2009 Philly Search Camp Advanced Ppc Strategies

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Information about 2009 Philly Search Camp Advanced Ppc Strategies
Business & Mgmt

Published on October 8, 2009

Author: SearchCampPhilly

Source: slideshare.net

ADVANCED PPC STRATEGIES Presented by: Greg Meyers

OVERVIEW The optimal Campaign Structure Tips on writing PPC Text Ads PPC Text Ad Testing (Right vs. Wrong) Importance of Filtering your PPC Traffic Tips on Google’s Different Networks When to best use Yahoo Search & MSN (Bing) Tips for Local or Geo-Targeted Search Listings Things to always remember…. 2

CAMPAIGN STRUCTURES DVD RETAILER EXAMPLE 3

CAMPAIGN STRUCTURES It’s all about creating very tightly defined Adgroups about a specific group of products or services. 4

WRITING PPC ADS Writing Ads is one of the most difficult parts of PPC. However, when writing them, it’s important to create many different messages to see which ones perform better. 5

PPC TEXT AD TESTING The Right Way Run Tests in Phases At least 3-4 totally different Ads (ie. Price vs. Shipping vs. Quality vs. Selection) Set campaign to ROTATE Ads, Duh! Let run for two weeks or at least 10,000+ impressions. Using Web Analytics, determining successes based on CTR%, conversions and action events The Wrong Way Running more than 5 Ads at one time All Ads have one or two different words differentiating them Making assumptions based on low sample size Base Successes on CTR%. Not conversions and possible seasonality 6

PPC TEXT AD TESTING Reaching 4 different types of audiencesGeneric + Free ShippingDiscounted + 25% offReviews + ComparisonAffordable + Sale7

Reaching 4 different types of audiences

Generic + Free Shipping

Discounted + 25% off

Reviews + Comparison

Affordable + Sale

PPC TEXT AD TESTING 8

PPC TEXT AD TESTING 9

FILTERING YOUR PPC TRAFFIC Negative KeywordsSite ExclusionsWHY? Saves you money on unwanted clicksImproves your CTR% and overall Quality Score.Alleviates unwanted bandwidth usage Supports better Brand ReputationCreates ongoing optimization model 10

Negative Keywords

Site Exclusions

Saves you money on unwanted clicks

Improves your CTR% and overall Quality Score.

Alleviates unwanted bandwidth usage

Supports better Brand Reputation

Creates ongoing optimization model

TIPS ON GOOGLE’S NETWORKS Google.com SearchSearch PartnersContent NetworkSite Placement NetworkWhen to Avoid Specific Networks11

Google.com Search

Search Partners

Content Network

Site Placement Network

When to Avoid Specific Networks

GOOGLE.COM SEARCH Best place to start a new PPC CampaignMust be very disciplined to “game the system”Usually provides best chance for high CTR% Optimal for A/B and Text AD TestingEasily tracked in Google Analytics12

Best place to start a new PPC Campaign

Must be very disciplined to “game the system”

Usually provides best chance for high CTR%

Optimal for A/B and Text AD Testing

Easily tracked in Google Analytics

GOOGLE SEARCH PARTNERS Be careful to monitor where impressions are being servedGoogle does not disclose all partners (only a dozen or so)Google Search Partners drive a lot of impressions and clicks, but none of them may convert.13

Be careful to monitor where impressions are being served

Google does not disclose all partners (only a dozen or so)

Google Search Partners drive a lot of impressions and clicks, but none of them may convert.

GOOGLECONTENT NETWORK When to switch to Content and Site Placements Switch to the Content Network to get more clicks for the money (ie. Lower CPC)If you want to establish a brand presence, use Placement Targeting to identify related websites to get your message out via Banner and Video Ads14

Switch to the Content Network to get more clicks for the money (ie. Lower CPC)

If you want to establish a brand presence, use Placement Targeting to identify related websites to get your message out via Banner and Video Ads

WHY AVOID THE CONTENT NETWORK? Content Network causes a lot of unqualified clicksGives you very low CTR% Rate which is badVery, very slow click history which is also badSusceptible to Click Fraud (Adsense)15

Content Network causes a lot of unqualified clicks

Gives you very low CTR% Rate which is bad

Very, very slow click history which is also bad

Susceptible to Click Fraud (Adsense)

WHY EMBRACE THE CONTENT NETWORK? Great for Branding (display Ads)Reach different & wider audienceAbility to filter out bad sites and spend more money on what works best.Test different Display Banners and messaging Usually a cheaper option to try and test the daily and monthly budgets. You may find a relevant site or blog that converts well for cheap.16

Great for Branding (display Ads)

Reach different & wider audience

Ability to filter out bad sites and spend more money on what works best.

Test different Display Banners and messaging

Usually a cheaper option to try and test the daily and monthly budgets.

You may find a relevant site or blog that converts well for cheap.

TIPS ON USING YAHOO & MSN (BING) Run campaigns on Google first. WHY? It’s a Bigger audience Faster learning curve Utilize Raw Keyword Query data Identify impression, click and budget estimates Data can be easily exported campaign from Adwords Editor Create TestsContent Network Comparison Keyword Matching (Advanced vs. Broad) Landing Pages Ad Text17

Run campaigns on Google first. WHY?

It’s a Bigger audience

Faster learning curve

Utilize Raw Keyword Query data

Identify impression, click and budget estimates

Data can be easily exported campaign from Adwords Editor

Create Tests

Content Network Comparison

Keyword Matching (Advanced vs. Broad)

Landing Pages

Ad Text

LOCAL BUSINESS FEATURES 18

POWERFUL GEO-TARGETING 19

LOCAL GMAIL EXAMPLE 20

THINGS TO ALWAYS REMEMBER Manually separate Content Network from Search Network Create separate campaign for Content Network If AD testing, switch Ad Rotation to ROTATE Run Site Placement Reports often Use Site Exclusion option frequently Monitor your daily budget to ensure your not missing opportunities21

Manually separate Content Network from Search Network

Create separate campaign for Content Network

If AD testing, switch Ad Rotation to ROTATE

Run Site Placement Reports often

Use Site Exclusion option frequently

Monitor your daily budget to ensure your not missing opportunities

THINGS TO ALWAYS REMEMBER Make sure all Landing Pages are still active and not removed (especially for dynamically generated urls such as Product pages and search results pages) Look at your analytics to see what “search queries” are being typed in. Look at your internal search engine for keywords Always tweak your keyword groups and look for low CTR% and impressions.22

Make sure all Landing Pages are still active and not removed (especially for dynamically generated urls such as Product pages and search results pages)

Look at your analytics to see what “search queries” are being typed in.

Look at your internal search engine for keywords

Always tweak your keyword groups and look for low CTR% and impressions.

Thank You! Trellian Keyword Discovery OFFER! Get 20% OFF Discount & FREE 20 Minute Tutorial www.igesso.com/KeywordDiscovery Greg Meyers– Founder, iGESSOInternet Marketing Phone: (610) 827-0121, Email: greg@igesso.com Website: http://www.igesso.com Blog: http://www.semgeek.com DOWNLOAD ALL MY PRESENTATIONS: www.igesso.com/SearchCamp

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