Published on March 13, 2014
Paid Search Fundamentals Matt Van Wagner @mvanwagner #smx #13B
Why I Love PPC Opening New Business Goal: Get people in store One Month Later: 124K Ad Impressions 300+ Qualified Visitors to Site Cost - $185 #smx #13B @mvanwagner
Why I Love PPC Shows only to these people !!!! This Simple Ad… #smx #13B @mvanwagner
Why I Love PPC Investment in PPC ads is measurable& scalable. #smx #13B @mvanwagner
Why I Love PPC PPC Allows You More Control over Messaging Get going quickly. Discover what words convert (in a “not provided” SEO world). Manage risk of algorithm changes. Predictable, dependable flow of traffic. You write the ads that appear. You determine what pages visitors first see. Shows you what keywords convert !!! PPC and SEO are Complementary #smx #13B @mvanwagner
#smx #13B @mvanwagner What is Google?
World’s Favorite Search Engine #smx #13B @mvanwagner •Reach Audiences Worldwide • Any Country • Any Language • 20+ Billion searches/mo. worldwide • 67% of all U.S. searches are powered by Google
Google Search Ads #smx #13B @mvanwagner
More than just Google.com #smx #13B @mvanwagner • Google search powers many web properties • Google is default search engine for AOL, Ask, Google Maps and Internet Service Providers (ISPs) such as Xfinity, Earthlink, Verizon and many others. • Where ever Google provides search results, they can also place ads.
More than just Text Ads #smx #13B @mvanwagner Google places banner and rich media ads across the internet. • Internet users spend 95% of their time browsing /reading website content. • Google’s display ad network reaches 2 Million+ websites, videos, & mobile apps around the world.
Google AdWords #smx #13B @mvanwagner A Powerful, Global Online Advertising Platform •Puts Full Control into Your Hands! • Creating Ads • Budgeting • Scheduling • Targeting • Reporting
This is Bing #smx #13B @mvanwagner
This is Yahoo! #smx #13B @mvanwagner
The Yahoo! Bing Network #smx #13B @mvanwagner Microsoft & Yahoo! Formed a Search Alliance (Jul-09) Microsoft’s Bing Search Powers Bing and Yahoo! Organic and paid search results Microsoft’s Bing Ads Unified ad serving platform to manage campaigns on Yahoo! and Bing. ** Display ads not included in the alliance.
Huge Search Market #smx #13B @mvanwagner Unique Searchers Unique searchers on the Yahoo! Bing Network. Yahoo! Bing Network unique searchers that don’t use Google. In the U.S. 5.6 Billion searches monthly; roughly 1/3 of all U.S. searches. 163 Million unique searchers 54 Million searchers who are not using Google Wordwide 489 Million unique searchers 94 Million who do not use Google!
Your Ads Reach Here #smx #13B @mvanwagner
And Here… #smx #13B @mvanwagner
Bing Ads #smx #13B @mvanwagner Puts Full Control into Hands of Advertisers! • Creating Ads • Budgeting • Scheduling • Geo-Targeting • Reporting • Plus…. Easy Import from Google AdWords
Paid Search Overview Keywords: Ads: Words & phrases that trigger ads to show Really, really, short sales pitches in text or images. Landing Page: The first page people see after they click your ad. Process: Managing all of the above Tracking results, conversions, return on ad spend. Testing, improving, tools & resources Bids: How much you are willing to pay to show your ads, get clicks & conversions. Conversions: Actions taken by your visitors that you want to track such as leads, orders, downloads, phone calls. #smx #13B @mvanwagner
Geographic Time of Day / Day of Week Demographic Device Types & Browsers Behavioral Targeting Options
Where you have an Advantage…Exploit it! Improve Ad Position & ROI Bid By Time zone Target Areas by Language Choose Your Battle zones Geographic Targeting #smx #13B @mvanwagner
Geographic Targeting #smx #13B @mvanwagner
Time & Day Targeting Note: Ad scheduling works differently on Google AdWords vs Bing Ads. Bing Ads: Scheduling time is based on where user encounters the ad. Google AdWords: Time is based on AdWords account location. #smx #13B @mvanwagner
Demographic Targeting With Bing Ads, you can bid more for your best demographic segments. #smx #13B @mvanwagner
How Do Paid Search Engines Really Work? ● How does an ad get selected? ● Does the highest bid always get the top spot? ● How much does it cost to show my ad? ● What is the best ad position? Paid Search Auctions #smx #13B @mvanwagner
How Search Engines Work You Search Engine Advertiser Schumann DichterliebeSchumann Dichterliebe CD #smx #13B @mvanwagner
What is Best Ad Position? In general, the higher your ads appear, the more clicks you get and the more you pay. #smx #13B @mvanwagner
Your Keywords & Max Bids User Search Query: Blue Widgets Red Widgets £.10 Blue Widgets £.10 Blue Green Widgets £.10 Blue Widgets Buy blue widgets today. Free next-day shipping. www.widgetworld.com/bluewidget In Your Perfect World... You're a Winner!!! CPC = £.10 or less! Your Ad Your Site: #smx #13B @mvanwagner
…this would be a great set of answers. Ads Competing Against Each Other On a search for the color blue… What Search Engines Want #smx #13B @mvanwagner
£ 3£ 1 £ 2 £ 4 £.25£10 £ .30 £ 6 If highest bid determined ad display… What Advertisers Want Ads Competing Against Each Other on Bid Price …results may not be quite as relevant. #smx #13B @mvanwagner
Quality Scoring and Ad Ranking ● Relevancy: Relationship of Keywords Ads Landing page The nature of the click ● Historical Performance (CTR): Keywords Keywords + Ads in combination Ad groups, campaigns, account ● Max Bid Price A Hybrid Solution #smx #13B @mvanwagner
Who Wins the Top Spot? £ 3£ 1 £ 2 £ 4 £.25£6 £ .30 £ 5 .95 .90 .30 .30 .10 .25 .80 .95 Lets Say Quality Scores look like this AD RANK = QS x Max Bid 1.8 1.21.5 .95 .90 #smx #13B @mvanwagner
What Do They Pay? £ 3£ 1 £ 2 £ 4 £.25£6 £ .30 £ 5 .95 .90 .30 .30 .15 .25 .80 .95 Lets Say Quality Scores look like this AD RANK = QS x MAX Bid 1.8 1.21.5 .95 .90 £ .10 £ .96 £3.18 £4.81 £1.68 Lesson: Write relevant ads and select relevant keywords. Bid reasonably. #smx #13B @mvanwagner
Getting Started What is the primary goal of your campaign? ● Leads, sales, brand building? How do you define success? ● Online vs. offline sales conversions. ● Steps on the path towards sales conversion. Measure real world actions, not just CTR or CPC! How do you measure success? ● AdWords and adCenter conversion tracking. ● Web analytics (Google Analytics, Omniture, Coremetrics, Hitslink, etc). ● How much the phones are ringing. ● Total company sales and profits increasing. #smx #13B @mvanwagner
Campaign Ad Group Ad 1 keywords keyword1 keyword2 keyword3 keyword4 . . Ad 2 Landing Page Structure of a PPC Account #smx #13B @mvanwagner
About Keywords Keywords vs. Search Queries Keywords = what you bid on Search Queries = what users type into a search box #smx #13B @mvanwagner
Keyword Match Types Match types control how closely your keywords match with a user’s search query: Broad Match: Very loose matching – tons of traffic Broad Match Modifier: Loose, more control – lots of traffic Phrase Match: Tighter matching - Less traffic Exact Match: Tightest matching - Least traffic Negative Match: Prevents matches – restricts traffic #smx #13B @mvanwagner
Close Variants #smx #13B @mvanwagner
Exact Match Match Type Exact Syntax [word1 word2] What it matches to: Queries with only those words Queries with exact word order Optionally: Plurals, close variants User Search Query: Your keyword is: Will it Match? wedding cake [wedding cake] YES wedding cakes [wedding cake] YES white wedding cake [wedding cake] NO wedding cup cake [wedding cake] NO #smx #13B @mvanwagner
Phrase Match Match Type Phrase Syntax “word1 word2 word3” What it matches to: Queries with those words together Queries in that word order Optionally: Plurals, common misspellings, very close matches User Search Query: Your keyword is: Will it Match? wedding cake “wedding cake” YES Chelsea wedding cake maker “wedding cakes” YES gluten-free cakes weddings “wedding cakes” NO wedding cupcake “wedding cakes” NO weeding cake “wedding cakes” MAYBE bridal cake “wedding cakes” PROBABLY NOT #smx #13B @mvanwagner
Broad Match Match Type Broad Match Syntax word1 word2 word3 What it matches to: Queries with those words in any order Synonyms search engines believe could be relevant Session-based matches User Search Query: Your keyword is: Can it Match? wedding cake wedding cake YES cakes wedding cake MAYBE pictures of wedding cakes wedding cake YES wedding cup cakes wedding cake YES yellow cake wmd wedding cake YES hemarroid cream wedding cake YES
Broad Match Modifier Match Type Broad Match Keyword Syntax +word1 +word2 word3 What it matches to: Queries containing those words in any order Queries must contain word(s) with the + sign Optionally: Plurals, close variants User Search Query: Your keyword is: Will it Match? wedding cake +wedding +cake YES birthday cakes +wedding +cake NO pictures of wedding cakes +wedding +cake YES wedding cup cakes +wedding +cake YES cakes +wedding +cake NO hemarroid cream +wedding +cake NO #smx #13B @mvanwagner
Negative Match Match Type Negative Match Keyword Syntax -word, or –word1 word2 word3 What it excludes: Queries containing that literal word If you want to exclude plural, add it additionally Optionally: Exact & Phrase match negatives available on Google User Search Query: Your negative keywords are: Will it prevent the match wedding cake -wedding YES birthday cakes -wedding NO pictures of wedding cakes -wedding YES wedding cup cakes -wedding YES cakes -wedding NO hemorrhoid cream -wedding NO
Building Keyword Lists Start with your own brain ● What words / phrases describe what you are promoting? ● What words do other people use? ● Synonyms, misspellings. ● Words that will bring the wrong people to you. ● Start with keywords that use 2 or 3 word in them ● Absolutely use your own brand names. #smx #13B @mvanwagner
Create Keyword Lists shepherds german shepherds shepherd dogs pure-bred shepherds labrador puppies labradors black lab puppies black labs golden lab chocolate labrador brown labradors black lab puppies black labs retreivers pug dogs puppies small pet dogs lassie dogs collies poodles toy poodles shitzo mutts weiner dogs irish retriever sheep herding dogs pure bred dobermans pit bulls vietnamese pot belly pigs dalmations dalmation puppies dalmation pups golden retrievers golden retriever #smx #13B @mvanwagner
Organise Keyword Lists Pull them into smaller, tighter groups: Labradors labrador puppies labradors black labs golden lab chocolate labrador brown labradors black lab puppies black labs Shepherds shepherds german shepherds shepherd dogs pure-bred shepherds Retrievers golden retrievers golden retriever retreivers Pugs pug dogs pug dog pugs #smx #13B @mvanwagner
Keyword Tools Search Engine Tools Google: Search Based Keyword Tool Microsoft: Microsoft Advertising Intelligence Competitive Analysis Tools – Ads & Keywords AdGooroo SpyFu Keyword Spy WordTracker Ispionage Keyword Manipulation Tools Rapid Keyword Permutator WordStream Microsoft Excel SEOBook #smx #13B @mvanwagner
Rapid Keyword Software This tool will save you hours in text manipulations #smx #13B @mvanwagner
Write Great Ads Note the Variety of Copy Styles: 1st Person story. Trusted Authority – “Uses Quotes” Price Appeal Convenience - Call 800 # Get Information – Medical Alert Guide We’re different from “Them” Which of these is the Best Ad? #smx #13B @mvanwagner
Who are you selling to? Who are you talking to? Who buys? Who influences? Who is it actually for? What motivates them? Speak directly to one of these people. #smx #13B @mvanwagner
What are you selling? #smx #13B @mvanwagner
What are they really buying? #smx #13B @mvanwagner
Features: Timer, Easy to Use, Discount, Affordable Free Shipping Benefits: Organize pills better Take charge of your health Keep parents well connected Are you selling what they're buying? #smx #13B @mvanwagner
Stress Benefits, Not Features Feature Benefit Creative Benefit Vibrating Watch Alarm Get pill reminders even if you have trouble hearing. Vibrating pill reminder. Works even when Mom’s TV is blaring away. Vibrating pill reminder works even if Dad’s hearing aid is off. #smx #13B @mvanwagner
Tips for Writing Great Ads Switch from your Left Brain to you Right Brain Go for a walk Sing a song Laugh Doodle · Do not start writing ads in Excel spreadsheets! · Start with story-telling. Talk out loud. · Try a “non-verbal zero draft” · Go listen to your sales team at work. #smx #13B @mvanwagner
Writing Great Ads Headlines Use keywords in the headline when possible. Write dozens of headlines, till you find ones you like. Key Headline Concepts Save You Money. Save You Time. Improve Your Life. Great Words to Use in Headlines Find. Compare. Save. New. Improved. Easiest. Top-Rated. #smx #13B @mvanwagner
Writing Great Ads Ad Copy Use your keywords in the body copy, too, but don’t stuff. Same Key Concepts as Headlines Save You Money. Save You Time. Improve Your Life. Try full sentences. Use idioms only when appropriate Avoid gimmicks and overly-idiomatic expressions. #smx #13B @mvanwagner
Ads Designed to Filter Clicks - Many words have more than one meaning (homonyms). - You need to clearly identify purpose and intent of your ad. - You will have fewer clicks, and lower CTR, but you’ll get more of the right clicks. Home Care for Elders Need help with in-home care for an elderly loved one? Call us. www.home-care.com California Home Care Experienced with all aspects of home care. Call us Today! www.home-care.com California #smx #13B @mvanwagner
Evaluating Ad Performance Which of these Ads is performing better? Lessons: Be wary of small samples sizes. Measure against conversions, not just click-through rates (CTR). Conversion Rate: 10.5% Conversion Rate: 2.5% #smx #13B @mvanwagner
Graphical Ads Image Ads Video Ads Mobile Ads #smx #13B @mvanwagner
Bidding & Budgeting Options Bidding Cost Per Click (CPC) Cost Per Conversion (CPA) aka cost per action/acquisition Cost Per Thousand Impressions (CPM) Budgeting Daily, Weekly or by Campaign #smx #13B @mvanwagner
How Much is a Click Worth? How much is a Visitor (click) worth? What is your site conversion rate now? What is your offline close ratio? How does that translate to revenues? Clicks 20 Conversion % 5% Cost Per Conversion (CPA) $ 5.00 #smx #13B @mvanwagner
How Much is a Click Worth? How much can you afford to pay for each click? Cost per Click (CPC) $ .25 Clicks 20 Conversion % 5% Cost Per Conversion (CPA) $ 5.00 Target MAX Bid CPC = CPA / Clicks #smx #13B @mvanwagner
Landing Pages Lobster Bisque? Master the basics. Get fancy later. Any page can be a landing page Use properly built webpages: Include Title, Description, Alt Tags, and spider-able body copy. Get users quickly to what they want: no more than 1 - 2 clicks. #smx #13B @mvanwagner
Landing Pages #smx #13B @mvanwagner
Landing Pages #smx #13B @mvanwagner
Landing Pages #smx #13B @mvanwagner
Better PPC Every Day • Process Creates Sustainable Advantage – Its not just about keywords, ads, bids – Plan on working in a disciplined manner • Use Systems-Level Thinking – Align campaign goals with larger company goals. – Increase sales, not visitors • Track Performance and Make Adjustments – Be methodical, measure and test everything you can – Don’t react too quickly, but don’t get analysis-paralysis • Set Good Goals and work towards them #smx #13B @mvanwagner
Resources • Books – Advanced Google AdWords by Brad Geddes – http://www.advancedadwordsbook.com/ • Newsletters – SearchEngineLand.com – SearchEngineWatch.com #smx #13B @mvanwagner
Resources • Books – Winning Results with Google Adwords by Andrew Goodman – Pay-Per-Click Search Engine Marketing in an Hour A Day by David Szetela & Joe Kerschbaum with Michael Flores #smx #13B @mvanwagner
Matt Van Wagner @mvanwagner #smx #13B Thank You!
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