This document provides an overview of pay-per-click search marketing. It discusses understanding quality score, which is Google's perception of the relevance of ads and keywords. Higher quality scores lead to better ad performance. The document outlines factors that influence quality score, including ad copy, ad grouping, match types, negative and positive keywords, and landing pages. It provides examples and best practices for writing effective ad copy, tightly grouping keywords into themes, and using different match types strategically. The overall goal is to teach basic theories and strategies for improving paid search performance.

1. Pay-per-Click Search Marketing for Practitioners 1/22/2011

2. AgendaIntroduction to 360PartnersUnderstanding Quality ScoreFactors that improve Quality ScoreAd copyCreating ad groupsMatch typesNegative and positive keywordsLanding pagesConclusions2

3. About Jim McKinleyGrew up in St. Louis, MissouriGraduated with a BA in Business from Baylor UniversityMajor: MarketingGraduated in 1990MBA from the University of ChicagoSerial entrepreneur will skills in marketingCurrently co-founder and principal of 360PartnersPersonalMarried and have an 1-year old sonEnjoy running, playing basketball and traveling3

4. Online, direct response ad agencyDifferent from a traditional ad agency“We do marketing with Excel not Photoshop”Specializing in online marketingOrganic search, pay-per-click search marketing, and display advertisingFounders have over 10 years experience in online marketingOver 35 clients across the United StatesAcross a variety of industriesFounded in 200526 employees Located in Austin, TXAbout 360Partners4

5. 5360Partners has Clients that Span Across Many IndustriesOther clients range from start-ups to Fortune 500 companiesDeep Experience with Brands and eCommerceCurrently working with the Downloads group within Yahoo!

6. Credit card recommendation website

7. Manages online program for traditional not-for-profit universities

8. Partners include Northwestern, Boston University, University of Florida, etc.

9. Largest eyeglasses retailer on the internetQuestions for youWhat is your level of experience search engine marketing?What do you want to get out of today?6

10. Objectives For This CourseGoal is to teach you some basic theories and strategies about paid searchSome tactics but that is not the major focusWant you to understand the “why”Based on understanding the theories, you will be able to evaluate tactics and spot problemsNot going to try to teach you everything in four hoursPaid search is like chess – can quickly learn the rules, but it takes a long time to master7

11. AgendaIntroduction to 360PartnersUnderstanding Quality ScoreFactors that improve Quality ScoreAd copyCreating ad groupsMatch typesNegative and positive keywordsLanding pagesConclusions8

12. Original Search Engines Used a Straight Auction Model to Determine Ad Rank & Cost per Click9What issues could this cause?

13. A Few Really Expensive Terms Led Advertisers to Choose Cheaper, Unrelated Keywords10

14. Quality Score Is Foundational To PPC SuccessOne of Google’s big insights that have changed searchQuality score is Google’s perception of the relevance of your keyword and ad to the search queryThe higher your quality score, the better your account will perform11One key to being a successful search marketer is focusing on having a high quality score

15. Quality Score Impacts Three Aspects of Paid SearchDetermines if your keyword is eligible to be a part of the auction for a given search queryAffects how high your ad will rankHelps determine your actual cost-per-click12

17. Google Uses Both Maximum CPC Bid & Quality Score to Determine Ad Rank14

18. Google’s Quality Score is Calculated From 5 Primary FactorsThe historical click through rate (CTR) of the keyword and adThe historical CTR of the accountThe quality of the landing pageGoogle’s perception of the relevance of the keyword and ads in the ad groupGoogle’s perception of the relevance of the keyword and ad to the search query15Good search marketing focuses on the levers that improve these factors

19. We Are Going Into Details around Five Topics That Influence Quality ScoreAd copyAd groupingMatch typesNegative and positive keywordsLanding pages16

20. AgendaIntroduction to 360PartnersUnderstanding Quality ScoreFactors that improve Quality ScoreAd copyCreating ad groupsMatch typesNegative and positive keywordsLanding pagesConclusions17

21. Example: Which ad is more effective?18

22. Two Key Principals for Successful Pay-per-Click Search Engine MarketingAnswer the specific question searchers are askingRemove any barriers or “friction” that prevent searchers from taking the action you want them to take19

23. Answer the Question Searchers are Asking20… landing page answers the specific question using the searchers language.User enters a search query….… ad answers the specific question using the searchers language…“Men’s Prescription Eyeglasses”“Men’s Prescription Eyeglasses for sale”“Men’s Prescription Eyeglasses” page of the website

24. 21Best Practice Example – EyeBuyDirect.com

25. Key Success Factors in Writing Good Ad Copy Answer the question the user is askingUse the same language/wording as the searcherAddress features and benefits to the question the user is askingSet proper expectationsClients product or serviceWhat they will be seeing on the landing pageInclude a call to actionInstruct the user what you want them to do next22

26. 23Best Practice Example: Set Proper Expectations of What You Want User to Accomplish on Landing Page

27. 24Practice: What’s Wrong With These Ads?

28. 25Mistake #1: Not Using the Language of Your Searchers

29. 26Practice: What’s Wrong With This Search Query?

30. 27Mistake #2: Letting Competitors Give Searchers Information about Your Company

31. 28Practice: What is Wrong With This Scenario?

32. 29Mistake: Setting the Wrong Expectations in Your Ads

33. 30Practice: What is Wrong With This Scenario?

34. 31Mistake: Not Matching Your Landing Page with Your Ad’s Call to Action

35. Some Tactical Things to Consider When Writing Ad CopyDon’t try to filter users via ad copy There are exceptions to thisMake the ad easy to readCapitalize Every First Letter of Every Major WordExperiment with short benefits – Allows users to see moreExperiment dropping the www. From the URL stringExperiment with “bonus” text on GoogleLocationsRatingsGoogle checkout“URL Stuffing”Display URL does not have to be the actual URL of the siteCan experiment “stuffing” an additional feature or benefitNumbers and symbols are goodAttract attention – make you stand outSave 50%.... $100’s of savings. Save now – visit us!Preference (if applicable) end ad with an “!”32

36. Exercise: Create an Ad for Zappos.com33

37. Exercise: Create an Ad for Zappos.comCheap nike running shoesNike running shoe saleNike running shoes cheapNike shoes saleCheap nike shoesDiscount nike shoesNike running shoes salesDiscount nike running shoesClearance nike running shoesNike running shoes discountNike running shoes on sale34Nike running shoes for women

38. Nike running shoes reviews

39. Nike running shoes wide

40. Nike running shoes narrow

41. Running shoes nike

42. Nike running

43. Nike running shoe

44. Nike shoes sale

45. Nikemens running shoes

46. ………. + 15 other search terms….AgendaIntroduction to 360PartnersUnderstanding Quality ScoreFactors that improve Quality ScoreAd copyCreating ad groupsMatch typesNegative and positive keywordsLanding pagesConclusions35

47. Ad Groups are the “Hidden Art” in Paid SearchDone right, they can give you the platform to write brilliant ad creativesAllows you to easily track performance of very specific themes or conceptsDifficult to do correctlyExtremely monotonous and time consuming36

48. Tightly Themed Ad Groups Allow For Customized Ad Copy & Higher Click-Through Rates (CTR)360Partners Observations:Ad groups that are small and well structured perform bestTightly themed ad groups allow for customized ad copyExample Ad Group That is too broad37

49. 360Partners Recommends Spending Additional Time Formatting Your Ad Groups Into Tight Themes360Partners Best PracticeAd Groups should contain 10 – 15 keywords eachHigh volume terms should be separated into unique ad groupsThe more granular the ad group, the easier to manageImplications:Increased visibility into performanceHigher quality scores, lower costs, higher conversionsGreater ability to increase volume while maintaining cost efficiency38Ad GroupKeywordsOnline Medical BillingMedical Billing & CodingMedical Billing Services

50. AgendaIntroduction to 360PartnersUnderstanding Quality ScoreFactors that improve Quality ScoreAd copyCreating ad groupsMatch typesNegative and positive keywordsLanding pagesConclusions39

51. Google Utilizes Three Primary Match Types for Keywords40*Note* Google is experimenting with other variations of match types but these are the basics

52. Example: “Tennis Shoe”41

53. Discussion: In What Circumstances Would You Use the Different Match TypesExactPhraseBroad42

54. Many “Lazy” Search Marketers Overly Rely on Phrase and Broad Match360Partners ObservationsEasy to set up a few keywords and “let Google do the rest”Cast a very wide netQuestionWhat are the disadvantages of this strategy?Example Analysis of Spend by Match Type43

55. Three Major Negative Implications of an Over Reliance of Broad & Phrase MatchGoogle limits the number of impressions you will receive for a specific search queryExample: if you have “running shoes” set to broad match you may only get 30% of the impressions on “Nike running shoes”Has a negative impact on quality scoreAds by definition are less targeted (have lower click through rates)Google perceives a lower degree of relevanceGoogle rewards those that do the workDifficult to track the efficacy of specific search queriesI.e. if you broad match “tennis shoes” and are matched to 1,000 different variations, which one is performing? Not performing?44

56. 360Partners Recommends Most of Your Spend to be Used on Exact MatchIdeal is75% of spend (long term) is on exact matchMay have to use more broad and phrase when you get startedUse broad and phrase match to catch misspellings, and as a “farm system”45

57. AgendaIntroduction to 360PartnersUnderstanding Quality ScoreFactors that improve Quality ScoreAd copyCreating ad groupsMatch typesNegative and positive keywordsLanding pagesConclusions46

58. Search Engines Do Not Always Successfully Match Search Queries With Keywords When Using Phrase and Broad Match47Why is this bad?

59. Being Matched to the Wrong Search Query Can Hurt PerformanceDrive up costsGetting 100’s or 1,000’s of clicks from non-relevant search queries can destroy your budget and returnsThe story of the $20,000 Google penNegatively Impact your quality scoreClick through rateGoogle’s perception of the relevance of your adsGoogle’s perception of the quality of your landing page48

60. 360Partners Recommends Seeking to Block Two Types of Search QueriesHigh spend, low results search queriesTerms that are generating a lot of clicks but very few actions or revenue on your websiteHigh impressions, low click through rateImpressions are not costing you money because no one is clicking on your adHowever, these terms are lowering the click through rate on your account and thus, lowering your quality score49

61. Google Allows Search Marketers to Block Search Queries Using Negative Keywords50

62. Example: How Negative Matching Types Work51Source: www.ppchero.com

63. 360Partners Also Recommends Adding Performing Terms Into Your Exact Match CampaignsTerms that are producing results or appear to be highly relevantAdd them to existing ad groups or create new onesExcellent way to improve quality score and performance over time52

64. Example: Search Query Report53

65. AgendaIntroduction to 360PartnersUnderstanding Quality ScoreFactors that improve Quality ScoreAd copyCreating ad groupsMatch typesNegative and positive keywordsLanding pagesConclusions54

66. Discussion:How do landing pages impact the performance of your campaign?55

67. Principles for Good Landing Page DesignSkim-able and Scan-ableImportant elements above the foldGuide the eye to the point of actionLimited exit points (i.e. hyperlinks)Attention-grabbing headline that answers the question “WIIFM” (What’s in it for me?)Clear call to actionClear value proposition (What value do you offer, what makes you better than your competitors?)Benefit-oriented language (Focus on benefits for the consumer, “We” versus “You”)High-quality, relevant images (users often engage best with faces)Prominent button with a clear call to action (avoid “submit”)Privacy and security assurancesMatch the language on the page to the search query56

68. Example of a Quality Landing Page57Repeats the search queryCall to action“What’s In It For Me”Minimal number of fieldsVideo, form and button all appear above the foldProminent buttonPage is simple, uncluttered, & easy to digest

69. Bad Example #1: The Overly-Long Form58Itty, bitty text at the top says nothing about the service. Why should I fill all of this out?Call to action is tinyOnly 4 fields are required – why so many extra fields?How do I submit this thing? Oh, there’s the button!

70. Bad Example #2: Word Glut59Very text heavy. Who wants to read all this? Summarize it in a few points.“Learn More” button blends in too muchWhat are you supposed to do on this page? Should you click here, or here, or here?With a simpler design, a call to action, and a prominent “Learn More” button, the course of action would be clearer

71. Bad Example #3: Too Many Options on the Page60Page is filled with links: upper navigation links, middle of the page links, right side navigation links. Where do you start?Download button gets lost, even though it is brightly colored and animated

72. Bad Example #4: What’s the Benefit? 61This had nothing to do with their business. What do they do exactly?This a very generic description of the service. What makes it distinct? What unique benefits does it offer?Besides phone number, there is nothing to do on this page. Users will probably exit. They need something to interact with.

73. Bad Example #5: Homepage is the Landing Page 62User must navigate through huge list on the homepage to find their category. Why not direct them to a specific page?

74. AgendaIntroduction to 360PartnersUnderstanding Quality ScoreFactors that improve Quality ScoreAd copyCreating ad groupsMatch typesNegative and positive keywordsLanding pagesConclusions63

75. SummaryQuality score is one of the foundational elements of good search engine marketingActivities and tactics should focus on increasing quality scoreAd copy that matches user intentTightly themed ad groupsMatch type strategy that allows for successAdding positive and negative keywords Optimizing landing pages for high conversion rates64Questions?