Structuring Your Sem Accounts, V4


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The first step in setting up your search marketing account is to write an ad. But what about campaigns and ad groups? Budgets and bid strategies? Keywords? Beginning with an ad may seem counter-intuitive, though it’s the ideal way to start. Before dealing with the peculiarities of search marketing, stick with the fundamentals of all marketing: messages, target audiences, and revenue goals.

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  • For everything we’re going to discuss, from “SEM” and “PPC” to campaign settings and ad group optimization, we’ll keep things simple by always referring back to a single example: Sal’s Pizzeria.
  • Every page has three components:
    Sponsored (or paid) Results
    Featured Results (also sponsored)
    Organic Results
  • Before going into the details of this section, explain how search network determine audience location: default location set in map applications, domain (for international), and IP Address.
    The image displays the target market for Sal’s: Brooklyn, NY and Newark, NJ.
    Mention that the lunch promotion can be targeted to Brooklyn, NY exclusively with geo-targeting.
  • Give a brief explanation of what ROAS and CPA mean, but don’t get into the weeds of budget management.
  • Use “restaurant” as an example of high-risk term that’s worth bidding on, but should be quarantined.
  • Do this in passing, with an emphasis on the fact that it’s an irritant made simple by the ActEngine.
    Use the ActEngine recommendation on search and content networks to first introduce the fact that Clickable simplifies SEM significantly.
  • What is the range of Quality Scores? (1-10)
    What is a good Quality Score? A bad one?
  • The point here is to emphasize complexity. It’s OK if it’s confusing: that would just make it a better segue into the next slide (about using Clickable).
  • Max: would you want to jump in at this point?
  • Max: would you want to jump in at this point?
  • Structuring Your Sem Accounts, V4

    1. 1. Structuring Your SEM Accounts 11.23.09
    2. 2. Who We Are Clickable is a platform that makes online advertising simple, instant and profitable. Our purpose is to help businesses survive and thrive by simplifying online advertising success. Hanny Hindi Clickable Search Marketing Guru Matt Mack Clickable Search Marketing Guru & Assist Account Manager 1/29/2015Footer here 2 SECTION TITLE
    3. 3. Agenda Our Goal Today: To describe how to organize your SEM campaign for simpler management and greater profitability. 1. The distinction between campaigns and ad groups. 2. Campaign-level settings: targeting, revenue optimization, risk management. 3. Ad group-level settings: precise offerings, high Quality Scores, low costs. 4. Network-specific issues. 1/29/2015Footer here 3 SECTION TITLE
    4. 4. A Sample Business To keep things simple, we’ll stick with a concrete example: Sal’s Pizza. 1/29/2015Footer here 4 SECTION TITLE • Sal’s Pizza operates in two locations: Brooklyn, NY and Newark, NJ. • Besides delivery, Sal’s sells calzones, soups, salads, and desserts. In addition to retail business, Sal’s offers catering.
    5. 5. What is Search Engine Marketing? 1/29/2015Footer here 5 SECTION TITLE
    6. 6. What are campaigns and ad groups? Campaigns are the highest-level entities in your account. • Campaigns allow you to manage targeting, revenue goals, and risk. • A well-structured account won’t have too many campaigns. Ad Groups correspond to each of your specific products or offers. • For the purposes of organizing ad groups, you will need to define your offerings very specifically. 1/29/2015Footer here 6 SECTION TITLE
    7. 7. The Structure of an SEM Account 1/29/2015Footer here 7 SECTION TITLE (from SEMSunday)
    8. 8. Campaign Settings: Geo-Targeting By setting “geo-targets,” you avoid expenses associated with ads in irrelevant locations. 1/29/2015Footer here 8 SECTION TITLE Targeting levels: • Entire Market • Continent • Country • State/Province • Metro Region • City • Radius, and more
    9. 9. Campaign Settings: Revenue Goals Product types with different revenue potentials should be in their own campaigns. • In the case of Sal’s, the retail and catering businesses are fundamentally different. • The retail business is directly related to revenues generated online, for single orders. (Because of the direct revenue, this would be tracked with a “Return on Ad Spend,” or “ROAS” goal.) • The catering business is generating leads for larger sales. (Lead generation uses a “Cost Per Acquisition,” or “CPA” goal.) 1/29/2015Footer here 9 SECTION TITLE
    10. 10. Campaign Settings: Mitigating Risk High-Traffic keywords allow you to cast a wider net, but they introduce two risks: • High Cost-Per-Click (CPC) • Heavily trafficked terms (such as “restaurant”) have significant competition, and higher cost-per-click. • Low Click-Through Rates • High-Traffic terms are often very generic, and therefore less likely to drive clicks. • Fewer clicks means a lower Quality Score, and, therefore, higher overall costs. High-Risk terms should be in there own campaigns, with lower daily budgets. 1/29/2015Footer here 10 SECTION TITLE
    11. 11. Best Practice: Search and Content Search and Content ads are different. • Search ads have significantly higher CTRs than content. • Content ads have significantly higher impressions than search. They should always be managed separately. 1/29/2015Footer here 11 SECTION TITLE
    12. 12. Ad Groups : Keeping Offers Specific For the purposes of your ad groups — the repositories of your keywords, ads, and landing pages — your offers should be described very specifically. • “Pizza” would be too-broad a category for Sal’s. • Keyword groups could include … • pepperoni, pepperoni pizza, pizza with pepperoni, meat pizza • veggie pizza, vegetable pizza, pizza with vegetables … and each of those keyword groups should have specifically targeted ad creatives. 1/29/2015Footer here 12 SECTION TITLE
    13. 13. Ad Group Settings: Quality Score Tighter alignment between keywords, ads, and landing pages means more clicks, higher Quality Scores, and lower costs. • A major determining factor in your Quality Score is the “Click-Through Rate” • Driving up your Quality Score will drive down your actual bid. • More relevant ads are not just cheaper, they’re more likely to convert and drive bottom-line revenues to your site. 1/29/2015Footer here 13 SECTION TITLE
    14. 14. Summing up… Recap: Proper structure simplifies management and increases profitability. 1. Set your audience targets at the campaign level. 2. You can use separate campaigns to meet revenue goals and mitigate risks. 3. Separate Search and Content campaigns. 4. Ad group-level offerings should be extremely precise: 5-keyword ad groups are OK. 5. Improving your Quality Score drives up conversions and drives down costs. 1/29/2015Footer here 14 SECTION TITLE
    15. 15. Network-specific Complexities Every network has its own taxonomy: • Geo-Targeting can be set at the ad group or campaign level in Yahoo Search Marketing, or the ad group and campaign level in Microsoft. • Daily budgets are set at the campaign level in Google and Yahoo, but the ad group level in Microsoft adCenter. • And so on… 1/29/2015Footer here 15 SECTION TITLE
    16. 16. Using Clickable Pro to Simplify SEM Clickable Pro is an online tool that makes search advertising Simple, Instant and Profitable. • Manage all of your campaigns, across all search networks, in a single, intuitive interface. • Take action based on recommendations generated by Clickable’s ActEngine (for everything from best practices to bids and budgets). • Create white-label, customized reports. 1/29/2015Footer here 16 SECTION TITLE
    17. 17. Using Clickable Pro to Simplify SEM 1/29/2015Footer here 17 SECTION TITLE
    18. 18. How to Sign Up for Clickable Simply go to and try the product free for 15 days. If you want more support getting started with search marketing, consider Clickable Assist, our fully-managed solution: Or email us: 1/29/2015Footer here 18 SECTION TITLE