Advanced Paid Search Tactics
               By Benjamin Wong
                  Inspire Synergy Limited
                   ...
Good Start is Half Done
Ad Planning Guide
Ad Group and Keywords




❖ Make sure ad groups are targeted and relevant to the keywords.

  -   better management of key...
Ad Text Planning Guide


❖ Strong call to action

❖ Promotions                   •Time sensitivity
❖ “Official site”      ...
Ads Text




❖ Every Ad Channel allows for multiple ads per ad group

  -   try to go “all in”
  -   try two ads per direc...
Long Tail Keywords
Make use of Long Tails Keywords




❖ You have the top performers and 'Hero' campaigns. 

❖ How about discover new opportu...
Through Keyword Report (Analytics)
Through Search Query Performance Report (Adwords)
A Profitable Long Tail


Broad + Negative



                       Broad to get opportunities,
     Phase             Nega...
Thanks You



❖ Speaker : Benjamin Wong, Inspire Synergy

❖ Email : tkwong@inspiresynergy.com

❖ twitter : twitter.com/tsz...
Ses 2010 hk presentation v2
Ses 2010 hk presentation v2
Ses 2010 hk presentation v2
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  • Strong call to action
    Buy Now!, Register Now!, Act Now!
    Promotions
    Up to 80% OFF
    “Official site”
    Pricing
    $5000 Air Ticket to France
    Benefits
    No diet control for keeping fit.
    Emotional connection
    Get Cheap iPhone 4!
    Ask questions
    Want to Keep fit?
    Strong call to action
    Buy Now!, Register Now!, Act Now!
    Promotions
    Up to 80% OFF
    “Official site”
    Pricing
    $5000 Air Ticket to France
    Benefits
    No diet control for keeping fit.
    Emotional connection
    Get Cheap iPhone 4!
    Ask questions
    Want to Keep fit?







  • Ses 2010 hk presentation v2

    1. 1. Advanced Paid Search Tactics By Benjamin Wong Inspire Synergy Limited Co-founder 14 Sep 2010 14:00 HKT SES HK Session 2
    2. 2. Good Start is Half Done
    3. 3. Ad Planning Guide
    4. 4. Ad Group and Keywords ❖ Make sure ad groups are targeted and relevant to the keywords. - better management of keywords - Track the performance based on ad group
    5. 5. Ad Text Planning Guide ❖ Strong call to action ❖ Promotions •Time sensitivity ❖ “Official site” •Awards/recognition ❖ Pricing •Buying cycle ❖ Benefits •Branded terms ❖ Emotional connection •Dynamic keyword insertion ❖ Ask questions
    6. 6. Ads Text ❖ Every Ad Channel allows for multiple ads per ad group - try to go “all in” - try two ads per direction per ad group. i.e. 20 ads per group ❖ Then, after a few weeks, you will see which directions are performing best and you can use that insight to build more ads of that type.
    7. 7. Long Tail Keywords
    8. 8. Make use of Long Tails Keywords ❖ You have the top performers and 'Hero' campaigns.  ❖ How about discover new opportunities? Query Mining
    9. 9. Through Keyword Report (Analytics)
    10. 10. Through Search Query Performance Report (Adwords)
    11. 11. A Profitable Long Tail Broad + Negative Broad to get opportunities, Phase Negative to eliminate Exact
    12. 12. Thanks You ❖ Speaker : Benjamin Wong, Inspire Synergy ❖ Email : tkwong@inspiresynergy.com ❖ twitter : twitter.com/tszkan ❖ msn : tszkanwong@hotmail.com ❖ facebook : tszkan.wong@gmail.com ❖ slide is available at blog.inspiresynergy.com

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