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Search Marketing for Software Companies

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Transcript

  • 1. #softwareSEM
  • 2. Matt Hessler,Director of Account Management Anna Sawyer, Marketing Manager
  • 3. Does search marketingwork?
  • 4. The Googles and Beyond: testing ad networks
  • 5. Testing search networks is important. Google has about 80% of the overall search market share. But! This means 20% of potential customers are searching for your software and not finding you!
  • 6. Try other networks. Different engines have different demographics. Plus, other search networks may offer clicks for a fraction of the price.
  • 7. To get the best results, advertise on Google, and Yahoo/Bing. Calculate your ROI differently for each engine.
  • 8. Ad copy: grab the right customers
  • 9. Your target customers maynot always be searching forthe terms you use todescribe your software.
  • 10. Tools for researchingvariations on your offer Google Wonder Wheel message testing crowdsourcing
  • 11. Ad copy bestpractices Always use a CTA Include your keyword in the display URL Ask a question
  • 12. Keywords and ad groups:structure your campaign for success.
  • 13. Ad groups Ad groups are the foundation of a successful search marketing campaign.
  • 14. Ad groups Ad groups are collections of ads that share a common set of keywords.
  • 15. Essential practices for ad group structure Keep ad groups very small - 10 keywords is standard. Write multiple ads for each ad group (we suggest 4)
  • 16. Work backwards.Use copy from landingpages to inform adgroup themesBuild your keyword Check everything forlists from your ad relevancegroups
  • 17. Keywords and search terms A search term is a phrase a user types in to a search engine. A keyword is a phrase you add on the back end, that will help a user find your software product.
  • 18. Keywords: three basic match types The match type determines how strictly the search network will match your keywords with a user’s search term.
  • 19. Ads could show for Broad match: any of the following:finance software finance software support finance my software company (competitor) finance software
  • 20. Ads could show for Phrase match: any of the following:“finance software” buy finance software compare finance software finance software for teens
  • 21. Exact match: Ads will only show for:[finance software] finance software
  • 22. Negative keywords Include negative keywords to your campaign to ensure that your ad won’t appear when a searcher types in a certain term.
  • 23. Ad group: Negative keywords:Finance software - free - reviews - teens
  • 24. Negative keywordsmake an ad group more focused. Use the search queries report to brainstorm more negative keywords.
  • 25. Security counts!
  • 26. Consider mentioningsecurity offering in your ad. Free secure download! Verisign/SSL info on the landing page
  • 27. Measure your long-term ROI
  • 28. You probably haveDon’t think of ROI in more steps than that! terms of click/sale. Free trials Downloads Upgrades
  • 29. All major search networks provide you withTrack all conversion conversion codes that canpoints in your sale. help you track these other conversion types.
  • 30. Here’s the summary! Search marketing is an integral part of your overall marketing program.
  • 31. Here’s the summary! You can make it work for you - and you can beat your competitors while paying less.
  • 32. Here’s where we take twominutes to tell you that Tradacan handle all the tricky workof search marketing for your software company...... and it doesn’t cost any more than if you were to do it yourself.
  • 33. Trada has a crowd of over 2,000 certifiedsearch marketing experts who do PPC for you.
  • 34. Multiple experts workon your campaign at the same time. You get: Diversity of thinkingConstant optimizationMultiple ad networks
  • 35. and they’ve run successful search marketing campaigns for software companies before!
  • 36. It’s pay-for-performance. There are NO fees:no startup fees, no management fees. You can get started right away.
  • 37. Time for questions!For more information or to schedule a demo, email anna@trada.com