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         ...
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...
USENEGATIVE KEYWORDS                     Red,      Tennis      Shoes,                     Free,     Shoes for             ...
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    A...
QUALITY SCORE             Click Landing                 Account            Through  Page                   History        ...
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.” ~G...
“Search engine optimization affects only organicsearch results, not paid or "sponsored" resultssuch as Google AdWords.” ~G...
QUALITY SCORE             Click Landing                 Historical            Through  Page                  Performance  ...
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 LE...
SPY ON COMPETITORS
SPY ON COMPETITORS
USE GOOGLE TOOLS
MINE YOUR DATA
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-go...
“Pictures of properties sell properties - theGoogle Display Network allows us to put forththese incredible photos and that...
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-studie...
MAKE IT PERSONAL
RETARGETED CUSTOMERS AREMORE LIKELY TO COMPLETE A        PURCHASE (Source: http://www.criteo.com/sites/default/files/succe...
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...
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 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
  • How To Spend Less and Sell More With Paid Search #EdgeBristol

    1. 1. HOW TO SPEND LESS ANDSELL MORE WITH PAID SEARCHON THE EDGE BRISTOL 2012Presenter: Mike Essex
    2. 2. MYTH # 1YOU DON’TNEED PAIDSEARCH IFYOU HAVEORGANICSEO
    3. 3. AVOID THESE GUYS Panda Penguin
    4. 4. PEOPLE LOVE ADS
    5. 5. SPOT THEORGANIC RESULT
    6. 6. SPOT THEORGANIC RESULT Found it!
    7. 7. PAID SEARCH NEEDS In most cases 90% of clicks to a site wouldn’t have been replaced if PPC was off
    8. 8. YOUR BRAND IS VULNERABLE
    9. 9. YOUR BRAND IS VULNERABLE That’s Not M&S!
    10. 10. MYTH # 2THE DEFAULTSETTINGSARE IDEALFOR NEWACCOUNTS
    11. 11. ENABLEERROR MESSAGES
    12. 12. ENABLEERROR MESSAGES Go To My Account > Notifications
    13. 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. 14. USENEGATIVE KEYWORDS Red, Tennis Shoes, Free, Shoes for Running, Tennis, Sneakers, Men’s Tennis Shoes, Sneaker, Positive Negative Keywords Keywords
    15. 15. ROTATE ADVERTS EVENLY
    16. 16. ROTATE ADVERTS EVENLY Go To Settings > Ad Rotation
    17. 17. TARGET LOCATIONSWITH SPECIFIC ADS
    18. 18. MYTH # 3COMPANIESAT THE TOPPAY MORETHAN THOSEAT THEBOTTOM
    19. 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. 20. QUALITY SCORE Click Landing Account Through Page History Rate Keyword Ad RelevancyRelevancy Relevancy Factors
    21. 21. CLICKTHROUGHRATE
    22. 22. ACCOUNTHISTORY
    23. 23. RELEVANCYFACTORS
    24. 24. ADVERTRELEVANCY
    25. 25. KEYWORDRELEVANCY
    26. 26. MYTH # 4PAID SEARCHAND SEOARE NOTCONNECTED
    27. 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. 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. 29. QUALITY SCORE Click Landing Historical Through Page Performance Rate Keyword Ad RelevancyRelevancy Relevancy Factors
    30. 30. SEO TO PPC BASICS
    31. 31. CRO TO PPC BASICS
    32. 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. 33. SPY ON COMPETITORS
    34. 34. SPY ON COMPETITORS
    35. 35. USE GOOGLE TOOLS
    36. 36. MINE YOUR DATA
    37. 37. MINE YOUR DATA
    38. 38. MAKE TWO LISTS Positive Negative Keywords Keywords
    39. 39. MAKE TWO LISTS Positive Negative Keywords Keywords Like Santa!
    40. 40. USE BULK IMPORTS
    41. 41. EXPAND CAMPAIGNS
    42. 42. GOOGLE ADWORDS API
    43. 43. MYTH # 5THE DISPLAYNETWORKISN’T ASEFFECTIVE
    44. 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. 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. 46. WHY ADVERTISE LIKE THIS?
    47. 47. WHEN YOU COULDADVERTISE LIKE THIS:
    48. 48. 2 millionNIGHTS BOOKED(COMPARED TO 800,000)IN SAME PERIOD(Source: http://www.google.com/adwords/watchthisspace/case-studies/airbnb/)
    49. 49. MAKE IT PERSONAL
    50. 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. 51. MORE TIPS FREE Whitepaper Koozai.com
    52. 52. THANK YOU FOR LISTENING @Koozai_Mike mike.essex@koozai.com 0845 485 1262
    53. 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
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