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Ses 2010 Hk Presentation V1
 

Ses 2010 Hk Presentation V1

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SES Advanced Paid Search Tactics Slide.

SES Advanced Paid Search Tactics Slide.
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  • Strong call to action <br /> Buy Now!, Register Now!, Act Now! <br /> Promotions <br /> Up to 80% OFF <br /> &#x201C;Official site&#x201D; <br /> Pricing <br /> $5000 Air Ticket to France <br /> Benefits <br /> No diet control for keeping fit. <br /> Emotional connection <br /> Get Cheap iPhone 4! <br /> Ask questions <br /> Want to Keep fit? <br /> Strong call to action <br /> Buy Now!, Register Now!, Act Now! <br /> Promotions <br /> Up to 80% OFF <br /> &#x201C;Official site&#x201D; <br /> Pricing <br /> $5000 Air Ticket to France <br /> Benefits <br /> No diet control for keeping fit. <br /> Emotional connection <br /> Get Cheap iPhone 4! <br /> Ask questions <br /> Want to Keep fit? <br />
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Ses 2010 Hk Presentation V1 Ses 2010 Hk Presentation V1 Presentation Transcript

  • Advanced Paid Search Tactics By Benjamin Wong Inspire Synergy Limited Co-founder 14 Sep 2010 14:00 HKT SES HK Session 2
  • 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 keywords - Track the performance based on ad group
  • Ad Group Planning Guide ❖ Customers Customers Competitors ❖ Competitors ❖ Channels Channels Complementers ❖ Complementers
  • 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
  • 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.
  • Long Tail Keywords
  • Make use of Long Tails Keywords ❖ You have the top performers and 'Hero' campaigns.  ❖ How about discover new opportunities?
  • 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
  • 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.
  • 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 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
  • “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)
  • Knowledge recall
  • 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
  • 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