Pay-per-Click Search Marketing for Practitioners <br />1/22/2011<br />
Agenda<br />Introduction to 360Partners<br />Understanding Quality Score<br />Factors that improve Quality Score<br />Ad c...
About Jim McKinley<br />Grew up in St. Louis, Missouri<br />Graduated with a BA in Business from Baylor University<br />Ma...
Online, direct response ad agency<br />Different from a traditional ad agency<br />“We do marketing with Excel not Photosh...
5<br />360Partners has Clients that Span Across Many Industries<br />Other clients range from start-ups to Fortune 500 com...
Credit card recommendation website
Manages online program for traditional not-for-profit universities
Partners include Northwestern, Boston University, University of Florida, etc.
Largest eyeglasses retailer on the internet</li></li></ul><li>Questions for you<br />What is your level of experience sear...
Objectives For This Course<br />Goal is to teach you some basic theories and strategies about paid search<br />Some tactic...
Agenda<br />Introduction to 360Partners<br />Understanding Quality Score<br />Factors that improve Quality Score<br />Ad c...
Original Search Engines Used a Straight Auction Model to Determine Ad Rank & Cost per Click<br />9<br />What issues could ...
A Few Really Expensive Terms Led Advertisers to Choose Cheaper, Unrelated Keywords<br />10<br />
Quality Score Is Foundational To PPC Success<br />One of Google’s big insights that have changed search<br />Quality score...
Quality Score Impacts Three Aspects of Paid Search<br />Determines if your keyword is eligible to be a part of the auction...
Google Uses Both Maximum CPC Bid & Quality Score to Determine Ad Rank<br />14<br />
Google’s Quality Score is Calculated From 5 Primary Factors<br />The historical click through rate (CTR) of the keyword an...
We Are Going Into Details around Five Topics That Influence Quality Score<br />Ad copy<br />Ad grouping<br />Match types<b...
Agenda<br />Introduction to 360Partners<br />Understanding Quality Score<br />Factors that improve Quality Score<br />Ad c...
Example: Which ad is more effective?<br />18<br />
Two Key Principals for Successful Pay-per-Click Search Engine Marketing<br />Answer the specific question searchers are as...
Answer the Question Searchers are Asking<br />20<br />… landing page answers the specific question using the searchers lan...
21<br />Best Practice Example – EyeBuyDirect.com<br />
Key Success Factors in Writing Good Ad Copy	<br />Answer the question the user is asking<br />Use the same language/wordin...
23<br />Best Practice Example: Set Proper Expectations of What You Want User to Accomplish on Landing Page<br />
24<br />Practice: What’s Wrong With These Ads?<br />
25<br />Mistake #1: Not Using the Language of Your Searchers<br />
26<br />Practice: What’s Wrong With This Search Query?<br />
27<br />Mistake #2: Letting Competitors Give Searchers Information about Your Company<br />
28<br />Practice: What is Wrong With This Scenario?<br />
29<br />Mistake: Setting the Wrong Expectations in Your Ads<br />
30<br />Practice: What is Wrong With This Scenario?<br />
31<br />Mistake: Not Matching Your Landing Page with Your Ad’s Call to Action<br />
Some Tactical Things to Consider When Writing Ad Copy<br />Don’t try to filter users via ad copy <br />There are exception...
Exercise: Create an Ad for Zappos.com<br />33<br />
Exercise: Create an Ad for Zappos.com<br />Cheap nike running shoes<br />Nike running shoe sale<br />Nike running shoes ch...
Nike running shoes reviews
Nike running shoes wide
Nike running shoes narrow
Running shoes nike
Nike running
Nike running shoe
Nike shoes sale
Nikemens running shoes
………. + 15 other search terms….</li></li></ul><li>Agenda<br />Introduction to 360Partners<br />Understanding Quality Score<...
Ad Groups are the “Hidden Art” in Paid Search<br />Done right, they can give you the platform to write brilliant ad creati...
Tightly Themed Ad Groups Allow For Customized Ad Copy & Higher Click-Through Rates (CTR)<br />360Partners Observations:<br...
360Partners Recommends Spending Additional Time Formatting Your Ad Groups Into Tight Themes<br />360Partners Best Practice...
Agenda<br />Introduction to 360Partners<br />Understanding Quality Score<br />Factors that improve Quality Score<br />Ad c...
Google Utilizes Three Primary Match Types for Keywords<br />40<br />*Note* Google is experimenting with other variations o...
Example: “Tennis Shoe”<br />41<br />
Discussion: In What Circumstances Would You Use the Different Match Types<br />Exact<br />Phrase<br />Broad<br />42<br />
Many “Lazy” Search Marketers Overly Rely on Phrase and Broad Match<br />360Partners Observations<br />Easy to set up a few...
Three Major Negative Implications of an Over Reliance of Broad & Phrase Match<br />Google limits the number of impressions...
360Partners Recommends Most of Your Spend to be Used on Exact Match<br />Ideal is<br />75% of spend (long term) is on exac...
Agenda<br />Introduction to 360Partners<br />Understanding Quality Score<br />Factors that improve Quality Score<br />Ad c...
Search Engines Do Not Always Successfully Match Search Queries With Keywords When Using Phrase and Broad Match<br />47<br ...
Being Matched to the Wrong Search Query Can Hurt Performance<br />Drive up costs<br />Getting 100’s or 1,000’s of clicks f...
360Partners Recommends  Seeking to Block Two Types of Search Queries<br />High spend, low results search queries<br />Term...
Google Allows Search Marketers to Block Search Queries Using Negative Keywords<br />50<br />
Example: How Negative Matching Types Work<br />51<br />Source: www.ppchero.com<br />
360Partners Also Recommends Adding Performing Terms Into Your Exact Match Campaigns<br />Terms that are producing results ...
Example: Search Query Report<br />53<br />
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Sem for practitioners v.2

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

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