1. 1. Introduction to Paid Search November 2014 Anvil Media Lunch and Learn Pascal Inderabudhi Paid Search Specialist pascal@anvilmedia.com
2. 2. 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
3. 3. Bio Pascal Inderabudhi Paid Search Specialist at Anvil 3+ years SEM experience Industry experience across hospitality, retail, B2B, transportation, financial services, healthcare
4. 4. Paid search concepts
5. 5. - 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
6. 6. Who does paid search?
7. 7. 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
8. 8. - 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?
9. 9. Why use paid search
10. 10. Why use paid search? Low barrier to entry Immediate & consistent traffic Highly targeted Control costs Measure results
11. 11. Low barrier to entry Effective advertising on a limited budget Build and launch a campaign within hours User-friendly training, support, and toolkit
12. 12. 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
13. 13. 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
14. 14. 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
15. 15. 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
16. 16. How does it work?
17. 17. Paid search process 1. Advertiser targets and bids on specific keywords 2. Users enter a search query that matches the advertisers 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 1 2 3 4
18. 18. Key components of paid search Keywords Ad Copy Targeting User Search Landing Page Conversion Goal (Traffic) Goal (Revenue/Leads)
19. 19. Account Structure Ad Group 1 Ad Group 2 Ad Group 3 Ad Group 4 Keyword 1 Keyword 2 Keyword 3 Ad Copy 1 Ad Copy 2 Keyword 1 Keyword 2 Keyword 3 Keyword 1 Keyword 2 Keyword 3 Keyword 1 Keyword 2 Keyword 3 Campaign 2Campaign 1 Account Ad Copy 1 Ad Copy 2 Ad Copy 1 Ad Copy 2 Ad Copy 1 Ad Copy 2
20. 20. AdWords Interface - Campaign Account Campaign
21. 21. AdWords Interface Ad Group Ad Group Campaign
22. 22. AdWords Interface Ad Group Ad Group Keyword Ad Copy
23. 23. AdWords Interface Ad Copy Ad Group Ad Copy
24. 24. Account Structure Example Pepperoni Sausage Mushroom Peppers Pepperoni pizza Pepperoni and cheese Extra pepperoni pizza Pepperoni Pizzas Pepperoni for days. Buy today, baby! Sausage pizza Breakfast sausage pizza Meat lovers sausage pizza Mushroom pizza Mushroom lovers pizza Half mushroom pizza Jalapeno peppers pizza Pizza with banana peppers Green pepper pizza Veg PizzaMeat Pizza Pizza Co. Sausage Pizzas All kinds of sausage. Order your pizza! Mushroom Pizzas If thats your thing, get your mushrooms! Peppers Pizzas Our pepper pizzas will destroy you!
25. 25. Building the account
26. 26. How to start a PPC campaign 1. Identify & track goals 2. Research target audience & keywords 3. Organize account 4. Create ad copy 5. Finalize targeting 6. Launch
27. 27. Identify & establish goals To measure your paid search campaigns value, identify what you want to achieve: More traffic Cheaper traffic More revenue Higher returns More leads Cheaper leads
28. 28. 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
29. 29. 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
30. 30. pizza t-shirt a shirt with a pizza on it LOL do pizza shirts exist? funny pizza shirts Target Audience Research
31. 31. Keyword Research Keyword Research tactics: AdWords Keyword Planner Tool Google Search Suggest Competitor Websites Google Trends Google Analytics Internal Sales Data
32. 32. Google Keyword Tool
33. 33. Google Search Suggest
34. 34. Read Your Competitors Websites
35. 35. Google Trends
36. 36. Organize the account Pepperoni Sausage Mushroom Peppers Pepperoni pizza Pepperoni and cheese Extra pepperoni pizza Pepperoni Pizzas Pepperoni for days. Buy today, baby! Sausage pizza Breakfast sausage pizza Meat lovers sausage pizza Mushroom pizza Mushroom lovers pizza Half mushroom pizza Jalapeno peppers pizza Pizza with banana peppers Green pepper pizza Veg PizzaMeat Pizza Pizza Co. Sausage Pizzas All kinds of sausage. Order your pizza! Mushroom Pizzas If thats your thing, get your mushrooms! Peppers Pizzas Our pepper pizzas will destroy you!
37. 37. 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
38. 38. Keyword Match Types
39. 39. Google Ad Diagram Headline - 25 characters Description Line 1 - 35 characters Display URL Call-out extension Seller ratings Social extension Sitelinks extension Description Line 2 - 35 characters
40. 40. 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
41. 41. Additional targeting - Devices
42. 42. Geo-Graphic Targeting Regional Targeting Radius Targeting
43. 43. 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)
44. 44. Time of Day Targeting
45. 45. 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
46. 46. Managing the account
47. 47. 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
48. 48. 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)
49. 49. 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 campaigns goals, and pull the levers (pausing keywords, adjusting bids, improving quality score) to bring the account closer to goals
50. 50. 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 accounts search query report, found in the Keyword tab, to see what exactly users are searching for, and exclude irrelevant searches
51. 51. 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 downloa