The Media Kitchen’s Search 101

be brave | be inventive | defy expectations

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What is Paid Search?Paid Search is a form of pay-per-click advertising that captures consumer intent

Consumers look for information with

search query

Advertisers respond with relevant

Paid Search Ads

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Search Ad Formats & Extensions

Other Ad Extensions:

• Location Extensions - Google

• Product Extensions - Google

Site Link Extensions - Google

Rich Ads In Search (RAIS) – Yahoo/Bing

Text Ad Format

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Quality Score can be improved by:oRestructuring campaign to

create tighter ad groups & more specific ads

oDeep link to a more specific/relevant landing page

Quality Score affects:o Ranko CPC Bid

Quality Score: Importance of Relevance

Google determines a quality score for each keyword, ad group, campaign and account

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Maximum amount that will be paid for a click on the ad (Set by advertiser)

Along with quality score, it determines the position of the ad on the search results.

Quality Score being equal- generally higher the Max. Bid, the higher the position

Max CPC Bid Actual cost incurred

when Ad is clicked on (determined by Search Engine)

Affected by Quality Score (Relevance of your Keywords/Ad)

Never greater than the Max. Bid.

Actual CPC

Auction Pricing System

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New Project Client informs us

We share KW’s/structure +

estimates

Client reviews, changes, sends

ad copy

We review/ approve

Ad copy is reviewed by legal

We traffic keywords and set

up campaign.

Search Project Management

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Account

Campaign

Ad Group

Keywords

Ad Group

Ads

Keywords

Ads

Campaign

Ad Group

Keywords

Ad Group

Ads

Keywords

Ads

Search Campaign Structure

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Vanguard

Mutual Funds Retirement 401K

Mutual Funds Compare 401K Contribution

“top mutual funds”

“mutual fund comparisons”

“compare mutual funds”

“401k limit”

“401k contribution”

“401k max contribution”

Search Campaign Structure: Example

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Broad Match Modified: singular/plural forms, misspellings, abbreviations, acronyms, stemmings (e.g. etf’s, eft, exchanged traded funds)

Broad Match: synonyms, related phrases/words (e.g. stocks, investment funds)

Exact Match: exact keyword/phrase exclusively [etf]

Phrase Match: exact keyword/phrase, but can include words before or after (e.g. vanguard etf, etf investing)

VOLUME

PRECISION

Keyword: etf

Keyword Match Types

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Navigational

Reach brand aware searchers seeking General / Product Information

i.e. vanguard, www.vanguard.com

Lower in the search funnel

Low volume

High return

Non-Navigational

Reach searchers looking for product information and those looking to self

diagnose

i.e. etfs, mutual funds, retirement ira

Higher in the search funnel

High volume

Low return

Non-Navigational Branded

Reach searchers looking for branded product information

i.e. vanguard etfs, vanguard funds, vanguard ira

Lowest in the search funnel

Low volume

High return

Keyword Categorization

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Keyword Offering

CTR

CPC

Rank

CPA

COS

ROAS

Bid/Budget Optimization

Match Type Optimization

Creative Optimization

Data Harvesting

Campaign/Ad Group/Keyword

Expansion

AccountLaunch

Performance Analysis

Comprehensive

Optimization

Account Expansion

TMK Search Optimization Strategy

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Want To Learn More?

Contact Us:

www.mediakitchen.tv@themediakitchen

646.336.9400