Making Paid Search Campaigns Successful for SMBs


Published on

Given at Pubcon Vegas 11/8/11 by Tim Mayer

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Highest indication of click is to have the query term in the scan line down the left side of the search page Consistency requires creating the ad copy that is very specific to your keywords and not being lazy and using same ads for lots of keywords and ad groups
  • Having the same messaging on the landing page is essential as affirmation that the user has gotten to a page that is the solution to their problem. Having the phone number, trust, limited time offers is also a win!
  • Ad diversity can also work. This is an example of a product popular in vegas clubs “spirithoods”. This campaign successfuly uses ad diversity- ads that stick out from the crowd and appeal to the target segment. So many ads look the same these days and this can help your ads stick out and get good clicks and conversions
  • Create focused ad copy and ensure that keywords match. Create a highly targeted ad and then create keywords and if the highly targeted ad matches the copy then include it in the adgroup otherwise create another ad group with another highly targeted ad. It is better to have more adgroups with less keywords than a few adgroups with tons of keywords in them.
  • Search market is has been around for a long time but it does not have the symptoms of a mature market in the technical definition. When you get out in the tail- the terms are cheaper and convert better. This is where the opportunity is for SMBS. It is important to star with the head terms as that is where all the volume is but you can get cheaper and higher converting traffic by going to the tail- local terms and terms very specific to the business.
  • Also use match types to
  • Making Paid Search Campaigns Successful for SMBs

    1. 1. PPC Campaigns for SMB <ul><li>Tim Mayer </li></ul>
    2. 2. Tim’s Experience Natural Search SEO & PPC PPC
    3. 3. Search Page Click Thru Rates PPC ~12% SEO ~50-60% OneBox 3-25%
    4. 4. Challenges in SMB Campaigns <ul><li>Small budget </li></ul><ul><li>Small data sets </li></ul><ul><li>Cannot programmatically optimize campaigns </li></ul><ul><li>Hard to track ROAS - Many conversions from phone </li></ul><ul><li>Paid Search often not the primary role of the optimizer... </li></ul>
    5. 5. So what do we do?
    6. 6. Best Practice: Consistency
    7. 7. Consistent Messaging
    8. 8. Ad Diversity Can Work Too!
    9. 9. Focused Ad Groups
    10. 10. Long Tail Keywords
    11. 11. Dynamic Keyword Insertion (DKI) <ul><li>Advantages: </li></ul><ul><li>Improves Click Through Rate </li></ul><ul><li>Improves Quality Score </li></ul><ul><li>Improves Ad Relevance </li></ul><ul><li>Disadvantages: </li></ul><ul><li>Lowers control over ads </li></ul><ul><li>Lowers conversion rate </li></ul>
    12. 12. Implementing DKI DKI Syntax: {KeyWord: Default Text}
    13. 13. Match Types Broad Match Modified Broad Match Phrase Match Exact Match Control Impressions Source: Brad Geddes, Certified Knowledge
    14. 14. Negative Keywords <ul><li>Reduce cost by lowering the # of unproductive clicks </li></ul><ul><li>Improve CTR and Quality Score- Reduce Impressions </li></ul><ul><li>Better overall campaign performance </li></ul>
    15. 15. DAYPARTING
    16. 16. Call Tracking
    17. 17. Ad Extensions
    18. 18. Landing Page Optimization ✔ ☓
    19. 19. Landing Page Optimization Tools <ul><li>Landing Page Creation </li></ul><ul><li>Unbounce </li></ul><ul><li>Omniture Test & Target </li></ul><ul><li>Ion Interactive- Live Ball </li></ul><ul><li>A/B Testing </li></ul><ul><li>Optimizely </li></ul><ul><li>Google Web Site Optimizer </li></ul><ul><li>Visual Web Site Optimizer </li></ul><ul><li>Heat Maps/Eye Tracking </li></ul><ul><li>Crazy Egg </li></ul>
    20. 20. How do we know if it is Working? For SMBs a lot comes down to anecdotal feeling
    21. 21. <ul><li>@timmayer </li></ul><ul><li>[email_address] </li></ul>Thanks!