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Advanced Paid Search- SEMPDX 2/24/12
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Advanced Paid Search- SEMPDX 2/24/12

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This presentation show you how to prioritize your work in your existing PPC campaigns, write ad copy, optimize landing pages and improve quality score

This presentation show you how to prioritize your work in your existing PPC campaigns, write ad copy, optimize landing pages and improve quality score

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  • Highest indication of click is to have the query term in the scan line down the left side of the search page Consistency requires creating the ad copy that is very specific to your keywords and not being lazy and using same ads for lots of keywords and ad groups
  • Having the same messaging on the landing page is essential as affirmation that the user has gotten to a page that is the solution to their problem. Having the phone number, trust, limited time offers is also a win!
  • Ad diversity can also work. This is an example of a product popular in vegas clubs “spirithoods”. This campaign successfuly uses ad diversity- ads that stick out from the crowd and appeal to the target segment. So many ads look the same these days and this can help your ads stick out and get good clicks and conversions

Advanced Paid Search- SEMPDX 2/24/12 Advanced Paid Search- SEMPDX 2/24/12 Presentation Transcript

  • Advanced PPC
    • Tim Mayer
  • Tim’s Experience Natural Search SEO & PPC PPC
  • Where to Start? PPC Keyword Research Landing Pages Set Bids Negative Keywords Ad Extensions Search Query Data Test New Ads Delete Underperforming Keywords View slide
  • Performers or Under performers? View slide
  • Calculate Impression Share
    • # of Impressions Received
    • # of Impressions Eligible
    • Eligibility based on:
    • Your current ads' targeting settings
    • Approval statuses
    • Bids
    • Quality Scores
  • Impression Share
  • Impression Share of Exact Queries
  • Ad rank Components
  • Fix your Bids then Focus on...
  • Economics of QS
  • Keyword Relevancy
  • Best Practice: Consistency
  • Consistent Messaging
  • Ad Diversity Can Work too!
    • Text Ad Experiments to Increase CTR
  • Punctuation at End of Description Line 1 Diaper Coupons Free Discount Coupon Website. Save money free printable coupons. www.ShopAtHome.com Printable Diaper Coupons Free Discount Coupon Website Save money free printable coupons. www.ShopAtHome.com Printable Diaper Coupons Free Discount Coupon Website! Save money free printable coupons. www.ShopAtHome.com The exclamation point led to an increase in CTR but no uplift seen for addition of a period
  • Ad Copy in Display URL Diaper Coupons Free Discount Coupon Website! Save money free printable coupons. www.ShopAtHome.com/DiaperCoupons Printable Diaper Coupons Free Discount Coupon Website! Save money free printable coupons. www.ShopAtHome.com/SaveOnDiapers We didn’t notice a lift for ad copy. Brand name in the display URL created a positive lift Print Cheez-It Coupons 100’s of Printable Coupons! Save on Coupons for Cheez-It www.ShopAtHome.com/CheezIt
  • Offers/Discounts in Headlines Diaper Coupons Free Discount Coupon Website! Save $2.50 on Huggies. www.ShopAtHome.com Printable Diaper Coupons Free Discount Coupon Website! Save $2.50 on diapers. www.ShopAtHome.com Ads with the Punctuation in the first line and Offers/Discount in Copy were best Performers ~0.5% CTR uplift (2.0%)
  •  
  • Landing Page Optimization Tools
    • Landing Page A/B Testing
    • Optimizely
    • Unbounce
    • Heat Maps/Eye Tracking
    • Crazy Egg
    • Speed
    • WebPageTest.org
  • A/B Test Tips
    • Be aggressive with the first test to gauge the level of potential lift.
    • Don't use A/B testing in place of design best practices or product sense.
    • Test your competitors' user interface changes
    • Use isolation testing on individual features but also try some big jumps and combinations.
    • Test identical buckets against each other to gauge significance
    • Source: 5 Strategies for A/B Testing by Tim Mayer Clickz 8/9/11
  • Using Eye Tracking
  • Landing Page Optimization ✔ ☓
  • Speed
  • Remember!
    • Improve your under performers first
    • You can never write and test enough ad copy
    • Spend as much time on optimizing landing pages as you do in your account
    • Schedule tasks on a schedule & do 1 task mode at a time
    • Always spend time creating and optimizing negative keywords
  • [email_address]
    • @TIMMAYER