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Amazing paid search tactics and tools from the SMX Advanced 2014 conference from Jennifer Slegg @jenstar
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Amazing Paid Search Tactics & ToolsJennifer SleggJenniferSlegg.com@jenstar
Jennifer Slegg JenniferSlegg.com @jenstar
Jennifer Slegg• Owner of JenSense• Blogs on search marketing at JenniferSlegg.com• Consulting for SEO, PPC, content marketing & content
monetization
• Twitter: @jenstar• Email: [email protected]
Jennifer Slegg JenniferSlegg.com @jenstar
Jennifer Slegg JenniferSlegg.com @jenstar
AdWords Targeting by Income
• Based on neighborhood incomes from IRS data.• Tailor ads to specific incomes. • Lower income look for deals and sales. • Higher income look for quality and service.
• http://3qdigital.com/featured/household-income-targeting-adwords-yup/
Jennifer Slegg JenniferSlegg.com @jenstar
AdWords Targeting by Income• Lead Gen AdWords Campaign• Targets middle class• 3 weeks (May 14 – June 3)• No bid modifiers used based on income at this time
Jennifer Slegg JenniferSlegg.com @jenstar
AdWords Targeting by Income
Courtesy Susan Waldes @suzyvirtual
Jennifer Slegg JenniferSlegg.com @jenstar
AdWords Targeting by Income• Significantly higher brand searches by lower income (bottom
50%)• Possibly due to television campaign that reinforced branding• Also had highest CTR (11.33% CTR)
• Non-brand top 10% vs bottom 50% CPL is $20 different
• Only about 50% of searches could Google income target• Seemed to be equally split between Google and partners
Jennifer Slegg JenniferSlegg.com @jenstar
Sitelinks
Shorter Sitelinks perform better (12 characters NOT 25)
Jennifer Slegg JenniferSlegg.com @jenstar
Sitelinks• Things like ® and ™ can make it stand out
• For marketing, you CAN link to your Pinterest, YouTube, Instagram or Tumblr accounts.
• Don’t forget grammar 101
Jennifer Slegg JenniferSlegg.com @jenstar
“Bending the Rules”• Watch competitive keywords to see what interesting tactics
are being used in competitive market areas.
• Payday loans• Car insurance• Loans• Mortgage• Credit cards• Mesothelioma
• Don’t break the TOS…. But ask your account rep if it is a beta test you can join.
Jennifer Slegg JenniferSlegg.com @jenstar
Negative Keyword Campaigns• If you run a huge negative keyword list, run “the best of the
negatives” keyword campaigns at rock bottom PPC.
• Keywords with low conversions• Semi-targeted keywords• Negatives by location• Oops keywords
• Also gives a second look to any keywords that may have been added to negative keyword list accidently or by another PPC manager
Jennifer Slegg JenniferSlegg.com @jenstar
Negative Keyword Campaigns• B2C market targeting parents
We chose 100 keywords in negative keyword list
• Keyword1 – 3.8% CTR; ROI higher than average• Keyword2 – 2.9% CTR; ROI higher than average• Keyword3 – 2.3% CTR; ROI average• Group of dozen or so 2.0%+ CTR
• However, there were some that performed >0.5% CTR that we removed quickly
Jennifer Slegg JenniferSlegg.com @jenstar
Negative Keyword Campaigns• B2B tech market
We chose 85 keywords from negative list
• 1 keyword – 6% CTR with double average ROI• Now one of their best performing keywords
• 3 keywords – 2-3% CTR with average ROI
• Deleted the remainder and added back to negative list
Jennifer Slegg JenniferSlegg.com @jenstar
Negative Keyword Campaigns• Why these keywords were in the negative list:
• Error in cut and paste
• “That is not how we refer to our product/market”
• Regionality errors (pop/soda/sodapop)
Jennifer Slegg JenniferSlegg.com @jenstar
Vanity Campaigns• You know your ad copy works & converts
best BUT that stubborn owner who insistsHIS ad copy is better!
• Instead of banging your head against that wall, create a quick vanity campaign
• Select keywords (what “the boss” searches for when he wants to see his ad – fortunately, they are seldom the money ones)
• Geotarget as close to his office and home as possible
Jennifer Slegg JenniferSlegg.com @jenstar
Mobile Design Flaws• Don’t believe a site is “mobile friendly”• Chrome mobile emulation tool• NEW tool from Google (May 2014)• Login to Google Webmaster Tools• Site must be verified• https://www.google.com/webmasters/tools/googlebot-fetch• Mobile: Smartphone; Mobile: XHTML/WML; Mobile cHTML
Jennifer Slegg JenniferSlegg.com @jenstar
Mobile Design Flaws
Jennifer Slegg JenniferSlegg.com @jenstar
Mobile Design Flaws• Change in Google’s natural search means if your organic
competitors are doing it wrong, paid ads can benefit more.
Jennifer Slegg JenniferSlegg.com @jenstar
Quick List of Never Ever
Jennifer Slegg JenniferSlegg.com @jenstar
Clickfraud prevention
Jennifer Slegg JenniferSlegg.com @jenstar
Current Events Fail• Always add negative keywords based on current events or
disasters with content ads• Car ads on Paul Walker death articles• Cruise line ads on Costa Concordia disaster
• At best, they won’t get clicked• At worst, someone will report your ad showing up on an
inappropriate article as “news”
Jennifer Slegg JenniferSlegg.com @jenstar
Survey Says….
Jennifer Slegg JenniferSlegg.com @jenstar
And finally….
Jennifer Slegg JenniferSlegg.com @jenstar
Jennifer Slegg• Owner of JenSense• Blogs on search marketing at JenniferSlegg.com• Consulting for SEO, PPC, content marketing & content
monetization
• Twitter: @jenstar• Email: [email protected]