This document discusses search engine marketing and paid search advertising strategies. It begins by explaining the difference between organic and paid search results. The top three reasons to use paid search advertising are to increase traffic, conversions, and to test keywords for search engine optimization. The document then provides tips for setting up effective Google AdWords campaigns, including tight keyword grouping, ad positioning testing, and bid stacking. Finally, it discusses setting up Facebook ad campaigns and provides best practices.

1. Search Engine Marketing(SEM)Craig Baileywww.craigbailey.netStart Timer

2. Increasing Revenue

3. Free versus Paidwww.craigbailey.net

4. Free versus Paidwww.craigbailey.net

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6. Left & RightTraditionally:Organic: the ‘Left side’ of SearchPaid: the ‘Right side’ of SearchThat’s all changing…www.craigbailey.net

7. AimsUnderstand Search Engine MarketingAdvice on using AdWords effectivelyHighlight 3 AdWords StrategiesIntroduce Facebook advertisingwww.craigbailey.net

8. Craig BaileyWorked in IT for 20 yearsCTO and Technical DirectorMicrosoft MVP for 3 yearsGoogle Analytics QualifiedMicrosoft adExcellence MemberRun my own web based businessesSEO and Google AdWords for clients‘Web Strategist’ ?www.craigbailey.net

9. Increasing TrafficSourcesSearch (Google, Bing, Yahoo)Social (Twitter, Facebook, LinkedIn, YouTube)Recommend (Digg, StumbleUpon)EmailPRwww.craigbailey.net

10. What is a Search Engine?Google, Bing, Yahoo, etcTwitterFacebookYouTubeSearcher ‘intent’ is different:Informational, Navigational, TransactionalConsumptional, Distractional, …www.craigbailey.net

11. What is Search Engine Marketing?www.craigbailey.net Originally – an Umbrella TermThese days = paid search

12. Free versus Paidwww.craigbailey.net

13. Organic versus with PaidOrganic (SEO)‘Investment’Long termIndirect controlPaid (SEM)Single shotQuick resultsDirect controlwww.craigbailey.net

14. Top 3 Reasons to Use PaidTrafficConversionsTesting as an input to SEOBonus: Block your competitorswww.craigbailey.net

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18. Search Engine ShareSource: *comScore **Hitwise AUBing in Australia via Yahoo Search Marketing (YSM!)Bing & Yahoo Search Alliance – October-ishwww.craigbailey.net

19. Recap so farTraffic -> Conversions -> SalesOrganic versus PaidPaid -> Google AdWordswww.craigbailey.net

20. Winning With AdWordsAdd Google Analytics and set up Conversion Tracking (test everything!)Understand that Search trends changeRemember: It’s an auction (Quality Score)www.craigbailey.net

21. Track Conversionswww.craigbailey.net

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23. Search is Seasonalwww.craigbailey.net

24. Search TrendsUse the Google Keyword Toolwww.craigbailey.net

25. Quality ScoreThe best results occur when:The search termMatches the adWhich matches the landing pagewww.craigbailey.net

26. Badwww.craigbailey.net

27. Getting Betterwww.craigbailey.net

28. Goodwww.craigbailey.net

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30. Get Inside Your Customer’s HeadWhat You Think Your Customer Wants≠What Your Customer Actually Wantswww.craigbailey.net

31. Keyword Researchwww.craigbailey.net

32. Keyword Researchwww.craigbailey.net

33. ExamplePDF file = Software?www.craigbailey.net

34. Top 3 AdWords StrategiesTight groupingAd positioningBid stackingwww.craigbailey.net

35. 1. Tight Groupingwww.craigbailey.net

36. 1. Tight GroupingCampaign (per country/region per network)Ad Group per product/serviceBid prices per keywordURLs per keyword (optional)www.craigbailey.net

37. 2. Ad PositioningPosition #1 is not always the bestAvoid ‘click happy’ searchersUse the Keyword Positions reportwww.craigbailey.net

38. Ad Positionswww.craigbailey.net

39. 2. Ad Positioning Resultswww.craigbailey.net

40. 3. Bid StackingMatch Typeswww.craigbailey.net

41. 3. Bid stackingBid on all 3 Match TypesBroadPhraseExactwww.craigbailey.net

42. AdWords DOsDOEnable Analytics & Conversion Tracking

43. Aim for a click through rate (CTR) > 1%

44. Aim for a bounce rate <80%

45. Aim to use “phrase match” (not broad match)

46. Test multiple ads per Ad group

47. Use Negative keywords (eg free, cheap)

48. Use First Letter Capitalisedwww.craigbailey.net

49. AdWords DON’TsDON’TPoint to your home page

50. Add 100s of keywords into one Ad group

51. Use Content network and Search network in same campaign

52. Use one bid for every keyword

53. Set and forgetwww.craigbailey.net

54. Why Facebook?>25% of total internet page viewsAlmost 500 Million usersDemographic targeting abilitieswww.craigbailey.net

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56. Setting up an Adwww.craigbailey.net

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58. Facebook TipsUse it for Lead GenerationUse the Funnel approachFB Ad -> FB Page -> Signup form -> Emailwww.craigbailey.net

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61. Facebook Ad TipsImages are the key!Create multiple ads (same text, different images)Use dark images Create ads for each age groupNew ads every 7 daysUse FB Landing Tabs (not Wall)www.craigbailey.net

62. ExampleWeekly World News (article on AllFacebook.com)www.craigbailey.net

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64. SummarySEM is a key component forTrafficConversions TestingUse it in conjunction with your SEOwww.craigbailey.net

65. ResourcesSEOSEO Book – Aaron WallSEOmozGoogle AdWordsPPC BlogPPC HeroGoogle AnalyticsOccam’s Razor - Avinash KaushikFacebookAll FacebookHyperArtswww.craigbailey.net

66. Questionscraig@craigbailey.nethttp://twitter.com/craigbailey0413 489 388Resourceswww.craigbailey.net/resources/www.craigbailey.net/nsw/