Search Marketing Master Class - Tyler DeWitt, DeWitt's Media, Inc.

MASTER
CLASS
SAN DIEGO, CA ~ JUNE 16 - 17, 2022
DIGIMARCONCALIFORNIA.COM | #DigiMarConCalifornia
Tyler DeWitt
PRESIDENT
DEWITT'S MEDIA, INC.
Search Marketing
Master Class

dewittsmedia.com tylerdewitt@dewittsmedia.com
Account Structuring is KEY
Proper setup of the
account will determine
how successful your
campaign will be overall.

Some Basic Google Terms
Ad Rank
CPC
Impressions
Conversion Value
Keyword Quality Score
CTR
ROAS
Avg.POS.
Bounce Rate

Keyword Quality Score
● Clickthrough Rate
● Ad Relevance
● Landing Page Experience
Rating from 1 to 10.

Keyword Planner

Google Search Network Insights

Separate Display and Search
Launch the search network without the display network.

Launch Search Without Search Partners
● Search partners convert
at a lower rate.
● Keep search partners off
for at least a month.
● Don’t enable until you
hit your KPI’s.
● Once you hit your KPI’s
you can then test.

What Are Search Partner Websites?

Let’s Focus On This Area
Quality traffic!
This is where the
money is!

Your Conversion Goal Settings
● Sales
● Leads
● Phone Calls
TARGET the right one.

Ad Rotation Settings
Should you turn it off or on?

Bid Settings for High ROAS
Use this process
1. Manual CPC
2. Enhanced CPC
3. Automation
If automation is not working go
back to manual bidding.

Bid Settings for Branding
Use this process
1. Maximize Clicks
2. Maximize Impressions

Drop Mobile Bids
Set mobile bids 30 to 50
percent less than desktop
under the device section.

Expanded Text Ads Are GONE on June 30th
What is the “ad strength?”
Google rates your ad by how
many headlines and
descriptions you have in place.
Up to 15 headlines
Up to 4 descriptions

Build High Converting RSA Ads
What is the “ad strength?”
Google rates your ad by how
many headlines and
descriptions you have in place.

Keyword Match Setup
1 to 2 keywords per ad
group using the match
types.

Setup Category Ad Groups
Test all your categories.
For example:
● Nike Shoes
● Reebok Shoes
● New Balance Shoes
● Men’s Shoes
● Women’s Shoes

Google Recommendations
Use good common
sense when applying
recommendations.

Don’t Forget to Test Dynamic Search Ads
Dynamic search ads are
ideal for any advertiser
with a lot of pages or
several products.

Most Important Landing Page Elements
● Headers
● Story or Copy
● Social Proof
● Testimonials or Reviews
● Unique Selling Proposition

Other Landing Page Elements
● Layout and Design
● Eye-catching Imagery and
Media
● Keep It Relevant
● A Strong CTA (Call To Action)
● Story & Copy Length
● Short Form vs. Long Form

Bad Landing Page Headers
● Learn how I lost weight.
● Learn how I grew muscle.
● Learn how we helped ABC
company grow.

Great Landing Page Headers
● Learn how I lost 12 LBS in
under 6 weeks.
● Learn how I put on 10 LBS of
muscle in under 6 months.
● 300 percent growth for ABC
company in under 1 year.
● The secret sauce to 10X your
traffic in under 1 year.

Use A Swipe File
Use swipefile.com or swiped.co for a
reference.
You can also use your competitors as
a reference and change it up.

Landing Page Testing
● 1 Ad Per Landing
Page
● Collect 300 to 500
Clicks
● Turn Off Automatic Ad
Rotation
● Split Traffic Evenly

Landing Page Quality Scores
● Click Through Rate
● Keyword Relevancy
● Bounce Rates
● 1 to 2 Keywords Per Adgroup
● A / B Test Ads
● A / B Test Landing Pages
● Landing Page Speed

Key Factors To Remember
● Launch search without display network.
● Use the right conversion goal settings.
● Use a swipe file as a reference.
● Test the dynamic search ads.
● Building out high converting landing pages for leads.
● Thrive to have the BEST quality scores at keyword level.
● A/B test ads non-stop and build off successful ones.
Do you have any questions?

Google Shopping Network Insights

Follow Same Rules For Shopping Network
● Turn off search partners
● Launch with manual CPC
● Set mobile bids 35 percent
less than desktop.

Title Optimization - Think Like Your Customer
Apparel
● Brand
● Gender
● Product Type
● Attributes (color, size, material)
Consumables
● Brand
● Product
● Attributes (weight, count)
Hard Goods
● Brand
● Product
● Attributes (size, weight, quantity)
Electronics
● Brand
● Attributes
● Product Type
● Model #
Books
● Title
● Type
● Format (hardcover or eBook)
● Author

Shopping Feed Optimization Factors
● Descriptions
● Images
● Price Points
● Reviews

Subdivide All Products by Item ID
● Easily apply bids to
underperforming products.
● Analyze your product
conversion rates along with
total value.
● Exclude products that are not
performing or drop bids.

Subdivide All Products by Brand or Category
● Easily apply bids to
underperforming
categories or brands.
● Allows you to exclude by
category or brand.
● See how certain
categories or brands are
performing ROAS wise.

Subdivide a Category by itemID
Subdividing a category by
itemID allows you to dive in
deeper.
This is best used for sites with
lots of products under a
category.

Create Shopping Ad Groups
Some advertisers use
multiple ad groups and
others do not.
Use when you have
different ROAS goals for
certain products or even
categories.

Key Factors to Remember
● Make decisions based on your data.
● Use subdivisions only when necessary.
● Title optimization can make or break your campaign.
● Launch your shopping network campaigns with partners off.
● Always set your mobile bids lower than desktop.
Do you have any questions?

Google Display Network Insights

Which Display Campaign Should You
Select?
Standard is usually used
by advanced users.
Smart display is usually
used by new users.
Why not try both?

Ad Targeting Options
● Audience
● Demographics
● Keywords
● Topics
● Placements

Audience Setup
Google automatically creates
audience/segment list.
● Google Ads Optimized List
● All Visitors
● Product Viewers
● Shopping Cart Abandoners
● All Converters

Use Google Analytics
Use Google Analytics to publish
audiences into Google Ads.

Remarketing Setup
For high ROAS, remarket to
people that have already
added to your cart.
For branding, remarket to
anyone that has visited
your product pages.

Placement Optimization
Find high converting
websites.
Exclude low
performing websites.
Create a new
placement campaign.

Keyword Targeting
● Use maximum of 10
keywords per adgroup.
● Use highly relevant titles and
descriptions.
● A/B test your ads.

Contact Information
Email:
tylerdewitt@dewittsmedia.com
LinkedIn:
https://www.linkedin.com/in/tylerdewittinc/
My Story: https://www.dewittsmedia.com/tyler-
dewitt/

Search Marketing Master Class - Tyler DeWitt, DeWitt's Media, Inc.

Search Marketing Master Class - Tyler DeWitt, DeWitt's Media, Inc.

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