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ADSPACE Measurement and Metrics — Shelley Ellis
ADSPACE Measurement and Metrics — Shelley Ellis
ADSPACE Measurement and Metrics — Shelley Ellis
ADSPACE Measurement and Metrics — Shelley Ellis
ADSPACE Measurement and Metrics — Shelley Ellis
ADSPACE Measurement and Metrics — Shelley Ellis
ADSPACE Measurement and Metrics — Shelley Ellis
ADSPACE Measurement and Metrics — Shelley Ellis
ADSPACE Measurement and Metrics — Shelley Ellis
ADSPACE Measurement and Metrics — Shelley Ellis
ADSPACE Measurement and Metrics — Shelley Ellis
ADSPACE Measurement and Metrics — Shelley Ellis
ADSPACE Measurement and Metrics — Shelley Ellis
ADSPACE Measurement and Metrics — Shelley Ellis
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ADSPACE Measurement and Metrics — Shelley Ellis

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  • 1. PANELIST: Shelley Ellis , CEO, Shelley Ellis Consulting Content Targeting
  • 2. Content Targeting Category Negatives What is a Category
  • 3. Content Targeting Category Negatives Examples for Using Category Negatives <ul><ul><li>Fighting with husband/boyfriend – showing sites for fighting colds and for UFC/MMA fighting </li></ul></ul><ul><ul><li>category::Health>>Health Conditions>>Cold & Flu </li></ul></ul><ul><ul><li>and </li></ul></ul><ul><ul><li>category::Sports>>Combat Sports </li></ul></ul><ul><ul><li>Cheating Husband/Boyfriend  - showing sites for how to cheat on video games </li></ul></ul><ul><ul><ul><li>category::Games </li></ul></ul></ul><ul><ul><ul><li>or  </li></ul></ul></ul><ul><ul><ul><li>category::Games>>Video Games>>Cheats & Hints   </li></ul></ul></ul><ul><ul><li>Through Google AdWords: category exclusions > sites </li></ul></ul><ul><ul><li>Through AdWords Editor: campaign negative site </li></ul></ul>
  • 4. Content Targeting  Must Use Reports for AdWords  <ul><ul><li>Placement reports for relevancy, exclusions and for peeling off sites for placement targeting. </li></ul></ul><ul><ul><li>Placement reports for high traffic Enhanced Online Campaigns (EOC's - placement targeting combined with keyword targeting) to make sure ads are being distributed on the right landing pages. </li></ul></ul><ul><ul><li>Ad Copy reports to see which ads appeal to what audience. Looking at two different metrics – CTR and conversions. </li></ul></ul>
  • 5. Content Targeting  Determining Word Count - What Works   Google is designed to make content targeting successful with a few keywords or with the hundreds of keywords that people typically have in their search campaigns already. The difference is in the targeting. With more keywords (20+), you can still see Google trying to target based on the keyword “theme” but there may be more sites to exclude that are not relevant.
  • 6. Content Targeting  Determining Word Count - Optimizing   <ul><ul><li>When mirroring a paid search campaign: </li></ul></ul><ul><ul><ul><li>cull match types (use broad only) </li></ul></ul></ul><ul><ul><ul><li>cull misspellings </li></ul></ul></ul><ul><ul><ul><li>cull long tail keywords </li></ul></ul></ul><ul><ul><ul><li>cull un-necessary variations  (plural, non-plural, ‘ing, etc.) </li></ul></ul></ul><ul><ul><ul><li>goal - keep keywords that are commonly used in blogs, forums, articles, reviews, etc. </li></ul></ul></ul>
  • 7. Content Targeting  Quality Score - Keep the Flow   <ul><ul><li>Keyword theme relates to the ad copy </li></ul></ul><ul><ul><li>Google uses keywords and ad copy to find your relevant audience </li></ul></ul><ul><ul><li>Audience relates to the ad </li></ul></ul><ul><ul><li>Ad carries through to the appropriate landing page.  </li></ul></ul><ul><ul><ul><li>Instead of creating &quot;topic related&quot; landing pages right out of the box, run the campaign about a week and then see which campaigns, AdGroups and ads are getting generating a lot of interest and then use those for testing new pages. </li></ul></ul></ul>
  • 8. Content Targeting - Top 5 Metrics Ideal Positioning - Text Ads   <ul><ul><li>Goal - #3 position </li></ul></ul><ul><ul><ul><li>test higher bids if low traffic at or above position 3 </li></ul></ul></ul><ul><ul><ul><li>lower bids if below position 3 with high spend and no conversions </li></ul></ul></ul><ul><ul><li>Most text ads are shown in groups of 3 </li></ul></ul><ul><ul><ul><li>If your positioning is above 3, you are paying too much.  </li></ul></ul></ul><ul><ul><ul><li>If your position is below 3, you may be missing out on traffic. </li></ul></ul></ul>
  • 9. Content Targeting - Top 5 Metrics Impressions - Too Low   <ul><ul><li>review keyword level quality scores </li></ul></ul><ul><ul><li>review keyword themes (is your AdGroup TOO targeted or is the niche too small) </li></ul></ul><ul><ul><li>review relevancy between keywords and ad copy </li></ul></ul><ul><ul><li>Test results - Added 1 new keyword dense ad to each AdGroup. </li></ul></ul><ul><ul><li>  </li></ul></ul>
  • 10. Content Targeting - Top 5 Metrics Impressions - Too High   <ul><ul><li>Look for keywords that are too broad  </li></ul></ul><ul><ul><li>Review placement reports to see if one or a few sites are generating all the traffic  </li></ul></ul><ul><ul><li>Review data for Site and Category Exclusions </li></ul></ul><ul><ul><ul><li>Page Types </li></ul></ul></ul><ul><ul><ul><li>Media Types </li></ul></ul></ul><ul><ul><ul><li>Topics </li></ul></ul></ul><ul><ul><li>Review demographic data if not excluding social sites </li></ul></ul><ul><ul><ul><li>Campaign Settings > Demographics > Age </li></ul></ul></ul><ul><ul><ul><li>Campaign Settings > Demographics > Gender </li></ul></ul></ul>
  • 11. Content Targeting - Top 5 Metrics Ad Performance   <ul><ul><li>Highest CTR’s </li></ul></ul><ul><ul><li>Highest Conversion rates </li></ul></ul>
  • 12. Content Targeting - Top 5 Metrics Content Relevancy   <ul><ul><li>Placement Reports:  </li></ul></ul><ul><ul><ul><li>Sort by Campaign > AdGroup > Domain.  </li></ul></ul></ul><ul><ul><ul><li>Look for patterns (news sites, social sites, International sites, topic related sites).  </li></ul></ul></ul><ul><ul><ul><li>Is Google doing a good job interpreting your keyword theme and distributing your ads to relevant sites? </li></ul></ul></ul>
  • 13. Content Targeting - Top 5 Metrics EOC Relevancy   <ul><ul><li>Placement Reports:  </li></ul></ul><ul><ul><ul><li>Sort by Campaign > AdGroup > Domain.  </li></ul></ul></ul><ul><ul><ul><li>Look for patterns.  </li></ul></ul></ul><ul><ul><ul><li>Is Google doing a good job interpreting your keyword theme and distributing your ads to relevant pages on the placements you have targeted? </li></ul></ul></ul>
  • 14. Content Targeting  Secrets and Tips   <ul><ul><li>Use Categories in placement targeting </li></ul></ul><ul><ul><li>Use Category negatives </li></ul></ul><ul><ul><li>Use Micro targeted keyword themes </li></ul></ul><ul><ul><li>Use Sub-Categories with Placement Targeting (Marketing.About.com, CNN.com/Health/) </li></ul></ul><ul><ul><li>Use Enhanced Online Campaigns for social sites (MySpace) </li></ul></ul><ul><ul><li>Use Enhanced Online Campaigns for high traffic sites (CNN.com, BusinessWeek.com, ReadersDigest.com) </li></ul></ul>

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