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Szetela 25-3-08 Search Marketing Now Webcast
 

Szetela 25-3-08 Search Marketing Now Webcast

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David Szetela shares 10 secrets for optimizing pay-per-click campaigns.

David Szetela shares 10 secrets for optimizing pay-per-click campaigns.

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    Szetela 25-3-08 Search Marketing Now Webcast Szetela 25-3-08 Search Marketing Now Webcast Presentation Transcript

    • 10 Lessons Learned About Paid Search David Szetela, Clix Marketing Tuesday, March 25, 2008 1:00 PM EDT
    • Viewing Tips
      • Turn Off Pop-Up Blockers
      • Technical difficulties?
        • Use “Help” link or Q+A box
      • Submitting questions to speaker
        • Use “Ask a Question” box
        • Send questions at any time
      • Webcast will be available on-demand
    • Marin Search Marketer
      • Next-generation paid search management application
      • Designed by and for search experts
      • For advertisers > $50K/mo
      • Free 30-day trial; works with existing URLs
    • David Szetela
      • Contributor to Search Engine Land
      • Founded PPC Ad Agency Clix Marketing in 2003, following a 25-year career in technology sales and marketing
      • Author of two lessons in SEMPO’s Advanced Search Advertising course
      • Frequent speaker at industry conferences such as Search Marketing Expo
    • 1. Mixed Search and Content Campaigns
    • 1. Mixed Search and Content Campaigns
    • 2. Believing Search Keywords = Content Keywords
      • Keywords are not discrete entities
      • Keywords describe target sites – not your product/service
      • Keywords + Ad Text = one of 594 Themes
      • No more than 20-40 keywords per ad group
    • 2. Believing Search Keywords = Content Keywords (cont)
      • Match types are irrelevant (except negative)
      • Individual keyword bids are irrelevant
      • Negative keywords are necessary
    • 3. Ignorance about Content Ad Sites
      • Google Placement Performance Reports are vital
      • Show performance (clicks, conversions) by site where ads are served
      • Eliminate poorly-performing sites w/Site Exclusion Tool – now with Topic and Page Type exclusion
    • 4. Using Search Ads in Content Ad Groups
      • Content ads need to stand out
      • Yell, don’t whisper
      • Be more competitive – e.g. free shipping
      • Strong, explicit calls to action
      • Test, test, test
    • 5. Neglecting Long Tail Keywords
      • Common stems (e.g. best, online), plus:
      • False plurals – widget’s, widgets’
      • Domains – www.widgets.com, widgets com, ww widgets
      • Weird Delimiters - >, +, ‘
      • Competitor terms and domains – Coyote Widgets, coyotewidgets.com
    • 6. Gigantic Ad Groups
      • Too many unrelated keywords
      • Often via abuse of keyword research tools
      • Objective: every keyword appears in the ad copy
    • 7. Writing Bad Search Ads
      • Keyword in headline, then qualifier
      • Benefits work better than features
      • Tightly couple ad text with keywords and landing pages
      • Test everything, big and small – e.g. caps in display url
    • Keyword in Title Action Verb Winning at Billards Get the Must-read Secrets – Winning At Billiards. Sign Up for Daily Emails! www.PokerBlasts.com/Poker+Winning Capitalized Words More Action at End Extra Words in Display URL 7a. Writing Great Ads
    • 8. Landing on Home Pages
      • Assume every visitor suffers from ADD
      • You have just milliseconds to convince them “You’ve Come to the Right Place”
      • Repeat search terms on landing pages
    • Search Term: Gallery Wrapped Photo
    • Search Term: Wedding Photo
    • Search Term: Dog Portrait
    • 9. Complicated B2B Lead Forms
      • Offer multiple contact options
      • Neat, clean contact form
      • Require the minimum info necessary
      • Apologetic error trapping
      • Autoresponder for immediate feedback
    • 10. Manual Bidding for Complex Campaigns Search as % of Marketing Spending Campaign Size / Complexity SEM management software Agency DIY / Excel 20K keywords $20K/mo 0% 50% 100% 1MM+ keywords; $1MM+/mo
    • David Szetela
      • Email: [email_address]
      • Company Blog: www.clixmarketing.com /blog
      • Content Advertising Column: http:// searchenginewatch.com/showPage.html?page = sew_experts/content_advert
    • Questions?
      • Email us:
      • [email_address]
      • Thanks to today’s sponsor:
      • www.marinsoftware.com
      • Email Marin at
      • [email_address]