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Activities & Tools To Make Paid Search Campaigns Successful


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Activities & Tools To Make Paid Search Campaigns Successful

  1. 1. Tim Mayer SES WEST 2011 August 16 th 2011 Activities & Tools To Make Paid Search Campaigns (w/ Focus on SMB) Successful
  2. 2. 1. Not Enough Data to Automate Lots of data, can be run algorithmically. Someone on staff full time does PPC. Better tools get them better results. No expertise, no dedicated or part-time person, may be too small for an agency, not enough data to automate. Expertise required. Requires CPA focus. Local, CPC/visitor based only. A more measurable yellow pages.
  3. 3. 2. Difficulty Creating Long Tail Keywords
  4. 4. 2. Keyword Tools <ul><li>Wordstream </li></ul><ul><li>Google (Keyword tool in Adwords) </li></ul><ul><li>Microsoft Advertising Intelligence (Excel based) </li></ul><ul><li>SEM Rush (Competitive Tool) </li></ul><ul><li>Geo Tool (Certified Knowledge) </li></ul><ul><li>Keyword Mixer (Certified Knowledge) </li></ul>
  5. 5. 3. Ad Copy Generation & Testing [Eco Friendly Trash Bags] [Tough to Find Shoe Sizes]
  6. 6. 3. Keywords per Adgroup
  7. 7. 4. Ad Diversity Spirit Hoods
  8. 8. 5. Landing Page Creation & Testing
  9. 9. 5. Landing Page Tools <ul><li>Landing Page Creation and A/B Testing </li></ul><ul><li>Unbounce </li></ul><ul><li>Omniture Test & Target </li></ul><ul><li>Ion Interactive- Live Ball </li></ul><ul><li>A/B Testing </li></ul><ul><li>Optimizely </li></ul><ul><li>Google Web Site Optimizer </li></ul><ul><li>Visual Web Site Optimizer </li></ul><ul><li>Heat Maps/Eye Tracking </li></ul><ul><li>Crazy Egg </li></ul>
  10. 10. So Much of This Requires Human Effort.. How Do I Do It All? <ul><li>Leverage a Crowdsourcing Platform… </li></ul><ul><li>Diversity of Thinking </li></ul><ul><li>Expertise </li></ul><ul><li>Pay for Performance </li></ul><ul><li>Simplified Hiring </li></ul><ul><li>Massive Human Power </li></ul>
  11. 11. Crowd Mechanics
  12. 12. Optimizer Profile
  13. 13. Keyword Approval 2654 Keywords created so far
  14. 14. Ad Approval
  15. 15. CPA Screen
  16. 16. Advertiser Mechanics
  17. 17. Case Study: Rainier Law Please note: Data includes period between 4/1/11 to 8/1/11 Before After CPA $14 $10.21 Budget $24,000 $80,000 Conversion Rate N/A 17% Conversions N/A >3,700
  18. 18. Paid Search is a Mix of Art and Science <ul><li>The art requires a lot of human effort: </li></ul><ul><li>Optimization at Campaign Inception </li></ul><ul><li>Keyword Creation </li></ul><ul><li>Ad Copy Creation </li></ul><ul><li>Ad Diversity </li></ul><ul><li>Landing Page Creation </li></ul><ul><li>Give Crowdsourcing a Try! </li></ul>
  19. 19. Thanks! <ul><li>@timmayer </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>