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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

  1. 2. Search Engine Marketing
  2. 3. MoreVisibility Background <ul><li>Founded in 1999 … Recognized Leader since inception </li></ul><ul><li>Named to INC 500/5000 five years in a row (2005 – 2009) </li></ul><ul><li>Full service Interactive Agency </li></ul><ul><li>10 years of documented results and significant </li></ul><ul><li>industry recognition </li></ul><ul><li>Diverse clients in numerous industries </li></ul><ul><ul><li>Business to Business </li></ul></ul><ul><ul><li>Business to Consumer </li></ul></ul><ul><ul><li>E-Commerce </li></ul></ul><ul><ul><li>Government </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Travel </li></ul></ul><ul><ul><li>Health </li></ul></ul><ul><ul><li>Publishing </li></ul></ul><ul><ul><li>Legal </li></ul></ul>
  3. 4. SEM Overview <ul><li>Traditional Keyword Search </li></ul><ul><ul><li>GYM </li></ul></ul><ul><ul><li>Ask & 2 nd Tier </li></ul></ul><ul><ul><li>Portals & Directories </li></ul></ul><ul><ul><ul><li>Shopping </li></ul></ul></ul><ul><ul><ul><li>Internet Yellow Pages (IYP) </li></ul></ul></ul><ul><li>Mobile </li></ul><ul><li>Contextual Advertising </li></ul><ul><li>Optimization </li></ul>
  4. 5. Affiliate Program’s Impact <ul><li>Affiliate Programs’ Impact </li></ul><ul><ul><li>Are there KW rules in place? </li></ul></ul><ul><ul><li>Do you know what your affiliates are doing / saying? </li></ul></ul>
  5. 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.
  6. 7. Campaign Level Bidding Options
  7. 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).
  8. 9. Writing Targeted Ad Copy After keywords have been organized / themed. <ul><li>Start with headlines </li></ul><ul><ul><li>Static </li></ul></ul><ul><ul><li>Dynamic ( keyword insertion ) </li></ul></ul><ul><li>Description </li></ul><ul><ul><li>Display key benefits </li></ul></ul><ul><ul><li>Call to Action! </li></ul></ul><ul><ul><li>Capitalize </li></ul></ul>
  9. 10. Ad Delivery <ul><li>Rotation </li></ul><ul><ul><li>Set to rotate evenly for testing ad variations </li></ul></ul><ul><ul><li>Monitor results & remove the loser </li></ul></ul><ul><li>Frequency Capping </li></ul><ul><ul><li>Consider implementing for retargeting campaigns </li></ul></ul><ul><ul><li>Adjust for seasonality </li></ul></ul>
  10. 11. <ul><li>QUESTION: </li></ul><ul><li>There are 2 ways to add click-to-call phone numbers to your campaigns. </li></ul><ul><li>What are they? </li></ul><ul><li>What’s the difference between them? </li></ul>
  11. 12. <ul><li>ANSWER: </li></ul><ul><li>Location Extensions </li></ul><ul><li>Phone Extensions </li></ul><ul><li>Location Extensions display your local business phone number to nearby users on mobile devices. Phone Extensions display your national phone number to all users on mobile devices. </li></ul>
  12. 13. Ad Extensions <ul><li>Phone Extensions </li></ul><ul><li>Locations </li></ul><ul><li>Products </li></ul><ul><li>Site Links </li></ul>
  13. 14. Incorporate Your Products in Ads
  14. 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 .
  15. 16. Keyword Research & Discovery <ul><li>What are the goals of each campaign? </li></ul><ul><li>Who is you competition? </li></ul><ul><li>How does your target audience search? </li></ul><ul><li>What words do they use? </li></ul><ul><li>What ’ s their intent? </li></ul><ul><li>Cyclical nature of product keywords? </li></ul><ul><li>Is there regional interest or aversion? </li></ul>
  16. 17. Consumers are Savvy Searchers
  17. 18. Why Keyword Discovery Matters <ul><li>In a Google UK internal study, 20% of queries have not been seen by Google in the last 90 days, if at all. </li></ul><ul><li>In the same study, 64% of queries had no exact match keywords shown against them. </li></ul>
  18. 19. View Search Queries
  19. 20. Assigning Value to Your Keywords Keywords can assist in impression, click and conversion delivery for other keywords that receive the attribution.
  20. 21. Search Funnel Reports <ul><li>Click-assisted </li></ul><ul><li>Impression-assisted </li></ul><ul><li>Search Path Length </li></ul>
  21. 22. QUESTION: Are you using contextual advertising?
  22. 23. ?
  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?
  24. 25. Contextual Advertising <ul><li>Options </li></ul><ul><ul><li>GYM </li></ul></ul><ul><ul><li>Ad Networks </li></ul></ul><ul><li>Ad formats </li></ul><ul><li>Targeting </li></ul><ul><ul><li>Keyword targeted </li></ul></ul><ul><ul><li>Placement targeted / site targeted </li></ul></ul><ul><ul><li>Behavioral </li></ul></ul><ul><ul><ul><li>Category based (network defined) </li></ul></ul></ul><ul><ul><ul><li>Cookie based (set by advertiser for remarketing) </li></ul></ul></ul>
  25. 26. Mass-media Sites Mass Media Niche Media # of sites Reach Source: AdRelevance Q1-Q4 2006 “Internet Ad Spend Is Display Only,” comScore Media Matrix, November 2005; *IAB Standard Creative Sizes; Attributor Inc. Ad Serving report, Dec 2008. <ul><li>Based on theme of your AdGroup </li></ul><ul><li>Break out into its own campaign to control budget & bidding </li></ul><ul><li>Consider using more generic ad copy here </li></ul>
  26. 27. Niche Content Mass Media Niche Media # of sites Reach Source: AdRelevance Q1-Q4 2006 “Internet Ad Spend Is Display Only,” comScore Media Matrix, November 2005; *IAB Standard Creative Sizes; Attributor Inc. Ad Serving report, Dec 2008. <ul><li>2x more consumers look at ads on niche sites </li></ul><ul><li>4x more time spent interacting with ads on niche sites </li></ul>Engaged Users Higher Ad Response Rate GREAT ROI
  27. 28. <ul><li>Create a media plan </li></ul><ul><li>Use demographics and interests to get relevant placements </li></ul>Google / DoubleClick AdPlanner
  28. 29. “Audiences”
  29. 30. View Content Placements
  30. 31. <ul><li>Budgeting </li></ul><ul><li>Keyword Match Types </li></ul><ul><li>Negative KWs </li></ul><ul><li>Ad Copy </li></ul><ul><li>Landing Pages </li></ul><ul><li>Day Parting </li></ul><ul><li>Geo-exclusions </li></ul>Optimization
  31. 32. The Biggest Loser?
  32. 33. Maximize Top Performers <ul><li>Budgets </li></ul><ul><ul><li>Is there more inventory on your KWs? </li></ul></ul><ul><ul><li>Reach & Frequency Report </li></ul></ul><ul><li>Bids </li></ul><ul><ul><li>Are you losing impressions due to Ad Rank? </li></ul></ul><ul><ul><li>Bid Simulator </li></ul></ul><ul><li>CTRs </li></ul><ul><ul><li>Are you losing clicks due to weak ads? </li></ul></ul><ul><ul><li>Ad Copy Report </li></ul></ul><ul><li>Keywords </li></ul><ul><ul><li>Are you running multiple match types? </li></ul></ul>
  33. 34. Bidding Strategy <ul><li>Sort account keywords by clicks and examine keywords that have data from the Bid Simulator. Run a profitability v. efficiency analysis to see if raising bids could increase overall volume and profitability through lowering efficiencies. </li></ul>
  34. 35. AdWords Segmentation <ul><li>Segmented by Google Search & partners </li></ul>
  35. 36. Segmented by Day of Week
  36. 37. Conversions by Hour
  37. 38. QUESTION: Are you targeting mobile users?
  38. 39. ?
  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%
  40. 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
  41. 42. Target Social Mobile Users
  42. 43. Mobile Targeting in AdWords
  43. 44. <ul><li>Separate campaigns to better manage Mobile. </li></ul><ul><li>Geo target to your business location. </li></ul><ul><li>Keep your keyword queries 1 to 2 keywords long at most. </li></ul><ul><li>Be aggressive when bidding on Mobile. </li></ul><ul><li>Use short, concise ad text. </li></ul><ul><li>Use the click-to-call feature if your business takes calls. </li></ul><ul><li>Having a strong Mobile call to action will improve results. </li></ul><ul><li>Test the use of mobile coupons. </li></ul>Optimizing for Mobile (smartphones) All types of landing pages work with High End Mobile Devices
  44. 45. <ul><li>Easy to purchase online (conversion funnel) </li></ul><ul><li>Short conversion funnel </li></ul><ul><li>Lead generation or free sign up </li></ul><ul><li>Good brand reputation </li></ul><ul><li>Relevant often and to a wide audience </li></ul><ul><li>Enthusiastic online community </li></ul><ul><li>Product can be downloaded or consumed online </li></ul><ul><li>Visually appealing or unique </li></ul>Website Usability Success Factors
  45. 46. Google Website Optimizer <ul><li>What do you want to improve? </li></ul><ul><ul><li>Define Page Sections </li></ul></ul><ul><ul><li>Create Variations </li></ul></ul><ul><ul><li>Code Your Pages </li></ul></ul><ul><li>Launch </li></ul>
  46. 47. Review & Refine
  47. 48. Google Analytics Conversion Funnel
  48. 49. Intelligence Dashboard
  49. 50. Significance & Sensitivity
  50. 51. Create Your Own Alerts!
  51. 52. <ul><li>MoreVisibility Keyword Density Tool </li></ul><ul><ul><li> </li></ul></ul><ul><li>Google Ad Preview Tool </li></ul><ul><ul><li>https:// </li></ul></ul><ul><li>Google Ad Planner </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Research your audience –use demographics and interests to get relevant placements </li></ul></ul><ul><li>Google AdWords Editor </li></ul><ul><li>Google Insights for Search </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Identify interest in your industry/website over time </li></ul></ul><ul><li>Google Website Optimizer </li></ul><ul><li>Keyword & Competition </li></ul><ul><ul><li>Google Search Based Keyword Tool (sktool) </li></ul></ul><ul><ul><li>WordTracker </li></ul></ul><ul><ul><li>Keyword Discovery </li></ul></ul><ul><ul><li>Keyword Spy </li></ul></ul><ul><ul><li>AdGooroo </li></ul></ul>Tools TOOLS
  52. 53. Thank You!!! Feedback: [email_address]