Thomas bindl paid search

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Thomas bindl paid search

  1. 1. PPC from Basic to Advanced:Basic knowledge with data
  2. 2. Providing software as a service for leading clients worldwideRefined Labs at a glance 2 Founded in February 2007 in Munich 17 employees Tens of millions of keywords under management Active in 60+ markets, 30+ currencies and languages Agencies and big direct spenders as customers The company behind Refined Ads, a leading Cross- Channel-Tracking Software Next generation performance marketing software.
  3. 3. Next generation performance marketing softwareInterfaces of Refined Ads 3 Next generation performance marketing software.
  4. 4. You decide where you want to appearMatch types and keywords 4 You can pick the keywords you want to appear. Research tools:  Google Keyword Tool  Microsoft Advertising Intelligence There are different match types:  Broad vacation  Phrase „cheap vacation“  Exact [cheap vacation Italy]  Negative „cheap vacation“ -spain Next generation performance marketing software.
  5. 5. Broad match is really broadGoogle keyword tool example 5 Next generation performance marketing software.
  6. 6. Efficiency of different match typesCTR and conversion rate per match type 6 9,00% Click Through Rate 8,00% Conversion Rate 7,00% 6,00% 5,00% 4,00% 3,00% 2,00% 1,00% 0,00% broad phrase exact Next generation performance marketing software.
  7. 7. Your money and site decides at which position you appearPosition of keyword (Ad Rank) 7 http://support.google.com/adwords/bin/answer.py?hl=en&answer=6300 Next generation performance marketing software.
  8. 8. Your money and site decides at which positionPosition of keyword (Ad Rank) 8 14% 12% CTR 10% Conversion Rate 8% 6% 4% 2% 0% 1 2 3 4 5 6 7 8 9 10 Next generation performance marketing software.
  9. 9. Your money and site decides at which positionFrequency of Quality Score 9 Total Keywords at Quality Score 10.000.000 1.000.000 100.000 10.000 1.000 100 10 1 0 1 2 3 4 5 6 7 8 9 10 Next generation performance marketing software.
  10. 10. Sometimes Google still doesn‘t want you to appearFirst Page bid estimate 10 Google shows a „First Page bid estimate“ Determines the CPC needed to show up on first page Value highly dependent on Quality Score Even if your bid is below First Page bid, you might still appear First Page bid can change quite often, depending on number of impressions Don‘t worry to much about changes, focus on improving Quality Score http://support.google.com/adwords/bin/answer.py?hl=en&answer=150588&topic=16345&ctx=topic Next generation performance marketing software.
  11. 11. Sometimes Google still doesn‘t want you to appearFirst Page bid 11 Imps / Keyword at X% FPBid 1 11 21 31 41 51 61 71 81 91 101 111 121 131 141 151 161 171 181 191 201 211 221 231 241 251 261 271 281 291 Next generation performance marketing software.
  12. 12. Sometimes Google still doesn‘t want you to appearFirst Page bid 12 Imps / Keyword at FPBid +/- 20% 101 110 100 102 103 104 105 106 107 108 109 111 112 113 114 115 116 117 118 119 120 92 80 81 82 83 84 85 86 87 88 89 90 91 93 94 95 96 97 98 99 Next generation performance marketing software.
  13. 13. You can decide what the people seeAd texts 13 Title + 1 or 2 text lines + display URL 25 characters in title 70 characters in the text 35 characters for the Display URL Sitelinks optional Next generation performance marketing software.
  14. 14. You can decide what people seeDynamic Keyword Insertion (DKI) 14 Automatically inserts search phrase in text ads Dynamic Keyword Insertion has multiple options (vacation ideas):  {Keyword:alternative}  Vacation ideas  {keyword:alternative}  vacation ideas  {keyWord:alternative}  vacation Ideas  {KeyWord:alternative}  Vacation Ideas  {KEYWORD:alternative}  VACATION IDEAS Be careful, might look bad (“cheap books”  “Buy {keyword:books} cheap.”  “Buy cheap books cheap.” Unique, specialized ad texts usually work better Good solution mainly for the long tail Next generation performance marketing software.
  15. 15. Being lazy is good for the long tailCTRs with DKI 15 10% 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% No DKI DKI On Next generation performance marketing software.
  16. 16. is looking forward to your feedback! Thomas Bindl (Founder) thomas@refinedlabs.comRefined Labs GmbH . Residenzstraße 7 . 80333 München . info@refinedlabs.com . www.refinedlabs.com

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