Introduction To Paid Search Dave Chaffey For Ses


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I was asked by the Search Engine Strategies programming team to deliver this 1 hour intro to paid search for the many attendees who are new to search engine marketing. As well as covering the key areas important to success it also introduces some of the latest developments in paid search

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  • Advertisers who participated in the click-to-call beta have seen very positive results, ranging from5-30%increase in click-through rates.
  • Introduction To Paid Search Dave Chaffey For Ses

    1. 1. Introduction to Paid Search<br />Dave Chaffey, Insights Director<br />Presented at Search Engine Strategies, London<br />17th February 2010<br />
    2. 2. About Dave Chaffey<br />Search &Conversion<br />Strategy & <br />Intelligence<br />Strategy<br />consulting<br />Best practice<br />Qualifications<br />Books<br />
    3. 3. Let’s Connect! Questions & discussion welcome<br /><br /><br /><br />Blog<br /><br />Feeds<br /> <br />EmailNewsletter<br /><br />
    4. 4. Q. How much will paid search deliver?<br />
    5. 5. Introducing Search Engine MarketingSEM = SEO + PPC<br />Paid listings -<br />Pay Per Click (PPC)<br /><br />Natural or organic listings -<br />Search engine optimisation (SEO)<br />
    6. 6. Clickthrough to “Landing Pages”<br />
    7. 7. Q. How easy is it to get started?<br />
    8. 8.
    9. 9. Agenda – 8 areas of Paid Search strategy<br />2<br />1<br />4<br />3<br />6<br />5<br />8<br />7<br /> Introduction to paid search.<br /> Your search network options.<br /> Goals and tracking.<br />Keyphrase research.<br /> Getting Started: structure.<br /> Targeting: Match types.<br /> Bidding and bid management.<br /> Ad creative and copywriting.<br />
    10. 10. 1. Introduction to Paid Search<br />Why Quality Score is King<br />
    11. 11. Q. Where does paid search fit within <br /> the digital marketing mix?<br />Start with your website goals<br />and how to create value for <br />your customers<br />Research your online<br />Marketplace to define the<br />most appropriate marketing<br />mix for your digital strategy<br />Integrate web analytics, on <br />and offline conversion tracking<br />and optimization so that<br />campaign performance can be<br />tracked and optimized.<br />Implement the tactics that fit<br />your goals best. Be flexible. <br />Be agile!<br />1<br />2<br />3<br />4<br />
    12. 12. Q. Why paid search, not ‘PPC’<br />1<br />2<br />Two main options for paid search marketing to be aware of when media buying within search engines.<br />Advertising in search engines (direct search) = CPC.<br />Contextual or content matched advertising on the content network, e.g. Google Adsense:<br />CPC = Cost per Click (default)<br />CPM = Cost per 1000 impressions – an option for ‘placement targeting’<br />Pay per Click options now common in display ad network<br />Each of the main search engines has it’s own ad programme:<br />Google Adwords (<br />Yahoo! Search Marketing (, formerly Overture) <br />Microsoft adCenter (<br />Two main options for paid search marketing to be aware of when media buying within search engines.<br />Each of the main search engines has it’s own ad programme:<br />
    13. 13. Understanding influence of Quality Score is ESSENTIAL<br />Glossary:<br />CTR = Clickthrough rate<br />Ad text relevance = Match of headline and description to search term<br />Keyword relevance = Match of triggering keyword to search term<br />Landing page relevance = Match <br /><title>, <h1..n> headings, copy<br />c. 2006 – formula no longer published. For latest see:<br /><br />Tip: Check a selection of your Quality scores and relevance for keywords within AdWords Ad Groups<br />
    14. 14.
    15. 15. Tip: Check performance with Google Webmaster Tools<br />
    16. 16. Remember to check for click fraud<br />
    17. 17. 2. Search ad network options<br />Which search engines and partner sites should we use?<br />
    18. 18. Q. Which networks should we use?<br />
    19. 19. Volume doesn’t give the whole story<br />For Eurostar “the click-to-sale ratio was 35% higher on Bing than the other engines, and the cost-of-sale rate was 16% lower. <br />In addition, the click-through rate<br />grew to nearly 5 times the average from all<br />search advertising”<br />
    20. 20. Q. Where will our ads appear?<br />
    21. 21. Beware of the content network?<br />Options<br />Ignore (default)<br />Switch off<br />Treat separately<br />Own Campaigns<br />Isolate best QS<br />Different bids<br />Special brand copy<br />Use during campaigns only <br />Placement targeting<br />Position<br />Impressions<br />Clicks<br />CTR<br />Avg. CPC<br />6<br />Direct Keyword Search<br />50,000<br />2,500<br />5%<br />£0.60<br />2<br />Content network<br />10,000,000<br />6,000<br />0.06%<br />£0.30<br />2.5<br />Overall<br />10,050,000<br />8,500<br />0.08%<br />£0.35<br />An example of the difference in paid search metrics for content network and direct search ads<br />
    22. 22. Content network CN options<br />Direct searchCPC<br />Content networkCPC or cPM<br />
    23. 23. Google placement targeting options on content network<br />With Google placement<br />targeting (formerly site<br />targeting), agencies can:<br />Select sites for CPM or CPC ads<br />Find sites to exclude<br />Determine performance of third party sites <br />Use Pay Per Action (soon)<br />
    24. 24. Vertical search targeting option:Geo-targeting through Google maps<br />
    25. 25. Vertical search targeting option:Promoted videos or text ads<br />
    26. 26. 3. Goals and tracking<br />What do you hope to achieve?<br />How will you know you have?<br />
    27. 27. What are we trying to achieve with PPC?Are we clear on our objectives for each search and visit?<br />1<br />Generate sale or lead (on & <br /> offline)<br /><ul><li>Visit conversion rate
    28. 28. Lead – E-mail address
    29. 29. Call back</li></ul>2 Engage audience<br /><ul><li>Reduce bounce rate
    30. 30. Increase value events
    31. 31. Increase return rate</li></ul>3 Answer the visitors’ questions:<br /><ul><li>Entry or subsequent page
    32. 32. New to company
    33. 33. Customer or prospect
    34. 34. Targeted segments</li></ul>4 Showcase range of products (cross-sell)<br />5Reinforce key brand messages (99% won’t convert in single <br /> session)<br />6 Attract visitors = SEO <br />Prominent Unique phone number for tracking<br />2<br />Incentivised<br />Lead generation <br />form <br />Key brand messages<br />3<br />Conversion goals+ OVP<br />SEO Relevance headings0<br />4<br />Answer customers’ concerns<br />5<br />6<br />
    35. 35. Identifying potential from in-depth analysis<br />Using Excel VLOOKUP() to integrate data sources<br />Learn from conversion rates, CPA and ROI stats.<br />Identifying customer demand<br />
    36. 36. Create a budget model to identify breakeven<br />What are you optimising on?<br /><ul><li>CTR
    37. 37. CPA (CPS)
    38. 38. Profitability</li></ul>See<br />
    39. 39. Call track! or watch out for… Click to Call<br />
    40. 40. Q. How do search and display integrate?<br />30-40% of all conversions arriving from a display impression, or click, are preceded with a paid search click.<br />10-15% of conversions that had a prior display impression had the last event as a paid search click.<br />Source: Efficient Frontier Insights, <br /><br />
    41. 41. Example of an integrated media campaign leveraging search behaviour<br />
    42. 42. Integrating with offline campaigns<br />1<br />2<br />3<br />4<br />5<br />6<br />7<br /> Ensure continuous SEM activities are updated to reflect marketing <br /> campaign activity.<br />2. Consider increasing bid prices during offline campaigns to ensure you <br /> achieve visibility and reinforcement of offline campaigns.<br />Consider using dayparting to coincide with your offline TV campaigns.<br />Include campaign messages within Ad headline and body copy.<br />Include specific details on promotions such as discounts, prices and closing dates.<br />Advertise on phrases specific to the campaign, for example, if the campaign is ‘Quote Me Happy’ or ‘Sleep Tomorrow’.<br />Include reference to campaign in creative for brand searches.<br />
    43. 43. 4 Keyphrase research<br />Getting inside the mind of<br />your customer<br />
    44. 44. Understanding online search behaviours<br />‘Explorer’<br />Browsing<br />‘Hunter’Researching<br />‘Tracker’Completing<br />Define<br />requirements<br />Select supplier(enquire)<br />‘What’s out<br />there’<br />Destination purchase(buy)<br />Assess <br />supplier<br />capabilities<br />‘Inspireme’<br />Undirected, exploratory<br />Directed goal-oriented<br /><br /><br />
    45. 45.<br />
    46. 46. Q. Are we taking advantage of the reliable insight tools?<br />
    47. 47. Use the Google Keyword tool & traffic estimator<br />This gives the cost and volume of clicks on top position ad. Multiply by 20 to give approximate number of searches.<br />Free search<br />
    48. 48. How good is your keyphrase-level gap analysis reporting?<br />Should show:<br />Potential performance from keyphrase estimators<br />Your actual performance <br /> (position, clicks, conversion, sales, value):<br />Paid – absolute and relative<br />Natural – absolute and relative<br />
    49. 49. Identifying common qualifiers – how long is tail?<br /><Product name> or <category name> or <brand><br />What is your strategy for targeting:<br />Generic:<br /><category name> + synonyms<br />Qualifiers:<br />compare + <product name><br />review + <product name><br />cheap + <product name><br />Brand + <category name>This is called “Navigational search”<br /><category name> + UK<br />Tip: Use difference between broad or phrase match and exact match in Traffic Estimator to estimate how long the tail is.<br />
    50. 50. Analyse keyword type mix & contribution<br />Source: Google UK<br />
    51. 51. Q. Which terms are really driving success?<br />Tip: Use a weighted attribution model<br />
    52. 52. Q. How important are brand searches?<br />362<br />362<br />Brand Conversions<br />Single Brand Click<br />447<br />Multiple Brand Click<br />389<br />447<br />Brand Click<br />58<br />User<br />58<br />1017<br />Generic Click<br />1017<br />959<br />Multiple Generic Click<br />Generic conversion<br />Single Generic Click<br />805<br />805<br />Source: presented at AdTech London<br />
    53. 53. New Google Ad Extensions > Ad Site Links<br />Navigational / Brand search ad examples<br />Navigational / Brand search ad examples<br />Examples: Pure brand, Brand plus, Misspellings, URLs<br />
    54. 54. Q. Are we subject to brand hijacking?<br />
    55. 55. Technique: Using affiliates to protect your brand on broad matches<br />
    56. 56. Trademarks - Competitor brands NOT allowed in Ad Text (but depends whether Google has trademark on their checklist)<br />
    57. 57. 5 Campaign structure<br />
    58. 58. Good campaign structure leads to good quality score<br />
    59. 59. How is an Ad Group Structured?<br />Q. What are my controls?<br />Daily budget<br />Where, when ads displayed<br />Google Network<br />Triggering keywords<br />Keyword match type<br />Max CPC bids<br />Copy <br /><br />
    60. 60. Example<br />
    61. 61. Google Ad Group campaign management<br />
    62. 62. 6 Targeting<br />Structure, match types, vertical search<br />
    63. 63. How do you target message and offers through keywords?<br />Generic<br />Specific<br />Brand <br />
    64. 64. Bidding on generic vs. specific vs. brand terms<br />Generic terms <br /><ul><li>Drive volume
    65. 65. Occur at the early part of the buying cycle
    66. 66. Develop brand awareness
    67. 67. COST MORE & CONVERT LESS.</li></ul>Specific terms<br /><ul><li>Individually lower volume
    68. 68. Later in consideration
    69. 69. COST LESS & CONVERT MORE</li></ul>Generic terms <br />Specific terms <br />Brand terms <br /><ul><li>Volume depends on brand awareness…
    71. 71. Should we use them?</li></ul>Brand terms <br />
    72. 72. Match type targeting<br />
    73. 73. Tip: Check for negative keywords to use<br />Source: Google UK<br />
    74. 74. Dayparting<br />Target best performing times<br />Keep budget for later in day or month<br />Decrease in evenings / weekends<br />Source: Atlas Onepoint<br />
    75. 75. 7 Bidding and bid management<br />
    76. 76. Determining optimal position<br />Tip: Use Google Analytics Position Reporting to test effectiveness of different positions.<br />Source: Google UK<br />
    77. 77. Budgeting and bidding<br />Am I missing out due to insufficient budgets?<br />“Impression Share (IS): The percentage of times your ads were shown out of the total available impressions in the market you were targeting. This metric is available at the campaign and account level for search. <br />Lost IS (Rank): The percentage of impressions lost due to low Ad Rank (cost-per-click bid x Quality Score). <br />Lost IS (Budget): The percentage of impressions lost due to daily budget constraints.” <br />Things to remember:<br />Highest positions not always best, e.g. Target position 4-8. <br />Higher positions cost more (of course) and conversion quality tends to be lower<br />Working hard on quality score will reduce fees<br />Using match types gives you more control<br />Am I missing out due to insufficient budgets?<br />Things to remember:<br />
    78. 78. Bid management tools = Central place to manage keywords across engines<br />Examples: Searchware, Atlas One point, Makemetop, Efficient Frontier,<br />Omniture, etc. Google conversion optimiser <br />
    79. 79. 8 Creative and copywriting<br />Including landing page tips<br /> <br /><br />
    80. 80. Delivering relevance<br />Source: Google UK<br />
    81. 81. Ad creative – techniques for achieving standout<br />1. Deliver relevance - include search term keywords in headline and body.<br />2. Be specific.<br />3. Include specific benefits e.g. Free delivery, costs.<br />4. Differentiate – what is unique?<br />5. Numbers are scannable.<br />6. Use CAPS (sensibly).<br />7. Space can be good.<br />8. Use characters (sensibly): !, ?, :, & <br />9. Be quirky!<br />10. Use distinctive words.<br />See:<br />
    82. 82. Ad creative techniques - Headlines<br />Site doesn’t haveseparate Ad Group for different terms<br />Ad Headlines:<br />Include main search terms (+ benefit?)<br />Use capitals for each main word in your headline? <br />Include brand name?<br />Restrict low-intent clickers?<br />Use dynamic headlines? E.g. {Keyword:Bottled Gas} Delivery<br />
    83. 83. Other ad creative technique tips<br />Descriptions:<br />Include the most common keywords in the ad group which triggers ad<br />Emphasise your proposition inc key benefits<br />Other key benefits<br />Use synonyms – good for quality score<br />Try to squeeze in a call-to-action<br />Display URLs:<br />Use directories <br />Capitalise<br />Show benefits<br />
    84. 84. Automated insertion of price info using Google AdWords API<br />Use of APIto insert latest prices<br />68<br />
    85. 85. B2C and B2B Landing page examplesGoals = Engagement, Direct response, branding<br /><br />
    86. 86. Not landing pages but conversion pathways! Segmented landing pages<br />Practical Tip – Scent Trails and Conversion Pathways<br />Consider options for providing alternative “conversion pathways” for different audiences<br />Source: and<br />|70<br />
    87. 87. Paid search – avoiding the most common mistakes<br />1<br />2<br />3<br />4<br />5<br />6<br />7<br />8<br />9<br />10<br /> Not enough Keyphrase analysis<br /> The importance of Quality Score not recognised<br /> Ad copy not optimised (dynamic headline not used wisely)<br /> Ad Groups not sufficiently targeted (aim for 10-15 keywords max)<br /> Landing pages not sufficiently relevant (AdsBot-Google checks) <br /> Matching options not used:<br /><ul><li>Broad : pr jobs, Phrase : “pr jobs”, Exact: [pr jobs], Negative: [graduate]</li></ul> The content network not treated separately <br /> Insufficient targeting by Day Part, Geography<br /> Under-budgeting<br /> Fake clicks not checked <br />
    88. 88. Pay Per Click Marketing: Best Practice Book<br />At the end of March ClickThrough will be publishing our second Marketers Checklist book.<br />This will explore current best practice in PPC, and address the most recent changes to the AdWords interface.<br />If you are interested in receiving a copy of this book then please speak to me afterwards.<br />
    89. 89. Any Questions?<br />