Improve your paid search programs performance to increase the bottom-line!
Pay-per-click (PPC) has become integral to a successful online marketing strategy, but you can’t “set it and forget it.” Lisa will share tips to optimize paid search ads on Google, Facebook, and Bing/Yahoo, and show you how to take advantage of the options to maximize your campaign’s impact.
Designed for those with PPC campaigns who want more advanced strategies. We will discuss attendees’ real-life challenges and potential solutions. Attendees will learn how to track results and streamline attribution to measure results correctly, which adwords features make a big difference in CTR or etc, secrets for keyword optimization straight from Mountain View, how to optimize campaigns by various metrics, creative tactics for ads that increase responses, and budget and bidding tricks and tips to get the best ROAS.
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MIMA Summit PPC Workshop- Lisa Raehsler
1. Workshop:
Improve Your Paid Search
Program’s Performance to
Increase the Bottom-line!
Lisa Raehsler
SEM Strategy Consultant
September 27, 2010
2. About ME
• PPC Marketing for Google, Yahoo/Bing, Social
Media, Content Networks
• Focus on
‣ Ecommerce
‣ Integration with traditional advertising
‣ Retargeting, behavioral targeting
• Managed over 30 different PPC accounts at agencies
and client side
• Speaking at search conferences: SMX, SES
• Certified Google Advertising Professional
• MIMA volunteer for 3 years, programming chair
• Online marketing and websites since 1997
Presented by: Lisa Raehsler September 27, 2010
3. About YOU
• Assumptions I’ve made about you
‣ You have a PPC account
‣ You are at least beginner level
‣ You want better performance
‣ Your boss wants you come back with some
awesome tips
‣ You may need some help recalling the basics or
technical details
• I’ve provided “cheat sheets”
Presented by: Lisa Raehsler September 27, 2010
4. Agenda
• Advertising goals
• Account Structure
• Keywords
• Budgets & Bids
• Ads
• Targeting
• What’s The Deal With Yahoo/Bing Anyway?
• Facebook PPC
• Tracking It All
• What Does It All Mean?
• Thanks and contact
• Appendix: Cheat Sheets
Presented by: Lisa Raehsler September 27, 2010
5. Advertising Goals
• Know what conversion(s) you are measuring
‣ Purchase/Sale (tied to revenue)
‣ Lead (receives a follow up)
‣ Sign-up (for email subscriptions or newsletters)
‣ Page View (users looked at a page on your site)
Questions?
Presented by: Lisa Raehsler September 27, 2010
6. Account Structure
• Start with Structure
• Ensures the correct
ad is served
• Helps with QS/
costs
• Should focus on
tight themes
• Mirror the website
structure
Presented by: Lisa Raehsler September 27, 2010
7. Account Structure
•Brand
•Product categories
•Promotions Awesome
•Geo-targeting Computer
This is where you set Company
your budget!
•Product lines/ sub cats
•skus
•Any smaller segments Products- Campaigns Brand-
This is where you link Laptops Acme
your ads & keywords!
Ultra Adgroups
portables
17” Awesome
Awesome
12” laptop
computer
laptop
Presented by: Lisa Raehsler September 27, 2010
8. Look To The Funnel
• Searches are always
more general when
just starting out
• Searches get more
defined, moving closer
to the sale
• You need to know this
for writing ads too!
Questions?
Presented by: Lisa Raehsler September 27, 2010
9. Keywords Best Practices
• Keywords are used to trigger your ads
• Use 2 or 3 word keywords
• Match types and negatives
• Related searches
• Review query reports and logs
• Remove duplicate keywords from account
• Include all products from site
Presented by: Lisa Raehsler September 27, 2010
10. Keywords Match Type
• Keyword match options determine which searches can
trigger your ads to appear
• Negative match: -cheap
‣ Ensures your ad doesn't show for any search that includes that term
• Broad match: laptop computers
‣ Allows your ad to show on similar phrases and relevant variations
• Broad match modifier: laptop +computers
‣ keyword must appear in the user's search exactly or as a close variant, such as
misspellings, singular/plural forms, abbreviations and acronyms, and
stemmings (like "floor" and "flooring").
• Phrase match: "laptop computers” financing
‣ Allows your ad to show for searches that include the exact phrase and possibly
includes other words as well
• Exact match: [laptop computers]
‣ Allows your ad to show for searches that match the exact phrase exclusively
Presented by: Lisa Raehsler September 27, 2010
11. Look To The Funnel
New computers
Laptop computer
Plasma tv
Shoe stores
Reviews
Ratings
Compare
Comparing
comparison
Buy / Purchase/ Order
Brands
Delivery
Sale
Model #’s
Geographic modifiers
Presented by: Lisa Raehsler September 27, 2010
12. Keywords Common Problems
• Keywords too general
‣ Typically you’ll see low conversions
‣ Clicks to the site have high bounce rate
• Remove anything too general with lots of
impressions and low CTR <1%
• Match types and negatives
• Focus keywords at middle and bottom of funnel
Presented by: Lisa Raehsler September 27, 2010
13. Keywords Common Problems
• Need more traffic
• Expand keyword strategy- other products, services,
business units not currently included?
• Ad position, below 3?
• Bids ok for first page?
• Match types- broaden
• Keyword generation- expand
‣ Relevant keyword variations
• Capitalize on seasonal opps
• Tools (in appendix)
Presented by: Lisa Raehsler September 27, 2010
14. Keywords Common Problems
• Need more traffic
• Ad position, below 3?
• Bids ok for first page?
Presented by: Lisa Raehsler September 27, 2010
15. Keywords Common Problems
• Need more traffic
• Match types- broaden Phrase match: “Halloween costumes”
to
• Keyword generation- expand Broad match: Halloween costumes
‣ Relevant keyword variations
Use Google’s
Keyword Tool to
generate ideas
Tools >
Keyword Tool
Presented by: Lisa Raehsler September 27, 2010
16. Keywords
• Need more traffic
• Capitalize on
Seasonal Opps
Presented by: Lisa Raehsler September 27, 2010
17. Keywords Common Problems
• Low Quality Score
‣ Measures how
relevant your
keyword is
• Common problem-
can be difficult to
resolve
• Sort or filter by low
QS, no conversions
• Keywords in ads
• Landing page =
keywords
• Work on CTR! Questions?
Presented by: Lisa Raehsler September 27, 2010
18. Budgets & Bids Best
Practices
• Budgets and bids control costs and directly
relate to profit
• Budgets = campaign
• Bids = keywords
Total Account PPC Budget/ 30 Days in Month = Daily Budget
Daily Budget / # campaigns
• Allocate Equal $ to Start
• Reallocate for Performance and Click Traffic
Presented by: Lisa Raehsler September 27, 2010
19. Budgets & Bids Common
Problems
• Bids too high MOST EXPENSIVE KEYWORDS GOOGLE
• What does your QS Google Keyword - Max CPC ($):
look like?
‣ If good, this may be 1. mesothelimoa $99.44
industry 2. buy structured settlements $79.01
‣ If Bad, follow tips to 3. asbestos law suits $78.10
improve QS 4. conference calling companies $75.29
• Is it seasonal? 5. annuity loans $72.82
6. pop up display booths $72.53
‣ Check logs
7. purchasing structured settlement $68.79
8. student loan debt consolidation $68.54
Presented by: Lisa Raehsler September 27, 2010
20. Budgets & Bids Common
Problems
• Running out of budget/ not enough budget
• Ads should set to show evenly throughout the
day
• Allocate budget to performance- most profitable
• Reallocate from other campaigns
• Reallocate based on day
• Segment highest clicks
Presented by: Lisa Raehsler September 27, 2010
21. Budgets & Bids Common
Problems
• Overall ROAS
• What does your QS look like?
‣ Optimize to reduce CPC
• Allocate budget to performance- most profitable
‣ Check logs
• Get rid of anything that doesn’t fit goal cost per
conversion
‣ Consider lowering bids
• Remember: assisting conversion!
‣ How many times Keyword A was clicked prior to
converting on Keyword B
Questions?
Presented by: Lisa Raehsler September 27, 2010
22. Ads Best Practices
• Ad texts should be written in a
compelling way
‣ Messaging consistent with offline
• Keywords in ads to make them more
relevant (bold)
• Unique benefits and/or offer
‣ Free delivery
• Call-to-action
‣ Buy now
‣ Sign up today
• DKI (dynamic keyword insertion)
• Custom URL
• Read the editorial guidelines!
Presented by: Lisa Raehsler September 27, 2010
23. Ads Common Problems
• Ads not showing
• Don’t panic!
• Check for an alert- make sure they are approved
• Not an ad problem
‣ Budget
‣ Individual Bids
• Use the Google Ads Diagnostic tool:
‣ Tools > Ads Diagnostic Tool
Presented by: Lisa Raehsler September 27, 2010
24. Ads Common Problems
• Low CTR
• Important to raise QS
• Ad position, below 3?
• Check to make sure there is a very close
connection between your keywords and ads
• Check best practices for creative
• Emphasis on DKI, Offer, CTA
• Site Links!
Presented by: Lisa Raehsler September 27, 2010
25. Ad Extentions
• Site Links!
• Ad extensions expand a standard text ad with
one or more lines that provide additional page
links
• Includes up to four additional page links on
qualifying text ads
• Need high QS
• Tend to show for brand terms
Questions?
Presented by: Lisa Raehsler September 27, 2010
26. Targeting Best Practices
• Location: countries, states, etc
• Languages
• Ad scheduling: day, hours
• Devices: computers, mobile devices
• Use analytics to find out where people are
coming from
Questions?
Presented by: Lisa Raehsler September 27, 2010
27. What’s The Deal With Yahoo/
Bing Anyway?
• Yahoo/Bing “Search Alliance”
‣ Yahoo! and Microsoft core search= 4.4 billion
monthly US searches combined
‣ One place to manage campaigns - adCenter (Bing)
‣ One account team - Yahoo!’s
‣ Microsoft will control the algorithmic technologies
for organic and paid search results
‣ Both companies will continue with their respective
consumer search experiences
‣ Yahoo! ad serving moves to adCenter- begin in mid-
Oct, completed by the end of Oct
Presented by: Lisa Raehsler September 27, 2010
28. What’s The Deal With Yahoo/
Bing Anyway?
• What to watch
‣ Adjust strategies to new Microsoft features:
‣ http://bit.ly/feature-compare
• Recommendations
‣ Expand keyword list with adCenter tools
‣ Yahoo! = 2 match types: standard and advanced
‣ adCenter = 3 match types: exact, phrase and broad
‣ Closely monitor bids- increased competition for
keywords will drive up costs
‣ Redistribute budgets: 70/30, 60/40
Questions?
Presented by: Lisa Raehsler September 27, 2010
29. Facebook PPC Best Practices
• Excellent for increasing “fans”
• Use precise targeting for relevancy
‣ Geo-targeting
‣ Demographics
‣ Likes and interests
• Use top keywords from PPC by topics
or themes
‣ Also use related themes
There’s more!
Presented by: Lisa Raehsler September 27, 2010
30. Facebook PPC Best Practices
• Change the creative frequently
• Frequent testing- test images first
• Ad creative
‣ Messaging should be compelling
‣ Unique benefits and/or offer
‣ Call-to-action
• ask for a “like” or “buy online now”
‣ Use an image- people or attention
grabbing
‣ Use brand name if branding is the goal
‣ Try a phone number in the ad!
Presented by: Lisa Raehsler September 27, 2010
31. Facebook PPC Common
Problems
• Performance decline
• Ad history plays a factor in delivery
• If an ad doesn't perform well FB will display the
ad less often
• Edit the ad creative
• Adjust your targeting-
‣ need more or less?
‣ segments
• Raise your bid to be more competitive
Questions?
Presented by: Lisa Raehsler September 27, 2010
32. Tracking It All
• Google Adwords tracking and Google analytics
tracking
‣ You can use either one of these products alone, or
use both at the same time -they don’t interfere with
each other’s tracking.
• Adwords Conversion tracking
‣ Code snippet
‣ Multi-conversion actions
‣ 30 day cookie
• Google Analytics
‣ Set-up “goal” actions
Presented by: Lisa Raehsler September 27, 2010
33. Tracking It All
• Facebook
‣ View through or click conversions
‣ Can use dynamic tags to track ‘value’ and ‘SKU’ variables
• Miscellaneous media
‣ Tracking code append- can measure any online media with
Google’s URL builder
‣ http://bit.ly/code-builder
http://yoursite.com/landingpage?utm_source=adnetwork&utm_medium=bannerad&utm_campaign=sale
Questions?
Presented by: Lisa Raehsler September 27, 2010
34. What Does It All Mean?
• Taking it to the next level
• Manage PPC daily
• Small optimizations can make a big difference-
test!
• Experiment with new features
• Analyze results across systems and take action
Questions?
Presented by: Lisa Raehsler September 27, 2010
35. Thank You!
Contact:
Lisa Raehsler
SEM Strategy Consultant
Certified Google Advertising Professional
raehsler@gmail.com
@lisarocksSEM
blog: onlinemarketingmavens.com
Presented by: Lisa Raehsler September 27, 2010
37. The Search Results Page
Paid Search
Results
(PPC)
Organic
Search Results
Presented by: Lisa Raehsler September 27, 2010
38. Glossary of Terms
SPONSORED SEARCH: Pay-per-click distribution tactic that displays your ads in the sponsored search results at the top, along the side, and across the
bottom of search results pages for searches that relate to your keywords.
DISPLAY NETWORK OR CONTENT PLACEMENT TARGETING: Pay-per-click or CPM distribution tactic that displays your ads alongside relevant articles
such as product reviews, news articles, etc. on the Yahoo and Google distribution network.
AD TEXT: The marketing message displayed to prospective customers. An ad contains a title, description, and URL.
LANDING PAGE: The page on a web site where one is taken after clicking on a advertisement. While this can be any page, it is often a page designed to
expand on the service or product mentioned in the initial advertisement.
CAMPAIGN: A campaign contains one or more ad groups sharing the same budget, schedule and geo-targeting criteria. A campaign is created to support a
particular marketing goal.
KEYWORD: A word or phrase that relates to the products or services you wish to advertise. When prospective customers are looking for information
related to what you sell, and they type your keywords into a search box, your ads may be displayed.
DYNAMIC KEYWORD INSERTION: An advanced ad text feature that can help make your ad more relevant to a diverse audience. This feature inserts a
user's search query into a part of your ad text you choose (even the display URLs). When a user sees an ad with the same term they searched for,
they'll be more likely to click the ad.
CONVERSIONS: The completion of an action that you value, such as a purchase, registration, or sign-up.
IMPRESSIONS: The number of times an ad is displayed in search results or on sites.
CLICK-THROUGH RATE (CTR): The number of clicks received divided by the number of impressions generated. Example: An ad that is displayed 100 times
and receives 10 clicks has a click-through rate of 10%.
AVE CPC: Average cost per click. The average price you paid each time your ad was clicked.
QUALITY SCORE: Measure of how relevant your ad, keyword, or webpage is. Ensures the most relevant ads appear to users. Helps lower advertisers’ CPC.
ASSIST CLICK: An ad click that contributed to a conversion but wasn’t directly responsible for the sale.
ASSIST IMPRESSION: The display of an ad that indirectly contributed to a conversion without being clicked.
Presented by: Lisa Raehsler September 27, 2010
39. Keywords Tools
• Google’s Keywood Tool
• Google Insights for Search
‣ http://www.google.com/insights
• Google Search Suggest
‣ Terms appear when you type in the drop-down box on Google.com
• Related Searches
‣ Bottom of search results page in Google
Presented by: Lisa Raehsler September 27, 2010
40. Ad Text Optimization Example
Source: Google
Presented by: Lisa Raehsler September 27, 2010
41. A Closer Look at the Ad
Auction
Ad Position is determined by...
Willingness
Relevance to pay
Ad rank… which
Quality Score
X Max CPC = denotes ad
position
Quality Score is
determined by a
Max CPC is
combination of
the highest $
factors, including:
amount an
-Click-through-rate on -
Google.com (clicks advertiser is
divided by impressions) willing to pay
-Keyword and ad text for one click
relevance
-Landing page quality
on their ad
Want to learn more, check out this video by Hal Varian, Google’s chief economist:
http://adwords.blogspot.com/2009/03/introduction-to-ad-auction.html
41
Presented by: Lisa Raehsler September 27, 2010