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Building Blocks For Paid Search Success
Welcome!
Jacob EhrnsteinSearch Marketing Specialist
Ryan NoonanSearch Marketing Specialist
About Our Team
We’re part of Volusion’s in-house client services team
Specialize in all areas of online paid advertising
Certified professionals
The Agenda for this Webinar
● Overview of paid search
● Setting realistic goals
● Paid search on Google AdWords & Bing
● The display network
● Comparison shopping
● How to succeed on social
What Is Paid Search?Quick definition and brief overview
● Paying to target customers on the internet
● A way to bring highly-qualified traffic to your site
● Data upon data
Benefits
○ Largest search engine
○ Display and Search Network
○ YouTube 2nd largest search engine
○ Great for ecommerce stores
○ Image and Text ads
● Bing/Yahoo
○ 3rd largest search engine
○ Less competitive than Google
○ Connect with additional customers who don’t use Google
○ Fine tuned targeting
○ Ads for Likes and Sales
○ Also less competitive than Google
○ Most popular social network
How to Set Goals for Success
● Set a defined, precise goal
○ Sales/revenue
○ New customers
○ Engaged traffic
● Use Google Analytics to measure traffic behavior
Bounce rates
Time on site
Pages per visit
● Expectations vs. reality
○ Don’t get deterred by lack of sales early into the campaigns
● Set a timeframe to measure success
Where to Start with a Budget
● Find the specific categories you want to target
● Use your budget to help define your goals
● Understand how your budget breaks down on a daily basis
● Budgets are flexible
Google & Bing The two main search engines!
● 65-68% Google, that number could be closer to 80% based on random surveys
● Google has largest reach with robust market share and large display network but is very competitive
● Bing offers a less competitive landscape and ads are also eligible to show on Yahoo/Bing networks
Let’s Get Started with the Building!
Paid Search Success The structure of paid search
● Account creation
○ Use a new or existing Gmail account
● Campaigns
○ Highest-level structure
○ Set your budget
○ Set the network you want to target
○ Set the location
● Budget
○ Set at the campaign level
○ Increase and decrease
○ Start small and work your way up
Paid Search Success The structure of paid search
Paid Search Success The structure of paid search
● Ad groups
○ Contained in campaigns
○ Relate to the theme of the campaign
○ Bids can be set for the group of keywords
at the ad group level
○ Adjust bids for device type
Paid Search SuccessThe structure of paid search
● Keywords
○ The queries, words or phrases that you choose
to target that will trigger your ads when searched
○ Good keywords vs. bad keywords
○ Match types
○ Keyword level bids
○ Negative keywords
More good keywords
nike lightweight running shoes, black nike running shoes, best nike running shoes, 2015 nike running shoes
More bad keywords
nike shoes, running shoes, discount running shoes, running shoe reviews, cheap running shoes
Paid Search SuccessKeyword match types
● Keywords
○ [exact match]
■ [Nike Running Shoes] - Nike Running Shoes
○ “phrase match”
■ “Nike Running Shoes” - Cheap Nike Running Shoes
○ +broad +modified +match
■ +Nike +Running +Shoes - Running Shoes Nike
○ broad match
■ Nike Running Shoes - Mens Running Shoes
Paid Search SuccessThe structure of paid search
● Ads
○ Use keywords from your ad group in your ads
○ Character limits
● Ad Extensions
○ Set at ad group or campaign level
○ Call extensions
○ Sitelink extensions
○ Callout extensions
○ Review extensions
○ App extensions
○ Location extensions
Remarketing
Remarketing It works!
● Target your customers on the web to stay top
of mind and increase your brand awareness
● Long buying cycle - big item purchase
● Repeat customers
● Stay ahead of the competition
● Lower CPCs
Remarketing Tag and audience lists
● Placing the tag on your site
● Creating audience lists
○ Shopping cart drop offs
○ Visitors of category pages
○ Visitors of certain products
● Lists require 100 active users within a 30 day period in order to show ads
● Exclusions
● https://support.google.com/tagassistant#topic=6000196
Remarketing Ads
● Have a variety of image sizes
● Keep them under 150KB (the max Google allows)
● Tailor the ads to the audience lists
○ Show shoe images to shoe lists
○ Possibly show a discount ad to shopping cart drop off customers
○ If taking a more broad approach (or if you don’t have the traffic for more specific lists),
show a branded image to an all visitor list
○ Have a button to click on in the ad! (Shop Now, Sale, etc.)
● Conversions vs. view-through conversions
The Display Network
The Display Network
● Comprised of sites that have opted into Google’s Display Network
○ Over 2 million display network sites that reach 90% of web users
○ Blogs, information sites, news sites
○ Ecommerce sites not typically opted in
○ Some examples include: Spotify, NYTimes.com, NFL.com, YouTube.com
The Display Network Why advertise on the display network?
● If there isn’t enough search volume for your brand, the display network is a great way
to show it across the web
● Create an enticing, designed image with your site name and logo for branding
● Target new customers with sophisticated targeting features provided by AdWords
The Display Network Targeting: Interests, Topics and Keywords
● Topics
○ Target certain types of sites based on topics
■ Cooking, home improvement, fashion, etc.
● Interests
○ Target people whose online behavior show they share a common interest
■ Fitness, sports, etc.
● Keywords
○ Target sites with certain keywords in the content
The Display Network Targeting: Placements and Demographics
● Choose specific sites for which you want to show ads
○ Can be more specific but more competitive
○ Visit the site first to check it out
● Demographics
○ Target customers based on age and gender
● Example: Want to target a male between 25-35 on NFL.com and show them
ads for certain sports-related products
Comparison Shopping
Comparison Shopping Feeds Google Shopping: the fastest growing space for ecommerce
● What exactly is Google Shopping?
● Benefits of Google Shopping
○ Image-based
○ Competitive prices drive traffic
○ Generally lower CPCs
○ Good for products with long-tail keywords
○ Ability to target all of your products
Google Merchant CenterHow to get started with Google Shopping
● Google Merchant Center - https://www.google.com/retail/merchant-center/
● Upload your product data
○ A file made up of list of products and attributes so products can be advertised
● Identify any data errors
● Key metrics to monitor: benchmark CPC and impression share
● Negative keywords
● Consider expanding to dynamic remarketing
Expanding to Other Shopping ChannelsMeet shoppers on the right channels
● Other comparison shopping channels to test
● These are all shopping-specific channels
● These channels attract traffic that is farther along in the buying cycle
Comparison Shopping Should you do comparison shopping?
● People are searching for exact products you carry on your website
● Your prices are competitive
● You carry hundreds or thousands of products
● Your products have detailed product descriptions
● Your products fall within Google Shopping’s acceptable Items
● Google Shopping is managed right within AdWords
Facebook Advertising for Success
Facebook Advertising What are some benefits?
● What is Facebook advertising?
● Benefits of Facebook advertising
○ Huge reach
○ Defined targeting
○ Niche audiences
○ Engage with customers
○ Great for branding
Facebook Advertising What kind of paid ads are available on Facebook?
● Traffic & leads for your website
○ Domain ad
○ Page post link
○ Multi-product
● Like & engagement for your page
○ Page like
○ Page post photo
○ Page post video
○ Page post text
● Visitors for your store or event
○ Event
○ Offer
Facebook Advertising Where do you start?
● Grow your Facebook page followers
○ Allows you to gain more demographic information
○ GIves you the opportunity to engage with new followers through non-paid posts
● Engage with similar audiences who have already liked your page
○ Marketing to the friends of people who have liked your page
Facebook AdvertisingIs Facebook Advertising right for your store?
● Stores that are in a small niche or type of lifestyle
● You want to promote created content from blog or other social platforms
● Engage with customers and learn what they like
● You want the ability to tap into Facebook’s extensive demographic information
A Quick Recap Overview of paid advertising
● How to set expectations that will lead to success
● Defined key terminology and best practices for paid search
● Reviewed strategies that will help grow your remarketing & display campaigns
● Google Shopping & how to get setup on one of ecommerce’s fastest growing channels
● Facebook Advertising to grow your community and increase sales
Some Additional Resources
Google Analytics Webinar:
http://www.volusion.com/ecommerce-blog/articles/watch-volusions-google-analytics-webinar/
Mini Webinar: Why Pay for Traffic to Your Online Store:
http://www.volusion.com/ecommerce-blog/articles/why-pay-for-traffic-to-your-online-store/
PPC Advertising Tips For Local Businesses:
http://www.volusion.com/ecommerce-blog/articles/local-ppc-tips/
Google Ad Ranking: Factors You Can & Can’t Control:
http://www.volusion.com/ecommerce-blog/articles/google-ad-ranking-factors-can-cant-control/
Google AdWords Help:
https://support.google.com/adwords/?hl=en#topic=3119071
PPC & Shopping Feeds Promotion!
During the month of May:
Free setup with 3 month PPC or Shopping Feeds purchase
Call 1-877-591-7006
or
Email: [email protected]
Q & A Ask Any Questions about Online Paid Advertising
