Webmarketing123: 3 Must Haves For Strengthening Your Paid Search Program-07-27-2011

3 ‘Must Haves’ for Strengthening Your Paid Search Program Strategies for optimizing your paid search investment

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Will the slides be available?

Yes! They will be available two ways:

Download them from our site, www.webmarketing123.com

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Want to learn more?

Contact us for a complimentary PPC analysis. Details at end

of webinar.

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1 Extending to Yahoo! and Bing? How you can maximize your reach and capture more potential customers

2 What is Contextual Targeting? How the Google Display Network works to expand your campaigns

3 Remarketing 101 How you can set targets in Google Adwords to get better results

4 Key Takeaways Master the 3 implementation tips to get started and get results immediately

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1 Search Engine Market Share Yahoo! and Bing own 30% of the search market with over 160 million unique searchers and 5 billion searches per month

Source: comScore, Inc. June 2011

Google, 66%

Yahoo, 16%

Bing, 14%

Ask, 3% AOL, 1%

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1 Benefits of Advertising with Yahoo! and Bing?

• Utilize 2 search engines with the ease of managing from 1 platform

• Microsoft adCenter handles all ad serving

Advertise on Both Engines From One Platform

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1 How can you extend activity to Yahoo! and Bing?

Best Practice

• Start with Brand Campaigns and follow with your next best

performing non-brand campaigns

• Set your initial budgets at about 1/4 of your overall spend

How

• Use Microsoft adCenter Desktop (similar to AdWords Editor)

• Easy to import Google campaigns

Where to start

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1 Differences Amongst the Search Engines Two key differences when advertising on Yahoo! and Bing

• Negatives

In Bing/Yahoo!, negatives can be set only on phrase

match

In Google, negatives can be set on exact match

• Know Your Audience

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2 What is contextual targeting? What are the key differences between Contextual and Search?

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• Search = targeting queries with keywords

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• Contextual = targeting content with themes

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• Contextual = targeting content with themes

• Use keywords and themes to find the best placements for your message

• The theme you choose will dictate the audience

• Target the most interested viewers who are predicted to be most actionable

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2 What is contextual targeting? What can you expect from the GDN?

• Expectations:

• Your impressions will rise

exponentially, but you still only pay

when someone clicks on your ad

• You still have full control to modify

at anytime:

• Creative (ad)

• Keywords

• Bids

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2 What is contextual targeting? Advance with ‘must have’ tips to strengthen your campaign

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• Separate your campaigns

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• Impressions will substantially rise

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• Click through rate (CTR) will decrease

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• Analyze domains where your ad is showing

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• Analyze domains where your ad is showing

• Block those with high cost and zero conversions

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Interest Based Advertising

Reach more of your audience with more relevant ads

Remarketing: Reach users who previously visited your web site

Interest category marketing: Reach

users based on their interests

1

2

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3 What is remarketing? Target specific behavioral groups of visitors

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3 What is remarketing? Prepare steps to implement

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3 What is remarketing? Set up your program in Google Adwords

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3 What is remarketing? Cookie tips to master in your remarketing program

• Recommended cookie duration:

• Set a higher ad frequency with a short cookie life

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3 What is remarketing? Cookie tips to master in your remarketing program

• Recommended cookie duration:

• Set a higher ad frequency with a short cookie life

• Capitalize on potential customer’s interests and better match the

buying cycle

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• Diversify your paid search spend to Yahoo, Bing for optimal

revenue growth

• Implement contextual targeting on the Google Display Network

(GDN) to expand your reach

• Launch an effective retargeting campaign that will drive

qualified visitors back to your website and convert

Key Takeaways

Thank You!

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Register for a Customized PPC Analysis Today!

PPC Ad Audit:

• Improve Your Current Ads: Learn how to increase quality score, lower cost-per-click,

improve ad rank, and drive more traffic

• Competitor Campaign Strategy: Discover what your competitors are doing to segment

and optimize their paid search campaigns

PPC Campaign Tune-Up:

• Opportunity Analysis: Identify the quick wins in your current campaign as your Search

Marketing exec walks you through a 30 day campaign report

• Establish the Right KPIs: Each business is unique, therefore metrics need to be tailored

to correctly measure outcomes. Learn which KPIs make the most sense for your

business.

• Offer and Headline Analysis: Examine your current headlines and calls to action and

determine which ones work (and which don’t)

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Webmarketing123: 3 Must Haves For Strengthening Your Paid Search Program-07-27-2011