www.did-it.com 1-800-601-4181 confidential & sensitive 1 compare and contrast ad program...
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www.did-it.com 1-800-601-4181 Confidential & Sensitive
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Compare and ContrastAd Program Strategies
Kevin Lee Executive Chairman, Did-it.com
www.did-it.com 1-800-601-4181 Confidential & Sensitive
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Match Type Review
Match Types and their meanings:
1) Broad (default in Google & adCenter)
2) Phrase “quotes”
3) Exact [brackets]
4) Negative -
5) Advanced (Yahoo’s combination of phrase and broad)
6) Extended Broad Match and MatchDriver (synonyms and misspellings)
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Singles and Plurals
Google and Microsoft prefer that you add the plurals to the campaign separately. Yahoo uses MatchDriver.
Google may use extended broad match on a plural or other stemming issue:
1) ing
2) ed
3) other suffixes
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The Smart Way to Buy Clicks
Pick the clicks you want:
1) Use match types to distinguish searcher intent
2) Use match type to maximize quality score
3) Mix match types to gain breadth of SERP coverage
4) Track everything
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Network Mix
Don’t forget, you can also control network mix, and CPC:
Clicks from different segments of an engine’s network may need different bids. Leverage Google’s “FastTrack” to track contextual. Bid Separately.
Yahoo’s Panama has URL tracking.
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Issues to Consider
Campaign Management more than keywords. Control campaigns within the engine interfaces or via API control (directly or through third parties). Very important for “Power Keywords”:
1) Plurals
2) Daypart
3) Network Coverage (contextual, etc)
4) Demographic Control (MSFT/adCenter)
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Microsoft adCenter
Notice selection options:
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Microsoft adCenter
Notice selection options:
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Yahoo Panama
Notice selection options at campaign level:
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Yahoo Panama, making edits
Notice selection options at campaign level:
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Google AdWords, BidBoosting +Dayparting
Notice advanced options at campaign level:
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Dayparting Conversion Behaviors:Major differences in conversion.
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There are Several “Tails”Because of segmentation there are
hundreds or potentially thousands of ways if “mining the tail.” However, the tail is useless unless it delivers BOTH.
Scale AND Efficiency
Achieving both scale and efficiency takes a good bid-strategy plus the right campaign strategy and structure.
AdGroup structure is critical (quality score).
Don’t chase the wrong tail!!
www.did-it.com 1-800-601-4181 Confidential & Sensitive
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Conversion Currency
Your ability to afford a click is based on your ability to improve success metrics (typically conversion).
Where you send the click is at least as important as how you buy the click.
The second part of the PPC ad is the landing page?
Do segments expect different experiences?
Should you be personalizing?
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Benchmarks - SEMPO Annual Survey
Want to get a first look at the SEMPO annual State of Search Engine Marketing Survey results?
Take the survey.
www.sempo.org