Paid Search Strategies


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Learn how to create a powerful search engine marketing strategy using paid search (pay-per-click advertising) with vendors such as Google AdWords, Bing AdCenter and Facebook Ads. Presented by SEM Expert Steve Wiideman via

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Paid Search Strategies

  1. 1. Paid Search Strategies<br />Steve Wiideman<br /><br />
  2. 2. About Steve Wiideman<br />Corporate Search Marketer for Disney, Expedia, & Ticketmaster companies<br />Consultant & resource for brands such as Skechers, RingCentral, and Flirt<br />Search Google for “SEO Expert”<br />Authored 3 FREE eBooks, downloadable at<br />
  3. 3. Steps to a Successful SEM Campaign<br />Select the appropriate search vendor<br />Decide on the best SEM approach (the SEM dilemma)<br />Use industry standard tools for keyword research<br />Hire awesome writers who really know your product<br />Construct your campaigns and ad groups using client-side tools<br />Try to optimize 1-3 landing pages for each ad group<br />Use extensions when appropriate<br />Monitor, optimize, repeat<br />
  4. 4. Why Bother with Paid Search?<br />You can experiment with just about any keyword you can imagine and appear for all of them simultaneously<br />You’ll learn what keywords to start with on SEO<br />You’ll be able to experiment with landing pages and conversion focal points (can’t do this with SEO)<br />You’ll prevent competitors from sliding in above you in the search results<br />
  5. 5. Polls<br />Identify your business model<br />Know your profit margin<br />Decide on your budget<br />
  6. 6. Select the Appropriate Search Vendor<br />
  7. 7. Decide on Your SEM Approach<br />Aggressive Pros<br /><ul><li>Top placement can = high CTR (high CTR = high Quality Score)
  8. 8. Throw a wide net and pull in the top converting terms, ads & pages
  9. 9. By the end of 90 days, you’ll have pruned your keyword list and will be on autopilot with only landing page and ad optimization to focus on
  10. 10. You’ll be able to quickly jump into content targeting with left over budget</li></ul>Aggressive Cons<br /><ul><li>Requires a 40-hour work week, micro-bid management & SEO
  11. 11. Can cost upwards of $10,000 per month
  12. 12. You may also have to pay vendor fees</li></ul>Aggressive Vendors<br /><ul><li>
  13. 13.
  14. 14.</li></li></ul><li>Decide on Your SEM Approach<br />Aggressive Example<br />
  15. 15. Decide on Your SEM Approach<br />Moderate Pros<br /><ul><li>Somewhat worry-free
  16. 16. You get to set expectations with your vendor or performance resource
  17. 17. You can start at around $3k per month and grow over time</li></ul>Moderate Cons<br /><ul><li>You risk your vendor destroying account-level Quality Score
  18. 18. You can’t jump in and make changes yourself without losing accountability
  19. 19. It could take up to 3 months to be profitable on your campaigns
  20. 20. It could take up to 6 months to breakeven on your investment
  21. 21. Vendor fees range from $500 - $2.5k flat OR 15% of your budget</li></ul>Moderate Vendors<br /><ul><li>
  22. 22.
  23. 23.</li></li></ul><li>Decide on Your SEM Approach<br />Conservative Pros<br /><ul><li>You have full control of your bid management, keyword choices & results
  24. 24. You can start with a low budget - as low as you like</li></ul>Conservative Cons<br /><ul><li>You’re on your own without technical or marketing support
  25. 25. Configuring conversion tracking and optimizing landing pages may be a hassle
  26. 26. You’ll have to learn as you go instead of being repetitious as a vendor might be
  27. 27. It could take up to 6 months to be profitable on your campaigns
  28. 28. It could take up to 12 months to breakeven on your investment</li></ul>Tools to Help You<br /><ul><li>
  29. 29.
  30. 30.
  31. 31. SEMRush, SpyFu, SpeedPPC, KeywordSpy, PPC Classroom, PPC Summit</li></li></ul><li>Quality Score<br />An Overview of Quality Score<br />As you optimize your ads, ad groups, negative match terms, and landing pages, your Quality Score will improve.<br />Illustration by Chris Silver Smith of<br />
  32. 32. Hire Great Writers<br />Use Keyword Insertion in Ads (when it makes sense)<br />
  33. 33. Campaigns & Ad Groups<br />
  34. 34. Campaigns & Ad Groups<br />This is ONE Ad Group<br />It uses “Phrase”, [Exact] and +Modified +Broad<br />It’s ONLY targeting Google & Google networks<br />It runs during hours that produce the best results.<br />
  35. 35. Bid Optimization<br />The Secret Sauce to Bid Optimization<br />Prerequisites:<br />Landing pages must be optimized as best as possible<br />Conversion tracking must be on and working for at least 45 days<br />You should have had your ads and ad groups reviewed by a pro<br />Bid optimization beyond this point involves Cost Per Acquisition and Quality Score Improvement<br />
  36. 36. Landing Page Optimization<br />Try the Website Optimizer Tool, or<br />Reduce page load time<br />Include a privacy policy link<br />Include as much information about the product/service as possible<br />Include the language used in the Paid Search ads<br />Include a way to navigate back to the main website (don’t trap)<br />Ask an expert to create 1-3 templates that you can build off of<br />Try to use a section of the website that is disallowed in robots.txt<br /> (rotate elements in an index file)<br /><br />
  37. 37. Ad Extensions<br />
  38. 38. Ad Extensions<br />
  39. 39. Ad Extensions<br />
  40. 40. Ad Extensions<br />
  41. 41. Ad Extensions<br />This is a BOOST Ad that you cannot control in AdWords<br />
  42. 42. Connect with Steve Wiideman<br />Wiideman has been working with Search Engine Optimization Since 2003 and authored several eBooks on the topic while working with Fortune 100 & 500 organizations.<br />He has been featured in Entrepreneur Magazine, Response Magazine, National Journal, Visibility Magazine and many industry blogs, including the Marketing Sherpa Blog.<br />He is currently a consultant to several corporate brands. In 2011, Wiideman is working with his team on Creative Search Strategies, an Internet Marketing webinar series and promoting his eBook SEO in a Day, which can be found by searching “free SEO eBook” in Google.<br />Steve Wiideman<br /><br /><br />P. (562) 732-4417<br />E.<br />@seosteve<br />
  43. 43. Special Thanks<br />