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Introduction to Paid Search By Matt Van Wagner


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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Paid Search Fundamentals. PRESENTATION: Introduction to Paid Search - Given by Matt Van Wagner, @mvanwagner, President - Find Me Faster. #SMX #13D

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Introduction to Paid Search By Matt Van Wagner

  1. 1. #SMX #13D @mvanwagner Getting Started on Google, Bing, and Yahoo INTRODUCTION TO PAID SEARCH
  2. 2. #SMX #13D @mvanwagner Opening New Business Goal: Get people in store One Month Later: 124K Ad Impressions 300+ Qualified Visitors to Site Cost - $185 Why I Love PPC
  3. 3. #SMX #13D @mvanwagner Why I Love PPC
  4. 4. #SMX #13D @mvanwagner Why I Love PPC Shows only to these people !!!! This Simple Ad…
  5. 5. #SMX #13D @mvanwagner Investment in PPC ads is measurable & scalable. Why I Love PPC
  6. 6. #SMX #13D @mvanwagner Why I Love PPC PPC Allows You More Control over Messaging Get going quickly. Discover what words convert (in a “not provided” SEO world). Manage risk of algorithm changes. Predictable, dependable flow of traffic. You write the ads that appear. You determine what pages visitors first see. Shows you what keywords convert !!! PPC and SEO are Complementary
  7. 7. #SMX #13D @mvanwagner
  8. 8. #SMX #13D @mvanwagner What is Google?
  9. 9. #SMX #13D @mvanwagner •  Reach Audiences Worldwide •  Any Country •  Any Language •  20+ Billion searches/mo. worldwide •  67% of all U.S. searches are powered by Google World’s Favorite Search Engine
  10. 10. #SMX #13D @mvanwagner Google Search Ads
  11. 11. #SMX #13D @mvanwagner •  Google search powers many web properties •  Google is default search engine - AOL - Ask •  - Google Maps - Internet Service Providers (ISPs) such as Xfinity, Earthlink, Verizon, & others. Wherever Google provides search results, they can also place your ads. More than just
  12. 12. #SMX #13D @mvanwagner More than just Text Ads Google places banner and rich media ads across the internet. •  Internet users spend 95% of their time browsing /reading website content. •  Google’s display ad network reaches 2 Million+ websites, videos, & mobile apps around the world.
  13. 13. #SMX #13D @mvanwagner •  A Powerful, Global Online Advertising Platform •  Puts full control in your hands! •  Creating Ads •  Budgeting •  Scheduling •  Targeting •  Reporting •  Automation Google AdWords
  14. 14. #SMX #13D @mvanwagner This is Bing
  15. 15. #SMX #13D @mvanwagner This is Yahoo!
  16. 16. #SMX #13D @mvanwagner •  Microsoft & Yahoo! Formed a Search Alliance (Jul-09) The Yahoo! Bing Network Microsoft’s Bing Search Powers Bing and Yahoo! natural and paid search results Microsoft’s Bing Ads Unified ad serving platform to manage campaigns on Yahoo! and Bing. ** Display ads not included in the alliance.
  17. 17. #SMX #13D @mvanwagner Huge Search Market Unique Searchers Unique searchers on the Yahoo! Bing Network. Yahoo! Bing Network unique searchers that don’t use Google. In the U.S. 5.6 Billion searches monthly; roughly 1/3 of all U.S. searches. 163 Million unique searchers 54 Million searchers who are not using Google Wordwide 489 Million unique searchers 94 Million who do not use Google!
  18. 18. #SMX #13D @mvanwagner Your Ads Reach Here
  19. 19. #SMX #13D @mvanwagner And Here…
  20. 20. #SMX #13D @mvanwagner •  Puts Full Control into Hands of Advertisers! •  Creating Ads •  Budgeting •  Scheduling •  Geo-Targeting •  Reporting •  Plus…. Easy Import from Google AdWords Bing Ads
  21. 21. #SMX #13D @mvanwagner Paid Search Overview Keywords: Ads: Words & phrases that trigger ads to show Really, really, short sales pitches in text or images. Landing Page: The first page people see after they click your ad. Optimization: Active daily management for all of the above. Testing & tracking results, increasing conversions, revenues, and returns on ad spend. Bids: How much you are willing to pay to show your ads, get clicks & conversions. Conversions: Actions taken by your visitors that you want to track such as leads, orders, downloads, phone calls. Targeting: Audiences, Geo-segments, devices, day parting
  22. 22. #SMX #13D @mvanwagner Geographic Time of Day / Day of Week Demographic Device Types Behavioral Audiences Targeting Options
  23. 23. #SMX #13D @mvanwagner Where you have an advantage…exploit it! Improve Ad Position & ROI Bid by Time Zone Target Areas by Language Choose Your Battle Zones Geographic Targeting
  24. 24. #SMX #13D @mvanwagner Geographic Targeting
  25. 25. #SMX #13D @mvanwagner Time & Day Targeting Note: Ad scheduling works differently on Google AdWords vs Bing Ads. Bing Ads: Scheduling times based on where users see the ad. Google AdWords: Schedule based on your AdWords account location.
  26. 26. #SMX #13D @mvanwagner Demographic Targeting With Bing Ads, you can bid more for your best demographic segments.
  27. 27. #SMX #13D @mvanwagner
  28. 28. #SMX #13D @mvanwagner How Do Paid Search Engines Really Work? ● How does an ad get selected? ● Does the highest bid always get the top spot? ● How much does it cost to show my ad? ● What is the best ad position? Paid Search Auctions
  29. 29. #SMX #13D @mvanwagner How Search Engines Work You Search Engine Schumann Dichterliebe
  30. 30. #SMX #13D @mvanwagner How Search Engines Work You Search Engine Advertisers Schumann Dichterliebe CD
  31. 31. #SMX #13D @mvanwagner What is Best Ad Position? In general, the higher your ads appear, the more clicks you get and the more you pay.
  32. 32. #SMX #13D @mvanwagner Your Keywords & Max Bids User Search Query: Blue Widgets Red Widgets $.10 Blue Widgets $.10 Blue Green Widgets $.10 Blue Widgets Buy blue widgets today. Free next-day shipping. In Your Perfect World... You're a Winner!!! CPC = $.10 or less! Your Ad Your Site:
  33. 33. #SMX #13D @mvanwagner …this would be a great set of answers. Ads Competing Against Each Other On a search for the color blue… What Search Engines Want
  34. 34. #SMX #13D @mvanwagner $ 3$ 1 $ 2 $ 4 $.25$10 $ .30 $ 6 If highest bid determined ad display… What Advertisers Want Ads Competing Against Each Other on Bid Price …results may not be quite as relevant.
  35. 35. #SMX #13D @mvanwagner Quality Score, Bids and Ad Ranking ● Relevancy: Relationship of Keywords à Ads à Landing page The nature of the click ● Historical Performance (CTR): Keywords Keywords + Ads in combination Ad groups, campaigns, account ● Max Bid Price A Hybrid Solution – Quality Scoring
  36. 36. #SMX #13D @mvanwagner Who Wins the Top Spot? $ .30 $ 3$ 1 $ 2 $ 4 $.25$6 $ 5 .95 .90 .30 .30 .10 .25 .80 .95 Lets Say Quality Scores look like this AD RANK = QS x Max Bid 1.8 1.21.5 .95 .90
  37. 37. #SMX #13D @mvanwagner What Do They Pay? $ 3$ 1 $ 2 $ 4 $.25$6 $ .30 $ 5 .95 .90 .30 .30 .15 .25 .80 .95 Lets Say Quality Scores look like this AD RANK = QS x MAX Bid 1.8 1.21.5 .95 .90 $ .10 $ .96 $3.18 $4.81 $1.68 Lesson: Write relevant ads and select relevant keywords. Bid reasonably.
  38. 38. #SMX #13D @mvanwagner Getting Started What is the primary goal of your campaign? ● Leads, sales, brand building? How do you define success? ● Online vs. offline sales conversions. ● Steps on the path towards sales conversion. Measure real world actions, not just CTR or CPC! How do you measure success? ● AdWords and Bing Ads conversion tracking. ● Web analytics (Google Analytics, Omniture, Coremetrics, etc). ● How much the phones are ringing. ● Total company sales and profits increasing.
  39. 39. #SMX #13D @mvanwagner Campaign Ad Group Ad 1 keywords keyword1 keyword2 keyword3 keyword4 . . Ad 2 Landing Page Structure of a PPC Account
  40. 40. #SMX #13D @mvanwagner
  41. 41. #SMX #13D @mvanwagner Getting Semantics Straight Keywords are not Search Queries Keywords = what you bid on Search Queries = what users type into a search box
  42. 42. #SMX #13D @mvanwagner Keyword Match Types Match types control how closely your keywords match with a user’s search query: Broad Match: Very loose matching = too much traffic Broad Match Modifier: Loose, more control = lots of traffic Phrase Match: Tighter matching = less traffic Exact Match: Tightest matching = least traffic Negative Match: Prevents matches, restricts traffic
  43. 43. #SMX #13D @mvanwagner Broad Match Match Type Broad Match (DEFAULT) Syntax word1 word2 word3 What it matches to: Queries with words in any order. Synonyms, plurals & any close variants that search engines believe could be relevant User Search Query: Your keyword is: Can it Match? wedding cake wedding cake YES cakes wedding cake MAYBE pictures of wedding cakes wedding cake YES wedding dresses wedding cake MAYBE yellow cake wmd wedding cake YES hemarroid cream wedding cake YES
  44. 44. #SMX #13D @mvanwagner Broad Match Modifier Match Type Modified Broad Match Keyword Syntax +word1 +word2 What it matches to: Queries containing those keywords in any order Plurals, close variants User Search Query: Your keyword is: Will it Match? wedding cake +wedding +cake YES birthday cakes +wedding +cake NO pictures of wedding cakes +wedding +cake YES weeding cup cakes +wedding +cake MAYBE cakes +wedding +cake NO wedding dresses +wedding +cake NO
  45. 45. #SMX #13D @mvanwagner Phrase Match Match Type Phrase Syntax “word1 word2 word3” What it matches to: Queries with those words together Queries in that word order Also matches to: Misspellings, singular & plurals, acronyms, stemmings (such as wedding & weddings) abbreviations, and accents. User Search Query: Your keyword is: Will it Match? wedding cake “wedding cake” YES Chelsea wedding cakes bakery “wedding cakes” YES gluten-free cakes, weddings “wedding cakes” NO wedding cupcake “wedding cakes” NO weeding cake “wedding cakes” MAYBE bride’s cake “wedding cakes” NO
  46. 46. #SMX #13D @mvanwagner Exact Match Match Type Exact Syntax [word1 word2] What it matches to: Queries with only those words Queries with exact word order Optionally: Close variations User Search Query: Your keyword is: Will it Match? wedding cake [wedding cake] YES wedding cakes [wedding cake] YES white wedding cake [wedding cake] NO wedding cup cake [wedding cake] NO
  47. 47. #SMX #13D @mvanwagner Negative Match Match Type Negative Match Keyword Syntax -word, or –word1 word2 word3 What it excludes: Search queries containing that literal keyword If you want to exclude plurals, add them explicitly. Optionally: There are Exact, Phrase and Broad match negatives available (AdWords). User Search Query: Your negative keywords are: Will it prevent the match wedding cake -wedding YES birthday cakes -wedding NO pictures of wedding cakes -wedding YES weeding cup cakes -wedding NO cakes -wedding NO hemorrhoid cream -wedding NO
  48. 48. #SMX #13D @mvanwagner Building Keyword Lists Start with your own brain ● What words / phrases describe what you are promoting? ● What words do other people use? ● Synonyms, misspellings. ● Words that will bring the wrong people to you. ● Start with keywords that contain 2 or 3 words (aka terms, tokens) ● Absolutely use your own brand names.
  49. 49. #SMX #13D @mvanwagner Create Keyword Lists shepherds german shepherds shepherd dogs pure-bred shepherds labrador puppies labradors black lab puppies black labs golden lab chocolate labrador brown labradors black lab puppies black labs retreivers pug dogs puppies small pet dogs lassie dogs collies poodles toy poodles shitzo mutts weiner dogs irish retriever sheep herding dogs pure bred dobermans pit bulls vietnamese pot belly pigs dalmations dalmation puppies dalmation pups golden retrievers golden retriever
  50. 50. #SMX #13D @mvanwagner Organize Keyword Lists Pull them into smaller, tighter groups: Labradors labrador puppies labradors black labs golden lab chocolate labrador brown labradors black lab puppies black labs Shepherds shepherds german shepherds shepherd dogs pure-bred shepherds Retrievers golden retrievers golden retriever retreivers Pugs pug dogs pug dog pugs
  51. 51. #SMX #13D @mvanwagner Keyword Tools Search Engine Tools Google: Search Based Keyword Tool Microsoft: Microsoft Advertising Intelligence Competitive Analysis Tools – Ads & Keywords AdGooroo SpyFu Keyword Spy WordTracker Ispionage Keyword Manipulation Tools Rapid Keyword Permutator WordStream Microsoft Excel SEOBook Acquisio Broad Match Modifier Generator
  52. 52. #SMX #13D @mvanwagner
  53. 53. #SMX #13D @mvanwagner Write Great Ads Note the Variety of Copy Styles: 1st Person story. Trusted Authority – “Uses Quotes” Price Appeal Convenience - Call 800 # Get Information – Medical Alert Guide We’re different from “Them” Which of these is the best ad?
  54. 54. #SMX #13D @mvanwagner Who are you selling to? Who are you talking to? Who buys? Who influences? Who is it actually for? What motivates them? Speak directly to one of these people.
  55. 55. #SMX #13D @mvanwagner What are you selling?
  56. 56. #SMX #13D @mvanwagner What are they really buying?
  57. 57. #SMX #13D @mvanwagner Features: Timer, Easy to Use, Discount, Affordable Free Shipping Benefits: Organize pills better Take charge of your health Keep parents well connected Are you selling what they're buying?
  58. 58. #SMX #13D @mvanwagner Stress Benefits, Not Features Feature Benefit Creative Benefit Vibrating Watch Alarm Get pill reminders even if you have trouble hearing. Vibrating pill reminder. Works even when Mom’s TV is blaring away. Vibrating pill reminder works even if Dad’s hearing aid is off.
  59. 59. #SMX #13D @mvanwagner Tips for Writing Great Ads Switch from your Left Brain to you Right Brain Go for a walk Sing a song Laugh Doodle · Do not start writing ads in Excel spreadsheets! · Start with story-telling. Talk out loud. · Try a “non-verbal zero draft” · Go listen to your sales team at work.
  60. 60. #SMX #13D @mvanwagner Writing Great Ads Headlines Use keywords in the headline when possible. Write dozens of headlines, till you find ones you like. Key Headline Concepts Save You Money. Save You Time. Improve Your Life. Great Words to Use in Headlines Find. Compare. Save. New. Improved. Easiest. Top-Rated.
  61. 61. #SMX #13D @mvanwagner Writing Great Ads @mvanwagner Ad Copy Use your keywords in the body copy, too, but don’t keyword stuff. Same Key Concepts as Headlines Save You Money. Save You Time. Improve Your Life. Try full sentences. Use idioms only when appropriate Avoid gimmicks and overly-idiomatic expressions.
  62. 62. #SMX #13D @mvanwagner Ads Designed to Filter Clicks - Many words have more than one meaning (homonyms). - You need to clearly identify purpose and intent of your ad. - You’ll get fewer clicks & CTR, but you’ll get more of the right clicks. Home Care for Elders Need help with in-home care for an elderly loved one? Call us. California Home Care Experienced with all aspects of home care. Call us Today! California
  63. 63. #SMX #13D @mvanwagner Ad Extensions
  64. 64. #SMX #13D @mvanwagner Product Listing Ads (PLAs) for Shopping
  65. 65. #SMX #13D @mvanwagner Evaluating Ad Performance Which of these Ads is performing better?
  66. 66. #SMX #13D @mvanwagner Evaluating Ad Performance Lessons: Be wary of small samples sizes. Measure against conversions, not just click-through rates (CTR). Conversion Rate: 10.5% Conversion Rate: 2.5%
  67. 67. #SMX #13D @mvanwagner Banner / Image Ads Image Ads Video Ads Mobile Ads
  68. 68. #SMX #13D @mvanwagner
  69. 69. #SMX #13D @mvanwagner Bidding & Budgeting Options Bidding Cost Per Click (CPC) Cost Per Conversion (CPA) aka cost per action/acquisition Cost Per Thousand Impressions (CPM) Budgeting Daily, Weekly or by Campaign @mvanwagner
  70. 70. #SMX #13D @mvanwagner How Much is a Click Worth? How much is a Visitor (click) worth? What is your site conversion rate now? What is your offline close ratio? How does that translate to revenues? Clicks 20 Conversion % 5% Cost Per Conversion (CPA) $ 5.00
  71. 71. #SMX #13D @mvanwagner How Much is a Click Worth? How much can you afford to pay for each click? Cost per Click (CPC) $ .25 Clicks 20 Conversion % 5% Cost Per Conversion (CPA) $ 5.00 Target MAX Bid CPC = CPA / Clicks = $5.00 / 20 = .$25
  72. 72. #SMX #13D @mvanwagner Bid Modifiers Not every click has the same value. Bid modifiers allow you to bid up or down, depending on: Device Location Time of Day Retargeting Audiences Placements, topics, and keywords (GDN).
  73. 73. #SMX #13D @mvanwagner
  74. 74. #SMX #13D @mvanwagner Landing Pages Lobster Bisque? Master the basics. Get fancy later. Any page can be a landing page Use properly built webpages: Include Title, Description, Alt Tags, and spider-able body copy. Get users quickly to what they want. @mvanwagner
  75. 75. #SMX #13D @mvanwagner Landing Pages
  76. 76. #SMX #13D @mvanwagner Landing Pages
  77. 77. #SMX #13D @mvanwagner Landing Pages
  78. 78. #SMX #13D @mvanwagner
  79. 79. #SMX #13D @mvanwagner •  Process Creates Sustainable Advantage Its not just about keywords, ads, bids Plan on working in a disciplined manner •  Use Systems-Level Thinking Align campaign goals with larger company goals. Increase sales, not visitors •  Track Performance and Make Adjustments Be methodical, measure and test everything you can Don’t react too quickly, but don’t get analysis-paralysis •  Set Good Goals and work towards them Better PPC Every Day
  80. 80. #SMX #13D @mvanwagner Stay Fresh & Keep Learning! •  Books –  Advanced Google AdWords 3rd Edition by Brad Geddes – •  Blogs, News Sites – – – –
  81. 81. #SMX #13D @mvanwagner THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016