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KEYS TO SEARCH ENGINE MARKETING SUCCESS

| QUALITY SCORES | KEYWORD RESEARCH | LANDING PAGES | AD TESTING |

GARY HENDERSON

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

QUALITY SCORE OVERVIEW

• Quality Score - Google’s opinion of how relevant your ads, keywords,
and landing pages are to what people are searching for.

• Higher Quality Score = Better chance of ad success
• CPC is important, but Google weighs CPM (cost per thousand
impressions) more heavily -- that’s where its revenue comes from.

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

HOW QUALITY SCORE IS CALCULATED

• Past CTR of keywords and ads
• Relevance of your destination URL
• Keyword relevance
• How relevant a keyword is to your ad and what people are
searching for
• Google’s perceived quality of landing pages
• Geographic performance
• Performance of ads on different devices
•Different scores for different devices

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

BENEFITS OF A HIGH QUALITY SCORE

Cost per Click

Top-of-Page Bid Estimates

Average Ad Positions

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

CHECKING QUALITY SCORE

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH

•“Bucket” your keywords-- group together by similarity and goals
•Utilize website analytics to discover which keywords you rank well for/are receiving traffic
from and use them in your ads.

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH

• Examine Google’s generated titles and descriptions to find keywords that
Google may be including in your titles/descriptions.

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

ELEMENTS OF SUCCESSFUL LANDING PAGES

• Reaches the right person with the right message
• Gives information that satisfies the visitor’s desire (answers a question or
solves their problem, etc.)
• Call-to-action and form clearly presented above the fold
• Strong headline
• Remove any unnecessary form fields
• PROVIDES INCENTIVE TO CONVERT
• Discount, download, contest, etc.

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

LANDING PAGE PLANNING AND IMPLEMENTATION

• Existing webpages can be used as landing pages as long as they
are highly relevant to the search term.

Search Term
Coastal Carolina
football tickets

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

LANDING PAGE PLANNING AND IMPLEMENTATION

• Create/point to unique landing pages for each ad group/campaign
• Determine your overall goal and type of conversion
Goal Measure of Success

Lead generation Number of submitted forms

Sales Revenue generated from page

Disseminate information Time on page/number of visits

Email sign-ups Number of email addresses gathered

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

BAD LANDING PAGES

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

GOOD LANDING PAGES

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

CREATING EFFECTIVE ADS

• Determine highest value landing pages based on average value, per visit value, and number
of transactions
• Use secondary dimensions to determine conversion keywords and use them to write ads that
lead to your highest-value landing pages

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

ONGOING OPTIMIZATION

• Sort by impression
share and examine
keyword ad triggers to
determine conversion
keywords

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

ONGOING OPTIMIZATION

• Delete under-performing ads and keywords to increase budget and impression share for
successful ads and proven conversion keywords
• Create negative match keyword lists

• Continue monitoring successful organic keywords for inclusion into paid search
• Test multiple ad structures, keywords, and calls to action to determine successful
combinations

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

GARY HENDERSON
Interactivity Marketing
Gary@InteractivityMarketing.com

www.InteractivityMarketing.com
@GaryLHenderson
@IMDigitalAgency

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

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Landing page presentation final PDF

2. GARY HENDERSON TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

3. QUALITY SCORE OVERVIEW • Quality Score - Google’s opinion of how relevant your ads, keywords, and landing pages are to what people are searching for. • Higher Quality Score = Better chance of ad success • CPC is important, but Google weighs CPM (cost per thousand impressions) more heavily -- that’s where its revenue comes from. TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

4. HOW QUALITY SCORE IS CALCULATED • Past CTR of keywords and ads • Relevance of your destination URL • Keyword relevance • How relevant a keyword is to your ad and what people are searching for • Google’s perceived quality of landing pages • Geographic performance • Performance of ads on different devices •Different scores for different devices TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

5. BENEFITS OF A HIGH QUALITY SCORE Cost per Click Top-of-Page Bid Estimates Average Ad Positions TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

6. CHECKING QUALITY SCORE TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

7. IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH •“Bucket” your keywords-- group together by similarity and goals •Utilize website analytics to discover which keywords you rank well for/are receiving traffic from and use them in your ads. TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

8. IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH • Examine Google’s generated titles and descriptions to find keywords that Google may be including in your titles/descriptions. TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

9. ELEMENTS OF SUCCESSFUL LANDING PAGES • Reaches the right person with the right message • Gives information that satisfies the visitor’s desire (answers a question or solves their problem, etc.) • Call-to-action and form clearly presented above the fold • Strong headline • Remove any unnecessary form fields • PROVIDES INCENTIVE TO CONVERT • Discount, download, contest, etc. TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

10. LANDING PAGE PLANNING AND IMPLEMENTATION • Existing webpages can be used as landing pages as long as they are highly relevant to the search term. Search Term Coastal Carolina football tickets TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

11. LANDING PAGE PLANNING AND IMPLEMENTATION • Create/point to unique landing pages for each ad group/campaign • Determine your overall goal and type of conversion Goal Measure of Success Lead generation Number of submitted forms Sales Revenue generated from page Disseminate information Time on page/number of visits Email sign-ups Number of email addresses gathered TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

12. BAD LANDING PAGES TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

13. BAD LANDING PAGES TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

14. GOOD LANDING PAGES TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

15. GOOD LANDING PAGES TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

16. CREATING EFFECTIVE ADS • Determine highest value landing pages based on average value, per visit value, and number of transactions • Use secondary dimensions to determine conversion keywords and use them to write ads that lead to your highest-value landing pages TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

17. ONGOING OPTIMIZATION • Sort by impression share and examine keyword ad triggers to determine conversion keywords TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

18. ONGOING OPTIMIZATION • Delete under-performing ads and keywords to increase budget and impression share for successful ads and proven conversion keywords • Create negative match keyword lists • Continue monitoring successful organic keywords for inclusion into paid search • Test multiple ad structures, keywords, and calls to action to determine successful combinations TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

19. GARY HENDERSON Interactivity Marketing Gary@InteractivityMarketing.com www.InteractivityMarketing.com @GaryLHenderson @IMDigitalAgency TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

Landing page presentation final PDF

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