Advanced Paid Search Tactics
               By Benjamin Wong
                  Inspire Synergy Limited
                   ...
Good Start is Half Done
Ad Planning Guide
Ad Group and Keywords




❖ Make sure ad groups are targeted and relevant to the keywords.

  -   better management of key...
Ad Group Planning Guide




❖ Customers
                        Customers     Competitors
❖ Competitors

❖ Channels
      ...
Ad Text Planning Guide


❖ Strong call to action

❖ Promotions                   •Time sensitivity
❖ “Official site”      ...
Ads Text




❖ Every Ad Channel allows for multiple ads per ad group

  -   try to go “all in”
  -   try two ads per direc...
Long Tail Keywords
Make use of Long Tails Keywords




❖ You have the top performers and 'Hero' campaigns. 

❖ How about discover new opportu...
Keyword match type

                                    Possible valid
Match Type         Keyword
                        ...
Negatives Keywords




❖ Identify negative keywords and new keywords to bid on

❖ Make “adding negatives” a regular part o...
A Profitable Long Tail


Broad + Negative



     Phase



     Exact
Connect Offline to Paid Search



❖ Suggest a Keyword in the event

❖ Real-live Demo :

❖ A Campaign to download this slid...
“The best way to have a good idea is to
          have lots of ideas.”




       Dr. Linus Pauling quotes (American theor...
Knowledge recall
Exacts Keywords


❖ Search query = 50 inch flat screen TV

❖ Keyword = flat screen

❖ Keyword match type = broad

❖ Conversi...
Negatives Example



❖ Search query = flat screen computer monitor

❖ Keyword = flat screen

❖ Keyword match type = broad

❖...
Ses 2010 Hk Presentation V1
Ses 2010 Hk Presentation V1
Ses 2010 Hk Presentation V1
Ses 2010 Hk Presentation V1
Ses 2010 Hk Presentation V1
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  • If we have a best structure, that would be






  • Strong call to action
    Buy Now!, Register Now!, Act Now!
    Promotions
    Up to 80% OFF
    “Official site”
    Pricing
    $5000 Air Ticket to France
    Benefits
    No diet control for keeping fit.
    Emotional connection
    Get Cheap iPhone 4!
    Ask questions
    Want to Keep fit?
    Strong call to action
    Buy Now!, Register Now!, Act Now!
    Promotions
    Up to 80% OFF
    “Official site”
    Pricing
    $5000 Air Ticket to France
    Benefits
    No diet control for keeping fit.
    Emotional connection
    Get Cheap iPhone 4!
    Ask questions
    Want to Keep fit?













  • Ses 2010 Hk Presentation V1

    1. 1. Advanced Paid Search Tactics By Benjamin Wong Inspire Synergy Limited Co-founder 14 Sep 2010 14:00 HKT SES HK Session 2
    2. 2. Good Start is Half Done
    3. 3. Ad Planning Guide
    4. 4. Ad Group and Keywords ❖ Make sure ad groups are targeted and relevant to the keywords. - better management of keywords - Track the performance based on ad group
    5. 5. Ad Group Planning Guide ❖ Customers Customers Competitors ❖ Competitors ❖ Channels Channels Complementers ❖ Complementers
    6. 6. Ad Text Planning Guide ❖ Strong call to action ❖ Promotions •Time sensitivity ❖ “Official site” •Awards/recognition ❖ Pricing •Buying cycle ❖ Benefits •Branded terms ❖ Emotional connection •Dynamic keyword insertion ❖ Ask questions
    7. 7. Ads Text ❖ Every Ad Channel allows for multiple ads per ad group - try to go “all in” - try two ads per direction per ad group. i.e. 20 ads per group ❖ Then, after a few weeks, you will see which directions are performing best and you can use that insight to build more ads of that type.
    8. 8. Long Tail Keywords
    9. 9. Make use of Long Tails Keywords ❖ You have the top performers and 'Hero' campaigns.  ❖ How about discover new opportunities?
    10. 10. Keyword match type Possible valid Match Type Keyword search query Board Match Adidas Shoes Nike slipper Adidas Shoes for Phrase Match “Adidas Shoes” basketball Exact Match [Adidas Shoes] Adidas Shoes
    11. 11. Negatives Keywords ❖ Identify negative keywords and new keywords to bid on ❖ Make “adding negatives” a regular part of your weekly routine ❖ Restrict ads from showing if you have more specific ads that you’d rather show.
    12. 12. A Profitable Long Tail Broad + Negative Phase Exact
    13. 13. Connect Offline to Paid Search ❖ Suggest a Keyword in the event ❖ Real-live Demo : ❖ A Campaign to download this slide: - Yahoo/Google Search Query : SES 2010 benjamin < your comment of my speech> - I can get comments from the keyword report in search query report :D
    14. 14. “The best way to have a good idea is to have lots of ideas.” Dr. Linus Pauling quotes (American theoretical chemist and biologist 1901-1994)
    15. 15. Knowledge recall
    16. 16. Exacts Keywords ❖ Search query = 50 inch flat screen TV ❖ Keyword = flat screen ❖ Keyword match type = broad ❖ Conversion = $4,700 sale ❖ New keyword = 50 inch flat screen TV ❖ New keyword match type = exact ❖ Advantages = Know it works, cheaper CPC, more targeted
    17. 17. Negatives Example ❖ Search query = flat screen computer monitor ❖ Keyword = flat screen ❖ Keyword match type = broad ❖ Conversion = $0 ❖ Negative keyword = computer and monitor ❖ Advantages = target right audience, don’t waste ad dollars

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