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21 Advanced Paid Search Tips You Can Implement Today

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This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City). …

This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City).
Session Description: Improve your current paid search campaigns in Google & Bing by implementing these advanced tips and techniques. Take home checklist provided.

Published in: Marketing

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  • Good afternoon. My name is Tara Walpert Levy and I lead our Ads Marketing team at Google.   It’s funny; I’ve spent most of my career in television and if you had told me five years ago, even three years, ago, how integral the web would become to how we consume video, I wouldn’t have believed it.  I mean, back then, even just a few years ago, you couldn’t reliably load a multimedia page much less an episode of Modern Family. Many of you in this audience may have been a little quicker to catch on than I was.  And most of you at this point likely believe that the revolution that is taking place in media – and in video in particular -- means you have new opportunities to build even stronger relationships with your or your client’s customers. The question of the day – at least it’s the question I wake up with most mornings -- is how.   Right now, I’m sure many of you feel like you’re constantly working to make what you do work for the web. Insert example What we really want to do at Google is to make the web work for you.   So over the next 20 minutes, I’m going to share how we think about making online video work for you from a marketer’s perspective.
  • 20-30% CTR boost for ad ex - 1 > 2 > 3 > E increases
  • Ad copy / keyword performance report

    Ads tab > Segment > Keyword placement
  • Transcript

    • 1. Google Confidential and Proprietary 1 c Google Confidential and Proprietary 1 Advanced Paid Search Tips You Can Implement Today August 11, 2014 Donald Batsford, Jr.
    • 2. Google Confidential and Proprietary 2 c Google Confidential and Proprietary 2 Text Ads Product Ads Text AdsOrganic
    • 3. Google Confidential and Proprietary 3 c Google Confidential and Proprietary 3 ADS
    • 4. Google Confidential and Proprietary 4 c Google Confidential and Proprietary 4 Punctuation For Longer Headlines
    • 5. Google Confidential and Proprietary 5 c Google Confidential and Proprietary 5 {keyword} {Keyword} {KeyWord} Camel Case KeyWord Insertion
    • 6. Google Confidential and Proprietary 6 c Google Confidential and Proprietary 6 Site Links - Ad Extension
    • 7. Google Confidential and Proprietary 7 c Google Confidential and Proprietary 7 Call Extension – Ad Extension
    • 8. Google Confidential and Proprietary 8 c Google Confidential and Proprietary 8 Social Extensions
    • 9. Google Confidential and Proprietary 9 c Google Confidential and Proprietary 9 Google Shopping / Google Merchant Center
    • 10. Google Confidential and Proprietary 10 c Google Confidential and Proprietary 10 Dynamic Search Ads
    • 11. Google Confidential and Proprietary 11 c Google Confidential and Proprietary 11 Tools > Display Ad Builder
    • 12. Google Confidential and Proprietary 12 c Google Confidential and Proprietary 12 KEYWORDS
    • 13. Google Confidential and Proprietary 13 c Google Confidential and Proprietary 13 • Google Keyword Planner • Google Analytics • 3rd Party Tools • SEM Rush • SpyFu Research Tools
    • 14. Google Confidential and Proprietary 14 c Google Confidential and Proprietary 14 • Broad, +Modified Broad, “Phrase”, [Exact] Four Match Types
    • 15. Google Confidential and Proprietary 15 c Google Confidential and Proprietary 15 Standard Negative Keywords • careers • torrents / free • legal • fake
    • 16. Google Confidential and Proprietary 16 c Google Confidential and Proprietary 16 Adgroup Spliting
    • 17. Google Confidential and Proprietary 17 c Google Confidential and Proprietary 17 SETTINGS
    • 18. Google Confidential and Proprietary 18 c Google Confidential and Proprietary 18 Shared Library • Shared Budget • Negative Keywords • Shared Ads • RML
    • 19. Google Confidential and Proprietary 19 c Google Confidential and Proprietary 19 Mobile Bid Adjustment • Campaign > Settings > Devices > Mobile • Up to +400% • call vs click
    • 20. Google Confidential and Proprietary 20 c Google Confidential and Proprietary 20 Campaign Taxonomy / Naming • E.g. - Search, Content, Geo, Labels • US / Display – Campaign Name • US / Search – Campaign Name • UK / Search – Campaign Name
    • 21. Google Confidential and Proprietary 21 c Google Confidential and Proprietary 21 Remarketing Lists
    • 22. Google Confidential and Proprietary 22 c Google Confidential and Proprietary 22 Automated Rules / Conversion Optimizer • Campaigns > Settings > Bid Strategy > Focus On Conversions
    • 23. Google Confidential and Proprietary 23 c Google Confidential and Proprietary 23 Tools > Display Planner
    • 24. Google Confidential and Proprietary 24 c Google Confidential and Proprietary 24 ReportingREPORTING
    • 25. Google Confidential and Proprietary 25 c Google Confidential and Proprietary 25 • Block Internal IPs With Settings > IP Exclusions • Reduces Impressions, Clicks Block IPs
    • 26. Google Confidential and Proprietary 26 c Google Confidential and Proprietary 26 Dimensions > Top Movers
    • 27. Google Confidential and Proprietary 27 c Google Confidential and Proprietary 27 Details > Search Terms > All