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Paid Search Strategy Presented by Buck Dossey 3/26/2011
30 Second Intro Name: Buck Dossey Home town: Houston, Texas Spent 3 years at Resolution Media developing paid search strategy 6 years in online media (IAC, Match.com, Yahoo!) Total Computer Nerd: I love writing code and developing websites in my spare time.  I also love Pivot Tables. Burnt Orange Blood 3/24/2011 2 Yahoo! Presentation, Confidential
Audience Challenge #1: 3/24/2011 3 Yahoo! Presentation, Confidential What is the earliest story you can remember in your life?
3/24/2011 4 Yahoo! Presentation, Confidential My Favorite line I remember:  "'When I was working in my laboratory,' Dr. Pasteur said, `I enjoyed the times when I believed in myself. In those days, I didn't always succeed. But even if I didn't, it always felt good to believe that I could.'"
Remembered Without Any Help at All… 3/24/2011 5 Yahoo! Presentation, Confidential
The Point: Being a Great Storyteller Matters in Human Evolution, as well as Your Career’s Evolution 3/24/2011 6 Yahoo! Presentation, Confidential
Audience Challenge #2:What’s the Best Way to Start a Fight at an Ad Agency? Ask what the difference is between Strategy and Tactics.
Strategy = Why 3/24/2011 8 Yahoo! Presentation, Confidential Tactics = How
3/24/2011 9 Yahoo! Presentation, Confidential Success in Paid Search means your client has already approved your strategy. The key challenge is to communicate your strategyin a way that resonates with the client and will likely* deliver on client goals.
3/24/2011 10 Yahoo! Presentation, Confidential If you want to have a good strategy, you first have to figure out what your story is.
Client Challenge: Sirius XM High Seasonality – 90% in 6 Weeks Client undergoing a dramatic merger and looked to the agency to cut costs and provide marketing strategy Challenge: Develop a Paid Search strategy that will not only capture the huge December volume, but will also eliminate overlap between two distinct brands 3/24/2011 11 Yahoo! Presentation, Confidential
Strategy Development Process Independent Research White board Findings “Idea Pen” Good ideas stand the test of scrutiny Develop a Visual Hook that Represents the Best of Group Ideas 3/24/2011 12 Yahoo! Presentation, Confidential
The Resulting Strategy 3/24/2011 13 Yahoo! Presentation, Confidential Sirius XM Category Terms “Satellite Radio” “Satellite Radio” Brand Terms “Sirius” “XM Radio”
The Resulting Strategy 3/24/2011 14 Yahoo! Presentation, Confidential Combined Funnel Category Terms Brand Terms Rationale ,[object Object]
Brand Terms Preserved,[object Object]
Forcefully drive down market CPCs by lowering bids in both accounts
Brand Terms
Dominate Search Results pages with multiple ads and multiple domains
Housekeeping
Clean up accounts
Implement best practices across both accounts (creative, misspellings, etc),[object Object]
Research Tools – Yahoo! 3/24/2011 17 Yahoo! Presentation, Confidential Clues.Yahoo.com
Research Tools - Microsoft 3/24/2011 18 Yahoo! Presentation, Confidential Microsoft Advertiser  Intelligence Microsoft Ad Labs
Research Tools - Google 3/24/2011 19 Yahoo! Presentation, Confidential Insights for Search / Trends Keyword Tool
Competitive Tools 3/24/2011 20 Yahoo! Presentation, Confidential SpyFu.com Compete.com
5 Tips for Writing Effective Creative 3/24/2011 21 Yahoo! Presentation, Confidential 1.) Leverage your brand name 2.) Push value propositions 3.) Leverage Psychological cues in Display URLs 4.) Relevance to Keyword – Be careful with broad match 5.) Test and Learn – use even rotation to test which ads have the highest CTR
Effective Creative Writing 3/24/2011 Yahoo! Presentation, Confidential Keyword: Free Checking Account 1.) Leverage brand name 2.) Push value proposition 3.) Leverage Psychological cues in Display URLs 4.) Relevance to Keyword – Be careful with broad match 5.) Test and Learn – use even rotation to test which ads have the highest CTR
Tools for Efficiency 3/24/2011 23 Yahoo! Presentation, Confidential Google Adwords Editor Microsoft Advertising adCenter Desktop

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Paid search strategy

  • 1. Paid Search Strategy Presented by Buck Dossey 3/26/2011
  • 2. 30 Second Intro Name: Buck Dossey Home town: Houston, Texas Spent 3 years at Resolution Media developing paid search strategy 6 years in online media (IAC, Match.com, Yahoo!) Total Computer Nerd: I love writing code and developing websites in my spare time. I also love Pivot Tables. Burnt Orange Blood 3/24/2011 2 Yahoo! Presentation, Confidential
  • 3. Audience Challenge #1: 3/24/2011 3 Yahoo! Presentation, Confidential What is the earliest story you can remember in your life?
  • 4. 3/24/2011 4 Yahoo! Presentation, Confidential My Favorite line I remember: "'When I was working in my laboratory,' Dr. Pasteur said, `I enjoyed the times when I believed in myself. In those days, I didn't always succeed. But even if I didn't, it always felt good to believe that I could.'"
  • 5. Remembered Without Any Help at All… 3/24/2011 5 Yahoo! Presentation, Confidential
  • 6. The Point: Being a Great Storyteller Matters in Human Evolution, as well as Your Career’s Evolution 3/24/2011 6 Yahoo! Presentation, Confidential
  • 7. Audience Challenge #2:What’s the Best Way to Start a Fight at an Ad Agency? Ask what the difference is between Strategy and Tactics.
  • 8. Strategy = Why 3/24/2011 8 Yahoo! Presentation, Confidential Tactics = How
  • 9. 3/24/2011 9 Yahoo! Presentation, Confidential Success in Paid Search means your client has already approved your strategy. The key challenge is to communicate your strategyin a way that resonates with the client and will likely* deliver on client goals.
  • 10. 3/24/2011 10 Yahoo! Presentation, Confidential If you want to have a good strategy, you first have to figure out what your story is.
  • 11. Client Challenge: Sirius XM High Seasonality – 90% in 6 Weeks Client undergoing a dramatic merger and looked to the agency to cut costs and provide marketing strategy Challenge: Develop a Paid Search strategy that will not only capture the huge December volume, but will also eliminate overlap between two distinct brands 3/24/2011 11 Yahoo! Presentation, Confidential
  • 12. Strategy Development Process Independent Research White board Findings “Idea Pen” Good ideas stand the test of scrutiny Develop a Visual Hook that Represents the Best of Group Ideas 3/24/2011 12 Yahoo! Presentation, Confidential
  • 13. The Resulting Strategy 3/24/2011 13 Yahoo! Presentation, Confidential Sirius XM Category Terms “Satellite Radio” “Satellite Radio” Brand Terms “Sirius” “XM Radio”
  • 14.
  • 15.
  • 16. Forcefully drive down market CPCs by lowering bids in both accounts
  • 18. Dominate Search Results pages with multiple ads and multiple domains
  • 21.
  • 22. Research Tools – Yahoo! 3/24/2011 17 Yahoo! Presentation, Confidential Clues.Yahoo.com
  • 23. Research Tools - Microsoft 3/24/2011 18 Yahoo! Presentation, Confidential Microsoft Advertiser Intelligence Microsoft Ad Labs
  • 24. Research Tools - Google 3/24/2011 19 Yahoo! Presentation, Confidential Insights for Search / Trends Keyword Tool
  • 25. Competitive Tools 3/24/2011 20 Yahoo! Presentation, Confidential SpyFu.com Compete.com
  • 26. 5 Tips for Writing Effective Creative 3/24/2011 21 Yahoo! Presentation, Confidential 1.) Leverage your brand name 2.) Push value propositions 3.) Leverage Psychological cues in Display URLs 4.) Relevance to Keyword – Be careful with broad match 5.) Test and Learn – use even rotation to test which ads have the highest CTR
  • 27. Effective Creative Writing 3/24/2011 Yahoo! Presentation, Confidential Keyword: Free Checking Account 1.) Leverage brand name 2.) Push value proposition 3.) Leverage Psychological cues in Display URLs 4.) Relevance to Keyword – Be careful with broad match 5.) Test and Learn – use even rotation to test which ads have the highest CTR
  • 28. Tools for Efficiency 3/24/2011 23 Yahoo! Presentation, Confidential Google Adwords Editor Microsoft Advertising adCenter Desktop
  • 29. Bid Strategies Third-Party Tools like Dart and Kenshoo offer significant advantages to automate bidding Unrealistic goals will kill your campaign. Use with Caution 3/24/2011 24 Yahoo! Presentation, Confidential
  • 30. Results Dramatically lowered category CPCs Met client goal Cost Per Radio efficiency metric Happy Client during turbulent times Established Client Trust during highly turbulent holiday season 3/24/2011 25 Yahoo! Presentation, Confidential
  • 31. Search is Media, Too It’s not just keywords, creative, and landing pages The Full media planning cycle applies Warm up to the devil’s advocates Tell a Great Story first, the tactics will follow 3/24/2011 26 Yahoo! Presentation, Confidential
  • 32. Parting Thoughts Focus on creating a great story first Tactical plan will flow easily once your story is solid Copy the best creative writers, then do it better Use the tools at your disposal – most are free and will make life easier 3/24/2011 27 Yahoo! Presentation, Confidential
  • 33. Q&A 3/24/2011 28 Yahoo! Presentation, Confidential