Paid Search Considerations & Strategies


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An overview of paid search strategies and considerations for small-medium sized businesses.

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Paid Search Considerations & Strategies

  1. 1. Paid Search: Strategies & considerations<br />Ideal for Small to Medium-Sized Businesses<br />
  2. 2. Starting with the best foundation possible.<br />CAMPAIGN STRUCTURE<br />
  3. 3. Assess Your (Business) Goals<br />Before you begin paid search, assess your business goals<br /> Disregard traffic, positions, rankings, etc<br />Ask yourself, can paid search help me accomplish my business goals?<br />Create one Campaign for each of your business goals.<br />
  4. 4. Begin Your Keyword Research<br />Ask yourself, what would someone search for if they were ready to help you accomplish your business goal – buy a product, buy a service, donate money, learn more about your business?<br />General Keywords (hair salon)<br />Problem-Based Keywords (need a haircut)<br />Geo-modified Keywords (pittsburgh hair salon)<br />Available KW Research Tools<br />Google’s Keyword Tool<br />WordTracker<br />SEO Book Keyword Suggestion Tool<br />
  5. 5. Weeding out the “Bad” Keywords<br />Pull Traffic/Cost Estimates from Google<br />Google Traffic Estimator <br />
  6. 6. Keyword Considerations<br />Google Traffic Estimator is best for directional information<br />Clicks will likely be over-estimated<br />Keywords below position 3 can still receive clicks – you may want to bid lower than Google’s lowest estimate<br />“No Data” doesn’t necessarily mean No Traffic, it could mean No Competition<br />A simple search on a “high traffic” keyword can show you context<br />Example: Express (37 million) vs. Rue (8 million)<br />
  7. 7. Create Your Ad Groups<br />Campaign<br />Ad Groups<br />Keywords<br /><ul><li>Consider messaging & “root” keywords</li></li></ul><li>Landing Pages & Match Types<br />Landing Pages<br />Relevant for Keywords & Ad Copy<br />Consider Cross-selling – Can increase order value<br />Simple w/ few distractions<br />Keep it as targeted as possible<br />Don’t forget your business goals – the desired action should be able to be completed with as few clicks as possible<br />Match Types: Exact, Phrase, Broad<br />Exact & Phrase will likely be cheaper<br />Start with Broad<br />
  8. 8. Considerations<br />Goals <br />Campaigns <br />Ad Group Structure <br />Keyword Selection <br />Landing Pages <br />Match Types <br />Ad Copy<br />Bids<br />Campaign Settings<br />
  9. 9. Keeping your cost low and your ROI high.<br />BUDGET CONTROL<br />
  10. 10. Ad Copy<br />Ad Copy isn’t just about messaging or getting people to click<br />CTR affects Quality Score and thus affects CPCs<br />Qualifying Ad Copy is one of the first steps to controlling cost<br />Cost<br />Location<br />Clear messaging<br />No KW Insertion, ex: {KeyWord:Pittsburgh Hair Salon}<br />
  11. 11. Initial Bids<br />How low can you go and still succeed?<br />If Google’s Traffic Estimator has “No Data,” you should start out with a $0.15 or less bid.<br />Google’s Estimates aren’t requirements & bids aren’t permanent, bid whatever amount you’re comfortable with to start<br />Check 1st Page bid estimates<br />Directional– they may change once quality score increases<br />
  12. 12. Campaign Settings<br />Budget Caps<br />Ad Distribution<br />Google/Search Network/Content Network<br />Geo-targeting<br />Great for local companies<br />Great for national companies<br />Lower CPCs/More targeted audience<br />Ad Scheduling/Day Parting<br />Requires some knowledge of your most profitable times/days<br />Position Preference<br />Delivery Method: Standard vs. Accelerated<br />Ad Rotation: Standard vs. Optimize<br />
  13. 13. Considerations<br />Goals <br />Campaigns <br />Ad Group Structure <br />Keyword Selection <br />Landing Pages <br />Match Types <br />Ad Copy <br />Bids <br />Campaign Settings <br />Bid Management<br />Performance Analysis<br />Testing<br />
  14. 14. Ensuring you’re always getting the most out of your marketing dollars.<br />ANALYSIS & EVALUATION<br />
  15. 15. Performance Analysis<br />Every engine has basic performance reporting<br />Web analytics should also be present to measure profitability<br />Performance should be checked at least twice weekly<br />Performance Monitoring Best Practices<br />Available Google Reports<br />
  16. 16. Bid Management Considerations<br />Keywords need to be in Positions 1-3 before you’re shown in Google’s search network<br />Position 11 is on Page 2 and will receive severely reduced impressions<br />How much can you pay for a keyword and make it profitable<br />Back track: How valuable is a conversion? What profit margin would you like to maintain? The difference is how much you can spend on a keyword if you receive only one conversion. <br />Budget Optimizer<br />
  17. 17. Additional Reporting<br />Measures your campaign visibility against available impressions<br /><ul><li>Tells you how searchers are really searching for your business</li></ul>Impression Share<br />Search Query<br />
  18. 18. Test, Test, Test<br />Ad Copy Testing<br />Landing Page Testing<br />Match Type Testing<br />Bid Boosting<br />Dayparting<br />Geographic <br />Demographic<br />
  19. 19. Considerations<br />Goals <br />Campaigns <br />Ad Group Structure <br />Keyword Selection <br />Landing Pages <br />Match Types <br />Ad Copy <br />Bids <br />Campaign Settings <br />Bid Management <br />Performance Analysis <br />Testing <br />Paid & Organic<br />Resources<br />
  20. 20. Understanding the big picture.<br />PAID & ORGANIC<br />
  21. 21. Paid & Organic Considerations<br />Paid Search for Brand Awareness<br />Paid Search for Link Building<br />Branded Paid Search Campaigns vs. Organic Traffic & Cannibalization <br />Analyzing Organic traffic & generated sales to determine bids<br />Paid Search & SQ Reports can provide SEO insights<br />
  22. 22. Resources<br />Campaign Structure: Google Grants Account Creation Guide<br />Testing Ideas & Strategies: PPC Hero<br />Campaign Creation/Management Tool: AdWords Editor<br />Google Search Help<br />Yahoo Search Help<br />MSN Search Help<br />
  23. 23. Questions?<br />Goals <br />Campaigns <br />Ad Group Structure <br />Keyword Selection <br />Landing Pages <br />Match Types <br />Ad Copy <br />Bids <br />Campaign Settings <br />Bid Management <br />Performance Analysis <br />Testing <br />Paid & Organic <br />