paid search james fairweather digital bootcamp april 2012

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Marketing you can measure TM Running Successful Paid Search Campaigns CIM Digital Marketing Bootcamp With James Fairweather, Consultant at Coast Digital Wednesday 18 th April 2012 twitter.com/j_fairweather (@J_Fairweather)

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Paid Search (PPC) presentation from James Fairweather, Consultant, Coast Digital at the CIM Digital Marketing Bootcamp, ARU Chelmsford, 17 April 2012

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Page 1: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Running Successful Paid Search Campaigns

CIM Digital Marketing Bootcamp

With James Fairweather, Consultant at Coast Digital

Wednesday 18th April 2012

twitter.com/j_fairweather (@J_Fairweather)

Page 2: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Today’s agenda

1. The basics – What is PPC and why should I care?

2. The key elements of your campaign

• Keywords

• Ads

• Landing pages

3. Understanding the results and making improvements

Running Successful Paid Search Campaigns

Page 3: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Today’s agenda

Running Successful Paid Search Campaigns

1. The basics – What is PPC and why should I care?

2. The key elements of your campaign

• Keywords

• Ads

• Landing pages

3. Understanding the results and making improvements

Page 4: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

The Basics

Pay Per Click

Page 5: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

What is PPC?

The Basics

Pay Per Click

Pay only for interaction

Instant on – instant results

Very reactive

Highly targeted

Easy to measure success

Lots of maths

Page 6: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

What is PPC?

The Basics

Pay Per Click

Pay only for interaction

Instant on – instant results

Very reactive

Highly targeted

Easy to measure success

Lots of maths

Needs constant funding

Competition can be high

Can be expensive

Easy to do it wrong

Lots of maths

Ongoing effort

Page 7: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

What is PPC?

The Basics

PPC vs SEO

Page 8: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

The wide world of PPC

The Basics

Page 9: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

The wide world of Google AdWords

The Basics

Page 10: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

The wide world of Google AdWords

The Basics

Page 11: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

The wide world of Google AdWords

The Basics

Prospect Lead Opportunity Sale

Search advertising

Display

Mobile

Re-marketing

Page 12: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

What is PPC?

The Basics

Important terms to remember:

CPC – Cost Per Click

CTR – Click Through Rate

Landing Pages

CPA – Cost Per Acquisition

ROI - Return On Investment!

Page 13: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Today’s agenda

Running Successful Paid Search Campaigns

1. The basics – What is PPC and why should I care?

2. The key elements of your campaign

• Keywords

• Ads

• Landing pages

3. Understanding the results and making improvements

Page 14: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Key Elements of your campaigns

Key Elements of your campaigns

Keyword

Page 15: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Key Elements of your campaigns

Key Elements of your campaigns

Keyword

Ad

Page 16: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Key Elements of your campaigns

Key Elements of your campaigns

Keyword

Ad

Landing Page

Page 17: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Today’s agenda

Running Successful Paid Search Campaigns

1. The basics – What is PPC and why should I care?

2. The key elements of your campaign

• Keywords

• Ads

• Landing pages

3. Understanding the results and making improvements

Page 18: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Key Elements of your campaigns

Keywords

Keywords are your primary method of targeting users with PPC

How do you decide which keywords to target?

Page 19: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Key Elements of your campaigns

Keyword Research – an approach

1. USE COMMON SENSE FIRST!

2. Then use a keyword tool

Page 20: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Key Elements of your campaigns

Keyword Research – an approach

1. USE COMMON SENSE FIRST!

2. Then use a keyword tool

Page 21: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Key Elements of your campaigns

Page 22: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Key Elements of your campaigns

Page 23: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Key Elements of your campaigns

Keyword Research

1. USE COMMON SENSE FIRST!

2. Then use a keyword tool

3. Look at the competition

Page 24: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Key Elements of your campaigns

Page 25: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Key Elements of your campaigns

Keyword Research

1. USE COMMON SENSE FIRST!

2. Then use a keyword tool

3. Look at the competition

4. Think outside the box...

Page 26: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Key Elements of your campaigns

Page 27: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Key Elements of your campaigns

Keyword Research

1. USE COMMON SENSE FIRST!

2. Then use a keyword tool

3. Look at the competition

4. Think outside the box...

5. USE COMMON SENSE AGAIN!

Page 28: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Key Elements of your campaigns

Building Your campaign

Campaign

Adgroup AdgroupAdgroup

Keyword

Keyword

Keyword

Keyword

Ad

Ad

Page 29: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Key Elements of your campaigns

Building Your campaign

CRM campaign

CRM Systems CRM solutionsCRM Generics

CRM

Customer Relationship Management

CRM packages

Ad

CRM ...

Page 30: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Key Elements of your campaigns

Building Your campaign

Top Tips:

• Take time with your keyword research – use common sense!

• Plan your campaign structure before you build it

• Group similar keywords

• Create neat groups with 10 keywords in each

• Set your initial cost per clicks

Page 31: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Keywords – Match Types

Broad Match: keyword

Allows your ad to show on similar phrases and relevant variations

Phrase Match: “keyword”

Allows your ad to show for searches that match the exact phrase and variations

Exact Match: [keyword]

Allows your ad to show for searches that match the exact phrase exclusively

Negative Match: -keyword

Ensures your ad doesn't appear next to searches that include the term

Key Elements of your campaigns

Page 32: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Keywords – Match Types

Key Elements of your campaigns

Broad Match

Phrase Match

Exact Match

Page 33: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Keywords – Match Types

Broad Match Example – CRM System

CRM System

CRM Systems

What is a CRM System

Online CRM System

Open source CRM System

CRM

Open source CRM sales System

Customer Relationship management

CRM for Small Businesses

Best CRM

Key Elements of your campaigns

Page 34: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Keywords – Match Types

Phrase Match Example – CRM System

CRM System

CRM Systems

What is a CRM System

Online CRM System

Open source CRM System

CRM

Open source CRM sales System

Customer Relationship management

CRM for Small Businesses

Best CRM

Key Elements of your campaigns

Page 35: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Keywords – Match Types

Exact Match Example – CRM System

CRM System

CRM Systems

What is a CRM System

Online CRM System

Open source CRM System

CRM

Open source CRM sales System

Customer Relationship management

CRM for Small Businesses

Best CRM

Key Elements of your campaigns

Page 36: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Keywords – Match Types

Broad Match Example – CRM System

Negative Match – open source

CRM System

CRM Systems

What is a CRM System

Online CRM System

Open source CRM System

CRM

Open source CRM sales System

Customer Relationship management

CRM for Small Businesses

Best CRM

Key Elements of your campaigns

Page 37: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Keywords – Match Types

Why is it so important?

Key Elements of your campaigns

Page 38: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Today’s agenda

Running Successful Paid Search Campaigns

1. The basics – What is PPC and why should I care?

2. The key elements of your campaign

• Keywords

• Ads

• Landing pages

3. Understanding the results and making improvements

Page 39: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Ads

What makes up a text ad?

Key Elements of your campaigns

Title – 25 CharactersDescription 1 – 35 CharactersDescription 2 – 35 CharactersDisplay URL – 35 Characters

Page 40: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Ads

What makes up a text ad?

Key Elements of your campaigns

Web-based CRMMore features & flexibility.Simple to use. Free trial.www.salesforce.com/uk

Page 41: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Ads

Best Practices

• Create simple, enticing ads

• Write them specifically for your ad group

• Write at least 2 for every ad group.

• Think about your target audience

• Use a strong call to action

• Make good use of your punctuation allowances!

Key Elements of your campaigns

Page 42: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Ads

Best Practices

Key Elements of your campaigns

Web-based CRMMore features & flexibility.Simple to use. Free trial.www.salesforce.com/uk

Page 43: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Ads

Best Practices

Key Elements of your campaigns

Web-based CRMMore Features & Flexibility.Simple to Use. Enquire Now! www.salesforce.com/uk

Page 44: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Ads

Dynamic Keyword Insertion

Key Elements of your campaigns

{KeyWord: Default Text}

Page 45: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Ads

Dynamic Keyword Insertion

Key Elements of your campaigns

{KeyWord: Web-based CRM}More Features & Flexibility.Simple to Use. Enquire Now! www.salesforce.com/uk

Keyword Web based CRM Online CRM

Ad text Web based CRMMore Features & Flexibility.Simple to Use. Enquire Now! www.salesforce.com/uk

Online CRMMore Features & Flexibility.Simple to Use. Enquire Now! www.salesforce.com/uk

Page 46: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Ads

Dynamic Keyword Insertion

Key Elements of your campaigns

{KeyWord: Web-based CRM}More Features & Flexibility.Simple to Use. Enquire Now! www.salesforce.com/uk

Keyword Online Customer Relationship Management

Ad text Web-based CRMMore Features & Flexibility.Simple to Use. Enquire Now! www.salesforce.com/uk

Page 47: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Ads

Keyword Insertion gone wrong

Key Elements of your campaigns

Page 48: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Ads

Keyword Insertion gone wrong

Key Elements of your campaigns

Page 49: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Ads

Keyword Insertion gone wrong

Key Elements of your campaigns

Page 50: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Ads

Ad Extensions

Key Elements of your campaigns

Page 51: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Ads

How does Google decide

which position my ad will

appear?

Key Elements of your campaigns

Page 52: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Ads

Here comes the maths!

There are 2 aspects:

• Your maximum cost per click – which we set right back at the start

• Quality score – Google’s algorithm the rates the relevance of this search to your

campaign.

Key Elements of your campaigns

Page 53: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Ads

Here comes the maths!

Max CPC x Quality Score = Ad rank

Key Elements of your campaigns

Page 54: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Ads

Here comes the maths!

Max CPC x Quality Score = Ad rank

Key Elements of your campaigns

We control Decided

Algorithmically

Page 55: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Quality Score

Key Elements of your campaigns

How is it calculated?

• The historical clickthrough rate (CTR) of the keyword and the matched ad

• The relevance of the keyword to the ads in its ad group

•The relevance of the keyword and the matched ad to the search query

• Your account's performance in the geographical region where the ad will be

shown

• The quality of your landing page

Page 56: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Quality Score

Key Elements of your campaigns

Keyword

Ad

Landing Page

Page 57: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Today’s agenda

Running Successful Paid Search Campaigns

1. The basics – What is PPC and why should I care?

2. The key elements of your campaign

• Keywords

• Ads

• Landing pages

3. Understanding the results and making improvements

Page 58: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Landing Pages

Key Elements of your campaigns

What makes a good landing page?

Feature relevant and original content

Be transparent

Be easy to navigate

Page 59: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Landing Pages

Key Elements of your campaigns

Relevant & Original Content

• Provide substantial information

• Content should be original to

your site

• Should be easy for the user to

buy, or enquire about the

product/service

Page 60: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Landing Pages

Key Elements of your campaigns

Be Transparent

• Openly share information about your

business

• Honour the deals in your ads

• Don’t use other sponsored links on your

page

• Provide a privacy policy if you collect

data

Page 61: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Landing Pages

Key Elements of your campaigns

Be Easy to Navigate

• Provide a short and easy to path

for the user to complete your

required action

• Avoid pop ups, and other

obtrusive site elements

• Make sure the pages loads

quickly

Page 62: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Landing Pages

Key Elements of your campaigns

Nice examples

• Strong headline

• Clear unique content

• Strong call to action

• Lead collection on page

Page 63: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Landing Pages

Key Elements of your campaigns

Nice examples

• Strong headline

• Clear unique content

• Strong call to action

• Lead collection on page

• Instils trust

Page 64: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Today’s agenda

Running Successful Paid Search Campaigns

1. The basics – What is PPC and why should I care?

2. The key elements of your campaign

• Keywords

• Ads

• Landing pages

3. Understanding the results and making improvements

Page 65: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Getting the data you need

Understanding the results

Two things to do before you launch

1. Set objectives

2. Tracking

Page 66: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns - keywords

Understanding the results

Spotting opportunities

Page 67: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns - keywords

Understanding the results

Spotting opportunities

Page 68: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns - keywords

Understanding the results

Page 69: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns - keywords

Understanding the results

Page 70: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns - keywords

Understanding the results

Page 71: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns - keywords

Understanding the results

Page 72: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns - ads

Understanding the results

Page 73: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns - ads

Understanding the results

Page 74: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns - ads

Understanding the results

Page 75: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns - ads

Understanding the results

Page 76: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns - ads

Understanding the results

Page 77: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns – site performance

Understanding the results

Page 78: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns – site performance

Understanding the results

Page 79: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns – site performance

Understanding the results

Page 80: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns – site performance

Key Elements of your campaigns

Page 81: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns – site performance

Understanding the results

Page 82: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns – site performance

Understanding the results

Page 83: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Optimising your campaigns – site performance

Understanding the results

Page 84: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

To summarise

• Spend time on keyword research

• Group your keywords together

• Write targeted ads

• Use & Perfect Landing pages

• Set Objectives & Track everything

• Test, Test & Test!

Page 85: Paid Search James Fairweather Digital Bootcamp April 2012

Marketing you can measureTM

Private LinkedIn group for this session for Q&A: http://linkd.in/PPCgroup

[email protected]

linkedin.com/in/jamesfairweather

twitter.com/j_fairweather (@J_Fairweather)

All these links will go up on our blog on the Coast Digital site later so don't

worry if you miss them.

And finally