Paid Search Overview      MKTG 470 Interactive Marketing Technology                           Dr. Debra Zahay Blatz       ...
Tips and Best Practices for Creating andManaging Paid Search Campaigns Thanksto Leapfrog OnlineCopyright   by Debra Zahay ...
Search is a 15 Billion Dollar Industry• 20% growth in 2011• Projected to grow to $21B by 2015Copyright   by Debra Zahay Bl...
Google AdWords: Small Scale forProject•    $250 budget•    1 Client•    1 Account•    5-10 Campaigns•    10-20 Ads•    100...
No Matter the Scale, Search is the Same• Setting goals   – What return are you looking for from paid     search?• Gatherin...
Implementing Paid SEARCH   •        Investigate Broad search Categories and Trends   •        Narrow Down Keywords   •    ...
Streamlined Paid SearchProcess• 4 Main Phases of SEM                                           1. Research                ...
1.Research                                 Working With A Client • Will the client have time for you? • Understand the bus...
Always Set a Goal• Increase traffic to client’s site• Drive more orders/sales online• Increase brand exposure?     If you ...
Do some searches• How does our product fare in searches?• What does the customer want?      – Google Trends      – http://...
How do our search terms fare?Copyright   by Debra Zahay Blatz 2013
2.Build                                   Develop a framework• Organize the account in the beginningCopyright   by Debra Z...
Campaign                                        Organization• Description of campaign settings/type• Product categories (n...
AdGroup                                        Organization• Focus on keyword themes• Easily identify what’s inside       ...
Keyword creation• Keywords are the lifeblood of your search  efforts      – They are the link to what people are searching...
Google Keyword ToolCopyright   by Debra Zahay Blatz 2013
Match Types• 3 Keyword Match Types: Exact, Phrase, Broad• Organize your keywords based on match type                      ...
Match TYPE Depends on Ad ObjectiveCopyright   by Debra Zahay Blatz 2013                                                   18
Match Types• Example keyword: Chicago Bulls• Where can your ad show?                                • Chicago Bulls       ...
Benefits of Themes/Match                  Types• Easier to analyze the data• Search engines reward advertisers      –     ...
Writing Ad Copy• Search ads don’t have a lot of space      – 95 total characters to get your point across      – Write an ...
Writing Ad Copy• Clear call to action   – Order today, Visit now, etc.• Include the keyword in the ad if possible• Product...
ENTERING AN AD IN ADWORDS                               AD: Limit 70 Characters,      TITLE: Limit 25 Characters          ...
RECENT SEARCH RESULTS                SHOWING TOP AND SIDE ADS ARE                DIFFERENT ON GOOGLECopyright   by Debra Z...
3.Launch                                  Campaign Settings• Check, double-check, triple-check your settings      –      G...
Geo-Targeting• Target your campaign appropriately      – If it’s a local business, target only the areas your client      ...
Bids• Important to start with bids higher at launch      –      1.5x expected CPC that Google indicates      –      Enough...
Budgets• Set a daily cap for each campaign      – Ensures even spend during your campaign flight      – Ensures you don’t ...
Day-Parting• Set ads to run during business hours, or peak  times of the dayCopyright   by Debra Zahay Blatz 2013
Device Targeting• Always segment your efforts by device      – Mobile vs. desktop vs. tablet• Searchers behave differently...
Developing Benchmarks• Realistic expectations for traffic, cost, etc.      – $250 limit spread over 3 weeks• Increased pre...
4. Reporting &   Analysis                                           Viewing Data  • AdWords interface, how to view the dat...
What to Optimize• Daily:      – Budgets      – Idiot check: Is the ad positioned properly      – Positions and ad-group pe...
How to Optimize• Budgets      – Are you over or under spending?                • If so, where?• Idiot Check      – Did you...
How to Optimize• Keywords      – Add, remove, or make negatives                • Keyword search term report      – Increas...
Why USE A NEGATIVE MATCH TERM inPPC?A. To show the opposite of positive termsB. To indicate what you do not want considere...
Recap• Research, Build, Launch, Analyze/Report• Pay close attention to:    –        Keyword themes    –        Match types...
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Paid search overview

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An overview of paid search, how to create settings for a Google AdWords campaign, a step by step plan for a search campaign.

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  • Paid search overview

    1. 1. Paid Search Overview MKTG 470 Interactive Marketing Technology Dr. Debra Zahay Blatz Associate Professor of Interactive Marketing 1/17/2013Copyright by Debra Zahay Blatz 2013
    2. 2. Tips and Best Practices for Creating andManaging Paid Search Campaigns Thanksto Leapfrog OnlineCopyright by Debra Zahay Blatz 2013
    3. 3. Search is a 15 Billion Dollar Industry• 20% growth in 2011• Projected to grow to $21B by 2015Copyright by Debra Zahay Blatz 2013
    4. 4. Google AdWords: Small Scale forProject• $250 budget• 1 Client• 1 Account• 5-10 Campaigns• 10-20 Ads• 100-1000 Keywords Copyright by Debra Zahay Blatz 2013
    5. 5. No Matter the Scale, Search is the Same• Setting goals – What return are you looking for from paid search?• Gathering data – How much information is out there?• Analyzing data – What can we learn from the data?• Continuous optimizations – What steps are being taken to improve your campaign? Copyright by Debra Zahay Blatz 2013
    6. 6. Implementing Paid SEARCH • Investigate Broad search Categories and Trends • Narrow Down Keywords • Determine Traffic and Cost • Select Terms and match Criteria • Design Ads • Run Campaigns • Measure and RefineCopyright by Debra Zahay Blatz 2013
    7. 7. Streamlined Paid SearchProcess• 4 Main Phases of SEM 1. Research 2. Build 3. Launch 4. Analyze/Report Copyright by Debra Zahay Blatz 2013
    8. 8. 1.Research Working With A Client • Will the client have time for you? • Understand the business model – Are their customers online? – Is it interesting to you? • What are their goals? • Is the industry super competitive? – May be more expensive to advertise Copyright by Debra Zahay Blatz 2013
    9. 9. Always Set a Goal• Increase traffic to client’s site• Drive more orders/sales online• Increase brand exposure? If you don’t goals in the beginning, it will be difficult to focus your efforts.Copyright by Debra Zahay Blatz 2013
    10. 10. Do some searches• How does our product fare in searches?• What does the customer want? – Google Trends – http://www.costaricantimes.com/google-flu- symptom-trends-all-time-high/10231• What is the competition doing? • Ad copy, keywords, geo-targeting, etc.Copyright by Debra Zahay Blatz 2013
    11. 11. How do our search terms fare?Copyright by Debra Zahay Blatz 2013
    12. 12. 2.Build Develop a framework• Organize the account in the beginningCopyright by Debra Zahay Blatz 2013
    13. 13. Campaign Organization• Description of campaign settings/type• Product categories (non-specific) Desktop Branded Tablet Chevrolet Mobile NonBrandedCopyright by Debra Zahay Blatz 2013
    14. 14. AdGroup Organization• Focus on keyword themes• Easily identify what’s inside Desktop Tablet Mobile Branded Chevrolet Nonbranded Chevrolet Chevrolet Cars Cars Camaro Cadillac Chevy Sport Trucks Camaro CarsCopyright by Debra Zahay Blatz 2013
    15. 15. Keyword creation• Keywords are the lifeblood of your search efforts – They are the link to what people are searching for and how you will reach them• Google Keyword Tool – Enter in keyword ideas, provides expansions, cost/traffic estimates – Can scrape content of your landing page for ideasCopyright by Debra Zahay Blatz 2013
    16. 16. Google Keyword ToolCopyright by Debra Zahay Blatz 2013
    17. 17. Match Types• 3 Keyword Match Types: Exact, Phrase, Broad• Organize your keywords based on match type • Most relevant, least traffic Exact • In between Phrase • Least relevant, most traffic BroadCopyright by Debra Zahay Blatz 2013
    18. 18. Match TYPE Depends on Ad ObjectiveCopyright by Debra Zahay Blatz 2013 18
    19. 19. Match Types• Example keyword: Chicago Bulls• Where can your ad show? • Chicago Bulls Exact • Chicago Bulls tickets, Chicago Bulls Phrase apparel • Chicago Bulls suck, Running of the Broad Bulls, Chicago winterCopyright by Debra Zahay Blatz 2013
    20. 20. Benefits of Themes/Match Types• Easier to analyze the data• Search engines reward advertisers – More relevant traffic – Higher quality score – Better rankings – Higher CTR (click through rate) – Lower CPC (cost per click)Copyright by Debra Zahay Blatz 2013
    21. 21. Writing Ad Copy• Search ads don’t have a lot of space – 95 total characters to get your point across – Write an ad you would want to clickCopyright by Debra Zahay Blatz 2013
    22. 22. Writing Ad Copy• Clear call to action – Order today, Visit now, etc.• Include the keyword in the ad if possible• Product information – Price point: $9.99, etc. – Attributes: 50mbps, 10 lbs., etc• Create a sense of urgency – Limited time offer – 25% offCopyright by Debra Zahay Blatz 2013
    23. 23. ENTERING AN AD IN ADWORDS AD: Limit 70 Characters, TITLE: Limit 25 Characters 35 each line URL: Limit 35 CharactersCopyright by Debra Zahay Blatz 2013 23
    24. 24. RECENT SEARCH RESULTS SHOWING TOP AND SIDE ADS ARE DIFFERENT ON GOOGLECopyright by Debra Zahay Blatz 2013 24
    25. 25. 3.Launch Campaign Settings• Check, double-check, triple-check your settings – Geo-targeting – Bids – Budgets – Day-parting – Device settingsCopyright by Debra Zahay Blatz 2013
    26. 26. Geo-Targeting• Target your campaign appropriately – If it’s a local business, target only the areas your client serves, or a radius around itCopyright by Debra Zahay Blatz 2013
    27. 27. Bids• Important to start with bids higher at launch – 1.5x expected CPC that Google indicates – Enough to gain traffic & start with higher CTR – Lower once you have real data – Make sure bids are set to at least ‘min. first page bid’ • Ensures your ad will actually show on the pageCopyright by Debra Zahay Blatz 2013
    28. 28. Budgets• Set a daily cap for each campaign – Ensures even spend during your campaign flight – Ensures you don’t run out of budget early• Example: $250 budget, 21 days = ~$11/day – Divide the $11 among your campaigns if neededCopyright by Debra Zahay Blatz 2013
    29. 29. Day-Parting• Set ads to run during business hours, or peak times of the dayCopyright by Debra Zahay Blatz 2013
    30. 30. Device Targeting• Always segment your efforts by device – Mobile vs. desktop vs. tablet• Searchers behave differently by device – Costs also vary, mobile is more expensiveCopyright by Debra Zahay Blatz 2013
    31. 31. Developing Benchmarks• Realistic expectations for traffic, cost, etc. – $250 limit spread over 3 weeks• Increased pressure on quality of traffic• Conversion tracking in placeCopyright by Debra Zahay Blatz 2013
    32. 32. 4. Reporting & Analysis Viewing Data • AdWords interface, how to view the data • Great overview for quick checkup Campaign Level • Not ideal for optimization • Find problem areas quickly Ad-Group Level • Can be very useful for optimization • Very narrow focused Keyword Level • In-depth account check Copyright by Debra Zahay Blatz 2013
    33. 33. What to Optimize• Daily: – Budgets – Idiot check: Is the ad positioned properly – Positions and ad-group performance• Weekly/Monthly: – Summary – Trends – Keyword performanceCopyright by Debra Zahay Blatz 2013
    34. 34. How to Optimize• Budgets – Are you over or under spending? • If so, where?• Idiot Check – Did your CPC double? Triple? Equal $0? • A look through to make sure everything looks normal• Ad Group – CTR very close to 0% but impression rate is up? • Try some copy testing or targeting optimization• Google AnalyticsCopyright by Debra Zahay Blatz 2013
    35. 35. How to Optimize• Keywords – Add, remove, or make negatives • Keyword search term report – Increase or decrease bids based on: • Spend vs Conversion rate • Average position vs clicks and conversion • Lots of possibilities!• Landing Page – Change copyCopyright by Debra Zahay Blatz 2013
    36. 36. Why USE A NEGATIVE MATCH TERM inPPC?A. To show the opposite of positive termsB. To indicate what you do not want consideredC. To put customers off the trackCopyright by Debra Zahay Blatz 2013
    37. 37. Recap• Research, Build, Launch, Analyze/Report• Pay close attention to: – Keyword themes – Match types – Day parting, geo-targeting, device settings – Bids & Position – Ad copy Copyright by Debra Zahay Blatz 2013

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