Search Advertising Class
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Transcript of Search Advertising Class
![Page 1: Search Advertising Class](https://reader034.fdocuments.net/reader034/viewer/2022052413/559843201a28ab0a328b46d6/html5/thumbnails/1.jpg)
MAXIMIZE RESULTSWITH
SEARCH ADVERTISING
Chris Reil ly @reil ly3000 unleashed-online.com
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AgendaPaid vs. Organic
How to create a paid search campaign
Paid Search for Local Businesses
Other forms of small business online ads
Resources and questions
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Why paid search?Results tend to happen fast.Compared to SEO and Social Campaigns.
You’re on their team. Advertising funds Google, Bing, and Yahoo. Organic marketing is a cost center.
Total flexibility and control.Testing messaging and markets is fast and easy.
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Source: Wordstream 2012
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Search Engine Results Page
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How search ads workEvery search is an auction
Every advertiser places a bid
Every advertisement is ranked by quality
Ads are ranked by Bid X Quality Score
Pay More Money vs Increase Quality
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$1 X 5 = 5
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ACTUAL COST = ( AD RANK OF THE POSITION BELOW / QUALITY SCORE OF YOUR AD ) + $0.01
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Why quality mattersRevenue optimization for search engines
Quality search experience
Targeting irrelevant search terms
Advertisers getting free impressions
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What is high quality?Quality, well-written, appealing ads
On relevant keywords
That lead to a relevant page
That has a history of success
High quality campaigns have dozens of ads and few targets
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Phase 1 – ResearchPhase 2 – SetupPhase 3 – TrackingPhase 4 – Optimization
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Phase 1 - Research
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Phase 1 - Research
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Phase 1 - Research
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Phase 1 - Research
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Phase 1 - Research
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Phase 2 - Setup
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Phase 2 - Setup
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Phase 2 - Setup
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Phase 2 - SetupDon’t just write
one ad!
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Phase 2 - SetupTightly Targeted Ad Groups Rock!
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Phase 2 - Setup
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Phase 2 - Setup
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Phase 2 - Setup
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Phase 2 - Setup
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Phase 3 - TrackingSetup Conversion TrackingForm CompletionOnline PurchaseVisit of a key page
Any time you aremaking money or have a chance tomake money-TRACK IT!
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Phase 3 - TrackingTracking CallsPhone number in ad!Click to call in mobileJavascript number changer on site
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Phase 3 - TrackingGoogle Analytics
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Phase 4 - OptimizationAd Performance
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Phase 4 - OptimizationKeywords
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Phase 4 - OptimizationUse Negative Keywords:Ex: Adoption –PET Sperm Bank - ‘of America’ –’Whale’
Write many ad variations and test:“Learn More.” vs “Learn more!”
See search termsFind out what is actually bringing clicks
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Use Negative Keywords:Ex: Adoption –PET Sperm Bank - ‘of America’ –’Whale’
Write many ad variations and test:“Learn More.” vs “Learn more!”
See search terms
Phase 4 - Optimization
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Rookie CampaignsCampaign Ad Group Ad Copy Landing Page
Outcome:Each person with different needssees the same ad and same page.
Results: POOR!
Keywords
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Pro CampaignsCampaign Ad Group Ad Copy Landing Page
Outcome:Each Person Gets a Customized, cohesive experience
Results: AWESOME!
Keywords
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There is an easier way
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Where to advertiseSearch Engines – for solving problems
Social Media – for creating relationships
Display – for building branding and recall
Video – emotional impact.
Mobile – for making quick decisions
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You can do it yourself.
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It can cost whatever youwant it to cost.
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It will work as wellas you work it.
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Questions?
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ResourcesIndustry News:searchenginewatch.comsearchengineland.comPPCBlog.comMarket Research:Search for “Keyword Tool”Google.com/insights
Get StartedGoogle.com/AdwordsBingAds.Microsoft.com