Amazing Paid Search Tactics & Tools by Jennifer Slegg @ SMX Advance

Amazing Paid Search Tactics & ToolsJennifer SleggJenniferSlegg.com@jenstar

Jennifer Slegg JenniferSlegg.com @jenstar

Jennifer Slegg• Owner of JenSense• Blogs on search marketing at JenniferSlegg.com• Consulting for SEO, PPC, content marketing & content

monetization

• Twitter: @jenstar• Email: [email protected]



AdWords Targeting by Income

• Based on neighborhood incomes from IRS data.• Tailor ads to specific incomes. • Lower income look for deals and sales. • Higher income look for quality and service.

• http://3qdigital.com/featured/household-income-targeting-adwords-yup/


AdWords Targeting by Income• Lead Gen AdWords Campaign• Targets middle class• 3 weeks (May 14 – June 3)• No bid modifiers used based on income at this time


AdWords Targeting by Income

Courtesy Susan Waldes @suzyvirtual


AdWords Targeting by Income• Significantly higher brand searches by lower income (bottom

50%)• Possibly due to television campaign that reinforced branding• Also had highest CTR (11.33% CTR)

• Non-brand top 10% vs bottom 50% CPL is $20 different

• Only about 50% of searches could Google income target• Seemed to be equally split between Google and partners


Sitelinks

Shorter Sitelinks perform better (12 characters NOT 25)


Sitelinks• Things like ® and ™ can make it stand out

• For marketing, you CAN link to your Pinterest, YouTube, Instagram or Tumblr accounts.

• Don’t forget grammar 101


“Bending the Rules”• Watch competitive keywords to see what interesting tactics

are being used in competitive market areas.

• Payday loans• Car insurance• Loans• Mortgage• Credit cards• Mesothelioma

• Don’t break the TOS…. But ask your account rep if it is a beta test you can join.


Negative Keyword Campaigns• If you run a huge negative keyword list, run “the best of the

negatives” keyword campaigns at rock bottom PPC.

• Keywords with low conversions• Semi-targeted keywords• Negatives by location• Oops keywords

• Also gives a second look to any keywords that may have been added to negative keyword list accidently or by another PPC manager


Negative Keyword Campaigns• B2C market targeting parents

We chose 100 keywords in negative keyword list

• Keyword1 – 3.8% CTR; ROI higher than average• Keyword2 – 2.9% CTR; ROI higher than average• Keyword3 – 2.3% CTR; ROI average• Group of dozen or so 2.0%+ CTR

• However, there were some that performed >0.5% CTR that we removed quickly


Negative Keyword Campaigns• B2B tech market

We chose 85 keywords from negative list

• 1 keyword – 6% CTR with double average ROI• Now one of their best performing keywords

• 3 keywords – 2-3% CTR with average ROI

• Deleted the remainder and added back to negative list


Negative Keyword Campaigns• Why these keywords were in the negative list:

• Error in cut and paste

• “That is not how we refer to our product/market”

• Regionality errors (pop/soda/sodapop)


Vanity Campaigns• You know your ad copy works & converts

best BUT that stubborn owner who insistsHIS ad copy is better!

• Instead of banging your head against that wall, create a quick vanity campaign

• Select keywords (what “the boss” searches for when he wants to see his ad – fortunately, they are seldom the money ones)

• Geotarget as close to his office and home as possible


Mobile Design Flaws• Don’t believe a site is “mobile friendly”• Chrome mobile emulation tool• NEW tool from Google (May 2014)• Login to Google Webmaster Tools• Site must be verified• https://www.google.com/webmasters/tools/googlebot-fetch• Mobile: Smartphone; Mobile: XHTML/WML; Mobile cHTML

https://www.google.com/webmasters/tools/googlebot-fetch

https://www.google.com/webmasters/tools/googlebot-fetch


Mobile Design Flaws


Mobile Design Flaws• Change in Google’s natural search means if your organic

competitors are doing it wrong, paid ads can benefit more.


Quick List of Never Ever


Clickfraud prevention


Current Events Fail• Always add negative keywords based on current events or

disasters with content ads• Car ads on Paul Walker death articles• Cruise line ads on Costa Concordia disaster

• At best, they won’t get clicked• At worst, someone will report your ad showing up on an

inappropriate article as “news”


Survey Says….


And finally….


Jennifer Slegg• Owner of JenSense• Blogs on search marketing at JenniferSlegg.com• Consulting for SEO, PPC, content marketing & content

monetization

• Twitter: @jenstar• Email: [email protected]

Marketing

Amazing Paid Search Tactics & Tools by Jennifer Slegg @ SMX Advance