Getting Started with Paid Search Advertising

March 3, 2015

Paid Search Fundamentals

Matt Van Wagner

President, Find Me Faster

@mvanwagner

searchmarketingexpo.com@mvanwagner

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Opening New Business

Goal: Get people in store

One Month Later:

124K Ad Impressions

300+ Qualified Visitors

to Site

Cost - $185

Why I Love PPC


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Why I Love PPC

Shows only to these

people !!!!

This Simple Ad…


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Investment in PPC ads is measurable & scalable.

Why I Love PPC


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Why I Love PPC

PPC Allows You More Control over Messaging

Get going quickly.

Discover what words convert (in a “not provided” SEO world).

Manage risk of algorithm changes.

Predictable, dependable flow of traffic.

You write the ads that appear.

You determine what pages visitors first see.

Shows you what keywords convert !!!

PPC and SEO are Complementary


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What is Google?


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•Reach Audiences Worldwide • Any Country • Any Language

• 20+ Billion searches/mo.worldwide

• 67% of all U.S. searchesare powered by Google

World’s Favorite Search Engine


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Google Search Ads


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Google search powers many web properties

Google is default search engine- AOL- Ask- Google Maps- Internet Service Providers (ISPs)such as Xfinity, Earthlink, Verizon, & others.

Where ever Google provides search results, they can also place ads.

More than just Google.com


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More than just Text Ads

Google places banner and rich media ads across the internet.

• Internet users spend 95% of their timebrowsing /reading website content.

• Google’s display ad network reaches 2 Million+ websites, videos, & mobile appsaround the world.


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A Powerful, Global Online Advertising Platform

Puts full controlin your hands!

• Creating Ads

• Budgeting

• Scheduling

• Targeting

• Reporting

Google AdWords


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This is Bing


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This is Yahoo!


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Microsoft & Yahoo! Formed a Search Alliance (Jul-09)

The Yahoo! Bing Network

Microsoft’s Bing Search

Powers Bing and Yahoo! natural and paid search results

Microsoft’s Bing Ads

Unified ad serving platform to manage campaigns on Yahoo! and Bing.

** Display ads not included in the alliance.


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Huge Search Market

Unique Searchers

Unique searchers on the

Yahoo! Bing Network.

Yahoo! Bing Network

unique searchers that

don’t use Google.

In the U.S.5.6 Billion searches monthly;

roughly 1/3 of all U.S. searches.

163 Million unique searchers

54 Million searchers who are not

using Google

Wordwide489 Million unique searchers

94 Million who do not use Google!


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Your Ads Reach Here


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And Here…


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Puts Full Control into Hands of Advertisers!

• Creating Ads

• Budgeting

• Scheduling

• Geo-Targeting

• Reporting

• Plus….

Easy Import from Google AdWords

Bing Ads


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Paid Search Overview

Keywords:

Ads:

Words & phrases that trigger ads to show

Really, really, short sales pitches in text or images.

Landing Page: The first page people see after they click your ad.

Optimization: Active daily management for all of the above.

Testing & tracking results, increasing conversions,

revenues, and returns on ad spend.

Bids: How much you are willing to pay to show your

ads, get clicks & conversions.

Conversions: Actions taken by your visitors that you want to track

such as leads, orders, downloads, phone calls.


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Geographic

Time of Day / Day of Week

Demographic

Device Types & Browsers

Behavioral

Targeting Options


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Where you have an advantage…exploit it!

Improve Ad Position & ROI

Bid By Time zone

Target Areas by Language

Choose Your Battle zones

Geographic Targeting


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Geographic Targeting


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Time & Day Targeting

Note: Ad scheduling works differently on Google AdWords vs Bing Ads.

Bing Ads: Scheduling times based on where users see the ad.

Google AdWords: Schedule based on your AdWords account location.


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Demographic Targeting

With Bing Ads, you can bid more for your best demographic segments.


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How Do Paid Search Engines Really Work?

● How does an ad get selected?

● Does the highest bid always get the top spot?

● How much does it cost to show my ad?

● What is the best ad position?

Paid Search Auctions


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How Search Engines Work

You

Search

EngineSchumann Dichterliebe


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How Search Engines Work

YouSearch

Engine AdvertisersSchumann Dichterliebe CD


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What is Best Ad Position?

In general, the higher your ads appear, the more

clicks you get and the more you pay.


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Your Keywords & Max Bids

User Search Query:

Blue Widgets

Red Widgets $.10

Blue Widgets $.10

Blue Green Widgets $.10

Blue WidgetsBuy blue widgets today.

Free next-day shipping.

www.widgetworld.com/bluewidget

In Your Perfect World...

You're a Winner!!!

CPC = $.10 or less!

Your Ad

Your Site:


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…this would be a great set of answers.

Ads Competing

Against Each Other

On a search for the color blue…

What Search Engines Want


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$ 3$ 1

$ 2 $ 4

$.25$10

$ .30 $ 6

If highest bid determined ad display…

What Advertisers Want

Ads Competing

Against Each Other

on Bid Price

…results may not be quite as relevant.


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Quality Score, Bids and Ad Ranking

● Relevancy:

Relationship of Keywords Ads Landing page

The nature of the click

● Historical Performance (CTR):

Keywords

Keywords + Ads in combination

Ad groups, campaigns, account

● Max Bid Price

A Hybrid Solution – Quality Scoring


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Who Wins the Top Spot?

$ .30

$ 3$ 1

$ 2 $ 4

$.25$6

$ 5

.95

.90

.30

.30

.10

.25 .80

.95

Lets Say Quality

Scores look like this

AD RANK =

QS x Max Bid1.8 1.21.5 .95 .90


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What Do They Pay?

$ 3$ 1

$ 2 $ 4

$.25$6

$ .30 $ 5

.95

.90

.30

.30

.15

.25 .80

.95

Lets Say Quality

Scores look like this

AD RANK =

QS x MAX Bid1.8 1.21.5 .95 .90

$ .10

$ .96

$3.18

$4.81

$1.68

Lesson:

Write relevant ads and select

relevant keywords.

Bid reasonably.


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Getting Started

What is the primary goal of your campaign? ● Leads, sales, brand building?

How do you define success?

● Online vs. offline sales conversions.

● Steps on the path towards sales conversion.

Measure real world actions, not just CTR or CPC!

How do you measure success?● AdWords and Bing Ads conversion tracking.

● Web analytics (Google Analytics, Omniture, Coremetrics, etc).

● How much the phones are ringing.

● Total company sales and profits increasing.


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Campaign

Ad Group

Ad 1

keywords

keyword1

keyword2

keyword3

keyword4

.

.

Ad 2

Landing Page

Structure of a PPC Account


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Getting Semantics Straight

Keywords are not Search Queries

Keywords = what you bid on

Search Queries = what users type into a search box


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Keyword Match Types

Match types control how closely your keywords match with a

user’s search query:

Broad Match: Very loose matching = tons of traffic

Broad Match Modifier: Loose, more control = lots of traffic

Phrase Match: Tighter matching = less traffic

Exact Match: Tightest matching = least traffic

Negative Match: Prevents matches, restricts traffic


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Exact Match

Match Type Exact

Syntax [word1 word2]

What it matches to: Queries with only those words

Queries with exact word order

Optionally: Misspellings, singular & plurals, acronyms, stemmings

(such as wedded, wedding & weddings) abbreviations,

and accents.

User Search Query: Your keyword is: Will it Match?

wedding cake [wedding cake] YES

wedding cakes [wedding cake] YES

white wedding cake [wedding cake] NO

wedding cup cake [wedding cake] NO


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Phrase Match

Match Type Phrase

Syntax “word1 word2 word3”

What it matches to: Queries with those words together

Queries in that word order

Also matches to: Misspellings, singular & plurals, acronyms, stemmings (such

as wedding & weddings) abbreviations, and accents.


wedding cake “wedding cake” YES

Chelsea wedding cakes bakery “wedding cakes” YES

gluten-free cakes, weddings “wedding cakes” NO

wedding cupcake “wedding cakes” NO

weeding cake “wedding cakes” MAYBE

bride’s cake “wedding cakes” NO


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Broad Match

Match Type Broad Match (DEFAULT)

Syntax word1 word2 word3

What it matches to: Queries with words in any order

Synonyms search engines believe could be relevant

Session-based matches

User Search Query: Your keyword is: Can it Match?

wedding cake wedding cake YES

cakes wedding cake MAYBE

pictures of wedding cakes wedding cake YES

wedding cup cakes wedding cake YES

yellow cake wmd wedding cake YES

hemarroid cream wedding cake YES


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Broad Match Modifier

Match Type Broad Match

Keyword Syntax +word1 +word2 word3

What it matches to: Queries containing those words in any order

Queries must contain word(s) with the + sign

Optionally: Plurals, close variants


wedding cake +wedding +cake YES

birthday cakes +wedding +cake NO

pictures of wedding cakes +wedding +cake YES

weeding cup cakes +wedding +cake YES

cakes +wedding +cake NO

hemarroid cream +wedding +cake NO


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Negative Match

Match Type Negative Match

Keyword Syntax -word, or –word1 word2 word3

What it excludes: Search queries containing that literal word

If you want to exclude plurals, add them explicitly.

Optionally: There are Exact, Phrase and Broad match negatives

available (AdWords).

User Search Query: Your negative keywords

are:

Will it prevent the

match

wedding cake -wedding YES

birthday cakes -wedding NO

pictures of wedding cakes -wedding YES

weeding cup cakes -wedding NO

cakes -wedding NO

hemorrhoid cream -wedding NO


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Building Keyword Lists

Start with your own brain

● What words / phrases describe what you are promoting?

● What words do other people use?

● Synonyms, misspellings.

● Words that will bring the wrong people to you.

● Start with keywords that contain 2 or 3 words (aka

terms, tokens)

● Absolutely use your own brand names.


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Create Keyword Lists

shepherds

german shepherds

shepherd dogs

pure-bred shepherds

labrador puppies

labradors

black lab puppies

black labs

golden lab

chocolate labrador

brown labradors

black lab puppies

black labs

retreivers

pug dogs

puppies

small pet dogs

lassie dogs

collies

poodles

toy poodles

shitzo

mutts

weiner dogs

irish retriever

sheep herding dogs

pure bred dobermans

pit bulls

vietnamese pot belly pigs

dalmations

dalmation puppies

dalmation pups

golden retrievers

golden retriever


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Organize Keyword Lists

Pull them into smaller, tighter groups:

Labradorslabrador puppies

labradors

black labs

golden lab

chocolate labrador

brown labradors

black lab puppies

black labs

Shepherdsshepherds

german shepherds

shepherd dogs

pure-bred shepherds

Retrieversgolden retrievers

golden retriever

retreivers

Pugspug dogs

pug dog

pugs


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Keyword Tools

Search Engine Tools

Google: Search Based Keyword Tool

Microsoft: Microsoft Advertising Intelligence

Competitive Analysis Tools – Ads & KeywordsAdGooroo SpyFu

Keyword Spy WordTracker

Ispionage

Keyword Manipulation Tools

Rapid Keyword Permutator

WordStream Microsoft Excel

SEOBook Acquisio Broad Match Modifier Generator


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Rapid Keyword Software

This tool will save you hours in text manipulations


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Write Great Ads

Note the Variety of Copy Styles:

1st Person story.

Trusted Authority – “Uses Quotes”

Price Appeal

Convenience - Call 800 #

Get Information – Medical Alert Guide

We’re different from “Them”

Which of these is the best ad?


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Who are you selling to?

Who are you talking to?

Who buys?

Who influences?

Who is it actually for?

What motivates them?

Speak directly to one of these people.


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What are you selling?


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What are they really buying?


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Features:

Timer, Easy to Use, Discount, Affordable

Free Shipping

Benefits:

Organize pills better

Take charge of your health

Keep parents well connected

Are you selling what they're buying?


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Stress Benefits, Not Features

Feature

Benefit

Creative

Benefit

Vibrating Watch Alarm

Get pill reminders even if

you have trouble hearing.

Vibrating pill reminder. Works even

when Mom’s TV is blaring away.

Vibrating pill reminder works even

if Dad’s hearing aid is off.


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Tips for Writing Great Ads

Switch from your Left Brain to you Right Brain

Go for a walk Sing a song

Laugh Doodle

· Do not start writing ads in Excel spreadsheets!

· Start with story-telling. Talk out loud.

· Try a “non-verbal zero draft”

· Go listen to your sales team at work.


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Writing Great Ads

Headlines

Use keywords in the headline when possible.

Write dozens of headlines, till you find ones you like.

Key Headline Concepts

Save You Money.

Save You Time.

Improve Your Life.

Great Words to Use in HeadlinesFind. Compare. Save.

New. Improved. Easiest. Top-Rated.


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Writing Great Ads

@mvanwagner

Ad Copy

Use your keywords in the body copy, too, but don’t stuff.

Same Key Concepts as Headlines

Save You Money.

Save You Time.

Improve Your Life.

Try full sentences.

Use idioms only when appropriate

Avoid gimmicks and overly-idiomatic expressions.


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Ads Designed to Filter Clicks

- Many words have more than one meaning (homonyms).

- You need to clearly identify purpose and intent of your ad.

- You will have fewer clicks, and lower CTR, but you’ll get

more of the right clicks.

Home Care for Elders

Need help with in-home care for

an elderly loved one? Call us.

www.home-care.com

California

Home Care

Experienced with all aspects of

home care. Call us Today!

www.home-care.com

California

http://www.google.com/aclk?sa=l&ai=Br-rwQWjER5P0J5LEpgSSnNH6BdabsiDG2LbHBJ60oQbwunkQAhgFKAgwADgBULLU1777_____wFgyd74hsij6BmgAffng_8DyAEB2QOji9JdXVrH8-ADMA&num=5&q=http://www.eldercarelink.com/Default.aspx%3Fsource%3Dgoogle%26cpgn%3Dca%26group%3Dalgen%26lbl%3DA100%26code%3D00503%26phn%3Deecs&sig=AGiWqtyQmx-QyF6gnJTXD1RyFrf2DnBMlQ

http://www.google.com/aclk?sa=l&ai=Br-rwQWjER5P0J5LEpgSSnNH6BdabsiDG2LbHBJ60oQbwunkQAhgFKAgwADgBULLU1777_____wFgyd74hsij6BmgAffng_8DyAEB2QOji9JdXVrH8-ADMA&num=5&q=http://www.eldercarelink.com/Default.aspx%3Fsource%3Dgoogle%26cpgn%3Dca%26group%3Dalgen%26lbl%3DA100%26code%3D00503%26phn%3Deecs&sig=AGiWqtyQmx-QyF6gnJTXD1RyFrf2DnBMlQ


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Ad Extensions


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Ad Extensions


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Shopping Ads


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Evaluating Ad Performance

Which of these Ads is performing better?

Lessons: Be wary of small samples sizes.

Measure against conversions, not just click-through rates (CTR).

Conversion Rate: 10.5% Conversion Rate: 2.5%


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Banner and Image Visual Ads

Image Ads Video Ads

Mobile Ads


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Bidding & Budgeting Options

Bidding

Cost Per Click (CPC)

Cost Per Conversion (CPA)

aka cost per action/acquisition

Cost Per Thousand Impressions (CPM)

Budgeting

Daily, Weekly or by Campaign

@mvanwagner


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How Much is a Click Worth?

How much is a Visitor (click) worth?

What is your site conversion rate now?

What is your offline close ratio?

How does that translate to revenues?

Clicks 20

Conversion % 5%

Cost Per Conversion (CPA) $ 5.00


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How Much is a Click Worth?

How much can you afford to pay for each click?

Cost per Click (CPC) $ .25

Clicks 20

Conversion % 5%

Cost Per Conversion (CPA) $ 5.00

Target MAX Bid CPC = CPA / Clicks

= $5.00 / 20

= .$25


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Bid Modifiers

Not every click has the same value.Bid modifiers allow you to bid up or down, depending on:

Device

Location

Time of Day

Retargeting Audiences

Placements, topics, and keywords (GDN).


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Landing Pages

Lobster Bisque?

Master the basics.

Get fancy later.

Any page can be a landing page

Use properly built webpages:

Include Title, Description, Alt Tags, and

spider-able body copy.

Get users quickly to what they

want: no more than 1 - 2 clicks.

@mvanwagner


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Landing Pages


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Landing Pages


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Landing Pages


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Process Creates Sustainable AdvantageIts not just about keywords, ads, bids

Plan on working in a disciplined manner

Use Systems-Level ThinkingAlign campaign goals with larger company goals.

Increase sales, not visitors

Track Performance and Make AdjustmentsBe methodical, measure and test everything you can

Don’t react too quickly, but don’t get analysis-paralysis

Set Good Goals and work towards them

Better PPC Every Day


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Stay Fresh & Keep Learning!

• Books– Advanced Google AdWords 3rd Edition

by Brad Geddes

– http://www.advancedadwordsbook.com/

• Blogs, News Sites

– www.SearchEngineLand.com

– www.MarketingLand.com

– www.thesempost.com

– www.ppchero.com

http://www.advancedadwordsbook.com/

http://www.searchengineland.com/

http://www.marketingland.com/

http://www.thesempost.com/

http://www.ppchero.com/


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Resources

• Books

– Winning Results with Google Adwords

by Andrew Goodman

– Pay-Per-Click Search Engine Marketing

in an Hour A Day

by David Szetela & Joe Kerschbaum

with Michael Flores


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