The Future of Search

How to kick-start a successful paid search advertising program

Today

Ok, so today I’m going to cover:

•Overview •Planning•Building•Optimising

Sounds simple doesn’t it…

Overview

PPC is born - 1997www.Goto.com founded. It’s the world’s first Pay Per Click search engine.

At first there were tumble weeds… but in 2003 they were purchased by Yahoo for $2.2 Billion.

Google gets in on the act

In 2000 they rolled out Google Ads to just 350 advertisers.

Google Ads were heavily based on the GoTo.com & Overture.com model.

By 2002 they created a self serve platform to match Overture functionality.

In 2005‘Overture’ was rebranded to ‘Yahoo Search Marketing’ or YSM.

YSM Ads were shown on MSN.com & Yahoo.com

Content networks beganGoogle AdSense launched…

2006 - Microsoft joined in

MSN adCenter was born.

In June 2006, the contract between Yahoo and Microsoft had expired, so they had to do something to fill the gap.

2006 – Google bought YouTube

Cost?

$1.65 Billion

Today, YouTube is the world’s second biggest search engine and it makes a lot of money from advertisers (about $4 Billion Per Annum)Good move Google!

Today

In Australia its:

Google Ads with approx 90% market share and YSM with about 3 – 5% market share.

Today

Google AdWordsGoogle AdWords has evolved into a BIG product. Your Advertising options include:•Text Ads •Banner Ads•Video Ads•Mobile Ads•Remarketing Ads

• Google Image Search Ads

• Google Product Ads

• Google Places Ads

Google Remarketing

I always get asked this, so just to explain…

Planning

Planning is key

No matter what platform you use; Google, Bing, YSM, PLEASE plan first.

Right message, right time, right person, right place = $$$.

Planning a campaignAnswer the following questions:

•“What do I want to advertise?”•“Where are my customers?”

and most importantly

•“How much can I afford to spend on clicks to earn each sale?” (ROI)

Planning a campaign - HolisticTake a holistic view too, it’s not just about the campaign you build within your AdWords Account

AdWords has a system called the AdWords, ‘Quality Score’.

This is a score between 1 and 10 assigned by Google to each keyword in your account. Higher is better.

Planning a campaign – Quality ScoreKeyword Quality Scores are mainly influenced by:

•The landing page relevance to your Ads and your keywords

•Keyword relevance in your Ads

•The Click Through Rate on your Ads.

Planning a campaign – Quality ScoreCritical Tip!

Optimise your landing pages for the keywords you’re bidding on.

Think about people and what they’d expect/want to see when they click your Google Ad.

Do not create Campaigns and send everyone to your home page!

Planning a campaign – structureCampaign: Brand

AdGroup: Brand & MisspellsCampaign: Women’s Ugg Boots

AdGroup: Women’s Ugg BootsAdGroup: Women’s Tall Ugg BootsAdGroup: Women’s Mid Ugg BootsAdGroup: Women’s Fashion Ugg Boots

Campaign: Men’s Ugg Boots AdGroup: Men’s Ugg BootsAdGroup: Men’s Tall Ugg BootsAdGroup: Men’s Mid Ugg BootsAdGroup: Men’s Fashion Ugg Boots

Campaign: ProductsAdGroup: Product 1AdGroup: Product 2AdGroup: Product 3

Building

Building a campaign - StartingIf you’re a beginner, start ‘lean’ and begin with a simple text Ad just showing on Google Search Engine results:

Building a campaign - Starting

Building a campaign - Starting

Building a campaign - CampaignYou can change the name later if you want…

AdGroup settings

Next, build your first AdGroup & Google Ad!

Keywords

Keyword research tips• Use Google’s suggested search terms for keyword

research – people use this a lot. People are lazy.

Keyword research tips• Try using Google’s keyword tool… (but trust me,

suggested search is better)

Anyway… You’re done.You’ve just created your first simple Google Ad and within about 10 minutes you’ll see impressions and (hopefully) clicks on your Ad.

Congratulations.

Google Display AdsGoogle Display Network (GDN) has over 1 Million Partner websites you can show your ads on.

Contextually & Managed.

Example:

Google Display Ads

Google Display AdsYour Text Ads can also show up around Gmail, and thousands of blogs, forums news sites etc.

Banner Ads show up everywhere too, from YouTube, slideshare.com and blogs to forums etc…

Great for Branding, but also sales…

Google Display AdsTo create Display Ads its pretty much the same process as creating text ads but instead of selecting ‘Search Network Only’, create a new Campaign which only targets ‘Display Network Only’.

Google Display AdsName this Campaign; “Women’s Ugg Boots – Display” – you’ll have more control over daily budgets, geographic targeting etc...

Google Display Ads – Banner creation

Conversion Tracking - ROI

Knowing how much you’re spending and how much you’re making is kinda useful I reckon.

Luckily Google AdWords makes figuring this out reasonably easy.

Conversion Tracking - ROI

Conversion Tracking - ROI

To set this up in your account (…and it’s a very similar process in YSM and Bing Ads – remember them?), …click the ‘Tools and Analysis’ Tab:

Conversion Tracking - ROI

Click + New conversion…

Conversion Tracking - ROI

Conversions can be things like successful form submissions, a purchase, a newsletter sign ups etc etc.

Optimising

Ad Copy

Writing Effective Google Ads isn’t easy and takes some practice.

•25 Characters Heading•35 Characters Description 1•35 Characters Description 2•35 Characters Display URL

Ad Copy

1.Try and get your USP as a benefit into your Ad

Olay: “You get younger-looking skin”Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”FedEx: “When your package absolutely, positively has to get there overnight”

Ad Copy

2. Include your keywords & USP.

AdWords Editor

Tip, download AdWords editor. It’s a fully featured desktop version & much faster!

Keyword details

Keyword details

AdWords Ad Extensions

Tools

Tools & Resources

http://www.google.com/intl/en/adwordseditor/ AdWords Editor

http://adwords.blogspot.com.au - Google AdWords Blog

Questions?To contact me (Chris Thomas) personally

• E: Christ@reseo.com• T: @reseo

• P: 03 9415 2383• M: 0414 986 957

• W: www.reseo.com