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Tim Mayer SES WEST 2011 August 16 th  2011  Activities & Tools To Make Paid Search Campaigns (w/ Focus on SMB) Successful
1. Not Enough Data to Automate Lots of data, can be run algorithmically. Someone on staff full time does PPC. Better tools...
2. Difficulty Creating Long Tail Keywords
2. Keyword Tools <ul><li>Wordstream </li></ul><ul><li>Google (Keyword tool in Adwords) </li></ul><ul><li>Microsoft Adverti...
3. Ad Copy Generation & Testing [Eco Friendly Trash Bags] [Tough to Find Shoe Sizes]
3. Keywords per Adgroup
4. Ad Diversity Spirit Hoods
5. Landing Page Creation & Testing
5. Landing Page Tools <ul><li>Landing Page Creation and A/B Testing </li></ul><ul><li>Unbounce </li></ul><ul><li>Omniture ...
So Much of This Requires Human Effort.. How Do I Do It All? <ul><li>Leverage a Crowdsourcing Platform… </li></ul><ul><li>D...
Crowd Mechanics
Optimizer Profile
Keyword Approval 2654 Keywords created so far
Ad Approval
CPA Screen
Advertiser Mechanics
Case Study: Rainier Law Please note: Data includes period between 4/1/11 to 8/1/11 Before After CPA $14 $10.21 Budget $24,...
Paid Search is a Mix of Art and Science <ul><li>The art requires a lot of human effort: </li></ul><ul><li>Optimization at ...
Thanks! <ul><li>@timmayer </li></ul><ul><li>[email_address] </li></ul><ul><li>http://www.slideshare.net/TradaPaidSearch </...
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Activities & Tools To Make Paid Search Campaigns Successful

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  • One year ago at the SES San Francisco conference I met Niel Robertson the founder of Trada. I was intrigued by the unique approach Niel and Trada were taking to making SMB paid search campaigns successful. This approach is crowdsourcing which is leveraging a crowd of expert optimizers to work on a singlel campaign simultaneously. Today I am going to go through why SMB campaigns are difficult to execute successfully. What you need to do to execute them successfully and some tools to help with these tasks. I will be posting my presentation to the Trada Slideshare site today so you don’ t have to write the tools names down.
  • Small and Medium sized business (3-50K per month) campaigns are difficult to execute successfully because: There is not enough data/spend through the campaign to automate the optimization it No or little expertise in house Businesses have similar performance requirements to higher end campaigns- run on CPA
  • The concept of the long tail is that the volume in the tail added together is larger than the volume in the body Most businesses need to optimize in the body due to volume In the tail: there is less competition and therefore the keywords are less expensive Keywords are lower in the funnel and closer to conversion
  • Wordstream, Google and Bing are the obvious 3 I really like the certified knowledge Geo tool as it is great for local businesses Keyword mixer is great for creating many combinations of keywords and getting a campaign up and running quickly
  • Alignment between the keyword and copy is very important Keyword in scan line was the most important thing to have based on eye tracking by the search engines Tight will lead to a higher CTR and quality score Ad copy generation is very time consuming Create copy segments and mix and match them in testing
  • Alignment between the keyword and copy is very important Keyword in scan line was the most important thing to have based on eye tracking by the search engines Tight will lead to a higher CTR and quality score
  • Make your ad stand out- think differently and take some risks to grab the attention of the searcher
  • Often difficult to create and iterate on landing pages Most SMB don’t have infrastructure to test Need landing pages not home page Needs to be consistent with keyword and ad copy Ideally dynamically generate cop on landing pages per ad group
  • Trada is a crowdsourcing platform where optimizers both cooperate and compete on campaigns Advertisers and optimizers can see how they stack up performance wise both numerically and goal wise Optimizers are paid on performance when they meet the goals of the advertiser
  • Optimizers create keywords, advertisers given full transparency and approves all keywords Leads to much diversity and different thinking
  • Similarly Advertisers also create ads which advertisers approve Metrics are also included with each ad copy to show success
  • This screen shows the performance of the campaign for the advertiser CPA down below and basic metrics such as Clicks, CTR and impression at the top
  • Since this is an eco system we also let advertisers know how they are doing in terms of engaging with their optimizers, setting achievable targets and pricing
  • &amp;quot;My favorite thing is to watch the innovative improvements made to the campaign by the Optimizers which result in the costs decreasing. It amazes me how something which seems so complicated to me, seems to be handled with such ease by them.” - Rob Rainer, Owner Rainer Law Spent a lot of time working on campaign Unsure if PPC was worth it Inconsistent results
  • &amp;quot;My favorite thing is to watch the innovative improvements made to the campaign by the Optimizers which result in the costs decreasing. It amazes me how something which seems so complicated to me, seems to be handled with such ease by them.” - Rob Rainer, Owner Rainer Law Spent a lot of time working on campaign Unsure if PPC was worth it Inconsistent results
  • Transcript of "Activities & Tools To Make Paid Search Campaigns Successful"

    1. 1. Tim Mayer SES WEST 2011 August 16 th 2011 Activities & Tools To Make Paid Search Campaigns (w/ Focus on SMB) Successful
    2. 2. 1. Not Enough Data to Automate Lots of data, can be run algorithmically. Someone on staff full time does PPC. Better tools get them better results. No expertise, no dedicated or part-time person, may be too small for an agency, not enough data to automate. Expertise required. Requires CPA focus. Local, CPC/visitor based only. A more measurable yellow pages.
    3. 3. 2. Difficulty Creating Long Tail Keywords
    4. 4. 2. Keyword Tools <ul><li>Wordstream </li></ul><ul><li>Google (Keyword tool in Adwords) </li></ul><ul><li>Microsoft Advertising Intelligence (Excel based) </li></ul><ul><li>SEM Rush (Competitive Tool) </li></ul><ul><li>Geo Tool (Certified Knowledge) </li></ul><ul><li>Keyword Mixer (Certified Knowledge) </li></ul>
    5. 5. 3. Ad Copy Generation & Testing [Eco Friendly Trash Bags] [Tough to Find Shoe Sizes]
    6. 6. 3. Keywords per Adgroup
    7. 7. 4. Ad Diversity Spirit Hoods
    8. 8. 5. Landing Page Creation & Testing
    9. 9. 5. Landing Page Tools <ul><li>Landing Page Creation and A/B Testing </li></ul><ul><li>Unbounce </li></ul><ul><li>Omniture Test & Target </li></ul><ul><li>Ion Interactive- Live Ball </li></ul><ul><li>A/B Testing </li></ul><ul><li>Optimizely </li></ul><ul><li>Google Web Site Optimizer </li></ul><ul><li>Visual Web Site Optimizer </li></ul><ul><li>Heat Maps/Eye Tracking </li></ul><ul><li>Crazy Egg </li></ul>
    10. 10. So Much of This Requires Human Effort.. How Do I Do It All? <ul><li>Leverage a Crowdsourcing Platform… </li></ul><ul><li>Diversity of Thinking </li></ul><ul><li>Expertise </li></ul><ul><li>Pay for Performance </li></ul><ul><li>Simplified Hiring </li></ul><ul><li>Massive Human Power </li></ul>
    11. 11. Crowd Mechanics
    12. 12. Optimizer Profile
    13. 13. Keyword Approval 2654 Keywords created so far
    14. 14. Ad Approval
    15. 15. CPA Screen
    16. 16. Advertiser Mechanics
    17. 17. Case Study: Rainier Law Please note: Data includes period between 4/1/11 to 8/1/11 Before After CPA $14 $10.21 Budget $24,000 $80,000 Conversion Rate N/A 17% Conversions N/A >3,700
    18. 18. Paid Search is a Mix of Art and Science <ul><li>The art requires a lot of human effort: </li></ul><ul><li>Optimization at Campaign Inception </li></ul><ul><li>Keyword Creation </li></ul><ul><li>Ad Copy Creation </li></ul><ul><li>Ad Diversity </li></ul><ul><li>Landing Page Creation </li></ul><ul><li>Give Crowdsourcing a Try! </li></ul>
    19. 19. Thanks! <ul><li>@timmayer </li></ul><ul><li>[email_address] </li></ul><ul><li>http://www.slideshare.net/TradaPaidSearch </li></ul>
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