Stukent Presentation

Lance Wilson

Paid Search Program

Manager

Cabela’s

@crestonwave

[email protected]

Paid Search

Paid Search

1.Paid Search Career Path What Can Students Do Now?

1.Paid Search in The Real World

Online Marketing Intern

PPC Coordinator

PPC Specialist

PPC Analyst

Account Manager

PPC Manager

Internal/In House OR Agency

Paid Search Career

Paid Search Career

PPC Agencies

PPC Platforms Search Engines

Internal PPC Teams

BF

Paid Search Career

The World of Paid Search

Paid Search Career

What Can Students Do Now?

Paid Search Career

Basic Understanding of Search

Definitions of common paid search terms Keyword, search term, ad copy, ad group, campaign, match type, etc

Relationship between all common terms How does a search term trigger an ad What determines rank

Math and Vocabulary of PPC Avg.CPC, Avg. Pos, CTR, CPA, CPC, etc

CampaignAd

GroupsAds Keywords Bids

Paid Search Career

• $250 AdWords advertising budget provided by Google

• 3 week marketing campaign for a business or non-profit

• Students must register under verified faculty member

• Prizes for most successful campaigns

Online Marketing Challenge Info

Paid Search Career

http://www.google.com/onlinechallenge/

Becoming AdWords Certified

Paid Search Career

2 Exams Required

• Fundamentals exam and Advanced Search or Display exam

• Exams are free to take

Study Guides Available

• Study guides cover everything on exams

• Free study guides

Exam Requirements

• 90 + questions for each exam

• 120 minutes to complete

• Must achieve 85% or above to pass

Certification Info

AdWords Certification

Paid Search Career

https://support.google.com/partners/answer/3154326?hl=en

• Excel Skills• Pivot Tables, Formulas etc

• Trend Analysis• Interpreting graphs, tables etc

• Specialized Computer Classes• Marketing analytics software

(SPSS)• Query writing classes (SQL)• Script writing classes (Java script)

Analytical Tool Kit

Paid Search Career

Paid Search at Cabela’s

Real World Paid Search


The Simplicity of Paid Search


Account Hierarchy

Organization is CrucialPlan it out before you build

Tightly Themed Ad Groups Fewer keywords the betterMore similar they are the better

Account:

Fly Fishing

Campaign:

Fly Line

Campaign:

Fly Reels

Campaign:

Fly Rods

Campaign:

Fly Fishing Flies


Campaign:

Fly Fishing Line

Ad Group:

Floating Line

Floating fly line

Floating fishing line

Fly fishing floating line

Floating line

Floating Line Ads

Ad Group:

Fly Line (general)

Fly line on sale

Best fly line

Fly-fishing line

Best fly fishing lines

Fly Line Ads

Ad Group:

Fly Line Branded (Rio)

Rio fly lines

Rio gold fly line

Rio switch line

Rio mainstream fly line

Rio Fly Line Ads

Ad Group:

Sinking Line

Sinking fly line

Sinking line

Fly fishing sinking line

Sinking fishing line

Sinking Line Ads



Floating Line

Rio Fly Line

Fly Line (General)

Sinking Line

Account:

Fly Fishing

Campaign:

Fly Line

Campaign:

Fly Reels

Campaign:

Fly Rods

Campaign:

Fly Fishing Flies


The Math and Vocabulary of PPC

• Impressions:• Impressions tell a story about a keyword, topic, or industry• Google Trends

Keywords


Google Trends Report

Search Term: 22 ammo


Google Trends Report

Search Term: Grocery Coupons


The Math and Vocabulary of PPC

Keywords• Impressions:

• Impressions tell a story about a keyword, topic, or industry• Google Trends

• CTR:• How relevant a keyword is to your brand or ad• How much competition there is for a certain keyword

• Avg. CPC:• How competitive an industry is• Value of a conversion/order

• Avg.Pos:• Competition of industry

• Conversion Rate:• Determine relevancy of keyword• Buying/conversion cycle of keyword


Keyword Clicks Impressions CTR Avg. CPC Avg. Pos

Electric ice auger (ice fishing) 545 5,832 9.43% $0.62 1.1

Champion Power Equipment (Generator)

114 2,935 3.88% $1.84 1.6

Lowrance hds 8 (fish finder) 124 1,429 8.68% $1.83 1.0

Gerber Air Ranger (knife) 103 868 11.87% $0.36 1.5

Cabela’s Keywords

Metrics used together tell a story about keywordsCompetitionRelevancyValue


The World of Paid Search


Ad Copy Tips

Clear Call to Action “Shop now”, “call today”, “sign up”, “browse”, “enter”

Include Prices, Promotions, Events, and Exclusives % off, special prices, annual events/sales events

Include at least one of your keywords from your ad group Keywords in ad text show ad relevance

Match Ad to Landing page Make them relevant to each other

Include Brand name

Appeal to customers on mobile Include location, phone number etc


Search Engine Results Page

Holiday Traffic


Day-Parting / Ad Scheduling

A.

B.

C.

D.

A. 5-10 PM: 40% B. 5-10 PM: 30% C. 7-10 PM: 20% D. 5-9 PM: 30%


Ice Fishing Sales by State on Cabelas.com

State % of Ice Fishing % of Total US Pop. IndexMN 14.95% 1.70% 880

WI 11.42% 1.82% 628MI 8.66% 3.16% 274NY 5.83% 6.19% 94

ND 5.65% 0.21% 2692ME 5.49% 0.42% 1307

UT 4.01% 0.88% 455NH 3.77% 0.42% 897CO 3.75% 1.61% 233WY 3.66% 0.18% 2034PA 3.56% 4.06% 88

Geo-Targeting Data

*Index is percentage of ice fishing divided by total US pop.

• The higher the index the more relevant the state to the category

GREEN= High Index RED= Low Index


State Bid Modifier

Montana 20%

North Dakota 50%

South Dakota 20%

Minnesota 30%

Wisconsin 30%

Michigan 30%

Maine 50%

Geo-Targeting

Keyword Bid 30% Bid Modifier

$1.00 $1.30



Display Networks

Display Network

Advertiser

Publisher

• KeywordsTarget by a page’s key phrases

• PlacementsTarget sites, mobile apps, or video

• TopicsTarget by a page or site’s central theme

• InterestsTarget by interests or affinities

• RemarketingTarget by people who have visited your site before

• AgeTarget by age group, like 18-24

• GenderTarget by gender

Targeting Options


*You can exclude any targeting option as well.

Site Visit

• Someone visits your site

• Cookie placed

• They are added to a specific Remarketing bucket (list)

Leaves Site• Receives your ad while browsing elsewhere

Clicks or Sees ad

• Sees relevant ad

• Clicks or awareness created

Remarketing Lists on GDN



Visited a Certain Page(category, product, promotion, etc)

Visited Multiple Pages – Hunting and Camping page (must use custom combination for RLSA)

Began Checkout

Abandoned Shopping Cart

Remarketing List Creation

Remarketing Lists


Opportunities at Cabela’s

2 Summer Internships at Denver office in Digital Marketing

Social Media and Affiliate/Display Internships

10 Weeks

Starts in June

Great way to get digital experience

Stukent Presentation

Documents

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