The Art of Paid Search – Back to the Basics

What is paid search?

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Connecting the Offer to a Search Query

Paid Search

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Is it Really that Simple?

Like all things in paid search, it depends….

1. Are users actively searching for your product/service?

2. Does your business economics allow you to compete?3. Do you know paid search or an agency that does?

4. How strong is your conversion funnel?

5. Is your offer competitive relative to market?

What does it all mean?

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Solve All Five Issues = $$$$$

1. If users are searching, you’re on your way.

2. If the economics work, you already have an advantage. Your competitors don’t know your KPI.

3. Most paid search campaigns are poorly managed. Do it right, and get ready to profit.

4. Constantly iterate on your conversion funnel. The better your offer converts, the better you will be positioned in the auctions.

5. Tweak your offer till it works, as long as it is economically viable.

Ok, now what?

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First Thing First, the Auction

• This is where paid search happens• Know your competition• How does your offer fit in the landscape• Why is your offer better than the rest

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Know the SEM Conversion Cycle

Search Query

Compelling Ad Copy

Matching & Competitive

Offer

Quality Landing Page

•If your offer doesn’t match the user’s intent, get out of the auction

•Test, test, test

•Feed the cycle!!• Customize,

customize• Work at the query

level

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It’s All About the Queries

•Cast a wide net with query capture: • Broad Match Modified = many-to-one

•Hone your campaign with query sculpting: • Exact Match = one-to-one

+hipster +glasses hipster glasses online

buy hipster glasses

try on hipster glasses

hipster glasses hipster glasses

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Connect Queries to Ad Copy

- Capture queries with broad match modified -> Find queries that convert -> Build out exact match keyword in single keyword ad group -> Customize ad text

Connect the dots

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Come Full Circle

Customized landing page

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Campaign Structure Ties it All Together • SKAG – Single Keyword Ad Group

• One keyword per ad group allows for the tightest control of query to ad copy to landing page

• One-to-one ratio is idea for customization

• Take control of query mapping away from the search engines• Create separate campaigns for query capture(broad

match modified) and query capture(exact match)• Add exact match negatives to the query capture

campaign• Query capture campaign should be all SKAGs

Up next, optimization

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Know Your Goals

• The goal of a well run paid search campaign is conversions and ultimately positive ROI. Each step of the way, keep those goals in mind/

• Each step of the process can and should be optimized

• Capture queries that match your offer, and negative the rest• Build out a robust KW set for the query capture

campaign• Dive into the query report

• Negative out queries that don’t convert• Promote to the query sculpting campaign queries that

do

• Continuously test ad copy and lading pages• Ad copy has two purposes, entice and qualify the user.

• Make sure ad copy is compelling but also matches your offer

• Customize the landing page as much as possible

Final words

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Remember, Paid Search is…

The process of connecting a search query to your product offering.

Paid search ads live and breath in the auctions. This is where you’ll face competition, users interact with your ad, and where your efforts pay off. Always run test searches to understand relevancy and position in the market.

Work on your conversion funnel. No matter how well you optimize your campaign, if a user can’t complete a transaction it does not matter.

Test, test, test. Can’t say this enough, continuously test messaging, ads, keywords, landing pages, and offers.

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Questions?

Thank you!