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Advanced Paid Search Tactics <ul><li>By Benjamin Wong </li></ul><ul><li>Inspire Synergy Limited </li></ul><ul><li>Co-found...
Good Start is Half Done
 
 
 
Ad Planning Guide
Ad Group and Keywords <ul><li>Make sure ad groups are  targeted  and  relevant  to the keywords. </li></ul><ul><ul><li>bet...
Ad Group Planning Guide <ul><li>Customers </li></ul><ul><li>Competitors </li></ul><ul><li>Channels </li></ul><ul><li>Compl...
Ad Text Planning Guide <ul><li>Strong call to action </li></ul><ul><li>Promotions </li></ul><ul><li>“Official site”  </li>...
Ads Text <ul><li>Every Ad Channel allows for multiple ads per ad group </li></ul><ul><ul><li>try to go “all in” </li></ul>...
Long Tail Keywords
Make use of Long Tails Keywords <ul><li>You have the top performers and 'Hero' campaigns.   </li></ul><ul><li>How about di...
 
 
Keyword match type Match Type Keyword Possible valid search query Board Match Adidas Shoes Nike slipper Phrase Match “ Adi...
Negatives Keywords <ul><li>Identify negative keywords and new keywords to bid on </li></ul><ul><li>Make “adding negatives”...
A Profitable Long Tail Broad + Negative Phase Exact
Connect Offline to Paid Search <ul><li>Suggest a Keyword in the event </li></ul><ul><li>Real-live Demo :  </li></ul><ul><l...
“The best way to have a good idea is to have lots of ideas.” Dr. Linus Pauling quotes (American theoretical chemist and bi...
Knowledge recall
Exacts Keywords <ul><li>Search query = 50 inch flat screen TV </li></ul><ul><li>Keyword = flat screen </li></ul><ul><li>Ke...
Negatives Example <ul><li>Search query = flat screen computer monitor </li></ul><ul><li>Keyword = flat screen </li></ul><u...
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Ses 2010 Hk Presentation V1

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SES Advanced Paid Search Tactics Slide

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Ses 2010 Hk Presentation V1

  1. 1. Advanced Paid Search Tactics <ul><li>By Benjamin Wong </li></ul><ul><li>Inspire Synergy Limited </li></ul><ul><li>Co-founder </li></ul><ul><li>14 Sep 2010 14:00 HKT </li></ul><ul><li>SES HK Session 2 </li></ul>
  2. 2. Good Start is Half Done
  3. 6. Ad Planning Guide
  4. 7. Ad Group and Keywords <ul><li>Make sure ad groups are targeted and relevant to the keywords. </li></ul><ul><ul><li>better management of keywords </li></ul></ul><ul><ul><li>Track the performance based on ad group </li></ul></ul>
  5. 8. Ad Group Planning Guide <ul><li>Customers </li></ul><ul><li>Competitors </li></ul><ul><li>Channels </li></ul><ul><li>Complementers </li></ul>Customers Competitors Channels Complementers
  6. 9. Ad Text Planning Guide <ul><li>Strong call to action </li></ul><ul><li>Promotions </li></ul><ul><li>“Official site” </li></ul><ul><li>Pricing </li></ul><ul><li>Benefits </li></ul><ul><li>Emotional connection </li></ul><ul><li>Ask questions </li></ul><ul><li>Time sensitivity </li></ul><ul><li>Awards/recognition </li></ul><ul><li>Buying cycle </li></ul><ul><li>Branded terms </li></ul><ul><li>Dynamic keyword insertion </li></ul>
  7. 10. Ads Text <ul><li>Every Ad Channel allows for multiple ads per ad group </li></ul><ul><ul><li>try to go “all in” </li></ul></ul><ul><ul><li>try two ads per direction per ad group. i.e. 20 ads per group </li></ul></ul><ul><li>Then, after a few weeks, you will see which directions are performing best and you can use that insight to build more ads of that type. </li></ul>
  8. 11. Long Tail Keywords
  9. 12. Make use of Long Tails Keywords <ul><li>You have the top performers and 'Hero' campaigns.  </li></ul><ul><li>How about discover new opportunities? </li></ul>
  10. 15. Keyword match type Match Type Keyword Possible valid search query Board Match Adidas Shoes Nike slipper Phrase Match “ Adidas Shoes” Adidas Shoes for basketball Exact Match [Adidas Shoes] Adidas Shoes
  11. 16. Negatives Keywords <ul><li>Identify negative keywords and new keywords to bid on </li></ul><ul><li>Make “adding negatives” a regular part of your weekly routine </li></ul><ul><li>Restrict ads from showing if you have more specific ads that you’d rather show. </li></ul>
  12. 17. A Profitable Long Tail Broad + Negative Phase Exact
  13. 18. Connect Offline to Paid Search <ul><li>Suggest a Keyword in the event </li></ul><ul><li>Real-live Demo : </li></ul><ul><li>A Campaign to download this slide: </li></ul><ul><ul><li>Yahoo/Google Search Query : SES 2010 benjamin < your comment of my speech> </li></ul></ul><ul><ul><li>I can get comments from the keyword report in search query report :D </li></ul></ul>
  14. 19. “The best way to have a good idea is to have lots of ideas.” Dr. Linus Pauling quotes (American theoretical chemist and biologist 1901-1994)
  15. 20. Knowledge recall
  16. 21. Exacts Keywords <ul><li>Search query = 50 inch flat screen TV </li></ul><ul><li>Keyword = flat screen </li></ul><ul><li>Keyword match type = broad </li></ul><ul><li>Conversion = $4,700 sale </li></ul><ul><li>New keyword = 50 inch flat screen TV </li></ul><ul><li>New keyword match type = exact </li></ul><ul><li>Advantages = Know it works, cheaper CPC, more targeted </li></ul>
  17. 22. Negatives Example <ul><li>Search query = flat screen computer monitor </li></ul><ul><li>Keyword = flat screen </li></ul><ul><li>Keyword match type = broad </li></ul><ul><li>Conversion = $0 </li></ul><ul><li>Negative keyword = computer and monitor </li></ul><ul><li>Advantages = target right audience, don’t waste ad dollars </li></ul>

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