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KEYS TO SEARCH ENGINE MARKETING SUCCESS
| QUALITY SCORES | KEYWORD RESEARCH | LANDING PAGES | AD TESTING |
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
QUALITY SCORE OVERVIEW
•Quality Score - Google’s opinion of how relevant your ads, keywords, and landing pages are to what people are searching for.
•Higher Quality Score = Better chance of ad success
•CPC is important, but Google weighs CPM (cost per thousand impressions) more heavily -- that’s where its revenue comes from.
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
• Past CTR of keywords and ads
• Relevance of your destination URL
• Keyword relevance
• How relevant a keyword is to your ad and what people are searching for
• Google’s perceived quality of landing pages• Geographic performance
• Performance of ads on different devices•Different scores for different devices
HOW QUALITY SCORE IS CALCULATED
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
Cost per Click
Top-of-Page Bid Estimates
Average Ad Positions
BENEFITS OF A HIGH QUALITY SCORE
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
CHECKING QUALITY SCORE
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
•“Bucket” your keywords-- group together by similarity and goals
•Utilize website analytics to discover which keywords you rank well for/are receiving traffic from and use them in your ads.
IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
•Examine Google’s generated titles and descriptions to find keywords that Google may be including in your titles/descriptions.
IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
ELEMENTS OF SUCCESSFUL LANDING PAGES
• Reaches the right person with the right message
• Gives information that satisfies the visitor’s desire (answers a question or solves their problem, etc.)
• Call-to-action and form clearly presented above the fold
• Strong headline
• Remove any unnecessary form fields
• PROVIDES INCENTIVE TO CONVERT
• Discount, download, contest, etc.
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
LANDING PAGE PLANNING AND IMPLEMENTATION
•Existing webpages can be used as landing pages as long as they are highly relevant to the search term.
Search Term
Coastal Carolina
football tickets
LANDING PAGE PLANNING AND IMPLEMENTATION
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
• Create/point to unique landing pages for each ad group/campaign• Determine your overall goal and type of conversion
Goal Measure of Success
Lead generation Number of submitted forms
Sales Revenue generated from page
Disseminate information Time on page/number of visits
Email sign-ups Number of email addresses gathered
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
CREATING EFFECTIVE ADS
•Determine highest value landing pages based on average value, per visit value, and number of transactions
•Use secondary dimensions to determine conversion keywords and use them to write ads that lead to your highest-value landing pages
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
•Sort by impression share and examine keyword ad triggers to determine conversion keywords
ONGOING OPTIMIZATION
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
•Delete under-performing ads and keywords to increase budget and impression share for successful ads and proven conversion keywords
•Create negative match keyword lists
•Continue monitoring successful organic keywords for inclusion into paid search
•Test multiple ad structures, keywords, and calls to action to determine successful combinations
ONGOING OPTIMIZATION
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
GARY HENDERSON
Interactivity Marketing
www.InteractivityMarketing.com
@GaryLHenderson@IMDigitalAgency
