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Structuring Your Sem Accounts, V4

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The first step in setting up your search marketing account is to write an ad. But what about campaigns and ad groups? Budgets and bid strategies? Keywords? Beginning with an ad may seem ...

The first step in setting up your search marketing account is to write an ad. But what about campaigns and ad groups? Budgets and bid strategies? Keywords? Beginning with an ad may seem counter-intuitive, though it’s the ideal way to start. Before dealing with the peculiarities of search marketing, stick with the fundamentals of all marketing: messages, target audiences, and revenue goals.

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Structuring Your Sem Accounts, V4 Presentation Transcript

  • 1. Structuring Your SEM Accounts
    11.23.09
  • 2. Who We Are
    SECTION TITLE
    Clickable is a platform that makes online advertising simple, instant and profitable. Our purpose is to help businesses survive and thrive by simplifying online advertising success.
    Hanny Hindi
    Clickable Search Marketing Guru
    Matt Mack
    Clickable Search Marketing Guru &
    Assist Account Manager
    11/23/09
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  • 3. Agenda
    SECTION TITLE
    Our Goal Today: To describe how to organize your SEM campaign for simpler management and greater profitability.
    The distinction between campaigns and ad groups.
    Campaign-level settings: targeting, revenue optimization, risk management.
    Ad group-level settings: precise offerings, high Quality Scores, low costs.
    Network-specific issues.
    11/23/09
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  • 4. A Sample Business
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    To keep things simple, we’ll stick with a concrete example: Sal’s Pizza.
    • Sal’s Pizza operates in two locations: Brooklyn, NY and Newark, NJ.
    • 5. Besides delivery, Sal’s sells calzones, soups, salads, and desserts. In addition to retail business, Sal’s offers catering.
    11/23/09
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  • 6. What is Search Engine Marketing?
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  • 7. What are campaigns and ad groups?
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    Campaigns are the highest-level entities in your account.
    Campaigns allow you to manage targeting, revenue goals, and risk.
    A well-structured account won’t have too many campaigns.
    Ad Groups correspond to each of your specific products or offers.
    For the purposes of organizing ad groups, you will need to define your offerings very specifically.
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  • 8. The Structure of an SEM Account
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    (from SEMSunday)
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  • 9. Campaign Settings: Geo-Targeting
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    By setting “geo-targets,” you avoid expenses associated with ads in irrelevant locations.
    Targeting levels:
    • Entire Market
    • 10. Continent
    • 11. Country
    • 12. State/Province
    • 13. Metro Region
    • 14. City
    • 15. Radius, and more
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  • 16. Campaign Settings: Revenue Goals
    SECTION TITLE
    Product types with different revenue potentials should be in their own campaigns.
    In the case of Sal’s, the retail and catering businesses are fundamentally different.
    The retail business is directly related to revenues generated online, for single orders. (Because of the direct revenue, this would be tracked with a “Return on Ad Spend,” or “ROAS” goal.)
    The catering business is generating leads for larger sales. (Lead generation uses a “Cost Per Acquisition,” or “CPA” goal.)
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  • 17. Campaign Settings: Mitigating Risk
    SECTION TITLE
    High-Traffic keywords allow you to cast a wider net, but they introduce two risks:
    High Cost-Per-Click (CPC)
    Heavily trafficked terms (such as “restaurant”) have significant competition, and higher cost-per-click.
    Low Click-Through Rates
    High-Traffic terms are often very generic, and therefore less likely to drive clicks.
    Fewer clicks means a lower Quality Score, and, therefore, higher overall costs.
    High-Risk terms should be in there own campaigns, with lower daily budgets.
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  • 18. Best Practice: Search and Content
    SECTION TITLE
    Search and Content ads are different.
    Search ads have significantly higher CTRs than content.
    Content ads have significantly higher impressions than search.
    They should always be managed separately.
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  • 19. Ad Groups : Keeping Offers Specific
    SECTION TITLE
    For the purposes of your ad groups — the repositories of your keywords, ads, and landing pages — your offers should be described very specifically.
    “Pizza” would be too-broad a category for Sal’s.
    Keyword groups could include …
    pepperoni, pepperoni pizza, pizza with pepperoni, meat pizza
    veggie pizza, vegetable pizza, pizza with vegetables
    … and each of those keyword groups should have specifically targeted ad creatives.
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  • 20. Ad Group Settings: Quality Score
    SECTION TITLE
    Tighter alignment between keywords, ads, and landing pages means more clicks, higher Quality Scores, and lower costs.
    A major determining factor in your Quality Score is the “Click-Through Rate”
    Driving up your Quality Score will drive down your actual bid.
    More relevant ads are not just cheaper, they’re more likely to convert and drive bottom-line revenues to your site.
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  • 21. Summing up…
    SECTION TITLE
    Recap: Proper structure simplifies management and increases profitability.
    Set your audience targets at the campaign level.
    You can use separate campaigns to meet revenue goals and mitigate risks.
    Separate Search and Content campaigns.
    Ad group-level offerings should be extremely precise: 5-keyword ad groups are OK.
    Improving your Quality Score drives up conversions and drives down costs.
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  • 22. Network-specific Complexities
    SECTION TITLE
    Every network has its own taxonomy:
    Geo-Targeting can be set at the ad group or campaign level in Yahoo Search Marketing, or the ad group and campaign level in Microsoft.
    Daily budgets are set at the campaign level in Google and Yahoo, but the ad group level in Microsoft adCenter.
    And so on…
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  • 23. Using Clickable Pro to Simplify SEM
    SECTION TITLE
    Clickable Pro is an online tool that makes search advertising Simple, Instant and Profitable.
    Manage all of your campaigns, across all search networks, in a single, intuitive interface.
    Take action based on recommendations generated by Clickable’s ActEngine (for everything from best practices to bids and budgets).
    Create white-label, customized reports.
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  • 24. Using Clickable Pro to Simplify SEM
    SECTION TITLE
    11/23/09
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  • 25. How to Sign Up for Clickable
    SECTION TITLE
    Simply go to www.clickable.com/signup and try the product free for 15 days.
    If you want more support getting started with search marketing, consider Clickable Assist, our fully-managed solution:
    www.clickable.com/assist
    Or email us: editor@clickable.com
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