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Paid Search Strategies


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Learn how to create a powerful search engine marketing strategy using paid search (pay-per-click advertising) with vendors such as Google AdWords, Bing AdCenter and Facebook Ads. Presented by SEM …

Learn how to create a powerful search engine marketing strategy using paid search (pay-per-click advertising) with vendors such as Google AdWords, Bing AdCenter and Facebook Ads. Presented by SEM Expert Steve Wiideman via

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  • 1. Paid Search Strategies
    Steve Wiideman
  • 2. About Steve Wiideman
    Corporate Search Marketer for Disney, Expedia, & Ticketmaster companies
    Consultant & resource for brands such as Skechers, RingCentral, and Flirt
    Search Google for “SEO Expert”
    Authored 3 FREE eBooks, downloadable at
  • 3. Steps to a Successful SEM Campaign
    Select the appropriate search vendor
    Decide on the best SEM approach (the SEM dilemma)
    Use industry standard tools for keyword research
    Hire awesome writers who really know your product
    Construct your campaigns and ad groups using client-side tools
    Try to optimize 1-3 landing pages for each ad group
    Use extensions when appropriate
    Monitor, optimize, repeat
  • 4. Why Bother with Paid Search?
    You can experiment with just about any keyword you can imagine and appear for all of them simultaneously
    You’ll learn what keywords to start with on SEO
    You’ll be able to experiment with landing pages and conversion focal points (can’t do this with SEO)
    You’ll prevent competitors from sliding in above you in the search results
  • 5. Polls
    Identify your business model
    Know your profit margin
    Decide on your budget
  • 6. Select the Appropriate Search Vendor
  • 7. Decide on Your SEM Approach
    Aggressive Pros
    • Top placement can = high CTR (high CTR = high Quality Score)
    • 8. Throw a wide net and pull in the top converting terms, ads & pages
    • 9. By the end of 90 days, you’ll have pruned your keyword list and will be on autopilot with only landing page and ad optimization to focus on
    • 10. You’ll be able to quickly jump into content targeting with left over budget
    Aggressive Cons
    • Requires a 40-hour work week, micro-bid management & SEO
    • 11. Can cost upwards of $10,000 per month
    • 12. You may also have to pay vendor fees
    Aggressive Vendors
  • Decide on Your SEM Approach
    Aggressive Example
  • 15. Decide on Your SEM Approach
    Moderate Pros
    • Somewhat worry-free
    • 16. You get to set expectations with your vendor or performance resource
    • 17. You can start at around $3k per month and grow over time
    Moderate Cons
    • You risk your vendor destroying account-level Quality Score
    • 18. You can’t jump in and make changes yourself without losing accountability
    • 19. It could take up to 3 months to be profitable on your campaigns
    • 20. It could take up to 6 months to breakeven on your investment
    • 21. Vendor fees range from $500 - $2.5k flat OR 15% of your budget
    Moderate Vendors
    • 22.
    • 23.
  • Decide on Your SEM Approach
    Conservative Pros
    • You have full control of your bid management, keyword choices & results
    • 24. You can start with a low budget - as low as you like
    Conservative Cons
    • You’re on your own without technical or marketing support
    • 25. Configuring conversion tracking and optimizing landing pages may be a hassle
    • 26. You’ll have to learn as you go instead of being repetitious as a vendor might be
    • 27. It could take up to 6 months to be profitable on your campaigns
    • 28. It could take up to 12 months to breakeven on your investment
    Tools to Help You
    • 29.
    • 30.
    • 31. SEMRush, SpyFu, SpeedPPC, KeywordSpy, PPC Classroom, PPC Summit
  • Quality Score
    An Overview of Quality Score
    As you optimize your ads, ad groups, negative match terms, and landing pages, your Quality Score will improve.
    Illustration by Chris Silver Smith of
  • 32. Hire Great Writers
    Use Keyword Insertion in Ads (when it makes sense)
  • 33. Campaigns & Ad Groups
  • 34. Campaigns & Ad Groups
    This is ONE Ad Group
    It uses “Phrase”, [Exact] and +Modified +Broad
    It’s ONLY targeting Google & Google networks
    It runs during hours that produce the best results.
  • 35. Bid Optimization
    The Secret Sauce to Bid Optimization
    Landing pages must be optimized as best as possible
    Conversion tracking must be on and working for at least 45 days
    You should have had your ads and ad groups reviewed by a pro
    Bid optimization beyond this point involves Cost Per Acquisition and Quality Score Improvement
  • 36. Landing Page Optimization
    Try the Website Optimizer Tool, or
    Reduce page load time
    Include a privacy policy link
    Include as much information about the product/service as possible
    Include the language used in the Paid Search ads
    Include a way to navigate back to the main website (don’t trap)
    Ask an expert to create 1-3 templates that you can build off of
    Try to use a section of the website that is disallowed in robots.txt (rotate elements in an index file)
  • 37. Ad Extensions
  • 38. Ad Extensions
  • 39. Ad Extensions
  • 40. Ad Extensions
  • 41. Ad Extensions
    This is a BOOST Ad that you cannot control in AdWords
  • 42. Connect with Steve Wiideman
    Wiideman has been working with Search Engine Optimization Since 2003 and authored several eBooks on the topic while working with Fortune 100 & 500 organizations.
    He has been featured in Entrepreneur Magazine, Response Magazine, National Journal, Visibility Magazine and many industry blogs, including the Marketing Sherpa Blog.
    He is currently a consultant to several corporate brands. In 2011, Wiideman is working with his team on Creative Search Strategies, an Internet Marketing webinar series and promoting his eBook SEO in a Day, which can be found by searching “free SEO eBook” in Google.
    Steve Wiideman
    P. (562) 732-4417
  • 43. Special Thanks