Paid search September 2012

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Marketing you can measure TM Running Successful Paid Search Campaigns CIM Digital Marketing Bootcamp With Darren Bond, Head of Online Marketing at Coast Digital Tuesday 14th September 2012

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B2B PPC presentation by Darren Bond, Coast Digital at CIM Digital Marketing Bootcamp, 14 September UH Hatfield

Transcript of Paid search September 2012

  • 1. Running Successful Paid Search CampaignsCIM Digital Marketing BootcampTuesday 14th September 2012With Darren Bond, Head of Online Marketing at Coast DigitalMarketing you can measureTM

2. Running Successful Paid Search CampaignsTodays agenda1. The basics What is PPC and why should I care?2. The key elements of your campaign Keywords Ads Landing pages3. Understanding the results and making improvementsMarketing you can measureTM 3. Running Successful Paid Search CampaignsTodays agenda1. The basics What is PPC and why should I care?2. The key elements of your campaign Keywords Ads Landing pages3. Understanding the results and making improvementsMarketing you can measureTM 4. The Basics Pay Per ClickMarketing you can measureTM 5. The BasicsWhat is PPC? Pay Per Click Pay only for interaction Instant on instant results Very reactive Highly targeted Easy to measure success Lots of mathsMarketing you can measureTM 6. The BasicsWhat is PPC? Pay Per Click Pay only for interaction Needs constant funding Instant on instant results Competition can be high Very reactiveCan be expensive Highly targetedEasy to do it wrong Easy to measure successLots of maths Lots of mathsOngoing effortMarketing you can measureTM 7. The BasicsWhat is PPC? PPC vs SEOMarketing you can measureTM 8. The BasicsThe wide world of PPCMarketing you can measureTM 9. The BasicsThe wide world of Google adwordsMarketing you can measureTM 10. The BasicsThe wide world of Google adwordsMarketing you can measureTM 11. The BasicsThe wide world of Google adwordsProspect LeadOpportunity SaleSearch advertisingRe-marketing Display MobileMarketing you can measureTM 12. The BasicsWhat is PPC?Important terms to remember:CPC Cost Per ClickCTR Click Through RateCPA Cost Per AcquisitionROI - Return On Investment!Marketing you can measureTM 13. Running Successful Paid Search CampaignsTodays agenda1. The basics What is PPC and why should I care?2. The key elements of your campaign Keywords Ads Landing pages3. Understanding the results and making improvementsMarketing you can measureTM 14. Key Elements of your campaignsKey Elements of your campaigns KeywordMarketing you can measureTM 15. Key Elements of your campaignsKey Elements of your campaigns KeywordAdMarketing you can measureTM 16. Key Elements of your campaignsKey Elements of your campaigns KeywordAd Landing PageMarketing you can measureTM 17. Running Successful Paid Search CampaignsTodays agenda1. The basics What is PPC and why should I care?2. The key elements of your campaign Keywords Ads Landing pages3. Understanding the results and making improvementsMarketing you can measureTM 18. Key Elements of your campaignsKeywords Keywords are your primary method of targeting users with PPC How do you decide which keywords to target?Marketing you can measureTM 19. Key Elements of your campaignsKeyword Research an approach 1. USE COMMON SENSE FIRST! 2. Then use a keyword toolMarketing you can measureTM 20. Key Elements of your campaignsKeyword Research an approach 1. USE COMMON SENSE FIRST! 2. Then use a keyword toolMarketing you can measureTM 21. Key Elements of your campaignsMarketing you can measureTM 22. Key Elements of your campaignsMarketing you can measureTM 23. Key Elements of your campaignsKeyword Research 1. USE COMMON SENSE FIRST! 2. Then use a keyword tool 3. Look at the competitionMarketing you can measureTM 24. Key Elements of your campaignsMarketing you can measureTM 25. Key Elements of your campaignsKeyword Research 1. USE COMMON SENSE FIRST! 2. Then use a keyword tool 3. Look at the competition 4. Think outside the box...Marketing you can measureTM 26. Key Elements of your campaignsMarketing you can measureTM 27. Key Elements of your campaignsKeyword Research 1. USE COMMON SENSE FIRST! 2. Then use a keyword tool 3. Look at the competition 4. Think outside the box... 5. USE COMMON SENSE AGAIN!Marketing you can measureTM 28. Key Elements of your campaignsBuilding Your campaignCampaign Adgroup AdgroupAdgroupKeywordAdKeywordAdKeywordKeywordMarketing you can measureTM 29. Key Elements of your campaignsBuilding Your campaign CRM campaign CRM SystemsCRM Generics CRM solutions CRM AdCustomer Relationship Management CRM packagesCRM ...Marketing you can measureTM 30. Key Elements of your campaignsBuilding Your campaign Top Tips: Take time with your keyword research use common sense! Plan your campaign structure before you build it Group similar keywords Create neat groups with 10 keywords in each Set your initial cost per clicksMarketing you can measureTM 31. Key Elements of your campaignsKeywords Match TypesBroad Match: keywordAllows your ad to show on similar phrases and relevant variationsPhrase Match: keywordAllows your ad to show for searches that match the exact phrase and variationsExact Match: [keyword]Allows your ad to show for searches that match the exact phrase exclusivelyNegative Match: -keywordEnsures your ad doesnt appear next to searches that include the termMarketing you can measureTM 32. Key Elements of your campaignsKeywords Match Types Broad Match Phrase Match Exact MatchMarketing you can measureTM 33. Key Elements of your campaignsKeywords Match TypesBroad Match Example CRM System CRM System CRM CRM Systems Open source CRM sales System What is a CRM System Customer Relationship management Online CRM System CRM for Small Businesses Open source CRM System Best CRMMarketing you can measureTM 34. Key Elements of your campaignsKeywords Match TypesPhrase Match Example CRM System CRM SystemCRM CRM Systems Open source CRM sales System What is a CRM SystemCustomer Relationship management Online CRM System CRM for Small Businesses Open source CRM SystemBest CRMMarketing you can measureTM 35. Key Elements of your campaignsKeywords Match TypesExact Match Example CRM System CRM System CRM CRM Systems Open source CRM sales System What is a CRM SystemCustomer Relationship management Online CRM System CRM for Small Businesses Open source CRM SystemBest CRMMarketing you can measureTM 36. Key Elements of your campaignsKeywords Match TypesBroad Match Example CRM SystemNegative Match open source CRM System CRM CRM SystemsOpen source CRM sales System What is a CRM System Customer Relationship management Online CRM System CRM for Small Businesses Open source CRM System Best CRMMarketing you can measureTM 37. Key Elements of your campaignsKeywords Match TypesWhy is it so important?Marketing you can measureTM 38. Running Successful Paid Search CampaignsTodays agenda1. The basics What is PPC and why should I care?2. The key elements of your campaign Keywords Ads Landing pages3. Understanding the results and making improvementsMarketing you can measureTM 39. Key Elements of your campaignsAdsWhat makes up a text ad? Title 25 Characters Description 1 35 Characters Description 2 35 Characters Display URL 35 CharactersMarketing you can measureTM 40. Key Elements of your campaignsAdsWhat makes up a text ad? Web-based CRM More features & flexibility. Simple to use. Free trial. www.salesforce.com/ukMarketing you can measureTM 41. Key Elements of your campaignsAdsBest Practices Create simple, enticing ads Write them specifically for your ad group Write at least 2 for every ad group. Think about your target audience Use a strong call to action Make good use of your punctuation allowances!Marketing you can measureTM 42. Key Elements of your campaignsAdsBest Practices Web-based CRM More features & flexibility. Simple to use. Free trial. www.salesforce.com/ukMarketing you can measureTM 43. Key Elements of your campaignsAdsBest Practices Web-based CRM More Features & Flexibility. Simple to Use. Enquire Now! www.salesforce.com/ukMarketing you can measureTM 44. Key Elements of your campaignsAdsDynamic Keyword Insertion{KeyWord: Default Text}Marketing you can measureTM 45. Key Elements of your campaignsAdsDynamic Keyword Insertion {KeyWord: Web-based CRM} More Features & Flexibility. Simple to Use. Enquire Now! www.salesforce.com/ukKeyword Web based CRMOnline CRMAd text Web based CRMOnline CRMMore Features & Flexibility. More Features & Flexibility.Simple to Use. Enquire Now!Simple to Use. Enquire Now!www.salesforce.com/ukwww.salesforce.com/ukMarketing you can measureTM 46. Key Elements of your campaignsAdsDynamic Keyword Insertion {KeyWord: Web-based CRM} More Features & Flexibility. Simple to Use. Enquire Now! www.salesforce.com/uk Keyword Online Customer Relationship Management Ad text Web-based CRM More Features & Flexibility. Simple to Use. Enquire Now! www.salesforce.com/ukMarketing you can measureTM 47. Key Elements of your campaignsAdsKeyword Insertion gone wrongMarketing you can measureTM 48. Key Elements of your campaignsAdsKeyword Insertion gone wrongMarketing you can measureTM 49. Key Elements of your campaignsAdsKeyword Insertion gone wrongMarketing you can measureTM 50. Key Elements of your campaignsAdsAd ExtensionsMarketing you can measureTM 51. Key Elements of your campaignsAdsHow does Google decidewhich position my ad willappear?Marketing you can measureTM 52. Key Elements of your campaignsAdsHere comes the maths!There are 2 aspects: Your maximum cost per click which we set right back at the start Quality score Googles algorithm the rates the relevance of this search to yourcampaign.Marketing you can measureTM 53. Key Elements of your campaignsAdsHere comes the maths!Max CPC x Quality Score = Ad rankMarketing you can measureTM 54. Key Elements of your campaignsAdsHere comes the maths!Max CPC x Quality Score = Ad rankWe controlDecided AlgorithmicallyMarketing you can measureTM 55. Key Elements of your campaignsQuality ScoreHow is it calculated? The historical clickthrough rate (CTR) of the keyword and the matched ad The relevance of the keyword to the ads in its ad groupThe relevance of the keyword and the matched ad to the search query Your accounts performance in the geographical region where the ad will beshown The quality of your landing pageMarketing you can measureTM 56. Key Elements of your campaignsQuality Score KeywordAd Landing PageMarketing you can measureTM 57. Running Successful Paid Search CampaignsTodays agenda1. The basics What is PPC and why should I care?2. The key elements of your campaign Keywords Ads Landing pages3. Understanding the results and making improvementsMarketing you can measureTM 58. Key Elements of your campaignsLanding PagesWhat makes a good landing page? Feature relevant and original contentBe transparent Be easy to navigateMarketing you can measureTM 59. Key Elements of your campaignsLanding PagesRelevant & Original Content Provide substantial information Content should be original to your site Should be easy for the user to buy, or enquire about the product/serviceMarketing you can measureTM 60. Key Elements of your campaignsLanding PagesBe Transparent Openly share information about your business Honour the deals in your ads Dont use other sponsored links on your page Provide a privacy policy if you collect dataMarketing you can measureTM 61. Key Elements of your campaignsLanding PagesBe Easy to Navigate Provide a short and easy to path for the user to complete your required action Avoid pop ups, and other obtrusive site elements Make sure the pages load quicklyMarketing you can measureTM 62. Key Elements of your campaignsLanding PagesNice examples Strong headline Clear unique content Strong call to action Lead collection on pageMarketing you can measureTM 63. Key Elements of your campaignsLanding PagesNice examples Strong headline Clear unique content Strong call to action Lead collection on page Instils trustMarketing you can measureTM 64. Running Successful Paid Search CampaignsTodays agenda1. The basics What is PPC and why should I care?2. The key elements of your campaign Keywords Ads Landing pages3. Understanding the results and making improvementsMarketing you can measureTM 65. Understanding the resultsGetting the data you need2 things to do before you launch1. Set objectives2. TrackingMarketing you can measureTM 66. Understanding the resultsOptimising your campaigns - keywordsSpotting opportunitiesMarketing you can measureTM 67. Understanding the resultsOptimising your campaigns - keywordsSpotting opportunitiesMarketing you can measureTM 68. Understanding the resultsOptimising your campaigns - keywordsMarketing you can measureTM 69. Understanding the resultsOptimising your campaigns - keywordsMarketing you can measureTM 70. Understanding the resultsOptimising your campaigns - keywordsMarketing you can measureTM 71. Understanding the resultsOptimising your campaigns - keywordsMarketing you can measureTM 72. Understanding the resultsOptimising your campaigns - adsMarketing you can measureTM 73. Understanding the resultsOptimising your campaigns - adsMarketing you can measureTM 74. Understanding the resultsOptimising your campaigns - adsMarketing you can measureTM 75. Understanding the resultsOptimising your campaigns - adsMarketing you can measureTM 76. Understanding the resultsOptimising your campaigns - adsMarketing you can measureTM 77. Understanding the resultsOptimising your campaigns site performanceMarketing you can measureTM 78. Understanding the resultsOptimising your campaigns site performanceMarketing you can measureTM 79. Understanding the resultsOptimising your campaigns site performanceMarketing you can measureTM 80. Key Elements of your campaignsOptimising your campaigns site performanceMarketing you can measureTM 81. Understanding the resultsOptimising your campaigns site performanceMarketing you can measureTM 82. Understanding the resultsOptimising your campaigns site performanceMarketing you can measureTM 83. Understanding the resultsOptimising your campaigns site performanceMarketing you can measureTM 84. To summarise Spend time on keyword research Group your keywords together Write targeted ads Use & Perfect Landing pages Set Objectives & Track everything Test, Test & Test!Marketing you can measureTM 85. And [email protected]/in/darrenbond1twitter.com/darrenbond (@darrenbond) Marketing you can measure TM