Tim MayerSES WEST 2011August 16th 2011

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Activities & Tools To MakePaid Search Campaigns(w/ Focus on SMB) Successful

1. Not Enough Data to Automate

Lots of data, can be run algorithmically.

Someone on staff full time does PPC. Better tools get them better results.

No expertise, no dedicated or part-time person, may be too small for an agency, not enough data to automate. Expertise required. Requires CPA focus.

Local, CPC/visitor based only. A more measurable yellow pages.

2. Difficulty Creating Long Tail Keywords

2. Keyword Tools

• Wordstream• Google (Keyword tool in Adwords)• Microsoft Advertising Intelligence (Excel

based)• SEM Rush (Competitive Tool)• Geo Tool (Certified Knowledge)• Keyword Mixer (Certified Knowledge)

3. Ad Copy Generation & Testing

[Eco Friendly Trash Bags] [Tough to Find Shoe Sizes]

3. Keywords per Adgroup

4. Ad Diversity

Spirit Hoods

5. Landing Page Creation & Testing

5. Landing Page ToolsLanding Page Creation and A/B Testing•Unbounce•Omniture Test & Target•Ion Interactive- Live BallA/B Testing•Optimizely•Google Web Site Optimizer•Visual Web Site OptimizerHeat Maps/Eye Tracking•Crazy Egg

So Much of This Requires Human Effort.. How Do I Do It All?

Leverage a Crowdsourcing Platform…

•Diversity of Thinking

•Expertise

•Pay for Performance

•Simplified Hiring

•Massive Human Power

Crowd Mechanics

Optimizer Profile

Keyword Approval

2654 Keywords created so far

Ad Approval

CPA Screen

Advertiser Mechanics

Case Study: Rainier Law

Before After

CPA $14 $10.21

Budget $24,000 $80,000

Conversion Rate N/A 17%

Conversions N/A >3,700

Please note: Data includes period between 4/1/11 to 8/1/11

Paid Search is a Mix of Art and Science

The art requires a lot of human effort:1.Optimization at Campaign Inception2.Keyword Creation3.Ad Copy Creation4.Ad Diversity5.Landing Page Creation

Give Crowdsourcing a Try!

Thanks!

@timmayer

tmayer@trada.com

http://www.slideshare.net/TradaPaidSearch