MIMA Summit PPC Workshop- Lisa Raehsler

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Improve your paid search programs performance to increase the bottom-line!

Pay-per-click (PPC) has become inte­gral to a suc­cess­ful online mar­ket­ing strat­egy, but you can’t “set it and forget it.” Lisa will share tips to opti­mize paid search ads on Google, Facebook, and Bing/Yahoo, and show you how to take advan­tage of the options to max­i­mize your campaign’s impact.

Designed for those with PPC cam­paigns who want more advanced strate­gies. We will dis­cuss atten­dees’ real-life chal­lenges and poten­tial solu­tions. Attendees will learn how to track results and stream­line attri­bu­tion to mea­sure results cor­rectly, which adwords fea­tures make a big dif­fer­ence in CTR or etc, secrets for key­word opti­miza­tion straight from Mountain View, how to opti­mize cam­paigns by var­i­ous met­rics, cre­ative tac­tics for ads that increase responses, and budget and bid­ding tricks and tips to get the best ROAS.

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MIMA Summit PPC Workshop- Lisa Raehsler

  1. 1. Workshop: Improve Your Paid Search Program’s Performance to Increase the Bottom-line! Lisa Raehsler SEM Strategy Consultant September 27, 2010
  2. 2. About ME • PPC Marketing for Google, Yahoo/Bing, Social Media, Content Networks • Focus on ‣ Ecommerce ‣ Integration with traditional advertising ‣ Retargeting, behavioral targeting • Managed over 30 different PPC accounts at agencies and client side • Speaking at search conferences: SMX, SES • Certified Google Advertising Professional • MIMA volunteer for 3 years, programming chair • Online marketing and websites since 1997 Presented by: Lisa Raehsler September 27, 2010
  3. 3. About YOU • Assumptions I’ve made about you ‣ You have a PPC account ‣ You are at least beginner level ‣ You want better performance ‣ Your boss wants you come back with some awesome tips ‣ You may need some help recalling the basics or technical details • I’ve provided “cheat sheets” Presented by: Lisa Raehsler September 27, 2010
  4. 4. Agenda • Advertising goals • Account Structure • Keywords • Budgets & Bids • Ads • Targeting • What’s The Deal With Yahoo/Bing Anyway? • Facebook PPC • Tracking It All • What Does It All Mean? • Thanks and contact • Appendix: Cheat Sheets Presented by: Lisa Raehsler September 27, 2010
  5. 5. Advertising Goals • Know what conversion(s) you are measuring ‣ Purchase/Sale (tied to revenue) ‣ Lead (receives a follow up) ‣ Sign-up (for email subscriptions or newsletters) ‣ Page View (users looked at a page on your site) Questions? Presented by: Lisa Raehsler September 27, 2010
  6. 6. Account Structure • Start with Structure • Ensures the correct ad is served • Helps with QS/ costs • Should focus on tight themes • Mirror the website structure Presented by: Lisa Raehsler September 27, 2010
  7. 7. Account Structure •Brand •Product categories •Promotions Awesome •Geo-targeting Computer This is where you set Company your budget! •Product lines/ sub cats •skus •Any smaller segments Products- Campaigns Brand- This is where you link Laptops Acme your ads & keywords! Ultra Adgroups portables 17” Awesome Awesome 12” laptop computer laptop Presented by: Lisa Raehsler September 27, 2010
  8. 8. Look To The Funnel • Searches are always more general when just starting out • Searches get more defined, moving closer to the sale • You need to know this for writing ads too! Questions? Presented by: Lisa Raehsler September 27, 2010
  9. 9. Keywords Best Practices • Keywords are used to trigger your ads • Use 2 or 3 word keywords • Match types and negatives • Related searches • Review query reports and logs • Remove duplicate keywords from account • Include all products from site Presented by: Lisa Raehsler September 27, 2010
  10. 10. Keywords Match Type • Keyword match options determine which searches can trigger your ads to appear • Negative match: -cheap ‣ Ensures your ad doesn't show for any search that includes that term • Broad match: laptop computers ‣ Allows your ad to show on similar phrases and relevant variations • Broad match modifier: laptop +computers ‣ keyword must appear in the user's search exactly or as a close variant, such as misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like "floor" and "flooring"). • 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 Presented by: Lisa Raehsler September 27, 2010
  11. 11. Look To The Funnel New computers Laptop computer Plasma tv Shoe stores Reviews Ratings Compare Comparing comparison Buy / Purchase/ Order Brands Delivery Sale Model #’s Geographic modifiers Presented by: Lisa Raehsler September 27, 2010
  12. 12. Keywords Common Problems • Keywords too general ‣ Typically you’ll see low conversions ‣ Clicks to the site have high bounce rate • Remove anything too general with lots of impressions and low CTR <1% • Match types and negatives • Focus keywords at middle and bottom of funnel Presented by: Lisa Raehsler September 27, 2010
  13. 13. Keywords Common Problems • Need more traffic • Expand keyword strategy- other products, services, business units not currently included? • Ad position, below 3? • Bids ok for first page? • Match types- broaden • Keyword generation- expand ‣ Relevant keyword variations • Capitalize on seasonal opps • Tools (in appendix) Presented by: Lisa Raehsler September 27, 2010
  14. 14. Keywords Common Problems • Need more traffic • Ad position, below 3? • Bids ok for first page? Presented by: Lisa Raehsler September 27, 2010
  15. 15. Keywords Common Problems • Need more traffic • Match types- broaden Phrase match: “Halloween costumes” to • Keyword generation- expand Broad match: Halloween costumes ‣ Relevant keyword variations Use Google’s Keyword Tool to generate ideas Tools > Keyword Tool Presented by: Lisa Raehsler September 27, 2010
  16. 16. Keywords • Need more traffic • Capitalize on Seasonal Opps Presented by: Lisa Raehsler September 27, 2010
  17. 17. Keywords Common Problems • Low Quality Score ‣ Measures how relevant your keyword is • Common problem- can be difficult to resolve • Sort or filter by low QS, no conversions • Keywords in ads • Landing page = keywords • Work on CTR! Questions? Presented by: Lisa Raehsler September 27, 2010
  18. 18. Budgets & Bids Best Practices • Budgets and bids control costs and directly relate to profit • Budgets = campaign • Bids = keywords Total Account PPC Budget/ 30 Days in Month = Daily Budget Daily Budget / # campaigns • Allocate Equal $ to Start • Reallocate for Performance and Click Traffic Presented by: Lisa Raehsler September 27, 2010
  19. 19. Budgets & Bids Common Problems • Bids too high MOST EXPENSIVE KEYWORDS GOOGLE • What does your QS Google Keyword - Max CPC ($): look like? ‣ If good, this may be 1. mesothelimoa $99.44 industry 2. buy structured settlements $79.01 ‣ If Bad, follow tips to 3. asbestos law suits $78.10 improve QS 4. conference calling companies $75.29 • Is it seasonal? 5. annuity loans $72.82 6. pop up display booths $72.53 ‣ Check logs 7. purchasing structured settlement $68.79 8. student loan debt consolidation $68.54 Presented by: Lisa Raehsler September 27, 2010
  20. 20. Budgets & Bids Common Problems • Running out of budget/ not enough budget • Ads should set to show evenly throughout the day • Allocate budget to performance- most profitable • Reallocate from other campaigns • Reallocate based on day • Segment highest clicks Presented by: Lisa Raehsler September 27, 2010
  21. 21. Budgets & Bids Common Problems • Overall ROAS • What does your QS look like? ‣ Optimize to reduce CPC • Allocate budget to performance- most profitable ‣ Check logs • Get rid of anything that doesn’t fit goal cost per conversion ‣ Consider lowering bids • Remember: assisting conversion! ‣ How many times Keyword A was clicked prior to converting on Keyword B Questions? Presented by: Lisa Raehsler September 27, 2010
  22. 22. Ads Best Practices • Ad texts should be written in a compelling way ‣ Messaging consistent with offline • Keywords in ads to make them more relevant (bold) • Unique benefits and/or offer ‣ Free delivery • Call-to-action ‣ Buy now ‣ Sign up today • DKI (dynamic keyword insertion) • Custom URL • Read the editorial guidelines! Presented by: Lisa Raehsler September 27, 2010
  23. 23. Ads Common Problems • 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 Diagnostic tool: ‣ Tools > Ads Diagnostic Tool Presented by: Lisa Raehsler September 27, 2010
  24. 24. Ads Common Problems • Low CTR • Important to raise QS • Ad position, below 3? • Check to make sure there is a very close connection between your keywords and ads • Check best practices for creative • Emphasis on DKI, Offer, CTA • Site Links! Presented by: Lisa Raehsler September 27, 2010
  25. 25. Ad Extentions • Site Links! • Ad extensions expand a standard text ad with one or more lines that provide additional page links • Includes up to four additional page links on qualifying text ads • Need high QS • Tend to show for brand terms Questions? Presented by: Lisa Raehsler September 27, 2010
  26. 26. Targeting Best Practices • Location: countries, states, etc • Languages • Ad scheduling: day, hours • Devices: computers, mobile devices • Use analytics to find out where people are coming from Questions? Presented by: Lisa Raehsler September 27, 2010
  27. 27. What’s The Deal With Yahoo/ Bing Anyway? • Yahoo/Bing “Search Alliance” ‣ Yahoo! and Microsoft core search= 4.4 billion monthly US searches combined ‣ One place to manage campaigns - adCenter (Bing) ‣ One account team - Yahoo!’s ‣ Microsoft will control the algorithmic technologies for organic and paid search results ‣ Both companies will continue with their respective consumer search experiences ‣ Yahoo! ad serving moves to adCenter- begin in mid- Oct, completed by the end of Oct Presented by: Lisa Raehsler September 27, 2010
  28. 28. What’s The Deal With Yahoo/ Bing Anyway? • What to watch ‣ Adjust strategies to new Microsoft features: ‣ http://bit.ly/feature-compare • Recommendations ‣ Expand keyword list with adCenter tools ‣ Yahoo! = 2 match types: standard and advanced ‣ adCenter = 3 match types: exact, phrase and broad ‣ Closely monitor bids- increased competition for keywords will drive up costs ‣ Redistribute budgets: 70/30, 60/40 Questions? Presented by: Lisa Raehsler September 27, 2010
  29. 29. Facebook PPC Best Practices • Excellent for increasing “fans” • Use precise targeting for relevancy ‣ Geo-targeting ‣ Demographics ‣ Likes and interests • Use top keywords from PPC by topics or themes ‣ Also use related themes There’s more! Presented by: Lisa Raehsler September 27, 2010
  30. 30. Facebook PPC Best Practices • Change the creative frequently • Frequent testing- test images first • Ad creative ‣ Messaging should be compelling ‣ Unique benefits and/or offer ‣ Call-to-action • ask for a “like” or “buy online now” ‣ Use an image- people or attention grabbing ‣ Use brand name if branding is the goal ‣ Try a phone number in the ad! Presented by: Lisa Raehsler September 27, 2010
  31. 31. Facebook PPC Common Problems • Performance decline • Ad history plays a factor in delivery • If an ad doesn't perform well FB will display the ad less often • Edit the ad creative • Adjust your targeting- ‣ need more or less? ‣ segments • Raise your bid to be more competitive Questions? Presented by: Lisa Raehsler September 27, 2010
  32. 32. Tracking It All • Google Adwords tracking and Google analytics tracking ‣ You can use either one of these products alone, or use both at the same time -they don’t interfere with each other’s tracking. • Adwords Conversion tracking ‣ Code snippet ‣ Multi-conversion actions ‣ 30 day cookie • Google Analytics ‣ Set-up “goal” actions Presented by: Lisa Raehsler September 27, 2010
  33. 33. Tracking It All • Facebook ‣ View through or click conversions ‣ Can use dynamic tags to track ‘value’ and ‘SKU’ variables • Miscellaneous media ‣ Tracking code append- can measure any online media with Google’s URL builder ‣ http://bit.ly/code-builder http://yoursite.com/landingpage?utm_source=adnetwork&utm_medium=bannerad&utm_campaign=sale Questions? Presented by: Lisa Raehsler September 27, 2010
  34. 34. What Does It All Mean? • Taking it to the next level • Manage PPC daily • Small optimizations can make a big difference- test! • Experiment with new features • Analyze results across systems and take action Questions? Presented by: Lisa Raehsler September 27, 2010
  35. 35. Thank You! Contact: Lisa Raehsler SEM Strategy Consultant Certified Google Advertising Professional raehsler@gmail.com @lisarocksSEM blog: onlinemarketingmavens.com Presented by: Lisa Raehsler September 27, 2010
  36. 36. Appendix: Cheat Sheets Presented by: Lisa Raehsler September 27, 2010
  37. 37. The Search Results Page Paid Search Results (PPC) Organic Search Results Presented by: Lisa Raehsler September 27, 2010
  38. 38. Glossary of Terms SPONSORED SEARCH: Pay-per-click distribution tactic that displays your ads in the sponsored search results at the top, along the side, and across the bottom of search results pages for searches that relate to your keywords. DISPLAY NETWORK OR CONTENT PLACEMENT TARGETING: Pay-per-click or CPM distribution tactic that displays your ads alongside relevant articles such as product reviews, news articles, etc. on the Yahoo and Google distribution network. AD TEXT: The marketing message displayed to prospective customers. An ad contains a title, description, and URL. LANDING PAGE: The page on a web site where one is taken after clicking on a advertisement. While this can be any page, it is often a page designed to expand on the service or product mentioned in the initial advertisement. CAMPAIGN: A campaign contains one or more ad groups sharing the same budget, schedule and geo-targeting criteria. A campaign is created to support a particular marketing goal. KEYWORD: A word or phrase that relates to the products or services you wish to advertise. When prospective customers are looking for information related to what you sell, and they type your keywords into a search box, your ads may be displayed. DYNAMIC KEYWORD INSERTION: An advanced ad text feature that can help make your ad more relevant to a diverse audience. This feature inserts a user's search query into a part of your ad text you choose (even the display URLs). When a user sees an ad with the same term they searched for, they'll be more likely to click the ad. CONVERSIONS: The completion of an action that you value, such as a purchase, registration, or sign-up. IMPRESSIONS: The number of times an ad is displayed in search results or on sites. CLICK-THROUGH RATE (CTR): The number of clicks received divided by the number of impressions generated. Example: An ad that is displayed 100 times and receives 10 clicks has a click-through rate of 10%. AVE CPC: Average cost per click. The average price you paid each time your ad was clicked. QUALITY SCORE: Measure of how relevant your ad, keyword, or webpage is. Ensures the most relevant ads appear to users. Helps lower advertisers’ CPC. ASSIST CLICK: An ad click that contributed to a conversion but wasn’t directly responsible for the sale. ASSIST IMPRESSION: The display of an ad that indirectly contributed to a conversion without being clicked. Presented by: Lisa Raehsler September 27, 2010
  39. 39. Keywords Tools • Google’s Keywood Tool • Google Insights for Search ‣ http://www.google.com/insights • Google Search Suggest ‣ Terms appear when you type in the drop-down box on Google.com • Related Searches ‣ Bottom of search results page in Google Presented by: Lisa Raehsler September 27, 2010
  40. 40. Ad Text Optimization Example Source: Google Presented by: Lisa Raehsler September 27, 2010
  41. 41. A Closer Look at the Ad Auction Ad Position is determined by... Willingness Relevance to pay Ad rank… which Quality Score X Max CPC = denotes ad position Quality Score is determined by a Max CPC is combination of the highest $ factors, including: amount an -Click-through-rate on - Google.com (clicks advertiser is divided by impressions) willing to pay -Keyword and ad text for one click relevance -Landing page quality on their ad Want to learn more, check out this video by Hal Varian, Google’s chief economist: http://adwords.blogspot.com/2009/03/introduction-to-ad-auction.html 41 Presented by: Lisa Raehsler September 27, 2010

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