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SES Advanced Paid Search Tactics Slide
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Advanced Paid Search Tactics
By Benjamin WongInspire Synergy Limited
Co-founder14 Sep 2010 14:00 HKT
SES HK Session 2
Good Start is Half Done
Ad Planning Guide
Ad Group and Keywords
❖ Make sure ad groups are targeted and relevant to the keywords.
- better management of keywords
- Track the performance based on ad group
Ad Group Planning Guide
❖ Customers
❖ Competitors
❖ Channels
❖ Complementers
CustomersCustomers CompetitorsCompetitors
ChannelsChannels ComplementeComplementersrs
Ad Text Planning Guide
❖ Strong call to action
❖ Promotions
❖ “Official site”
❖ Pricing
❖ Benefits
❖ Emotional connection
❖ Ask questions
•Time sensitivity
•Awards/recognition
•Buying cycle
•Branded terms
•Dynamic keyword insertion
Ads Text
❖ Every Ad Channel allows for multiple ads per ad group
- try to go “all in”
- try two ads per direction per ad group. i.e. 20 ads per group
❖ Then, after a few weeks, you will see which directions are performing best and you can use that insight to build more ads of that type.
Long Tail Keywords
Make use of Long Tails Keywords
❖ You have the top performers and 'Hero' campaigns.
❖ How about discover new opportunities?
Keyword match type
Match TypeMatch Type KeywordKeyword Possible valid Possible valid search querysearch query
Board Match Adidas Shoes Nike slipper
Phrase Match “Adidas Shoes”Adidas Shoes for basketball
Exact Match [Adidas Shoes] Adidas Shoes
Negatives Keywords
❖ Identify negative keywords and new keywords to bid on
❖ Make “adding negatives” a regular part of your weekly routine
❖ Restrict ads from showing if you have more specific ads that you’d rather show.
A Profitable Long Tail
Broad + NegativeBroad + Negative
PhasePhase
ExactExact
Connect Offline to Paid Search
❖ Suggest a Keyword in the event
❖ Real-live Demo :
❖ A Campaign to download this slide:
- Yahoo/Google Search Query : SES 2010 benjamin < your comment of my speech>
- I can get comments from the keyword report in search query report :D
“The best way to have a good idea is to have lots of ideas.”
Dr. Linus Pauling quotes (American theoretical chemist and biologist 1901-1994)
Knowledge recall
Exacts Keywords
❖ Search query = 50 inch flat screen TV
❖ Keyword = flat screen
❖ Keyword match type = broad
❖ Conversion = $4,700 sale
❖ New keyword = 50 inch flat screen TV
❖ New keyword match type = exact
❖ Advantages = Know it works, cheaper CPC, more targeted
Negatives Example
❖ Search query = flat screen computer monitor
❖ Keyword = flat screen
❖ Keyword match type = broad
❖ Conversion = $0
❖ Negative keyword = computer and monitor
❖ Advantages = target right audience, don’t waste ad dollars