DAY CAMP Today’s Quick Win: Intro To Paid Search in 30 Minutes

DAY CAMPToday’s Quick Win:

Intro To Paid Searchin 30 Minutes

Meet our guests!

@fortinDrew Fortin

Marketing Manager

@cunninghamkellyKelly CunninghamInbound Marketing

Consultant

@briggsnhMike BriggsVP Search at

Website Publicity Group

5 Week Paid Search Webinar Series

• 7/13 | Intro to Paid Search• 7/20 | How to set up a Google Adwords Account• 7/27 | Campaign Management w/ Adwords Editor• 8/2 | Performance Metrics & Optimization• 8/10 | Advanced Tactics (Q&A Panel)

Housekeeping

A recording of today’s webinar, as well as the following resources will be posted to camp.hubspot.com:

1. Intro To Paid Search In 30 Minutes blog post on camp.hubspot.com/blog

2. Paid Search Resources and Education

Today’s Goal & Agenda

GOAL: Provide you with an overview of marketing with paid search in 30 minutes

AGENDA: For the next 30 minutes, we will walk you through the following items:

• What is paid search?• How it works?• How can you benefit?

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WHAT ISPAID SEARCH

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Paid search – “A type of contextual advertising where website owners pay an advertising fee, usually based on click-throughs or ad views to have their Web site search results shown in top placement on search engine result pages.” – webopedia.com

OrganicSearchResults

Paid Links

PaidLinks

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You gotta

pay to playFlickr Photo Credit: Juophoto

Content Network

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HOW SHOULDYOU USE IT

Test Landing Pages & Offers

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Testing Landing Pages & Offers

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Finding New Keywords

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Get In The Game

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Sometimes this is just as good.

17Flickr Photo Credit: Images_of_Money

Compliment Inbound Marketing Efforts

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HOW IT WORKS

Elements of Paid Search

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tennis shoesbest tennis shoesdiscount tennis shoesred tennis shoes

Keywords

Ads

LandingPages

Pay Per Click (PPC)

21Flickr Photo Credit: Darren Hester & Juophoto

Auction Style Bidding

22Flickr Photo Credit: auction-cars.net

Get In The Game

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$5.00 $4.50$3.75$3.00$2.50$2.25

$2.50 $2.45$2.40$2.35$2.30$2.25

Keyword Match Types

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Exact

Phrase

Broad

[red mens tennis shoes with velcro]

“mens tennis shoes”

mens velcro shoes

Account Structure = Efficiency

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tennis shoesbest tennis shoesshoes for tennisred tennis shoes

CampaignAd Group Keywords

Tennis ShoesShoes

walking shoesblack walking shoesmens walking shoeswalking shoes for women

Walking Shoes

red polo shirtgolf polo shirtpolo shirt for golfbutton down polo shirt

Polo ShirtsShirts

Ad Copy

Account Structure = Efficiency

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tennis shoesbest tennis shoesshoes for tennisred tennis shoes

CampaignAd Group Keywords

Tennis ShoesShoes

walking shoesblack walking shoesmens walking shoeswalking shoes for women

Walking Shoes

red polo shirtgolf polo shirtpolo shirt for golfbutton down polo shirt

Polo ShirtsShirts

Ad Copy

$300/day

$200/day

$500/day

Ad Copy (25, 37, 35, 35)

TitleDisplay URLDescription 1Description 2

http://www.hubspot.com/the-science-of-blogging/? utm_medium=cpc&utm_source=Google-PPC&utm_campaign=search+blogging&utm_content=Blogging+For+Business&utm_term=blogging%20for%20business

Destination URL

Common Metrics

Impressions

Clicks

Conversions

ClickThroughRate

ConversionRate

Cost

CostPerClick

CostPerAcqu.

% % $ $

Always Go For Quality (Score a 10!)

Quality Score Factors:

Historical clickthrough rate of keywords and ads

Your account history (ALL keywords and ads EVER)

The historical CTR of the display URLs in the ad group

Landing page quality and relevance

Keyword relevance to the ads in its ad group

Keyword & matched ad relevance to specific search query

Account performance in geo region where ad is shown

Other relevance factors

Paid Search In One Minute

PPC bidding

Account structure is critical

Go for quality and save $$$$$

Easy to waste money

Compliment inbound marketing

You don’t have to go it alone

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Useful Paid Search Resources

o http://www.ppchero.com/o http://searchengineland.com/o http://searchenginewatch.com/o http://adwords.blogspot.com/o http://adwords.google.com/support/o http://www.seroundtable.com/o http://www.alexlcohen.com/search-marketing/2009/01/05/26-u

seful-paid-search-blogs/

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5 Week Paid Search Webinar Series

o 7/13 | Intro to Paid Searcho 7/20 | How to set up a Google Adwords Accounto 7/27 | Campaign Management w/ Adwords Editoro 8/2 | Performance Metrics & Optimizationo 8/10 | Advanced Tactics (Q&A Panel)