SMX Search Marketing Bootcamp March 2014 - Paid Search Marketing Fundamentals


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Smx West 2014 Search Marketing Bootcamp Session #Smx #13B - Smx Search Marketing Bootcamp March 2014 - Paid Search Marketing Fundamentals Presentation By Matt Van Wagner Of Find Me Faster

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SMX Search Marketing Bootcamp March 2014 - Paid Search Marketing Fundamentals

  1. 1. Paid Search Fundamentals Matt Van Wagner @mvanwagner #smx #13B
  2. 2. Why I Love PPC Opening New Business Goal: Get people in store One Month Later: 124K Ad Impressions 300+ Qualified Visitors to Site Cost - $185 #smx #13B @mvanwagner
  3. 3. Why I Love PPC Shows only to these people !!!! This Simple Ad… #smx #13B @mvanwagner
  4. 4. Why I Love PPC Investment in PPC ads is measurable& scalable. #smx #13B @mvanwagner
  5. 5. Why I Love PPC PPC Allows You More Control over Messaging Get going quickly. Discover what words convert (in a “not provided” SEO world). Manage risk of algorithm changes. Predictable, dependable flow of traffic. You write the ads that appear. You determine what pages visitors first see. Shows you what keywords convert !!! PPC and SEO are Complementary #smx #13B @mvanwagner
  6. 6. #smx #13B @mvanwagner What is Google?
  7. 7. World’s Favorite Search Engine #smx #13B @mvanwagner •Reach Audiences Worldwide • Any Country • Any Language • 20+ Billion searches/mo. worldwide • 67% of all U.S. searches are powered by Google
  8. 8. Google Search Ads #smx #13B @mvanwagner
  9. 9. More than just #smx #13B @mvanwagner • Google search powers many web properties • Google is default search engine for AOL, Ask, Google Maps and Internet Service Providers (ISPs) such as Xfinity, Earthlink, Verizon and many others. • Where ever Google provides search results, they can also place ads.
  10. 10. More than just Text Ads #smx #13B @mvanwagner Google places banner and rich media ads across the internet. • Internet users spend 95% of their time browsing /reading website content. • Google’s display ad network reaches 2 Million+ websites, videos, & mobile apps around the world.
  11. 11. Google AdWords #smx #13B @mvanwagner A Powerful, Global Online Advertising Platform •Puts Full Control into Your Hands! • Creating Ads • Budgeting • Scheduling • Targeting • Reporting
  12. 12. This is Bing #smx #13B @mvanwagner
  13. 13. This is Yahoo! #smx #13B @mvanwagner
  14. 14. The Yahoo! Bing Network #smx #13B @mvanwagner Microsoft & Yahoo! Formed a Search Alliance (Jul-09) Microsoft’s Bing Search Powers Bing and Yahoo! Organic and paid search results Microsoft’s Bing Ads Unified ad serving platform to manage campaigns on Yahoo! and Bing. ** Display ads not included in the alliance.
  15. 15. Huge Search Market #smx #13B @mvanwagner Unique Searchers Unique searchers on the Yahoo! Bing Network. Yahoo! Bing Network unique searchers that don’t use Google. In the U.S. 5.6 Billion searches monthly; roughly 1/3 of all U.S. searches. 163 Million unique searchers 54 Million searchers who are not using Google Wordwide 489 Million unique searchers 94 Million who do not use Google!
  16. 16. Your Ads Reach Here #smx #13B @mvanwagner
  17. 17. And Here… #smx #13B @mvanwagner
  18. 18. Bing Ads #smx #13B @mvanwagner Puts Full Control into Hands of Advertisers! • Creating Ads • Budgeting • Scheduling • Geo-Targeting • Reporting • Plus…. Easy Import from Google AdWords
  19. 19. Paid Search Overview Keywords: Ads: Words & phrases that trigger ads to show Really, really, short sales pitches in text or images. Landing Page: The first page people see after they click 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 pay 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. #smx #13B @mvanwagner
  20. 20. Geographic Time of Day / Day of Week Demographic Device Types & Browsers Behavioral Targeting Options
  21. 21. 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 #smx #13B @mvanwagner
  22. 22. Geographic Targeting #smx #13B @mvanwagner
  23. 23. 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. #smx #13B @mvanwagner
  24. 24. Demographic Targeting With Bing Ads, you can bid more for your best demographic segments. #smx #13B @mvanwagner
  25. 25. 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 #smx #13B @mvanwagner
  26. 26. How Search Engines Work You Search Engine Advertiser Schumann DichterliebeSchumann Dichterliebe CD #smx #13B @mvanwagner
  27. 27. What is Best Ad Position? In general, the higher your ads appear, the more clicks you get and the more you pay. #smx #13B @mvanwagner
  28. 28. 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: #smx #13B @mvanwagner
  29. 29. …this would be a great set of answers. Ads Competing Against Each Other On a search for the color blue… What Search Engines Want #smx #13B @mvanwagner
  30. 30. £ 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. #smx #13B @mvanwagner
  31. 31. 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 #smx #13B @mvanwagner
  32. 32. 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 #smx #13B @mvanwagner
  33. 33. 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. #smx #13B @mvanwagner
  34. 34. 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. #smx #13B @mvanwagner
  35. 35. Campaign Ad Group Ad 1 keywords keyword1 keyword2 keyword3 keyword4 . . Ad 2 Landing Page Structure of a PPC Account #smx #13B @mvanwagner
  36. 36. About Keywords Keywords vs. Search Queries Keywords = what you bid on Search Queries = what users type into a search box #smx #13B @mvanwagner
  37. 37. 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 #smx #13B @mvanwagner
  38. 38. Close Variants #smx #13B @mvanwagner
  39. 39. 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 #smx #13B @mvanwagner
  40. 40. 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 Chelsea wedding cake maker “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 #smx #13B @mvanwagner
  41. 41. 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 cakes wedding cake MAYBE pictures of wedding cakes wedding cake YES wedding cup cakes wedding cake YES yellow cake wmd wedding cake YES hemarroid cream wedding cake YES
  42. 42. 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 #smx #13B @mvanwagner
  43. 43. 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
  44. 44. 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. #smx #13B @mvanwagner
  45. 45. 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 #smx #13B @mvanwagner
  46. 46. 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 #smx #13B @mvanwagner
  47. 47. 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 #smx #13B @mvanwagner
  48. 48. Rapid Keyword Software This tool will save you hours in text manipulations #smx #13B @mvanwagner
  49. 49. 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? #smx #13B @mvanwagner
  50. 50. 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. #smx #13B @mvanwagner
  51. 51. What are you selling? #smx #13B @mvanwagner
  52. 52. What are they really buying? #smx #13B @mvanwagner
  53. 53. 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? #smx #13B @mvanwagner
  54. 54. 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. #smx #13B @mvanwagner
  55. 55. 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. #smx #13B @mvanwagner
  56. 56. 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. #smx #13B @mvanwagner
  57. 57. 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. #smx #13B @mvanwagner
  58. 58. Ads Designed to Filter Clicks - Many words have more than one meaning (homonyms). - You need to clearly identify purpose and intent of your ad. - You will have fewer clicks, and lower CTR, 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 #smx #13B @mvanwagner
  59. 59. 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% #smx #13B @mvanwagner
  60. 60. Graphical Ads Image Ads Video Ads Mobile Ads #smx #13B @mvanwagner
  61. 61. 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 #smx #13B @mvanwagner
  62. 62. 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 #smx #13B @mvanwagner
  63. 63. 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 #smx #13B @mvanwagner
  64. 64. 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. #smx #13B @mvanwagner
  65. 65. Landing Pages #smx #13B @mvanwagner
  66. 66. Landing Pages #smx #13B @mvanwagner
  67. 67. Landing Pages #smx #13B @mvanwagner
  68. 68. 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 #smx #13B @mvanwagner
  69. 69. Resources • Books – Advanced Google AdWords by Brad Geddes – • Newsletters – – #smx #13B @mvanwagner
  70. 70. 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 #smx #13B @mvanwagner
  71. 71. Matt Van Wagner @mvanwagner #smx #13B Thank You!