How To Spend Less and Sell More With Paid Search #EdgeBristol

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How To Spend Less and Sell More With Paid Search #EdgeBristol

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Most Google Adwords campaigns are broken, this slidedeck explains how to fix them. By looking at five Paid Search myths you'll learn how to better develop a PPC strategy on Google AdWords and stop......

Most Google Adwords campaigns are broken, this slidedeck explains how to fix them. By looking at five Paid Search myths you'll learn how to better develop a PPC strategy on Google AdWords and stop wasting budget.

For more information visit http://www.koozai.com/paid-search/

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  • http://doghalloweencostumesshop.com/item_121/Penguin-Dog-Costume.htmhttp://www.buy.com/th/alphakey-products-costume.html
  • Source: http://www.wordstream.com/articles/google-ads
  • Over 89% of traffic generated by search ads is not replaced by organic search results when ads are paused.Results are similar across verticals, among the broadest sample of consumers, and regardless of industry.9 out of 10 visits to advertiser sites would never happen in the absence of related search ad campaigns.Source: http://www.thinkwithgoogle.com/insights/featured/search-ads-pause/
  • Found by Pail Gailey
  • Can have 10,000 negatives , should have thousands
  • At least 2 new ads every 90 days per ad group
  • Inspired by http://www.stormmarketing.com/blog/wp-content/uploads/2010/12/Google-Quality-Score-Diagram.jpg
  • CTR is the biggest part of the Quality Score
  • 10,000 impressions are needed for a keyword to give it a Quality Score, otherwise it uses the industry average

Transcript

  • 1. HOW TO SPEND LESS ANDSELL MORE WITH PAID SEARCHON THE EDGE BRISTOL 2012Presenter: Mike Essex
  • 2. MYTH # 1YOU DON’TNEED PAIDSEARCH IFYOU HAVEORGANICSEO
  • 3. AVOID THESE GUYS Panda Penguin
  • 4. PEOPLE LOVE ADS
  • 5. SPOT THEORGANIC RESULT
  • 6. SPOT THEORGANIC RESULT Found it!
  • 7. PAID SEARCH NEEDS In most cases 90% of clicks to a site wouldn’t have been replaced if PPC was off
  • 8. YOUR BRAND IS VULNERABLE
  • 9. YOUR BRAND IS VULNERABLE That’s Not M&S!
  • 10. MYTH # 2THE DEFAULTSETTINGSARE IDEALFOR NEWACCOUNTS
  • 11. ENABLEERROR MESSAGES
  • 12. ENABLEERROR MESSAGES Go To My Account > Notifications
  • 13. DON’T TRUST BROAD MATCH Red Tennis Shoes Red Tennis Shoes Free Tennis Shoes Tennis ShoesTennis Shoes For Men Running Shoes Free Tennis Shoes For Tennis Shoes Running SneakersExact Match Phrase Match Broad Match
  • 14. USENEGATIVE KEYWORDS Red, Tennis Shoes, Free, Shoes for Running, Tennis, Sneakers, Men’s Tennis Shoes, Sneaker, Positive Negative Keywords Keywords
  • 15. ROTATE ADVERTS EVENLY
  • 16. ROTATE ADVERTS EVENLY Go To Settings > Ad Rotation
  • 17. TARGET LOCATIONSWITH SPECIFIC ADS
  • 18. MYTH # 3COMPANIESAT THE TOPPAY MORETHAN THOSEAT THEBOTTOM
  • 19. CLICK RATE CASE STUDY Average Position 1.8P (£1.49 CPC)OSI Average Position 2.3TI (£2.48 CPC)ON Average Position 3.7 (£2.59 CPC) CPC Source: http://bit.ly/RfPPG6
  • 20. QUALITY SCORE Click Landing Account Through Page History Rate Keyword Ad RelevancyRelevancy Relevancy Factors
  • 21. CLICKTHROUGHRATE
  • 22. ACCOUNTHISTORY
  • 23. RELEVANCYFACTORS
  • 24. ADVERTRELEVANCY
  • 25. KEYWORDRELEVANCY
  • 26. MYTH # 4PAID SEARCHAND SEOARE NOTCONNECTED
  • 27. “Search engine optimization affects only organicsearch results, not paid or "sponsored" resultssuch as Google AdWords.” ~Google Search Engine Optimisation Starter Guidehttp://www.howto.gov/sites/default/files/search-engine-optimization-starter-guide.pdf
  • 28. “Search engine optimization affects only organicsearch results, not paid or "sponsored" resultssuch as Google AdWords.” ~Google Search Engine Optimisation Starter Guidehttp://www.howto.gov/sites/default/files/search-engine-optimization-starter-guide.pdf
  • 29. QUALITY SCORE Click Landing Historical Through Page Performance Rate Keyword Ad RelevancyRelevancy Relevancy Factors
  • 30. SEO TO PPC BASICS
  • 31. CRO TO PPC BASICS
  • 32. CHOCOLATE, MALTESEEESECAKE, SHORTBRE LOAF, SEOS KNOW ALTBS, HOW TO DO CREAMHOBNOBS, KEYWORD H, RESEARCH ICED BU WNIE SO LEARN TING UM YUM, FROM THEM
  • 33. SPY ON COMPETITORS
  • 34. SPY ON COMPETITORS
  • 35. USE GOOGLE TOOLS
  • 36. MINE YOUR DATA
  • 37. MINE YOUR DATA
  • 38. MAKE TWO LISTS Positive Negative Keywords Keywords
  • 39. MAKE TWO LISTS Positive Negative Keywords Keywords Like Santa!
  • 40. USE BULK IMPORTS
  • 41. EXPAND CAMPAIGNS
  • 42. GOOGLE ADWORDS API
  • 43. MYTH # 5THE DISPLAYNETWORKISN’T ASEFFECTIVE
  • 44. 20%OF ADWORDS TRAFFIC IS VIAGOOGLE DISPLAY NETWORK(Source: http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising)
  • 45. “Pictures of properties sell properties - theGoogle Display Network allows us to put forththese incredible photos and thats why GDN hasbeen so successful for us.” ~Nathan Blecharczyk, CTO & Co-Founder , Airbnbhttp://www.google.com/adwords/watchthisspace/case-studies/airbnb/
  • 46. WHY ADVERTISE LIKE THIS?
  • 47. WHEN YOU COULDADVERTISE LIKE THIS:
  • 48. 2 millionNIGHTS BOOKED(COMPARED TO 800,000)IN SAME PERIOD(Source: http://www.google.com/adwords/watchthisspace/case-studies/airbnb/)
  • 49. MAKE IT PERSONAL
  • 50. RETARGETED CUSTOMERS AREMORE LIKELY TO COMPLETE A PURCHASE (Source: http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf)
  • 51. MORE TIPS FREE Whitepaper Koozai.com
  • 52. THANK YOU FOR LISTENING @Koozai_Mike mike.essex@koozai.com 0845 485 1262
  • 53. CREDITS3 - http://doghalloweencostumesshop.com/item_121/Penguin-Dog-Costume.htm3 - http://www.buy.com/th/alphakey-products-costume.html4 - http://www.wordstream.com/articles/google-ads5 - http://www.thinkwithgoogle.com/insights/featured/search-ads-pause/20 - http://www.stormmarketing.com/blog/wp-content/uploads/2010/12/Google-Quality-Score-Diagram.jpg27 - http://www.howto.gov/sites/default/files/search-engine-optimization-starter-guide.pdf45 - http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising46 - http://www.google.com/adwords/watchthisspace/case-studies/airbnb/51 - http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf