Search Advertising Class
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Transcript of Search Advertising Class
MAXIMIZE RESULTSWITH
SEARCH ADVERTISING
Chris Reil ly @reil ly3000 unleashed-online.com
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
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.
Source: Wordstream 2012
Search Engine Results Page
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
$1 X 5 = 5
ACTUAL COST = ( AD RANK OF THE POSITION BELOW / QUALITY SCORE OF YOUR AD ) + $0.01
Why quality mattersRevenue optimization for search engines
Quality search experience
Targeting irrelevant search terms
Advertisers getting free impressions
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
Phase 1 – ResearchPhase 2 – SetupPhase 3 – TrackingPhase 4 – Optimization
Phase 1 - Research
Phase 1 - Research
Phase 1 - Research
Phase 1 - Research
Phase 1 - Research
Phase 2 - Setup
Phase 2 - Setup
Phase 2 - Setup
Phase 2 - SetupDon’t just write
one ad!
Phase 2 - SetupTightly Targeted Ad Groups Rock!
Phase 2 - Setup
Phase 2 - Setup
Phase 2 - Setup
Phase 2 - Setup
Phase 3 - TrackingSetup Conversion TrackingForm CompletionOnline PurchaseVisit of a key page
Any time you aremaking money or have a chance tomake money-TRACK IT!
Phase 3 - TrackingTracking CallsPhone number in ad!Click to call in mobileJavascript number changer on site
Phase 3 - TrackingGoogle Analytics
Phase 4 - OptimizationAd Performance
Phase 4 - OptimizationKeywords
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
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
Rookie CampaignsCampaign Ad Group Ad Copy Landing Page
Outcome:Each person with different needssees the same ad and same page.
Results: POOR!
Keywords
Pro CampaignsCampaign Ad Group Ad Copy Landing Page
Outcome:Each Person Gets a Customized, cohesive experience
Results: AWESOME!
Keywords
There is an easier way
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
You can do it yourself.
It can cost whatever youwant it to cost.
It will work as wellas you work it.
Questions?
ResourcesIndustry News:searchenginewatch.comsearchengineland.comPPCBlog.comMarket Research:Search for “Keyword Tool”Google.com/insights
Get StartedGoogle.com/AdwordsBingAds.Microsoft.com