Ses 2010 hk presentation v2

Advanced Paid Search Tactics By Benjamin Wong Inspire Synergy Limited Co-founder 14 Sep 2010 14:00 HKT SES HK Session 2

Good Start is Half Done

Ad Planning Guide

Ad Group and Keywords ❖ Make sure ad groups are targeted and relevant to the keywords. - better management of keywords - Track the performance based on ad group

Ad Text Planning Guide ❖ Strong call to action ❖ Promotions •Time sensitivity ❖ “Official site” •Awards/recognition ❖ Pricing •Buying cycle ❖ Beneﬁts •Branded terms ❖ Emotional connection •Dynamic keyword insertion ❖ Ask questions

Ads Text ❖ Every Ad Channel allows for multiple ads per ad group - try to go “all in” - try two ads per direction per ad group. i.e. 20 ads per group ❖ Then, after a few weeks, you will see which directions are performing best and you can use that insight to build more ads of that type.

Long Tail Keywords

Make use of Long Tails Keywords ❖ You have the top performers and 'Hero' campaigns. ❖ How about discover new opportunities? Query Mining

Through Keyword Report (Analytics)

Through Search Query Performance Report (Adwords)

A Proﬁtable Long Tail Broad + Negative Broad to get opportunities, Phase Negative to eliminate Exact

Thanks You ❖ Speaker : Benjamin Wong, Inspire Synergy ❖ Email : tkwong@inspiresynergy.com ❖ twitter : twitter.com/tszkan ❖ msn : tszkanwong@hotmail.com ❖ facebook : tszkan.wong@gmail.com ❖ slide is available at blog.inspiresynergy.com

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Ses 2010 hk presentation v2

by inspiresynergy on Sep 13, 2010

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