intro to paid search - ses chicago 2011
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Introduction to Paid Search, PPC Presentation by Melissa Mackey at SES Chicago 2011TRANSCRIPT
@Mel66
Introduction to Paid Search
@Mel66
Where Else Can You…
• Quickly drive sales at a positive ROI
• Only pay when someone is interested in your ad
• Market to customers while they’re researching your product
• Test your ad copy and landing pages in real time
• Learn how people talk about your product or
service
@Mel66
Paid Search Can Do That!
@Mel66
Is Paid Search Right for You?
Direct marketing
Testing
Informing other marketing
Quickly driving traffic & conversion volume
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Great! I’m Sold!
@Mel66
Before You Do Another Thing…
Determine business goals first
@Mel66
Tips for Successful Goal Setting
• Goals should be measurable
– Conversion tracking
• Goals should help your business grow
– i.e. not just traffic
• Goals should be achievable
– Do you have the infrastructure in place? Can
your website fulfill the ad promise?
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Glossary
• Impressions
• Clicks
• Conversions
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Glossary
• Campaign
• Ad Group
• Keywords
• Search query
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Keyword Research
1. Brainstormdesigner jeans
buy designer jeans
deals on designer jeans
designer jeans online
designer jeans that fit
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Keyword Research
2. Use a keyword tool: https://adwords.google.com/select/KeywordToolExternal
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Keyword Research
3. Remove irrelevant termsKeyword
designer jean brands
design jeans
jeans that fit
plus size designer jeans
cheap designer jeans
designer clothes
new designer jeans
designer jeans for women
white jeans
design jeans online
seven jeans
designer jeans womens
7 for all mankind jeans
buy designer clothing
lee jeans
jeans on sale
jeans sale
flare jeans
designer denim jeans
boyfriend jeans
@Mel66
Keyword Research
4. Segment relevant terms & organize into ad groups
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Keyword Match Types
Exact Match: Triggers ads only when the search query
exactly matches the keyword
[designer jeans]
Will only appear for that exact query
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Keyword Match Types
Phrase Match: Triggers ads when the search query
includes the keyword phrase in word order
“designer jeans”
May appear on searches for:
designer jeans size 10
women’s designer jeans
black designer jeans
where can I buy designer jeans cheap
@Mel66
Keyword Match Types
Broad Match: Triggers ads when the search query
includes the keyword phrase in any order, as well as on
similar phrases and relevant variations
designer jeans
May appear on searches for:
true religions
designer shoes
levis jeans
jean jackets
what designer makes lucky brand jeans
cheap jeans
joes jeans
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Keyword Match Types
Modified Broad Match (Adwords only): Triggers ads when
the search query includes certain words within a keyword
phrase
+designer jeans
May appear on searches for:
But not for:
designer true religions jeans
buy jeans from famous designers
levis jeans
cheap jeans
jean jackets
@Mel66
Keyword Match Types
Negative Match: prevents your ad from showing on
queries including the negative term or phrase
Eliminate brands you don’t sell:
-used
-american eagle
-levis
And low-conversion potential:
-lee
-free
-cheap
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Keyword Match Types
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Ad Copy
Review your ad groups & keywords: what is the goal of each ad group?
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Ad Copy
Write the call to action first
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Ad Copy
Research the competition – perform a few searches
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Ad Copy
Determine your USP
Unique
Selling
Proposition
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Ad Copy
By the way, these AREN’T USPs:
FedEx - The World On Time.
Nike - Just Do It.
De Beers - A Diamond Is Forever.
Miller Lite - Great Taste, Less Filling.
Ford Motor Co. - Drive One.
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Ad Copy
Start writing your ads Why should someone click?
Sense of urgency
Include numbers – i.e. price
Include keywords
Write at least 2 ads per ad group
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Ad Copy
25
35
35
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Ad Copy
Good Ad Copy
Bad Ad Copy
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Choosing a Landing Page
Must be relevant to the search query!
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Query = “womens seven designer jeans”
Bad landing page:
Choosing a Landing Page
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Query = “womens seven designer jeans”
Better landing page:
Choosing a Landing Page
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Query = “womens seven designer jeans”
Ideal landing page:
Choosing a Landing Page
@Mel66
Account Setup
• Daily Campaign Budget
• Billing and Currency Settings
• Account time zone
• Ad Distribution – Geography
• Campaign Language
• Ad Distribution
• Ad Rotation
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Account Setup
Key Setting #1:
Daily Campaign Budget – never more than you
can afford and are willing to spend per day
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Account Setup
Networks – Google and Search Partners Only!
Key Setting #2:
WRONG!
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Account Setup
Ad Rotation – Rotate Ads More Evenly
Key Setting #3:
WRONG!
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The Big Scary Quality Score
Quality score “looks at a variety of factors to measure how
relevant your keyword is to your ad text and to a user's
search query.”
If you follow the method I’ve outlined so far, you’ll have a
good chance at good quality scores.
@Mel66
Bid Management
Top Tips for Effective Bid Management:
• Keep it simple
• Don’t bid more than you can afford
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What Are We Getting Out Of This?
Measure everything with conversion tracking
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Evaluate with analytics – some are free!
FREE!
What Are We Getting Out Of This?
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Social PPC: Opportunity For the
Right Advertisers
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Facebook Ads
• Good for building fan base
• Can work for other activities (lead gen, ecommerce,
etc.) as long as visitors stay on FB
• Read “Killer Facebook Ads” by Marty Weintraub:
http://killerfbads.com/“Now that you’ve had the wow-that’s-dry-stuck-in-your-throat hors d’oevres, it’s
time for the caviar, baby. (I don’t know about you, but I’m rocking out to “Black
Cat” by Janet Jackson for this section.)”
@Mel66
LinkedIn Ads
• Ads for jobs & professional services that are highly
targeted to professions can work well
• Can be effective driving conversions off LinkedIn to
an optimized landing page
• Read “6 Tactics for Awesome ROI on LinkedIn Ads”
article on Search Engine Watch by Joe Kerschbaum:http://searchenginewatch.com/article/2113351/6-Tactics-for-Awesome-ROI-on-LinkedIn-Ads
@Mel66
Takeaways
PPC is more than a few keywords and a
credit card: plan, track, test
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Takeaways
You must plan ahead! It will be worth it…
@Mel66
Resources
• PPC Basics Series, Web Marketing Today:http://www.wilsonweb.com/paid-search/mackey-ppc-mix1.htm
• Adwords Beginner’s Guide:http://adwords.google.com/support/aw/bin/static.py?hl=en&page=guide.cs&guide=21899
• Microsoft adCenter Training Guide:http://advertising.microsoft.com/small-business/support-center/training-accreditation/adcenter-training