Szetela 25-3-08 Search Marketing Now Webcast


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David Szetela shares 10 secrets for optimizing pay-per-click campaigns.

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Szetela 25-3-08 Search Marketing Now Webcast

  1. 1. 10 Lessons Learned About Paid Search David Szetela, Clix Marketing Tuesday, March 25, 2008 1:00 PM EDT
  2. 2. Viewing Tips <ul><li>Turn Off Pop-Up Blockers </li></ul><ul><li>Technical difficulties? </li></ul><ul><ul><li>Use “Help” link or Q+A box </li></ul></ul><ul><li>Submitting questions to speaker </li></ul><ul><ul><li>Use “Ask a Question” box </li></ul></ul><ul><ul><li>Send questions at any time </li></ul></ul><ul><li>Webcast will be available on-demand </li></ul>
  3. 3. Marin Search Marketer <ul><li>Next-generation paid search management application </li></ul><ul><li>Designed by and for search experts </li></ul><ul><li>For advertisers > $50K/mo </li></ul><ul><li>Free 30-day trial; works with existing URLs </li></ul>
  4. 4. David Szetela <ul><li>Contributor to Search Engine Land </li></ul><ul><li>Founded PPC Ad Agency Clix Marketing in 2003, following a 25-year career in technology sales and marketing </li></ul><ul><li>Author of two lessons in SEMPO’s Advanced Search Advertising course </li></ul><ul><li>Frequent speaker at industry conferences such as Search Marketing Expo </li></ul>
  5. 5. 1. Mixed Search and Content Campaigns
  6. 6. 1. Mixed Search and Content Campaigns
  7. 7. 2. Believing Search Keywords = Content Keywords <ul><li>Keywords are not discrete entities </li></ul><ul><li>Keywords describe target sites – not your product/service </li></ul><ul><li>Keywords + Ad Text = one of 594 Themes </li></ul><ul><li>No more than 20-40 keywords per ad group </li></ul>
  8. 8. 2. Believing Search Keywords = Content Keywords (cont) <ul><li>Match types are irrelevant (except negative) </li></ul><ul><li>Individual keyword bids are irrelevant </li></ul><ul><li>Negative keywords are necessary </li></ul>
  9. 9. 3. Ignorance about Content Ad Sites <ul><li>Google Placement Performance Reports are vital </li></ul><ul><li>Show performance (clicks, conversions) by site where ads are served </li></ul><ul><li>Eliminate poorly-performing sites w/Site Exclusion Tool – now with Topic and Page Type exclusion </li></ul>
  10. 10. 4. Using Search Ads in Content Ad Groups <ul><li>Content ads need to stand out </li></ul><ul><li>Yell, don’t whisper </li></ul><ul><li>Be more competitive – e.g. free shipping </li></ul><ul><li>Strong, explicit calls to action </li></ul><ul><li>Test, test, test </li></ul>
  11. 11. 5. Neglecting Long Tail Keywords <ul><li>Common stems (e.g. best, online), plus: </li></ul><ul><li>False plurals – widget’s, widgets’ </li></ul><ul><li>Domains –, widgets com, ww widgets </li></ul><ul><li>Weird Delimiters - >, +, ‘ </li></ul><ul><li>Competitor terms and domains – Coyote Widgets, </li></ul>
  12. 12. 6. Gigantic Ad Groups <ul><li>Too many unrelated keywords </li></ul><ul><li>Often via abuse of keyword research tools </li></ul><ul><li>Objective: every keyword appears in the ad copy </li></ul>
  13. 13. 7. Writing Bad Search Ads <ul><li>Keyword in headline, then qualifier </li></ul><ul><li>Benefits work better than features </li></ul><ul><li>Tightly couple ad text with keywords and landing pages </li></ul><ul><li>Test everything, big and small – e.g. caps in display url </li></ul>
  14. 14. Keyword in Title Action Verb Winning at Billards Get the Must-read Secrets – Winning At Billiards. Sign Up for Daily Emails! Capitalized Words More Action at End Extra Words in Display URL 7a. Writing Great Ads
  15. 15. 8. Landing on Home Pages <ul><li>Assume every visitor suffers from ADD </li></ul><ul><li>You have just milliseconds to convince them “You’ve Come to the Right Place” </li></ul><ul><li>Repeat search terms on landing pages </li></ul>
  16. 16. Search Term: Gallery Wrapped Photo
  17. 17. Search Term: Wedding Photo
  18. 18. Search Term: Dog Portrait
  19. 19. 9. Complicated B2B Lead Forms <ul><li>Offer multiple contact options </li></ul><ul><li>Neat, clean contact form </li></ul><ul><li>Require the minimum info necessary </li></ul><ul><li>Apologetic error trapping </li></ul><ul><li>Autoresponder for immediate feedback </li></ul>
  20. 20. 10. Manual Bidding for Complex Campaigns Search as % of Marketing Spending Campaign Size / Complexity SEM management software Agency DIY / Excel 20K keywords $20K/mo 0% 50% 100% 1MM+ keywords; $1MM+/mo
  21. 21. David Szetela <ul><li>Email: [email_address] </li></ul><ul><li>Company Blog: /blog </li></ul><ul><li>Content Advertising Column: http:// = sew_experts/content_advert </li></ul>
  22. 22. Questions? <ul><li>Email us: </li></ul><ul><li>[email_address] </li></ul><ul><li>Thanks to today’s sponsor: </li></ul><ul><li> </li></ul><ul><li>Email Marin at </li></ul><ul><li>[email_address] </li></ul>