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Advanced SEM Strategies
for Beginners
Nik Pasic | December 2013
Nik Pasic
Just a guy who loves online.
Before We Begin...
This presentation will be
available on
.
If you‟re not on it already, get on

.

@NikPasic on twitter
We will not cover the basics
but I will share resources.
When you start using
SEM campaigns, you will
initially be losing money!
Follow him, seriously.

https://twitter.com/oligardner/status/400098438454341633
http://unbounce.com/ppc/poor-message-match/
Conversion Rate Optimization
Covered in my next presentation
What is SEM?
Search Engine Marketing
Timber

Marble

Concrete

Steel

Glass

Brick

Plaster

Think of your website like a building
SEM
Analytics
Design

CRO

SEO
UX

eDM
Social
The Beginner's Guide to Advanced SEM - Nik Pasic
The Beginner's Guide to Advanced SEM - Nik Pasic
SEM is just a part of the picture
The Beginner's Guide to Advanced SEM - Nik Pasic
The Beginner's Guide to Advanced SEM - Nik Pasic
Mega-SERP: A Visual Guide to Google

By:
@dr_pete

Follow him.

Them too.
http://moz.com/blog/mega-serp-a-visual-guide-to-google

@moz
Ads
Search | Display Network | Remarketing | Product Listings Dynamic
Remarketing | Various Google Beta Products
By the awesome guys at

http://www.wordstream.com/articles/what-is-google-adwords
http://www.portent.com/blog/ppc/wordstream-infographic-how-an-adwords-auction-works.htm
The Beginner's Guide to Advanced SEM - Nik Pasic
The Beginner's Guide to Advanced SEM - Nik Pasic
The Beginner's Guide to Advanced SEM - Nik Pasic
Setting Up a Campaign
Tools You‟ll Need
A Step by Step AdWords Guide by Google
Teaches you to:
› Organize your account
› Pick the right keywords
› Write targeted ads
› Put it all together

http://static.googleusercontent.com/media/www.google.com/en//adwords/pdf/step_by_step.pdf
Google AdWords Certification Program
› Study Through Chapters
› Sit Exams (Optional)

› Up To Date (Renews)
› Multi-Platform Applicable

https://adwords.google.com/professionals/
The Beginner‟s Guide To Setting Up An
AdWords Account by PPC Hero
Similar to AdWords Step by
Step
Guide by Google, but more
in-depth and with additional tips.

http://www.ppchero.com/the-beginners-guide-to-setting-up-an-adwords-account/
Follow:
› @PPCHero
› @WordStream
› @AlanMitchell
› @CalculateMktg
› @ThePPCBlog
› @KateMorris
› @NikPasic
Secrets to SEM Success
What It‟s Really All About
Always Remember...
A business which makes
no money is just a hobby.
Conversion Funnel
What Should I Care About?
1.
2.
3.
4.
5.
6.
7.

ROI/CLV
Business critical
Sales/Lead Value
Number of Sales/Leads
Strong success indicators
Unique Visitors
Visits, Page Views, Time on Site (not bounce rate)
Clicks, CTR, CPC
Better than burning money
Cost

9001. Impressions
9002. Impression Share

Fall back metrics when
all else fails a.k.a. a
failed campaign
SEM is about making
money
Creating a Campaign
Making Your Life Easier
Budget and Timeline
› Define start and end dates for all campaigns
› Define a Daily, Monthly and Annual budget.

› In that order!
› Set Up Daily and monthly budget limits
Pro Tip:

For multiple accounts
set up a Client Centre.
Stay In Control
›Track your performance and spend in excel*
› Daily and monthly for internal purposes
› Report on quarters - weekly is misleading
› Set up daily and monthly budget limits
› Accelerated Delivery Method + Budget Limits
Pro Tip:

Have „Ongoing‟ campaigns
which you can use as a
consistent benchmark.
› Ongoing Search – AU [D]
› Ongoing DN – AU [D/M]
› 2013 Search – US Cyber Monday [D/M]
› 2013 Remarketing – EU Christmas [M]
Define Your Keywords Audience
› Do not blanket scrape. Seriously. Stop it!
› Many “experts” claim this to be the most efficient method but it is
simply not effective. It is the SEM equivalent of automated link building
and content farming.

› Think like your ideal customer would
› Keyword Research Tools suit SERPs, not users
›These tools are useful once you‟ve run out of ideas

› Do not split off mobile unless your site is mobile-ready
›Target by Audience, Placement and Location as well
Pro Tip:

Accelerated Delivery
Method + Budget Limits =
You‟re In Control
Creating The Creative
›Custom build initial KWs, creative and CTA

› Use an excel template*
› Reverse engineer your campaign page by
page
› Always A/B test your ads: Use 2-4 at least
› Beware of using business lingo for B2C.
› Test run Display and Search side by side
›Use Remarketing and Shopping if applicable
Pro Tip:

A/B test everything!
SEM, eDMs, landing
pages, life.
Target Efficiently
› User your brand terms as much as possible
› Use single-keyword brand/key Ad Groups - Ultimate targeting!
› Use a combination of [exact match], “phrase match”, +broad
+match +modifier, broad match and –negative keywords
› Use a -negative match of your brand in all your non-brand
categories as your campaigns can compete with one another

https://support.google.com/adwords/answer/2497836?hl=en
Pro Tip:

Do not fear mistakes.
They are our best learning
tool. SEM is a long term
money-making game.
Tracking
› Link your AdWords with Google Analytics
› Set up Goals and ensure revenue is tracking
› Use tracking codes in every URL

https://support.google.com/analytics/answer/1033867?hl=en
Pro Tip:

Review and use the data
otherwise don‟t even
bother with tracking.
Useful SEM Tools
› AdWords and GA segmentation and filtering
› AdWords/Bing/Facebook Editor
› AdWords Opportunities Tab - Do this manually
› AdWords Tools and Analysis Tab
Pro Tip:

CTAs can make or break
your campaign. Use
timeliness and expiration
dates to your advantage!
Useful Excel Features*
› Pivot Tables
› VLookup

› Concatenate
› Length
› First and Last
Pro Tip:

Glance over each of your
campaigns each
morning, even if you don‟t
need to change a thing.
Competitive Intelligence
Don’t do it. Seriously. Keeping up with the

competition is a time-sink for any small to medium
sized business and is extremely overrated.

Unless you're the true market leader and are
absolutely capped in terms of your audience reach
you should be focusing on your own audience.
Pro Tip:

More than
anything, stay curious!
Thank You
Any Questions?

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The Beginner's Guide to Advanced SEM - Nik Pasic

  • 1. Advanced SEM Strategies for Beginners Nik Pasic | December 2013
  • 2. Nik Pasic Just a guy who loves online.
  • 4. This presentation will be available on .
  • 5. If you‟re not on it already, get on . @NikPasic on twitter
  • 6. We will not cover the basics but I will share resources.
  • 7. When you start using SEM campaigns, you will initially be losing money!
  • 9. Conversion Rate Optimization Covered in my next presentation
  • 10. What is SEM? Search Engine Marketing
  • 11. Timber Marble Concrete Steel Glass Brick Plaster Think of your website like a building SEM Analytics Design CRO SEO UX eDM Social
  • 14. SEM is just a part of the picture
  • 17. Mega-SERP: A Visual Guide to Google By: @dr_pete Follow him. Them too. http://moz.com/blog/mega-serp-a-visual-guide-to-google @moz
  • 18. Ads Search | Display Network | Remarketing | Product Listings Dynamic Remarketing | Various Google Beta Products
  • 19. By the awesome guys at http://www.wordstream.com/articles/what-is-google-adwords http://www.portent.com/blog/ppc/wordstream-infographic-how-an-adwords-auction-works.htm
  • 23. Setting Up a Campaign Tools You‟ll Need
  • 24. A Step by Step AdWords Guide by Google Teaches you to: › Organize your account › Pick the right keywords › Write targeted ads › Put it all together http://static.googleusercontent.com/media/www.google.com/en//adwords/pdf/step_by_step.pdf
  • 25. Google AdWords Certification Program › Study Through Chapters › Sit Exams (Optional) › Up To Date (Renews) › Multi-Platform Applicable https://adwords.google.com/professionals/
  • 26. The Beginner‟s Guide To Setting Up An AdWords Account by PPC Hero Similar to AdWords Step by Step Guide by Google, but more in-depth and with additional tips. http://www.ppchero.com/the-beginners-guide-to-setting-up-an-adwords-account/
  • 27. Follow: › @PPCHero › @WordStream › @AlanMitchell › @CalculateMktg › @ThePPCBlog › @KateMorris › @NikPasic
  • 28. Secrets to SEM Success What It‟s Really All About
  • 30. A business which makes no money is just a hobby.
  • 32. What Should I Care About? 1. 2. 3. 4. 5. 6. 7. ROI/CLV Business critical Sales/Lead Value Number of Sales/Leads Strong success indicators Unique Visitors Visits, Page Views, Time on Site (not bounce rate) Clicks, CTR, CPC Better than burning money Cost 9001. Impressions 9002. Impression Share Fall back metrics when all else fails a.k.a. a failed campaign
  • 33. SEM is about making money
  • 34. Creating a Campaign Making Your Life Easier
  • 35. Budget and Timeline › Define start and end dates for all campaigns › Define a Daily, Monthly and Annual budget. › In that order! › Set Up Daily and monthly budget limits
  • 36. Pro Tip: For multiple accounts set up a Client Centre.
  • 37. Stay In Control ›Track your performance and spend in excel* › Daily and monthly for internal purposes › Report on quarters - weekly is misleading › Set up daily and monthly budget limits › Accelerated Delivery Method + Budget Limits
  • 38. Pro Tip: Have „Ongoing‟ campaigns which you can use as a consistent benchmark. › Ongoing Search – AU [D] › Ongoing DN – AU [D/M] › 2013 Search – US Cyber Monday [D/M] › 2013 Remarketing – EU Christmas [M]
  • 39. Define Your Keywords Audience › Do not blanket scrape. Seriously. Stop it! › Many “experts” claim this to be the most efficient method but it is simply not effective. It is the SEM equivalent of automated link building and content farming. › Think like your ideal customer would › Keyword Research Tools suit SERPs, not users ›These tools are useful once you‟ve run out of ideas › Do not split off mobile unless your site is mobile-ready ›Target by Audience, Placement and Location as well
  • 40. Pro Tip: Accelerated Delivery Method + Budget Limits = You‟re In Control
  • 41. Creating The Creative ›Custom build initial KWs, creative and CTA › Use an excel template* › Reverse engineer your campaign page by page › Always A/B test your ads: Use 2-4 at least › Beware of using business lingo for B2C. › Test run Display and Search side by side ›Use Remarketing and Shopping if applicable
  • 42. Pro Tip: A/B test everything! SEM, eDMs, landing pages, life.
  • 43. Target Efficiently › User your brand terms as much as possible › Use single-keyword brand/key Ad Groups - Ultimate targeting! › Use a combination of [exact match], “phrase match”, +broad +match +modifier, broad match and –negative keywords › Use a -negative match of your brand in all your non-brand categories as your campaigns can compete with one another https://support.google.com/adwords/answer/2497836?hl=en
  • 44. Pro Tip: Do not fear mistakes. They are our best learning tool. SEM is a long term money-making game.
  • 45. Tracking › Link your AdWords with Google Analytics › Set up Goals and ensure revenue is tracking › Use tracking codes in every URL https://support.google.com/analytics/answer/1033867?hl=en
  • 46. Pro Tip: Review and use the data otherwise don‟t even bother with tracking.
  • 47. Useful SEM Tools › AdWords and GA segmentation and filtering › AdWords/Bing/Facebook Editor › AdWords Opportunities Tab - Do this manually › AdWords Tools and Analysis Tab
  • 48. Pro Tip: CTAs can make or break your campaign. Use timeliness and expiration dates to your advantage!
  • 49. Useful Excel Features* › Pivot Tables › VLookup › Concatenate › Length › First and Last
  • 50. Pro Tip: Glance over each of your campaigns each morning, even if you don‟t need to change a thing.
  • 51. Competitive Intelligence Don’t do it. Seriously. Keeping up with the competition is a time-sink for any small to medium sized business and is extremely overrated. Unless you're the true market leader and are absolutely capped in terms of your audience reach you should be focusing on your own audience.