From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: The Great Campaign Structure & Match Type Debate. PRESENTATION: Management Friendly Alpha-Beta - Given by Caitlin Halpert, @caitlin_halpert - 3Q Digital, Account Director. #SMX #23B
This document discusses how to optimize Google AdWords campaigns through proper account structure and management of keywords and queries. It recommends using an "Alpha-Beta" process where a "Beta" campaign uses broad match modified keywords to identify profitable queries, which are then isolated on exact match in "Alpha" campaigns to control bidding and ads. Through this process of identifying winners and losers and refining match types and negatives, advertisers can improve their Lin-Rodnitzky ratio, which measures the ratio of total queries to converting queries as an indicator of campaign efficiency. Proper account hierarchy and management of match types, negatives and queries is key to maximizing profits from AdWords campaigns.
This document discusses strategies for structuring paid search campaigns using alpha and beta keyword approaches. The alpha approach focuses on high-volume head terms without negatives, while the beta approach uses modified broad match keywords with negatives. It recommends allocating time based on alpha versus both, provides tips for negative keyword list building, and discusses other techniques like fuzzy matching and using search query reports to optimize campaigns.
12 Proven Methods to Turn Customers Into Loyal Brand AdvocatesTinuiti
Join CPC Strategy & Eliza Fisher, Marketing Strategist of Social Annex, as she dives into 12 proven strategies to turn customers into loyal brand advocates.
If you're selling products online, you need to see this webinar.
Whether you're looking to create Google Shopping Ads from scratch, or maximize results with existing ones, this live webinar is for you.
Attendees will walk away knowing:
- How to set up top performing Google Shopping campaigns
- What do with all your product data
- Best Practices for Google Shopping based on industry benchmarks
This is one webinar you'll definitely want to 'check out'.
The document discusses ways for advertisers to improve ROI during an economic recession by tracking consumer trends, optimizing keywords, and using Google AdWords tools. It notes that consumers will rely more on online research and promotions in 2009. It recommends using Google Insights for Search to track trends and examine seasonality. It also describes how Conversion Optimizer and the Content Network can help advertisers maximize profits by optimizing bids and increasing high-performing traffic. A case study shows how one company increased conversions and decreased costs using these tools.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: The Great Campaign Structure & Match Type Debate. PRESENTATION: Management Friendly Alpha-Beta - Given by Caitlin Halpert, @caitlin_halpert - 3Q Digital, Account Director. #SMX #23B
This document discusses how to optimize Google AdWords campaigns through proper account structure and management of keywords and queries. It recommends using an "Alpha-Beta" process where a "Beta" campaign uses broad match modified keywords to identify profitable queries, which are then isolated on exact match in "Alpha" campaigns to control bidding and ads. Through this process of identifying winners and losers and refining match types and negatives, advertisers can improve their Lin-Rodnitzky ratio, which measures the ratio of total queries to converting queries as an indicator of campaign efficiency. Proper account hierarchy and management of match types, negatives and queries is key to maximizing profits from AdWords campaigns.
This document discusses strategies for structuring paid search campaigns using alpha and beta keyword approaches. The alpha approach focuses on high-volume head terms without negatives, while the beta approach uses modified broad match keywords with negatives. It recommends allocating time based on alpha versus both, provides tips for negative keyword list building, and discusses other techniques like fuzzy matching and using search query reports to optimize campaigns.
12 Proven Methods to Turn Customers Into Loyal Brand AdvocatesTinuiti
Join CPC Strategy & Eliza Fisher, Marketing Strategist of Social Annex, as she dives into 12 proven strategies to turn customers into loyal brand advocates.
If you're selling products online, you need to see this webinar.
Whether you're looking to create Google Shopping Ads from scratch, or maximize results with existing ones, this live webinar is for you.
Attendees will walk away knowing:
- How to set up top performing Google Shopping campaigns
- What do with all your product data
- Best Practices for Google Shopping based on industry benchmarks
This is one webinar you'll definitely want to 'check out'.
The document discusses ways for advertisers to improve ROI during an economic recession by tracking consumer trends, optimizing keywords, and using Google AdWords tools. It notes that consumers will rely more on online research and promotions in 2009. It recommends using Google Insights for Search to track trends and examine seasonality. It also describes how Conversion Optimizer and the Content Network can help advertisers maximize profits by optimizing bids and increasing high-performing traffic. A case study shows how one company increased conversions and decreased costs using these tools.
How to create an air-tight account structure in Google AdWords through the use of single keyword ad groups (SKAGs) and rigorous query-level analysis. As presented at SEMpdx in February 2013.
ASK AN EXPERT: Are Your Paid Search Campaigns Prepared for Thanksgiving Weekend?Tinuiti
Pitch your last minute questions to 3 of our in-house retail search experts. They’ll help you double check your paid search strategies so to ensure the highest profitability for this year’s shopping season.
This document summarizes a 2-part ecommerce mastermind workshop about customer lifecycles, marketing strategies, and predicting future purchase decisions. The workshop will cover the top 3 Google Shopping strategies for 2017, including optimizing titles and descriptions, using remarketing lists for search ads, and isolating branded vs non-branded searches. It also provides information about the speakers and breaks down the timing of the workshop parts and strategies that will be discussed to help merchants spend less on ads, target more shoppers, and anticipate customer needs.
How to Spur Growth & Efficiency Gains with Dynamic Search AdsTinuiti
In this 60 minute Dynamic Search Ads webinar, CPC Strategy’s Paid Search Manager, Lewis Brannon, will dive into advanced DSA strategies that will drive traffic & increase campaign build-out efficiency.
At the MnSearch Snippet #18 event held at Spyder Trap in Minneapolis, MN on February 25, 2015, Jason Stinnett presented his slidedeck "Auditing Adwords To Exceed Your Goals".
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Competitive Research For SEM. PRESENTATION: Brand Keywords - The Truth About Your Competitors - Given by David Naffziger, @davenaff - BrandVerity, CEO. #SMX #32B
Maximizing Facebook Dynamic Ad Conversions & Improving ROITinuiti
This document summarizes a live webcast about maximizing Facebook dynamic ad conversions and improving ROI. The webcast included presentations from speakers at CPC Strategy and AddShoppers on optimizing the full funnel approach to Facebook advertising, using dynamic ads for cross-selling and upselling, and a case study where CPC Strategy improved a home decor brand's ROI by 249.97% through Facebook advertising. The webcast also covered developing strategic mobile campaigns using social data and examples from brands like MiiR, All Things BBQ, and Nine Line Apparel. Attendees could submit questions through a chat box.
Get negative keywords tips, which will improve your Quality Score in Google AdWords and lower your ad spend. Also get the "5 Steps to Creating a Killer Negative Keywords List."
What Happened to Network Domain & Service Provider in Google Analytics?Angela Hawker
Google Analytics stopped providing Network Domain and Service Provider data, which previously enabled marketers to segment website visitors by filtering out traffic from bots, spam, and internal sources, and build audiences for remarketing ad campaigns.
For companies that relied on this data, there is an alternative for more accurate account-level data to track, identify, and retarget the companies visiting your website, and much more.
Links mentioned in this presentation:
KickFire for Google product explainer video - https://kickfire.wistia.com/medias/jgyau90c5o
5 Ways to Decrease Ad Waste in Google Analytics & Google Ads - https://blog.kickfire.com/5-ways-to-decrease-ad-waste-using-google-analytics
Google Removed Network Domain and Service Provider – What Can You Do About It? - https://blog.kickfire.com/google-removed-network-domain-and-service-provider-what-can-you-do-about-it
Service Provider & Network Domain Disappear from Google Analytics - https://info.kickfire.com/webinar-video-form-google-service-provider-deprecation
Optimize Ad Spend with Keyword Intent Search & Personalization in Google Analytics - https://info.kickfire.com/webinar-video-form-optimize-ad-spend-google-analytics
Eliminate Ad Waste with Account-Based Marketing in Google Analytics - https://info.kickfire.com/webinar-video-form-eliminate-ad-waste-google-analytics
Get started at https://www.kickfire.com/google-deprecation?pmc=LI-SS
Why Omnichannel Selling Is Now Tablestakes In EcommerceTinuiti
Topics Discussed:
Why omnichannel is a must in 2017
How do you choose which platform to focus on (they vary by company!)
How your internal data will drive your external decisions
Unconventional methods of omnichannel growth on conventional channels
Live Q&A
AdWords Key to Success from Pico DigitalCasey Meraz
From Samantha Bedford (Pico Digital)
In the 15 years I have been in the industry the main element I find when auditing paid search campaigns is that the foundation is poor. When speaking about foundation I am talking about the structure of your campaigns, adgroups and match types, and how they have been grouped to ensure each ad is relevant to the keyword and landing page.
Event Sponsored by CLIMB SEO:
http://www.climbseo.org
http://www.lawyerseomarketing.org
Ethical SEO Consulting
5350 DTC Parkway, Suite 204
Greenwood Village, CO 80111
888-789-4198
Pay Per Click (PPC) advertising allows advertisers to display ads on search engines and websites so that the advertiser only pays when a user clicks on their ad. The document discusses setting up PPC campaigns on Google AdWords, including choosing keywords, writing ads, bidding, and tracking conversions. It provides tips on optimizing campaigns such as focusing keywords, testing ads, and reviewing reports to improve performance.
For HeroConf: 4 Search Query Focused Techniques You Must Be Using in Your Sho...Impression
This session will guide you through advanced applications of search query filtering for Shopping campaigns. Discover 4 advanced ways to proactively use search queries to improve your ROI and explore how considering user intent, analysing product performance and utilizing RLSA audience targeting will open up new possibilities for advertisers to use search queries more effectively. You will learn:
The 4 techniques
Real-life examples of how the techniques have individually improved ROI of already successful Shopping campaigns
How to use the hidden AdWords column which matches product ID and search query data
Liam Wade
IMPRESSION DIGITAL
Web Marketing Academy India brings you the monthly series of Digital Marketing Training Programs for public in Bangalore. For more details visit: www.webmarketingacademy.in
Google Adwords - Basic account structuremahajanvd28
AdWords accounts are organized into campaigns and ad groups. Campaigns have daily budgets and targeting preferences, and multiple campaigns can run for different products or services. Keywords are chosen to trigger ads, and there are four match types ranging from broad to narrow. Search ads appear on Google search results and partner sites, while display ads appear on websites in the Google Display Network. Keywords determine when ads appear by triggering them based on searches.
Ask an Expert: How to Measure the Effectiveness of Your branding CampaignsTinuiti
This document summarizes a presentation by CPC Strategy experts on measuring the effectiveness of branding campaigns. It discusses setting goals, understanding target audiences, exploring branding channels like search and display ads, audience segmentation, and attribution modeling. Attribution is important for branding campaigns not expected to convert immediately. Brand lift measurement and Google Trends can also help measure branding impact over time relative to categories and competitors. Questions are taken at the end about improving digital brand measurement strategies.
Intro to Search Engine Marketing (SEM), pay-per-click advertising and Google Adwords for Troy Henikoff's "Entrepreneurial Tools For Digital Marketing" course at Northwestern's Kellogg School of Management. Elan Mosbacher. VP of Marketing @ SpotHero. January 2016.
This document discusses search engine marketing (SEM) strategies, including pay-per-click (PPC) advertising on Google networks. It covers the different ad formats available on Google like text, display, video, and shopping ads. It also discusses factors that affect paid search results like ad rank, domain authority, bids, and quality score. Additionally, it provides guidance on keyword selection, match types, bidding strategies, budgeting, landing page optimization, and A/B testing.
Rakesh Tech Solutions is one of the leading Digital Marketing Training (SEO, SEM , SMO and SMM) Class Room and Online Institutions, which is located in Pragathi Nagar, Hyderabad, Best Digital Marketing Courses at best prices compared to other digital marketing institutes in Hyderabad, best Training Classes in digital marketing Class like SEO, SMO, SEM (PPC) , Content Marketing, Video & Social Media Marketing
This document discusses online advertising and persuasion techniques. It provides an overview of 3Q Digital, a digital marketing agency, and their services. It then covers different types of online advertising like display, social media, video and search engine marketing. Key metrics for each channel are outlined. The document dives into techniques for influencing online behavior through ad text, landing pages and targeting. It also discusses tools for measuring performance. Finally, it details 3Q Digital's approach of using "Alpha" and "Beta" campaigns to test keywords, identify high and low performing queries, and optimize campaigns. The goal is to maximize profits by giving advertisers full control over keywords, ad text and landing pages.
How to create an air-tight account structure in Google AdWords through the use of single keyword ad groups (SKAGs) and rigorous query-level analysis. As presented at SEMpdx in February 2013.
ASK AN EXPERT: Are Your Paid Search Campaigns Prepared for Thanksgiving Weekend?Tinuiti
Pitch your last minute questions to 3 of our in-house retail search experts. They’ll help you double check your paid search strategies so to ensure the highest profitability for this year’s shopping season.
This document summarizes a 2-part ecommerce mastermind workshop about customer lifecycles, marketing strategies, and predicting future purchase decisions. The workshop will cover the top 3 Google Shopping strategies for 2017, including optimizing titles and descriptions, using remarketing lists for search ads, and isolating branded vs non-branded searches. It also provides information about the speakers and breaks down the timing of the workshop parts and strategies that will be discussed to help merchants spend less on ads, target more shoppers, and anticipate customer needs.
How to Spur Growth & Efficiency Gains with Dynamic Search AdsTinuiti
In this 60 minute Dynamic Search Ads webinar, CPC Strategy’s Paid Search Manager, Lewis Brannon, will dive into advanced DSA strategies that will drive traffic & increase campaign build-out efficiency.
At the MnSearch Snippet #18 event held at Spyder Trap in Minneapolis, MN on February 25, 2015, Jason Stinnett presented his slidedeck "Auditing Adwords To Exceed Your Goals".
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Competitive Research For SEM. PRESENTATION: Brand Keywords - The Truth About Your Competitors - Given by David Naffziger, @davenaff - BrandVerity, CEO. #SMX #32B
Maximizing Facebook Dynamic Ad Conversions & Improving ROITinuiti
This document summarizes a live webcast about maximizing Facebook dynamic ad conversions and improving ROI. The webcast included presentations from speakers at CPC Strategy and AddShoppers on optimizing the full funnel approach to Facebook advertising, using dynamic ads for cross-selling and upselling, and a case study where CPC Strategy improved a home decor brand's ROI by 249.97% through Facebook advertising. The webcast also covered developing strategic mobile campaigns using social data and examples from brands like MiiR, All Things BBQ, and Nine Line Apparel. Attendees could submit questions through a chat box.
Get negative keywords tips, which will improve your Quality Score in Google AdWords and lower your ad spend. Also get the "5 Steps to Creating a Killer Negative Keywords List."
What Happened to Network Domain & Service Provider in Google Analytics?Angela Hawker
Google Analytics stopped providing Network Domain and Service Provider data, which previously enabled marketers to segment website visitors by filtering out traffic from bots, spam, and internal sources, and build audiences for remarketing ad campaigns.
For companies that relied on this data, there is an alternative for more accurate account-level data to track, identify, and retarget the companies visiting your website, and much more.
Links mentioned in this presentation:
KickFire for Google product explainer video - https://kickfire.wistia.com/medias/jgyau90c5o
5 Ways to Decrease Ad Waste in Google Analytics & Google Ads - https://blog.kickfire.com/5-ways-to-decrease-ad-waste-using-google-analytics
Google Removed Network Domain and Service Provider – What Can You Do About It? - https://blog.kickfire.com/google-removed-network-domain-and-service-provider-what-can-you-do-about-it
Service Provider & Network Domain Disappear from Google Analytics - https://info.kickfire.com/webinar-video-form-google-service-provider-deprecation
Optimize Ad Spend with Keyword Intent Search & Personalization in Google Analytics - https://info.kickfire.com/webinar-video-form-optimize-ad-spend-google-analytics
Eliminate Ad Waste with Account-Based Marketing in Google Analytics - https://info.kickfire.com/webinar-video-form-eliminate-ad-waste-google-analytics
Get started at https://www.kickfire.com/google-deprecation?pmc=LI-SS
Why Omnichannel Selling Is Now Tablestakes In EcommerceTinuiti
Topics Discussed:
Why omnichannel is a must in 2017
How do you choose which platform to focus on (they vary by company!)
How your internal data will drive your external decisions
Unconventional methods of omnichannel growth on conventional channels
Live Q&A
AdWords Key to Success from Pico DigitalCasey Meraz
From Samantha Bedford (Pico Digital)
In the 15 years I have been in the industry the main element I find when auditing paid search campaigns is that the foundation is poor. When speaking about foundation I am talking about the structure of your campaigns, adgroups and match types, and how they have been grouped to ensure each ad is relevant to the keyword and landing page.
Event Sponsored by CLIMB SEO:
http://www.climbseo.org
http://www.lawyerseomarketing.org
Ethical SEO Consulting
5350 DTC Parkway, Suite 204
Greenwood Village, CO 80111
888-789-4198
Pay Per Click (PPC) advertising allows advertisers to display ads on search engines and websites so that the advertiser only pays when a user clicks on their ad. The document discusses setting up PPC campaigns on Google AdWords, including choosing keywords, writing ads, bidding, and tracking conversions. It provides tips on optimizing campaigns such as focusing keywords, testing ads, and reviewing reports to improve performance.
For HeroConf: 4 Search Query Focused Techniques You Must Be Using in Your Sho...Impression
This session will guide you through advanced applications of search query filtering for Shopping campaigns. Discover 4 advanced ways to proactively use search queries to improve your ROI and explore how considering user intent, analysing product performance and utilizing RLSA audience targeting will open up new possibilities for advertisers to use search queries more effectively. You will learn:
The 4 techniques
Real-life examples of how the techniques have individually improved ROI of already successful Shopping campaigns
How to use the hidden AdWords column which matches product ID and search query data
Liam Wade
IMPRESSION DIGITAL
Web Marketing Academy India brings you the monthly series of Digital Marketing Training Programs for public in Bangalore. For more details visit: www.webmarketingacademy.in
Google Adwords - Basic account structuremahajanvd28
AdWords accounts are organized into campaigns and ad groups. Campaigns have daily budgets and targeting preferences, and multiple campaigns can run for different products or services. Keywords are chosen to trigger ads, and there are four match types ranging from broad to narrow. Search ads appear on Google search results and partner sites, while display ads appear on websites in the Google Display Network. Keywords determine when ads appear by triggering them based on searches.
Ask an Expert: How to Measure the Effectiveness of Your branding CampaignsTinuiti
This document summarizes a presentation by CPC Strategy experts on measuring the effectiveness of branding campaigns. It discusses setting goals, understanding target audiences, exploring branding channels like search and display ads, audience segmentation, and attribution modeling. Attribution is important for branding campaigns not expected to convert immediately. Brand lift measurement and Google Trends can also help measure branding impact over time relative to categories and competitors. Questions are taken at the end about improving digital brand measurement strategies.
Intro to Search Engine Marketing (SEM), pay-per-click advertising and Google Adwords for Troy Henikoff's "Entrepreneurial Tools For Digital Marketing" course at Northwestern's Kellogg School of Management. Elan Mosbacher. VP of Marketing @ SpotHero. January 2016.
This document discusses search engine marketing (SEM) strategies, including pay-per-click (PPC) advertising on Google networks. It covers the different ad formats available on Google like text, display, video, and shopping ads. It also discusses factors that affect paid search results like ad rank, domain authority, bids, and quality score. Additionally, it provides guidance on keyword selection, match types, bidding strategies, budgeting, landing page optimization, and A/B testing.
Rakesh Tech Solutions is one of the leading Digital Marketing Training (SEO, SEM , SMO and SMM) Class Room and Online Institutions, which is located in Pragathi Nagar, Hyderabad, Best Digital Marketing Courses at best prices compared to other digital marketing institutes in Hyderabad, best Training Classes in digital marketing Class like SEO, SMO, SEM (PPC) , Content Marketing, Video & Social Media Marketing
This document discusses online advertising and persuasion techniques. It provides an overview of 3Q Digital, a digital marketing agency, and their services. It then covers different types of online advertising like display, social media, video and search engine marketing. Key metrics for each channel are outlined. The document dives into techniques for influencing online behavior through ad text, landing pages and targeting. It also discusses tools for measuring performance. Finally, it details 3Q Digital's approach of using "Alpha" and "Beta" campaigns to test keywords, identify high and low performing queries, and optimize campaigns. The goal is to maximize profits by giving advertisers full control over keywords, ad text and landing pages.
The document outlines a presentation on mastering Google AdWords. The agenda covers the basics of setting up AdWords campaigns, including account settings, ad groups, keywords, and performance metrics. It then discusses refining campaigns through strategies like ad testing, reducing wasted clicks, and analyzing campaign data. Case studies are presented showing how various businesses improved lead generation and sales by optimizing their AdWords campaigns. The presentation aims to provide attendees with tools and strategies for effectively leveraging AdWords.
Breaking news from Google!
On July 10, 2018 Google announced the 2018 Roadmap for the Google AdWords platform - including changes to popular features and ad formats.
Thanks to our partnership with Google, our expert was there to hear the announcement live and quickly relay the information to you through a WordStream-exclusive webinar!
Be the first to know:
- Exactly what changes you can expect to see in AdWords (and when they're coming)
- The various ways these changes will impact your account
- How to use the advanced notice of these changes to get ahead of your competition
Google AdWords is the most powerful and sophisticated advertising platform ever created. What better time to get your message in front of a prospect than at the exact moment when they have expressed an interested in what you sell by typing a relevant keyword into a search engine? What better way to target your message than by zeroing in on the actual keyword the person is seeking information about?
If only it were that simple! Perhaps you’ve received a card in the mail from Google inviting you to give it a try. Maybe you’re already an AdWords user but are struggling to make it perform profitably. Or maybe you’ve wanted to get in the game but have held back because you’re heard stories of money spent with little or nothing to show for it. Any way you slice it, jumping into Google AdWords without knowing what you are doing is no longer an option. If you’ve got the bankroll and the patience, you may eventually get an education, but it won’t be cheap.
10 Ways Search Marketing for B2B is Different...and How to Maximize ResultsStacy Sutton Williams
B2B marketers have unique challenges, ranging from a long sales cycle with multiple "touches" to being in a complex space with rapidly evolving language and keywords. Stacy Williams' presentation to B2BCamp Atlanta shows how B2B marketers can best leverage search engine marketing (both SEO and paid search).
Pay Per Click (PPC) advertising allows advertisers to display ads on search engines and websites so that the advertiser only pays when a user clicks on their ad. The document discusses setting up PPC campaigns on Google AdWords, including choosing keywords, writing ads, bidding, and tracking conversions. It provides tips on optimizing campaigns such as focusing keywords, testing ads, and reviewing reports to improve performance.
Presented by Annie McAndrews: July, 25, 2017
Everyone is searching, but who knows exactly what they’re looking for? Paid search allows advertisers to step in and help point users in the right direction. In this class, we’ll discuss how paid search works and why it should be a part of your client’s digital strategy. We’ll also review the different ways advertisers utilize paid search to help us find the object of our desire, be it shoes, burritos, or even a college degree.
Check here how SEO and PPC works and is differenciated. Get the full details about PPC and its components, how campaigns work, keyword research, writting ad, maintaining ads and much more. Find more information about PPC and SEO here at http://www.promomasters.ch/.
This presentation gives an overview on SIX important things to do for B2B marketing and how SEO, SEM, Linkedin impacts a B2B campaign. This ppt also features some B2B case studies and how it helped the brand to evolve its customers.
Webinar presentation by Ajax Union experts David Gscheidle and Sarah Mogin on April 10, 2013 at noon EDT. Produced by Small Business Expo and hosted by Gary Jesch of WebinarsOnFire - covers lots of ground in Search Optimization - get on webinar via http://sbe03.eventbrite.com
The webinar discusses new Google ad formats like Sitelinks, Product Extensions, and Product Listings that can help drive more traffic and conversions. It also provides best practices for using the content network, international PPC campaigns, and geo-targeted campaigns. The presentation emphasizes the importance of staying up to date on new features by working closely with Google AdWords reps and testing new formats early.
This webinar provided 10 tips for outsmarting PPC competition in 2013. The tips included being well-organized in ad testing, using bid management and reporting tools, learning how to use scripts and macros, utilizing third-party retargeting, analyzing data to find optimal ad positions, focusing on quality score, using creative ad extensions, testing different creative styles, maintaining an active PPC lifestyle, and comparing your account's performance to competitors. The webinar concluded with a question and answer session and offers of free assessments for attendees' PPC accounts.
A brief introduction to the world of PPC aimed at college students with a broad interest in advertising or marketing. This presentation looks at the different fields of SEM, some of the basics of PPC and what skills to develop to get your foot in the door.
This document contains a presentation on mastering Google AdWords. It discusses the basics of AdWords, including creating an account, campaign and ad group settings, keyword research, ad copy writing, and optimization tactics. It provides examples and case studies of businesses that improved their AdWords campaigns through better structure, targeting, and measurement of results. The goal is to help users get the most out of their AdWords campaigns.
With the proven efficacy of Google Shopping, AdWords text ads are no longer the most profitable way to capitalize on the high-intent shopper queries occurring on Google. Despite this, many brands and retailers still leverage text ads as a key customer acquisition and product advertising channel. So how can text ads – which are used across every single industry and vertical – be optimized for retail conversions?
This 60-minute course features CPC’s Director of Paid Search, David Weichel, discussing how retail advertisers can tweak text ad strategy with automation and different campaign structures to get a better ROI out of the channel.
Topics Discussed Include:
Allowing Shopping Campaign Performance Data to Inform Text Ad Strategy
Structuring Campaigns Based on Brands, Categories, Collections, & Specific SKUs
Applying Automation to Improve Ad Profitability & Ad Copy
Leveraging Remarketing Lists for Search Ads (RLSAs)
15-Minute Live Q&A
SMX Sydney - Bootcamp: Keyword Research Process For SEO & PPCPieter S Verasdonck
This document provides an overview of keyword research for SEO and PPC. It discusses the importance of thorough keyword research, including brainstorming keywords from various sources, analyzing relevant keywords, and developing a keyword strategy based on factors like search volume, user intent, and the conversion funnel. The document emphasizes integrating SEO and PPC keyword data and optimizing keywords for both organic and paid search results.
Drexel New Media Marketing - Intro to SEM & Digital MediaAaron Levy
Week 4 of Drexel's New Media Marketing lecture. Introduction to SEM/PPC, Display and Media buying as well as social media advertising.
Fair warning, the fonts are all sorts of screwy in the slideshare upload, but should look right if you download em
Similar to Search Engine Marketing 101 For Techstars Chicago 2017 (20)
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Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
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Every industrial revolution has created a new set of categories and a new set of players.
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Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
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B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
2. AGENDA
• Intro
• Does SEM even matter?
• Why should I listen to you?
• SEM, SEO, WTF?
• Everything you need to know about SEM in 1 deck
• How to not fail
Copyright or confidentiality statement. 2
10. SEM is a major investment for most startups
Copyright or confidentiality statement. 10
https://en.wikipedia.org/wiki/List_of_public_corporations_by_market_capitalization
https://investor.google.com/earnings/2015/Q3_google_earnings.html
11. Top Acquisition Channels For Chicago Startups
Copyright or confidentiality statement. 11
24%
20%
8%8%
4%
4%
4%
4%
4%
4%
4%
4%
4%4%
Top Acquisition Channels
SEM
SEO
Word of Mouth
Partnerships
Social
Referral
PR
Outbound Sales
Other
Facebook
Email
Direct Traffic
12. Marketing Budget For Chicago Startups
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14. About me
• Elan Mosbacher
• Serial Startup Marketer: Head of marketing @ 3 venture funded startups
• VP of Marketing @ SpotHero (Three years from Seed, Series A to beyond Series B),
now VP of Strategy & Partnerships
• >$10 Million in SEM Management (3 FTE, countless consulting gigs)
• Kellogg MBA, B.S. in Finance & Entrepreneurship
• Techstars companies I’ve helped:
• Power2Switch - Consultant
• GiveForward - Consultant
• WhimseyBox – Consultant
• UrbanLeash - Mentor
• ConvertFlow – Mentor
• SpotHero – Full-Time Empoyee
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18. SEM’s Advantages
• Immediate traffic to your website
• Flexible budget
• Easy to scale
• Optimized for testing
• Measureable and data rich
• Full control over targeting & ad copy
• Capture existing demand resulting in relatively high ROI
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19. SEM/PPC 1st Digital Marketing Tactic
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20. EVERYTHING YOU NEED TO
KNOW ABOUT SEM IN 1 DECK . . .
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22. Let’s start with Keywords
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23. Keywords
• What Keywords Are You Customers Looking For?
• Google Keyword Planner
• Google Instant / Google Suggest
• Uber Suggest
• SpyFu / SEM Rush
• SKUs, or names of products and services you sell
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29. Keywords: Match Types
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Not
Relevant
Less
Targeted
More
Targeted
Negative Match: -games
Won’t show for: parking games
Broad Match: parking
Show: parking, best place to park
Broad Match Modifier: +chicago +parking
Show: chicago monthly parking, parking in chicago
Not: Evanston parking
Phrase Match: “chicago parking”
Show: chicago parking rates, best chicago parking
Not: Chicago cubs parking
Exact Match: [chicago parking]
Show: chicago parking
Not: chicago parking rates, loop parking, parking chicago
PRO TIP: When in doubt, use a more targeted keyword match type.
30. Tip: Focus on the long tail keywords
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31. Keyword Summary
• Brainstorm keywords
• Be sure to use the right match type
• Be sure to use negative keywords
• Group them into buckets of similar themes
• Brand
• Geo
• By product or service
• By stage of the funnel (e.g. ideas vs. compare vs. buy)
• Tip 1: Use the “search query” tool to find new exact match and new negative match terms
• Tip 2: This is an ongoing process. You do it regularly, not just once.
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32. Ads & Ad Groups
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33. Ads & Ad Groups
• Themes of keywords go in a bucket called an ad group
• On the front of the bucket, you’ll have an ad
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Adgroup
1
Adgroup
2
Adgroup
3
Brand Terms Product Terms Service Terms
34. Ads & Ad Groups
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35. Ads & Ad Groups
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36. Ads & Ad Groups
• Use the keywords in your ad
• Test at least two ad copy versions
• Headlines
• Descriptions
• Display URL
• Ad Extensions
• Make sure your keyword, ad and landing page offers match
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37. Quality Score & Bidding
• Bidding
• You set a max CPC you are willing to pay
• Google looks at CPC, CTR & Quality score to determine what you pay
• Better CTR means Google makes more money
• Better CTR means higher quality score
• Example: $1 x 1M or $1M x 1
• Quality Score:
• How relevant is your ad & landing page to the search term?
• How strong is the click-through rate relative to others?
• How good is the User Experience on the landing page?
• Relevant ads are better for the user and make Google more money
• Therefore, Google reward higher quality score accounts with lower CPC
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38. Quality Score & Bidding Tips
• Quality Score Tips:
• Tight buckets of keywords themes in adgroups
• Tailor ad copy to intend of search, include keyword
• Split test ads to boost click-through-rate (CTR)
• Build landing page to meet needs to search
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40. Accounts & Campaigns
• Campaigns are where you set budget, targeting & distribution
• Product line, geo, service type, etc
• You have have multiple per product, geo, or service
• When your accounts get big enough (100ks keywords), you may open multiple
accounts with one search engine under one MCC account
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41. Ways to Measure
SEM is about balancing costs and volume
• CPM = Cost Per 1000 impressions
• CPC = Cost Per Click
• CPL = Cost Per Lead
• CPA = Cost Per Action or Acquisition
• ROAS = Return on Ad Spend
• GM = Gross Margin
• CAC:LTV = Customer Acquisition Cost : Lifetime Value
• Payback = How many months until you break even?
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42. HOW TO NOT FAIL . . . Part 1
• Ask: Is SEM right for you?
• Target Audience (e.g. Not developers)
• Demand Capture > Demand Generation
• Budget? Competition? Profitability (e.g. eCommerce > social network)?
• Be sure your web analytics and conversion tracking are set up properly
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43. HOW TO NOT FAIL . . . Part 2
• Keywords: Avoid broad match, which is the Google default because it makes
them the most money
• Ad Groups: Get a granular as possible:
• 1 keyword : 2 a/b tested ads : 1 dedicated landing page
• Bidding: Bid on:
• Your brand terms
• Long tail terms
• Terms with purchase intent (e.g. rates, compare, vs., buy)
• The specific products you sell (e.g. SKU #)
• Focus on one thing at a time
• More volume (keywords)
• Better CTR (ads)
• Better conversion rates (landing pages)
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44. HOW TO NOT FAIL . . . Part 3
• Start small and grow slowly, or you can waste a lot of money
• Don’t: Set & forget! Forget to ask for help.
• Hack: Take your competitors’ email subject lines & run an exact
match display campaign…you’ll end of in your competitors’
customers gmail inboxes
• Get Adwords Editor! Makes life way easier
• Need help? For starters
• One-time audit > ongoing monthly retainer
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45. Here’s how to find me
Elan Mosbacher
elan@spothero.com
@mosbacher
773.888.ELAN
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46. Additional Resources
Terms to know:
SEM
SEO
PPC
CTR
CPM
Campaign
Ad Group
Ad Copy
Keyword
Exact
Phrase
Broad
Broad Modifier
Quality Score
Where to get started
Google Adwords Certification (To learn)
Google Adwords Account (To start)
Google Keyword Planner (To build)
Google Adwords Editor (To scale)
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Editor's Notes
If you plan to start a company, SEM is going to be a major investment
Google isi the 5th biggest publicly traded company in the USA
¾ of their revenue in Q3 was from SEM, or ads placed on Google.com
For most startups I’ve worked with, and perhaps Troy can speak to this as well, SEM is the biggest line item outside of headcount
If you plan to start a company, SEM is going to be a major investment
Google isi the 5th biggest publicly traded company in the USA
¾ of their revenue in Q3 was from SEM, or ads placed on Google.com
For most startups I’ve worked with, and perhaps Troy can speak to this as well, SEM is the biggest line item outside of headcount
What is the difference between SEM and SEO?
SEO stands for search engine optimization
Creating relevant & authoritative website for people looking to find information on Google and making sure it follows Google’s best practices
SEM stands for search engine marketing, also known as pay-per-click advertising
SEM is a form of pay-per-click (PPC) advertising that enables you to target consumers on a 1:1 basis for spefici search term