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35 Paid Search Optimization Techniques - Ben Kirshner

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Emob member, Ben Kirshner (CEO of CoffeeForLess.com) delivered this presentation at eTail West in February 2012.

Emob member, Ben Kirshner (CEO of CoffeeForLess.com) delivered this presentation at eTail West in February 2012.

Published in: Technology, Design

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  • 1. 35 PAID&SEARCH OPTIMIZATION(TECHNIQUESPRESENTED(BY(BEN&KIRSHNERCEO(OF(COFFEEFORLESS.COM ®
  • 2. ®ABOUT Owns&Coffeeforless.com Ranked(on(inc(5000(list(in(2006, BEN 2007,(2008,(2009,(2010(and(2011 Internet&Retailer&top&500 2008,(2009,(2010(&(2011 Adjunct&instructor&at&NYU teaching(courses(on(SEM(and(SEO
  • 3. ® 35 OPTIMIZATION& TECHNIQUES SEGMENT,(SEGMENT,(SEGMENT!01 Don’t(target(desktops,(mobile(devices,(&(tablets(in(the(same(campaign(–& SEPARATE&THEM! X All&available&devices Let&me&choose...
  • 4. ® 35 OPTIMIZATION& TECHNIQUES SEGMENT,(SEGMENT,(SEGMENT!02 CREATE&SEPARATE&CAMPAIGNS&FOR&BROAD&&&EXACT&MATCH&KEYWORDS&–&( OWen(Xmes,(you(will(find(exact(match(keywords(perform(be^er,(so(you(want( to(have(the(opXon(to(limit(the(money(spent(on(broad(match(keywords(and allocate(as(much(as(possible(to(exact(match. BUDGET COST&/&CONV.&(many`per`click) $19,845.00/day $29.11 T`SHIRTS(:(EXACT&MATCH $400.00/day $2.43 SWEATSHIRTS(:(EXACT&MATCH $400.00/day $1.88 T`SHIRTS(:(BROAD&MATCH $20.00/day $37.69 SWEATSHIRTS(:(BROAD&MATCH $20.00/day $27.73
  • 5. ® 35 OPTIMIZATION& TECHNIQUES SEGMENT,(SEGMENT,(SEGMENT!03 USE&GOOGLE&ADWORDS&SEGMENTING&TOOL to(analyze(performance(of(Google(Search(vs.(Search(Partners. Segment
  • 6. ® 35 OPTIMIZATION& TECHNIQUES SEGMENT,(SEGMENT,(SEGMENT!04 If(opted(into(the(Google(Display(Network, MAKE&SURE&IT&IS&ALSO&IN&IT’S&OWN&CAMPAIGN& AS&PERFORMANCE&WILL&VARY&FROM&SEARCH! CAMPAIGN BUDGET COST&PER&CONVERSION T`SHIRTS(:(SEARCH $100.00 $5.00 T`SHIRTS(:(DISPLAY $50.00 $15.00
  • 7. ® 35 OPTIMIZATION& TECHNIQUES USE(THE(DIMENSIONS&TAB05 CONDUCT&DAY&OF&WEEK&ANALYSIS. You(might(find(that(your(ads(perform(be^er(during(certain(days(&(Xmes,(so( you(will(want(to(be(more(aggressive(during(those(Xmes.(Conversely,(you(may( idenXfy(Xmes(in(which(your(ads(do(not(perform(well(at(all,(and(may(want(to( consider(turning(them(off(during(those(Xmes!Sunday $31.72Saturday $31.65
  • 8. ® 35 OPTIMIZATION& TECHNIQUES USE(THE(DIMENSIONS&TAB06 CONDUCT& TIME&OF&DAY&ANALYSIS. 0 $69.11 1 $81.15 2 $59.10 3 $60.34 4 $46.68 5 $49.27 6 $45.43 7 $43.34 8 $46.02
  • 9. ® 35 OPTIMIZATION& TECHNIQUES USE(THE(DIMENSIONS&TAB07 DO&GEOGRAPHIC& LOCATION&ANALYSIS
  • 10. ® 35 OPTIMIZATION& TECHNIQUES RUN(SEARCH&QUERY&REPORTS08 FIND/ADD&BROAD&MATCH NEGATIVE(KEYWORDS dKeyword09 FIND/ADD&EXACT&MATCH NEGATIVE(KEYWORDS —[Keyword]10 FIND/ADD&PHRASE&MATCH NEGATIVE(KEYWORDS d”Keyword”
  • 11. ® 35 OPTIMIZATION& TECHNIQUES RUN(SEARCH&QUERY&REPORTS 11 LOOK&FOR&WAYS&TO&EXPAND&KEYWORDS& WITHIN&EXISTING&AD&GROUPS. 12 LOOK&FOR&NEW&AD& GROUP&THEMES&&&IDEAS. NEW&AD&GROUP TdSHIRTS LONG&SLEEVE&TdSHIRTS T`shirts Long&sleeve(T`shirts Buy(T`shirts Long&sleeved&T`shirts White(T`shirts T`shirts(longdsleeve Order(T`shirts White&long&sleeve&shirtNEW&KEYWORDS Discount(T`shirts Long&sleeve&shirt Plain(T`shirts
  • 12. ® 35 OPTIMIZATION& TECHNIQUES UTILIZE(AD&EXTENSIONS! 13 IMPLEMENT& CALL&EXTENSIONS 14 IMPLEMENT( SITELINKS 15 ADD( PRODUCT&EXTENSIONS 16 ADD( LOCATION&EXTENSIONS 17NEW ADD( SOCIAL&EXTENSIONS
  • 13. ® 35 OPTIMIZATION& TECHNIQUES TEST&NEW&FEATURES,&TOOLS, &&USE&OUTSIDEdTHEdBOX&STRATEGIES18 TEST&BROAD&MATCH&MODIFIER&FOR& BRANDED&CAMPAIGNS19 TRY&BIDDING&ON&COMPETITOR&BRAND&NAMES&AS&KEYWORDS.& (SEPARATE(CAMPAIGN)20 UTILIZE&GOOGLE&ADWORDS&EDITOR&FOR&BULK&CHANGES,& OPTIMIZATIONS,&AND&NEW&CAMPAIGN&LAUNCHES.21 ADD&TYPOS&OF&MAIN,&HIGHdTRAFFIC&TERMS&USING&A&TYPO&TOOL: h^p://tools.seobook.com/spelling/keywords`typos.cgi
  • 14. ® 35 OPTIMIZATION& TECHNIQUES IMPROVE&REMARKETING&EFFORTS22 CREATE&AUDIENCE&OF&SITE&VISITORS&THAT&HAVE& ALREADY&CONVERTED,&AND&EXCLUDE&THEM&FROM& YOUR&REMARKETING&AUDIENCE23 SET&IMPRESSION&CAP&TO&AVOID& OVERSATURATING&PROSPECTS24 FURTHER&SEGMENT& EXISTING&AUDIENCES
  • 15. ® 35 OPTIMIZATION& TECHNIQUES ENHANCE(AD&COPY25 A|B&TEST&AD& COPY26 INCLUDE&KEYWORD& IN&DISPLAY&URL27 ENSURE&ALL&ADS&ARE&USING& CALLdTOdACTION&PHRASES28 USE&TRADEMARK&SYMBOLS& ®&™& TO&ESTABLISH&CREDIBILITY&ON&BRANDED&TERMS
  • 16. ® 35 OPTIMIZATION& TECHNIQUES ENHANCE(AD&COPY29 CAPITALIZE&THE&FIRST&LETTER& OF&EACH&WORD30 USE&EXCLAMATION& POINTS!31 CREATE&CUSTOM&LANDING&PAGES& FOR&HIGHdTRAFFIC&TERMS32 ADVERTISE&PRICE& IN&AD&TEXT
  • 17. ® 35 OPTIMIZATION& TECHNIQUES OPTIMIZE(GOOGLE&DISPLAY&NETWORK33 RUN&PLACEMENT&PERFORMANCE&REPORTS(TO(IDENTIFY(AND( EXCLUDE(YOUR(ADS(FROM(SHOWING(ON(POOR`PERFORMING( AND(IRRELEVANT(SITES(IN(THE(GDN.34 ADD&NEGATIVE&KEYWORDS(TO(DISPLAY(CAMPAIGNS(IF(YOU( NOTICE(GOOGLE(SHOWING(YOUR(ADS(ON(GROUPS(OF( IRRELEVANT(SITES(WITH(THE(SAME(THEME35 AD&GROUPS&SHOULD&BE&GRANULAR&AND&CONTAIN&NO& MORE&THAN&6&–&8&KEYWORDS&EACH
  • 18. ® 35 OPTIMIZATION& TECHNIQUES ALL&35&OPTIMIZATION&TECHNIQUES01&Don’t(target(desktops,(mobile(devices,(&( 12(Look(for(new(ad(group(themes(&(ideas. 25(A|B(test(ad(copy. tablets(in(the(same(campaign(–(separate( 13(Implement(Site(Links. 26(Include(keyword(in(Display(URL. them! 14(Implement(Call(Extensions. 27(Ensure(all(ads(are(using(call`to`acXon(02&Create(separate(campaigns(for(broad(&( phrases. exact(match(keywords.(OWen(Xmes,(you(will( 15(Add(Product(Extensions. find(exact(match(keywords(perform(be^er,( 16(Add(LocaXon(Extensions. 28(Use(trademark(symbols(®(™(to(establish( so(you(want(to(have(the(opXon(to(limit(the( credibility(on(branded(terms. 17(NEW&–(Add(Social(Extensions. money(spent(on(broad(match(keywords(and( 29(Capitalize(The(First(Le^er(Of(Each(Word. allocate(as(much(as(possible(to(exact(match. 18(Test(Broad(Match(Modifier(for(branded( campaigns. 30(Use(exclamaXon(points!03&Use(Google(AdWords(segmenXng(tool(to( 19(Try(bidding(on(compeXtor(brand(names(as( 31(Create(custom(landing(pages(for(high` analyze(performance(of(Google(Search(vs.( keywords.((Separate(campaign). traffic(terms. Search(Partners. 20(UXlize(Google(AdWords(Editor(for(bulk( 32(Run(Placement(Performance(Reports(to(04(If(opted(into(the(Google(Display(Network,( changes,(opXmizaXons,(and(new(campaign( idenXfy(and(exclude(your(ads(from( make(sure(it(is(also(in(it’s(own(campaign(as( launches. showing(on(poor`performing(and( performance(will(vary(from(search! irrelevant(sites(in(the(GDN.05(Conduct(Day(of(Week(Analysis. 21(Add(typos(of(main,(high`traffic(terms(using(a( typo(tool:(h^p://tools.seobook.com/spelling/ 33(AdverXse(price(in(ad(text.06(Conduct(Time(of(Day(Analysis. keywords`typos.cgi 34(Add(negaXve(keywords(to(display(07(Conduct(Geographic(Analysis. campaigns(if(you(noXce(Google(showing( 22(Create(audience(of(site(visitors(that(have(08&Find/Add(broad(match(negaXve(keywords. already(converted,(and(exclude(them(from( your(ads(on(groups(of(irrelevant(sites( your(remarkeXng(audience. with(the(same(theme..09(Find/Add(exact(match(negaXve(keywords. 23(Set(Impression(Cap(to(avoid(oversaturaXng( 35(Ad(groups(should(be(granular(and(contain(10(Find/Add(phrase(match(negaXve(keywords. no(more(than(6(–(8(keywords(each. prospects.11(Look(for(ways(to(expand(keywords(within( exisXng(ad(groups. 24(Further(segment(exisXng(audiences.
  • 19. THANK&YOUben@coffeeforless.com ®