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Diy Paid Search May 2011

DIY Paid Search (PPC), a copy of the presentation delivered by Firas Wahida, bigmouthmedia from the CIM Peterborough, Digital Marketing Boot Camp held on 25th May 2011 at Perkins Innovation Centre

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Diy Paid Search May 2011

  1. 1. DIY Paid Search 25th May 2011
  2. 2. Why are we seeing it? - The shift to online advertising "Half the money I spend on advertising is wasted; the trouble is I dont know which half." John Wanamaker Track all customer interactions Calculate true Return on Investment & optimise towards Drive results. Prove results. Optimise. 2
  3. 3. Agenda • What is PPC (where do my ads appear?) • What do I want to achieve with PPC?/Setting targets • Building campaigns to achieve targets • Writing creative • Paying less to get more (Quality Score) • Tracking results (allocation models) • The cool stuff (PPC innovations)| 3
  4. 4. What is PPCor where can my ads appear? | 4
  5. 5. What is paid search? 5
  6. 6. What is paid search? 6
  7. 7. How does it work? Cost Per Click• You only pay when a user clicks on an ad (Cost per click – CPC)
  8. 8. Eye Tracking Heat Maps 1st Position is King
  9. 9. Paid search providers
  10. 10. UK Search Engine Market Share Source – Hitwise – May 2010 - based on volume of searches. 10
  11. 11. What do I want toachieve with PPC?Setting targets | 11
  12. 12. What do I want to achieve throughpaid search? • Promote my brand / increase traffic to my website • Instantly promote a brand new website or offer on a website • Increase number of conversions on the website • Improve Return on Investment (ROI) • Decrease Cost per Acquisition (CPA)| 12
  13. 13. Define targets & Measure Success? • Promote my brand / increase traffic to my website  Clicks, time on site, pages viewed • Instantly promote a brand new website or offer on a website  Clicks, signups, registrations • Increase number of conversions on the website  Sales, revenue, signups, registrations • Improve Return on Investment (ROI)  Sales, revenue, cost, ROI • Decrease Cost per Acquisition (CPA)  Sales, cost, CPA| 13
  14. 14. What Next?• decide your structure• pick your search terms (keywords)• decide the maximum you are willing to pay for each click (bids)• write your ads• enter the auction• compete for users to click on the ads
  15. 15. A closer look at the auction model
  16. 16. Structure• Campaign = Budget Management & location targeting – Control your budget – Target the right market (by city, post code, bespoke radius, country) – Seperate out Display!• Ad Group = Relevancy = Quality Score
  17. 17. Structure• Brand & Generic separate• Traffic acts differently – Conversion rates will be different• Essential to control Budgets
  18. 18. Structure• Search, Mobile & Content separate
  19. 19. Structure
  20. 20. Pick your keywords • Building a profitable keyword list is one of the most crucial factors for any campaign Process Product Research  Brainstorm  Tools  Testing  Analysis • The process of keyword research and adjustment should be a constant part of your campaign management 20
  21. 21. Keyword Tools• Insights for Search gives trend & search information•• Limited by volumes searched
  22. 22. Keyword Tools• Google Keyword Tool•
  23. 23. Group your keywords in ad groups
  24. 24. Quality Score – how to pay less• Calculated at KW, adgroup and account level• Takes time to build up QS – the longer an account exists, the better the QS• Same for all elements > > small changes mean QS is recalculated “from scratch”
  25. 25. A closer look at the auction model
  26. 26. Exercise• Split the keywords below into ad groups Book Hotels hotel Hotel
  27. 27. What makes great ad copy? • As relevant as possible - Ensure that adverts are targeted to the keyword search query • A clear selling message • A call to action • Avoid repetition • Support competitive claims • Display URL = Root Destination URL
  28. 28. Improving Creative Performance• Establish best performing ad copy (balancing CTR & Conv Rate)Hotels in London Hotels in London Hotels in LondonBook and compare great hotel Excellent hotel rates online Excellent hotel rates onlinedeals across London online today. Book at the official site today. Book at the official site• Build new ad combinations around this ad: Hotels in London Hotels in London Hotels in London Book and compare great hotel Book and compare great hotel Compare great hoteldeals deals across London online today. deals across London online today. across London.Book online today. /London /London& repeat 28
  29. 29. Improving Creative Performance Increasing your conversion rate • Using price led messaging - give users as much information as possible – qualify the user before they click on your adverts. • Deep-link into your website • Internet users decide quickly whether to stay on a website or move on. • It is therefore crucial to put them to the most relevant page with a clear path to sale As a general rule look to have at least 3 adverts per adgroup What are your USPs? 29
  30. 30. Ad Copy Tips• Remember – Headline = 25 chars – Description Lines = 35 – Display URL = 35• Excel Formula – =len(cell#)
  31. 31. Keyword Insertion • Automatically inserts your keywords into your ads when searched • The aim of this is to maximise the relevancy of your adverts 31
  32. 32. Improving Creative Performance Increasing your conversion rate • Reduce wasted clicks by implementing a careful negative keyword list Do they really want to bid on this? 32
  33. 33. Measuring Success• Define KPI’s – ROI – CPA – Enquiries – Leads – Volume
  34. 34. Google Analytics• Great free tool• Set up Goals in line with KPI’s• Can link up AdWords account
  35. 35. Mobile | 35
  36. 36. 5 factors driving the growth in mobile internet usage1.Computing Power Memory cost 2.Clever Devices Transistors per chip Time 3.Connectivity increasing 5.Cloud Computing 4.Costs Decreasing4.Costs Decreasing 36
  37. 37. Factors in the M CommerceEquation 23% 20 Million 27% £500m of time accessing mobile internet of UK mobile Value of the internet is via users in the UK subscribers have m-commerce in a mobile device in 2010 a smart phone the UK in 2010 IAB/PWC mobile study, Apr 2010 Mobile Squared, Oct 2010 UK Ofcom, Aug 2010 IAB/PWC mobile Adspend study Apr 2010 12% 38% 2007: 2 Seconds of all UK penetration of 3G £40/month for frequency of shoppers use in the UK (from iPhone 2G sales via a mobile mobiles to 28% in 2009) device on ebay research before Morgan Stanley, Nov 2010 they shop 2010: $1 Billion, 2010 £20/month for Amazon’s revenue iPhone 3Gs from M-commerce Tesco, O2| 37
  38. 38. Mobile vs Desktop Search• Search Behavior – Consider different intent of mobile user – normally aimed at a very specific outcome• Keyword usage – Length of an average desktop query is 3 words mobile search has a shorter query length of 2.5 words• Fewer results displayed – Due to the size of the mobile screen, fewer search results – are generally displayed• Landing Page – Use adcopy & landing pages that allow user to convert quickly• Browser specific adverts – Different ad formats are shown based on the browser used (HTML or WAP)
  39. 39. Mobile Strategy• Google, Yahoo! and Bing can serve Mobile ads• Landing pages with locations & phone numbers tend to perform best• Separate PPC campaign to specifically target mobile keywords
  40. 40. Mobile Strategy• Device platform options: 1. WAP devices - mobile devices with WAP browsers 2. Smartphones - iPhones and similar mobile devices with full (HTML) internet browsers
  41. 41. Innovations | 41
  42. 42. Ad Extensions • New Opt Ins within Campaign Settings – Sitelinks – Phone Extensions
  43. 43. Location ExtensionsThese allow companies to provide a drop down with details of local storesAppear in Google and Google network + Google Maps
  44. 44. Product Extensions• These allow companies to show some of their products in an expandable box• This is linked into the Shopping Results in Google & works off the same Feed
  45. 45. Sitelinks Extensions• These allow companies to show additional deeplinks into their website• Can be a great way of directing people to where you want/highlightingdeals
  46. 46. Phone Extensions• These allow companies to show a phone number on Mobile devices to offer another way of engaging with users• Works on a CPC (cost per call model)
  47. 47. RemarketingTarget potential customers who have previously visited your site but did not convert
  48. 48. Remarketing • Users who do not convert – exclude visitors who already purchased from seeing additional messages • Users who abandon shopping cart – use a strong call to action to get user to complete the purchase • Up-Sell & Cross-Sell messages – reach customers who have already converted with you
  49. 49. Remarketing| 49
  50. 50. Remarketing• Run via Google content Network• Reach Customers who visited your site via search, but didn’t convert• Re-target with relevant ads• Improves relevancy, CTR & ROI of campaigns User later User searches for remarketed to via User visits a site “kitchen cabinets” content ad copy Sale! – No lead – Search ad click – “10% off Kitchens”
  51. 51. Remarketing •New Separate Campaign •Targeting Display Network Only (‘Relevant pages only on the placements and audiences I manage’) •AdGroups: Have one adgroup relating to each tag that you create
  52. 52. Day Parting
  53. 53. Analyze Competition
  54. 54. Summary• Structure is king: everything else will follow – Brand & Generic : separate – Search & Display: separate – Keywords : closely grouped – Ads : as targeted as possible – Test, optimise, learn, repeat!
  55. 55. Now you do the talking. @ blair@bigmouthmedia.comAny Questions?