1. 35 PAID
SEARCH
OPTIMIZATION
TECHNIQUES
PRESENTED
BY
ZACH
MORRISON
VICE
PRESIDENT
OF
ELITE
SEM

2. ABOUT Vice
President
&
Director
of
SEM
ZACH
Adjunct
Professor
at
NYU
Teaching
Courses
on
SEM,
Internet
Marke6ng
&
SEO
Google
&
MSN
Cer>fied
Professional

3. 35 OPTIMIZATION
TECHNIQUES
SEGMENT,
SEGMENT,
SEGMENT!
01 Don’t
target
desktops,
mobile
devices,
&
tablets
in
the
same
campaign
–
SEPARATE
THEM!
X All
available
devices
Let
me
choose...

4. 35 OPTIMIZATION
TECHNIQUES
SEGMENT,
SEGMENT,
SEGMENT!
02 CREATE
SEPARATE
CAMPAIGNS
FOR
BROAD
&
EXACT
MATCH
KEYWORDS
–
OKen
Lmes,
you
will
find
exact
match
keywords
perform
beSer,
so
you
want
to
have
the
opLon
to
limit
the
money
spent
on
broad
match
keywords
and
allocate
as
much
as
possible
to
exact
match.
BUDGET COST
/
CONV.
(many-­‐per-­‐click)
$19,845.00/day $29.11
T-­‐SHIRTS
:
EXACT
MATCH $400.00/day $2.43
SWEATSHIRTS
:
EXACT
MATCH $400.00/day $1.88
T-­‐SHIRTS
:
BROAD
MATCH $20.00/day $37.69
SWEATSHIRTS
:
BROAD
MATCH $20.00/day $27.73

5. 35 OPTIMIZATION
TECHNIQUES
SEGMENT,
SEGMENT,
SEGMENT!
03 USE
GOOGLE
ADWORDS
SEGMENTING
TOOL
to
analyze
performance
of
Google
Search
vs.
Search
Partners.
Segment

6. 35 OPTIMIZATION
TECHNIQUES
SEGMENT,
SEGMENT,
SEGMENT!
04 If
opted
into
the
Google
Display
Network,
MAKE
SURE
IT
IS
ALSO
IN
IT’S
OWN
CAMPAIGN
AS
PERFORMANCE
WILL
VARY
FROM
SEARCH!
CAMPAIGN BUDGET COST
PER
CONVERSION
T-­‐SHIRTS
:
SEARCH $100.00 $5.00
T-­‐SHIRTS
:
DISPLAY $50.00 $15.00

7. 35 OPTIMIZATION
TECHNIQUES
USE
THE
DIMENSIONS
TAB
05 CONDUCT
DAY
OF
WEEK
ANALYSIS.
You
might
find
that
your
ads
perform
beSer
during
certain
days
&
Lmes,
so
you
will
want
to
be
more
aggressive
during
those
Lmes.
Conversely,
you
may
idenLfy
Lmes
in
which
your
ads
do
not
perform
well
at
all,
and
may
want
to
consider
turning
them
off
during
those
Lmes!
Sunday $31.72
Saturday $31.65

8. 35 OPTIMIZATION
TECHNIQUES
USE
THE
DIMENSIONS
TAB
06 CONDUCT
TIME
OF
DAY
ANALYSIS.
0 $69.11
1 $81.15
2 $59.10
3 $60.34
4 $46.68
5 $49.27
6 $45.43
7 $43.34
8 $46.02

9. 35 OPTIMIZATION
TECHNIQUES
USE
THE
DIMENSIONS
TAB
07 DO
GEOGRAPHIC
LOCATION
ANALYSIS

10. 35 OPTIMIZATION
TECHNIQUES
RUN
SEARCH
QUERY
REPORTS
08 FIND/ADD
BROAD
MATCH
NEGATIVE
KEYWORDS
-­‐Keyword
09 FIND/ADD
EXACT
MATCH
NEGATIVE
KEYWORDS
—[Keyword]
10 FIND/ADD
PHRASE
MATCH
NEGATIVE
KEYWORDS
-­‐”Keyword”

11. 35 OPTIMIZATION
TECHNIQUES
RUN
SEARCH
QUERY
REPORTS
11 LOOK
FOR
WAYS
TO
EXPAND
KEYWORDS
WITHIN
EXISTING
AD
GROUPS.
12 LOOK
FOR
NEW
AD
GROUP
THEMES
&
IDEAS. NEW
AD
GROUP
T-­‐SHIRTS LONG
SLEEVE
T-­‐SHIRTS
T-­‐shirts Long
sleeve
T-­‐shirts
Buy
T-­‐shirts Long
sleeved
T-­‐shirts
White
T-­‐shirts T-­‐shirts
long-­‐sleeve
Order
T-­‐shirts White
long
sleeve
shirt
NEW
KEYWORDS Discount
T-­‐shirts Long
sleeve
shirt
Plain
T-­‐shirts

12. 35 OPTIMIZATION
TECHNIQUES
UTILIZE
AD
EXTENSIONS!
13 IMPLEMENT
CALL
EXTENSIONS
14 IMPLEMENT
SITELINKS
15 ADD
PRODUCT
EXTENSIONS
16 ADD
LOCATION
EXTENSIONS
17
NEW
ADD
SOCIAL
EXTENSIONS

13. 35 OPTIMIZATION
TECHNIQUES
TEST
NEW
FEATURES,
TOOLS,
&
USE
OUTSIDE-­‐THE-­‐BOX
STRATEGIES
18 TEST
BROAD
MATCH
MODIFIER
FOR
BRANDED
CAMPAIGNS
19 TRY
BIDDING
ON
COMPETITOR
BRAND
NAMES
AS
KEYWORDS.
(SEPARATE
CAMPAIGN)
20 UTILIZE
GOOGLE
ADWORDS
EDITOR
FOR
BULK
CHANGES,
OPTIMIZATIONS,
AND
NEW
CAMPAIGN
LAUNCHES.
21 ADD
TYPOS
OF
MAIN,
HIGH-­‐TRAFFIC
TERMS
USING
A
TYPO
TOOL:
hSp://tools.seobook.com/spelling/keywords-­‐typos.cgi

14. 35 OPTIMIZATION
TECHNIQUES
IMPROVE
REMARKETING
EFFORTS
22 CREATE
AUDIENCE
OF
SITE
VISITORS
THAT
HAVE
ALREADY
CONVERTED,
AND
EXCLUDE
THEM
FROM
YOUR
REMARKETING
AUDIENCE
23 SET
IMPRESSION
CAP
TO
AVOID
OVERSATURATING
PROSPECTS
24 FURTHER
SEGMENT
EXISTING
AUDIENCES

15. 35 OPTIMIZATION
TECHNIQUES
ENHANCE
AD
COPY
25 A|B
TEST
AD
COPY
26 INCLUDE
KEYWORD
IN
DISPLAY
URL
27 ENSURE
ALL
ADS
ARE
USING
CALL-­‐TO-­‐ACTION
PHRASES
28 USE
TRADEMARK
SYMBOLS
®
™
TO
ESTABLISH
CREDIBILITY
ON
BRANDED
TERMS

16. 35 OPTIMIZATION
TECHNIQUES
ENHANCE
AD
COPY
29 CAPITALIZE
THE
FIRST
LETTER
OF
EACH
WORD
30 USE
EXCLAMATION
POINTS!
31 CREATE
CUSTOM
LANDING
PAGES
FOR
HIGH-­‐TRAFFIC
TERMS
32 ADVERTISE
PRICE
IN
AD
TEXT

17. 35 OPTIMIZATION
TECHNIQUES
OPTIMIZE
GOOGLE
DISPLAY
NETWORK
33 RUN
PLACEMENT
PERFORMANCE
REPORTS
TO
IDENTIFY
AND
EXCLUDE
YOUR
ADS
FROM
SHOWING
ON
POOR-­‐PERFORMING
AND
IRRELEVANT
SITES
IN
THE
GDN.
34 ADD
NEGATIVE
KEYWORDS
TO
DISPLAY
CAMPAIGNS
IF
YOU
NOTICE
GOOGLE
SHOWING
YOUR
ADS
ON
GROUPS
OF
IRRELEVANT
SITES
WITH
THE
SAME
THEME
35 AD
GROUPS
SHOULD
BE
GRANULAR
AND
CONTAIN
NO
MORE
THAN
6
–
8
KEYWORDS
EACH

18. 35 OPTIMIZATION
TECHNIQUES
ALL
35
OPTIMIZATION
TECHNIQUES
01
Don’t
target
desktops,
mobile
devices,
&
12
Look
for
new
ad
group
themes
&
ideas. 25
A|B
test
ad
copy.
tablets
in
the
same
campaign
–
separate
13
Implement
Site
Links. 26
Include
keyword
in
Display
URL.
them!
14
Implement
Call
Extensions. 27
Ensure
all
ads
are
using
call-­‐to-­‐acLon
02
Create
separate
campaigns
for
broad
&
phrases.
exact
match
keywords.
OKen
Lmes,
you
will
15
Add
Product
Extensions.
find
exact
match
keywords
perform
beSer,
16
Add
LocaLon
Extensions. 28
Use
trademark
symbols
®
™
to
establish
so
you
want
to
have
the
opLon
to
limit
the
credibility
on
branded
terms.
17
NEW
–
Add
Social
Extensions.
money
spent
on
broad
match
keywords
and
29
Capitalize
The
First
LeSer
Of
Each
Word.
allocate
as
much
as
possible
to
exact
match. 18
Test
Broad
Match
Modifier
for
branded
campaigns. 30
Use
exclamaLon
points!
03
Use
Google
AdWords
segmenLng
tool
to
19
Try
bidding
on
compeLtor
brand
names
as
31
Create
custom
landing
pages
for
high-­‐
analyze
performance
of
Google
Search
vs.
keywords.
(Separate
campaign). traffic
terms.
Search
Partners.
20
ULlize
Google
AdWords
Editor
for
bulk
32
Run
Placement
Performance
Reports
to
04
If
opted
into
the
Google
Display
Network,
changes,
opLmizaLons,
and
new
campaign
idenLfy
and
exclude
your
ads
from
make
sure
it
is
also
in
it’s
own
campaign
as
launches. showing
on
poor-­‐performing
and
performance
will
vary
from
search! irrelevant
sites
in
the
GDN.
05
Conduct
Day
of
Week
Analysis. 21
Add
typos
of
main,
high-­‐traffic
terms
using
a
typo
tool:
hSp://tools.seobook.com/spelling/ 33
AdverLse
price
in
ad
text.
06
Conduct
Time
of
Day
Analysis. keywords-­‐typos.cgi 34
Add
negaLve
keywords
to
display
07
Conduct
Geographic
Analysis. campaigns
if
you
noLce
Google
showing
22
Create
audience
of
site
visitors
that
have
08
Find/Add
broad
match
negaLve
keywords. already
converted,
and
exclude
them
from
your
ads
on
groups
of
irrelevant
sites
your
remarkeLng
audience. with
the
same
theme..
09
Find/Add
exact
match
negaLve
keywords.
23
Set
Impression
Cap
to
avoid
oversaturaLng
35
Ad
groups
should
be
granular
and
contain
10
Find/Add
phrase
match
negaLve
keywords. no
more
than
6
–
8
keywords
each.
prospects.
11
Look
for
ways
to
expand
keywords
within
exisLng
ad
groups. 24
Further
segment
exisLng
audiences.

19. THANK
YOU
zach@elitesem.com
T
212
863.9699