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Advanced Paid Search Tactics By Benjamin Wong Inspire Synergy Limited Co-founder 14 Sep 2010 14:00 HKT SES HK Session 2

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SES Advanced Paid Search Tactics Slide

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Advanced Paid Search Tactics

By Benjamin WongInspire Synergy Limited

Co-founder14 Sep 2010 14:00 HKT

SES HK Session 2

Good Start is Half Done

Ad Planning Guide

Ad Group and Keywords

❖ Make sure ad groups are targeted and relevant to the keywords.

- better management of keywords

- Track the performance based on ad group

Ad Group Planning Guide

❖ Customers

❖ Competitors

❖ Channels

❖ Complementers

CustomersCustomers CompetitorsCompetitors

ChannelsChannels ComplementeComplementersrs

Ad Text Planning Guide

❖ Strong call to action

❖ Promotions

❖ “Official site”

❖ Pricing

❖ Benefits

❖ Emotional connection

❖ Ask questions

•Time sensitivity

•Awards/recognition

•Buying cycle

•Branded terms

•Dynamic keyword insertion

Ads Text

❖ Every Ad Channel allows for multiple ads per ad group

- try to go “all in”

- try two ads per direction per ad group. i.e. 20 ads per group

❖ Then, after a few weeks, you will see which directions are performing best and you can use that insight to build more ads of that type.

Long Tail Keywords

Make use of Long Tails Keywords

❖ You have the top performers and 'Hero' campaigns.

❖ How about discover new opportunities?

Keyword match type

Match TypeMatch Type KeywordKeyword Possible valid Possible valid search querysearch query

Board Match Adidas Shoes Nike slipper

Phrase Match “Adidas Shoes”Adidas Shoes for basketball

Exact Match [Adidas Shoes] Adidas Shoes

Negatives Keywords

❖ Identify negative keywords and new keywords to bid on

❖ Make “adding negatives” a regular part of your weekly routine

❖ Restrict ads from showing if you have more specific ads that you’d rather show.

A Profitable Long Tail

Broad + NegativeBroad + Negative

PhasePhase

ExactExact

Connect Offline to Paid Search

❖ Suggest a Keyword in the event

❖ Real-live Demo :

❖ A Campaign to download this slide:

- Yahoo/Google Search Query : SES 2010 benjamin < your comment of my speech>

- I can get comments from the keyword report in search query report :D

“The best way to have a good idea is to have lots of ideas.”

Dr. Linus Pauling quotes (American theoretical chemist and biologist 1901-1994)

Knowledge recall

Exacts Keywords

❖ Search query = 50 inch flat screen TV

❖ Keyword = flat screen

❖ Keyword match type = broad

❖ Conversion = $4,700 sale

❖ New keyword = 50 inch flat screen TV

❖ New keyword match type = exact

❖ Advantages = Know it works, cheaper CPC, more targeted

Negatives Example

❖ Search query = flat screen computer monitor

❖ Keyword = flat screen

❖ Keyword match type = broad

❖ Conversion = $0

❖ Negative keyword = computer and monitor

❖ Advantages = target right audience, don’t waste ad dollars

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