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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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
Elements of Paid Search
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tennis shoesbest tennis shoesdiscount tennis shoesred tennis shoes
Keywords
Ads
LandingPages
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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