59,3% of Internet Spend is Search in the UK. Media fragmentation is a reality that is increasing daily USA 2008: 7 broadcast networks, 95 cable networks, 19149 magazines, numerous paper and radio as well as 110 million websites – the traditional a of push marketing is getting harder Search is the only channel to truly understand customer intent The user is telling you what he is looking for and will click on your ad if it is relevant And will interact with the site if the content matches the users need
Make it a travel search, travel out of Google.co.uk and show maps – show how paid search is taking over. Highlight Universal Search. Inbound traffic – USA, UK and Western Europe. biggest markets to South Africa – use search to research products, make choices of who they want to transact with. Natural Search will be leading players expedia, opodo etc – you are found in paid for search. Use Jonathan’s stats.
Relevant Keywords: Accurately reflect products/services being offered Match what your audience is looking for by using exact match. Travel campaigns have large keyword sets based upon variables within travel like ‘luxury’, ‘self-catering’, ‘allows pets’ – these are all different keywords; require different adtext and need different landing pages as they are all different products.
Match keywords to search queries to enable targeted ad text that mentions the search term and sends the user to a specific destination page.
Keyword: Don’t accurately reflect products/services being searched for. Don’t match what is being searched for because the adtext is triggered by an expanded broad matched keyword. Does not target the Cape Town visitor, and is too general a keyword. Adcopy doesn’t mention: Cape Town Any special deals Any specifics about the Guest Houses.
Landing page doesn’t mean anything about: Cape Town Any special deals Any specifics about Guest Houses...in fact they are a hotels site!
Broad Reach the widest audience More expensive and lower quality than the exact
Exact The highest relevancy Save Money: Exact Match types are the cheapest way to match your ads to consumer searches The most precise method for matching keywords to ads and to landing pages. Therefore: Best Quality score as you know the user intent therefore you can include keywords in your adcopy and ensure best available landing page to increase conversions.
Understanding Paid Search: The Essential Guide
Clicks2Customers - Specialist Provider <ul><li>Industry leader in Paid Search Marketing </li></ul><ul><li>Founded in 2003 by Vinny Lingham. </li></ul><ul><li>Shareholders include Oppenheimers; Shuttleworth </li></ul><ul><li>Headquartered in Cape Town with 46 staff. </li></ul><ul><li>Clicks2Customers Awards: </li></ul><ul><li>Clicks2Customers has been acknowledged as a leader in its field: </li></ul><ul><li>Business Day Technology Top 100 - Minister’s Award for Overall Excellence </li></ul><ul><li>CJ Horizon Award for Global Vision (Previous winner - eBay) </li></ul><ul><li>Graeme Lipschitz – Head of Gauteng Region </li></ul><ul><li>2006: Joined Google UK in the Travel Vertical. </li></ul><ul><li>Established as lead account strategist on clients including: TUI, Expedia, Lastminute.com and First Choice (Top 5 Spenders: up from $20m/quarter) </li></ul><ul><li>2008: Joined Google South Africa. </li></ul>
Where Are We Today…and Where Are We Going? 1995 2009 2050 ? $ Driven by Search! Digital Media Non-Digital Media Today
Take the user on a journey to your site Google search for ‘ guest houses in cape Town’ Relevant adcopy Links to relevant content page
Advertising for users, not to users CPC – Cost per Click CTR – The ratio of the number of times an ad is clicked divided by the number of times an ad is viewed (Impressions) Max Bid AdWords is based on an auction designed to reward relevance
How do I create an effective AdWords campaign? Targeted Ad Higher Clickthrough Rates More Qualified Leads Better Conversions Good User Experience Relevance is the key to a successful AdWords campaign
Targeted Ad *(1) leads to Good User Experience*(2)
Get Insight into Keyword Performance Campaign Account Ad Group Keywords : Holiday, Holidays, [Holiday], [Holidays] Ad Text 2 keywords in ad group, both on Broad and Exact match … … c.60,000 expansions from the Broad match keywords! 64% of spend came from clicks on expanded match This leading travel client ran a Search Query Performance Report for their campaign: This report helped to identify specific queries that had triggered ad text These could then be added as keywords to the ad groups, or filtered out as negatives Why
Optimization is the Key Current Google: UK, USA and Aus, Ireland, Europe, SE Asia Clicks2Customers Jan – March 2009 Number of Keywords 50 000+ Ave Cost per Click 4.20 Inbound Tour Operator – Global Campaign Previous non C2C Campaign Jan to July 2008 Number of Keywords Less than 1000 keywords Ave Cost per Click Approximately R26 Google only: UK, USA and ROW Initial C2C Launch Sept to Dec 2008 Number of Keywords Approximately 5 500 Ave Cost per Click Approximately R10 Grow Keyword base: Exact match over 70% Clicks2Customers Jan – March 2009 Number of Keywords 32 721 Ave Cost per Click R6.11