Search Marketing Essentials

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This is a presentation on the relevancy of search marketing in an increasingly complex digital marketing landscape as well as on the fundamentals of putting a PPC campaign together.

This is a presentation on the relevancy of search marketing in an increasingly complex digital marketing landscape as well as on the fundamentals of putting a PPC campaign together.

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Transcript

  • 1. SEARCH MARKETING ESSENTIALSPPC marketing in a changing digital landscape By John Barron
  • 2. PPC or SEO
  • 3. PPC or SEO According to a study by Engine Ready, based on traffic to 26 e-retail sites in a 12-month period, visitors who arrive at a retailers site from paid search ads are 50% more likely to buy than those who come from clicking on a naturalsearch link. The conversion rate from paid search is 2.03% versus 1.26% from organic search, as reported by Internet Retailer.
  • 4. Search or Social
  • 5. Search or SocialThe Internet is expected to be the biggestcontributor of new ad dollars to the globalmarket. This strong momentum will position theInternet as the second-biggest advertising mediaglobally, this year or at the latest next year, aheadof newspapers. (MAGNAGLOBAL)The largest driver of digital mediaspending is search marketing.
  • 6. Companies Still Rely On ItWhy PPC?
  • 7. Companies Still Rely On ItWhy PPC?1. It Gives A Company Control
  • 8. Companies Still Rely On ItWhy PPC?1. It Gives A Company Control • Great tracking
  • 9. Companies Still Rely On ItWhy PPC?1. It Gives A Company Control • Great tracking • Control experience
  • 10. Companies Still Rely On ItWhy PPC?1. It Gives A Company Control • Great tracking • Control experience • Variable budgets
  • 11. Companies Still Rely On ItWhy PPC?1. It Gives A Company Control • Great tracking • Control experience • Variable budgets2. Constantly Evolving
  • 12. Companies Still Rely On ItWhy PPC?1. It Gives A Company Control • Great tracking • Control experience • Variable budgets2. Constantly Evolving • Local
  • 13. Companies Still Rely On ItWhy PPC?1. It Gives A Company Control • Great tracking • Control experience • Variable budgets2. Constantly Evolving • Local • Mobile
  • 14. Companies Still Rely On ItWhy PPC?1. It Gives A Company Control • Great tracking • Control experience • Variable budgets2. Constantly Evolving • Local • Mobile • Other changes
  • 15. THE BASICSGetting Started
  • 16. THE BASICSGetting Started1. Is Pay-Per-Click Marketing on Google Good For Your Business?
  • 17. THE BASICSGetting Started1. Is Pay-Per-Click Marketing on Google Good For Your Business? • Do users search for your product or services on Google?
  • 18. THE BASICSGetting Started1. Is Pay-Per-Click Marketing on Google Good For Your Business? • Do users search for your product or services on Google? • Are your competitors already there?
  • 19. THE BASICSGetting Started1. Is Pay-Per-Click Marketing on Google Good For Your Business? • Do users search for your product or services on Google? • Are your competitors already there? • Content Network is alternative
  • 20. THE BASICSGetting Started1. Is Pay-Per-Click Marketing on Google Good For Your Business? • Do users search for your product or services on Google? • Are your competitors already there? • Content Network is alternative2. Define Your PPC Goals
  • 21. THE BASICSGetting Started1. Is Pay-Per-Click Marketing on Google Good For Your Business? • Do users search for your product or services on Google? • Are your competitors already there? • Content Network is alternative2. Define Your PPC Goals • You only can achieve a click
  • 22. THE BASICSGetting Started1. Is Pay-Per-Click Marketing on Google Good For Your Business? • Do users search for your product or services on Google? • Are your competitors already there? • Content Network is alternative2. Define Your PPC Goals • You only can achieve a click • Goals become your kpi’s
  • 23. Small Biz Like Big BizThe Fundamentals
  • 24. Small Biz Like Big BizThe Fundamentals1. No Analytics, No Success
  • 25. Small Biz Like Big BizThe Fundamentals1. No Analytics, No Success • Must track a minimum of leads/sales
  • 26. Small Biz Like Big BizThe Fundamentals1. No Analytics, No Success • Must track a minimum of leads/sales • Phone # Tracking (AdInsight.com, list: http:// bit.ly/s6IGeI, tips: http://selnd.com/sJ8JIZ, Adwords Call Metrics: http://bit.ly/uSt8Cv )
  • 27. Small Biz Like Big BizThe Fundamentals1. No Analytics, No Success • Must track a minimum of leads/sales • Phone # Tracking (AdInsight.com, list: http:// bit.ly/s6IGeI, tips: http://selnd.com/sJ8JIZ, Adwords Call Metrics: http://bit.ly/uSt8Cv ) • Analytics and Conversion Tracking
  • 28. Small Biz Like Big BizThe Fundamentals1. No Analytics, No Success • Must track a minimum of leads/sales • Phone # Tracking (AdInsight.com, list: http:// bit.ly/s6IGeI, tips: http://selnd.com/sJ8JIZ, Adwords Call Metrics: http://bit.ly/uSt8Cv ) • Analytics and Conversion Tracking2. Other Indicators
  • 29. Small Biz Like Big BizThe Fundamentals1. No Analytics, No Success • Must track a minimum of leads/sales • Phone # Tracking (AdInsight.com, list: http:// bit.ly/s6IGeI, tips: http://selnd.com/sJ8JIZ, Adwords Call Metrics: http://bit.ly/uSt8Cv ) • Analytics and Conversion Tracking2. Other Indicators • Bounce rate
  • 30. Small Biz Like Big BizThe Fundamentals1. No Analytics, No Success • Must track a minimum of leads/sales • Phone # Tracking (AdInsight.com, list: http:// bit.ly/s6IGeI, tips: http://selnd.com/sJ8JIZ, Adwords Call Metrics: http://bit.ly/uSt8Cv ) • Analytics and Conversion Tracking2. Other Indicators • Bounce rate • Avg. pageview, time on site
  • 31. Building Your CampaignSpecific Vs. General
  • 32. Building Your CampaignSpecific Vs. General1. Buckets
  • 33. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per adgroup
  • 34. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per adgroup • Keyword Tool, customers, competitors
  • 35. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per adgroup • Keyword Tool, customers, competitors • Misspellings, competitor names
  • 36. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per adgroup • Keyword Tool, customers, competitors • Misspellings, competitor names • 4-word plus terms best opportunity
  • 37. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per adgroup • Keyword Tool, customers, competitors • Misspellings, competitor names • 4-word plus terms best opportunity2. Ad Copy and Landing Page
  • 38. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per adgroup • Keyword Tool, customers, competitors • Misspellings, competitor names • 4-word plus terms best opportunity2. Ad Copy and Landing Page • Try to use keywords in ad (better QS)
  • 39. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per adgroup • Keyword Tool, customers, competitors • Misspellings, competitor names • 4-word plus terms best opportunity2. Ad Copy and Landing Page • Try to use keywords in ad (better QS) • Never just the homepage
  • 40. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per adgroup • Keyword Tool, customers, competitors • Misspellings, competitor names • 4-word plus terms best opportunity2. Ad Copy and Landing Page • Try to use keywords in ad (better QS) • Never just the homepage • Compelling language, key selling point
  • 41. Get It GoingTrack Early and Often
  • 42. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch
  • 43. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Test the searches
  • 44. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Test the searches • Make sure your metrics work
  • 45. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Test the searches • Make sure your metrics work • Look for negative words, opportunities
  • 46. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Test the searches • Make sure your metrics work • Look for negative words, opportunities2. Always Try New Buckets, Cut The Bad
  • 47. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Test the searches • Make sure your metrics work • Look for negative words, opportunities2. Always Try New Buckets, Cut The Bad • Example of funeral homes, cities
  • 48. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Test the searches • Make sure your metrics work • Look for negative words, opportunities2. Always Try New Buckets, Cut The Bad • Example of funeral homes, cities • Conversion Optimizer, Enhanced CPC
  • 49. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Test the searches • Make sure your metrics work • Look for negative words, opportunities2. Always Try New Buckets, Cut The Bad • Example of funeral homes, cities • Conversion Optimizer, Enhanced CPC • Multiple ads, Ad Extensions
  • 50. The Big IdeaBudget
  • 51. The Big IdeaBudget
  • 52. SummaryWhat To Remember
  • 53. SummaryWhat To Remember1. Is PPC Right For The Business
  • 54. SummaryWhat To Remember1. Is PPC Right For The Business2. Tracking Is Essential, KPI’s
  • 55. SummaryWhat To Remember1. Is PPC Right For The Business2. Tracking Is Essential, KPI’s3. Buckets of Terms
  • 56. SummaryWhat To Remember1. Is PPC Right For The Business2. Tracking Is Essential, KPI’s3. Buckets of Terms4. Ads and Landing Pages
  • 57. SummaryWhat To Remember1. Is PPC Right For The Business2. Tracking Is Essential, KPI’s3. Buckets of Terms4. Ads and Landing Pages5. Monitor, Test and Adjust (AdPreview Tool: http://bit.ly/TxB12l)
  • 58. Some IndustriesFood For Thought
  • 59. Some Industries Food For Thought1. Online Retail
  • 60. Some Industries Food For Thought1. Online Retail • All online
  • 61. Some Industries Food For Thought1. Online Retail • All online • Branding still required
  • 62. Some Industries Food For Thought1. Online Retail • All online • Branding still required2. Real Estate
  • 63. Some Industries Food For Thought1. Online Retail • All online • Branding still required2. Real Estate • Local pushes destination
  • 64. Some Industries Food For Thought1. Online Retail • All online • Branding still required2. Real Estate • Local pushes destination • National pushes service
  • 65. Some Industries Food For Thought1. Online Retail • All online • Branding still required2. Real Estate • Local pushes destination • National pushes service3. Law Firms
  • 66. Some Industries Food For Thought1. Online Retail • All online • Branding still required2. Real Estate • Local pushes destination • National pushes service3. Law Firms4. Tourism
  • 67. JOHN BARRON facebook.com/jfbppcslideshare.net/JohnBarron1 @jbster13