and/or to the left of the paid adveritsements
    • Organic results are gathered by search engines’ web crawlers and ranked according to relevance to the search terms
    • The Natural Results display a list of web pages with titles, a link to the page and a short description showing where the keyword(s) searched have match content within the page
  • Yahoo
  • MSN/BING
  • Eye Tracking Heat Map
  • Who Powers Who?
  • AOL By Google
  • Share of Searches
  • Reasons Behind SEM
      • Active Consumers
        • Searchers are seeking out your products
      • Visibility
        • Results Available Above Natural Results
      • Direct Marketing
        • Measurable
          • Daily Results
            • How Much You Spent vs. How Much You Made
      • Real Estate
        • Would you rather have 1 or 2 billboards in Times Square?
      • Validation
        • Are you more likely to trust a company with 1 billboard or 2 billboards?
      • Promote Messaging & Control Landing Page
        • Offers
          • Coupon Code
          • Free Shipping
        • Product Launch
        • Events
      • Targeting
        • Day Of Week
        • Time Of Day
        • Geographic
      • Flexible Budgeting
        • Budgets Set Each Day
      • Free Impressions
        • Only Pay Per Click
      • Analytics: Learn About Your Visitors/Customers
  • How It Works? Account Development Set Up, Best Practices, Quality Score & Management
  • Account Structure
  • Keyword Research
  • SEM Buying Cycle Campaign Goals and Objectives should line up with the profile of the searcher . Source: Kevin Lee Did-It.com
  • How do you structure a campaign that works ?
    • Optimize at the sub keyword level:
    • Keyword Profile Optimization
  • How Rankings Used To Work
  • http://www.youtube.com/watch?v=K7l0a2PVhPQ + Quality Score (0.65/1.8) +$0.01 = $0.37
    • How It Works:
    • Rank # = Max CPC X CTR
    • Advertiser A (Rank 1) Actual CPC =
      • (Advertiser B (Rank 2) / Advertiser A CTR) + $0.01
    • Advertiser B (Rank 1) Actual CPC =
      • (Advertiser C (Rank 2) / Advertiser B CTR) + $0.01
    • Quality Score Factors:
      • Relevancy
        • Keyword  Ad & Landing Page
      • Quality Of Landing Page
        • Content
        • Loading Time
      • Historical Click Through Rates
      • Account History
    How Google Ranks Results Today
  • 33 Optimization Techniques Keyword Optimizations   Ad text Optimization Campaign optimization
    • Add/Remove Keywords
    • Add negatives
    • Use web analytics to come up with more keywords and misspellings
    • Raise/Lower Bids
    • Add misspellings using misspelling tool http://tools.seobook.com/spelling/keywords-typos.cgi
    • Use site related KW tool
    • Add competitors keywords
    • Buy your co name with the word coupons and promos
    • Change KW targeting options (broad, Phrase, Exact)
    • http://adwords.google.com/support/bin/answer.py?hl=en&answer=6100
    • Add/Remove creatives
    • Use official in ad text**
    • Add price in ads
    • Add keywords in text ad
    • Use Dynamic Keywords insertion in your ad {KeyWord:EliteSem Inc}
    • Get ad ideas from competitors
    • Optimize landing page URL
    • Use a call to action in the creative
    • Change the Display URL
    • Use trademarks in your ads**(new)
    • Turn off content targeting**
    • Check My change history Tool
    • Use conversion tracking
    • Turn off search partners
    • Increase/decrease budget
    • Use web analytics for time of day and day of week campaigns
    • Use ad scheduler
    • Use geo targeting
    • Add Google maps listing
    • International targeting
    • For local campaign run a local and national with the city or state in front of each KW
    • Restructure adgroups to improve Quality Score
    • Change landing pages
    • Add phone call tracking mongoosemetrics.com, webadvantage.net, getabby.com, clickpath
    • Turn off content targeting when starting a new campaign
    • Not enough Keyword’s or KW’s too general
    • No negative KW’s
    • All KW are on Broad match without negative match KW
    • Ad groups need to be very granular
    • Need at least 4 ads per adgroup
    • Keep an eye on the change history tool
    • Track something
    Common Mistakes to avoid
  • SEM Advanced Multi Variable Targeting Bid Management Technology
  • Introducing: Multi-Variable Targeting
  • Multi-Variable Targeting Day of Week & Time of Day $ Financial Return Search: Tommy Bahama Shirts
  • Multi-Variable Targeting Creative & Landing Page $ Financial Return Search: Tommy Bahama Shirts
  • Conversion Rate By Day Saturday is the worst converting day Tuesday and Thursdays are the best converting days
  • Conversion Rate By Time Of Day
  • CPA By Geography
  • Product Overview
  • Product Overview Precision View
    • Client View
    • Precision View—Product Level
    Product Overview Under the Hood
  • Product Overview Under the Hood
    • SXUS — S earch (AOL), e X act Match, US Target
    • GXATL + BOS — G oogle.com, e X act Match, Atl anta, Bos ton, Dallas, …
    • GBUS — G oogle.com, B road Match, US Target
    • GXUS + susu1623 — G oogle.com, e X act Match, Su n, 4pm to midnight
  • Creative Report
  • Landing Page Testing
  • Landing Page Testing
  • Landing Page Testing Results In 1 month we generated 55 more leads from this tool. For us that was $3000 in revenue. What is a lead or sale worth to you?
  • SEO Knowledge Refresh
    • So How do you affect Google’s rankings?
    • - GET SEEN AS AN AUTHORITY
    • - MAKE IT EASY FOR SEARCH SPIDERS TO CLASSIFY YOUR PAGE
    • - INTELLIGENT RESEARCH FOR WEB SEARCHER’S LANGUAGE
    • - CONSISTENCY AND TENACITY
        • - SEO IS A Marathon not a sprint
  • SEO Knowledge Refresh
    • What are on-page and off-page SEO factors?
    • On Page factors (20% importance)
    • - ELEMENTS WITHIN WEBSITE CODE THAT CAN BE MODIFIED
    • - METADATA (TITLE/DESCRIPTION), HEADERS & ALT’S, BODY TEXT
    • Off Page Factors (80% importance)
    • - INBOUND LINKS ARE THE KEY
    • - QUALITY, RELEVANCY, AND AGE ARE KEY VARIABLES
    • - LINK TEXT (IE. ANCHOR TEXT) NEEDS TO BE TARGETED
    • LINK DESTINATIONS NEED TO BE VARIED
    • Link Bait or Buy Links
  • SEO Knowledge Refresh
    • White, Black, and Grey Hat - What’s the difference?
    • WHITE HAT = SQUEAKY CLEAN SEO
        • - Driven from content & “Direct” Link building
    • BLACK HAT = TRICKS TO FOOL SEARCH ENGINES
        • - Typically get caught, BMW was...
        • - Cloaking, spamming, keyword stuffing
    • GREY HAT = MIDDLE ROAD....MOST SEO’S ARE GREY HAT
        • - Varied tactics and tools to meet changing market
        • - Keep up with changes in Algorithms (ex. Social Bookmarking)
  • Google Keyword Tool: https://adwords.google.com/select/KeywordToolExternal Google Learning Center: http://www.google.com/adwords/learningcenter/ Lynda.com-SEO SEMPO.org-SEM & SEO Ranking Factors SEOmoz.com- http://www.seomoz.org/article/search-ranking-factors SEO http://www.lotusjump.com/ Youtube.com –Web Analytics Conversion University Contact Info: [email_address] Resources