35PRESENTED BY
ZACH MORRISONVICE PRESIDENT OF ELITE SEM
PAID SEARCHOPTIMIZATION TECHNIQUES
ABOUTZACH
Vice President & Director of SEM
Adjunct Professor at NYUTeaching Courses on SEM,Internet Marke6ng & SEO
Google & MSN Cer>fied Professional
SEGMENT, SEGMENT, SEGMENT!
OPTIMIZATION TECHNIQUES35
Don’t target desktops, mobile devices, & tablets in the same campaign – SEPARATE THEM!01
X All available devicesLet me choose...
CREATE SEPARATE CAMPAIGNS FOR BROAD & EXACT MATCH KEYWORDS – OKen Lmes, you will find exact match keywords perform beSer, so you want to have the opLon to limit the money spent on broad match keywords andallocate as much as possible to exact match.
02SEGMENT, SEGMENT, SEGMENT!
OPTIMIZATION TECHNIQUES35
BUDGET COST / CONV. (many-‐per-‐click)
$19,845.00/day $29.11
$400.00/day $2.43
$400.00/day $1.88
$20.00/day $37.69
$20.00/day $27.73
T-‐SHIRTS : EXACT MATCH
SWEATSHIRTS : EXACT MATCH
T-‐SHIRTS : BROAD MATCH
SWEATSHIRTS : BROAD MATCH
USE GOOGLE ADWORDS SEGMENTING TOOLto analyze performance of Google Search vs. Search Partners.03SEGMENT, SEGMENT, SEGMENT!
OPTIMIZATION TECHNIQUES35
Segment
SEGMENT, SEGMENT, SEGMENT!If opted into the Google Display Network,MAKE SURE IT IS ALSO IN IT’S OWN CAMPAIGN AS PERFORMANCE WILL VARY FROM SEARCH!
04
CAMPAIGN BUDGET COST PER CONVERSION
T-‐SHIRTS : SEARCH $100.00 $5.00
T-‐SHIRTS : DISPLAY $50.00 $15.00
OPTIMIZATION TECHNIQUES35
CONDUCT DAY OF WEEK ANALYSIS.You might find that your ads perform beSer during certain days & Lmes, so you will want to be more aggressive during those Lmes. Conversely, you may idenLfy Lmes in which your ads do not perform well at all, and may want to consider turning them off during those Lmes!
05USE THE DIMENSIONS TAB
OPTIMIZATION TECHNIQUES35
$31.72
$31.65
Sunday
Saturday
06USE THE DIMENSIONS TAB
OPTIMIZATION TECHNIQUES35
$69.11$81.15$59.10$60.34$46.68$49.27$45.43$43.34$46.02
012345678
CONDUCT TIME OF DAY ANALYSIS.
07USE THE DIMENSIONS TAB
OPTIMIZATION TECHNIQUES35
DO GEOGRAPHIC LOCATION ANALYSIS
08
RUN SEARCH QUERY REPORTS
OPTIMIZATION TECHNIQUES35
FIND/ADD BROAD MATCHNEGATIVE KEYWORDS
09 FIND/ADD EXACT MATCHNEGATIVE KEYWORDS
10 FIND/ADD PHRASE MATCHNEGATIVE KEYWORDS
-‐Keyword
—[Keyword]
-‐”Keyword”
11RUN SEARCH QUERY REPORTS
OPTIMIZATION TECHNIQUES35
LOOK FOR WAYS TO EXPAND KEYWORDS WITHIN EXISTING AD GROUPS.
12 LOOK FOR NEW AD GROUP THEMES & IDEAS.
T-‐SHIRTS LONG SLEEVE T-‐SHIRTS
T-‐shirts Long sleeve T-‐shirtsBuy T-‐shirts Long sleeved T-‐shirtsWhite T-‐shirts T-‐shirts long-‐sleeveOrder T-‐shirts White long sleeve shirt
Discount T-‐shirts Long sleeve shirtPlain T-‐shirts
NEW KEYWORDS
NEW AD GROUP
13UTILIZE AD EXTENSIONS!
OPTIMIZATION TECHNIQUES35
IMPLEMENT CALL EXTENSIONS
14 IMPLEMENT SITELINKS
15 ADD PRODUCT EXTENSIONS
16 ADD LOCATION EXTENSIONS
17 ADD SOCIAL EXTENSIONS
NEW
18
OPTIMIZATION TECHNIQUES35
TEST BROAD MATCH MODIFIER FOR BRANDED CAMPAIGNS
19 TRY BIDDING ON COMPETITOR BRAND NAMES AS KEYWORDS. (SEPARATE CAMPAIGN)
20 UTILIZE GOOGLE ADWORDS EDITOR FOR BULK CHANGES, OPTIMIZATIONS, AND NEW CAMPAIGN LAUNCHES.
21 ADD TYPOS OF MAIN, HIGH-‐TRAFFIC TERMS USING A TYPO TOOL:hSp://tools.seobook.com/spelling/keywords-‐typos.cgi
TEST NEW FEATURES, TOOLS,& USE OUTSIDE-‐THE-‐BOX STRATEGIES
22
OPTIMIZATION TECHNIQUES35
CREATE AUDIENCE OF SITE VISITORS THAT HAVE ALREADY CONVERTED, AND EXCLUDE THEM FROM YOUR REMARKETING AUDIENCE
23 SET IMPRESSION CAP TO AVOID OVERSATURATING PROSPECTS
24 FURTHER SEGMENT EXISTING AUDIENCES
IMPROVE REMARKETING EFFORTS
25ENHANCE AD COPY
OPTIMIZATION TECHNIQUES35
A|B TEST AD COPY
26 INCLUDE KEYWORD IN DISPLAY URL
27 ENSURE ALL ADS ARE USING CALL-‐TO-‐ACTION PHRASES
28 USE TRADEMARK SYMBOLS ® ™ TO ESTABLISH CREDIBILITY ON BRANDED TERMS
29ENHANCE AD COPY
OPTIMIZATION TECHNIQUES35
CAPITALIZE THE FIRST LETTER OF EACH WORD
30 USE EXCLAMATION POINTS!
31 CREATE CUSTOM LANDING PAGES FOR HIGH-‐TRAFFIC TERMS
32 ADVERTISE PRICE IN AD TEXT
33OPTIMIZE GOOGLE DISPLAY NETWORK
OPTIMIZATION TECHNIQUES35
RUN PLACEMENT PERFORMANCE REPORTS TO IDENTIFY AND EXCLUDE YOUR ADS FROM SHOWING ON POOR-‐PERFORMING AND IRRELEVANT SITES IN THE GDN.
34 ADD NEGATIVE KEYWORDS TO DISPLAY CAMPAIGNS IF YOU NOTICE GOOGLE SHOWING YOUR ADS ON GROUPS OF IRRELEVANT SITES WITH THE SAME THEME
35 AD GROUPS SHOULD BE GRANULAR AND CONTAIN NO MORE THAN 6 – 8 KEYWORDS EACH
ALL 35 OPTIMIZATION TECHNIQUES
OPTIMIZATION TECHNIQUES35
01 Don’t target desktops, mobile devices, & tablets in the same campaign – separate them!
02 Create separate campaigns for broad & exact match keywords. OKen Lmes, you will find exact match keywords perform beSer, so you want to have the opLon to limit the money spent on broad match keywords and allocate as much as possible to exact match.
03 Use Google AdWords segmenLng tool to analyze performance of Google Search vs. Search Partners.
04 If opted into the Google Display Network, make sure it is also in it’s own campaign as performance will vary from search!
05 Conduct Day of Week Analysis.
06 Conduct Time of Day Analysis.
07 Conduct Geographic Analysis.
08 Find/Add broad match negaLve keywords.
09 Find/Add exact match negaLve keywords.
10 Find/Add phrase match negaLve keywords.
11 Look for ways to expand keywords within exisLng ad groups.
12 Look for new ad group themes & ideas.
13 Implement Site Links.
14 Implement Call Extensions.
15 Add Product Extensions.
16 Add LocaLon Extensions.
17 NEW – Add Social Extensions.
18 Test Broad Match Modifier for branded campaigns.
19 Try bidding on compeLtor brand names as keywords. (Separate campaign).
20 ULlize Google AdWords Editor for bulk changes, opLmizaLons, and new campaign launches.
21 Add typos of main, high-‐traffic terms using a typo tool: hSp://tools.seobook.com/spelling/keywords-‐typos.cgi
22 Create audience of site visitors that have already converted, and exclude them from your remarkeLng audience.
23 Set Impression Cap to avoid oversaturaLng prospects.
24 Further segment exisLng audiences.
25 A|B test ad copy.
26 Include keyword in Display URL.
27 Ensure all ads are using call-‐to-‐acLon phrases.
28 Use trademark symbols ® ™ to establish credibility on branded terms.
29 Capitalize The First LeSer Of Each Word.
30 Use exclamaLon points!
31 Create custom landing pages for high-‐traffic terms.
32 Run Placement Performance Reports to idenLfy and exclude your ads from showing on poor-‐performing and irrelevant sites in the GDN.
33 AdverLse price in ad text.
34 Add negaLve keywords to display campaigns if you noLce Google showing your ads on groups of irrelevant sites with the same theme..
35 Ad groups should be granular and contain no more than 6 – 8 keywords each.