MoreVisibility Search Engine Marketing Simplified
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MoreVisibility presentation discusses how to effectively create and mange a successful search engine marketing campaign. Learn how to create a account structure, effective ad copy, ad extensions and product search within Google Adwords.
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MoreVisibility Search Engine Marketing Simplified
- 6. Account Structure CAMPAIGNS FOR: Geo-Targeting Search / Content Mobile / Desktop Top Keywords Special Promotions Use MULTIPLE AD GROUPS with tightly themed keywords; customize ad copy at the Ad Group level.
- 7. Campaign Level Bidding Options
- 8. Google’s Quality Score “ The measurement used to determine your ad’s relevance to user searches. Your Quality Score is determined by your keyword’s click-through rate (CTR) on Google and by the relevance of your ad text, keyword, and landing page.” Google Do NOT search for your own Ads. As you would never click on your ads this will cause a lower (CTR) in Google, which would harm your Quality Score (impacts price + positioning).
- 14. Incorporate Your Products in Ads
- 15. Site Links A popular industry study reports that 80% of consumer spending occurs within 50 miles of home. Presenting multiple landing page options is intended to make the ad more relevant by displaying specific website information. It represents a new way to quickly engage customers .
- 17. Consumers are Savvy Searchers
- 20. Assigning Value to Your Keywords Keywords can assist in impression, click and conversion delivery for other keywords that receive the attribution.
- 22. QUESTION: Are you using contextual advertising?
- 23. ?
- 24. Reaching the Audience at the Right Time Seek out specific niche sites in our network related to your product or service Seek out specific portions of large sites in our network related to your product or service Jane is looking for recipes for dinner Think about “moments of relevance” Where could you find a moment of relevance for the product and business model on the content network?
- 29. “Audiences”
- 36. Segmented by Day of Week
- 38. QUESTION: Are you targeting mobile users?
- 39. ?
- 40. Source: Google internal data Mobile Search Growth Between September 2009 and February 2010, mobile search traffic on restaurant related terms has increased 200%
- 41. Between September 2009 and February 2010, mobile search traffic on office supply related terms has increased 167% Mobile Search Growth Source: Google internal data
- 42. Target Social Mobile Users
- 43. Mobile Targeting in AdWords
- 47. Review & Refine
- 48. Google Analytics Conversion Funnel
- 51. Create Your Own Alerts!
- 53. Thank You!!! Feedback: [email_address]
Editor's Notes
- In Marketing, we talk a lot about reaching the right audience. That’s a great first step, but for online, direct response, click-to-conversion sales, we need to make sure we’re reaching our audience when they are ready to buy or close to ready. Think about moments of relevance. If we’re measuring click-to-conversions, we need to find places on the content network where users can be convinced to convert soon. So, while advertising yoga to someone, they are much more likely to take a desired action on pages about yoga than about organic food, even though it’s the same
- With the content network, you reach a targeted, high-return audience across thousands of sites, with a single buy In addition to well-known mass media sites, the content network helps you reach users across thousands of niche sites as well.
- With the content network, you reach a targeted, high-return audience across thousands of sites, with a single buy In addition to well-known mass media sites, the content network helps you reach users across thousands of niche sites as well.
- Separate Campaigns to Better Manage Mobile Create separate Mobile campaigns. This allows you to customize the ads, keywords and bids specifically for High End Mobile Devices Strong Mobile Call to Actions will Increase Performance Having a compelling mobile call to action can dramatically influence your CTR. All types of Landing Pages Work with High End Mobile Devices…including WAP. iPhones/Android work well with both mobile Web sites and regular desktop Web sites. To ensure proper performance, make sure that the landing page matches the keyword search query. iPhone/Android devices do not render Flash . Think About How a User Would Search for Your Product Mobile users typically enter no more than two to three words per query. Use broad matching and general keywords to maximize ad impressions. Keep it simple. Analytics and Conversion Tracking Work on Mobile Use conversion tracking, even if you are not selling anything on your mobile site. This way you can learn how effective your ads are and if they result in specific site activities. Be Aggressive When Bidding on Mobile Prepare to bid 2x higher to get on the first page of search results. You will be competing to have your ad serve on 5 ad spots vs. 10 for desktop. This makes these ads spots very valuable and highly competitive. Use Click to Call feature if you can use it Click to Call is one of the most effective ways to connect to your consumers. We have seen URLs CTR increase by 30% by using the CTC feature. If Targeting Multiple Countries, target only one country per campaign CPCs can vary among different countries, and separate campaigns allow you to tune your bids to each market.