AdWords Research, Segmentation, Targeting, Strategies

WorkshopOct. 19, 2009
Elias Dabbaselias@media-supermarket.com

Agenda
Understanding the Market
Understanding Your Web Presence / Business
Making choices decisions on your approach and strategy

We Will NOT Cover
How to setup an AdWords account
Billing / account management
Payments processing
Technical details
Etc…

I.Understanding The Market

Keyword Research
Keyword Tool
Insights for Search
Competition (Organic)
Competition (AdWords)

“Demographics are Dead”
Wunderman Report – “How to Think Digital”

Your Market is…
“Any group of people who are actively researching a product you offer”
Wunderman Report – “How to Think Digital”

Why Keywords?
People search alone usually
Users are not forced to search
Search is not a selection between alternatives it’s an expression of desire

User Intent
Consider the following keywords:
Camera
Digital camera
Digital camera models
Digital camera price comparison
Canon powershot sx20 best deals

Another Example
GPS
GPS navigation
Garmin GPS navigation
Garmin car GPS navigation
Garmin nuvi 660
Buy Garmin nuvi 660

Understanding The Market

Keyword Research
Keyword Tool
Insights for Search

AdWords Keyword Tool

Keyword Tool
Market Analysis (Market Shares)
Consumer Segmentation
Campaign Structure

Market Shares
Quizz:
Which is the most popular car?
BMW, Mercedes, Toyota, Ferrari, Porsche

Enter each keyword and analyze results

Car Brand Market Shares

Deep Diving Into Each Keyword: example (games)

Export the Data

The Art: Spotting Trends / Segments

Segments of ‘Games’

Keyword Research
Keyword Tool
Insights for Search

Insights for Search

Facebook vs. MySpace

Regional Interest

Insights for Search is based on percentages NOT absolute queries…
Queries for a keyword
divided by:
Total queries in country

Keyword Research
Keyword Tool
Insights for Search

Competition – Organic (Natural)

Natural Search Results
Which sites are they visiting when they search?
What is my target audience being offered right now?
Visit those sites and compare what they offer versus what you are offering

Competition – Paid(AdWords)

Sponsored Links
Who am I competing with?
How many competitors are there?
How tough is the competition?
Will I need to revise my targeting strategy?
Use the preview tool

Competition (Paid)AdWords Preview Tool

Understanding The Market (Summary)
Understand two main parties:
Your target audience
a. keyword tool (market shares, user segmentation)
b. insights for search (trends, comparisons)
(both tools will be combined in one soon)
2. The competition
a. natural (organic)
b. paid (AdWords)

II.Understanding Your Site

Types of Websites / Actions
Content Audit
Visual Real Estate Audit
What is Working and What is Not

Types of Websites (Actions)
What do I want my users to DO?

Media / Content
Articles, videos, photos, news, etc…
Usually free content, ad supported
Main goal: maximize time spent on site, increase number of visitors

eCommerce / Transactional
Products, services, subscriptions, etc…
Selling products is the main revenue source
Main goal: maximize sales, avg. order value

Lead Generation
Services / products that can’t be sold on a website (architecture, consulting, real estate)
Qualified leads who contact you become customers
Main goal: maximize leads, minimize cost per lead

User-Generated Content / Interactivity
Users create content and share it, you provide the platform
Created content generates traffic, which makes money depending on your business model
Main goal: maximize content generated, viral marketing

Other Types
Directories
Search engines
Support websites

My Website
What type is it?
How many types of actions do I have?
How do actions differ from section to section?

Understanding Your Site

Content Audit

Content Audit
Get a full audit of articles, pages, products, and all content on the site
Calculate percentages
Compare with the market

The Market vs. Your Website
The Market
My Website’s Content

Your content / products / offering must reflect the market desires and trends

How to Check?
Number of pages for each segment
Number of people dedicated to each segment
Budget allocation
Visual real estate allocation

Content Audit

Navigational items on all pages
Text links
Footer links
Banners for internal advertising (ratios)

Content Audit

Web Analytics (before launching your campaigns)
Where are people spending time on my site?
Which pages are popular?
Which pages are performing better?
What are the most popular actions?

Where to send users
The best performing pages
The most popular sections
Ask them to perform the most successful tasks
Fix underperforming sections/pages/actions before sending users to them

Understanding Your Website (summary)
Determine type of website (lead generation, ecommerce, content, etc.)
Determine specific actions you want people to perform
Perform a content audit
Compare site with market needs and desires
Use analytics to spot the best sections of your site

III.Choices, Decisions, Strategies

Targeting Your Audience
Writing Effective Ads
Performance Measures

Targeting Your Audience
Keywords
Geography
Language
Keyword match type
Time of day / Day of week
Search / search partners
Content: automatic and managed
Devices
Demographics

Geographical Targeting

Language Targeting
Make sure you only target people who will be able to read your content, watch out for languages that use similar scripts
Keywords may have different meanings (e.g. British vs. American English)
Ad text can produce different responses

Keyword Match Types
Broad match: coffee beans
Similar keywords, plurals, variations, synonyms
Coffee bean, great coffee bean shop
Phrase match: ‘coffee beans’
Exact string with other keywords before or after
Coffee beans shop, buy coffee beans, get coffee beans

Keyword Match Types
Exact: [coffee beans]
Will only show ads if and only if the exact string of characters is searched for
Negative: -brazillian
Helps make sure you are eliminating content you don’t have

Time of the Day / Day of the Week

Google Search vs. Search Partners

Content Placement

Devices and Demographics
Devices:
Shows ads on desktops and / or mobile devices with full browsers like the iPhone
Demographics:
Only available on sites that have enabled this

Writing Effective Ads
Ads relevant to
specific keywords
Features
Benefits
Calls to action
Using keywords in ads
Test different landing pages

Ads Relevant to Keywords
Each ad group should be focused on a topic
Ads should communicate messages specifically according to keywords

Benefits
Main point of interest
They are what your product achieves for the user
They are what users care about
Examples: feeling good about themselves (loosing 10kg), feeling safe on the road (air bags), securing a good future for your kids (good ROI on investment plan), etc…

Features
How your product helps me achieve the benefits
Specific evidence about your product
Points of differentiation
Examples: 32” screen, 8MP camera, ABS breaks, real leather shoes, etc…

Calls to Action
Leads user to a specific thing to do
Generates enthusiasm in the moment
Filters users
Examples: register now, buy immediately, signup for our newsletter, share with your friends, join the community, etc…

Using Keywords in Ads
Keywords are highlighted on results pages
Boosts relevancy of ads

Different Landing Pages

Measuring Performance
1,000,000 impressions
10,000 clicks
100
conversions
1%
Click-Thru Ratio
1%
Conversion Rate
Average CPC: $0.10
Total cost: 10,000 x 0.1 = $1,000
Cost per conversion: $1,000 / 100 = $10

Measuring Beyond AdWords
Web Analytics
Compare campaigns
Compare keywords
Compare ad groups
Compare ad position
Compare landing pages

Choices, Decisions, Strategies (summary)
Targeting
Keywords
Geography
Language
Keyword match type
Time of day / Day of week
Search / search partners
Content: automatic and managed
Devices
Demographics
Effective Ads
Ads relevant to
specific keywords
Features
Benefits
Calls to action
Using keywords in ads
Test different landing pages
Measurment
CTR
Cost per conversion
Analytics
Measuring performance after the click

Thank you elias@media-supermarket.com