35          PAID&SEARCH            OPTIMIZATION(TECHNIQUESPRESENTED(BY(BEN&KIRSHNERCEO(OF(COFFEEFORLESS.COM               ...
®ABOUT   Owns&Coffeeforless.com        Ranked(on(inc(5000(list(in(2006,  BEN        2007,(2008,(2009,(2010(and(2011        ...
®        35    OPTIMIZATION&                                                                        TECHNIQUES     SEGMENT...
®                   35      OPTIMIZATION&                                                                         TECHNIQU...
®                      35   OPTIMIZATION&                                                                         TECHNIQU...
®                      35     OPTIMIZATION&                                                                        TECHNIQ...
®                    35   OPTIMIZATION&                                                                            TECHNIQ...
®   35   OPTIMIZATION&                                      TECHNIQUES     USE(THE(DIMENSIONS&TAB06   CONDUCT&     TIME&OF...
®    35   OPTIMIZATION&                                   TECHNIQUES     USE(THE(DIMENSIONS&TAB07   DO&GEOGRAPHIC&     LOC...
®                35   OPTIMIZATION&                                                   TECHNIQUES     RUN(SEARCH&QUERY&REPO...
®                         35   OPTIMIZATION&                                                                             T...
®   35   OPTIMIZATION&                                     TECHNIQUES      UTILIZE(AD&EXTENSIONS! 13   IMPLEMENT&      CAL...
®                 35     OPTIMIZATION&                                                                TECHNIQUES     TEST&...
®            35   OPTIMIZATION&                                                        TECHNIQUES     IMPROVE&REMARKETING&...
®         35   OPTIMIZATION&                                                      TECHNIQUES     ENHANCE(AD&COPY25   A|B&T...
®   35   OPTIMIZATION&                                             TECHNIQUES     ENHANCE(AD&COPY29   CAPITALIZE&THE&FIRST...
®                  35   OPTIMIZATION&                                                               TECHNIQUES     OPTIMIZ...
®                          35       OPTIMIZATION&                                                                         ...
THANK&YOUben@coffeeforless.com             ®
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35 Paid Search Optimization Techniques - Ben Kirshner

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Emob member, Ben Kirshner (CEO of CoffeeForLess.com) delivered this presentation at eTail West in February 2012.

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35 Paid Search Optimization Techniques - Ben Kirshner

  1. 1. 35 PAID&SEARCH OPTIMIZATION(TECHNIQUESPRESENTED(BY(BEN&KIRSHNERCEO(OF(COFFEEFORLESS.COM ®
  2. 2. ®ABOUT Owns&Coffeeforless.com Ranked(on(inc(5000(list(in(2006, BEN 2007,(2008,(2009,(2010(and(2011 Internet&Retailer&top&500 2008,(2009,(2010(&(2011 Adjunct&instructor&at&NYU teaching(courses(on(SEM(and(SEO
  3. 3. ® 35 OPTIMIZATION& TECHNIQUES SEGMENT,(SEGMENT,(SEGMENT!01 Don’t(target(desktops,(mobile(devices,(&(tablets(in(the(same(campaign(–& SEPARATE&THEM! X All&available&devices Let&me&choose...
  4. 4. ® 35 OPTIMIZATION& TECHNIQUES SEGMENT,(SEGMENT,(SEGMENT!02 CREATE&SEPARATE&CAMPAIGNS&FOR&BROAD&&&EXACT&MATCH&KEYWORDS&–&( OWen(Xmes,(you(will(find(exact(match(keywords(perform(be^er,(so(you(want( to(have(the(opXon(to(limit(the(money(spent(on(broad(match(keywords(and allocate(as(much(as(possible(to(exact(match. BUDGET COST&/&CONV.&(many`per`click) $19,845.00/day $29.11 T`SHIRTS(:(EXACT&MATCH $400.00/day $2.43 SWEATSHIRTS(:(EXACT&MATCH $400.00/day $1.88 T`SHIRTS(:(BROAD&MATCH $20.00/day $37.69 SWEATSHIRTS(:(BROAD&MATCH $20.00/day $27.73
  5. 5. ® 35 OPTIMIZATION& TECHNIQUES SEGMENT,(SEGMENT,(SEGMENT!03 USE&GOOGLE&ADWORDS&SEGMENTING&TOOL to(analyze(performance(of(Google(Search(vs.(Search(Partners. Segment
  6. 6. ® 35 OPTIMIZATION& TECHNIQUES SEGMENT,(SEGMENT,(SEGMENT!04 If(opted(into(the(Google(Display(Network, MAKE&SURE&IT&IS&ALSO&IN&IT’S&OWN&CAMPAIGN& AS&PERFORMANCE&WILL&VARY&FROM&SEARCH! CAMPAIGN BUDGET COST&PER&CONVERSION T`SHIRTS(:(SEARCH $100.00 $5.00 T`SHIRTS(:(DISPLAY $50.00 $15.00
  7. 7. ® 35 OPTIMIZATION& TECHNIQUES USE(THE(DIMENSIONS&TAB05 CONDUCT&DAY&OF&WEEK&ANALYSIS. You(might(find(that(your(ads(perform(be^er(during(certain(days(&(Xmes,(so( you(will(want(to(be(more(aggressive(during(those(Xmes.(Conversely,(you(may( idenXfy(Xmes(in(which(your(ads(do(not(perform(well(at(all,(and(may(want(to( consider(turning(them(off(during(those(Xmes!Sunday $31.72Saturday $31.65
  8. 8. ® 35 OPTIMIZATION& TECHNIQUES USE(THE(DIMENSIONS&TAB06 CONDUCT& TIME&OF&DAY&ANALYSIS. 0 $69.11 1 $81.15 2 $59.10 3 $60.34 4 $46.68 5 $49.27 6 $45.43 7 $43.34 8 $46.02
  9. 9. ® 35 OPTIMIZATION& TECHNIQUES USE(THE(DIMENSIONS&TAB07 DO&GEOGRAPHIC& LOCATION&ANALYSIS
  10. 10. ® 35 OPTIMIZATION& TECHNIQUES RUN(SEARCH&QUERY&REPORTS08 FIND/ADD&BROAD&MATCH NEGATIVE(KEYWORDS dKeyword09 FIND/ADD&EXACT&MATCH NEGATIVE(KEYWORDS —[Keyword]10 FIND/ADD&PHRASE&MATCH NEGATIVE(KEYWORDS d”Keyword”
  11. 11. ® 35 OPTIMIZATION& TECHNIQUES RUN(SEARCH&QUERY&REPORTS 11 LOOK&FOR&WAYS&TO&EXPAND&KEYWORDS& WITHIN&EXISTING&AD&GROUPS. 12 LOOK&FOR&NEW&AD& GROUP&THEMES&&&IDEAS. NEW&AD&GROUP TdSHIRTS LONG&SLEEVE&TdSHIRTS T`shirts Long&sleeve(T`shirts Buy(T`shirts Long&sleeved&T`shirts White(T`shirts T`shirts(longdsleeve Order(T`shirts White&long&sleeve&shirtNEW&KEYWORDS Discount(T`shirts Long&sleeve&shirt Plain(T`shirts
  12. 12. ® 35 OPTIMIZATION& TECHNIQUES UTILIZE(AD&EXTENSIONS! 13 IMPLEMENT& CALL&EXTENSIONS 14 IMPLEMENT( SITELINKS 15 ADD( PRODUCT&EXTENSIONS 16 ADD( LOCATION&EXTENSIONS 17NEW ADD( SOCIAL&EXTENSIONS
  13. 13. ® 35 OPTIMIZATION& TECHNIQUES TEST&NEW&FEATURES,&TOOLS, &&USE&OUTSIDEdTHEdBOX&STRATEGIES18 TEST&BROAD&MATCH&MODIFIER&FOR& BRANDED&CAMPAIGNS19 TRY&BIDDING&ON&COMPETITOR&BRAND&NAMES&AS&KEYWORDS.& (SEPARATE(CAMPAIGN)20 UTILIZE&GOOGLE&ADWORDS&EDITOR&FOR&BULK&CHANGES,& OPTIMIZATIONS,&AND&NEW&CAMPAIGN&LAUNCHES.21 ADD&TYPOS&OF&MAIN,&HIGHdTRAFFIC&TERMS&USING&A&TYPO&TOOL: h^p://tools.seobook.com/spelling/keywords`typos.cgi
  14. 14. ® 35 OPTIMIZATION& TECHNIQUES IMPROVE&REMARKETING&EFFORTS22 CREATE&AUDIENCE&OF&SITE&VISITORS&THAT&HAVE& ALREADY&CONVERTED,&AND&EXCLUDE&THEM&FROM& YOUR&REMARKETING&AUDIENCE23 SET&IMPRESSION&CAP&TO&AVOID& OVERSATURATING&PROSPECTS24 FURTHER&SEGMENT& EXISTING&AUDIENCES
  15. 15. ® 35 OPTIMIZATION& TECHNIQUES ENHANCE(AD&COPY25 A|B&TEST&AD& COPY26 INCLUDE&KEYWORD& IN&DISPLAY&URL27 ENSURE&ALL&ADS&ARE&USING& CALLdTOdACTION&PHRASES28 USE&TRADEMARK&SYMBOLS& ®&™& TO&ESTABLISH&CREDIBILITY&ON&BRANDED&TERMS
  16. 16. ® 35 OPTIMIZATION& TECHNIQUES ENHANCE(AD&COPY29 CAPITALIZE&THE&FIRST&LETTER& OF&EACH&WORD30 USE&EXCLAMATION& POINTS!31 CREATE&CUSTOM&LANDING&PAGES& FOR&HIGHdTRAFFIC&TERMS32 ADVERTISE&PRICE& IN&AD&TEXT
  17. 17. ® 35 OPTIMIZATION& TECHNIQUES OPTIMIZE(GOOGLE&DISPLAY&NETWORK33 RUN&PLACEMENT&PERFORMANCE&REPORTS(TO(IDENTIFY(AND( EXCLUDE(YOUR(ADS(FROM(SHOWING(ON(POOR`PERFORMING( AND(IRRELEVANT(SITES(IN(THE(GDN.34 ADD&NEGATIVE&KEYWORDS(TO(DISPLAY(CAMPAIGNS(IF(YOU( NOTICE(GOOGLE(SHOWING(YOUR(ADS(ON(GROUPS(OF( IRRELEVANT(SITES(WITH(THE(SAME(THEME35 AD&GROUPS&SHOULD&BE&GRANULAR&AND&CONTAIN&NO& MORE&THAN&6&–&8&KEYWORDS&EACH
  18. 18. ® 35 OPTIMIZATION& TECHNIQUES ALL&35&OPTIMIZATION&TECHNIQUES01&Don’t(target(desktops,(mobile(devices,(&( 12(Look(for(new(ad(group(themes(&(ideas. 25(A|B(test(ad(copy. tablets(in(the(same(campaign(–(separate( 13(Implement(Site(Links. 26(Include(keyword(in(Display(URL. them! 14(Implement(Call(Extensions. 27(Ensure(all(ads(are(using(call`to`acXon(02&Create(separate(campaigns(for(broad(&( phrases. exact(match(keywords.(OWen(Xmes,(you(will( 15(Add(Product(Extensions. find(exact(match(keywords(perform(be^er,( 16(Add(LocaXon(Extensions. 28(Use(trademark(symbols(®(™(to(establish( so(you(want(to(have(the(opXon(to(limit(the( credibility(on(branded(terms. 17(NEW&–(Add(Social(Extensions. money(spent(on(broad(match(keywords(and( 29(Capitalize(The(First(Le^er(Of(Each(Word. allocate(as(much(as(possible(to(exact(match. 18(Test(Broad(Match(Modifier(for(branded( campaigns. 30(Use(exclamaXon(points!03&Use(Google(AdWords(segmenXng(tool(to( 19(Try(bidding(on(compeXtor(brand(names(as( 31(Create(custom(landing(pages(for(high` analyze(performance(of(Google(Search(vs.( keywords.((Separate(campaign). traffic(terms. Search(Partners. 20(UXlize(Google(AdWords(Editor(for(bulk( 32(Run(Placement(Performance(Reports(to(04(If(opted(into(the(Google(Display(Network,( changes,(opXmizaXons,(and(new(campaign( idenXfy(and(exclude(your(ads(from( make(sure(it(is(also(in(it’s(own(campaign(as( launches. showing(on(poor`performing(and( performance(will(vary(from(search! irrelevant(sites(in(the(GDN.05(Conduct(Day(of(Week(Analysis. 21(Add(typos(of(main,(high`traffic(terms(using(a( typo(tool:(h^p://tools.seobook.com/spelling/ 33(AdverXse(price(in(ad(text.06(Conduct(Time(of(Day(Analysis. keywords`typos.cgi 34(Add(negaXve(keywords(to(display(07(Conduct(Geographic(Analysis. campaigns(if(you(noXce(Google(showing( 22(Create(audience(of(site(visitors(that(have(08&Find/Add(broad(match(negaXve(keywords. already(converted,(and(exclude(them(from( your(ads(on(groups(of(irrelevant(sites( your(remarkeXng(audience. with(the(same(theme..09(Find/Add(exact(match(negaXve(keywords. 23(Set(Impression(Cap(to(avoid(oversaturaXng( 35(Ad(groups(should(be(granular(and(contain(10(Find/Add(phrase(match(negaXve(keywords. no(more(than(6(–(8(keywords(each. prospects.11(Look(for(ways(to(expand(keywords(within( exisXng(ad(groups. 24(Further(segment(exisXng(audiences.
  19. 19. THANK&YOUben@coffeeforless.com ®

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