Ross Plotkin - Take a Walk on the Paid Side - KahenaCon Spring 2012
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This document discusses various topics related to paid search marketing, including: 1) Using modified broad match keywords to capture long-tail search queries on Google AdWords. 2) Obtaining keyword-level data for phone call conversions by implementing session-based keyword-level call tracking and analytics. 3) The basic behavioral differences between desktop, tablet, and mobile users for device targeting in paid search. 4) Emerging techniques for next-generation search retargeting beyond traditional retargeting approaches.
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Ross Plotkin - Take a Walk on the Paid Side - KahenaCon Spring 2012
- 1. Take a Walk on the Paid Side Insights in Paid Search & Search Retargeting
- 2. Think Beyond Match Type Boundaries • Paid Search Challenge: How to (simply) capture the long tail on Google AdWords?
- 3. +Modified +Broad +Match • Google Wants to Use You with Expanded Broad Match. Don’t let them. • MBM vs. Broad Match Example • KW = ‘European Vacation Packages’ • KW = ‘+European Vacation +Packages’ • Obtains a hold on the long tail in a single move • 25% of all searches are unique • Push research to the negative side
- 5. Can’t Measure It, Can’t Manage it. Search Dilemma: How to obtain keyword-level data when a conversion objective is an inbound phone call?
- 6. Closing Call Feedback Loops • Problem: Basic conversion objective for both SEM & SEO, inbound call traffic, is not reported in analytics / paid search data (at a keyword level). • Session Based Keyword-Level Call Tracking & Analytics gives: • Keyword-level feedback loop to track and improve performance • Measure and illustrate the quality of leads along with quantity • Provide clients with turn key CRM and call recording capacity Keyword-Level Call Tracking & Analytics for SEM & SEO
- 7. Device Targeting Paid Search Insight: What are the basic behavioral differences behind device targeting classes? (Desktop, Tablet, Mobile)
- 8. Not All Clicks are Made Equal
- 9. Not All Clicks are Made Equal
- 10. Next Generation Search Retargeting Search Advancement: Retargeting is everywhere. What’s next?
- 11. Adjust Bids by Frequency
- 12. Retarget Based on Search Data • Adjust bids based on: • User search query • Search ad clicked • Timing of click • Example: • Search Query: ‘Atlanta Condo’ $1.50 CPM • Search Query: ‘Atlanta Condo Real Estate Agent’ $10.00 CPM
- 13. That’s All Folks • Sophisticated Paid Search • Affordable, Keyword-Level Call Tracking • Next Generation Retargeting Ross Plotkin Head of Paid Advertising, Kahena Digital
- 15. There’s a Good Reason & a Real Reason. Paid Search Insight: Leveraging the Sitelinks Extension
- 16. Sitelinks Extensions • The Good Reason: Additional relevant links that users can click on to arrive to specific pages within a site. • The Real Usage: Push away other ads and organic search engine results to take up space and greatly increase CTR.
- 17. Venture Beyond the Googlesphere Search Advancement: Paid Search is dominated by Google. How to go about working with other sources of paid search traffic?
- 18. Working with Multiple Publishers • Microsoft adCenter (Bing, Yahoo) standards are incrementally inching closer to mirroring the AdWords API. • Search Syndication Traffic from Secondary Networks is becoming more transparent with the ability to provide network-level targeting. More transparency about partners than Google*. • Kahena builds, manages, optimizes and reports on across multiple publishers simultaneously by tying in respective API’s.