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In this presentation Nik will provide you with all the free tools you will need to easily and effectively set up your campaigns and share some of his advanced and best kept secrets to help your campaigns convert and give you the edge to stay several steps ahead of your competitors.
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Advanced SEM Strategiesfor BeginnersNik Pasic | December 2013
Nik PasicJust a guy who loves online.
Before We Begin...
This presentation will be available on .
If you’re not on it already, get on .
@NikPasic on twitter
We will not cover the basics but I will share resources.
When you start using SEM campaigns, you will initially be losing money!
https://twitter.com/oligardner/status/400098438454341633http://unbounce.com/ppc/poor-message-match/
Follow him, seriously.
Conversion Rate OptimizationCovered in my next presentation
What is SEM?Search Engine Marketing
Think of your website like a building
Design
SEO
Social
eDMSEMAnalytics
CRO UX
Timber
Steel
Concrete Marble
Glass PlasterBrick
A poor SEM manager
An incredible SEM manager
SEM is just a part of the picture
Be Incredible At Everything
http://moz.com/blog/mega-serp-a-visual-guide-to-google
Mega-SERP: A Visual Guide to Google
Follow him.
Them too.
By:@dr_pete
@moz
Ads
Search | Display Network | Remarketing | Product Listings Dynamic Remarketing | Various Google Beta Products
http://www.wordstream.com/articles/what-is-google-adwordshttp://www.portent.com/blog/ppc/wordstream-infographic-how-an-adwords-auction-works.htm
By the awesome guys at
Setting Up a CampaignTools You’ll Need
A Step by Step AdWords Guide by Google
http://static.googleusercontent.com/media/www.google.com/en//adwords/pdf/step_by_step.pdf
Teaches you to:
› Organize your account
› Pick the right keywords
› Write targeted ads
› Put it all together
Google AdWords Certification Program
https://adwords.google.com/professionals/
› Study Through Chapters
› Sit Exams (Optional)
› Up To Date (Renews)
› Multi-Platform Applicable
The Beginner’s Guide To Setting Up An AdWords Account by PPC Hero
http://www.ppchero.com/the-beginners-guide-to-setting-up-an-adwords-account/
Similar to AdWords Step by
Step
Guide by Google, but more
in-depth and with additional
tips.
Follow:› @PPCHero› @WordStream› @AlanMitchell› @CalculateMktg› @ThePPCBlog› @KateMorris› @NikPasic
Secrets to SEM SuccessWhat It’s Really All About
Always Remember...
A business which makes no money is just a hobby.
Conversion Funnel
What Should I Care About?
1. ROI/CLV2. Sales/Lead Value3. Number of Sales/Leads4. Unique Visitors5. Visits, Page Views, Time on Site (not bounce
rate)6. Clicks, CTR, CPC7. Cost9001. Impressions
9002. Impression Share
Business critical
Strong success indicators
Better than burning money
Fall back metrics when all else fails a.k.a. a failed campaign
SEM is about making money
Creating a CampaignMaking Your Life Easier
Budget and Timeline
› Define start and end dates for all
campaigns
› Define a Daily, Monthly and Annual
budget.
› In that order!
› Set Up Daily and monthly budget limits
For multiple accounts set up a Client Centre.
Pro Tip:
Stay In Control
›Track your performance and spend in
excel*
› Daily and monthly for internal purposes
› Report on quarters - weekly is
misleading
› Set up daily and monthly budget limits
› Accelerated Delivery Method + Budget
Limits
Have ‘Ongoing’ campaigns which you can use as a consistent benchmark.
Pro Tip:
› Ongoing Search – AU [D]
› Ongoing DN – AU [D/M]
› 2013 Search – US Cyber Monday [D/M]
› 2013 Remarketing – EU Christmas [M]
Define Your Keywords Audience
› Do not blanket scrape. Seriously. Stop it!› Many “experts” claim this to be the most efficient method but
it is simply not effective. It is the SEM equivalent of
automated link building and content farming.
› Think like your ideal customer would
› Keyword Research Tools suit SERPs, not users› These tools are useful once you’ve run out of ideas
› Do not split off mobile unless your site is
mobile-ready
›Target by Audience, Placement and Location as
well
Accelerated Delivery Method + Budget Limits = You’re In Control
Pro Tip:
Creating The Creative
›Custom build initial KWs, creative and CTA
› Use an excel template*
› Reverse engineer your campaign page
by page
› Always A/B test your ads: Use 2-4 at
least
› Beware of using business lingo for B2C.
› Test run Display and Search side by side
› Use Remarketing and Shopping if
applicable
A/B test everything! SEM, eDMs, landing pages, life.
Pro Tip:
Target Efficiently
› User your brand terms as much as possible
› Use single-keyword brand/key Ad Groups - Ultimate targeting!
› Use a combination of [exact match], “phrase match”, +broad +match +modifier, broad match and –negative keywords
› Use a -negative match of your brand in all your non-brand categories as your campaigns can compete with one another
https://support.google.com/adwords/answer/2497836?hl=en
Do not fear mistakes. They are our best learning tool. SEM is a long term money-making game.
Pro Tip:
Tracking
› Link your AdWords with Google Analytics
› Set up Goals and ensure revenue is
tracking
› Use tracking codes in every URL
https://support.google.com/analytics/answer/1033867?hl=en
Review and use the data otherwise don’t even bother with tracking.
Pro Tip:
Useful SEM Tools
› AdWords and GA segmentation and
filtering
› AdWords/Bing/Facebook Editor
› AdWords Opportunities Tab - Do this
manually
› AdWords Tools and Analysis Tab
CTAs can make or break your campaign. Use timeliness and expiration dates to your advantage!
Pro Tip:
Useful Excel Features*
› Pivot Tables
› VLookup
› Concatenate
› Length
› First and Last
Glance over each of your campaigns each morning, even if you don’t need to change a thing.
Pro Tip:
Competitive Intelligence
Don’t do it. Seriously. Keeping up with the
competition is a time-sink for any small to medium
sized business and is extremely overrated.
Unless you're the true market leader and are
absolutely capped in terms of your audience reach
you should be focusing on your own audience.
More than anything, stay curious!
Pro Tip:
Thank YouAny Questions?
Follow @nikpasic