5 Tactics to improve paid search results, Presented by Craig Danuloff of ClickEquations at SMX Advanced in London, May 2010. Discusses search queries, match types, brand keywords, impression share, and quality score.

1. Five Amazing PPC Tactics
From High-Resolution PPC
Craig Danuloff
C i D l ff
President, ClickEquations Inc.

2. Intelligent Paid Search Platform
ClickEquations enables you to
manage all aspects o you accou s
a age a aspec s of your accounts
more easily
• Campaign management with bulk editing
and easy-to-use optimization
• Powerful bid management created
with experts from the Wharton School
• Best in class analytics for advanced
and automated reporting
• And ClickEquations makes it all
easy through Segments, Adviser,
and Analyst
Learn More: www ClickEquations com
www.ClickEquations.com
Free Resources:
www.ClickEquations.com/Learn
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL

3. The Tactics:
1. Query Mining
2. Match Type Keyword Trap
3. I l t Brand K
Isolate B d Keywords
d
4. Manage Impression Share
5. Respect the
Economics of Quality Score
© Copyright 2009 ClickEquations Inc. All Rights Reserved

4. Keywords Don’t Matter
Search Queries Do 4
 Keywords are just magnets
you use to attract search queries
 Search Queries
review true intent
 Search Queries are the ultimate
keyword research tool.
y
© Copyright 2009 ClickEquations Inc. All Rights Reserved

5. Mining Search Queries
to Improve Targeting
• Mine queries for negative
q g
keywords
• Mine queries for new
phrase and exact match
keywords
k d
• Create new campaigns
and ad groups to better
align queries with ad copy
© Copyright 2009 ClickEquations Inc. All Rights Reserved

6. Search Query Reporting
• Query count reporting
tells how many different
q
queries matched each
keyword
• N b
Numbers hi hli ht
highlight
the need to expand
negatives and promote
phrase and exact match
keywords
• Alerts when queries per
keyword exceed targets
© Copyright 2009 ClickEquations Inc. All Rights Reserved

7. Search Query Mining Benefits
• More impressions
• Less waste
• Bigger CTRs
• Better quality score
ette qua ty sco e
• Higher positions
• Lower CPCs
• More accurate reports
• Spend less
p
• Make more
© Copyright 2009 ClickEquations Inc. All Rights Reserved

8. Build Yourself A
B ild Y lf
Match Type Keyword Trap
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9. Match Type
Alternatives
Exact (rifle)
Phrase (shotgun)
Broad (bomb)
Automatic (black hole)
© Copyright 2009 ClickEquations Inc. All Rights Reserved

10. Our Challenge
Selecting a Match Type is a balance
between the benefits of progressively
more di
diverse queries vs the risk
i h i k
of progressively more diverse q
p g y queries
© Copyright 2009 ClickEquations Inc. All Rights Reserved

11. Search Queries
premium dog food brands in topeka kansas natural frozen puppy food
where to buy premium dog food baldwin county, premium dog food
organic dog food for skin allergies natural dog food
www.organic dog food healthy dog food
all natural dog food and allergies all natural dog food
natural dog food brands evo dog food
all natural puppy food brands premium natural dog food
whole dog food pantry nutritious puppy food
royal canin dog food sensitive stomach pets premium all natural dog food
innova natural dog food natural frozen dog food
humane organic cannine food premium dog food
cheap nutritious dog food natural puppy food
natural dog food brands healthy dog food
all natural dog food brands all natural dog food
dog food sensitive stomach healthy natural dog food
Dog Food is rachel ray dog food made in the usa
top organic dog food companies
dog food "made in the usa"
natural frozen dog food
all natural dog food ratings anmal food supplements
natural puppy food brands dry dog food supplement
all natural dog food brands brandon farms naturals dog food
top all natural dog food brands dognfood
canned dog food sensitive stomach natural anti-fungal cream for canines
best dog food bowl naturaldogfood
dog food bowl holder made with tree branches organic grain free dog foods
hanging metal dog food bowl "nature's logic"
pedal operated dog food bowl brandon farms dog food
premium natural dog food en dog food
premium organic dog food top best dog foods
eco friendly dog food whole foods organic dog food
eco-friendly puppy food best weight control dog foods seafood

12. Dog Food
Your Broad Match Keyword
Quality Score = 5
Bid = $1.00
p
premium all natural dog food
g
Competitors’
Exact Match [Premium All Dog Food]
Keyword Quality Score = 8
Bid = $1.00

13. Exact Match
Beats
Phrase Match
Beats
Broad Match
© Copyright 2009 ClickEquations Inc. All Rights Reserved

14. The Match Type Keyword Trap
T pe Ke ord
© Copyright 2009 ClickEquations Inc. All Rights Reserved

15. The Match Type Keyword Trap
T pe Ke ord
© Copyright 2009 ClickEquations Inc. All Rights Reserved

16. Equalize Return
10% CConv R t
Rate
Exact $1.00 CPC
100 Clicks / $100 Cost
$10 per CPA
5% Conv Rate
$0.50 CPC
Phrase 100 Clicks / $50 Cost
$10 CPA
1% CConv R t
Rate
$0.10 CPC
Broad 100 Clicks / $10 Cost
$10 CPA
© Copyright 2009 ClickEquations Inc. All Rights Reserved

17. Tune The Trap
• Watch Search Queries
• Add Negative Keywords
• Add New Keywords
y
• Promote Keywords to Phrase/Match
• Adjust Bid Changes
• All Match Types in Separate Ad Groups
© Copyright 2009 ClickEquations Inc. All Rights Reserved

18. Isolate Your
Brand Keywords
© Copyright 2009 ClickEquations Inc. All Rights Reserved

19. Brand Keywords
Are Different
 They have low Costs Per Click
Costs-Per-Click
 They get high Quality Scores
 The get spectacular CPCs
spectac lar
 These numbers radically distort metrics
in your Ad Groups and Campaigns
© Copyright 2009 ClickEquations Inc. All Rights Reserved

20. A Sample Brand
Structure
 Camp: Brand Keywords  Camp: Brand-Related Keywords
 AG: Pure Brand  AG: Brand Economics
 ClickEquations  ClickEquations pricing
 Click Equations  ClickEquations setup fee
 AG: Brand Misspell  AG: Brand+People
 ClickEuations  ClickEquations Danuloff
 ClikEquations  ClickEquations Holt
 AG Brand Navigation
g  AG: Brand+Categories
g
 ClickEquations Website  ClickEquations search platform
 www.clickequations.com  ClickEquations search software
 AG: Brand Plus
 ClickEquations bid algorithms
 ClickEquations revenue attribution
 And negative your brand term in all other campaigns
© Copyright 2009 ClickEquations Inc. All Rights Reserved

21. Impression Share:
When Keywords Fail 21
 You buy the
keyword.
 People type
queries that
match.
match
 Your ad
doesn’t
display.
© Copyright 2009 ClickEquations Inc. All Rights Reserved

22. Impression Share Reports
© Copyright 2009 ClickEquations Inc. All Rights Reserved

23. Impression Share Exact
© Copyright 2009 ClickEquations Inc. All Rights Reserved

24. The Value of Lost IS Exact
© Copyright 2009 ClickEquations Inc. All Rights Reserved

25. Regaining Lost Impression Share
• ISLost-Budget
ISL t B d t
• Raise your budget
• ISLost-Rank
• Rank = Bid x Quality Score
• Raise your bid and/or Quality Score
• Do You Want To Regain it?
• Match Type – Too Broad
• Irrelevant Keywords (all MTs)
y ( )

26. The Economics
of Quality Score
© Copyright 2009 ClickEquations Inc. All Rights Reserved

27. The E
Th Economics i
of Quality Score
© Copyright 2009 ClickEquations Inc. All Rights Reserved

28. For More Information
Clickequations.com/blog
Twitter.com/clickequations
Facebook.com/clickequations
Facebook com/clickequations
Website: www.clickequations.com
Youtube.com/clickequations Email: sales@clickequations.com
Phone: (866) 360-0220
© Copyright 2009 ClickEquations Inc. All Rights Reserved

29. Learn More
High Resolution
High-Resolution PPC
from our free e-book:
Download Your Copy Today!
www.clickequations.com/ebook
“The l
“Th glory of paid search i h
f id h is hyper relevance
l
and how absolutely data driven it is. If your goal
is to be the best you can be at paid search,
then your path goes through this book.
Avinash Kaushik - Author: Web Analytics 2.0

30. © Copyright 2009 ClickEquations Inc. All Rights Reserved