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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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  • 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?

Transcript

  • 1. Advanced Paid Search Tactics
    • By Benjamin Wong
    • Inspire Synergy Limited
    • Co-founder
    • 14 Sep 2010 14:00 HKT
    • SES HK Session 2
  • 2. Good Start is Half Done
  • 3.  
  • 4.  
  • 5.  
  • 6. Ad Planning Guide
  • 7. 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
  • 8. Ad Group Planning Guide
    • Customers
    • Competitors
    • Channels
    • Complementers
    Customers Competitors Channels Complementers
  • 9. Ad Text Planning Guide
    • Strong call to action
    • Promotions
    • “Official site”
    • Pricing
    • Benefits
    • Emotional connection
    • Ask questions
    • Time sensitivity
    • Awards/recognition
    • Buying cycle
    • Branded terms
    • Dynamic keyword insertion
  • 10. 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.
  • 11. Long Tail Keywords
  • 12. Make use of Long Tails Keywords
    • You have the top performers and 'Hero' campaigns. 
    • How about discover new opportunities?
  • 13.  
  • 14.  
  • 15. Keyword match type Match Type Keyword Possible valid search query Board Match Adidas Shoes Nike slipper Phrase Match “ Adidas Shoes” Adidas Shoes for basketball Exact Match [Adidas Shoes] Adidas Shoes
  • 16. 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.
  • 17. A Profitable Long Tail Broad + Negative Phase Exact
  • 18. 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
  • 19. “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)
  • 20. Knowledge recall
  • 21. 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
  • 22. 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