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Szetela 25-3-08 Search Marketing Now Webcast
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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.

Published in: Business, Technology

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  • 1. 10 Lessons Learned About Paid Search David Szetela, Clix Marketing Tuesday, March 25, 2008 1:00 PM EDT
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 1. Mixed Search and Content Campaigns
  • 6. 1. Mixed Search and Content Campaigns
  • 7. 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
  • 8. 2. Believing Search Keywords = Content Keywords (cont)
    • Match types are irrelevant (except negative)
    • Individual keyword bids are irrelevant
    • Negative keywords are necessary
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 6. Gigantic Ad Groups
    • Too many unrelated keywords
    • Often via abuse of keyword research tools
    • Objective: every keyword appears in the ad copy
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. Search Term: Gallery Wrapped Photo
  • 17. Search Term: Wedding Photo
  • 18. Search Term: Dog Portrait
  • 19. 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
  • 20. 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
  • 21. David Szetela
    • Email: [email_address]
    • Company Blog: www.clixmarketing.com /blog
    • Content Advertising Column: http:// searchenginewatch.com/showPage.html?page = sew_experts/content_advert
  • 22. Questions?
    • Email us:
    • [email_address]
    • Thanks to today’s sponsor:
    • www.marinsoftware.com
    • Email Marin at
    • [email_address]