Intro to Paid Search - SES Chicago 2011

Introduction to Paid Search @Mel66

Where Else Can You…• Market to customers while they’re researching your product• Only pay when someone is interested in your ad• Test your ad copy and landing pages in real time• Learn how people talk about your product or service• Quickly drive sales at a positive ROI @Mel66

Paid Search Can Do That! @Mel66

Is Paid Search Right for You?Direct marketingTestingInforming other marketingQuickly driving traffic & conversion volume @Mel66

Great! I’m Sold! @Mel66

Before You Do Another Thing… Determine business goals first @Mel66

Tips for Successful Goal Setting • Goals should be measurable – Conversion tracking • Goals should help your business grow – i.e. not just traffic • Goals should be achievable – Do you have the infrastructure in place? Can your website fulfill the ad promise? @Mel66

Glossary• Impressions• Clicks• Conversions @Mel66

Glossary• Campaign• Ad Group• Keywords• Search query @Mel66

Keyword Research1. Brainstorm designer jeans buy designer jeans deals on designer jeans designer jeans online designer jeans that fit @Mel66

Keyword Research2. Use a keyword tool: https://adwords.google.com/select/KeywordToolExternal @Mel66

Keyword Research Keyword3. Remove irrelevant terms designer jean brands design jeans jeans that fit plus size designer jeans cheap designer jeans designer clothes new designer jeans designer jeans for women white jeans design jeans online seven jeans designer jeans womens 7 for all mankind jeans buy designer clothing lee jeans jeans on sale jeans sale flare jeans designer denim jeans @Mel66 boyfriend jeans

Keyword Research4. Segment relevant terms & organize into ad groups @Mel66

Keyword Match TypesExact Match: Triggers ads only when the search queryexactly matches the keyword[designer jeans]Will only appear for that exact query @Mel66

Keyword Match TypesPhrase Match: Triggers ads when the search queryincludes the keyword phrase in word order“designer jeans”May appear on searches for: black designer jeans designer jeans size 10 women’s designer jeans where can I buy designer jeans cheap @Mel66

Keyword Match TypesBroad Match: Triggers ads when the search queryincludes the keyword phrase in any order, as well as onsimilar phrases and relevant variationsdesigner jeans levis jeansMay appear on searches for: designer shoes jean jackets true religions joes jeans cheap jeans what designer makes lucky brand jeans @Mel66

Keyword Match TypesModified Broad Match (Adwords only): Triggers ads whenthe search query includes certain words within a keywordphrase+designer jeans designer true religions jeansMay appear on searches for: buy jeans from famous designers But not for: levis jeans cheap jeans jean jackets @Mel66

Keyword Match TypesNegative Match: prevents your ad from showing onqueries including the negative term or phraseEliminate brands you don’t sell: -lee -american eagle -levis And low-conversion potential: -free -cheap -used @Mel66

Keyword Match Types @Mel66

Ad CopyReview your ad groups & keywords: what is the goal of each adgroup? @Mel66

Ad CopyWrite the call to action first @Mel66

Ad CopyResearch the competition – perform a few searches @Mel66

Ad CopyDetermine your USP Unique Selling Proposition @Mel66

Ad CopyBy the way, these AREN’T USPs: FedEx - The World On Time. Nike - Just Do It. De Beers - A Diamond Is Forever. Miller Lite - Great Taste, Less Filling. Ford Motor Co. - Drive One. @Mel66

Ad CopyStart writing your ads Why should someone click? Sense of urgency Include numbers – i.e. price Include keywords Write at least 2 ads per ad group @Mel66

Ad Copy 25 35 35 @Mel66

Ad CopyGood Ad CopyBad Ad Copy @Mel66

Choosing a Landing PageMust be relevant to the search query! @Mel66

Choosing a Landing PageQuery = “womens seven designer jeans”Bad landing page: @Mel66

Choosing a Landing PageQuery = “womens seven designer jeans”Better landing page: @Mel66

Choosing a Landing PageQuery = “womens seven designer jeans”Ideal landing page: @Mel66

Account Setup• Daily Campaign Budget• Billing and Currency Settings• Account time zone• Ad Distribution – Geography• Campaign Language• Ad Distribution• Ad Rotation @Mel66

Account SetupKey Setting #1: Daily Campaign Budget – never more than you can afford and are willing to spend per day @Mel66

Account SetupKey Setting #2: Networks – Google and Search Partners Only! WRONG! @Mel66

Account SetupKey Setting #3:Ad Rotation – Rotate Ads More Evenly WRONG! @Mel66

The Big Scary Quality Score Quality score “looks at a variety of factors to measure how relevant your keyword is to your ad text and to a users search query.” If you follow the method I’ve outlined so far, you’ll have a good chance at good quality scores. @Mel66

Bid ManagementTop Tips for Effective Bid Management: • Keep it simple • Don’t bid more than you can afford @Mel66

What Are We Getting Out Of This?Measure everything with conversion tracking @Mel66

What Are We Getting Out Of This? Evaluate with analytics – some are free! FREE! @Mel66

Social PPC: Opportunity For the Right Advertisers @Mel66

Facebook Ads• Good for building fan base• Can work for other activities (lead gen, ecommerce, etc.) as long as visitors stay on FB• Read “Killer Facebook Ads” by Marty Weintraub: http://killerfbads.com/ “Now that you’ve had the wow-that’s-dry-stuck-in-your-throat hors d’oevres, it’s time for the caviar, baby. (I don’t know about you, but I’m rocking out to “Black Cat” by Janet Jackson for this section.)” @Mel66

LinkedIn Ads• Ads for jobs & professional services that are highly targeted to professions can work well• Can be effective driving conversions off LinkedIn to an optimized landing page• Read “6 Tactics for Awesome ROI on LinkedIn Ads” article on Search Engine Watch by Joe Kerschbaum: http://searchenginewatch.com/article/2113351/6-Tactics-for-Awesome-ROI-on-LinkedIn-Ads @Mel66

TakeawaysPPC is more than a few keywords and acredit card: plan, track, test @Mel66

TakeawaysYou must plan ahead! It will be worth it… @Mel66

Resources• PPC Basics Series, Web Marketing Today: http://www.wilsonweb.com/paid- search/mackey-ppc-mix1.htm• Adwords Beginner’s Guide: http://adwords.google.com/support/aw/bin/static.py ?hl=en&page=guide.cs&guide=21899• Microsoft adCenter Training Guide: http://advertising.microsoft.com/small- business/support-center/training- accreditation/adcenter-training @Mel66

Melissa Mackeymmackey@fluencymedia.com @Mel66

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Intro to Paid Search - SES Chicago 2011

by mmackey on Nov 23, 2011

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Intro to Paid Search - SES Chicago 2011 Presentation Transcript