Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
PPC Campaigns for SMB <ul><li>Tim Mayer </li></ul>
Tim’s Experience Natural Search SEO & PPC PPC
Search Page Click Thru Rates PPC  ~12% SEO  ~50-60% OneBox  3-25%
Challenges in SMB Campaigns <ul><li>Small budget </li></ul><ul><li>Small data sets </li></ul><ul><li>Cannot programmatical...
So what do we do?
Best Practice: Consistency
Consistent Messaging
Ad Diversity Can Work Too!
Focused Ad Groups
Long Tail Keywords
Dynamic Keyword Insertion (DKI) <ul><li>Advantages: </li></ul><ul><li>Improves Click Through Rate </li></ul><ul><li>Improv...
Implementing DKI DKI Syntax: {KeyWord: Default Text}
Match Types Broad Match Modified Broad Match Phrase Match Exact Match Control Impressions Source: Brad Geddes, Certified K...
Negative Keywords <ul><li>Reduce cost by lowering the # of unproductive clicks </li></ul><ul><li>Improve CTR and Quality S...
DAYPARTING
Call Tracking
Ad Extensions
Landing Page Optimization ✔ ☓
Landing Page Optimization Tools <ul><li>Landing Page Creation </li></ul><ul><li>Unbounce </li></ul><ul><li>Omniture Test &...
How do we know if it is Working? For SMBs a lot comes down to anecdotal feeling
<ul><li>@timmayer </li></ul><ul><li>[email_address] </li></ul>Thanks!
Upcoming SlideShare
Loading in …5
×

Making Paid Search Campaigns Successful for SMBs

476 views

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

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!

×