Search Marketing Essentials

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This is a presentation on the relevancy of search marketing in an increasingly complex digital marketing landscape as well as on the fundamentals of putting a PPC campaign together.

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  • Search Marketing Essentials

    1. 1. SEARCH MARKETING ESSENTIALSPPC marketing in a changing digital landscape By John Barron
    2. 2. PPC or SEO
    3. 3. PPC or SEO According to a study by Engine Ready, based on traffic to 26 e-retail sites in a 12-month period, visitors who arrive at a retailers site from paid search ads are 50% more likely to buy than those who come from clicking on a naturalsearch link. The conversion rate from paid search is 2.03% versus 1.26% from organic search, as reported by Internet Retailer.
    4. 4. Search or Social
    5. 5. Search or SocialThe Internet is expected to be the biggestcontributor of new ad dollars to the globalmarket. This strong momentum will position theInternet as the second-biggest advertising mediaglobally, this year or at the latest next year, aheadof newspapers. (MAGNAGLOBAL)The largest driver of digital mediaspending is search marketing.
    6. 6. Companies Still Rely On ItWhy PPC?
    7. 7. Companies Still Rely On ItWhy PPC?1. It Gives A Company Control
    8. 8. Companies Still Rely On ItWhy PPC?1. It Gives A Company Control • Great tracking
    9. 9. Companies Still Rely On ItWhy PPC?1. It Gives A Company Control • Great tracking • Control experience
    10. 10. Companies Still Rely On ItWhy PPC?1. It Gives A Company Control • Great tracking • Control experience • Variable budgets
    11. 11. Companies Still Rely On ItWhy PPC?1. It Gives A Company Control • Great tracking • Control experience • Variable budgets2. Constantly Evolving
    12. 12. Companies Still Rely On ItWhy PPC?1. It Gives A Company Control • Great tracking • Control experience • Variable budgets2. Constantly Evolving • Local
    13. 13. Companies Still Rely On ItWhy PPC?1. It Gives A Company Control • Great tracking • Control experience • Variable budgets2. Constantly Evolving • Local • Mobile
    14. 14. Companies Still Rely On ItWhy PPC?1. It Gives A Company Control • Great tracking • Control experience • Variable budgets2. Constantly Evolving • Local • Mobile • Other changes
    15. 15. THE BASICSGetting Started
    16. 16. THE BASICSGetting Started1. Is Pay-Per-Click Marketing on Google Good For Your Business?
    17. 17. THE BASICSGetting Started1. Is Pay-Per-Click Marketing on Google Good For Your Business? • Do users search for your product or services on Google?
    18. 18. THE BASICSGetting Started1. Is Pay-Per-Click Marketing on Google Good For Your Business? • Do users search for your product or services on Google? • Are your competitors already there?
    19. 19. THE BASICSGetting Started1. Is Pay-Per-Click Marketing on Google Good For Your Business? • Do users search for your product or services on Google? • Are your competitors already there? • Content Network is alternative
    20. 20. THE BASICSGetting Started1. Is Pay-Per-Click Marketing on Google Good For Your Business? • Do users search for your product or services on Google? • Are your competitors already there? • Content Network is alternative2. Define Your PPC Goals
    21. 21. THE BASICSGetting Started1. Is Pay-Per-Click Marketing on Google Good For Your Business? • Do users search for your product or services on Google? • Are your competitors already there? • Content Network is alternative2. Define Your PPC Goals • You only can achieve a click
    22. 22. THE BASICSGetting Started1. Is Pay-Per-Click Marketing on Google Good For Your Business? • Do users search for your product or services on Google? • Are your competitors already there? • Content Network is alternative2. Define Your PPC Goals • You only can achieve a click • Goals become your kpi’s
    23. 23. Small Biz Like Big BizThe Fundamentals
    24. 24. Small Biz Like Big BizThe Fundamentals1. No Analytics, No Success
    25. 25. Small Biz Like Big BizThe Fundamentals1. No Analytics, No Success • Must track a minimum of leads/sales
    26. 26. Small Biz Like Big BizThe Fundamentals1. No Analytics, No Success • Must track a minimum of leads/sales • Phone # Tracking (AdInsight.com, list: http:// bit.ly/s6IGeI, tips: http://selnd.com/sJ8JIZ, Adwords Call Metrics: http://bit.ly/uSt8Cv )
    27. 27. Small Biz Like Big BizThe Fundamentals1. No Analytics, No Success • Must track a minimum of leads/sales • Phone # Tracking (AdInsight.com, list: http:// bit.ly/s6IGeI, tips: http://selnd.com/sJ8JIZ, Adwords Call Metrics: http://bit.ly/uSt8Cv ) • Analytics and Conversion Tracking
    28. 28. Small Biz Like Big BizThe Fundamentals1. No Analytics, No Success • Must track a minimum of leads/sales • Phone # Tracking (AdInsight.com, list: http:// bit.ly/s6IGeI, tips: http://selnd.com/sJ8JIZ, Adwords Call Metrics: http://bit.ly/uSt8Cv ) • Analytics and Conversion Tracking2. Other Indicators
    29. 29. Small Biz Like Big BizThe Fundamentals1. No Analytics, No Success • Must track a minimum of leads/sales • Phone # Tracking (AdInsight.com, list: http:// bit.ly/s6IGeI, tips: http://selnd.com/sJ8JIZ, Adwords Call Metrics: http://bit.ly/uSt8Cv ) • Analytics and Conversion Tracking2. Other Indicators • Bounce rate
    30. 30. Small Biz Like Big BizThe Fundamentals1. No Analytics, No Success • Must track a minimum of leads/sales • Phone # Tracking (AdInsight.com, list: http:// bit.ly/s6IGeI, tips: http://selnd.com/sJ8JIZ, Adwords Call Metrics: http://bit.ly/uSt8Cv ) • Analytics and Conversion Tracking2. Other Indicators • Bounce rate • Avg. pageview, time on site
    31. 31. Building Your CampaignSpecific Vs. General
    32. 32. Building Your CampaignSpecific Vs. General1. Buckets
    33. 33. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per adgroup
    34. 34. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per adgroup • Keyword Tool, customers, competitors
    35. 35. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per adgroup • Keyword Tool, customers, competitors • Misspellings, competitor names
    36. 36. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per adgroup • Keyword Tool, customers, competitors • Misspellings, competitor names • 4-word plus terms best opportunity
    37. 37. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per adgroup • Keyword Tool, customers, competitors • Misspellings, competitor names • 4-word plus terms best opportunity2. Ad Copy and Landing Page
    38. 38. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per adgroup • Keyword Tool, customers, competitors • Misspellings, competitor names • 4-word plus terms best opportunity2. Ad Copy and Landing Page • Try to use keywords in ad (better QS)
    39. 39. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per adgroup • Keyword Tool, customers, competitors • Misspellings, competitor names • 4-word plus terms best opportunity2. Ad Copy and Landing Page • Try to use keywords in ad (better QS) • Never just the homepage
    40. 40. Building Your CampaignSpecific Vs. General1. Buckets • 30-60 words per adgroup • Keyword Tool, customers, competitors • Misspellings, competitor names • 4-word plus terms best opportunity2. Ad Copy and Landing Page • Try to use keywords in ad (better QS) • Never just the homepage • Compelling language, key selling point
    41. 41. Get It GoingTrack Early and Often
    42. 42. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch
    43. 43. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Test the searches
    44. 44. Get It GoingTrack Early and Often1. Be Very Vigilant At Launch • Test the searches • Make sure your metrics work
    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, opportunities
    46. 46. 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, Cut The Bad
    47. 47. 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, Cut The Bad • Example of funeral homes, cities
    48. 48. 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, Cut The Bad • Example of funeral homes, cities • Conversion Optimizer, Enhanced CPC
    49. 49. 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, Cut The Bad • Example of funeral homes, cities • Conversion Optimizer, Enhanced CPC • Multiple ads, Ad Extensions
    50. 50. The Big IdeaBudget
    51. 51. The Big IdeaBudget
    52. 52. SummaryWhat To Remember
    53. 53. SummaryWhat To Remember1. Is PPC Right For The Business
    54. 54. SummaryWhat To Remember1. Is PPC Right For The Business2. Tracking Is Essential, KPI’s
    55. 55. SummaryWhat To Remember1. Is PPC Right For The Business2. Tracking Is Essential, KPI’s3. Buckets of Terms
    56. 56. SummaryWhat To Remember1. Is PPC Right For The Business2. Tracking Is Essential, KPI’s3. Buckets of Terms4. Ads and Landing Pages
    57. 57. SummaryWhat To Remember1. Is PPC Right For The Business2. Tracking Is Essential, KPI’s3. Buckets of Terms4. Ads and Landing Pages5. Monitor, Test and Adjust (AdPreview Tool: http://bit.ly/TxB12l)
    58. 58. Some IndustriesFood For Thought
    59. 59. Some Industries Food For Thought1. Online Retail
    60. 60. Some Industries Food For Thought1. Online Retail • All online
    61. 61. Some Industries Food For Thought1. Online Retail • All online • Branding still required
    62. 62. Some Industries Food For Thought1. Online Retail • All online • Branding still required2. Real Estate
    63. 63. Some Industries Food For Thought1. Online Retail • All online • Branding still required2. Real Estate • Local pushes destination
    64. 64. Some Industries Food For Thought1. Online Retail • All online • Branding still required2. Real Estate • Local pushes destination • National pushes service
    65. 65. Some Industries Food For Thought1. Online Retail • All online • Branding still required2. Real Estate • Local pushes destination • National pushes service3. Law Firms
    66. 66. Some Industries Food For Thought1. Online Retail • All online • Branding still required2. Real Estate • Local pushes destination • National pushes service3. Law Firms4. Tourism
    67. 67. JOHN BARRON facebook.com/jfbppcslideshare.net/JohnBarron1 @jbster13

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