A	  Beginner’s	  Guide	  to	  Paid	  Search	  	  Lisa	  Raehsler	  Founder/	  SEM	  Strategy	  Consultant	  Big	  Click	  ...
New York | March 19–23, 2012 | #sesnyAgenda	  –    Search	  Results	  Page	  –    Adver2sing	  goals	  –    Account	  Stru...
New York | March 19–23, 2012 | #sesny The	  Search	  Results	  Page	                               Paid                 Re...
New York | March 19–23, 2012 | #sesnyAdverKsing	  Goals	  –    Know	  what	  conversions	  you	  are	  measuring	        ...
New York | March 19–23, 2012 | #sesnyAccount	  Structure	  	  –      Start	  with	  Structure	  –      Ensures	  the	  cor...
New York | March 19–23, 2012 | #sesny Account	  Structure	     Campaigns:   Brand   Product    categories   Promotions...
New York | March 19–23, 2012 | #sesnyAccount	  Structure	  –    Look	  to	  the	  funnel	  –    Searches	  are	  always	  ...
New York | March 19–23, 2012 | #sesnyKeyword	  Best	  PracKces	  –    Keywords	  are	  used	  to	  trigger	  your	  ads	  ...
New York | March 19–23, 2012 | #sesnyKeywords	  Tools	  –    Google’s	  Keyword	  Tool	  	       –     Keyword	  Ideas	   ...
New York | March 19–23, 2012 | #sesnyKeyword	  Match	  Type	  –    Keyword	  match	  op2ons	  determine	  the	  searches	 ...
New York | March 19–23, 2012 | #sesny Keywords:	  Look	  To	  The	  Funnel	      New computers    Laptop computer    Pl...
New York | March 19–23, 2012 | #sesny Keyword	  OpKmizaKon	  Tips	       Are	  your	  keywords	  too	  general?	         ...
New York | March 19–23, 2012 | #sesnyKeyword	  OpKmizaKon	  Tips	  –    Do	  you	  have	  low	  Quality	  Score?	  	      ...
New York | March 19–23, 2012 | #sesnyKeyword	  OpKmizaKon	  Tips	  –    Create	  various	  filters	  for	       specific	  k...
New York | March 19–23, 2012 | #sesnyBudgets	  &	  Bids	  Best	  PracKces	  –    Budgets	  and	  bids	  control	  costs	  ...
New York | March 19–23, 2012 | #sesnyBudgets	  &	  Bids	  Best	  PracKces	  –    Bidding	  op2ons	           Cost-­‐per-­...
New York | March 19–23, 2012 | #sesnyBudgets	  &	  Bids	  OpKmizaKon	  Tips	  –    Automated	  rules	  can	  help	  to	   ...
New York | March 19–23, 2012 | #sesnyAds	  Best	  PracKces	  –    Ad	  texts	  should	  be	  wriHen	  in	  a	  compelling	...
New York | March 19–23, 2012 | #sesnyAds	  OpKmizaKon	  Tips	  –  Ads	  not	  showing?	        Don’t	  panic!	        Ch...
New York | March 19–23, 2012 | #sesnyAds	  OpKmizaKon	  Tips	  –  Are	  you	  geSng	  a	  low	  CTR?	         CTR	  is	  ...
New York | March 19–23, 2012 | #sesnyAds	  OpKmizaKon	  Tips	  –    Ad	  extensions	  expand	  a	  standard	  text	  ad	  ...
New York | March 19–23, 2012 | #sesnyTargeKng	  Best	  PracKces	  –    Networks	           Search	  	           Google	 ...
New York | March 19–23, 2012 | #sesnyTargeKng	  Best	  PracKces	  –    Loca2on:	  countries,	       states,	  etc	  –    L...
New York | March 19–23, 2012 | #sesnyMobile Targeting Best Practices-  Set-­‐up	  basics	  -  Mobile	  only	  campaigns	  ...
New York | March 19–23, 2012 | #sesnyMobile Targeting Best Practices -  Mobile	  keyword	  research	   -  Adwords	  (keywo...
New York | March 19–23, 2012 | #sesnyMobile Targeting Best PracticesAd	  Placements	                   Ad	  Formats	  - Se...
New York | March 19–23, 2012 | #sesnyRetargeKng	  Best	  PracKces	  -  Reconnect	  with	     consumers	  that	  have	     ...
New York | March 19–23, 2012 | #sesnyRetargeKng	  Best	  PracKces       How	  it	  works	                                 ...
New York | March 19–23, 2012 | #sesnyRetargeting Optimization TipsReaching	  the	  full	  prospect	  list	  •  Google	  Di...
New York | March 19–23, 2012 | #sesnyRetargeting Optimization Tips-  Reaching	  the	  prospect	  list	  -  What	  if	  you...
New York | March 19–23, 2012 | #sesnyRetargeting Optimization Tips-  Reaching	  the	  prospect	  list	  -  Adjust	  the	  ...
New York | March 19–23, 2012 | #sesnyRetargeKng	  OpKmizaKon	  Tips	  -  Reaching	  the	  prospect	  list	  -  Your	  pros...
New York | March 19–23, 2012 | #sesnyRetargeKng	  OpKmizaKon	  Tips	  -  Reaching	  the	  prospect	  list	  -  Increase	  ...
New York | March 19–23, 2012 | #sesnyRetargeKng	  OpKmizaKon	  Tips	  -  Click	  vs	  view	  through	     conversions	  - ...
New York | March 19–23, 2012 | #sesnyTracking	  Best	  PracKces	  –    Google	  Adwords	  tracking	  and	  Google	  Analy2...
New York | March 19–23, 2012 | #sesnyKey	  Take-­‐Aways	  –  Basics	  will	  help	  to	  build	  a	  strong	  account	  – ...
New York | March 19–23, 2012 | #sesnyThank	  You	                     A	  Beginner’s	  Guide	  to	  Paid	  Search	        ...
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Beginners Guide PPC Lisa Raehsler SES NY 2012

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Originally presented at SES NY 2012.
Paid search advertising provides visibility in search engines at a cost-per-click. Every major search engine offers a paid placement program. This introductory session will teach you how to kick-start a successful paid search advertising program and will focus on the critical components of paid search including tips for:

-Keywords
-Ad Copy
-Targeting
- Optimizations to achieve the best results

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Beginners Guide PPC Lisa Raehsler SES NY 2012

  1. 1. A  Beginner’s  Guide  to  Paid  Search    Lisa  Raehsler  Founder/  SEM  Strategy  Consultant  Big  Click  Co.     New  York  |  March  19–23    
  2. 2. New York | March 19–23, 2012 | #sesnyAgenda  –  Search  Results  Page  –  Adver2sing  goals  –  Account  Structure  –  Keywords  –  Budgets  &  Bids  –  Ads  –  Targe2ng  Networks  –  Targe2ng  Mobile  –  Retarge2ng  –  Tracking  Conversions  –  Key  Take-­‐Aways  –  Thanks  and  Contact     @LisaRocksSEM
  3. 3. New York | March 19–23, 2012 | #sesny The  Search  Results  Page   Paid Related People & Pages- G+ Results discoveryOrganicResults
  4. 4. New York | March 19–23, 2012 | #sesnyAdverKsing  Goals  –  Know  what  conversions  you  are  measuring     Purchase/Sale:  2ed  to  revenue     Lead:  receives  a  follow  up     Sign-­‐up:  for  email  subscrip2ons  or  newsleHers     Page  View:  users  looked  at  a  page  on  your  site    You  can  set  up  separate  codes  for  mul2/different  conversion  ac2ons   Be sure to check conversion code implementation.   Next:  Account  Structure   @LisaRocksSEM
  5. 5. New York | March 19–23, 2012 | #sesnyAccount  Structure    –  Start  with  Structure  –  Ensures  the  correct  ad  is   served  –  Helps  with  account  quality   costs  –  Should  focus  on  2ght  themes  –  Mirror  the  website  structure     @LisaRocksSEM
  6. 6. New York | March 19–23, 2012 | #sesny Account  Structure     Campaigns:   Brand   Product categories   Promotions   Geo-targeting This is where you set your budget  Adgroups:  Product lines/ sub cats  skus  Any smaller segmentsThis is where you linkyour ads & keywords! @LisaRocksSEM
  7. 7. New York | March 19–23, 2012 | #sesnyAccount  Structure  –  Look  to  the  funnel  –  Searches  are  always  more  general   when  just  star2ng  out  –  Searches  get  more  defined,  moving   closer  to  the  sale  –  Apply  to  ad  wri2ng  as  well   Too many or disparate adgroups/keywords in one campaign under one budget Next:  Keywords   can cause your account to perform poorly. @LisaRocksSEM
  8. 8. New York | March 19–23, 2012 | #sesnyKeyword  Best  PracKces  –  Keywords  are  used  to  trigger  your  ads  –  Select  the  closest  fiSng  keywords  –  Use  2  or  3  word  keywords,  minimum  –  Match  types  and  nega2ves  –  Check  related  searches,  Google  sets,  or  Adgroup   Ideas  (beta)  –  Review  query  reports  and  web  analy2cs  logs  to   get  ideas  based  on  keywords  currently  driving   traffic  –  Check  for  and  remove  duplicate  keywords  from   account  –  Include  all  products  or  services  from  website   @LisaRocksSEM
  9. 9. New York | March 19–23, 2012 | #sesnyKeywords  Tools  –  Google’s  Keyword  Tool     –  Keyword  Ideas   –  Adgroup  Ideas  -­‐  Beta  –  Google  Insights  for  Search     hHp://www.google.com/insights  –  Google  Search  Suggest     Terms  appear  when  you  type  in  the  drop-­‐down  box  on  Google.com  –  Related  Searches     BoHom  of  search  results  page  in  Google  
  10. 10. New York | March 19–23, 2012 | #sesnyKeyword  Match  Type  –  Keyword  match  op2ons  determine  the  searches  that  can  trigger  your  ads  to   appear  –  Broad  match:  laptop  computers     Allows  your  ad  to  show  on  similar  phrases  and  relevant  varia2ons,  ie.  Desktop  computers  –  Broad  match  modifier:  laptop  +computers       keyword  must  appear  in  the  users  search  exactly  or  as  a  close  variant,  such  as  misspellings,  singular/ plural  forms,  abbrevia2ons  and  acronyms,  and  stemmings  (like  ”computer"  and  ”compu2ng").    –  Phrase  match:  "laptop  computers”  financing     Allows  your  ad  to  show  for  searches  that  include  the  exact  phrase  and  possibly  includes  other  words  as   well  –  Exact  match:  [laptop  computers]     Allows  your  ad  to  show  for  searches  that  match  the  exact  phrase  exclusively  –  Nega2ve  match:  -­‐cheap     Ensures  your  ad  doesnt  show  for  any  search  that  includes  that  term   @LisaRocksSEM
  11. 11. New York | March 19–23, 2012 | #sesny Keywords:  Look  To  The  Funnel    New computers  Laptop computer  Plasma tv  computer stores  Reviews  Ratings  Compare  Best  Buy / Purchase/ Order  Brands  Delivery  Sale  Model #’s  Geographic modifiers @LisaRocksSEM
  12. 12. New York | March 19–23, 2012 | #sesny Keyword  OpKmizaKon  Tips    Are  your  keywords  too  general?     Typically  you’ll  see  low  CTRs  and   conversions   –  Remove  anything  too  general  with   lots  of  impressions  and  low  CTR  <1%     Clicks  to  the  site  have  high  bounce   rate   –  Use  different  match  types  and   nega2ves   –  Focus  keywords  at  middle  and   boHom  of  funnel   @LisaRocksSEM
  13. 13. New York | March 19–23, 2012 | #sesnyKeyword  OpKmizaKon  Tips  –  Do  you  have  low  Quality  Score?       Measures  relevancy  of  your   keyword  –  Common  problem-­‐  can  be   difficult  to  resolve  –  Sort  or  filter  by  low  QS,  no   conversions  –  Keywords  in  ads  –  Landing  page  =  keywords  –  Work  on  CTR!   @LisaRocksSEM
  14. 14. New York | March 19–23, 2012 | #sesnyKeyword  OpKmizaKon  Tips  –  Create  various  filters  for   specific  keyword   condi2ons  –  Review  on  regular  basis   Next:  Budgets  &  Bids   @LisaRocksSEM
  15. 15. New York | March 19–23, 2012 | #sesnyBudgets  &  Bids  Best  PracKces  –  Budgets  and  bids  control  costs  and  directly  relate  to  profit  –  Budgets:  set  at  campaign  level     Budget  can  exceed  the  limits  you  set     Your  total  daily  cost  could  be  up  to  20%  more  than  your  usual  daily  budget     AdWords  prevents  your  campaign  from  overspending  for  the  month  as  a  whole  based  on  a   monthly  charging  limit  –  Bids:  set  at  keyword  level   Steps to set-up your budget: 1.  Total Account PPC Budget/ 30 Days in Month = Daily Budget 2.  Daily Budget / # campaigns 3.  Allocate Equal $ to Start 4.  Reallocate for Performance and Click Traffic @LisaRocksSEM
  16. 16. New York | March 19–23, 2012 | #sesnyBudgets  &  Bids  Best  PracKces  –  Bidding  op2ons     Cost-­‐per-­‐click,  CPC  (search  or  display)     Cost-­‐per-­‐thousand,  CPM  (display)     Enhanced  CPC     –  Automa2cally  adjusts  your  Max.  CPC  bid  up  or  down  for  each  auc2on  to  get  more  conversions  while  maintaining  the   current  CPA     Automa2c  bidding   –  Google  automa2cally  sets  all  of  your  bids   –  You  can  define  a  max  CPC  to  pay     Conversions  op2mizer/  CPA   –  You  bid  using  a  maximum  CPA,  which  is  the  most  youre  willing  to  pay  for  each  conversion   –  Google  automa2cally  adjusts  bids  to  reach  desired  CPA   @LisaRocksSEM
  17. 17. New York | March 19–23, 2012 | #sesnyBudgets  &  Bids  OpKmizaKon  Tips  –  Automated  rules  can  help  to   manage  your  keyword  bids  –  First  page  bids  –  Top  of  page  bids   Next:  Ads  
  18. 18. New York | March 19–23, 2012 | #sesnyAds  Best  PracKces  –  Ad  texts  should  be  wriHen  in  a  compelling  way     Messaging  consistent  with  offline  –  Keywords  in  ads  to  make  them  more  relevant  (bold)  –  Unique  features,  benefits,  and/or  offer     Free  delivery  –  Call-­‐to-­‐ac2on     Buy  now     Sign  up  today  –  DKI  (dynamic  keyword  inser2on)  –  Custom  URL  –  Read  the  editorial  guidelines   @LisaRocksSEM
  19. 19. New York | March 19–23, 2012 | #sesnyAds  OpKmizaKon  Tips  –  Ads  not  showing?     Don’t  panic!     Check  for  an  alert-­‐  make   sure  they  are  approved     Not  an  ad  problem     Budget     Individual  Bids     Use  the  Google  Ads   Diagnos2c  tool:     Tools  >  Ads  Diagnos2c  Tool     @LisaRocksSEM
  20. 20. New York | March 19–23, 2012 | #sesnyAds  OpKmizaKon  Tips  –  Are  you  geSng  a  low  CTR?     CTR  is  important  for  account  quality     Ad  posi2on,  below  3?     Check  to  make  sure  there  is  a  very  close  connec2on  between   your  keywords  and  ads     Check  best  prac2ces  for  crea2ve     Emphasis  on  DKI,  Offer,  CTA     Try  ad  extensions,  sitelinks   @LisaRocksSEM
  21. 21. New York | March 19–23, 2012 | #sesnyAds  OpKmizaKon  Tips  –  Ad  extensions  expand  a  standard  text  ad  with  one  or  more  lines  that   provide  addi2onal  page,  call,  or  product  links  –  Includes  up  to  four  addi2onal  page  links  on  qualifying  text  ads    –  Helps  to  increase  CTR   Next:  Targe2ng   @LisaRocksSEM
  22. 22. New York | March 19–23, 2012 | #sesnyTargeKng  Best  PracKces  –  Networks     Search       Google  Display  Network   @LisaRocksSEM
  23. 23. New York | March 19–23, 2012 | #sesnyTargeKng  Best  PracKces  –  Loca2on:  countries,   states,  etc  –  Languages  –  Ad  scheduling:  day,  hours  –  Devices:  computers,   mobile  devices  –  Use  analy2cs  to  find  out   where  people  are  coming   from   Next:  Mobile   @LisaRocksSEM
  24. 24. New York | March 19–23, 2012 | #sesnyMobile Targeting Best Practices-  Set-­‐up  basics  -  Mobile  only  campaigns  -  Exclude  mobile  from  the  other   campaigns  -  keyword  list  with  shorter  terms  -  Mobile  Landing  page  
  25. 25. New York | March 19–23, 2012 | #sesnyMobile Targeting Best Practices -  Mobile  keyword  research   -  Adwords  (keyword  research  tool)  
  26. 26. New York | March 19–23, 2012 | #sesnyMobile Targeting Best PracticesAd  Placements   Ad  Formats  - Search  engine   - Text  - Mobile  Display  Network   - Image  - Mobile  Apps   - Video  - YouTube   Next:  Retarge2ng  
  27. 27. New York | March 19–23, 2012 | #sesnyRetargeKng  Best  PracKces  -  Reconnect  with   consumers  that  have   previously  been  to  your   site  -  Redirect  your  prospects   back  -  Keeps  your  site  or   product  top  of  mind  -  Mul2-­‐touches  -  Known  to  be  more   effecKve  than  typical   display  due  to  more   qualified  audience   @LisaRocksSEM
  28. 28. New York | March 19–23, 2012 | #sesnyRetargeKng  Best  PracKces How  it  works   Small piece of code placed on advertiser’s site Sets a "cookie" in the users browser Cookie identifies user and instructs the ad network to save website visitors to a retargeting list
  29. 29. New York | March 19–23, 2012 | #sesnyRetargeting Optimization TipsReaching  the  full  prospect  list  •  Google  Display  network,  accepts       image  ads     text  ad       video  •  Create  mul2ple  crea2ve  versions  of   all  sizes  to  maximize  reach.     @LisaRocksSEM
  30. 30. New York | March 19–23, 2012 | #sesnyRetargeting Optimization Tips-  Reaching  the  prospect  list  -  What  if  you  are  not  reaching   your  full  list?    -  To  find  out,  calculate  the  share   of  users  you  are  reaching  -   If  the  percentage  of  users  you   are  reaching  is  low,  you  are   missing  opportunity  In  the  formula,  “5”  represents  the  average  number  of  impressions  per  one  user.   @LisaRocksSEM
  31. 31. New York | March 19–23, 2012 | #sesnyRetargeting Optimization Tips-  Reaching  the  prospect  list  -  Adjust  the  membership   dura2on:  number  of  days   the  cookie  stays  in  the   users  browser  -  Be  sure  this  correlates   with  the  sales  cycle  of  the   product  -  HoHer  prospects  may  be   You will find this setting in the “Audience” more  recent  visitors,  but   tab. a  longer  sales  cycle  will   require  targe2ng  your   audience  for  a  longer   period  of  2me   @LisaRocksSEM
  32. 32. New York | March 19–23, 2012 | #sesnyRetargeKng  OpKmizaKon  Tips  -  Reaching  the  prospect  list  -  Your  prospect  is  already   qualified,  no  need  to  restrict   your  campaign  geographically  -  Remember,  you  want  to  reach   your  users  wherever  they  are   which  can  include  all  countries   and  languages     @LisaRocksSEM
  33. 33. New York | March 19–23, 2012 | #sesnyRetargeKng  OpKmizaKon  Tips  -  Reaching  the  prospect  list  -  Increase  bids  to  appear  in  the  Display  Network  more   frequently    -  Reach  more  users  to  drive  beHer  performance  -  Display  Network  bid  is  set  at  the  ad  group  level-­‐  separate   from  search   @LisaRocksSEM
  34. 34. New York | March 19–23, 2012 | #sesnyRetargeKng  OpKmizaKon  Tips  -  Click  vs  view  through   conversions  -  De-­‐dupe  view-­‐through   conversions  -  Users  who  clicked  on   your  search  ad  in  the  last   thirty-­‐days  wont  be   counted  as  a  view-­‐ through  conversion   “View-through conversion search de-duplication” can be found in the conversion section of the “reporting and tools” tab. Next:  Tracking   @LisaRocksSEM
  35. 35. New York | March 19–23, 2012 | #sesnyTracking  Best  PracKces  –  Google  Adwords  tracking  and  Google  Analy2cs  tracking     You  can  use  either  one  of  these  products  alone,  or  use  both  at  the  same  2me  -­‐ they  don’t  interfere  with  each  other’s  tracking.  –  Adwords  Conversion  tracking     Code  snippet     Mul2-­‐conversion  ac2ons     30  day  cookie  –  Google  Analy2cs     Set-­‐up  “goal”  ac2ons   @LisaRocksSEM
  36. 36. New York | March 19–23, 2012 | #sesnyKey  Take-­‐Aways  –  Basics  will  help  to  build  a  strong  account  –  Manage  PPC  daily  and  try  automa2on  –  Small  op2miza2ons  can  make  a  big  difference-­‐   test!  –  Experiment  with  new  features  –  Analyze  results  across  systems  and  take  ac2on  
  37. 37. New York | March 19–23, 2012 | #sesnyThank  You   A  Beginner’s  Guide  to  Paid  Search     Lisa  Raehsler   Founder,  SEM  Strategy  Consultant   Big  Click  Co.     lisa@bigclickco.com   (612)  424-­‐1SEM   @LisaRocksSEM   www.linkedin.com/in/lisarockssem  
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