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Amazing Paid Search
Tactics & Tools
Jennifer Slegg
JenniferSlegg.com
@jenstar
Jennifer Slegg JenniferSlegg.com @jenstar
Jennifer Slegg
• Owner of JenSense
• Blogs on search marketing at JenniferSlegg....
Jennifer Slegg JenniferSlegg.com @jenstar
Jennifer Slegg JenniferSlegg.com @jenstar
AdWords Targeting by Income
• Based on neighborhood incomes from IRS data.
• Tai...
Jennifer Slegg JenniferSlegg.com @jenstar
AdWords Targeting by Income
• Lead Gen AdWords Campaign
• Targets middle class
•...
Jennifer Slegg JenniferSlegg.com @jenstar
AdWords Targeting by Income
Courtesy Susan Waldes @suzyvirtual
Jennifer Slegg JenniferSlegg.com @jenstar
AdWords Targeting by Income
• Significantly higher brand searches by lower incom...
Jennifer Slegg JenniferSlegg.com @jenstar
Sitelinks
Shorter Sitelinks perform better (12 characters NOT 25)
Jennifer Slegg JenniferSlegg.com @jenstar
Sitelinks
• Things like ® and ™ can make it stand out
• For marketing, you CAN l...
Jennifer Slegg JenniferSlegg.com @jenstar
“Bending the Rules”
• Watch competitive keywords to see what interesting tactics...
Jennifer Slegg JenniferSlegg.com @jenstar
Negative Keyword Campaigns
• If you run a huge negative keyword list, run “the b...
Jennifer Slegg JenniferSlegg.com @jenstar
Negative Keyword Campaigns
• B2C market targeting parents
We chose 100 keywords ...
Jennifer Slegg JenniferSlegg.com @jenstar
Negative Keyword Campaigns
• B2B tech market
We chose 85 keywords from negative ...
Jennifer Slegg JenniferSlegg.com @jenstar
Negative Keyword Campaigns
• Why these keywords were in the negative list:
• Err...
Jennifer Slegg JenniferSlegg.com @jenstar
Vanity Campaigns
• You know your ad copy works & converts
best BUT that stubborn...
Jennifer Slegg JenniferSlegg.com @jenstar
Mobile Design Flaws
• Don’t believe a site is “mobile friendly”
• Chrome mobile ...
Jennifer Slegg JenniferSlegg.com @jenstar
Mobile Design Flaws
Jennifer Slegg JenniferSlegg.com @jenstar
Mobile Design Flaws
• Change in Google’s natural search means if your organic
co...
Jennifer Slegg JenniferSlegg.com @jenstar
Quick List of Never Ever
Jennifer Slegg JenniferSlegg.com @jenstar
Clickfraud prevention
Jennifer Slegg JenniferSlegg.com @jenstar
Current Events Fail
• Always add negative keywords based on current events or
di...
Jennifer Slegg JenniferSlegg.com @jenstar
Survey Says….
Jennifer Slegg JenniferSlegg.com @jenstar
And finally….
Jennifer Slegg JenniferSlegg.com @jenstar
Jennifer Slegg
• Owner of JenSense
• Blogs on search marketing at JenniferSlegg....
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Amazing Paid Search Tactics and Tools By Jennifer Slegg

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SMX Advanced 2014 Session #SMX #23B - Amazing Paid Search Tactics & Tools - Amazing Paid Search Tactics & Tools By Jennifer Slegg @Jenstar Of Jensense

Read more about paid search on http://searchengineland.com

Published in: Marketing, Technology, Design

Transcript of "Amazing Paid Search Tactics and Tools By Jennifer Slegg"

  1. 1. Amazing Paid Search Tactics & Tools Jennifer Slegg JenniferSlegg.com @jenstar
  2. 2. Jennifer Slegg JenniferSlegg.com @jenstar Jennifer Slegg • Owner of JenSense • Blogs on search marketing at JenniferSlegg.com • Consulting for SEO, PPC, content marketing & content monetization • Twitter: @jenstar • Email: jenstar@gmail.com
  3. 3. Jennifer Slegg JenniferSlegg.com @jenstar
  4. 4. Jennifer Slegg JenniferSlegg.com @jenstar AdWords Targeting by Income • Based on neighborhood incomes from IRS data. • Tailor ads to specific incomes. • Lower income look for deals and sales. • Higher income look for quality and service. • http://3qdigital.com/featured/household-income-targeting- adwords-yup/
  5. 5. Jennifer Slegg JenniferSlegg.com @jenstar AdWords Targeting by Income • Lead Gen AdWords Campaign • Targets middle class • 3 weeks (May 14 – June 3) • No bid modifiers used based on income at this time
  6. 6. Jennifer Slegg JenniferSlegg.com @jenstar AdWords Targeting by Income Courtesy Susan Waldes @suzyvirtual
  7. 7. Jennifer Slegg JenniferSlegg.com @jenstar AdWords Targeting by Income • Significantly higher brand searches by lower income (bottom 50%) • Possibly due to television campaign that reinforced branding • Also had highest CTR (11.33% CTR) • Non-brand top 10% vs bottom 50% CPL is $20 different • Only about 50% of searches could Google income target • Seemed to be equally split between Google and partners
  8. 8. Jennifer Slegg JenniferSlegg.com @jenstar Sitelinks Shorter Sitelinks perform better (12 characters NOT 25)
  9. 9. Jennifer Slegg JenniferSlegg.com @jenstar Sitelinks • Things like ® and ™ can make it stand out • For marketing, you CAN link to your Pinterest, YouTube, Instagram or Tumblr accounts. • Don’t forget grammar 101
  10. 10. Jennifer Slegg JenniferSlegg.com @jenstar “Bending the Rules” • Watch competitive keywords to see what interesting tactics are being used in competitive market areas. • Payday loans • Car insurance • Loans • Mortgage • Credit cards • Mesothelioma • Don’t break the TOS…. But ask your account rep if it is a beta test you can join.
  11. 11. Jennifer Slegg JenniferSlegg.com @jenstar Negative Keyword Campaigns • If you run a huge negative keyword list, run “the best of the negatives” keyword campaigns at rock bottom PPC. • Keywords with low conversions • Semi-targeted keywords • Negatives by location • Oops keywords • Also gives a second look to any keywords that may have been added to negative keyword list accidently or by another PPC manager
  12. 12. Jennifer Slegg JenniferSlegg.com @jenstar Negative Keyword Campaigns • B2C market targeting parents We chose 100 keywords in negative keyword list • Keyword1 – 3.8% CTR; ROI higher than average • Keyword2 – 2.9% CTR; ROI higher than average • Keyword3 – 2.3% CTR; ROI average • Group of dozen or so 2.0%+ CTR • However, there were some that performed >0.5% CTR that we removed quickly
  13. 13. Jennifer Slegg JenniferSlegg.com @jenstar Negative Keyword Campaigns • B2B tech market We chose 85 keywords from negative list • 1 keyword – 6% CTR with double average ROI • Now one of their best performing keywords • 3 keywords – 2-3% CTR with average ROI • Deleted the remainder and added back to negative list
  14. 14. Jennifer Slegg JenniferSlegg.com @jenstar Negative Keyword Campaigns • Why these keywords were in the negative list: • Error in cut and paste • “That is not how we refer to our product/market” • Regionality errors (pop/soda/sodapop)
  15. 15. Jennifer Slegg JenniferSlegg.com @jenstar Vanity Campaigns • You know your ad copy works & converts best BUT that stubborn owner who insists HIS ad copy is better! • Instead of banging your head against that wall, create a quick vanity campaign • Select keywords (what “the boss” searches for when he wants to see his ad – fortunately, they are seldom the money ones) • Geotarget as close to his office and home as possible
  16. 16. Jennifer Slegg JenniferSlegg.com @jenstar Mobile Design Flaws • Don’t believe a site is “mobile friendly” • Chrome mobile emulation tool • NEW tool from Google (May 2014) • Login to Google Webmaster Tools • Site must be verified • https://www.google.com/webmasters/tools/googlebot-fetch • Mobile: Smartphone; Mobile: XHTML/WML; Mobile cHTML
  17. 17. Jennifer Slegg JenniferSlegg.com @jenstar Mobile Design Flaws
  18. 18. Jennifer Slegg JenniferSlegg.com @jenstar Mobile Design Flaws • Change in Google’s natural search means if your organic competitors are doing it wrong, paid ads can benefit more.
  19. 19. Jennifer Slegg JenniferSlegg.com @jenstar Quick List of Never Ever
  20. 20. Jennifer Slegg JenniferSlegg.com @jenstar Clickfraud prevention
  21. 21. Jennifer Slegg JenniferSlegg.com @jenstar Current Events Fail • Always add negative keywords based on current events or disasters with content ads • Car ads on Paul Walker death articles • Cruise line ads on Costa Concordia disaster • At best, they won’t get clicked • At worst, someone will report your ad showing up on an inappropriate article as “news”
  22. 22. Jennifer Slegg JenniferSlegg.com @jenstar Survey Says….
  23. 23. Jennifer Slegg JenniferSlegg.com @jenstar And finally….
  24. 24. Jennifer Slegg JenniferSlegg.com @jenstar Jennifer Slegg • Owner of JenSense • Blogs on search marketing at JenniferSlegg.com • Consulting for SEO, PPC, content marketing & content monetization • Twitter: @jenstar • Email: jenstar@gmail.com
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