Keyword Selection

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This is a presentation on good practices for selecting, organizing and refining keywords for a search marketing strategy.

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  • Keyword Selection

    1. 1. SUCCESSFUL KEYWORDSELECTION FOR PPC By John Barron
    2. 2. Why Can’t I Just Do SEO?
    3. 3. PPC or SEO
    4. 4. PPC or SEOAccording to a study by Engine Ready, based on trafficto 26 e-retail sites in a 12-month period, visitors whoarrive at a retailers site from paid search ads are 50%more likely to buy than those who come from clickingon a natural search link. The conversion rate from paid search is 2.03% versus 1.26% from organic search, as reported by Internet Retailer.
    5. 5. Make An ArgumentWhy PPC?
    6. 6. Make An ArgumentWhy PPC?1. It Gives A Company Control
    7. 7. Make An ArgumentWhy PPC?1. It Gives A Company Control • Great tracking, control experience
    8. 8. Make An ArgumentWhy PPC?1. It Gives A Company Control • Great tracking, control experience • Variable budgets
    9. 9. Make An ArgumentWhy PPC?1. It Gives A Company Control • Great tracking, control experience • Variable budgets • Broad to specific (ex. tv - flat screen tv - Sony flat screen tv)
    10. 10. Make An ArgumentWhy PPC?1. It Gives A Company Control • Great tracking, control experience • Variable budgets • Broad to specific (ex. tv - flat screen tv - Sony flat screen tv)2. Compliments SEO
    11. 11. Make An ArgumentWhy PPC?1. It Gives A Company Control • Great tracking, control experience • Variable budgets • Broad to specific (ex. tv - flat screen tv - Sony flat screen tv)2. Compliments SEO • Increases overall CTR
    12. 12. Make An ArgumentWhy PPC?1. It Gives A Company Control • Great tracking, control experience • Variable budgets • Broad to specific (ex. tv - flat screen tv - Sony flat screen tv)2. Compliments SEO • Increases overall CTR • Helps SEO keyword selection
    13. 13. Make An ArgumentWhy PPC?1. It Gives A Company Control • Great tracking, control experience • Variable budgets • Broad to specific (ex. tv - flat screen tv - Sony flat screen tv)2. Compliments SEO • Increases overall CTR • Helps SEO keyword selection • Goes where SEO cannot
    14. 14. THE BASICSGetting Started
    15. 15. THE BASICSGetting Started1. Online Goals (Break Them Down)
    16. 16. THE BASICSGetting Started1. Online Goals (Break Them Down) • Not just flowers, but sympathy flowers, wedding flowers, etc.
    17. 17. THE BASICSGetting Started1. Online Goals (Break Them Down) • Not just flowers, but sympathy flowers, wedding flowers, etc. • Not just new homes, but new luxury homes, luxury condos, etc.
    18. 18. THE BASICSGetting Started1. Online Goals (Break Them Down) • Not just flowers, but sympathy flowers, wedding flowers, etc. • Not just new homes, but new luxury homes, luxury condos, etc.2. Who and Where Is Your Market
    19. 19. THE BASICSGetting Started1. Online Goals (Break Them Down) • Not just flowers, but sympathy flowers, wedding flowers, etc. • Not just new homes, but new luxury homes, luxury condos, etc.2. Who and Where Is Your Market • Geography and language
    20. 20. THE BASICSGetting Started1. Online Goals (Break Them Down) • Not just flowers, but sympathy flowers, wedding flowers, etc. • Not just new homes, but new luxury homes, luxury condos, etc.2. Who and Where Is Your Market • Geography and language • Are competitors online?
    21. 21. Resources To BookmarkImportant Tools
    22. 22. Resources To BookmarkImportant Tools1. Great Places To Look
    23. 23. Resources To BookmarkImportant Tools1. Great Places To Look • Google Keyword Tool, Analytics, and Related Searches
    24. 24. Resources To BookmarkImportant Tools1. Great Places To Look • Google Keyword Tool, Analytics, and Related Searches • Competitors’ sites (and names, products)
    25. 25. Resources To BookmarkImportant Tools1. Great Places To Look • Google Keyword Tool, Analytics, and Related Searches • Competitors’ sites (and names, products) • Customers/Clients (vs. industry speak)
    26. 26. Resources To BookmarkImportant Tools1. Great Places To Look • Google Keyword Tool, Analytics, and Related Searches • Competitors’ sites (and names, products) • Customers/Clients (vs. industry speak) • Misspellings (especially your brand!)
    27. 27. Resources To BookmarkImportant Tools1. Great Places To Look • Google Keyword Tool, Analytics, and Related Searches • Competitors’ sites (and names, products) • Customers/Clients (vs. industry speak) • Misspellings (especially your brand!)2. Be Specific (4 Or More Words Is Great!)
    28. 28. Resources To BookmarkImportant Tools1. Great Places To Look • Google Keyword Tool, Analytics, and Related Searches • Competitors’ sites (and names, products) • Customers/Clients (vs. industry speak) • Misspellings (especially your brand!)2. Be Specific (4 Or More Words Is Great!) • Customers search for specific products
    29. 29. Resources To BookmarkImportant Tools1. Great Places To Look • Google Keyword Tool, Analytics, and Related Searches • Competitors’ sites (and names, products) • Customers/Clients (vs. industry speak) • Misspellings (especially your brand!)2. Be Specific (4 Or More Words Is Great!) • Customers search for specific products • Quality Score is important for Google
    30. 30. Building Your CampaignSpecific Vs. General
    31. 31. Building Your CampaignSpecific Vs. General1. Buckets
    32. 32. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per Adgroup
    33. 33. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per Adgroup • Don’t be afraid of too many Adgroups
    34. 34. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per Adgroup • Don’t be afraid of too many Adgroups • Action words: buy, find, get, reviews
    35. 35. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per Adgroup • Don’t be afraid of too many Adgroups • Action words: buy, find, get, reviews2. Ad Copy and Landing Page Relevancy
    36. 36. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per Adgroup • Don’t be afraid of too many Adgroups • Action words: buy, find, get, reviews2. Ad Copy and Landing Page Relevancy • Try to use keywords in ad (better QS)
    37. 37. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per Adgroup • Don’t be afraid of too many Adgroups • Action words: buy, find, get, reviews2. Ad Copy and Landing Page Relevancy • Try to use keywords in ad (better QS) • Never just the homepage
    38. 38. Get It GoingTrack Early and Often
    39. 39. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch
    40. 40. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Test the searches
    41. 41. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Test the searches • Make sure your metrics work
    42. 42. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Test the searches • Make sure your metrics work • Look for negative words, opportunities
    43. 43. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Test the searches • Make sure your metrics work • Look for negative words, opportunities2. Always Try New Buckets, PAUSE The Bad
    44. 44. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Test the searches • Make sure your metrics work • Look for negative words, opportunities2. Always Try New Buckets, PAUSE The Bad • Example of funeral homes, cities, postal codes
    45. 45. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Test the searches • Make sure your metrics work • Look for negative words, opportunities2. Always Try New Buckets, PAUSE The Bad • Example of funeral homes, cities, postal codes • Broad Match, Phrase Match, Exact Match (Massage Therapy School ex.)
    46. 46. SummaryWhat To Remember
    47. 47. SummaryWhat To Remember1. Be Specific About Goals
    48. 48. SummaryWhat To Remember1. Be Specific About Goals2. Who and Where Is Your Market
    49. 49. SummaryWhat To Remember1. Be Specific About Goals2. Who and Where Is Your Market3. Use Tools, Resources For Your Keywords
    50. 50. SummaryWhat To Remember1. Be Specific About Goals2. Who and Where Is Your Market3. Use Tools, Resources For Your Keywords4. Set Up Into Buckets
    51. 51. SummaryWhat To Remember1. Be Specific About Goals2. Who and Where Is Your Market3. Use Tools, Resources For Your Keywords4. Set Up Into Buckets5. Refine Over Time
    52. 52. JOHN BARRON johnbarron.net (blog) facebook.com/jfbppcslideshare.net/JohnBarron1

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