Paid search strategy


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Paid search strategy

  1. 1. Paid Search Strategy<br />Presented by Buck Dossey<br />3/26/2011<br />
  2. 2. 30 Second Intro<br />Name: Buck Dossey<br />Home town: Houston, Texas<br />Spent 3 years at Resolution Media developing paid search strategy<br />6 years in online media (IAC,, Yahoo!)<br />Total Computer Nerd: I love writing code and developing websites in my spare time. <br />I also love Pivot Tables.<br />Burnt Orange Blood<br />3/24/2011<br />2<br />Yahoo! Presentation, Confidential<br />
  3. 3. Audience Challenge #1:<br />3/24/2011<br />3<br />Yahoo! Presentation, Confidential<br />What is the earliest story you can remember in your life?<br />
  4. 4. 3/24/2011<br />4<br />Yahoo! Presentation, Confidential<br />My Favorite line I remember: <br />"'When I was working in my laboratory,' Dr. Pasteur said, `I enjoyed the times when I believed in myself. In those days, I didn't always succeed. But even if I didn't, it always felt good to believe that I could.'"<br />
  5. 5. Remembered Without Any Help at All…<br />3/24/2011<br />5<br />Yahoo! Presentation, Confidential<br />
  6. 6. The Point: Being a Great Storyteller Matters in Human Evolution, as well as Your Career’s Evolution<br />3/24/2011<br />6<br />Yahoo! Presentation, Confidential<br />
  7. 7. Audience Challenge #2:What’s the Best Way to Start a Fight at an Ad Agency?<br />Ask what the difference is between Strategy and Tactics.<br />
  8. 8. Strategy = Why<br />3/24/2011<br />8<br />Yahoo! Presentation, Confidential<br />Tactics = How<br />
  9. 9. 3/24/2011<br />9<br />Yahoo! Presentation, Confidential<br />Success in Paid Search means your client has already approved your strategy.<br />The key challenge is to communicate your strategyin a way that resonates with the client and will likely* deliver on client goals.<br />
  10. 10. 3/24/2011<br />10<br />Yahoo! Presentation, Confidential<br />If you want to have a good strategy, you first have to figure out what your story is.<br />
  11. 11. Client Challenge: Sirius XM<br />High Seasonality – 90% in 6 Weeks<br />Client undergoing a dramatic merger and looked to the agency to cut costs and provide marketing strategy<br />Challenge: Develop a Paid Search strategy that will not only capture the huge December volume, but will also eliminate overlap between two distinct brands<br />3/24/2011<br />11<br />Yahoo! Presentation, Confidential<br />
  12. 12. Strategy Development Process<br />Independent Research<br />White board Findings<br />“Idea Pen”<br />Good ideas stand the test of scrutiny<br />Develop a Visual Hook that Represents the Best of Group Ideas<br />3/24/2011<br />12<br />Yahoo! Presentation, Confidential<br />
  13. 13. The Resulting Strategy<br />3/24/2011<br />13<br />Yahoo! Presentation, Confidential<br />Sirius<br />XM<br />Category Terms<br />“Satellite Radio”<br />“Satellite Radio”<br />Brand Terms<br />“Sirius”<br />“XM Radio”<br />
  14. 14. The Resulting Strategy<br />3/24/2011<br />14<br />Yahoo! Presentation, Confidential<br />Combined Funnel<br />Category Terms<br />Brand Terms<br />Rationale<br /><ul><li>Overlap Category Terms = Cost Savings
  15. 15. Brand Terms Preserved</li></li></ul><li>3/24/2011<br />15<br />Yahoo! Presentation, Confidential<br />Tactical Plan<br /><ul><li>Category Terms
  16. 16. Forcefully drive down market CPCs by lowering bids in both accounts
  17. 17. Brand Terms
  18. 18. Dominate Search Results pages with multiple ads and multiple domains
  19. 19. Housekeeping
  20. 20. Clean up accounts
  21. 21. Implement best practices across both accounts (creative, misspellings, etc)</li></li></ul><li>Research Tools – Market<br />3/24/2011<br />16<br />Yahoo! Presentation, Confidential<br />comScoreqSearch<br />Hitwise<br />
  22. 22. Research Tools – Yahoo!<br />3/24/2011<br />17<br />Yahoo! Presentation, Confidential<br /><br />
  23. 23. Research Tools - Microsoft<br />3/24/2011<br />18<br />Yahoo! Presentation, Confidential<br />Microsoft Advertiser <br />Intelligence<br />Microsoft Ad Labs<br />
  24. 24. Research Tools - Google<br />3/24/2011<br />19<br />Yahoo! Presentation, Confidential<br />Insights for Search / Trends<br />Keyword Tool<br />
  25. 25. Competitive Tools<br />3/24/2011<br />20<br />Yahoo! Presentation, Confidential<br /><br /><br />
  26. 26. 5 Tips for Writing Effective Creative<br />3/24/2011<br />21<br />Yahoo! Presentation, Confidential<br />1.) Leverage your brand name<br />2.) Push value propositions<br />3.) Leverage Psychological cues in Display URLs<br />4.) Relevance to Keyword – Be careful with broad match<br />5.) Test and Learn – use even rotation to test which ads have the highest CTR<br />
  27. 27. Effective Creative Writing<br />3/24/2011<br />Yahoo! Presentation, Confidential<br />Keyword: Free Checking Account<br />1.) Leverage brand name<br />2.) Push value proposition<br />3.) Leverage Psychological cues in Display URLs<br />4.) Relevance to Keyword – Be careful with broad match<br />5.) Test and Learn – use even rotation to test which ads have the highest CTR<br />
  28. 28. Tools for Efficiency<br />3/24/2011<br />23<br />Yahoo! Presentation, Confidential<br />Google Adwords Editor<br />Microsoft Advertising adCenter Desktop<br />
  29. 29. Bid Strategies<br />Third-Party Tools like Dart and Kenshoo offer significant advantages to automate bidding<br />Unrealistic goals will kill your campaign. <br />Use with Caution<br />3/24/2011<br />24<br />Yahoo! Presentation, Confidential<br />
  30. 30. Results<br />Dramatically lowered category CPCs <br />Met client goal Cost Per Radio efficiency metric<br />Happy Client during turbulent times<br />Established Client Trust during highly turbulent holiday season<br />3/24/2011<br />25<br />Yahoo! Presentation, Confidential<br />
  31. 31. Search is Media, Too<br />It’s not just keywords, creative, and landing pages<br />The Full media planning cycle applies<br />Warm up to the devil’s advocates<br />Tell a Great Story first, the tactics will follow<br />3/24/2011<br />26<br />Yahoo! Presentation, Confidential<br />
  32. 32. Parting Thoughts<br />Focus on creating a great story first<br />Tactical plan will flow easily once your story is solid<br />Copy the best creative writers, then do it better<br />Use the tools at your disposal – most are free and will make life easier<br />3/24/2011<br />27<br />Yahoo! Presentation, Confidential<br />
  33. 33. Q&A<br />3/24/2011<br />28<br />Yahoo! Presentation, Confidential<br />