3. Agenda
Paid vs. Organic
How to create a paid search campaign
Paid Search for Local Businesses
Other forms of small business online ads
Resources and questions
4. Why paid search?
Results tend to happen fast.
Compared to SEO and Social Campaigns.
You’re on their team.
Advertising funds Google, Bing, and Yahoo.
Organic marketing is a cost center.
Total flexibility and control.
Testing messaging and markets is fast and easy.
10. How search ads work
Every search is an auction
Every advertiser places a bid
Every advertisement is ranked by quality
Ads are ranked by Bid X Quality Score
Pay More Money vs Increase Quality
16. What is high quality?
Quality, well-written, appealing ads
On relevant keywords
That lead to a relevant page
That has a history of success
High quality campaigns have dozens of ads and
few targets
32. Phase 3 - Tracking
Setup Conversion Tracking
Form Completion
Online Purchase
Visit of a key page
Any time you are
making money or
have a chance to
make money-
TRACK IT!
33. Phase 3 - Tracking
Tracking Calls
Phone number in ad!
Click to call in mobile
Javascript number changer on site
37. Phase 4 - Optimization
Use Negative Keywords:
Ex: Adoption –PET Sperm Bank - ‘of America’
–’Whale’
Write many ad variations and test:
“Learn More.” vs “Learn more!”
See search terms
Find out what is actually bringing clicks
38. Use Negative Keywords:
Ex: Adoption –PET Sperm Bank - ‘of America’
–’Whale’
Write many ad variations and test:
“Learn More.” vs “Learn more!”
See search terms
Phase 4 - Optimization
39. Rookie Campaigns
Campaign Ad Group Ad Copy Landing Page
Outcome:
Each person with different needs
sees the same ad and same page.
Results: POOR!
Keywords
40. Pro Campaigns
Campaign Ad Group Ad Copy Landing Page
Outcome:
Each Person Gets a
Customized, cohesive experience
Results: AWESOME!
Keywords
42. Where to advertise
Search Engines – for solving problems
Social Media – for creating relationships
Display – for building branding and recall
Video – emotional impact.
Mobile – for making quick decisions
