Paid Search Marketing 101
Paid Search: The Main Players
Paid Search: Google
Paid Search: Yahoo
Paid Search: MSN
Paid Search: Contextual Advertising
Paid Search & Branding <ul><ul><li>Place well for “tough to rank” keywords </li></ul></ul>
Paid Search Terminology Impressions The number of times a pay-per-click ad is seen by a user.  A user searches  for one of...
Paid Search Terminology Clicks The number of times a user clicks on your pay-per-click ad and is then  directed to your si...
Paid Search Terminology CTR (Click Through Rate)  A percentage: the number of impressions divided  by the number of clicks...
Cost per Click 1 2 5 4 3 Max CPC = $3.00 Charge = $2.01 Max CPC = $2.00 Charge = $2.00
Paid Search Terminology Conversion When a user searches for a keyword, clicks on the client’s ad, goes to the  client’s la...
Paid Search Terminology Conversion Rate A percentage: the number of clicks divided by the number of conversions. Cost/Conv...
Campaign Organization <ul><ul><li>Group like keywords into ad groups by subject </li></ul></ul><ul><ul><li>Ad groups are o...
Ad Copy <ul><ul><li>Write clear, non-gimmicky copy </li></ul></ul><ul><ul><li>Include your keywords </li></ul></ul><ul><ul...
Landing Pages <ul><ul><li>Where are your users in the conversion cycle? </li></ul></ul><ul><ul><li>Get them close to your ...
Landing Pages: A/B Testing
Landing Pages: Multivariate Testing This would yield 256 possible combinations.  MVT lets you test all of these variables ...
Geotargeting <ul><li>Countries </li></ul><ul><li>States, Regions, Metropolitan areas </li></ul><ul><li>City/DMA </li></ul>...
Ad Scheduling
<ul><li>Elizabeth Horn </li></ul><ul><li>Paid Search Manager </li></ul><ul><li>HMG Search Marketing </li></ul><ul><li>428 ...
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Dwc Teleclass Seo

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Dwc Teleclass Seo

  1. 1. Paid Search Marketing 101
  2. 2. Paid Search: The Main Players
  3. 3. Paid Search: Google
  4. 4. Paid Search: Yahoo
  5. 5. Paid Search: MSN
  6. 6. Paid Search: Contextual Advertising
  7. 7. Paid Search & Branding <ul><ul><li>Place well for “tough to rank” keywords </li></ul></ul>
  8. 8. Paid Search Terminology Impressions The number of times a pay-per-click ad is seen by a user. A user searches for one of your keywords, and Google counts the number of times your ad is shown.
  9. 9. Paid Search Terminology Clicks The number of times a user clicks on your pay-per-click ad and is then directed to your site.
  10. 10. Paid Search Terminology CTR (Click Through Rate) A percentage: the number of impressions divided by the number of clicks. CPC (Cost per Click) How much you are charged when a user clicks on the ad.
  11. 11. Cost per Click 1 2 5 4 3 Max CPC = $3.00 Charge = $2.01 Max CPC = $2.00 Charge = $2.00
  12. 12. Paid Search Terminology Conversion When a user searches for a keyword, clicks on the client’s ad, goes to the client’s landing page, likes what he sees, and performs an action that we have defined as a success event. Conversions are tracked by placing code from Google or Yahoo on the “thank you page,” the page that users are directed to after they convert. Thank You Page with Conversion Code
  13. 13. Paid Search Terminology Conversion Rate A percentage: the number of clicks divided by the number of conversions. Cost/Conversion The total cost of a campaign divided by the number of conversions. Thank You Page with Conversion Code
  14. 14. Campaign Organization <ul><ul><li>Group like keywords into ad groups by subject </li></ul></ul><ul><ul><li>Ad groups are organized into campaigns </li></ul></ul><ul><ul><li>Campaigns can be organized around geotargeting, product area… whatever works best for you </li></ul></ul>Keywords Red shoes Red tennis shoes Red Nikes Red Adidas Red hiking shoes Red running shoes Ad Groups Blue Shoes Green Shoes Red Shoes White Shoes Black Shoes Silver Shoes Campaigns Boots Socks Shoes } }
  15. 15. Ad Copy <ul><ul><li>Write clear, non-gimmicky copy </li></ul></ul><ul><ul><li>Include your keywords </li></ul></ul><ul><ul><li>Use calls to action </li></ul></ul><ul><ul><li>Test, test, test </li></ul></ul>
  16. 16. Landing Pages <ul><ul><li>Where are your users in the conversion cycle? </li></ul></ul><ul><ul><li>Get them close to your success event </li></ul></ul><ul><ul><li>Give them what they want </li></ul></ul><ul><ul><li>Test here: A/B, Multivariate… </li></ul></ul>
  17. 17. Landing Pages: A/B Testing
  18. 18. Landing Pages: Multivariate Testing This would yield 256 possible combinations. MVT lets you test all of these variables at once, instead of individually, shortening the testing time and providing more accurate user-driven data. Test 4 testimonials Test 4 body copy versions Test 4 headlines Test 4 images
  19. 19. Geotargeting <ul><li>Countries </li></ul><ul><li>States, Regions, Metropolitan areas </li></ul><ul><li>City/DMA </li></ul><ul><li>Custom areas </li></ul>
  20. 20. Ad Scheduling
  21. 21. <ul><li>Elizabeth Horn </li></ul><ul><li>Paid Search Manager </li></ul><ul><li>HMG Search Marketing </li></ul><ul><li>428 Fore Street, Suite 200 </li></ul><ul><li>Portland, Maine 04101 </li></ul><ul><li>207.774.9040 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.hmgsearch.com </li></ul>Contact Information

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