35 Paid Search Optimization Techniques - Ben Kirshner

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35PRESENTED(BY(

BEN&KIRSHNERCEO(OF(COFFEEFORLESS.COM

PAID&SEARCHOPTIMIZATION(TECHNIQUES

®

ABOUTBEN

Owns&Coffeeforless.comRanked(on(inc(5000(list(in(2006,2007,(2008,(2009,(2010(and(2011

Internet&Retailer&top&5002008,(2009,(2010(&(2011

Adjunct&instructor&at&NYUteaching(courses(on(SEM(and(SEO

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SEGMENT,(SEGMENT,(SEGMENT!

OPTIMIZATION&TECHNIQUES35

Don’t(target(desktops,(mobile(devices,(&(tablets(in(the(same(campaign(–&SEPARATE&THEM!01

X All&available&devicesLet&me&choose...

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CREATE&SEPARATE&CAMPAIGNS&FOR&BROAD&&&EXACT&MATCH&KEYWORDS&–&(OWen(Xmes,(you(will(find(exact(match(keywords(perform(be^er,(so(you(want(to(have(the(opXon(to(limit(the(money(spent(on(broad(match(keywords(andallocate(as(much(as(possible(to(exact(match.

02SEGMENT,(SEGMENT,(SEGMENT!


BUDGET COST&/&CONV.&(many`per`click)

$19,845.00/day $29.11

$400.00/day $2.43

$400.00/day $1.88

$20.00/day $37.69

$20.00/day $27.73

T`SHIRTS(:(EXACT&MATCH

SWEATSHIRTS(:(EXACT&MATCH

T`SHIRTS(:(BROAD&MATCH

SWEATSHIRTS(:(BROAD&MATCH

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USE&GOOGLE&ADWORDS&SEGMENTING&TOOLto(analyze(performance(of(Google(Search(vs.(Search(Partners.03SEGMENT,(SEGMENT,(SEGMENT!


Segment

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SEGMENT,(SEGMENT,(SEGMENT!If(opted(into(the(Google(Display(Network,MAKE&SURE&IT&IS&ALSO&IN&IT’S&OWN&CAMPAIGN&AS&PERFORMANCE&WILL&VARY&FROM&SEARCH!

04

CAMPAIGN BUDGET COST&PER&CONVERSION

T`SHIRTS(:(SEARCH $100.00 $5.00

T`SHIRTS(:(DISPLAY $50.00 $15.00


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CONDUCT&DAY&OF&WEEK&ANALYSIS.You(might(find(that(your(ads(perform(be^er(during(certain(days(&(Xmes,(so(you(will(want(to(be(more(aggressive(during(those(Xmes.(Conversely,(you(may(idenXfy(Xmes(in(which(your(ads(do(not(perform(well(at(all,(and(may(want(to(consider(turning(them(off(during(those(Xmes!

05USE(THE(DIMENSIONS&TAB


$31.72

$31.65

Sunday

Saturday

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$69.11$81.15$59.10$60.34$46.68$49.27$45.43$43.34$46.02

012345678

CONDUCT&TIME&OF&DAY&ANALYSIS.

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DO&GEOGRAPHIC&LOCATION&ANALYSIS

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08

RUN(SEARCH&QUERY&REPORTS


FIND/ADD&BROAD&MATCHNEGATIVE(KEYWORDS

09 FIND/ADD&EXACT&MATCHNEGATIVE(KEYWORDS

10 FIND/ADD&PHRASE&MATCHNEGATIVE(KEYWORDS

dKeyword

—[Keyword]

d”Keyword”

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11RUN(SEARCH&QUERY&REPORTS


LOOK&FOR&WAYS&TO&EXPAND&KEYWORDS&WITHIN&EXISTING&AD&GROUPS.

12 LOOK&FOR&NEW&AD&GROUP&THEMES&&&IDEAS.

TdSHIRTS LONG&SLEEVE&TdSHIRTS

T`shirts Long&sleeve(T`shirtsBuy(T`shirts Long&sleeved&T`shirtsWhite(T`shirts T`shirts(longdsleeveOrder(T`shirts White&long&sleeve&shirt

Discount(T`shirts Long&sleeve&shirtPlain(T`shirts

NEW&KEYWORDS

NEW&AD&GROUP

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13UTILIZE(AD&EXTENSIONS!


IMPLEMENT&CALL&EXTENSIONS

14 IMPLEMENT(SITELINKS

15 ADD(PRODUCT&EXTENSIONS

16 ADD(LOCATION&EXTENSIONS

17 ADD(SOCIAL&EXTENSIONS

NEW

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18


TEST&BROAD&MATCH&MODIFIER&FOR&BRANDED&CAMPAIGNS

19 TRY&BIDDING&ON&COMPETITOR&BRAND&NAMES&AS&KEYWORDS.&(SEPARATE(CAMPAIGN)

20 UTILIZE&GOOGLE&ADWORDS&EDITOR&FOR&BULK&CHANGES,&OPTIMIZATIONS,&AND&NEW&CAMPAIGN&LAUNCHES.

21 ADD&TYPOS&OF&MAIN,&HIGHdTRAFFIC&TERMS&USING&A&TYPO&TOOL:h^p://tools.seobook.com/spelling/keywords`typos.cgi

TEST&NEW&FEATURES,&TOOLS,&&USE&OUTSIDEdTHEdBOX&STRATEGIES

http://tools.seobook.com/spelling/keywords-typos.cgi


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22


CREATE&AUDIENCE&OF&SITE&VISITORS&THAT&HAVE&ALREADY&CONVERTED,&AND&EXCLUDE&THEM&FROM&YOUR&REMARKETING&AUDIENCE

23 SET&IMPRESSION&CAP&TO&AVOID&OVERSATURATING&PROSPECTS

24 FURTHER&SEGMENT&EXISTING&AUDIENCES

IMPROVE&REMARKETING&EFFORTS

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25ENHANCE(AD&COPY


A|B&TEST&AD&COPY

26 INCLUDE&KEYWORD&IN&DISPLAY&URL

27 ENSURE&ALL&ADS&ARE&USING&CALLdTOdACTION&PHRASES

28 USE&TRADEMARK&SYMBOLS&®&™&TO&ESTABLISH&CREDIBILITY&ON&BRANDED&TERMS

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29ENHANCE(AD&COPY


CAPITALIZE&THE&FIRST&LETTER&OF&EACH&WORD

30 USE&EXCLAMATION&POINTS!

31 CREATE&CUSTOM&LANDING&PAGES&FOR&HIGHdTRAFFIC&TERMS

32 ADVERTISE&PRICE&IN&AD&TEXT

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33OPTIMIZE(GOOGLE&DISPLAY&NETWORK


RUN&PLACEMENT&PERFORMANCE&REPORTS(TO(IDENTIFY(AND(EXCLUDE(YOUR(ADS(FROM(SHOWING(ON(POOR`PERFORMING(AND(IRRELEVANT(SITES(IN(THE(GDN.

34 ADD&NEGATIVE&KEYWORDS(TO(DISPLAY(CAMPAIGNS(IF(YOU(NOTICE(GOOGLE(SHOWING(YOUR(ADS(ON(GROUPS(OF(IRRELEVANT(SITES(WITH(THE(SAME(THEME

35 AD&GROUPS&SHOULD&BE&GRANULAR&AND&CONTAIN&NO&MORE&THAN&6&–&8&KEYWORDS&EACH

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ALL&35&OPTIMIZATION&TECHNIQUES


01&Don’t(target(desktops,(mobile(devices,(&(tablets(in(the(same(campaign(–(separate(them!

02&Create(separate(campaigns(for(broad(&(exact(match(keywords.(OWen(Xmes,(you(will(find(exact(match(keywords(perform(beêr,(so(you(want(to(have(the(opXon(to(limit(the(money(spent(on(broad(match(keywords(and(allocate(as(much(as(possible(to(exact(match.

03&Use(Google(AdWords(segmenXng(tool(to(analyze(performance(of(Google(Search(vs.(Search(Partners.

04(If(opted(into(the(Google(Display(Network,(make(sure(it(is(also(in(it’s(own(campaign(as(performance(will(vary(from(search!

05(Conduct(Day(of(Week(Analysis.

06(Conduct(Time(of(Day(Analysis.

07(Conduct(Geographic(Analysis.

08&Find/Add(broad(match(negaXve(keywords.

09(Find/Add(exact(match(negaXve(keywords.

10(Find/Add(phrase(match(negaXve(keywords.

11(Look(for(ways(to(expand(keywords(within(exisXng(ad(groups.

12(Look(for(new(ad(group(themes(&(ideas.

13(Implement(Site(Links.

14(Implement(Call(Extensions.

15(Add(Product(Extensions.

16(Add(LocaXon(Extensions.

17(NEW&–(Add(Social(Extensions.

18(Test(Broad(Match(Modifier(for(branded(campaigns.

19(Try(bidding(on(compeXtor(brand(names(as(keywords.((Separate(campaign).

20(UXlize(Google(AdWords(Editor(for(bulk(changes,(opXmizaXons,(and(new(campaign(launches.

21(Add(typos(of(main,(high`traffic(terms(using(a(typo(tool:(h^p://tools.seobook.com/spelling/keywords`typos.cgi

22(Create(audience(of(site(visitors(that(have(already(converted,(and(exclude(them(from(your(remarkeXng(audience.

23(Set(Impression(Cap(to(avoid(oversaturaXng(prospects.

24(Further(segment(exisXng(audiences.

25(A|B(test(ad(copy.

26(Include(keyword(in(Display(URL.

27(Ensure(all(ads(are(using(call`toàcXon(phrases.

28(Use(trademark(symbols(®(™(to(establish(credibility(on(branded(terms.

29(Capitalize(The(First(Leêr(Of(Each(Word.

30(Use(exclamaXon(points!

31(Create(custom(landing(pages(for(high`traffic(terms.

32(Run(Placement(Performance(Reports(to(idenXfy(and(exclude(your(ads(from(showing(on(poor`performing(and(irrelevant(sites(in(the(GDN.

33(AdverXse(price(in(ad(text.

34(Add(negaXve(keywords(to(display(campaigns(if(you(noXce(Google(showing(your(ads(on(groups(of(irrelevant(sites(with(the(same(theme..

35(Ad(groups(should(be(granular(and(contain(no(more(than(6(–(8(keywords(each.





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THANK&[email protected]

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35 Paid Search Optimization Techniques - Ben Kirshner

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