Getting Started With
Paid Search Marketing
By Brian Offenberger, CeM
May 24, 2010
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Today’s Agenda
• What Is Paid Search Marketing?
• Strategies & Tactics To Succeed With Paid
Search Marketing
• Action Plan To Get Started Or Improve An
Existing Campaign
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What Is Paid Search?
“A type of contextual advertising where Web
site owners pay an advertising fee to have
their Web site search results shown in top
placement on search engine result pages.”
-Webopedia
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Why Paid Search?
• 50% more likely to buy and higher avg. order
sizes than organic search - (Engine Ready)
• Advertise to people that are already searching
for your products & services
• Ability to instantly test and measure advertising
results
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Types Of Advertising
• Paid Search Advertising
• Content Network Advertising
• Image Advertising
• Video Advertising
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Important Terms
• PPC - Pay Per Click
• CPC - Cost Per Click
• CPM - Cost Per 1,000 Impressions
• CPA - Cost Per Acquisition
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Important Terms
• Clicks - Times an ad was clicked
• Impressions - Times an ad was displayed
• CTR - Click through rate (clicks / impressions)
• Conversions - Specified business actions taken
• Conversion Rate - Conversions/clicks
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Why Google AdWords?
• Most advanced user-friendly advertising platform
• Reach Google’s 65.2% of total search traffic in
U.S. - (Comscore)
• Largest content network via AdSense
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Basic AdWords Structure
Campaign
Groups
Keywords
Ads
Landing Pages
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Campaigns
• Customize budget &
settings by campaign
• Create campaigns for
different:
– Geographic locations
– Product categories
– Types of advertising
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Google Content Network
• Reaches 76% of US internet
users - (Comscore)
• Advertise on industry specific
websites of all sizes
• Based on website content, not
on search results
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Groups
• Separate groups by keyword themes
• For example:
– Group A: Commercial Alarms
– Group B: Residential Alarms
– Group C: Alarm Monitoring
• Each group has unique set of keywords & ads
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Customer Life Cycle
Browse Shop Buy
Informational Navigational
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Common Ad Group Mistakes
• Not enough groups
• Failing to group closely
related keywords
together
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Right Way To Set Up Groups
• Use Excel spreadsheet
• Create columns for keyword, category and ad
group
• Research keywords
• Group related words together
• Assign term to a behavioral bucket
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Keywords
• Search terms you want to target
• Can have 1,000s of keywords per campaign
• Avoid overly broad keywords (alarms, protection)
• Match keywords to buyer intent
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Keyword Types
• Broad match: keyword - Ads show similar phrases & relevant ad
variations
• Phrase match: “keyword” - Exact phrase must be included in
search query
• Exact match: [keyword] - Search must exactly match keyword
phrase
• Negative match: -keyword - Ad is not shown if this keyword is
entered
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Keyword Research
• Objective: find every keyword people use to
search for your products and services
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Keyword Research Tools
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Common Keyword
Research Mistakes
• Not using enough keywords
• Relying solely on brainstorming
• Relying solely on free research tools
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Ads
Paid Search Ads
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Ad Guidelines
• Maximum ad length:
– Title – 25 characters
– Description Lines 1 & 2 – 35 characters
– Display URL – 35 characters
– Destination URL - 1024 characters
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How To Create A Good Ad
• Examine competitors ads & look for trends
• Include a call to action to get people to click
• Include keywords in your ad copy
• Create multiple ads per group to test
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Bidding Strategies
• Bid for #1 position
• Match competition’s bids
• Bid the minimum
• Bid based on CPA regardless of competition
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Landing Pages
Use landing pages to
Create separate
Use a sale or collect
text
makeoffers and for
landing pages
from your
informationads in
every group and
landing pages
campaign
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Quality Score
• Indicates how relevant your keywords are
• High quality scores = low prices & high rankings
• Score determined by:
– Relevance of keywords & ads to search query
– Click through rate (CTR) for group & campaign
– Landing page quality
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META Tags
• Code that tells Google about a
page
• To view, right click on a website
and select View Source
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META Title & Description
META Title META Description
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Using META Tags
• To improve your quality score:
– Use keywords from your campaign in META title
& description
– Use different METAs for every page
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Key Stats To Track
• Average daily cost of the campaign
• How much you spent in the past month
• Your average daily coverage
• The number of visitors (clicks) you typically
receive
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More Key Stats
• Your average click through
rate
• Your average conversion
rate
• Your ROI per click
• Your ROI per conversion
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Google Analytics
Google AdWords = Quantity of visits
Google Analytics = Quality of visits
• Key Features:
– Time on site
– Bounce rate
– Pages viewed
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Facebook Paid Search
• Much cheaper than AdWords
• Potential for viral-ads
• Reach your exact target-audience with:
– Geo-targeting
– Demographic targeting
– Keyword targeting
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