WordCamp Phoenix 2012 Google Adwords PPC Keyword & Campaign Strategy

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Scott Yacko and Jonathan Kressaty's presentation on PPC Keyword & Campaign strategies using Google Adwords at WordCamp Phoenix 2012.

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WordCamp Phoenix 2012 Google Adwords PPC Keyword & Campaign Strategy

  1. 1. DRIVING CONVERSIONS WITH PAID SEARCH Scott Yacko & Jonathan Kressaty WordCamp Phoenix 2012 1
  2. 2. WHAT IS PPC ADVERTISING?_ PPC stands for “Pay-Per-Click”_ PPC is an online advertising model where advertisers pay only when an ad is clicked 2
  3. 3. WHY USE PPC?_ Instant first page placement_ You only advertise to people who are looking for what you have right now_ You only pay when they respond - when they click through to your site_ Pricing is determined by an ongoing, real-time auction based on true market values 3
  4. 4. MAJOR PPC NETWORKS Google Microsoft Facebook Adwords AdCenter 4
  5. 5. WHAT IS GOOGLE ADWORDS?_ Adwords is a platform Includes: that allows advertisers _ Tesco _ Ask.com _ AOL to display ads in search _ BT _ Virgin Net Search results or web content _ NTL World Partners Google on a CPC or CPM basis Properties Content_ Adwords is for Publishers Includes: _ Google _ Google Advertisers, Adsense is Includes: _ New York Product Search _ Gmail Times Online _ YouTube for Publishers _ NTL _ Daily Mail _ Virgin 5
  6. 6. GOOGLE AD NETWORKS Search Display Video AdsNetwork Network Display Ad Search Ad (Image Ad) Video Ad (YouTube) 6
  7. 7. ANATOMY OF A SEARCH RESULTS PAGE Search Query Paid Search Results OrganicSearch Results(Ranking determined by “relevance”) 7
  8. 8. SEARCH CAMPAIGNSTRUCTURE Geographic Targeting Language Targeting Campaign } Daily Budget Device Targeting Day Partitioning Ad Group Ad Group Ad Group Text Ads Text Ads Keywords Keywords } 3 Critical Components of an Adwords Campaign KW Bids KW Bids 8
  9. 9. CAMPAIGN SETUP 9
  10. 10. CREATING AN AD GROUP Create Ads Enter Keywords 10
  11. 11. GREAT AD GROUPS STARTWITH KEYWORDS_ Identify your ideal prospect_ Do thorough keyword research_ Look at your competition_ Use proper match types_ Use negative keywords_ Keep ad groups “tightly targeted” 11
  12. 12. GETTING STARTEDWITH KEYWORDS_ Think of your ideal prospect (very specific)_ Ex: “My ideal prospect is someone who has a large collection of CDs, recently purchased an MP3 player, and wants someone else to convert the CDs to MP3 for them.”_ Write down a list of 10 keywords such that you believe one in three people searching for each term would be your ideal prospect 12
  13. 13. BUILDING A KEYWORD LISTGoogle Adwords > Reporting & Tools > Keyword Tool Relative Search Competition Volume 13
  14. 14. BUILDING A KEYWORD LISTGoogle Adwords > Reporting & Tools > Keyword Tool 14
  15. 15. BUILDING A KEYWORD LISTGoogle Adwords > Reporting & Tools > Traffic Estimator Enter Keywords Enter a Max CPC and budget Set Geo & Language Targeting Estimated Daily Cost 15
  16. 16. KEYWORDMATCHING OPTIONSMatch Type: Shows For Queries: BROAD MATCH Red Shoes, Red, Shoes, Ex. Red Shoes Green Shoes, Red Rocks PHRASE MATCH Red Shoes, Nike Red Shoes, Ex. “Red Shoes” Buy Red Shoes EXACT MATCH Red Shoes Ex. [Red Shoes]Use Phrase and Exact Match to Improve CTR & ROI 16
  17. 17. USING NEGATIVE KEYWORDS Negative Matches: software, burner 17
  18. 18. NEGATIVE MATCH KEYWORDSAd Group > Keywords > See Search Terms Negative Matches: hardware, vortexbox 18
  19. 19. KEYWORD LISTBUILDING STRATEGY_ Start with a small list of 10-20 keywords that fit your ideal prospect_ Use only “Phrase” and [Exact] match_ Monitor your actual search terms_ Add -Negative keywords where appropriate_ Add additional [Exact] match keywords where appropriate_ Repeat, Repeat, Repeat... 19
  20. 20. KEEP AD GROUPSTIGHTLY TARGETED WHY? 20
  21. 21. GOOGLE QUALITY SCORE Landing Page Quality Score (X/10) Ad +CTR Text Keyword 21
  22. 22. SEARCH AD RANKAd Rank = Quality Score x Bid 1 4 2 5 3 6 7 8 22
  23. 23. SEARCH AD RANKAd Rank = Quality Score x Bid ADVERTISER A ADVERTISER B ADVERTISER C Bid = $0.75 Bid = $0.50 Bid = $1.00 QS = 7 QS = 10 QS = 4 AR = 0.75 x 7 AR = 0.50 x 10 AR = 1.00 x 4 AR = 5.25 AR = 5.00 AR = 4.00 POSITION #1 POSITION #2 POSITION #3 23
  24. 24. HOW MUCH WILL I PAY? Ranking Score of Position Below Actual Cost = + $0.01 Quality Score of Your AdADVERTISER A ADVERTISER B ADVERTISER CBid = $0.75 Bid = $0.50 Bid = $1.00QS = 7 QS = 10 QS = 4AR = 0.75 x 7 AR = 0.50 x 10 AR = 1.00 x 4AR = 5.25 AR = 5.00 AR = 4.00 POSITION #1 POSITION #2 POSITION #3 (5.00/7)+0.01 (4.00/10-)+0.01 (2.50/4-)+0.01 CPC = 0.72 CPC = 0.41 CPC = 0.64 24
  25. 25. HOW DO I ACHIEVE A HIGH QS?_ Keep Ad Groups Small and Targeted_ Write Targeted Ads_ Landing Page Relevance 25
  26. 26. WHAT IF ADVERTISER ARAISES ITS QS TO 10?BASELINE OPTIMIZEDBid = $0.75 Bid = $0.75QS = 7 QS = 10AR = 0.75 x 7 AR = 0.75 x 10AR = 5.25 AR = 7.50 VS. POSITION #1 POSITION #1 A 29.2% (5.00/7)+0.01 (5.00/10)+0.01 Reduction in Cost! CPC = 0.72 CPC = 0.51 26
  27. 27. WRITING TARGETED ADS_ Include keywords in the ad text_ Include a differentiator_ Include a call to action (if appropriate)_ Choose the right landing page 27
  28. 28. USE YOUR KEYWORDS IN YOUR ADS Search Terms are bolded in ads Include adifferentiator 28
  29. 29. CHOOSE THE RIGHTLANDING PAGE_ Home Page or Deep Linking?_ As a general rule, the fewest clicks to achieve a conversion is best. 29
  30. 30. EXAMPLESearch Term: Hedge Trimmer 30
  31. 31. EXAMPLESearch Term: Hedge Trimmer 31
  32. 32. KEYWORD BIDDING STRATEGY_ Know what a visitor to your site is worth_ Calculate your break-even_ Set a target ROI for your advertising 32
  33. 33. WHAT IS A VISITOR WORTH?_ Average Sale Revenue = $150_ My Costs (Materials, Labor, Shipping) = $100_ Average Margin = $50 per sale_ Website Conversion Rate = 2%_ Each visitor is worth $50 x 0.02 = $1.00 (This is your break-even) 33
  34. 34. CALCULATING YOUR MAX CPC_ Each visitor is worth $50 x 0.02 = $1.00_ I want to make 30% ROI on my advertising $_ My Max CPC should be $1 x (100% - 30%)_ Max Bid = $0.70TIP: Bid $0.02 above round numbers (Max Bid = $0.72) 34
  35. 35. CAMPAIGN OPTIMIZATION IMPRESSIONS Add Keywords to get more impressions CTR Optimize your ads to get more clicks CLICKS _ Improve Quality Score (Site Visits) _ Split Test Ad Copy _ Adjust Keyword Bids _ Utilize Position Prefs CR Optimize your landing page to get more conversions _ Split Test Landing Page Copy _ Improve Call to Action _ Experiment with Deep Linking CONVERSIONS _ Look at Bounce Rates _ Look at Cart Abandonment (Sales/Leads) 35
  36. 36. QUESTIONS? Scott Yacko - scott@vuurr.com - @scottmyacko Jonathan Kressaty - jonathan@vuurr.com - @kressaty 36

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