1. The Five Mill Tree Method Search Marketing Lost its Tail Five Mill Marketing San Francisco, California
2.
3.
4. History – Keyword Mapping “ Keyword”: california socks Note: These are just examples and keywords may not have mapped exactly as depicted. Search Queries: “ California wool socks” “ California blue socks” “ California SOX compliance”
5. History - Keyword Landscape (‘98-’02) Search: socks Result: Head Overture Inventory Tool Keyword Searches socks 5,000 red socks 400 wool socks 300 pink socks 250 toe socks 200 socks compliance 190 sock fetish 180 Tail multiple definitions unrelated unrelated
6.
7.
8.
9. “ New” Keyword Landscape (1/2) Head Tail Keyword Searches socks 5,000 red socks 400 wool socks 300 pink socks 250 toe socks 200 socks compliance 190 sock fetish 180 Then socks Now All words related to “socks”
10. “ New” Keyword Landscape (2/2) Legend socks [red socks] Match Type Example Broad socks Phrase “ wool socks” Exact [socks] Geo-Targeting GT: CA [socks] GT: CA “ wool socks”
11.
12. “ Five Mill Tree Method” socks $2.50 CPC [socks] socks (- [socks]) $3.00 CPC $2.20 CPC GT: California [socks] (-GT: CA) $2.00 CPC $3.25 CPC GT: Los Angeles, CA GT: California (- Los Angeles,CA) $2.50 CPC $1.90 CPC
13.
14.
15.
16.
17.
18. Dan Soha Principal & SEM Specialist dan [at] fivemill [dot] com San Francisco, California Who are we?: We are a team of Search Marketing experts that utilize math and computer science with a hands-on approach to solve complex Search Marketing problems with customized Search Marketing solutions .
24. Ad Competition (2/2) Resolution: Let Google do the work for you! Step #2: Duplicate adgroup and run 1 ad in each 1 Adgroup 10 Keywords 2 Ads 1 Adgroup 10 Keywords Ad #1 1 Adgroup 10 Keywords Ad #2 Step #1: Make sure bids are targeting current metrics of success Step #3: Let ads run until they have ample conversion history Step #4: Re-bid to current metrics of success Wrap your head around it : Due to Google’s CTR model designed to make them the most money possible and your re-bidding designed to hit your metrics, you will maximize conversions and the best keyword-ad combination will naturally occur. Step #5: Wait and repeat Step #4