Introduction to Paid Search
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Transcript of Introduction to Paid Search
Introduction to Paid SearchNovember 2014Anvil Media Lunch and Learn
Pascal InderabudhiPaid Search Specialist
• Integrated marketing agency founded in 2000
• Specializes in SEO, SEM, Social Media, & Analytics
• Account Team Google AdWords & Google Analytics Certified
• Focus on education via monthly Seminar Series
About Anvil
Bio• Pascal Inderabudhi• Paid Search Specialist at Anvil• 3+ years SEM experience• Industry experience across hospitality, retail, B2B,
transportation, financial services, healthcare
Paid search concepts
- Paid search is the process of achieving marketing goals by purchasing ads on search engines or partner sites
- With paid search you pay either each time your ad is clicked (pay-per-click) or, less commonly, each time your ad is displayed (cost-per-impression - CPM)
What is paid search?
Examples of pay-per-click paid search ads on Google
Who does paid search?
Digital advertising growth• According to eMarketer, digital ad
spending world wide will reach $140B in 2014
• As a percentage of total media spend, digital paid media will make up over 25% of all advertising world wide
• Global trends show increasing importance on digital paid media and potential for growth
- Paid search ads can be placed on search engine results pages (SERPs), where users view the results of their search queries
- SERPs can range from the major search engines to review websites to social media platforms and more
Where can ads be placed?
Why use paid search
Why use paid search?• Low barrier to entry• Immediate &
consistent traffic• Highly targeted• Control costs• Measure results
Low barrier to entry• Effective advertising on a
limited budget• Build and launch a
campaign within hours• User-friendly training,
support, and toolkit
Immediate & consistent traffic• Gain first page exposure for
target keywords upon launch
• Control traffic lulls and spikes with consistency based on how much you want to spend
Highly targeted• Audiences are actively and
specifically seeking out advertisers’ products
• Advertisers are able to target searchers who have the intent to act on certain keywords with highly relevant ads
Control costs• With PPC, you only pay for
results• You have the ability to set
guidelines on spend to you comfort level and to reach your specific marketing goals
Measure results• Paid search is track-able,
testable, and transparent• You can measure clicks,
conversions, click through rates, and a whole host of key metrics
• Test elements in your account and build off learnings
How does it work?
Paid search process1. Advertiser targets and bids on
specific keywords2. Users enter a search query that
matches the advertiser’s keyword targeting
3. Advertisers paid search ad is shown
4. User clicks on ad, visits advertiser's website, and advertiser is charged for that click
Advertiser targets the keyword [pizza t-shirt] and bids $1.00 for it
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2
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Key components of paid search
Keywords Ad Copy Targeting
User Search
Landing Page
Conversion
Goal(Traffic)
Goal(Revenue/Leads)
Account Structure
Ad Group 1 Ad Group 2 Ad Group 3 Ad Group 4
Keyword 1Keyword 2Keyword 3
Ad Copy 1Ad Copy 2
Keyword 1Keyword 2Keyword 3
Keyword 1Keyword 2Keyword 3
Keyword 1Keyword 2Keyword 3
Campaign 2Campaign 1
Account
Ad Copy 1Ad Copy 2
Ad Copy 1Ad Copy 2
Ad Copy 1Ad Copy 2
AdWords Interface - Campaign
Account
Campaign
AdWords Interface – Ad Group
Ad Group
Campaign
AdWords Interface – Ad Group
Ad Group
Keyword
Ad Copy
AdWords Interface – Ad Copy
Ad Group
Ad Copy
Account Structure Example
Pepperoni Sausage Mushroom Peppers
Pepperoni pizzaPepperoni and
cheeseExtra pepperoni pizza
Pepperoni PizzasPepperoni for days.
Buy today, baby!
Sausage pizzaBreakfast sausage
pizzaMeat lovers sausage
pizza
Mushroom pizzaMushroom lovers
pizzaHalf mushroom pizza
Jalapeno peppers pizza
Pizza with banana peppers
Green pepper pizza
Veg PizzaMeat Pizza
Pizza Co.
Sausage PizzasAll kinds of sausage.
Order your pizza!
Mushroom PizzasIf that’s your thing,
get your mushrooms!
Peppers PizzasOur pepper pizzaswill destroy you!
Building the account
How to start a PPC campaign1. Identify & track goals2. Research target
audience & keywords3. Organize account4. Create ad copy5. Finalize targeting6. Launch
Identify & establish goals• To measure your paid
search campaign’s value, identify what you want to achieve:• More traffic• Cheaper traffic
• More revenue• Higher returns
• More leads• Cheaper leads
Track goals• Your goals will dictate how
you manage the account• Once goals are in place:• Benchmark
performance on a scheduled basis
• Manage account to achieve performance closer to goals
Key performance indicators• Use key performance indicators
to determine how well you are achieving your goals
• Driving traffic:• Total clicks/impressions
• Traffic Efficiency:• Increasing CTR• Reducing CPC
• Driving Leads/Revenue• Total Conversions
• Lead/Revenue Efficiency• Lowering CPA• Increasing ROI
“pizza t-shirt”
“a shirt with a pizza on it LOL”
“do pizza shirts exist?”
“funny pizza shirts”
Target Audience Research
Keyword ResearchKeyword Research tactics:
• AdWords’ Keyword Planner Tool• Google Search Suggest• Competitor Websites• Google Trends• Google Analytics• Internal Sales Data
Google Keyword Tool
Google Search Suggest
Read Your Competitor’s Websites
Google Trends
Organize the account
Pepperoni Sausage Mushroom Peppers
Pepperoni pizzaPepperoni and
cheeseExtra pepperoni pizza
Pepperoni PizzasPepperoni for days.
Buy today, baby!
Sausage pizzaBreakfast sausage
pizzaMeat lovers sausage
pizza
Mushroom pizzaMushroom lovers
pizzaHalf mushroom pizza
Jalapeno peppers pizza
Pizza with banana peppers
Green pepper pizza
Veg PizzaMeat Pizza
Pizza Co.
Sausage PizzasAll kinds of sausage.
Order your pizza!
Mushroom PizzasIf that’s your thing,
get your mushrooms!
Peppers PizzasOur pepper pizzaswill destroy you!
Organize the account• With the new long list of
keywords, the next step is to organize them in specific, tight ad groups
• Some ways to segment:• Product/Service• Intent (research v
purchase KWs)• Region/geography• Brand/non-brand• Keyword match-type
Keyword Match Types
Google Ad DiagramHeadline - 25 characters
Description Line 1 - 35 characters
Display URL
Call-out extension
Seller ratings
Social extension
Sitelinks extension
Description Line 2 - 35 characters
Anatomy of a good ad• Main KWs in headline• Descriptive KWs in descriptions • Price listed clearly• Availability info clear• Ad extensions utilized fully
• Call-out extensions showcase key features and promos
• Seller ratings provide social proof
• Social extension provides further authority
• Sitelink extensions improve user experience and encourage deeper engagement
Additional targeting - Devices
Geo-Graphic TargetingRegional Targeting Radius Targeting
Network Targeting
Google Search
• Searched Keywords• Text Ads• Google.com
Search Network
• Searched Keywords
• Text Ads• Partner Sites (+
Google.com)
Display Network
• No Searches• Contextual –
Articles, etc.• Text Ads• Banner Ads• Video Ads• Network Sites
(not Google.com)
Time of Day Targeting
Launch• With goals established;
account, campaign, ad groups, and keywords organized; and ad copy locked down all that is left is to implement and launch
• Advertisers can use either Google AdWords’ platform within their browser or download the AdWords Editor for advanced management
Managing the account
Manage budgets• Set and monitor daily
budgets at the campaign level
• Track spend across campaigns throughout the month to allocate spend to higher performing campaigns
• Make sure not to exceed monthly budgets
Manage cost• Keyword bids can be set at the ad group level – KWs with no bid set will
take the ad group bid by default – or at the keyword level• Monitor KW CPC on a routine basis to ensure that keywords are meeting
performance goals• For a low-touch, but less controlled solution, consider automated bidding
(not recommended due to lack of control)
Manage efficiency• Monitor campaign performance on a routine basis to ensure that the account is getting the most
out of its budget• Identify which KWs are driving the best performance at the most efficient rate
• For the goal of driving traffic, this would be KWs that have high CTR and low CPC• For the goal of driving leads, this would be low Cost per Conversion
• Assess the key performance indicators relevant to achieving the campaign’s goals, and pull the levers (pausing keywords, adjusting bids, improving quality score) to bring the account closer to goals
Qualify keyword traffic• Broad and phrase match-type
keywords can bring in search queries unrelated to your targeting, which can drive up costs• Ex: “pizza t-shirt” can bring
up the search query “how to clean pizza from my t-shirt”
• Analyze the account’s search query report, found in the Keyword tab, to see what exactly users are searching for, and exclude irrelevant searches
Measure Conversions• Make sure your conversions
are set up properly so that you can accurately track goals
• Implement the conversion tracking pixel across your site
• Define what a conversions mean for your campaign:• Form fill• Whitepaper download• Sales• Visiting a specific page
Testing• Test, test, TEST!• Continue to test and refine
your account to optimize it to the fullest
• Test:• Ad copy headlines and
descriptions• Landing pages• Keyword combinations• Day and time adjustments• Everything
Questions & Answers