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From SMX East 2013 - Boot Camp Paid Search Advertising Fundamentals by Matt Van Wagner of FindMeFaster. #SMX #13A
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Paid Search FundamentalsMatt Van Wagner
@mvanwagner#smx #11D
New York, New York 01-Oct-13© Copyright 2013. Find Me Faster Nashua, NH. All Rights Reserved.
Why I Love PPC
New Business Opened
Aug-07
Goal: Get people in store
One Month Later:
124K Ad Impressions
300+ Qualified Visitors
to Site
Cost - $185
Sales:
3 mos. ahead of projections!
Why I Love PPC
Shows only to these
people !!!!
This Simple Ad…
Why I Love PPC
Investment in PPC Ads is measurable.
Why I Love PPC
PPC Allows You More Control over Messaging
Get going quickly.
Discover what words convert.
Manage risk of algorithm changes.
Predictable, dependable flow of traffic.
You write the ads that appear.
You determine what pages visitors first land on.
Shows you what keywords convert !!!
PPC and SEO are Complementary
Paid Search Overview
Keywords:
Ads:
Words & phrases that trigger ads to show
Really, really, short text (or graphic) sales pitches.
Landing
Pages:The pages you want people to see when they click
on 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 spend 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.
Search Engines
User enters a search query into a search box.
Mental Mode: Active. Seeking information.
Sites That Accept Ads
User does not type in a query.
User encounters ads
while doing something else.
Mental Mode: engaged, passive.
Google Search Ads
Bing Search Ads
Bing Search Ads
YAHOO! Search Ads
Display Ads
Ads appear on related site, which
ideally are closely related to the
content you are reading.
More Display Ads
Search vs. Display Networks
They work differently, so manage them seperately.
Search vs. Display Network
Do not accept the default setting that combines search and
display together.
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
Geographic Targeting
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.
Demographic Targeting
With Bing Ads, you can bid more for your best demographic segments.
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
How Search Engines Work
YouSearch
EngineAdvertiser
Schumann DichterliebeSchumann Dichterliebe CD
What is Best Ad Position?
In general, the higher your ads appear, the more
clicks you get and the more you pay.
Your Keywords & Max Bids
User Search Query:
Blue Widgets
Red Widgets £.10
Blue Widgets £.10
Blue Green Widgets £.10
Blue WidgetsBuy 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:
…this would be a great set of answers.
Ads Competing
Against Each Other
On a search for the color blue…
What Search Engines Want
£ 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.
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
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 Bid1.8 1.21.5 .95 .90
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 Bid1.8 1.21.5 .95 .90
£ .10
£ .96
£3.18
£4.81
£1.68
Lesson:
Write relevant ads and select
relevant keywords.
Bid reasonably.
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.
Campaign
Ad Group
Ad 1
keywords
keyword1
keyword2
keyword3
keyword4
.
.
Ad 2
Landing Page
Structure of a PPC Account
About Keywords
Keywords vs. Search Queries
Keywords = what you bid on
Search Queries = what users type into a search box
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
Close Variants
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
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
wedding cake maker Chelsea “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
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
birthday cakes wedding cake MAYBE
pictures of wedding cakes wedding cake YES
wedding cup cakes wedding cake YES
cakes 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
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.
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
Organise Keyword Lists
Pull them into smaller, tighter groups:
Labradorslabrador puppies
labradors
black labs
golden lab
chocolate labrador
brown labradors
black lab puppies
black labs
Shepherdsshepherds
german shepherds
shepherd dogs
pure-bred shepherds
Retrieversgolden retrievers
golden retriever
retreivers
Pugspug dogs
pug dog
pugs
Keyword Tools
Search Engine Tools
Google: Search Based Keyword Tool
Microsoft: Microsoft Advertising Intelligence
Competitive Analysis Tools – Ads & KeywordsAdGooroo SpyFu
Keyword Spy WordTracker
Ispionage
Keyword Manipulation Tools
Rapid Keyword Permutator
WordStream Microsoft Excel
SEOBook
Rapid Keyword Software
This tool will save you hours in text manipulations
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?
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.
What are you selling?
What are they really buying?
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?
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.
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.
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 HeadlinesFind. Compare. Save.
New. Improved. Easiest. Top-Rated.
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.
Ads Designed to Filter Clicks
- Many words have more than one meaning (homonyms).
- Clearly identify purpose and intent of your ad.
- You’ll get fewer clicks, 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
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%
Graphical Ads
Image Ads Video Ads
Mobile Ads
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
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
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
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.
Landing Pages
Landing Pages
Landing Pages
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
Resources
• Books
– Advanced Google AdWords
by Brad Geddes
– http://www.advancedadwordsbook.com/
• Newsletters
– SearchEngineLand.com
– SearchEngineWatch.com
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
Thank You!
Matt Van Wagnermatt@findmefaster.com
@mvanwagner#smx #11D
New York, New York 01-Oct-13© Copyright 2013. Find Me Faster Nashua, NH. All Rights Reserved.
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