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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
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
