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

HOW TO SPEND LESS ANDSELL MORE WITH PAID SEARCHON THE EDGE BRISTOL 2012Presenter: Mike Essex

MYTH # 1YOU DON’TNEED PAIDSEARCH IFYOU HAVEORGANICSEO

AVOID THESE GUYS Panda Penguin

PEOPLE LOVE ADS

SPOT THEORGANIC RESULT

SPOT THEORGANIC RESULT Found it!

PAID SEARCH NEEDS In most cases 90% of clicks to a site wouldn’t have been replaced if PPC was off

YOUR BRAND IS VULNERABLE

YOUR BRAND IS VULNERABLE That’s Not M&S!

MYTH # 2THE DEFAULTSETTINGSARE IDEALFOR NEWACCOUNTS

ENABLEERROR MESSAGES

ENABLEERROR MESSAGES Go To My Account > Notifications

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

USENEGATIVE KEYWORDS Red, Tennis Shoes, Free, Shoes for Running, Tennis, Sneakers, Men’s Tennis Shoes, Sneaker, Positive Negative Keywords Keywords

ROTATE ADVERTS EVENLY

ROTATE ADVERTS EVENLY Go To Settings > Ad Rotation

TARGET LOCATIONSWITH SPECIFIC ADS

MYTH # 3COMPANIESAT THE TOPPAY MORETHAN THOSEAT THEBOTTOM

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

QUALITY SCORE Click Landing Account Through Page History Rate Keyword Ad RelevancyRelevancy Relevancy Factors

CLICKTHROUGHRATE

ACCOUNTHISTORY

RELEVANCYFACTORS

ADVERTRELEVANCY

KEYWORDRELEVANCY

MYTH # 4PAID SEARCHAND SEOARE NOTCONNECTED

“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

QUALITY SCORE Click Landing Historical Through Page Performance Rate Keyword Ad RelevancyRelevancy Relevancy Factors

SEO TO PPC BASICS

CRO TO PPC BASICS

CHOCOLATE, MALTESEEESECAKE, SHORTBRE LOAF, SEOS KNOW ALTBS, HOW TO DO CREAMHOBNOBS, KEYWORD H, RESEARCH ICED BU WNIE SO LEARN TING UM YUM, FROM THEM

SPY ON COMPETITORS

USE GOOGLE TOOLS

MINE YOUR DATA

MAKE TWO LISTS Positive Negative Keywords Keywords

MAKE TWO LISTS Positive Negative Keywords Keywords Like Santa!

USE BULK IMPORTS

EXPAND CAMPAIGNS

GOOGLE ADWORDS API

MYTH # 5THE DISPLAYNETWORKISN’T ASEFFECTIVE

20%OF ADWORDS TRAFFIC IS VIAGOOGLE DISPLAY NETWORK(Source: http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising)

“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/

WHY ADVERTISE LIKE THIS?

WHEN YOU COULDADVERTISE LIKE THIS:

2 millionNIGHTS BOOKED(COMPARED TO 800,000)IN SAME PERIOD(Source: http://www.google.com/adwords/watchthisspace/case-studies/airbnb/)

MAKE IT PERSONAL

RETARGETED CUSTOMERS AREMORE LIKELY TO COMPLETE A PURCHASE (Source: http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf)

MORE TIPS FREE Whitepaper Koozai.com

THANK YOU FOR LISTENING @Koozai_Mike mike.essex@koozai.com 0845 485 1262

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

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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 Presentation Transcript