How To Spend Less and Sell More With Paid Search #EdgeBristol

Presenter: Mike Essex

HOW TO SPEND LESS AND SELL MORE WITH PAID SEARCHON THE EDGE BRISTOL 2012

MYTH # 1XYOU DON’T NEED PAID SEARCH IF YOU HAVE ORGANIC SEO

AVOID THESE GUYS

Panda Penguin

PEOPLE LOVE ADS

SPOT THE ORGANIC RESULT

Found it!

SPOT THE ORGANIC RESULT

PAID SEARCH NEEDS

In most cases

90% of clicks to a site

wouldn’t have been replaced if

PPC was off

YOUR BRAND IS VULNERABLE

YOUR BRAND IS VULNERABLE

That’s Not M&S!

MYTH # 2

THE DEFAULTSETTINGSARE IDEALFOR NEWACCOUNTSX

ENABLE ERROR MESSAGES

ENABLE ERROR MESSAGES

Go To My Account >

Notifications

DON’T TRUSTBROAD MATCH

Tennis Shoes

Red Tennis Shoes

Tennis Shoes For Men

Free Tennis Shoes

Red Tennis Shoes

Free Tennis Shoes

Running Shoes

Shoes For Tennis

Running Sneakers

Exact Match Phrase Match

Broad Match

USE NEGATIVE KEYWORDS

Tennis Shoes,

Shoes for Tennis,

Men’s TennisShoes,

Red,

Free,

Running,

Sneakers,

Sneaker,

Positive Keywords

Negative Keywords

ROTATE ADVERTSEVENLY

ROTATE ADVERTSEVENLY

Go To Settings >

Ad Rotation

TARGET LOCATIONSWITH SPECIFIC ADS

MYTH # 3

COMPANIESAT THE TOPPAY MORE THAN THOSEAT THEBOTTOMX

Average Position 1.8 (£1.49 CPC)

CLICK RATE CASE STUDY

Average Position 2.3 (£2.48 CPC)

Average Position 3.7 (£2.59 CPC)

Source: http://bit.ly/RfPPG6CPC

POSITION

Landing Page

Click Through

Rate

Account History

Relevancy Factors

Ad Relevancy

Keyword Relevancy

QUALITY SCORE

CLICK THROUGHRATE

Write more

appealing adverts

Use Ad Extensions / Sitelinks

Relate adverts to

keywords

ACCOUNTHISTORY

View your “Change History”

Remove poor performers

Test everything

RELEVANCYFACTORS

Target locations

you sell to

Only target devices your site works with

Adverts need to be relevant to landing page

ADVERTRELEVANCY

Make small, focused Ad Groups

Write adverts

specific to keywords

Split test adverts

KEYWORDRELEVANCY

Experiment with

different match types

Use negative keywords

Include keyword

on landing page

MYTH # 4

PAID SEARCHAND SEOARE NOTCONNECTEDX

“Search engine optimization affects only organic search results, not paid or "sponsored" results such as Google AdWords.” ~

Google Search Engine Optimisation Starter Guidehttp://www.howto.gov/sites/default/files/search-engine-optimization-starter-guide.pdf

“Search engine optimization affects only organic search results, not paid or "sponsored" results such as Google AdWords.” ~

Google Search Engine Optimisation Starter Guidehttp://www.howto.gov/sites/default/files/search-engine-optimization-starter-guide.pdfMYTH

Landing Page

Click Through

Rate

Historical Performance

Relevancy Factors

Ad Relevancy

Keyword Relevancy

QUALITY SCORE

Your PPC Landing Page is only as good as the On Page SEO you do to it

SEO TO PPC BASICS

Page Header /

Meta Title

Create a page for

each topic

Content /

Alt Tags

CRO TO PPC BASICS

Page Header /

Meta Title

Create a page for

each topic

Content /

Alt Tags

Include a

Call to Action

Keep content clear

and focused

Split test pages

CHOCOLATE, MALTESER, CHEESECAKE, SHORTBREADMA LOAF, SEOS KNOW ALTUMBS, HOW TO DO CREAM HOBNOBS, KEYWORD H, RESEARCH ICED BUNS WNIE SO LEARN TING Y YUM YUM, FROM THEM

SPY ON COMPETITORS

SpyFu tells you the keywords your competitors use and how they perform

SPY ON COMPETITORS

SpyFu Kombat shows how much your competitors are spending and on what

USE GOOGLE TOOLS

AdWords Keyword Tool and Opportunities Tab show new keywords

MINE YOUR DATA

If it converts well on Google Analytics (weighted search) add it to Paid Search

MINE YOUR DATA

If it sends a lot of traffic on AdWords target it with your Organic SEO

Positive Keywords

Negative Keywords

MAKE TWO LISTS

Positive Keywords

Negative Keywords

MAKE TWO LISTS

Like Santa!

USE BULK IMPORTS

AdWords Editor lets you set up lots of campaigns via an Excel export

EXPAND CAMPAIGNS

Use Find and Replace to quickly create keyword variations

GOOGLE ADWORDS API

SEOgadget AdWords API Extension lets you quickly pull data from AdWords (https://seogadget.co.uk/google-adwords-plugin-excel/)

MYTH # 5

THE DISPLAYNETWORKISN’T AS EFFECTIVEX

20%OF ADWORDS TRAFFIC IS VIA GOOGLE DISPLAY NETWORK(Source: http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising)

“Pictures of properties sell properties - the Google Display Network allows us to put forth these incredible photos and that's why GDN has been so successful for us.” ~

Nathan Blecharczyk, CTO & Co-Founder , Airbnb http://www.google.com/adwords/watchthisspace/case-studies/airbnb/

WHY ADVERTISELIKE THIS?

WHEN YOU COULD ADVERTISE LIKE THIS:

2 millionNIGHTS BOOKED (COMPARED TO 800,000)IN SAME PERIOD(Source: http://www.google.com/adwords/watchthisspace/case-studies/airbnb/)

MAKE IT PERSONAL

RETARGETED CUSTOMERS ARE

MORE LIKELY TO COMPLETE A

PURCHASE

70%

(Source: http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf)

MORE TIPS

FREEWhitepaperKoozai.com

THANK YOU FOR LISTENING

@Koozai_Mike

mike.essex@koozai.com0845 485 1262

CREDITS3 - http://doghalloweencostumesshop.com/item_121/Penguin-Dog-Costume.htm3 - http://www.buy.com/th/alphakey-products-costume.html

4 - http://www.wordstream.com/articles/google-ads

5 - http://www.thinkwithgoogle.com/insights/featured/search-ads-pause/

20 - http://www.stormmarketing.com/blog/wp-content/uploads/2010/12/Google-Quality-Score-Diagram.jpg

27 - http://www.howto.gov/sites/default/files/search-engine-optimization-starter-guide.pdf

45 - http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising

46 - http://www.google.com/adwords/watchthisspace/case-studies/airbnb/

51 - http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf