Paid Search Advertising Fundamentals by Matt Van Wagner


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From SMX East 2013 - Boot Camp Paid Search Advertising Fundamentals by Matt Van Wagner of FindMeFaster.

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Paid Search Advertising Fundamentals by Matt Van Wagner

  1. 1. Paid Search Fundamentals Matt Van Wagner @mvanwagner #smx #11D New York, New York 01-Oct-13 © Copyright 2013. Find Me Faster Nashua, NH. All Rights Reserved.
  2. 2. Why I Love PPC New Business Opened Aug-07 Goal: Get people in store One Month Later: 124K Ad Impressions 300+ Qualified Visitors to Site Cost - $185 Sales: 3 mos. ahead of projections!
  3. 3. Why I Love PPC Shows only to these people !!!! This Simple Ad…
  4. 4. Why I Love PPC Investment in PPC Ads is measurable.
  5. 5. Why I Love PPC PPC Allows You More Control over Messaging Get going quickly. Discover what words convert. Manage risk of algorithm changes. Predictable, dependable flow of traffic. You write the ads that appear. You determine what pages visitors first land on. Shows you what keywords convert !!! PPC and SEO are Complementary
  6. 6. Paid Search Overview Keywords: Ads: Words & phrases that trigger ads to show Really, really, short text (or graphic) sales pitches. Landing Pages: The pages you want people to see when they click on your ad. Process: Managing all of the above Tracking results, conversions, return on ad spend. Testing, improving, tools & resources Bids: How much you are willing to spend to show your ads, get clicks & conversions. Conversions: Actions taken by your visitors that you want to track such as leads, orders, downloads, phone calls.
  7. 7. Search Engines User enters a search query into a search box. Mental Mode: Active. Seeking information.
  8. 8. Sites That Accept Ads User does not type in a query. User encounters ads while doing something else. Mental Mode: engaged, passive.
  9. 9. Google Search Ads
  10. 10. Bing Search Ads
  11. 11. Bing Search Ads
  12. 12. YAHOO! Search Ads
  13. 13. Display Ads Ads appear on related site, which ideally are closely related to the content you are reading.
  14. 14. More Display Ads
  15. 15. Search vs. Display Networks They work differently, so manage them seperately.
  16. 16. Search vs. Display Network Do not accept the default setting that combines search and display together.
  17. 17. Geographic Time of Day / Day of Week Demographic Device Types & Browsers Behavioral Targeting Options
  18. 18. Where you have an Advantage…Exploit it! Improve Ad Position & ROI Bid By Time zone Target Areas by Language Choose Your Battle zones Geographic Targeting
  19. 19. Geographic Targeting
  20. 20. Time & Day Targeting Note: Ad scheduling works differently on Google AdWords vs Bing Ads. Bing Ads: Scheduling time is based on where user encounters the ad. Google AdWords: Time is based on AdWords account location.
  21. 21. Demographic Targeting With Bing Ads, you can bid more for your best demographic segments.
  22. 22. How Do Paid Search Engines Really Work? ● How does an ad get selected? ● Does the highest bid always get the top spot? ● How much does it cost to show my ad? ● What is the best ad position? Paid Search Auctions
  23. 23. How Search Engines Work You Search Engine Advertiser Schumann DichterliebeSchumann Dichterliebe CD
  24. 24. What is Best Ad Position? In general, the higher your ads appear, the more clicks you get and the more you pay.
  25. 25. Your Keywords & Max Bids User Search Query: Blue Widgets Red Widgets £.10 Blue Widgets £.10 Blue Green Widgets £.10 Blue Widgets Buy blue widgets today. Free next-day shipping. In Your Perfect World... You're a Winner!!! CPC = £.10 or less! Your Ad Your Site:
  26. 26. …this would be a great set of answers. Ads Competing Against Each Other On a search for the color blue… What Search Engines Want
  27. 27. £ 3£ 1 £ 2 £ 4 £.25£10 £ .30 £ 6 If highest bid determined ad display… What Advertisers Want Ads Competing Against Each Other on Bid Price …results may not be quite as relevant.
  28. 28. Quality Scoring and Ad Ranking ● Relevancy: Relationship of Keywords  Ads  Landing page The nature of the click ● Historical Performance (CTR): Keywords Keywords + Ads in combination Ad groups, campaigns, account ● Max Bid Price A Hybrid Solution
  29. 29. Who Wins the Top Spot? £ 3£ 1 £ 2 £ 4 £.25£6 £ .30 £ 5 .95 .90 .30 .30 .10 .25 .80 .95 Lets Say Quality Scores look like this AD RANK = QS x Max Bid 1.8 1.21.5 .95 .90
  30. 30. What Do They Pay? £ 3£ 1 £ 2 £ 4 £.25£6 £ .30 £ 5 .95 .90 .30 .30 .15 .25 .80 .95 Lets Say Quality Scores look like this AD RANK = QS x MAX Bid 1.8 1.21.5 .95 .90 £ .10 £ .96 £3.18 £4.81 £1.68 Lesson: Write relevant ads and select relevant keywords. Bid reasonably.
  31. 31. Getting Started What is the primary goal of your campaign? ● Leads, sales, brand building? How do you define success? ● Online vs. offline sales conversions. ● Steps on the path towards sales conversion. Measure real world actions, not just CTR or CPC! How do you measure success? ● AdWords and adCenter conversion tracking. ● Web analytics (Google Analytics, Omniture, Coremetrics, Hitslink, etc). ● How much the phones are ringing. ● Total company sales and profits increasing.
  32. 32. Campaign Ad Group Ad 1 keywords keyword1 keyword2 keyword3 keyword4 . . Ad 2 Landing Page Structure of a PPC Account
  33. 33. About Keywords Keywords vs. Search Queries Keywords = what you bid on Search Queries = what users type into a search box
  34. 34. Keyword Match Types Match types control how closely your keywords match with a user’s search query: Broad Match: Very loose matching – tons of traffic Broad Match Modifier: Loose, more control – lots of traffic Phrase Match: Tighter matching - Less traffic Exact Match: Tightest matching - Least traffic Negative Match: Prevents matches – restricts traffic
  35. 35. Close Variants
  36. 36. Exact Match Match Type Exact Syntax [word1 word2] What it matches to: Queries with only those words Queries with exact word order Optionally: Plurals, close variants User Search Query: Your keyword is: Will it Match? wedding cake [wedding cake] YES wedding cakes [wedding cake] YES white wedding cake [wedding cake] NO wedding cup cake [wedding cake] NO
  37. 37. Phrase Match Match Type Phrase Syntax “word1 word2 word3” What it matches to: Queries with those words together Queries in that word order Optionally: Plurals, common misspellings, very close matches User Search Query: Your keyword is: Will it Match? wedding cake “wedding cake” YES wedding cake maker Chelsea “wedding cakes” YES gluten-free cakes weddings “wedding cakes” NO wedding cupcake “wedding cakes” NO weeding cake “wedding cakes” MAYBE bridal cake “wedding cakes” PROBABLY NOT
  38. 38. Broad Match Match Type Broad Match Syntax word1 word2 word3 What it matches to: Queries with those words in any order Synonyms search engines believe could be relevant Session-based matches User Search Query: Your keyword is: Can it Match? wedding cake wedding cake YES birthday cakes wedding cake MAYBE pictures of wedding cakes wedding cake YES wedding cup cakes wedding cake YES cakes wedding cake YES hemarroid cream wedding cake YES
  39. 39. Broad Match Modifier Match Type Broad Match Keyword Syntax +word1 +word2 word3 What it matches to: Queries containing those words in any order Queries must contain word(s) with the + sign Optionally: Plurals, close variants User Search Query: Your keyword is: Will it Match? wedding cake +wedding +cake YES birthday cakes +wedding +cake NO pictures of wedding cakes +wedding +cake YES wedding cup cakes +wedding +cake YES cakes +wedding +cake NO hemarroid cream +wedding +cake NO
  40. 40. Negative Match Match Type Negative Match Keyword Syntax -word, or –word1 word2 word3 What it excludes: Queries containing that literal word If you want to exclude plural, add it additionally Optionally: Exact & Phrase match negatives available on Google User Search Query: Your negative keywords are: Will it prevent the match wedding cake -wedding YES birthday cakes -wedding NO pictures of wedding cakes -wedding YES wedding cup cakes -wedding YES cakes -wedding NO hemorrhoid cream -wedding NO
  41. 41. Building Keyword Lists Start with your own brain ● What words / phrases describe what you are promoting? ● What words do other people use? ● Synonyms, misspellings. ● Words that will bring the wrong people to you. ● Start with keywords that use 2 or 3 word in them ● Absolutely use your own brand names.
  42. 42. Create Keyword Lists shepherds german shepherds shepherd dogs pure-bred shepherds labrador puppies labradors black lab puppies black labs golden lab chocolate labrador brown labradors black lab puppies black labs retreivers pug dogs puppies small pet dogs lassie dogs collies poodles toy poodles shitzo mutts weiner dogs irish retriever sheep herding dogs pure bred dobermans pit bulls vietnamese pot belly pigs dalmations dalmation puppies dalmation pups golden retrievers golden retriever
  43. 43. Organise Keyword Lists Pull them into smaller, tighter groups: Labradors labrador puppies labradors black labs golden lab chocolate labrador brown labradors black lab puppies black labs Shepherds shepherds german shepherds shepherd dogs pure-bred shepherds Retrievers golden retrievers golden retriever retreivers Pugs pug dogs pug dog pugs
  44. 44. Keyword Tools Search Engine Tools Google: Search Based Keyword Tool Microsoft: Microsoft Advertising Intelligence Competitive Analysis Tools – Ads & Keywords AdGooroo SpyFu Keyword Spy WordTracker Ispionage Keyword Manipulation Tools Rapid Keyword Permutator WordStream Microsoft Excel SEOBook
  45. 45. Rapid Keyword Software This tool will save you hours in text manipulations
  46. 46. Write Great Ads Note the Variety of Copy Styles: 1st Person story. Trusted Authority – “Uses Quotes” Price Appeal Convenience - Call 800 # Get Information – Medical Alert Guide We’re different from “Them” Which of these is the Best Ad?
  47. 47. Who are you selling to? Who are you talking to? Who buys? Who influences? Who is it actually for? What motivates them? Speak directly to one of these people.
  48. 48. What are you selling?
  49. 49. What are they really buying?
  50. 50. Features: Timer, Easy to Use, Discount, Affordable Free Shipping Benefits: Organize pills better Take charge of your health Keep parents well connected Are you selling what they're buying?
  51. 51. Stress Benefits, Not Features Feature Benefit Creative Benefit Vibrating Watch Alarm Get pill reminders even if you have trouble hearing. Vibrating pill reminder. Works even when Mom’s TV is blaring away. Vibrating pill reminder works even if Dad’s hearing aid is off.
  52. 52. Tips for Writing Great Ads Switch from your Left Brain to you Right Brain Go for a walk Sing a song Laugh Doodle · Do not start writing ads in Excel spreadsheets! · Start with story-telling. Talk out loud. · Try a “non-verbal zero draft” · Go listen to your sales team at work.
  53. 53. Writing Great Ads Headlines Use keywords in the headline when possible. Write dozens of headlines, till you find ones you like. Key Headline Concepts Save You Money. Save You Time. Improve Your Life. Great Words to Use in Headlines Find. Compare. Save. New. Improved. Easiest. Top-Rated.
  54. 54. Writing Great Ads Ad Copy Use your keywords in the body copy, too, but don’t stuff. Same Key Concepts as Headlines Save You Money. Save You Time. Improve Your Life. Try full sentences. Use idioms only when appropriate Avoid gimmicks and overly-idiomatic expressions.
  55. 55. Ads Designed to Filter Clicks - Many words have more than one meaning (homonyms). - Clearly identify purpose and intent of your ad. - You’ll get fewer clicks, but you’ll get more of the right clicks. Home Care for Elders Need help with in-home care for an elderly loved one? Call us. California Home Care Experienced with all aspects of home care. Call us Today! California
  56. 56. Evaluating Ad Performance Which of these Ads is performing better? Lessons: Be wary of small samples sizes. Measure against conversions, not just click-through rates (CTR). Conversion Rate: 10.5% Conversion Rate: 2.5%
  57. 57. Graphical Ads Image Ads Video Ads Mobile Ads
  58. 58. Bidding & Budgeting Options Bidding Cost Per Click (CPC) Cost Per Conversion (CPA) aka cost per action/acquisition Cost Per Thousand Impressions (CPM) Budgeting Daily, Weekly or by Campaign
  59. 59. How Much is a Click Worth? How much is a Visitor (click) worth? What is your site conversion rate now? What is your offline close ratio? How does that translate to revenues? Clicks 20 Conversion % 5% Cost Per Conversion (CPA) $ 5.00
  60. 60. How Much is a Click Worth? How much can you afford to pay for each click? Cost per Click (CPC) $ .25 Clicks 20 Conversion % 5% Cost Per Conversion (CPA) $ 5.00 Target MAX Bid CPC = CPA / Clicks
  61. 61. Landing Pages Lobster Bisque? Master the basics. Get fancy later. Any page can be a landing page Use properly built webpages: Include Title, Description, Alt Tags, and spider-able body copy. Get users quickly to what they want: no more than 1 - 2 clicks.
  62. 62. Landing Pages
  63. 63. Landing Pages
  64. 64. Landing Pages
  65. 65. Better PPC Every Day • Process Creates Sustainable Advantage – Its not just about keywords, ads, bids – Plan on working in a disciplined manner • Use Systems-Level Thinking – Align campaign goals with larger company goals. – Increase sales, not visitors • Track Performance and Make Adjustments – Be methodical, measure and test everything you can – Don’t react too quickly, but don’t get analysis-paralysis • Set Good Goals and work towards them
  66. 66. Resources • Books – Advanced Google AdWords by Brad Geddes – • Newsletters – –
  67. 67. Resources • Books – Winning Results with Google Adwords by Andrew Goodman – Pay-Per-Click Search Engine Marketing in an Hour A Day by David Szetela & Joe Kerschbaum with Michael Flores
  68. 68. Thank You! Matt Van Wagner @mvanwagner #smx #11D New York, New York 01-Oct-13 © Copyright 2013. Find Me Faster Nashua, NH. All Rights Reserved.