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Improve your paid search programs performance to increase the bottom-line! Pay-per-click (PPC) has become integral to a successful online marketing strategy, but you can’t “set it and forget it.” Lisa will share tips to optimize paid search ads on Google, Facebook, and Bing/Yahoo, and show you how to take advantage of the options to maximize your campaign’s impact. Designed for those with PPC campaigns who want more advanced strategies. We will discuss attendees’ real-life challenges and potential solutions. Attendees will learn how to track results and streamline attribution to measure results correctly, which adwords features make a big difference in CTR or etc, secrets for keyword optimization straight from Mountain View, how to optimize campaigns by various metrics, creative tactics for ads that increase responses, and budget and bidding tricks and tips to get the best ROAS.
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Workshop:Improve Your Paid SearchProgram’s Performance toIncrease the Bottom-line!
Lisa RaehslerSEM Strategy Consultant
September 27, 2010
Presented by: Lisa Raehsler September 27, 2010
About ME• PPC Marketing for Google, Yahoo/Bing, Social
Media, Content Networks• Focus on‣ Ecommerce‣ Integration with traditional advertising‣Retargeting, behavioral targeting
• Managed over 30 different PPC accounts at agenciesand client side
• Speaking at search conferences: SMX, SES• Certified Google Advertising Professional• MIMA volunteer for 3 years, programming chair• Online marketing and websites since 1997
Presented by: Lisa Raehsler September 27, 2010
About YOU•Assumptions I’ve made about you‣You have a PPC account‣You are at least beginner level‣You want better performance‣Your boss wants you come back with some
awesome tips‣You may need some help recalling the basics or
technical details• I’ve provided “cheat sheets”
Presented by: Lisa Raehsler September 27, 2010
Agenda• Advertising goals• Account Structure• Keywords• Budgets & Bids• Ads• Targeting• What’s The Deal With Yahoo/Bing Anyway?• Facebook PPC• Tracking It All• What Does It All Mean?• Thanks and contact• Appendix: Cheat Sheets
Presented by: Lisa Raehsler September 27, 2010
Advertising Goals•Know what conversion(s) you are measuring‣Purchase/Sale (tied to revenue)‣Lead (receives a follow up)‣Sign-up (for email subscriptions or newsletters)‣Page View (users looked at a page on your site)
Questions?
Presented by: Lisa Raehsler September 27, 2010
Account Structure• Start with Structure
• Ensures the correctad is served
• Helps with QS/costs
• Should focus ontight themes
• Mirror the websitestructure
Presented by: Lisa Raehsler September 27, 2010
Account Structure
AwesomeComputerCompany
Products-Laptops
Brand-Acme
12”laptop
•Brand•Product categories•Promotions•Geo-targetingThis is where you set your budget!
Ultraportables
•Product lines/ sub cats•skus•Any smaller segmentsThis is where you link your ads & keywords!
Awesomecomputer
Awesome17”laptop
Campaigns
Adgroups
Presented by: Lisa Raehsler September 27, 2010
Look To The Funnel•Searches are always
more general whenjust starting out
•Searches get moredefined, moving closerto the sale
•You need to know thisfor writing ads too!
Questions?
Presented by: Lisa Raehsler September 27, 2010
Keywords Best Practices•Keywords are used to trigger your ads•Use 2 or 3 word keywords•Match types and negatives•Related searches•Review query reports and logs•Remove duplicate keywords from account• Include all products from site
Presented by: Lisa Raehsler September 27, 2010
Keywords Match Type• Keyword match options determine which searches can
trigger your ads to appear• Negative match: -cheap
‣ Ensures your ad doesn't show for any search that includes that term
• Broad match: laptop computers‣ Allows your ad to show on similar phrases and relevant variations
• Broad match modifier: laptop +computers‣ keyword must appear in the user's search exactly or as a close variant, such as
misspellings, singular/plural forms, abbreviations and acronyms, andstemmings (like "floor" and "flooring").
• Phrase match: "laptop computers” financing‣ Allows your ad to show for searches that include the exact phrase and possibly
includes other words as well
• Exact match: [laptop computers]‣ Allows your ad to show for searches that match the exact phrase exclusively
Presented by: Lisa Raehsler September 27, 2010
Look To The FunnelNew computersLaptop computerPlasma tvShoe stores
ReviewsRatingsCompareComparingcomparison
Buy / Purchase/ OrderBrandsDeliverySaleModel #’sGeographic modifiers
Presented by: Lisa Raehsler September 27, 2010
Keywords Common Problems• Keywords too general‣ Typically you’ll see low conversions‣Clicks to the site have high bounce rate
• Remove anything too general with lots ofimpressions and low CTR <1%
• Match types and negatives• Focus keywords at middle and bottom of funnel
Presented by: Lisa Raehsler September 27, 2010
Keywords Common Problems• Need more traffic
• Expand keyword strategy- other products, services,business units not currently included?
• Ad position, below 3?
• Bids ok for first page?
• Match types- broaden
• Keyword generation- expand‣Relevant keyword variations
• Capitalize on seasonal opps
• Tools (in appendix)
Presented by: Lisa Raehsler September 27, 2010
Keywords Common Problems• Need more traffic
• Ad position, below 3?
• Bids ok for first page?
Presented by: Lisa Raehsler September 27, 2010
Keywords Common Problems• Need more traffic
• Match types- broaden
• Keyword generation- expand‣ Relevant keyword variations
Use Google’sKeyword Tool togenerate ideas
Tools >Keyword Tool
Phrase match: “Halloween costumes”to
Broad match: Halloween costumes
Presented by: Lisa Raehsler September 27, 2010
Keywords• Need more traffic
• Capitalize onSeasonal Opps
Presented by: Lisa Raehsler September 27, 2010
Keywords Common Problems•Low Quality Score‣Measures how
relevant yourkeyword is
•Common problem-can be difficult toresolve
•Sort or filter by lowQS, no conversions
•Keywords in ads•Landing page =
keywords•Work on CTR! Questions?
Presented by: Lisa Raehsler September 27, 2010
Budgets & Bids BestPractices•Budgets and bids control costs and directly
relate to profit•Budgets = campaign•Bids = keywords
Total Account PPC Budget/ 30 Days in Month = Daily Budget
Daily Budget / # campaigns
• Allocate Equal $ to Start
• Reallocate for Performance and Click Traffic
Presented by: Lisa Raehsler September 27, 2010
Budgets & Bids CommonProblems•Bids too high•What does your QS
look like?‣ If good, this may be
industry‣ If Bad, follow tips to
improve QS
• Is it seasonal?‣Check logs
MOST EXPENSIVE KEYWORDS GOOGLE
Google Keyword - Max CPC ($):
1. mesothelimoa $99.44
2. buy structured settlements $79.01
3. asbestos law suits $78.10
4. conference calling companies $75.29
5. annuity loans $72.82
6. pop up display booths $72.53
7. purchasing structured settlement $68.79
8. student loan debt consolidation $68.54
Presented by: Lisa Raehsler September 27, 2010
Budgets & Bids CommonProblems•Running out of budget/ not enough budget•Ads should set to show evenly throughout the
day•Allocate budget to performance- most profitable•Reallocate from other campaigns•Reallocate based on day•Segment highest clicks
Presented by: Lisa Raehsler September 27, 2010
Budgets & Bids CommonProblems•Overall ROAS•What does your QS look like?‣Optimize to reduce CPC
•Allocate budget to performance- most profitable‣Check logs
•Get rid of anything that doesn’t fit goal cost perconversion‣Consider lowering bids
•Remember: assisting conversion!‣How many times Keyword A was clicked prior to
converting on Keyword B
Questions?
Presented by: Lisa Raehsler September 27, 2010
Ads Best Practices• Ad texts should be written in a
compelling way‣Messaging consistent with offline
• Keywords in ads to make them morerelevant (bold)
• Unique benefits and/or offer‣ Free delivery
• Call-to-action‣ Buy now‣ Sign up today
• DKI (dynamic keyword insertion)• Custom URL• Read the editorial guidelines!
Presented by: Lisa Raehsler September 27, 2010
Ads Common Problems•Ads not showing•Don’t panic!•Check for an alert- make sure they are approved•Not an ad problem‣Budget‣ Individual Bids
•Use the Google Ads Diagnostic tool:‣Tools > Ads Diagnostic Tool
Presented by: Lisa Raehsler September 27, 2010
Ads Common Problems•Low CTR• Important to raise QS•Ad position, below 3?•Check to make sure there is a very close
connection between your keywords and ads•Check best practices for creative•Emphasis on DKI, Offer, CTA•Site Links!
Presented by: Lisa Raehsler September 27, 2010
Ad Extentions
•Site Links!•Ad extensions expand a standard text ad with
one or more lines that provide additional pagelinks
• Includes up to four additional page links onqualifying text ads
•Need high QS•Tend to show for brand terms
Questions?
Presented by: Lisa Raehsler September 27, 2010
Targeting Best Practices•Location: countries, states, etc•Languages•Ad scheduling: day, hours•Devices: computers, mobile devices•Use analytics to find out where people are
coming from
Questions?
Presented by: Lisa Raehsler September 27, 2010
What’s The Deal With Yahoo/Bing Anyway?• Yahoo/Bing “Search Alliance”‣ Yahoo! and Microsoft core search= 4.4 billion
monthly US searches combined‣ One place to manage campaigns - adCenter (Bing)‣ One account team - Yahoo!’s‣ Microsoft will control the algorithmic technologies
for organic and paid search results‣ Both companies will continue with their respective
consumer search experiences‣ Yahoo! ad serving moves to adCenter- begin in mid-
Oct, completed by the end of Oct
Presented by: Lisa Raehsler September 27, 2010
What’s The Deal With Yahoo/Bing Anyway?•What to watch‣Adjust strategies to new Microsoft features:‣http://bit.ly/feature-compare
•Recommendations‣Expand keyword list with adCenter tools‣Yahoo! = 2 match types: standard and advanced‣adCenter = 3 match types: exact, phrase and broad‣Closely monitor bids- increased competition for
keywords will drive up costs‣Redistribute budgets: 70/30, 60/40
Questions?
Presented by: Lisa Raehsler September 27, 2010
Facebook PPC Best Practices•Excellent for increasing “fans”•Use precise targeting for relevancy‣Geo-targeting‣Demographics‣Likes and interests
•Use top keywords from PPC by topicsor themes‣Also use related themes
There’s more!
Presented by: Lisa Raehsler September 27, 2010
Facebook PPC Best Practices
•Change the creative frequently•Frequent testing- test images first•Ad creative‣Messaging should be compelling‣Unique benefits and/or offer‣Call-to-action
• ask for a “like” or “buy online now”
‣Use an image- people or attentiongrabbing‣Use brand name if branding is the goal‣Try a phone number in the ad!
Presented by: Lisa Raehsler September 27, 2010
Facebook PPC CommonProblems•Performance decline•Ad history plays a factor in delivery• If an ad doesn't perform well FB will display the
ad less often•Edit the ad creative•Adjust your targeting-‣need more or less?‣segments
•Raise your bid to be more competitive
Questions?
Presented by: Lisa Raehsler September 27, 2010
Tracking It All•Google Adwords tracking and Google analytics
tracking‣You can use either one of these products alone, or
use both at the same time -they don’t interfere witheach other’s tracking.
• Adwords Conversion tracking‣ Code snippet‣ Multi-conversion actions‣ 30 day cookie
• Google Analytics‣ Set-up “goal” actions
Presented by: Lisa Raehsler September 27, 2010
Tracking It All• Facebook‣ View through or click conversions‣Can use dynamic tags to track ‘value’ and ‘SKU’ variables
• Miscellaneous media‣ Tracking code append- can measure any online media with
Google’s URL builder‣ http://bit.ly/code-builder
Questions?
http://yoursite.com/landingpage?utm_source=adnetwork&utm_medium=bannerad&utm_campaign=sale
Presented by: Lisa Raehsler September 27, 2010
What Does It All Mean?•Taking it to the next level•Manage PPC daily•Small optimizations can make a big difference-
test!•Experiment with new features•Analyze results across systems and take action
Questions?
Presented by: Lisa Raehsler September 27, 2010
Thank You!Contact:
Lisa RaehslerSEM Strategy Consultant
Certified Google Advertising Professional
[email protected]@lisarocksSEM
blog: onlinemarketingmavens.com
Presented by: Lisa Raehsler September 27, 2010
Appendix: Cheat Sheets
Presented by: Lisa Raehsler September 27, 2010
The Search Results Page Paid Search
Results (PPC)
Organic Search Results
Presented by: Lisa Raehsler September 27, 2010
Glossary of TermsSPONSORED SEARCH: Pay-per-click distribution tactic that displays your ads in the sponsored search results at the top, along the side, and across the
bottom of search results pages for searches that relate to your keywords.
DISPLAY NETWORK OR CONTENT PLACEMENT TARGETING: Pay-per-click or CPM distribution tactic that displays your ads alongside relevant articlessuch as product reviews, news articles, etc. on the Yahoo and Google distribution network.
AD TEXT: The marketing message displayed to prospective customers. An ad contains a title, description, and URL.
LANDING PAGE: The page on a web site where one is taken after clicking on a advertisement. While this can be any page, it is often a page designed toexpand on the service or product mentioned in the initial advertisement.
CAMPAIGN: A campaign contains one or more ad groups sharing the same budget, schedule and geo-targeting criteria. A campaign is created to support aparticular marketing goal.
KEYWORD: A word or phrase that relates to the products or services you wish to advertise. When prospective customers are looking for informationrelated to what you sell, and they type your keywords into a search box, your ads may be displayed.
DYNAMIC KEYWORD INSERTION: An advanced ad text feature that can help make your ad more relevant to a diverse audience. This feature inserts auser's search query into a part of your ad text you choose (even the display URLs). When a user sees an ad with the same term they searched for,they'll be more likely to click the ad.
CONVERSIONS: The completion of an action that you value, such as a purchase, registration, or sign-up.
IMPRESSIONS: The number of times an ad is displayed in search results or on sites.
CLICK-THROUGH RATE (CTR): The number of clicks received divided by the number of impressions generated. Example: An ad that is displayed 100 timesand receives 10 clicks has a click-through rate of 10%.
AVE CPC: Average cost per click. The average price you paid each time your ad was clicked.
QUALITY SCORE: Measure of how relevant your ad, keyword, or webpage is. Ensures the most relevant ads appear to users. Helps lower advertisers’ CPC.
ASSIST CLICK: An ad click that contributed to a conversion but wasn’t directly responsible for the sale.
ASSIST IMPRESSION: The display of an ad that indirectly contributed to a conversion without being clicked.
Presented by: Lisa Raehsler September 27, 2010
Keywords Tools• Google’s Keywood Tool
• Google Insights for Search
‣ http://www.google.com/insights
• Google Search Suggest
‣ Terms appear when you type in the drop-down box on Google.com
• Related Searches‣ Bottom of search results page in Google
Presented by: Lisa Raehsler September 27, 2010
Ad Text Optimization Example
Source: Google
Presented by: Lisa Raehsler September 27, 201041
A Closer Look at the AdAuction
Ad Position is determined by...
Ad rank… whichdenotes adposition
=
Want to learn more, check out this video by Hal Varian, Google’s chief economist:http://adwords.blogspot.com/2009/03/introduction-to-ad-auction.html
Relevance
Quality Score isdetermined by acombination offactors, including:-Click-through-rate on -Google.com (clicksdivided by impressions)-Keyword and ad textrelevance-Landing page quality
Quality Score X
Willingnessto pay
Max CPC isthe highest $amount anadvertiser iswilling to payfor one clickon their ad
Max CPC