Your SlideShare is downloading. ×
Sem for practitioners v.2
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Sem for practitioners v.2

287
views

Published on

Published in: Technology, Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
287
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Pay-per-Click Search Marketing for Practitioners
    1/22/2011
  • 2. Agenda
    Introduction to 360Partners
    Understanding Quality Score
    Factors that improve Quality Score
    Ad copy
    Creating ad groups
    Match types
    Negative and positive keywords
    Landing pages
    Conclusions
    2
  • 3. About Jim McKinley
    Grew up in St. Louis, Missouri
    Graduated with a BA in Business from Baylor University
    Major: Marketing
    Graduated in 1990
    MBA from the University of Chicago
    Serial entrepreneur will skills in marketing
    Currently co-founder and principal of 360Partners
    Personal
    Married and have an 1-year old son
    Enjoy running, playing basketball and traveling
    3
  • 4. Online, direct response ad agency
    Different from a traditional ad agency
    “We do marketing with Excel not Photoshop”
    Specializing in online marketing
    Organic search, pay-per-click search marketing, and display advertising
    Founders have over 10 years experience in online marketing
    Over 35 clients across the United States
    Across a variety of industries
    Founded in 2005
    26 employees
    Located in Austin, TX
    About 360Partners
    4
  • 5. 5
    360Partners has Clients that Span Across Many Industries
    Other clients range from start-ups to Fortune 500 companies
    Deep Experience with Brands and eCommerce
    • Currently working with the Downloads group within Yahoo!
    • 6. Credit card recommendation website
    • 7. Manages online program for traditional not-for-profit universities
    • 8. Partners include Northwestern, Boston University, University of Florida, etc.
    • 9. Largest eyeglasses retailer on the internet
  • Questions for you
    What is your level of experience search engine marketing?
    What do you want to get out of today?
    6
  • 10. Objectives For This Course
    Goal is to teach you some basic theories and strategies about paid search
    Some tactics but that is not the major focus
    Want you to understand the “why”
    Based on understanding the theories, you will be able to evaluate tactics and spot problems
    Not going to try to teach you everything in four hours
    Paid search is like chess – can quickly learn the rules, but it takes a long time to master
    7
  • 11. Agenda
    Introduction to 360Partners
    Understanding Quality Score
    Factors that improve Quality Score
    Ad copy
    Creating ad groups
    Match types
    Negative and positive keywords
    Landing pages
    Conclusions
    8
  • 12. Original Search Engines Used a Straight Auction Model to Determine Ad Rank & Cost per Click
    9
    What issues could this cause?
  • 13. A Few Really Expensive Terms Led Advertisers to Choose Cheaper, Unrelated Keywords
    10
  • 14. Quality Score Is Foundational To PPC Success
    One of Google’s big insights that have changed search
    Quality score is Google’s perception of the relevance of your keyword and ad to the search query
    The higher your quality score, the better your account will perform
    11
    One key to being a successful search marketer is focusing on having a high quality score
  • 15. Quality Score Impacts Three Aspects of Paid Search
    Determines if your keyword is eligible to be a part of the auction for a given search query
    Affects how high your ad will rank
    Helps determine your actual cost-per-click
    12
  • 16.
  • 17. Google Uses Both Maximum CPC Bid & Quality Score to Determine Ad Rank
    14
  • 18. Google’s Quality Score is Calculated From 5 Primary Factors
    The historical click through rate (CTR) of the keyword and ad
    The historical CTR of the account
    The quality of the landing page
    Google’s perception of the relevance of the keyword and ads in the ad group
    Google’s perception of the relevance of the keyword and ad to the search query
    15
    Good search marketing focuses on the levers that improve these factors
  • 19. We Are Going Into Details around Five Topics That Influence Quality Score
    Ad copy
    Ad grouping
    Match types
    Negative and positive keywords
    Landing pages
    16
  • 20. Agenda
    Introduction to 360Partners
    Understanding Quality Score
    Factors that improve Quality Score
    Ad copy
    Creating ad groups
    Match types
    Negative and positive keywords
    Landing pages
    Conclusions
    17
  • 21. Example: Which ad is more effective?
    18
  • 22. Two Key Principals for Successful Pay-per-Click Search Engine Marketing
    Answer the specific question searchers are asking
    Remove any barriers or “friction” that prevent searchers from taking the action you want them to take
    19
  • 23. Answer the Question Searchers are Asking
    20
    … landing page answers the specific question using the searchers language.
    User enters a search query….
    … ad answers the specific question using the searchers language…
    “Men’s Prescription Eyeglasses”
    “Men’s Prescription Eyeglasses for sale”
    “Men’s Prescription Eyeglasses” page of the website
  • 24. 21
    Best Practice Example – EyeBuyDirect.com
  • 25. Key Success Factors in Writing Good Ad Copy
    Answer the question the user is asking
    Use the same language/wording as the searcher
    Address features and benefits to the question the user is asking
    Set proper expectations
    Clients product or service
    What they will be seeing on the landing page
    Include a call to action
    Instruct the user what you want them to do next
    22
  • 26. 23
    Best Practice Example: Set Proper Expectations of What You Want User to Accomplish on Landing Page
  • 27. 24
    Practice: What’s Wrong With These Ads?
  • 28. 25
    Mistake #1: Not Using the Language of Your Searchers
  • 29. 26
    Practice: What’s Wrong With This Search Query?
  • 30. 27
    Mistake #2: Letting Competitors Give Searchers Information about Your Company
  • 31. 28
    Practice: What is Wrong With This Scenario?
  • 32. 29
    Mistake: Setting the Wrong Expectations in Your Ads
  • 33. 30
    Practice: What is Wrong With This Scenario?
  • 34. 31
    Mistake: Not Matching Your Landing Page with Your Ad’s Call to Action
  • 35. Some Tactical Things to Consider When Writing Ad Copy
    Don’t try to filter users via ad copy
    There are exceptions to this
    Make the ad easy to read
    Capitalize Every First Letter of Every Major Word
    Experiment with short benefits – Allows users to see more
    Experiment dropping the www. From the URL string
    Experiment with “bonus” text on Google
    Locations
    Ratings
    Google checkout
    “URL Stuffing”
    Display URL does not have to be the actual URL of the site
    Can experiment “stuffing” an additional feature or benefit
    Numbers and symbols are good
    Attract attention – make you stand out
    Save 50%.... $100’s of savings. Save now – visit us!
    Preference (if applicable) end ad with an “!”
    32
  • 36. Exercise: Create an Ad for Zappos.com
    33
  • 37. Exercise: Create an Ad for Zappos.com
    Cheap nike running shoes
    Nike running shoe sale
    Nike running shoes cheap
    Nike shoes sale
    Cheap nike shoes
    Discount nike shoes
    Nike running shoes sales
    Discount nike running shoes
    Clearance nike running shoes
    Nike running shoes discount
    Nike running shoes on sale
    34
    • Nike running shoes for women
    • 38. Nike running shoes reviews
    • 39. Nike running shoes wide
    • 40. Nike running shoes narrow
    • 41. Running shoes nike
    • 42. Nike running
    • 43. Nike running shoe
    • 44. Nike shoes sale
    • 45. Nikemens running shoes
    • 46. ………. + 15 other search terms….
  • Agenda
    Introduction to 360Partners
    Understanding Quality Score
    Factors that improve Quality Score
    Ad copy
    Creating ad groups
    Match types
    Negative and positive keywords
    Landing pages
    Conclusions
    35
  • 47. Ad Groups are the “Hidden Art” in Paid Search
    Done right, they can give you the platform to write brilliant ad creatives
    Allows you to easily track performance of very specific themes or concepts
    Difficult to do correctly
    Extremely monotonous and time consuming
    36
  • 48. Tightly Themed Ad Groups Allow For Customized Ad Copy & Higher Click-Through Rates (CTR)
    360Partners Observations:
    Ad groups that are small and well structured perform best
    Tightly themed ad groups allow for customized ad copy
    Example Ad Group That is too broad
    37
  • 49. 360Partners Recommends Spending Additional Time Formatting Your Ad Groups Into Tight Themes
    360Partners Best Practice
    Ad Groups should contain 10 – 15 keywords each
    High volume terms should be separated into unique ad groups
    The more granular the ad group, the easier to manage
    Implications:
    Increased visibility into performance
    Higher quality scores, lower costs, higher conversions
    Greater ability to increase volume while maintaining cost efficiency
    38
    Ad Group
    Keywords
    Online Medical Billing
    Medical Billing & Coding
    Medical Billing Services
  • 50. Agenda
    Introduction to 360Partners
    Understanding Quality Score
    Factors that improve Quality Score
    Ad copy
    Creating ad groups
    Match types
    Negative and positive keywords
    Landing pages
    Conclusions
    39
  • 51. Google Utilizes Three Primary Match Types for Keywords
    40
    *Note* Google is experimenting with other variations of match types but these are the basics
  • 52. Example: “Tennis Shoe”
    41
  • 53. Discussion: In What Circumstances Would You Use the Different Match Types
    Exact
    Phrase
    Broad
    42
  • 54. Many “Lazy” Search Marketers Overly Rely on Phrase and Broad Match
    360Partners Observations
    Easy to set up a few keywords and “let Google do the rest”
    Cast a very wide net
    Question
    What are the disadvantages of this strategy?
    Example Analysis of Spend by Match Type
    43
  • 55. Three Major Negative Implications of an Over Reliance of Broad & Phrase Match
    Google limits the number of impressions you will receive for a specific search query
    Example: if you have “running shoes” set to broad match you may only get 30% of the impressions on “Nike running shoes”
    Has a negative impact on quality score
    Ads by definition are less targeted (have lower click through rates)
    Google perceives a lower degree of relevance
    Google rewards those that do the work
    Difficult to track the efficacy of specific search queries
    I.e. if you broad match “tennis shoes” and are matched to 1,000 different variations, which one is performing? Not performing?
    44
  • 56. 360Partners Recommends Most of Your Spend to be Used on Exact Match
    Ideal is
    75% of spend (long term) is on exact match
    May have to use more broad and phrase when you get started
    Use broad and phrase match to catch misspellings, and as a “farm system”
    45
  • 57. Agenda
    Introduction to 360Partners
    Understanding Quality Score
    Factors that improve Quality Score
    Ad copy
    Creating ad groups
    Match types
    Negative and positive keywords
    Landing pages
    Conclusions
    46
  • 58. Search Engines Do Not Always Successfully Match Search Queries With Keywords When Using Phrase and Broad Match
    47
    Why is this bad?
  • 59. Being Matched to the Wrong Search Query Can Hurt Performance
    Drive up costs
    Getting 100’s or 1,000’s of clicks from non-relevant search queries can destroy your budget and returns
    The story of the $20,000 Google pen
    Negatively Impact your quality score
    Click through rate
    Google’s perception of the relevance of your ads
    Google’s perception of the quality of your landing page
    48
  • 60. 360Partners Recommends Seeking to Block Two Types of Search Queries
    High spend, low results search queries
    Terms that are generating a lot of clicks but very few actions or revenue on your website
    High impressions, low click through rate
    Impressions are not costing you money because no one is clicking on your ad
    However, these terms are lowering the click through rate on your account and thus, lowering your quality score
    49
  • 61. Google Allows Search Marketers to Block Search Queries Using Negative Keywords
    50
  • 62. Example: How Negative Matching Types Work
    51
    Source: www.ppchero.com
  • 63. 360Partners Also Recommends Adding Performing Terms Into Your Exact Match Campaigns
    Terms that are producing results or appear to be highly relevant
    Add them to existing ad groups or create new ones
    Excellent way to improve quality score and performance over time
    52
  • 64. Example: Search Query Report
    53
  • 65. Agenda
    Introduction to 360Partners
    Understanding Quality Score
    Factors that improve Quality Score
    Ad copy
    Creating ad groups
    Match types
    Negative and positive keywords
    Landing pages
    Conclusions
    54
  • 66. Discussion:
    How do landing pages impact the performance of your campaign?
    55
  • 67. Principles for Good Landing Page Design
    Skim-able and Scan-able
    Important elements above the fold
    Guide the eye to the point of action
    Limited exit points (i.e. hyperlinks)
    Attention-grabbing headline that answers the question “WIIFM” (What’s in it for me?)
    Clear call to action
    Clear value proposition (What value do you offer, what makes you better than your competitors?)
    Benefit-oriented language (Focus on benefits for the consumer, “We” versus “You”)
    High-quality, relevant images (users often engage best with faces)
    Prominent button with a clear call to action (avoid “submit”)
    Privacy and security assurances
    Match the language on the page to the search query
    56
  • 68. Example of a Quality Landing Page
    57
    Repeats the search query
    Call to action
    “What’s In It For Me”
    Minimal number of fields
    Video, form and button all appear above the fold
    Prominent button
    Page is simple, uncluttered, & easy to digest
  • 69. Bad Example #1: The Overly-Long Form
    58
    Itty, bitty text at the top says nothing about the service. Why should I fill all of this out?
    Call to action is tiny
    Only 4 fields are required – why so many extra fields?
    How do I submit this thing? Oh, there’s the button!
  • 70. Bad Example #2: Word Glut
    59
    Very text heavy. Who wants to read all this? Summarize it in a few points.
    “Learn More” button blends in too much
    What are you supposed to do on this page? Should you click here, or here, or here?
    With a simpler design, a call to action, and a prominent “Learn More” button, the course of action would be clearer
  • 71. Bad Example #3: Too Many Options on the Page
    60
    Page is filled with links: upper navigation links, middle of the page links, right side navigation links. Where do you start?
    Download button gets lost, even though it is brightly colored and animated
  • 72. Bad Example #4: What’s the Benefit?
    61
    This had nothing to do with their business. What do they do exactly?
    This a very generic description of the service. What makes it distinct? What unique benefits does it offer?
    Besides phone number, there is nothing to do on this page. Users will probably exit. They need something to interact with.
  • 73. Bad Example #5: Homepage is the Landing Page
    62
    User must navigate through huge list on the homepage to find their category. Why not direct them to a specific page?
  • 74. Agenda
    Introduction to 360Partners
    Understanding Quality Score
    Factors that improve Quality Score
    Ad copy
    Creating ad groups
    Match types
    Negative and positive keywords
    Landing pages
    Conclusions
    63
  • 75. Summary
    Quality score is one of the foundational elements of good search engine marketing
    Activities and tactics should focus on increasing quality score
    Ad copy that matches user intent
    Tightly themed ad groups
    Match type strategy that allows for success
    Adding positive and negative keywords
    Optimizing landing pages for high conversion rates
    64
    Questions?