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1. #softwareSEM

2. Matt Hessler,
Director of Account Management
Anna Sawyer, Marketing
Manager

3. Does search marketing
work?

4. The Googles and Beyond:
testing ad networks

5. Testing search networks
is important.
Google has about
80% of the overall
search market share.
But! This means 20% of
potential customers
are searching for your
software and not
finding you!

6. Try other networks.
Different engines have
different demographics.
Plus, other search
networks may offer
clicks for a fraction of
the price.

7. To get the best results,
advertise on Google,
and Yahoo/Bing.
Calculate your ROI
differently for each
engine.

8. Ad copy: grab the right
customers

9. Your target customers may
not always be searching for
the terms you use to
describe your software.

10. Tools for researching
variations on your offer
Google
Wonder
Wheel message
testing
crowdsourcing

11. Ad copy best
practices
Always use a CTA
Include your keyword
in the display URL
Ask a question

12. Keywords and ad groups:
structure your campaign for
success.

13. Ad groups
Ad groups are the
foundation of a
successful search
marketing campaign.

14. Ad groups
Ad groups are
collections of ads that
share a common set of
keywords.

15. Essential practices for
ad group structure
Keep ad groups very
small - 10 keywords is
standard.
Write multiple ads for
each ad group (we
suggest 4)

16. Work backwards.
Use copy from landing
pages to inform ad
group themes
Build your keyword
Check everything for
lists from your ad
relevance
groups

17. Keywords and search
terms
A search term is a
phrase a user types in
to a search engine.
A keyword is a phrase
you add on the back
end, that will help a
user find your software
product.

18. Keywords: three basic
match types
The match type
determines how
strictly the search
network will match
your keywords with a
user’s search term.

19. Ads could show for
Broad match: any of the following:
finance software
finance software support
finance my software company
(competitor) finance software

20. Ads could show for
Phrase match: any of the following:
“finance software”
buy finance software
compare finance software
finance software for teens

21. Exact match: Ads will only show for:
[finance software]
finance software

22. Negative keywords
Include negative
keywords to your
campaign to ensure
that your ad won’t
appear when a
searcher types in a
certain term.

23. Ad group: Negative keywords:
Finance software
- free
- reviews
- teens

24. Negative keywords
make an ad group more
focused.
Use the search queries
report to brainstorm
more negative
keywords.

25. Security counts!

26. Consider mentioning
security offering in your ad.
Free secure download!
Verisign/SSL info on
the landing page

27. Measure your long-term ROI

28. You probably have
Don’t think of ROI in more steps than that!
terms of click/sale.
Free trials
Downloads
Upgrades

29. All major search networks
provide you with
Track all conversion
conversion codes that can
points in your sale.
help you track these
other conversion types.

30. Here’s the summary!
Search marketing is an
integral part of your overall
marketing program.

31. Here’s the summary!
You can make it work for
you - and you can beat your
competitors while paying
less.

32. Here’s where we take two
minutes to tell you that Trada
can handle all the tricky work
of search marketing for your
software company...
... and it doesn’t cost any more
than if you were to do it
yourself.

33. Trada has a crowd of over 2,000 certified
search marketing experts who do PPC for you.

34. Multiple experts work
on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks

35. and they’ve run successful search marketing
campaigns for software companies before!

36. It’s pay-for-performance.
There are NO fees:
no startup fees, no management fees.
You can get started right away.

37. Time for questions!
For more information or to schedule a demo, email
anna@trada.com