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Search 101

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The ins and outs of paid search

The ins and outs of paid search


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  • 1. The Media Kitchen’s Search 101 be brave | be inventive | defy expectations
  • 2. What is Paid Search?Paid Search is a form of pay-per-click advertising that captures consumer intent Consumers look for information with search query Advertisers respond with relevant Paid Search Ads 2
  • 3. Search Ad Formats & Extensions Text Ad Format Site Link Extensions - Google Rich Ads In Search (RAIS) – Yahoo/Bing Other Ad Extensions: • Location Extensions - Google • Product Extensions - Google 3
  • 4. Quality Score: Importance of Relevance Google determines a quality score for each keyword, ad group, campaign and account Quality Score affects: o Rank o CPC Bid Quality Score can be improved by: o Restructuring campaign to create tighter ad groups & more specific ads o Deep link to a more specific/relevant landing page 4
  • 5. Auction Pricing System Max Actual CPC Maximum amount CPC Bid that will be paid for Actual cost incurred when Ad is clicked a click on the ad on (determined by (Set by advertiser) Search Engine) Along with quality score, it determines Affected by Quality the position of the Score (Relevance ad on the search of your results. Keywords/Ad) Quality Score being equal- generally higher the Max. Bid, Never greater than the higher the the Max. Bid. position 5
  • 6. Search Project Management New Project Client informs us We share Client reviews, KW’s/structure + changes, sends estimates ad copy We review/ Ad copy is approve reviewed by legal We traffic keywords and set up campaign. 6
  • 7. Search Campaign Structure Account Campaign Campaign Ad Group Ad Group Ad Group Ad Group Keywords Keywords Keywords Keywords Ads Ads Ads Ads 7
  • 8. Search Campaign Structure: Example Vanguard Mutual Funds Retirement 401K Mutual Funds Compare 401K Contribution “top mutual funds” “401k limit” “mutual fund “401k contribution” comparisons” “401k max “compare mutual contribution” funds” 8
  • 9. Keyword Match Types Keyword: etf Broad Match: synonyms, related phrases/words (e.g. stocks, investment funds) P Broad Match Modified: singular/plural forms, R V misspellings, abbreviations, acronyms, stemmings E O (e.g. etf’s, eft, exchanged traded funds) C L I U Phrase Match: exact keyword/phrase, S M but can include words before or after I E (e.g. vanguard etf, etf investing) O Exact Match: exact N keyword/phrase exclusively [etf] 9
  • 10. Keyword Categorization Navigational Non-Navigational Non-Navigational Branded Reach searchers looking for product Reach brand aware searchers seeking Reach searchers looking for information and those looking to self General / Product Information branded product information diagnose i.e. vanguard, i.e. etfs, mutual funds, i.e. vanguard etfs, vanguard www.vanguard.com retirement ira funds, vanguard ira Lower in the search funnel Higher in the search funnel Lowest in the search funnel Low volume High volume Low volume High return Low return High return 10
  • 11. TMK Search Optimization StrategyAccount Performance Comprehensive AccountLaunch Analysis Optimization Expansion Bid/Budget CTR Optimization Data CPC HarvestingKeyword Rank Match TypeOffering Optimization Campaign/ CPA Ad Group/ Keyword COS Expansion Creative ROAS Optimization 11
  • 12. Want To Learn More? Contact Us: www.mediakitchen.tv @themediakitchen 646.336.9400 12