Paid search advertising allows businesses to get fast results by bidding on keywords and having their ads appear prominently in search engine results. The document discusses how paid search auctions work and the importance of quality scores in ad ranking. It then outlines best practices for setting up a paid search campaign, including researching keywords, creating multiple ad variations, implementing tracking of conversions, and optimizing ads and keywords over time based on performance data. The goal is to provide a customized experience for searchers to improve results.

1. MAXIMIZE RESULTS
WITH
SEARCH ADVERTISING
Chris Reilly @reilly3000 unleashed-
online.com

3. Agenda
Paid vs. Organic
How to create a paid search campaign
Paid Search for Local Businesses
Other forms of small business online ads
Resources and questions

4. Why paid search?
Results tend to happen fast.
Compared to SEO and Social Campaigns.
You’re on their team.
Advertising funds Google, Bing, and Yahoo.
Organic marketing is a cost center.
Total flexibility and control.
Testing messaging and markets is fast and easy.

8. Source: Wordstream 2012

9. Search Engine Results Page

10. How search ads work
Every search is an auction
Every advertiser places a bid
Every advertisement is ranked by quality
Ads are ranked by Bid X Quality Score
Pay More Money vs Increase Quality

12. $1 X 5 = 5

14. ACTUAL COST = ( AD RANK OF THE POSITION BELOW /
QUALITY SCORE OF YOUR AD ) + $0.01

15. Why quality matters
Revenue optimization for search engines
Quality search experience
Targeting irrelevant search terms
Advertisers getting free impressions

16. What is high quality?
Quality, well-written, appealing ads
On relevant keywords
That lead to a relevant page
That has a history of success
High quality campaigns have dozens of ads and
few targets

17. Phase 1 – Research
Phase 2 – Setup
Phase 3 – Tracking
Phase 4 – Optimization

18. Phase 1 - Research

19. Phase 1 - Research

20. Phase 1 - Research

21. Phase 1 - Research

22. Phase 1 - Research

23. Phase 2 - Setup

24. Phase 2 - Setup

25. Phase 2 - Setup

26. Phase 2 - Setup Don’t just write
one ad!

27. Phase 2 - Setup Tightly Targeted
Ad Groups Rock!

28. Phase 2 - Setup

29. Phase 2 - Setup

30. Phase 2 - Setup

31. Phase 2 - Setup

32. Phase 3 - Tracking
Setup Conversion Tracking
Form Completion
Online Purchase
Visit of a key page
Any time you are
making money or
have a chance to
make money-
TRACK IT!

33. Phase 3 - Tracking
Tracking Calls
Phone number in ad!
Click to call in mobile
Javascript number changer on site

34. Phase 3 - Tracking
Google Analytics

35. Phase 4 - Optimization
Ad Performance

36. Phase 4 - Optimization
Keywords

37. Phase 4 - Optimization
Use Negative Keywords:
Ex: Adoption –PET Sperm Bank - ‘of America’
–’Whale’
Write many ad variations and test:
“Learn More.” vs “Learn more!”
See search terms
Find out what is actually bringing clicks

38. Use Negative Keywords:
Ex: Adoption –PET Sperm Bank - ‘of America’
–’Whale’
Write many ad variations and test:
“Learn More.” vs “Learn more!”
See search terms
Phase 4 - Optimization

39. Rookie Campaigns
Campaign Ad Group Ad Copy Landing Page
Outcome:
Each person with different needs
sees the same ad and same page.
Results: POOR!
Keywords

40. Pro Campaigns
Campaign Ad Group Ad Copy Landing Page
Outcome:
Each Person Gets a
Customized, cohesive experience
Results: AWESOME!
Keywords

41. There is an easier way

42. Where to advertise
Search Engines – for solving problems
Social Media – for creating relationships
Display – for building branding and recall
Video – emotional impact.
Mobile – for making quick decisions

43. You can do it yourself.

44. It can cost whatever you
want it to cost.

45. It will work as well
as you work it.

46. Questions?

47. Resources
Industry News:
searchenginewatch.com
searchengineland.com
PPCBlog.com
Market Research:
Search for “Keyword Tool”
Google.com/insights
Get Started
Google.com/Adwords
BingAds.Microsoft.com