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Xbiz summer 08 SEM Workshop


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Google AdWords for Adult content presented by Wildline! and iSearch Media

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Xbiz summer 08 SEM Workshop

  1. 1. Search Engine Marketing for Adults Everything You Wanted to Know About Google but Were Afraid to Ask Xbiz Summer Forum ‘08 Wednesday, July 9
  2. 2. <ul><li>AGENDA </li></ul>1 2 3 Search Engine Marketing Google AdWords Questions
  3. 3. Our perspective PPC advertising for the Adult Industry is very doable and can be extremely lucrative – if done correctly.
  4. 4. <ul><li>Search brings uniquely qualified visitors to your website </li></ul><ul><li>Quantifiable ROI in real time </li></ul><ul><li>Dynamic CPC model offers competitive advantage opportunity </li></ul><ul><li>Depth of analytics and reporting provides nearly limitless consumer insight </li></ul><ul><li>Huge demand for Adult Content – 12% of queries are adult </li></ul>Search is a powerful traffic source
  5. 5. <ul><li>Top tier search engines serve over 10 billion US queries a month </li></ul><ul><li>1.2 billion Adult queries </li></ul><ul><li>720 million from Google </li></ul>Where people are searching * Source: 4.7% Ask 4.8% AOL 9.1% MSN 20.4% Yahoo! 61.0% Google Market Share Search Engine
  6. 6. 8 Keys to Success for Adult advertising on Google 1. Build your account the right way 2. Optimize for Quality Score 3. Make sure your ad creative stands out 4. Avoid the content network 5. Pay attention to negatives 6. Become an expert on Google editorial 7. Always make data supported decisions 8. Don’t piss off Google Adult PPC on AdWords
  7. 7. <ul><li>10 – 100 campaigns </li></ul><ul><li>5,000 – 25,000 ad groups </li></ul><ul><li>50,000 – 250,000 keywords </li></ul><ul><li>5,000 – 20,000 negative keywords </li></ul><ul><li>3 – 4 unique ads per ad group </li></ul><ul><li>Geo-targeted by country, state, metro area, city, and/or custom geo radius </li></ul>1. Build your account the right way Our average Adult account: * Tip: Use the Google AdWords Editor
  8. 8. <ul><li>On AdWords, Quality Score is EVERYTHING </li></ul><ul><li>You need a sufficient volume of highly targeted clicks to be successful in Adult </li></ul><ul><li>To advertise at a profitable ROI, you need to get clicks very cheap - $0.05 - $0.20 on average </li></ul><ul><li>If you have poor Quality Scores, you can’t get the click volume or click cost you need </li></ul><ul><li>Higher Quality Score  ↑ pg. position; ↓ cost per click </li></ul>2. Optimize for Quality Score * Tip: see your Quality Scores by customizing columns in the AdWords UI
  9. 9. 2. Optimize for Quality Score Campaign: Big Naturals
  10. 10. 2. Optimize for Quality Score Ad Group: Big Natural Boobs Ad Group: Big Natural Tits
  11. 11. Typical AdWords Ad Our Ads * Tip: try using your brand name as your ad headline 3. Make sure your ad creative stands out
  12. 12. 4. Avoid the Content Network * Tip: branded campaigns are the only possible Content Network candidates <ul><li>Content Network = sites monetized through Google AdSense – displaying AdWords ads relevant to page content </li></ul><ul><li>Almost no content sites are able to show Adult ads </li></ul><ul><li>Only exception: AdSense for Domains </li></ul><ul><li>Depends solely on type-in traffic </li></ul><ul><li>Doesn’t convert well on Adult </li></ul>
  13. 13. 5. Pay attention to negatives * Tip: make sure to negative out all the other sites within your network of sites <ul><li>Negative keyword = added to prevent your ads from being triggered by certain variations of your keywords </li></ul><ul><li>Zero negative keywords  showing your ads to many people who are looking for something different  budget being wasted </li></ul><ul><li>Every AdWords campaign should hold no fewer than 100 negative keywords </li></ul><ul><li>The Search Query report can be a valuable tool for identifying negatives </li></ul>
  14. 14. * Tip: don’t use AdWords without Conversion Tracking implemented on your site. 6. Always make data supported decisions <ul><li>PPC advertising is a data-rich game and the use of the available analytical tools is critical to the success of a PPC account </li></ul><ul><li>Conversion Tracking is a must </li></ul><ul><li>Constant A/B and multivariate testing of both keywords and ad text is critical </li></ul><ul><li>Not every domain is right for AdWords </li></ul><ul><li>Some useful reports: </li></ul>Seeing how each content network site is performing, finding sites to negative out, finding sites for site targeted campaigns Placement Performance Report Finding negatives, finding more profitable keywords, seeing queries that are triggering your ads Search Query Report Good for Report
  15. 15. <ul><li>Don’t mess up the easy ones </li></ul><ul><li>Know what words you cannot include in ads </li></ul><ul><li>Know what words and themes you can’t include on your landing pages </li></ul><ul><li>Ad Copy Examples: </li></ul>7. Become an expert on Google editorial *Tip: policy reviewers go one click past the destination url Penis Dick Butt Ass Oral Blowjob Boob(s) Tit(s) Good BAD
  16. 16. <ul><li>Be as transparent as possible </li></ul><ul><li>When you ask for something, ask nicely </li></ul><ul><li>Pay close attention to the Google policies </li></ul><ul><li>Always keep the user experience in mind </li></ul><ul><li>Don’t play the “it’ll be extremely profitable for you” card </li></ul>8. Don’t piss off Google * Tip: treat your Google reps well; they have more power than you think
  17. 17. Any Questions?
  18. 18. THANK YOU Contact us at: