Optimize Your Paid Search Program CSE 197/BIS 197: Search Engine Strategies...
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Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 14-1 Optimize Your Paid Search Program Optimize Your Paid Search Program In this section, we discuss: In this section, we discuss: - - Types of Paid Search Types of Paid Search - - Planning Paid Search Planning Paid Search - - Paid Search Optimization Paid Search Optimization step step - - by by - - step guide to implement a paid step guide to implement a paid search campaign search campaign
Transcript of Optimize Your Paid Search Program CSE 197/BIS 197: Search Engine Strategies...
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-1
Op
tim
ize Y
ou
r P
aid
Searc
h P
rog
ram
Op
tim
ize Y
ou
r P
aid
Searc
h P
rog
ram
��In
th
is s
ectio
n,
we
dis
cu
ss:
In t
his
sectio
n,
we
dis
cu
ss:
−−T
ypes o
f P
aid
Searc
hT
ypes o
f P
aid
Searc
h
−−P
lann
ing P
aid
Searc
hP
lann
ing P
aid
Searc
h
−−P
aid
Searc
h O
ptim
izatio
nP
aid
Searc
h O
ptim
izatio
nste
pste
p-- b
yby-- s
tep g
uid
e to im
ple
ment a p
aid
ste
p g
uid
e to im
ple
ment a p
aid
searc
h c
am
paig
nsearc
h c
am
paig
n
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-2
Wh
y P
aid
Searc
h?
Wh
y P
aid
Searc
h?
��C
om
pa
re t
o S
EM
, w
ha
t a
re t
he
ad
va
nta
ge
s o
f p
aid
C
om
pa
re t
o S
EM
, w
ha
t a
re t
he
ad
va
nta
ge
s o
f p
aid
se
arc
h?
se
arc
h?
��E
con
om
icE
con
om
icadva
nta
ge
sadva
nta
ge
s
−−C
usto
mer
qualit
yC
usto
mer
qualit
y
−−C
usto
mer
segm
enta
tion
Custo
mer
segm
enta
tion
−−C
ost
Cost
−−T
imin
gT
imin
g
��T
echn
ica
lT
echn
ica
ladva
nta
ge
sadva
nta
ge
s
−−U
nlim
ited k
eyw
ord
sU
nlim
ited k
eyw
ord
s
−−F
lexib
ility
Fle
xib
ility
−−C
usto
mer
oriente
d d
esig
nC
usto
mer
oriente
d d
esig
n
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-3
Wh
y P
aid
Searc
h?
Wh
y P
aid
Searc
h?
��W
ha
tW
ha
t ’’s t
he
ca
tch
?s t
he
ca
tch
?
��S
ho
w m
e t
he
mo
ne
yS
ho
w m
e t
he
mo
ne
y!!
−−R
em
em
ber
the c
lick f
rauds?
Rem
em
ber
the c
lick f
rauds?
−−P
aid
searc
h c
an b
e
Pa
id s
earc
h c
an b
e e
xp
ensiv
e
exp
ensiv
e if not
execute
d p
rop
erly
if n
ot
execute
d p
rop
erly
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-4
Typ
es
of
Paid
Searc
hT
yp
es
of
Paid
Searc
h
��F
ixe
d P
lace
me
nt
Fix
ed
Pla
ce
me
nt
−−T
he p
lace
The p
lace
your
ad a
ppears
rem
ain
s f
ixed
your
ad a
ppears
rem
ain
s f
ixed
−−T
he p
rice
The p
rice is u
sually
als
o f
ixe
dis
usually
als
o f
ixe
d
−−P
ay
Pay ––
per
per
––im
pre
ssio
nim
pre
ssio
n
−−Lon
g c
ontr
act tim
eLon
g c
ontr
act tim
e
��P
ros &
Co
ns
Pro
s &
Co
ns
−−P
lace g
uara
nte
ed.
Pri
ce p
redic
table
& f
ixed
Pla
ce g
uara
nte
ed.
Pri
ce p
redic
table
& f
ixed
−−N
ot
flexib
leN
ot
flexib
le
−−B
ott
om
lin
e: be
Bott
om
lin
e: be V
ER
Y S
UR
EV
ER
Y S
UR
Eab
out
what
you a
re p
urs
uin
g
ab
out
what
you a
re p
urs
uin
g
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-5
Typ
es
of
Paid
Searc
hT
yp
es
of
Paid
Searc
h
��““ T
rad
itio
na
lT
rad
itio
na
l ””P
aid
Pla
ce
me
nt
Pa
id P
lace
me
nt
−−T
he o
ne w
eT
he o
ne w
e’’ v
e b
ee
n d
iscussin
g t
he w
ho
le s
em
este
rve b
ee
n d
iscussin
g t
he w
ho
le s
em
este
r
−−G
oogle
& Y
aho
o s
till
ow
n 9
7%
mark
et
& Y
aho
o s
till
ow
n 9
7%
mark
et
−−S
mall
pla
yers
: S
mall
pla
yers
: G
oC
lick.c
om
GoC
lick.c
om
& m
sn
& m
sn A
dC
ente
rA
dC
ente
r
��C
ha
racte
ristics
Ch
ara
cte
ristics
−−P
ay
Pay-- p
er
per --
clic
kclic
k
−−P
ay b
y b
iddin
g in k
eyw
ord
auction
Pay b
y b
iddin
g in k
eyw
ord
auction
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-6
Typ
es
of
Paid
Searc
hT
yp
es
of
Paid
Searc
h
��““ T
rad
itio
na
lT
rad
itio
na
l ””P
aid
Pla
ce
me
nt
Pa
id P
lace
me
nt
−−K
eyw
ord
bid
din
g is a
com
plic
ate
d p
rocess
Keyw
ord
bid
din
g is a
com
plic
ate
d p
rocess
−−B
oth
and Y
ah
oo n
ow
use a
B
oth
and Y
ah
oo n
ow
use a
com
bin
ation
com
bin
ation
of
price
of
price
and c
lick
and c
lick-- t
hro
ugh t
o d
ete
rmin
e t
he w
inner
for
a b
idth
rough t
o d
ete
rmin
e t
he w
inner
for
a b
id
−−T
his
makes e
stim
ation o
f fina
l keyw
ord
cost
difficult
This
makes e
stim
ation o
f fina
l keyw
ord
cost
difficult
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-7
Typ
es
of
Paid
Searc
hT
yp
es
of
Paid
Searc
h
��C
on
textu
al A
ds
Co
nte
xtu
al A
ds..
−−C
onte
xtu
al ad s
yste
m s
cans
Co
nte
xtu
al ad s
yste
m s
cans t
he text
of
the text
of
a W
eb s
ite f
or
a W
eb s
ite f
or
keyw
ord
s a
nd r
etu
rns a
ds b
ase
d o
n
keyw
ord
s a
nd r
etu
rns a
ds b
ase
d o
n w
hat th
e u
ser
is
wh
at th
e u
ser
is
vie
win
gvie
win
g
−−It is a
more
sophis
ticate
d f
orm
of
It is a
more
sophis
ticate
d f
orm
of
aff
iliate
d m
ark
eting
aff
iliate
d m
ark
eting
−−G
oogle
’’ s
s A
dS
ense
AdS
ense
& Y
ah
oo
& Y
ah
oo
’’ s C
onte
nt
Matc
h n
etw
ork
are
s C
onte
nt
Matc
h n
etw
ork
are
exam
ple
s o
f conte
xtu
al A
d.
Ven
dors
exam
ple
s o
f conte
xtu
al A
d.
Ven
dors
−−G
oogle
: sam
e a
s
: sam
e a
s A
dW
ord
AdW
ord
; Y
ahoo:
separa
ted
; Y
ahoo:
separa
ted
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-8
Typ
es
of
Paid
Searc
hT
yp
es
of
Paid
Searc
h
��C
on
textu
al A
ds:
Co
nte
xtu
al A
ds:
Pro
s &
Co
ns
Pro
s &
Co
ns
−−A
ud
ience
Aud
ience
: very
specific
custo
mer
gro
ups
: very
specific
custo
mer
gro
ups
−−C
ontr
ol
Co
ntr
ol : Y
ou
: Y
ou c
annot
cannot
choose t
he s
ite, th
e p
lace o
r th
e a
d.
choose t
he s
ite, th
e p
lace o
r th
e a
d.
−−C
ost
Cost :
should
conte
xtu
al ad.
Cost th
e s
am
e a
s p
aid
:
should
conte
xtu
al ad.
Cost th
e s
am
e a
s p
aid
pla
cem
ent?
pla
cem
ent?
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-9
Typ
es
of
Paid
Searc
hT
yp
es
of
Paid
Searc
h
��L
oca
l A
ds
Lo
ca
l A
ds
−−Loca
l searc
h is d
eem
ed a
s t
he h
oly
gra
il of advert
isin
gLoca
l searc
h is d
eem
ed a
s t
he h
oly
gra
il of advert
isin
g
−−U
se
d t
o b
e m
ain
ly o
fflin
e (
thin
k y
ello
w p
age a
nd loca
l U
se
d t
o b
e m
ain
ly o
fflin
e (
thin
k y
ello
w p
age a
nd loca
l ne
wsp
ap
ers
)ne
wsp
ap
ers
)
−−A
t in
fancy s
tage o
nlin
eA
t in
fancy s
tage o
nlin
e
−−M
ore
than
More
than ¼¼
searc
hes in 2
004 a
re n
ear
hom
e o
r w
ork
searc
hes in 2
004 a
re n
ear
hom
e o
r w
ork
−−70%
ha
d u
sed t
he I
nte
rnet
to s
earc
h f
or
a loca
l serv
ice
70%
ha
d u
sed t
he I
nte
rnet
to s
earc
h f
or
a loca
l serv
ice
busin
ess a
t any p
oin
t, a
nd 4
6%
had u
sed t
he I
nte
rnet to
busin
ess a
t any p
oin
t, a
nd 4
6%
had u
sed t
he I
nte
rnet to
searc
h o
ne
or
more
tim
es f
or
a loca
l serv
ice in 2
00
5searc
h o
ne
or
more
tim
es f
or
a loca
l serv
ice in 2
00
5
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-1
0
Typ
es
of
Paid
Searc
hT
yp
es
of
Paid
Searc
h
��L
oca
l A
ds
Lo
ca
l A
ds
−−Y
ah
oo is t
he b
iggest
vend
or
Yah
oo is t
he b
iggest
vend
or
−−F
ree lis
ting
Fre
e lis
ting
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-1
1
Typ
es
of
Paid
Searc
hT
yp
es
of
Paid
Searc
h��
Sh
op
pin
g S
ea
rch
Sh
op
pin
g S
ea
rch
−−S
pecific
ally
desig
ne
d s
earc
h e
ng
ines t
hat offer
one
Specific
ally
desig
ne
d s
earc
h e
ng
ines t
hat offer
one
-- sto
p
sto
p
shop
pin
g for
part
icula
r pro
ducts
shop
pin
g for
part
icula
r pro
ducts
−−C
usto
mers
: tr
ansactio
na
l searc
hers
ready to b
uy (
twic
e a
s
Custo
mers
: tr
ansactio
na
l searc
hers
ready to b
uy (
twic
e a
s
like
ly t
o b
uy a
nd b
uy tw
ice a
s m
uch)
like
ly t
o b
uy a
nd b
uy tw
ice a
s m
uch)
−−1%
of
all
Inte
rnet tr
affic
, 22%
gro
wth
rate
(2004)
1%
of
all
Inte
rnet tr
affic
, 22%
gro
wth
rate
(2004)
−−M
ajo
r pla
yers
Majo
r pla
yers
−−C
om
petito
rs in t
he s
am
e p
roduct
cate
gory
are
charg
ed t
he
Com
petito
rs in t
he s
am
e p
roduct
cate
gory
are
charg
ed t
he
sam
e p
er
sam
e p
er --
clic
k f
ee
clic
k f
ee
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-1
2
Pla
nn
ing
Paid
Searc
hP
lan
nin
g P
aid
Searc
h
��S
TE
P 1
: D
on
ST
EP
1:
Do
n’’ t
fo
rge
t yo
ur
GO
AL
S!
t fo
rge
t yo
ur
GO
AL
S!
−−W
hat
do y
ou w
ant?
Tra
ffic
or
convers
ion?
What
do y
ou w
ant?
Tra
ffic
or
convers
ion?
−−R
em
em
ber
to m
easure
them
!R
em
em
ber
to m
easure
them
!
��S
TE
P 2
: P
aid
Pla
ce
me
nt
Se
arc
h
ST
EP
2:
Pa
id P
lac
em
en
t S
ea
rch
––P
os
itio
n
Po
sit
ion
−−T
op p
ositio
n a
ttra
cts
40%
more
T
op p
ositio
n a
ttra
cts
40%
more
tra
ffic
traff
icth
an 2
than 2
nd
nd
positio
npositio
n
−−80%
of th
e lo
wer
dem
and k
eyw
ord
s s
how
hig
her
80%
of th
e lo
wer
dem
and k
eyw
ord
s s
how
hig
her
convers
ion
rate
sconvers
ion
rate
sfo
r fo
r lo
wer
slo
ts!
low
er
slo
ts!
��S
TE
P 3
: D
on
ST
EP
3:
Do
n’’ t
fo
rge
t lo
ca
l s
ea
rch
!t
forg
et
loc
al
se
arc
h!
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-1
3
Pla
nn
ing
Paid
Searc
hP
lan
nin
g P
aid
Searc
h
��M
ark
eti
ng
Ba
sic
s (
an
d h
ow
th
ey r
ela
te t
o S
EM
)M
ark
eti
ng
Ba
sic
s (
an
d h
ow
th
ey r
ela
te t
o S
EM
)
−−S
carc
ity:
Scarc
ity: s
carc
e ite
ms c
ost m
ore
(le
ss s
up
ply
, m
ore
dem
and)
scarc
e ite
ms c
ost m
ore
(le
ss s
up
ply
, m
ore
dem
and)
��In
shoppin
g s
earc
h
In s
hoppin
g s
earc
h -
---pro
duct cate
gories w
ith m
ore
com
petito
rs c
ost
pro
duct cate
gories w
ith m
ore
com
petito
rs c
ost
more
m
ore
��In
paid
pla
cem
ent
In p
aid
pla
cem
ent
––m
ore
bid
ders
= h
igher
fees
more
bid
ders
= h
igher
fees
−−E
ffic
ien
cy:
Eff
icie
nc
y:
selle
rs w
ill m
axim
ize the p
rice b
ased o
n t
he v
alu
e
selle
rs w
ill m
axim
ize the p
rice b
ased o
n t
he v
alu
e
to the b
uye
rsto
the b
uye
rs
��In
oth
er
word
s,
In o
ther
word
s,
the m
ark
et price is a
nth
e m
ark
et price is a
nu
nb
iased
esti
mate
un
bia
sed
esti
mate
of th
e tru
e
of th
e tru
e
valu
e o
f th
e p
roduct
valu
e o
f th
e p
roduct
��In
the r
eal w
orld,
In the r
eal w
orld,
no
no
mark
et is
tota
lly e
ffic
ient
mark
et is
tota
lly e
ffic
ient
––in
form
ation a
sym
metr
yin
form
ation a
sym
metr
y
��In
paid
pla
cem
ent
In p
aid
pla
cem
ent
––better
unders
tandin
g o
f your
keyw
ord
valu
ebetter
unders
tandin
g o
f your
keyw
ord
valu
eis
the
is the
key to h
igher
effic
iency
key to h
igher
effic
iency
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-1
4
Pla
nn
ing
Paid
Searc
hP
lan
nin
g P
aid
Searc
h
��M
ark
eti
ng
Ba
sic
s (
an
d h
ow
th
ey r
ela
te t
o S
EM
)M
ark
eti
ng
Ba
sic
s (
an
d h
ow
th
ey r
ela
te t
o S
EM
)
−−E
ffic
ien
cy:
Eff
icie
nc
y:
selle
rs w
ill m
axim
ize the p
rice b
ased o
n t
he v
alu
e
selle
rs w
ill m
axim
ize the p
rice b
ased o
n t
he v
alu
e
to the b
uye
rsto
the b
uye
rs
��W
hy c
ould
som
eone o
utb
id y
ou?
Why c
ould
som
eone o
utb
id y
ou?
��In
oth
er
word
s, w
hy w
ould
the v
alu
e o
f a k
eyw
ord
be h
igher
for
yIn
oth
er
word
s, w
hy w
ould
the v
alu
e o
f a k
eyw
ord
be h
igher
for
your
our
com
petito
rs?
com
petito
rs?
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-1
5
Pla
nn
ing
Paid
Searc
hP
lan
nin
g P
aid
Searc
h
��S
tart
ing
yo
ur
pa
id p
lac
em
en
t c
am
pa
ign
Sta
rtin
g y
ou
r p
aid
pla
ce
me
nt
ca
mp
aig
n
−−S
tart
sm
all:
Sta
rt s
mall:
don
don
’’ t e
xp
ect
it to w
ork
at th
e b
egin
nin
gt
exp
ect
it to w
ork
at th
e b
egin
nin
g
−−S
tart
bro
ad
:S
tart
bro
ad
:choose a
colle
ction
of keyw
ord
s, colle
ct
data
choose a
colle
ction
of keyw
ord
s, colle
ct
data
−−M
on
ito
r clo
sely
: M
on
ito
r clo
sely
: co
llect tr
aff
ic, convers
ion, pro
fit
co
llect tr
aff
ic, convers
ion, pro
fit ……
. A
s m
uch
. A
s m
uch
data
as y
ou c
ould
get
data
as y
ou c
ould
get
−−O
pti
miz
e t
he lis
tO
pti
miz
e t
he lis
t
−−It
era
te!
Itera
te!
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-1
6
Ste
pS
tep
-- by
by
-- ste
p P
aid
Searc
hs
tep
Paid
Searc
h
��1
. D
ec
ide
yo
ur
bu
dg
et
1.
De
cid
e y
ou
r b
ud
ge
t
−−B
uil
d t
o b
ud
get:
B
uil
d t
o b
ud
get:
add u
p a
ll your
costs
and a
sk f
or
the b
ud
get
add u
p a
ll your
costs
and a
sk f
or
the b
ud
get
��C
reative c
osts
Cre
ative c
osts
��M
anagem
ent costs
Managem
ent costs
��M
edia
costs
Media
costs
−−B
ud
get
to b
uild
:
Bu
dg
et
to b
uild
: h
anded a
bu
dg
et to
do e
very
thin
ghanded a
bu
dg
et to
do e
very
thin
g
−−D
ecid
e y
ou
r m
edia
cost
Decid
e y
ou
r m
edia
cost
��V
ery
difficult task, sin
ce c
ost is
dependent on
Very
difficult task, sin
ce c
ost is
dependent on
clic
kclic
k-- t
hro
ugh
thro
ugh
��A
nd
And g
oogle
only
show
s y
ou the A
VE
RA
GE
bid
only
show
s y
ou the A
VE
RA
GE
bid
��A
nd M
OR
E T
HA
N that!
And M
OR
E T
HA
N that!
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-1
7
Ste
pS
tep
-- by
by
-- ste
p P
aid
Searc
hs
tep
Paid
Searc
h
��1
. D
ec
ide
yo
ur
bu
dg
et
1.
De
cid
e y
ou
r b
ud
ge
t
−−D
ecid
e y
ou
r m
edia
cost
Decid
e y
ou
r m
edia
cost
��T
est usin
g b
oth
yahoo a
nd
Test usin
g b
oth
yahoo a
nd g
oogle
��D
on
Don
’’ t e
stim
ate
t estim
ate
��U
se the a
vera
ge
Use the a
vera
ge
−−M
edia
cost cou
ld
Media
cost cou
ld n
ot
not
be e
stim
ate
d a
ccura
tely
be e
stim
ate
d a
ccura
tely
��S
econd p
rice a
uction
Second p
rice a
uction
��C
onvers
ion a
ffects
fee
Convers
ion a
ffects
fee
��A
uction is a
n e
ver
Auction is a
n e
ver --
changin
g g
am
echangin
g g
am
e
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-1
8
Ste
pS
tep
-- by
by
-- ste
p P
aid
Searc
hs
tep
Paid
Searc
h
��2
. S
et
Up
Yo
ur
Ac
co
un
t2
. S
et
Up
Yo
ur
Ac
co
un
t
−−F
ocus o
n o
ne v
end
or
to b
eg
inF
ocus o
n o
ne v
end
or
to b
eg
in
−−G
oogle
vs. Y
ah
oo
vs. Y
ah
oo
��U
sed to h
ave d
iffe
rent sty
leU
sed to h
ave d
iffe
rent sty
le
��G
ap s
urf
ing
Gap s
urf
ing
, , bid
jam
min
g &
bid
jam
min
g &
daypart
ing
daypart
ing
��N
o longer
usefu
lN
o longer
usefu
l
$1 $0.5
$0.2
5
$0.9
9
$0.5
1
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-1
9
Ste
pS
tep
-- by
by
-- ste
p P
aid
Searc
hs
tep
Paid
Searc
h
��3
. S
ele
ct
Bid
Ma
na
ge
me
nt
To
ol
3.
Se
lec
t B
id M
an
ag
em
en
t T
oo
l
−−T
o s
tart
, T
o s
tart
, goog
legoog
leor
yah
oo t
ools
are
fin
e (
and f
ree!)
or
yah
oo t
ools
are
fin
e (
and f
ree!)
−−O
ther
tools
are
:O
ther
tools
are
:
��M
ark
et le
ap
Mark
et le
ap
��perf
orm
ics
perf
orm
ics
��T
he s
earc
h w
ork
sT
he s
earc
h w
ork
s
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-2
0
Ste
pS
tep
-- by
by
-- ste
p P
aid
Searc
hs
tep
Paid
Searc
h
��4
. S
ele
ct
Ta
rge
ts4
. S
ele
ct
Ta
rge
ts
−−K
eyw
ord
s o
r pro
ducts
Keyw
ord
s o
r pro
ducts
−−F
or
shopp
ing s
earc
h e
ng
ines,
set
up tru
st
For
shopp
ing s
earc
h e
ng
ines,
set
up tru
st --
feed a
nd p
ay a
fe
ed a
nd p
ay a
fixe
d f
ee
fixe
d f
ee
−−F
or
paid
pla
cem
ent,
refe
r to
our
dis
cussio
n b
efo
re r
egard
ing
For
paid
pla
cem
ent,
refe
r to
our
dis
cussio
n b
efo
re r
egard
ing
keyw
ord
sele
ction
keyw
ord
sele
ction
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-2
1
Ste
pS
tep
-- by
by
-- ste
p P
aid
Searc
hs
tep
Paid
Searc
h��
5.
Ma
na
ge
Ke
yw
ord
s5
. M
an
ag
e K
eyw
ord
s
−−Y
ah
oo d
ivid
e k
eyw
ord
s into
Y
ah
oo d
ivid
e k
eyw
ord
s into
cate
gori
es
cate
gori
es
−−G
oogle
refe
rs t
o them
as
refe
rs t
o them
as a
d g
roups
ad g
roups ��
cam
paig
ncam
paig
n
��6
. M
atc
h T
yp
e f
or
Ke
yw
ord
s6
. M
atc
h T
yp
e f
or
Ke
yw
ord
s
−−B
road m
atc
hB
road m
atc
h(( g
oog
legoog
led
efa
ult)
/ d
efa
ult)
/ advance
d m
atc
hadvance
d m
atc
h(Y
ahoo
):
(Yahoo
):
inclu
de v
ari
ation o
f keyw
ord
sin
clu
de v
ari
ation o
f keyw
ord
s
−−P
hra
se m
atc
hP
hra
se m
atc
h(( g
oog
legoog
le):
must conta
in t
he e
xa
ct phra
se!
): m
ust conta
in t
he e
xa
ct phra
se!
−−E
xact
matc
hE
xact
matc
h(( g
oog
legoog
le)
/ )
/ sta
ndard
matc
hsta
ndard
matc
h(y
ahoo d
efa
ult):
only
(y
ahoo d
efa
ult):
only
th
e e
xact
phra
se
the e
xact
phra
se
−−N
egative m
atc
hN
egative m
atc
h
��7
. G
eo
gra
ph
ic t
arg
eti
ng
of
ke
yw
ord
s7
. G
eo
gra
ph
ic t
arg
eti
ng
of
ke
yw
ord
s
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-2
2
Ste
pS
tep
-- by
by
-- ste
p P
aid
Searc
hs
tep
Paid
Searc
h
��8
. S
ele
ct
Bid
din
g S
tra
teg
y8
. S
ele
ct
Bid
din
g S
tra
teg
y
−−T
hre
e focuses: m
axim
ize
Thre
e focuses: m
axim
ize r
etu
rns
retu
rns, m
inim
ize
, m
inim
ize c
osts
costs
, m
axim
ize
, m
axim
ize p
rofit
pro
fit
−−T
he
The k
ey
key
is to u
se m
etr
ics to d
rive y
our
bid
s
is to u
se m
etr
ics to d
rive y
our
bid
s ––
obje
ctive b
iddin
gobje
ctive b
iddin
g
−−M
etr
ics u
sefu
l fo
r bid
managem
ent
Metr
ics u
sefu
l fo
r bid
managem
ent
��C
PA
:
CP
A:
ad
co
st
/ n
um
ber
of
AC
TIO
NS
(ad
co
st
/ n
um
ber
of
AC
TIO
NS
(m
inim
ize
min
imiz
e c
osts
costs
))
��P
rofi
t M
arg
in:
P
rofi
t M
arg
in:
pro
fit
per
un
it /
re
ven
ue p
er
un
it (
pro
fit
per
un
it /
re
ven
ue p
er
un
it (
maxim
ize
m
axim
ize
pro
fit
pro
fit ))
��R
OA
SR
OA
S:
reven
ue /
ad
co
st
(:
reven
ue /
ad
co
st
( maxim
ize
maxim
ize r
etu
rns
retu
rns))
��R
OI
RO
I : p
rofi
t /
ad
co
st
(:
pro
fit
/ ad
co
st
( maxim
ize
maxim
ize r
etu
rns
retu
rns))
��A
llo
wab
leA
llo
wab
le:
hig
hest
CP
A
: h
igh
est
CP
A
−−Y
ou
You c
annot
cannot
optim
ize A
LL m
etr
ics!
optim
ize A
LL m
etr
ics!
��D
iffe
rent
optim
ization s
trate
gy leads t
o d
iffe
rent
perf
orm
ance
sD
iffe
rent
optim
ization s
trate
gy leads t
o d
iffe
rent
perf
orm
ance
s
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-2
3
Ste
pS
tep
-- by
by
-- ste
p P
aid
Searc
hs
tep
Paid
Searc
h
��9
. M
ak
e y
ou
r b
id9
. M
ak
e y
ou
r b
id
−−B
ids s
tart
at 1 to 1
0 c
ents
Bid
s s
tart
at 1 to 1
0 c
ents
−−E
very
bid
must be a
t le
ast 1 c
ent hig
her
than the b
id b
elo
wE
very
bid
must be a
t le
ast 1 c
ent hig
her
than the b
id b
elo
w
−−Y
ou c
an s
et
You c
an s
et
budget m
axim
um
sbudget m
axim
um
s, , bid
maxim
um
sbid
maxim
um
s, and
, and c
ap
cap
for
your
cam
paig
nfo
r your
cam
paig
n
−−B
iddin
g is u
sually
an ite
rative p
rocess
Bid
din
g is u
sually
an ite
rative p
rocess ––
tria
l and e
rror!
tria
l and e
rror!
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-2
4
Ste
pS
tep
-- by
by
-- ste
p P
aid
Searc
hs
tep
Paid
Searc
h
��1
0.
Att
rac
t th
e s
ea
rch
ers
10
. A
ttra
ct
the
se
arc
he
rs
−−O
ptim
ize the c
opy
Optim
ize the c
opy
��U
se t
he k
eyw
ord
sU
se t
he k
eyw
ord
s
��S
ell
your
uniq
ueness
Sell
your
uniq
ueness
��D
on
Don
’’ t h
yp
e it
up,
but
try t
o d
raw
att
ention
t h
yp
e it
up,
but
try t
o d
raw
att
ention
��C
all
to a
ctio
nC
all
to a
ctio
n
��C
reate
urg
ency
Cre
ate
urg
ency
−−F
or
shoppin
g s
earc
hF
or
shoppin
g s
earc
h
��C
om
ple
te a
nd c
orr
ect
meta
da
taC
om
ple
te a
nd c
orr
ect
meta
da
ta
��P
rice
Price
��M
erc
hant
ratin
gM
erc
hant
ratin
g
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-2
5
Ste
pS
tep
-- by
by
-- ste
p P
aid
Searc
hs
tep
Paid
Searc
h
��1
0.
Att
rac
t th
e s
ea
rch
ers
10
. A
ttra
ct
the
se
arc
he
rs
−−O
ptim
ize the landin
g p
ages
Optim
ize the landin
g p
ages
��In
clu
de t
he k
eyw
ord
s
Inclu
de t
he k
eyw
ord
s ––
rein
forc
e t
he
rein
forc
e t
he m
essag
em
essag
e
��R
ein
forc
e y
our
Rein
forc
e y
our
off
er
off
er
��D
o N
OT
use
Do N
OT
use p
op
pop
-- ups
ups
and
and v
isitor
traps
vis
itor
traps
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-2
6
Ste
pS
tep
-- by
by
-- ste
p P
aid
Searc
hs
tep
Paid
Searc
h
��““M
ain
ten
an
ce
Ma
inte
na
nc
e””
----M
ea
su
re a
nd
Ad
jus
t!M
ea
su
re a
nd
Ad
jus
t!
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 14-2
7
Wh
at
Wh
at ’’
s N
ext?
s N
ext?
