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MoreVisibility Search Engine Marketing Simplified
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MoreVisibility Search Engine Marketing Simplified

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MoreVisibility presentation discusses how to effectively create and mange a successful search engine marketing campaign. Learn how to create a account structure, effective ad copy, ad extensions and ...

MoreVisibility presentation discusses how to effectively create and mange a successful search engine marketing campaign. Learn how to create a account structure, effective ad copy, ad extensions and product search within Google Adwords.

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  • In Marketing, we talk a lot about reaching the right audience. That’s a great first step, but for online, direct response, click-to-conversion sales, we need to make sure we’re reaching our audience when they are ready to buy or close to ready. Think about moments of relevance. If we’re measuring click-to-conversions, we need to find places on the content network where users can be convinced to convert soon. So, while advertising yoga to someone, they are much more likely to take a desired action on pages about yoga than about organic food, even though it’s the same
  • With the content network, you reach a targeted, high-return audience across thousands of sites, with a single buy In addition to well-known mass media sites, the content network helps you reach users across thousands of niche sites as well.
  • With the content network, you reach a targeted, high-return audience across thousands of sites, with a single buy In addition to well-known mass media sites, the content network helps you reach users across thousands of niche sites as well.
  • Separate Campaigns to Better Manage Mobile Create separate Mobile campaigns. This allows you to customize the ads, keywords and bids specifically for High End Mobile Devices Strong Mobile Call to Actions will Increase Performance Having a compelling mobile call to action can dramatically influence your CTR.  All types of Landing Pages Work with High End Mobile Devices…including WAP. iPhones/Android work well with both mobile Web sites and regular desktop Web sites. To ensure proper performance, make sure that the landing page matches the keyword search query.   iPhone/Android devices do not render Flash . Think About How a User Would Search for Your Product Mobile users typically enter no more than two to three words per query. Use broad matching and general keywords to maximize ad impressions.  Keep it simple. Analytics and Conversion Tracking Work on Mobile Use conversion tracking, even if you are not selling anything on your mobile site. This way you can learn how effective your ads are and if they result in specific site activities.   Be Aggressive When Bidding on Mobile Prepare to bid 2x higher to get on the first page of search results.  You will be competing to have your ad serve on 5 ad spots vs. 10 for desktop.  This makes these ads spots very valuable and highly competitive.  Use Click to Call feature if you can use it Click to Call is one of the most effective ways to connect to your consumers. We have seen URLs CTR increase by 30% by using the CTC feature. If Targeting Multiple Countries, target only one country per campaign CPCs can vary among different countries, and separate campaigns allow you to tune your bids to each market. 

MoreVisibility Search Engine Marketing Simplified Presentation Transcript

  • 1.  
  • 2. Search Engine Marketing
  • 3. MoreVisibility Background
    • Founded in 1999 … Recognized Leader since inception
    • Named to INC 500/5000 five years in a row (2005 – 2009)
    • Full service Interactive Agency
    • 10 years of documented results and significant
    • industry recognition
    • Diverse clients in numerous industries
      • Business to Business
      • Business to Consumer
      • E-Commerce
      • Government
      • Education
      • Travel
      • Health
      • Publishing
      • Legal
  • 4. SEM Overview
    • Traditional Keyword Search
      • GYM
      • Ask & 2 nd Tier
      • Portals & Directories
        • Shopping
        • Internet Yellow Pages (IYP)
    • Mobile
    • Contextual Advertising
    • Optimization
  • 5. Affiliate Program’s Impact
    • Affiliate Programs’ Impact
      • Are there KW rules in place?
      • Do you know what your affiliates are doing / saying?
  • 6. Account Structure CAMPAIGNS FOR: Geo-Targeting Search / Content Mobile / Desktop Top Keywords Special Promotions Use MULTIPLE AD GROUPS with tightly themed keywords; customize ad copy at the Ad Group level.
  • 7. Campaign Level Bidding Options
  • 8. Google’s Quality Score “ The measurement used to determine your ad’s relevance to user searches. Your Quality Score is determined by your keyword’s click-through rate (CTR) on Google and by the relevance of your ad text, keyword, and landing page.” Google Do NOT search for your own Ads. As you would never click on your ads this will cause a lower (CTR) in Google, which would harm your Quality Score (impacts price + positioning).
  • 9. Writing Targeted Ad Copy After keywords have been organized / themed.
    • Start with headlines
      • Static
      • Dynamic ( keyword insertion )
    • Description
      • Display key benefits
      • Call to Action!
      • Capitalize
  • 10. Ad Delivery
    • Rotation
      • Set to rotate evenly for testing ad variations
      • Monitor results & remove the loser
    • Frequency Capping
      • Consider implementing for retargeting campaigns
      • Adjust for seasonality
  • 11.
    • QUESTION:
    • There are 2 ways to add click-to-call phone numbers to your campaigns.
    • What are they?
    • What’s the difference between them?
  • 12.
    • ANSWER:
    • Location Extensions
    • Phone Extensions
    • Location Extensions display your local business phone number to nearby users on mobile devices. Phone Extensions display your national phone number to all users on mobile devices.
  • 13. Ad Extensions
    • Phone Extensions
    • Locations
    • Products
    • Site Links
  • 14. Incorporate Your Products in Ads
  • 15. Site Links A popular industry study reports that 80% of consumer spending occurs within 50 miles of home. Presenting multiple landing page options is intended to make the ad more relevant by displaying specific website information. It represents a new way to quickly engage customers .
  • 16. Keyword Research & Discovery
    • What are the goals of each campaign?
    • Who is you competition?
    • How does your target audience search?
    • What words do they use?
    • What ’ s their intent?
    • Cyclical nature of product keywords?
    • Is there regional interest or aversion?
  • 17. Consumers are Savvy Searchers
  • 18. Why Keyword Discovery Matters
    • In a Google UK internal study, 20% of queries have not been seen by Google in the last 90 days, if at all.
    • In the same study, 64% of queries had no exact match keywords shown against them.
  • 19. View Search Queries
  • 20. Assigning Value to Your Keywords Keywords can assist in impression, click and conversion delivery for other keywords that receive the attribution.
  • 21. Search Funnel Reports
    • Click-assisted
    • Impression-assisted
    • Search Path Length
  • 22. QUESTION: Are you using contextual advertising?
  • 23. ?
  • 24. Reaching the Audience at the Right Time Seek out specific niche sites in our network related to your product or service Seek out specific portions of large sites in our network related to your product or service Jane is looking for recipes for dinner Think about “moments of relevance” Where could you find a moment of relevance for the product and business model on the content network?
  • 25. Contextual Advertising
    • Options
      • GYM
      • Ad Networks
    • Ad formats
    • Targeting
      • Keyword targeted
      • Placement targeted / site targeted
      • Behavioral
        • Category based (network defined)
        • Cookie based (set by advertiser for remarketing)
  • 26. Mass-media Sites Mass Media Niche Media # of sites Reach Source: AdRelevance Q1-Q4 2006 “Internet Ad Spend Is Display Only,” comScore Media Matrix, November 2005; *IAB Standard Creative Sizes; Attributor Inc. Ad Serving report, Dec 2008.
    • Based on theme of your AdGroup
    • Break out into its own campaign to control budget & bidding
    • Consider using more generic ad copy here
  • 27. Niche Content Mass Media Niche Media # of sites Reach Source: AdRelevance Q1-Q4 2006 “Internet Ad Spend Is Display Only,” comScore Media Matrix, November 2005; *IAB Standard Creative Sizes; Attributor Inc. Ad Serving report, Dec 2008.
    • 2x more consumers look at ads on niche sites
    • 4x more time spent interacting with ads on niche sites
    Engaged Users Higher Ad Response Rate GREAT ROI
  • 28.
    • Create a media plan
    • Use demographics and interests to get relevant placements
    Google / DoubleClick AdPlanner
  • 29. “Audiences”
  • 30. View Content Placements
  • 31.
    • Budgeting
    • Keyword Match Types
    • Negative KWs
    • Ad Copy
    • Landing Pages
    • Day Parting
    • Geo-exclusions
    Optimization
  • 32. The Biggest Loser?
  • 33. Maximize Top Performers
    • Budgets
      • Is there more inventory on your KWs?
      • Reach & Frequency Report
    • Bids
      • Are you losing impressions due to Ad Rank?
      • Bid Simulator
    • CTRs
      • Are you losing clicks due to weak ads?
      • Ad Copy Report
    • Keywords
      • Are you running multiple match types?
  • 34. Bidding Strategy
    • Sort account keywords by clicks and examine keywords that have data from the Bid Simulator. Run a profitability v. efficiency analysis to see if raising bids could increase overall volume and profitability through lowering efficiencies.
  • 35. AdWords Segmentation
    • Segmented by Google Search & partners
  • 36. Segmented by Day of Week
  • 37. Conversions by Hour
  • 38. QUESTION: Are you targeting mobile users?
  • 39. ?
  • 40. Source: Google internal data Mobile Search Growth Between September 2009 and February 2010, mobile search traffic on restaurant related terms has increased 200%
  • 41. Between September 2009 and February 2010, mobile search traffic on office supply related terms has increased 167% Mobile Search Growth Source: Google internal data
  • 42. Target Social Mobile Users
  • 43. Mobile Targeting in AdWords
  • 44.
    • Separate campaigns to better manage Mobile.
    • Geo target to your business location.
    • Keep your keyword queries 1 to 2 keywords long at most.
    • Be aggressive when bidding on Mobile.
    • Use short, concise ad text.
    • Use the click-to-call feature if your business takes calls.
    • Having a strong Mobile call to action will improve results.
    • Test the use of mobile coupons.
    Optimizing for Mobile (smartphones) All types of landing pages work with High End Mobile Devices
  • 45.
    • Easy to purchase online (conversion funnel)
    • Short conversion funnel
    • Lead generation or free sign up
    • Good brand reputation
    • Relevant often and to a wide audience
    • Enthusiastic online community
    • Product can be downloaded or consumed online
    • Visually appealing or unique
    Website Usability Success Factors
  • 46. Google Website Optimizer
    • What do you want to improve?
      • Define Page Sections
      • Create Variations
      • Code Your Pages
    • Launch
  • 47. Review & Refine
  • 48. Google Analytics Conversion Funnel
  • 49. Intelligence Dashboard
  • 50. Significance & Sensitivity
  • 51. Create Your Own Alerts!
  • 52.
    • MoreVisibility Keyword Density Tool
      • http://tools.morevisibility.com/keyword-density/
    • Google Ad Preview Tool
      • https:// adwords.google.com/select/AdTargetingPreviewTool
    • Google Ad Planner
      • https://www.google.com/adplanner
      • Research your audience –use demographics and interests to get relevant placements
    • Google AdWords Editor
    • Google Insights for Search
      • http://www.google.com/insights/search/
      • Identify interest in your industry/website over time
    • Google Website Optimizer
    • Keyword & Competition
      • Google Search Based Keyword Tool (sktool)
      • WordTracker
      • Keyword Discovery
      • Keyword Spy
      • AdGooroo
    Tools TOOLS
  • 53. Thank You!!! Feedback: [email_address]