LSA Bootcamp Charlotte: Beyond SEO - Paid Search Best Practices (Google)

1. Google Confidential and Proprietary Paid Search Basics & Best Practices July 26, 2015

2. Google Confidential and Proprietary Channel Sales Liz Olinger Account Manager Introductions

3. Google Confidential and Proprietary Objectives The Digital Consumer. A Recap. Search Engine Results Page (SERP) Basics Why Paid is Important Benefits of Search Engine Marketing (SEM) Paid Search Best Practices

4. Google Confidential and Proprietary The Digital Consumer. A Recap.

5. Google Confidential and Proprietary Vatican City, 2005

6. Google Confidential and Proprietary Vatican City, 2013

7. Google Confidential and Proprietary 2.2 Hours a day (in the US) on mobile content Hours a day with digital 5+ Source: eMarketer, 2014. As consumers, we’re constantly connected...

8. Google Confidential and Proprietary Day EveningMorningNight Hourly Distribution of Searches by Platform (doesn’t reflect absolute traffic volume) Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes. ...but how we’re connected varies.

9. Google Confidential and Proprietary 4:03pm 1:48pm 9:02am 11:43pm 10:40am 7:36pm 10:02pm 9:51am 2:19pm 8:03pm 11:11am 1:02am Businesses want to be there, and be relevant.

10. Google Confidential and Proprietary 10.7 sources Consumers consult an average of 10.7 sources prior to purchase Consumers are hyper-informed before purchasing Digital is changing the Advertising Landscape of U.S. Internet users go online to search for information about products and services78%

11. Google Confidential and Proprietary Search “how to buy a new car” Read News article for advice on different brands, models & specs Email friend for car and dealer advice Visit Automotive site to read reviews and compare Search “Honda dealers in Sacramento” Visit Honda dealer Conversion Re-marketing Display Ads Making the Path to Purchase More Complex.

12. Google Confidential and Proprietary Search “how to buy a new car” Read News article for advice on different brands, models & specs Email friend for car and dealer advice Visit Automotive site to read reviews and compare Search “Honda dealers in Sacramento” Visit Honda dealer Conversion Re-marketing Display Ads Search is Key to Any Digital Advertising Strategy

13. Google Confidential and Proprietary For local services customers, search engines are the leading source of information Review sites or apps 39% Local service comparison sites/apps 38% Coupon or daily deal sites/apps 32% Social networking sites or apps 27% Search Engines 74% Brand, company sites or apps 49% Map sites or apps 42% Online Sources of Local Services Information (Any Device) Source: Google/Ipsos, Industry Multi-Screen Study: Local Services, 2013. Base: Total Respondents (2012). Q. Which websites or applications ("apps") did you access in the last 6 months for your local services planning? Methodology Note: All participants were screened-in on category- specific service usage, use of Internet as a resource for local services and general smartphone usage.

14. Google Confidential and Proprietary Search Engine Results Page (SERP) Basics

15. Google Confidential and Proprietary query paid results Anatomy of Search Engine Results Page organic results

16. Google Confidential and Proprietary Difference Between Organic & Paid Results

17. Google Confidential and Proprietary Why Paid is Important

18. Google Confidential and Proprietary Your customers expect to find you1 Control your message Real estate matters Paid + Organic: Drive more traffic Direct potential customers Why Paid Search is Important 2 3 4 5

19. Google Confidential and Proprietary Search Engine Results Page Heat Map (After 8 seconds) ● ¾ of consumers expect leading brands to be at the top of the page ● ⅓ associate placement with a company’s prominence 1. Customers Expect to Find You

20. Google Confidential and Proprietary Structuring An Account For Success 2. Control Your Message

21. Google Confidential and Proprietary 3. Direct Potential Customers

22. Google Confidential and Proprietary 4. Real Estate Matters

23. Google Confidential and ProprietarySource: Studies Show Search Ads Drive 89% Incremental Traffic, Research @ Google, July 21, 2013. “Advertisers that pause their search advertising campaigns sometimes cite concerns about how much of the traffic to the sites is truly incremental to clicks on natural search results.” Studies show search ads drive 89% incremental traffic on avg For local SMBs, search ads drive 98% incremental traffic on avg 5. Paid + Organic: Drive More Traffic

24. Google Confidential and Proprietary Benefits of Search Engine Marketing (SEM)

25. Google Confidential and Proprietary Presence Meet consumer expectations Immediacy SEO takes time and is not guaranteed Incremental Traffic beyond Organic Results Targeted Reach user intent + scaled message Increased Relevance hyper-local targeting and message control Transparency track conversions + ROI Source: Studies Show Search Ads Drive 89% Incremental Traffic, Research @ Google, July 21, 2013. VersusOrganic VersusotherMedia Benefits of Search Engine Marketing

26. Google Confidential and Proprietary ● Control Daily Spending Limit ● Control and Tailor Marketing Message ● Control and tailor targeting by Audience, Device, Day- part, Geography ● Conversion or Call tracking You Have Control and Can Measure Results

27. Google Confidential and Proprietary Technology Levels the Playing Field for SMBs

28. Google Confidential and Proprietary Search Engine Marketing Best Practices

29. Google Confidential and Proprietary Account structure and targeting Campaign set-up & management, audience targeting, keyword match types, and ad extensions Bid management Consistent bid management with mathematical reason behind each bid change Set Goals Business driven; targeting financial outcomes Search Engine Marketing Best Practices

30. Google Confidential and Proprietary Goal-setting drives search engine marketing success Why is goal-setting critical? Best practices Think of search engine marketing as an investment versus a cost. Define business- driven objectives ● Articulate your business objective, e.g.,: ○ eCommerce Sales ○ Drive leads / sign-ups ○ Boost in-store traffic ○ Drive calls ○ Raise brand awareness / brand affinity Recognize full value Target financial outcomes ● Define full value of each customer, incorporating ○ Online and offline value of customer ○ Customer’s lifetime value ○ Path to purchase ○ Product profit margins ● For conversion-focused objectives: ○ Consider prioritizing maximum profit ○ Makes estimates where necessary ● For brand-focused objectives, focus on awareness / impression metrics

31. Google Confidential and Proprietary The Auction Ad Rank = Quality Score x Bid

32. Google Confidential and Proprietary The Components of Quality Score Quality Score Expected Click-Through-Rate Ad Relevance Landing Page Experience Takeaway: Higher quality scores means lower bids are needed to rank competitively in the search results.

33. Google Confidential and Proprietary Clear account structure and targeting greatly influences performance of Search Best practices Account Campaigns Ad groups Keywords ● Plan each campaign around a single business goal (e.g., product sales, brand awareness, regional launch promotion, demographic targeting) ● Consider initial campaign structure around client website (e.g., products, brands) ● Advanced campaign structures should augment initial structure with audience based campaigns (e.g., geo, site visits) ● Split each campaign into ad groups each with a single theme ○ Simpler to create focused, effective keywords and compelling and powerful ad creative ○ Can improve CTR and ad quality ● Variations in how consumers search should be reflected in your keywords (e.g., industries, products, concepts, brands) ● Expand keyword set using Google Keyword Tool ● Iterate and refine as necessary Example ABC Furniture Table sales or New York market Coffee tables glass coffee table Best practicesComponent

34. Google Confidential and Proprietary Think About How Customers Could Reach You When Selecting Keywords Why: Variations in the different ways consumers search should be reflected in your keyword set. Industry Snack Foods Products Candy Bars Related fields Dessert Catering Concepts Holiday gifts for my boss Your Brand Candy City Brands You Sell Snickers Your Website

35. Google Confidential and Proprietary Implement ad extensions to meet your business goals and gain visual real estate TOP OF THE PAGE ORGANIC LISTINGS SIDE OF THE PAGE BOTTOM OF THE PAGE LOCATION SOCIAL CALL SELLER RATINGS PREVIOUS VISIT example Callout Review LocationSitelinks Social Call Previous Visit Seller Ratings Structured Snippets Consumer Ratings App Extension $ Improved visibility You can show up to four extensions with your ad, giving you extra search engine results page real estate that can go a long way to stand out. Better qualify your customers Extensions enable customer engagement the way you want it, whether you’d like customers to contact you by phone, come to your location, or visit your website. More relevant traffic to your site Giving users more information often translates to a higher clickthrough rate for you. More clicks means more customer traffic.

36. Google Confidential and Proprietary Rigorous bid management processes enable continuous improvement Why bid management is critical Best practices ● Continuous bid management enables strong Search performance as consumer and competitive environment changes ● Refine bid strategies on an ongoing basis. Don’t “set it and forget it!” Be sure to add campaigns as business and results evolve. ● Define and adhere to mathematical rules for setting and modifying bids (e.g. to target maximum profit) ● Ensure ability to track cause and effect of a given bid modification

37. Google Confidential and Proprietary Key Takeaways Be there, be relevant; your customers expect to find you. Technology levels the playing field for small and medium businesses SEM is immediate, gives you control, and transparency Set goals and optimize SEM through great account structure and bid management

38. Google Confidential and Proprietary Need Help? Visit www.google.com/partners

39. Google Confidential and Proprietary 39 Google confidential Jump in! Google Confidential and Proprietary 39

LSA Bootcamp Charlotte: Beyond SEO - Paid Search Best Practices (Google)

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LSA Bootcamp Charlotte: Beyond SEO - Paid Search Best Practices (Google)