Background Internet market although perhaps technically not very challenging, is still very new and definitely new in the world of advertising. There will continue to be more technological advances in all aspects of internet marketing. As search marketing evolves, so will the marketing and advertising technologies along with it. As a means of “baselining” current search engine marketing technology, I would like to present to you this present on Search Engine Marketing. The Intent You will be able to build you first Google AdWords campaign at the end of this presentation. I am going to give you both the theory and the practice.
Quote: Therefore PPC is a performance-based advertising technology that directly ties ad spend (cost per click) to customer action (clicking the ad). Direct response marketing is a form of marketing designed to solicit a direct response which is specific and quantifiable. It is direct response marketing because the communications from the customer to the marketer are direct This differentiates it from simple direct marketing in which the communications from the marketer to the customer are direct, but do not allow for instant feedback. factors that often play into PPC campaigns include: the target's interest (often defined by a search term they have entered into a search engine the content of a page that they are browsing) intent (e.g. to purchase or not) location (for geo targeting ) the day and time that they are browsing.
SEO is “free” if you do not take into consideration the opportunity cost of your time, effort and foregone revenue (while you are optimizing) On page factors – title, description, creating and maintaining content Off page factors – notably high quality links (e-zine, relevant site links) Promoting – social bookmarking, social networks (Twitter, Facebook, Digg, Stumbleupon, HubPages) PPC is a pay as you go system and gives immediate results. If a searcher sees a pay per click and clicks on that ad they are ready to buy right now. People do not randomly go about clicking on ads. If someone makes a search and sees your ad in the SERP and clicks on it they are ready to buy. Capitalize on that. PPC clickers are generally ready to buy (unconscious understanding that paid ads are places to purchase stuff) PPC is a pay as you go advertising system PPC is backed by sophisticated analytics to track CTR, and conversion.
When people search, Google Displays advertisements These ads are triggered by search keywords Advertisers that bid have their ads displayed Display order is determined bid price and a “quality score” PLEASE NOTE that outbidding someone else ($1.01 versus $1.00 per keyword string) on Adwords does not necessarily mean you will get the high placement
“ Organic” means naturally occurring traffic resulting from search engine ranking of web assets (blogs, forums, websites, reference sites) Good quality content is: Title is important to include keywords Paid Results are determined by Ad copy – does the ad copy (the text of written Adword) mirror my keywords and does ad address my needs. Relevancy of Keywords – do the keywords of the customer relate at all to the content on the landing page CTR – what is overall CTR history on the campaign in question and across all of your campaigns. Bid Price – obviously how much you bid will determine how well you will be ranked Landing Page Quality – when customer gets to your page do they hit the “back” button (aka “bounce”)
BEST USE OF PPC: Testing Ad Copy variations Test conversions by keywords Promote short term events Test new products / markets
Someone told me that the other word for marketing is TEST
This page is designed to you help you gain a competitive advantage, at a lower cost. Google “ad auction” is designed to maximize Google’s revenue per search First how they maximize revenue? (It is very cool) Some advertisers were trying to get users to fill out surveys to win a free computer. Google does not like ads like that because users do not like ads like that. You can also use the same type of thinking to your own ads on your website when people show up at your website Maximiziing revenue is based on “effective” (predicted) CPM CPM = cost per thousand $1 per click maximum bid x 10% CTR = 10 cents per display, or eCPM of $100.00 To win, you must have the highest eCPM based on maximum bid. Makes sure that your ad is very relevent to the keywords that you are bidding on. Second Price Auction Now the cool part is that if my eCPM is $2.00 and your eCPM is $1.00 But I don’t pay my maximum bid. I pay only an amount equal to what it would cost to match the second place bid. This is called “smart pricing.” All things being equal, the advertiser who TESTS their ads, profits unnaturally well All other things are no equal, but… “ Quality Score” has other components: - Ad creative and keyword match - There are actually TWO quality scores! Not testing your ads assures you that you will be overpaying for ads. If you have noticed that Adwords words are emboldened when the keywords they have typed are included in the ad copy.
Google Quality Score – all about meeting users expectations by being more relevant. Quality Score is calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a user’s search query”. The exact algorithm is more top secret than Colonel Sanders 11 herbs and spices, but here are some ingredients of Quality Score: Algorithm Includes: Click through rate on Google (excluding Content Network) Relevancy of keywords and ad creative Quality and relevancy of domain, landing page and web site Historical account performance (based on CTR across all keywords) As you can see, Quality Score is based both on relevancy and performance. Relevancy is a must-have for account performance. Think of your campaign as one happy family. There has to be a close relationship between the keywords, ads and landing page for the unit to work as a whole. Structure your campaigns with these guidelines in mind: Research and select focused, short and long-tail keywords Segment your keywords into tight, thematical ad groups (remember your ads are created per ad group so the tighter the grouping, the better the ad will be targeted) Compose your ads based on each ad group theme, using relevant keywords within your ad text. Utilize a dynamic landing page for your destination URL, with the search terms included in the URL and throughout landing page itself. Follow the above steps and you’ll be super relevant in the eyes of both search engines and your users. Your Quality Scores will soar and your minimum bids will stay on the right side of sane. Quality Score doesn’t just mean great results for users, you can profit from it as well by harnessing it to slash your PPC costs. For examples, if I bid $1.00 to have my ad appear when someone searches for “link building”. If someone else bids $1.99 for the same search term. IN order for my ad to place first, my quality score needs to be twice as high.
Goal of Keyword Research: to achieve the optimal set of keywords that will maximize your commercial success in promoting your product. Cause or business Note: Keywords are currency of Internet marketing – whether by SEO or paid search.
1. Going to use Google Adword Keyword Tool Google search page – need Google account Search for Keyword Tool Account creation sequence 2. Keyword tool – start with Used Camping T railer Check synonym box Add CPC and Position – what does comp scale mean? Use Exact Match – that is what searchers type and that is what they want Use Notepad as a basket to collect synonomous words 3. Create bigger list including synonomous terms 4. Go to Wonder Wheel Use notepad as a basket to go keyword picking Create a large r list of Keyword Options and pick the best 5. Create even bigger list including LSI terms Could go several more interpretations 6. Save in Excel file
Google Allows you Number of Campaigns Per Account - ? Number of Ad Groups Per Campaign - ? Number of Ad Variations Per Ad Group - ?
Writing a great ad is all about answering the question posed by the searcher’s query – and answering it well. For example, if a user queries a search engine for ‘cheap overseas travel’, what ad is the best response to their query? One headlined ‘Cheap Overseas Travel’ or another titled ‘Travel & Accommodation’. The ad that’s closest to what they want will win the click. So how do you create high-performance ads? Understand your Audience – know who/where they are, why/how they search and what their needs and expectations are so you can better target your ads. Know your Competitors – research what your competitors offer. Be aware what keywords they’re bidding on and what ads they use. Compile strong keyword lists – this is the foundation on which your ads are built. Keywords need to be focused and relevant. Qualify searchers with your ad text – attract customers that are ready to buy, rather than tirekickers. Use eye catching and super relevant headlines – PPC marketing is a competitive arena, so stand out from the crowd! Craft engaging ad text that attracts the user – write text that is benefit-focused, includes users’ search terms, clearly states your offering, and doesn’t abbreviate too much! Make use of search engine features – use geographic targeting and ad scheduling where appropriate. This refines your ad targeting further which can save you a heap of money. Offer Incentives or Promotional Offers – provide incentives to attract customers and distinguish yourself from competition, eg. Free Shipping Worldwide. Include a clear call to action – be clear what you expect them to do, eg. ‘Buy Now’, ‘Sign up Today’. Use correct URLs – test the URLS and make sure they work. The destination URL must match the display URL. Use sentence case in your display URL and include tracking ids in your destination URL. Test your Ads! - Testing is how you find out what’s successful and what’s a dud. Using the results, you can refine your ads and continually improve your CTRs to increase profits and turn around potential losses. Hint: In your campaign settings, set the Ad Serving to Rotate (show ads more evenly), rather than Optimize (display better performing ads more often). This is better for testing purposes as serving your ads evenly gives you a truer indication which ads are performing. http://www.speedppc.com/7-ways-email-course/day-2-writing-ads/ http://www.speedppc.com/7-ways-email-course/day-1-quality-score/
Recommendation: Create at least 2 Separate Headlines and 2 Separate Descriptions Use all combinations of these headlines and descriptions Results in a total of 4 ad variations
Three things to not here: Only 2 advertisements include the keywords “Go Kart Engine” : eBay probably because of using dynamic keyword insertion www.jackssmallengines.com – Specialty supplier – has a very tight niche Only www.GasEngineDirect.com mentions anything about benefits – Free Shipping, Lowest Prices 3. www.SmallEngineWarehouse mentions features that relate to customer’s issues - Thousand of Engines in Stock
The two-fold purpose of a landing page’s existence is to satisfy or exceed (1) your visitor’s expectations and (2) your campaign objectives (eg. sales, subscriptions, etc) To achieve this, the landing page must always deliver on the ‘promise’ in your ads. Keywords, ad text and landing page content should be as closely matched as a pair of shoes. If it falls short, then you’re throwing away an awful lot of money paying for clicks that don’t convert. Your ads can only do so much, they attract visitors then it’s up to your landing pages to close the deal. Imagine coming out the other end of a fast food drive-through with a big, juicy flame-grilled burger that actually looked as succulent as the ad! That’s the feeling you want to give your users, not like the letdown when you end up with a soggy mess that bears no resemblance to the original ad. Your profits are intricately tied in with your landing pages. If you multiplied your conversions still using the same outlay of money, your profits would soar! Deliver up pages that give your visitors value and you’ll have landing pages that convert them into customers. Up goes your return on investment! Try these moves to supercharge your ROI: Other elements: Send your ‘clickers’ to specific, targeted landing pages Appeal to the eye with an attractive, organized page layout Provide relevant and easy to read content (including white space) Issue a clear call to action Provide bonuses or incentives to take action immediately Implement easy and logical site navigation Use simple data forms to capture information Include customer testimonials or other social proof Continually test and refine your landing pages Craft a dynamic landing page template utilizing all these features, and watch it go! By serving up dynamic landing pages, the content is automatically adapted to the search query of the visitor. In other words, they get exactly what they asked for! Giving people what they ask for results in you getting what you’re asking for, be it more sales, more sign-ups, etc. Think of the potential in offering landing pages that ideally suit every keyword you and your visitor can come up with. Whether you’ve got 100 or 100,000 keywords, the money you’re currently losing could be turned into a staggering profit. http://www.speedppc.com/7-ways-email-course/day-3-landing-pages/ The landing page score does not affect your ad ranking , it will affect whether your ad gets displayed at all. It will affect whether your ad will be displayed on the first page of the Google SERP’s . It is death to be on 2 nd or 3 rd page. If you get a message when you are bidding that your bid is not high enough to get on Google’s first page, it probably means that your landing page qaulity is and they give you a score. You can point your ad at any landing page and find out if your competitors landing page quality is any good. Any page that mentions fre computer, will dirty your landing page quality. Start with limited number of keywords. 1, 2, 3, 4, or 5. Work from a starting point of the “open wallet” or highly responsive search. Look for the highly responsive searcher. If someone is looking for Toby Briant Nike Shoes, they are probably going to buy. Open wallet because they put their wallet open before they start searching. One keyword string, one landing page, test ads to increase click through rate. Then you test multiple ads for that keyword string.
Taking it from the top, to enter Google adwords you either need to have a Google account or create a Google account. Whether you do or do not have an account, click the “Sign In” button on the upper right.
If you already have an account enter your e-mail address and password in the box. If not, hit the anchor text saying “Create an account now”
To Create an account Provide your e-mail address Choose a password Re-enter password Provide your country of location – this is very important because even as your first campaign, you will need to geo-target at least at the national level. Do not consider this as supplemental information or try to conceal your location – you will be throwing money away. Type in the captcha letters. Read Google’s Terms of Service and click the letters “I accept Create my account.”
Now just wait for the e-mail confirmation and then click the confirmation link in the e-mail.
Just below the Google Search Bar is some text that says “Business Solutions” – click there.
When you have time, I would suggest that you follow this educational piece about Google AdWords – “Get Started.” Google documents its services very well and will give you much more information that may pertain to your interests. For now, just follow me. Click the link to “Adwords.”
This is the highest level of your Google Adwords Account – Sort of a Dashboard. Provides: Account Status – whether you owe money Lists Active Campaigns All Online Campaigns Keyword Performance – overall best to worst keywords (listed by impressions, clicks or CTR)
If you go to Campaign Summary, it will list all of your campaigns. Your campaign is directly related to your lines of business or product lines. Such as crocheting suppliers, dog training videos, recipe e-books (full line of ethnic cookbooks) or vintage auto parts. Campaign let’s you know about both your search effort and your content effort. Search = Google Adwords Content = Adsense (place ads on other people’s websites, blogs, forums) – see Impariamo.com Provides for the campaign duration indicated: Campaign Status – active and whether search is on or off. Current Daily Budget - what is your average daily ad spend budget Number of Clicks - # times people actually clicked on your ad Number of Impressions – number of times that your ad was served up on a page when a person was searching CTR – Aggregate Click Through Rate = Number of Clicks/Number of Impressions Average CPC – Average Cost Per Click – average price you paid when users clicked on your ad. Cost – gross cost for that campaign Google is branching out into TV and Audio (meaning Radio) campaigns
When advertising on the search network, is advisable to start a campaign with keywords. You can also start with placements (meaning if you had specific places on the content network on which you want your ads to be placed then you would choose that first rather than keywords). Notice that you can only change these parameters at the CAMPAIGN LEVEL, that means that: If you are targeting different products to different geographical markets then it is WAY in your favor to create separate campaigns. Don’t be lazy and create one size fits campaign – YOU WILL BE THROWING MONEY AWAY. Put in Campaign Name – choose something like the product, product line First Campaign Ad Group name – I suggest you use your KEYWORD STRING as the ad group name since ad groups and keyword strings have one-to-one relationship Choose Language(s) Choose Location(s) – make sure to target appropriate to your market Zip City State Country
Headline – include KEYWORDS Description Line 1 – the biggest benefit Description Line 2 – the biggest feature – as viewed from customers’ standpoint Display URL Desintation URL
I assume you have done keyword research and know which keywords have sufficient traffic and the right amount of competition. Ad keywords Include broad match, phrase match and exact match. Unless you are giving something away for free, Add Negative Keyword –free If you want to know other suggestions for keywords to use, you can consult the tool to the right to suggest additional keywords to use. Note that if you load up each ad group with keyword strings that have no relevance to the page they land on, you will get a bad bounce, which in turn will affect your quality score which could jack up your keyword bed price.
At the ad group level is where you set your maximum bid per ad group. It is also the place where you choose the keywords that you will be targeting. How to Make Bid Prices Minimal Higher minimum bid prices are the penalty you pay for not being relevant, ie. poor Quality Score. Quality score was introduced to promote relevancy to users’ search queries. Search engines want you to meet the expectation of their users. Let’s look at ways you can lower your bid costs by raising your Quality Score. START OUT BY USING ½ THE CURRENT MAXIMUM BID PRICE Refine your targeting – use long tail keywords that are relevant to your product offering. Don’t forget the long tail! Long tail search terms generally contain 3 or more keywords. Because they’re more specific, they’re better targeted. Quite often, there is lower competition for these terms, hence the bid costs are lower. Create keyword-centric or themed ad groups. By tightening your ad groups, you can focus the ad creative of those groups to target a particular keyword or theme. Google specifically states that one of the factors Quality Score is calculated on, is how relevant your keyword is to your ad text. Direct your visitors to a relevant URL and matching landing page that continues the relevancy of the search term and ads. http://www.speedppc.com/7-ways-email-course/day-5-bid-costs/
Click on URL to make sure it works.
CHECK YOU CAMPAIGN SETTINGS: Name your campaign – For instance Vintage Auto Parts Daily Budget – what can spend per day. I have started with $ 15 per day. A few things to think about: Will give preference to those advertisers with deeper pockets Do not spend anything more than can afford. Monitor your tightly – at least once per day if not more often Delivery Method – standard (spaced out during the day) or accelerated (used as fast as possible until budget is used) Bidding Type – Maximum CPC - Your maximum cost-per-click (CPC) is the highest amount that you are willing to pay for a click on your ad. THIS MAY LIMIT THE RANKING OF YOUR AD PLACEMENT. Ad group-level CPCs: If you set your maximum CPC at an ad group level , the AdWords system will automatically apply the same maximum CPC to all keywords or placements in this ad group. This is the easiest way to manage your CPCs. Keyword-level or placement-level CPCs: You can also set unique maximum CPCs for each individual keyword or placement in an ad group. You may wish to set keyword-level or placement-level CPCs if you want certain keywords or placements to compete more aggressively for audiences interested in specific products, services, or information. Both ad group-level CPCs and keyword- or placement-level CPCs: You can set individual bids for only some of the keywords or placements in your ad group, and simply let the remaining selections default to an ad group maximum CPC. Bid Optimizer - The Budget Optimizer™ tool automatically adjusts your maximum cost-per-click (CPC) bids on your behalf. All you need to do is set a target budget, and the Budget Optimizer will actively seek out the most clicks possible within that budget. The goal of the Budget Optimizer is simply to help you receive the highest number of clicks possible within your budget. Position Preference - simply means AdWords will try to show your ad whenever it is ranked in your preferred position, and to avoid showing it when it is not. Content Network - Opting in to the content network allows your ad to appear on sites featuring content related to that ad. Using this feature is an easy way to reach a targeted audience across the Web. Ad Scheduling - By enabling ad scheduling in your campaign, you can choose which days in the week and which hours in the day that you'd like your ads to run. Ad Serving – Rotate evenly Ad Serving Options - your ad serving options determine how often we deliver your active ads in relation to one another within an ad group: Optimize (default): The system will favor ads that have a combination of a high click-through rate (CTR) and Quality Score. These ads will enter the ad auction more often. Rotate: Each of your ads will enter the ad auction an approximately equal number of times. Since ads with lower CTRs are then able to show more often, choosing this option might lower your average position and result in fewer relevant clicks. Languages – chose any or all that apply to your market. KNOW WHAT LANGUAGE YOUR CUSTOMERS USE. Locations – EXTREMELY IMPORTANT Make sure you know where your geographical market is. Region, country, state, city zip code.
Internet Advertising for Professionals Frank Dobner Search Engine Marketing - Google Adwords
PPC in Search Results Organic Results (SEO) PPC Ads
More About Paid and Organic Google Search Organic Results Paid Search Results
Results Determined Largely By:
On Page Factors:
Quality of content
Off Page Factors:
Number of quality back links
Results Determined By:
Relevancy of Keywords
Landing Page Quality
Click Results – PPC & SEO Organic (SEO) - 75% of Clicks PPC - 25% of Clicks Source: Marketing Sherpa and Enquiro Research
The Campaign Process Research Keywords Visitors/day per keyword string Research Competitors What is the Adword appeal? Number of competing pages Tracking Campaign Writing Ad Copy Building & Initiating Campaign THE CRITICAL PIECE TEST, TEST, TEST Weed out unproductive ad groups and ad variations
The Google PPC “Equation” Google wants to……………. Maximize Their Profits Note: Google is maximizing its revenue per search So, Google provides internet users the best search and find experience…..so that users search even more Number of Clicks Adwords Bid Price Maximize Google’s Profit X =
Campaign Structure Campaign 2 Ad Group 1 Ad Group 2 Ad Group n …… .. Ad Variation 1 Ad Variation 2 Ad Variation n …… .. Campaign 1 …… .. Product Line Product Ex: New Camping Trailers Ex. Used Camping Trailers Ex. Used Traveler Trailers