I was asked by the Search Engine Strategies programming team to deliver this 1 hour intro to paid search for the many attendees who are new to search engine marketing. As well as covering the key areas important to success it also introduces some of the latest developments in paid search

1. Introduction to Paid Search Dave Chaffey, Insights Director Presented at Search Engine Strategies, London 17th February 2010

2. About Dave Chaffey Search &Conversion Strategy & Intelligence Strategy consulting Best practice Qualifications Books

3. Let’s Connect! Questions & discussion welcome uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey Blog www.smartinsights.com/blog Feeds www.feedburner.com/davechaffey EmailNewsletter www.smartinsights.com

4. Q. How much will paid search deliver?

5. Introducing Search Engine MarketingSEM = SEO + PPC Paid listings - Pay Per Click (PPC) http://www.google.com/search?q=emarketing+training Natural or organic listings - Search engine optimisation (SEO)

6. Clickthrough to “Landing Pages”

7. Q. How easy is it to get started?

9. Agenda – 8 areas of Paid Search strategy 2 1 4 3 6 5 8 7 Introduction to paid search. Your search network options. Goals and tracking. Keyphrase research. Getting Started: structure. Targeting: Match types. Bidding and bid management. Ad creative and copywriting.

10. 1. Introduction to Paid Search Why Quality Score is King

11. Q. Where does paid search fit within the digital marketing mix? Start with your website goals and how to create value for your customers Research your online Marketplace to define the most appropriate marketing mix for your digital strategy Integrate web analytics, on and offline conversion tracking and optimization so that campaign performance can be tracked and optimized. Implement the tactics that fit your goals best. Be flexible. Be agile! 1 2 3 4

12. Q. Why paid search, not ‘PPC’ 1 2 Two main options for paid search marketing to be aware of when media buying within search engines. Advertising in search engines (direct search) = CPC. Contextual or content matched advertising on the content network, e.g. Google Adsense: CPC = Cost per Click (default) CPM = Cost per 1000 impressions – an option for ‘placement targeting’ Pay per Click options now common in display ad network Each of the main search engines has it’s own ad programme: Google Adwords (http://adwords.google.com) Yahoo! Search Marketing (http://searchmarketing.yahoo.com, formerly Overture) Microsoft adCenter (http://adcenter.microsoft.com) Two main options for paid search marketing to be aware of when media buying within search engines. Each of the main search engines has it’s own ad programme:

13. Understanding influence of Quality Score is ESSENTIAL Glossary: CTR = Clickthrough rate Ad text relevance = Match of headline and description to search term Keyword relevance = Match of triggering keyword to search term Landing page relevance = Match <title>, <h1..n> headings, copy c. 2006 – formula no longer published. For latest see: https://adwords.google.com/support/aw/bin/answer.py?answer=10215 Tip: Check a selection of your Quality scores and relevance for keywords within AdWords Ad Groups

15. Tip: Check performance with Google Webmaster Tools

16. Remember to check for click fraud

17. 2. Search ad network options Which search engines and partner sites should we use?

18. Q. Which networks should we use?

19. Volume doesn’t give the whole story For Eurostar “the click-to-sale ratio was 35% higher on Bing than the other engines, and the cost-of-sale rate was 16% lower. In addition, the click-through rate grew to nearly 5 times the average from all search advertising”

20. Q. Where will our ads appear?

21. Beware of the content network? Options Ignore (default) Switch off Treat separately Own Campaigns Isolate best QS Different bids Special brand copy Use during campaigns only Placement targeting Position Impressions Clicks CTR Avg. CPC 6 Direct Keyword Search 50,000 2,500 5% £0.60 2 Content network 10,000,000 6,000 0.06% £0.30 2.5 Overall 10,050,000 8,500 0.08% £0.35 An example of the difference in paid search metrics for content network and direct search ads

22. Content network CN options Direct searchCPC Content networkCPC or cPM

23. Google placement targeting options on content network With Google placement targeting (formerly site targeting), agencies can: Select sites for CPM or CPC ads Find sites to exclude Determine performance of third party sites Use Pay Per Action (soon)

24. Vertical search targeting option:Geo-targeting through Google maps

25. Vertical search targeting option:Promoted videos or text ads

26. 3. Goals and tracking What do you hope to achieve? How will you know you have?

28. Lead – E-mail address

30. Increase value events

32. New to company

33. Customer or prospect

34. Targeted segments4 Showcase range of products (cross-sell) 5Reinforce key brand messages (99% won’t convert in single session) 6 Attract visitors = SEO Prominent Unique phone number for tracking 2 Incentivised Lead generation form Key brand messages 3 Conversion goals+ OVP SEO Relevance headings0 4 Answer customers’ concerns 5 6

35. Identifying potential from in-depth analysis Using Excel VLOOKUP() to integrate data sources Learn from conversion rates, CPA and ROI stats. Identifying customer demand

37. CPA (CPS)

38. ProfitabilitySee www.davechaffey.com/Spreadsheets

39. Call track! or watch out for… Click to Call

40. Q. How do search and display integrate? 30-40% of all conversions arriving from a display impression, or click, are preceded with a paid search click. 10-15% of conversions that had a prior display impression had the last event as a paid search click. Source: Efficient Frontier Insights, http://tinyurl.com/search-display

41. Example of an integrated media campaign leveraging search behaviour

42. Integrating with offline campaigns 1 2 3 4 5 6 7 Ensure continuous SEM activities are updated to reflect marketing campaign activity. 2. Consider increasing bid prices during offline campaigns to ensure you achieve visibility and reinforcement of offline campaigns. Consider using dayparting to coincide with your offline TV campaigns. Include campaign messages within Ad headline and body copy. Include specific details on promotions such as discounts, prices and closing dates. Advertise on phrases specific to the campaign, for example, if the campaign is ‘Quote Me Happy’ or ‘Sleep Tomorrow’. Include reference to campaign in creative for brand searches.

43. 4 Keyphrase research Getting inside the mind of your customer

44. Understanding online search behaviours ‘Explorer’ Browsing ‘Hunter’Researching ‘Tracker’Completing Define requirements Select supplier(enquire) ‘What’s out there’ Destination purchase(buy) Assess supplier capabilities ‘Inspireme’ Undirected, exploratory Directed goal-oriented www.davechaffey.com/SEO-Best-Practice/Using-the-AOL-data-leak-for-SEO www.youtube.com/watch?v=hb0ef6NhY74

45. http://analyticsvisualizations.appspot.com/juicekit/AnalyticsVisualization.html

46. Q. Are we taking advantage of the reliable insight tools?

47. Use the Google Keyword tool & traffic estimator This gives the cost and volume of clicks on top position ad. Multiply by 20 to give approximate number of searches. Free search toolswww.davechaffey.com/seo-keyword-tools

48. How good is your keyphrase-level gap analysis reporting? Should show: Potential performance from keyphrase estimators Your actual performance (position, clicks, conversion, sales, value): Paid – absolute and relative Natural – absolute and relative

49. Identifying common qualifiers – how long is tail? <Product name> or <category name> or <brand> What is your strategy for targeting: Generic: <category name> + synonyms Qualifiers: compare + <product name> review + <product name> cheap + <product name> Brand + <category name>This is called “Navigational search” <category name> + UK Tip: Use difference between broad or phrase match and exact match in Traffic Estimator to estimate how long the tail is.

50. Analyse keyword type mix & contribution Source: Google UK

51. Q. Which terms are really driving success? Tip: Use a weighted attribution model

52. Q. How important are brand searches? 362 362 Brand Conversions Single Brand Click 447 Multiple Brand Click 389 447 Brand Click 58 User 58 1017 Generic Click 1017 959 Multiple Generic Click Generic conversion Single Generic Click 805 805 Source: Agency.com presented at AdTech London

53. New Google Ad Extensions > Ad Site Links Navigational / Brand search ad examples Navigational / Brand search ad examples Examples: Pure brand, Brand plus, Misspellings, URLs

54. Q. Are we subject to brand hijacking?

55. Technique: Using affiliates to protect your brand on broad matches

56. Trademarks - Competitor brands NOT allowed in Ad Text (but depends whether Google has trademark on their checklist)

57. 5 Campaign structure

58. Good campaign structure leads to good quality score

59. How is an Ad Group Structured? Q. What are my controls? Daily budget Where, when ads displayed Google Network Triggering keywords Keyword match type Max CPC bids Copy https://adwords.google.com/support/bin/answer.py?answer=6106

60. Example

61. Google Ad Group campaign management

62. 6 Targeting Structure, match types, vertical search

63. How do you target message and offers through keywords? Generic Specific Brand

65. Occur at the early part of the buying cycle

66. Develop brand awareness

68. Later in consideration

70. COST LESS & CONVERT MORE.

71. Should we use them?Brand terms

72. Match type targeting

73. Tip: Check for negative keywords to use Source: Google UK

74. Dayparting Target best performing times Keep budget for later in day or month Decrease in evenings / weekends Source: Atlas Onepoint

75. 7 Bidding and bid management

76. Determining optimal position Tip: Use Google Analytics Position Reporting to test effectiveness of different positions. Source: Google UK

77. Budgeting and bidding Am I missing out due to insufficient budgets? “Impression Share (IS): The percentage of times your ads were shown out of the total available impressions in the market you were targeting. This metric is available at the campaign and account level for search. Lost IS (Rank): The percentage of impressions lost due to low Ad Rank (cost-per-click bid x Quality Score). Lost IS (Budget): The percentage of impressions lost due to daily budget constraints.” Things to remember: Highest positions not always best, e.g. Target position 4-8. Higher positions cost more (of course) and conversion quality tends to be lower Working hard on quality score will reduce fees Using match types gives you more control Am I missing out due to insufficient budgets? Things to remember:

78. Bid management tools = Central place to manage keywords across engines Examples: Searchware, Atlas One point, Makemetop, Efficient Frontier, Omniture, etc. Google conversion optimiser

79. 8 Creative and copywriting Including landing page tips http://www.youtube.com/watch?v=lXaDKSC_qKw http://googleblog.blogspot.com/2009/11/new-search-ad-formats.html

80. Delivering relevance Source: Google UK

81. Ad creative – techniques for achieving standout 1. Deliver relevance - include search term keywords in headline and body. 2. Be specific. 3. Include specific benefits e.g. Free delivery, costs. 4. Differentiate – what is unique? 5. Numbers are scannable. 6. Use CAPS (sensibly). 7. Space can be good. 8. Use characters (sensibly): !, ?, :, & 9. Be quirky! 10. Use distinctive words. See: www.google.com/adpreview

82. Ad creative techniques - Headlines Site doesn’t haveseparate Ad Group for different terms Ad Headlines: Include main search terms (+ benefit?) Use capitals for each main word in your headline? Include brand name? Restrict low-intent clickers? Use dynamic headlines? E.g. {Keyword:Bottled Gas} Delivery

83. Other ad creative technique tips Descriptions: Include the most common keywords in the ad group which triggers ad Emphasise your proposition inc key benefits Other key benefits Use synonyms – good for quality score Try to squeeze in a call-to-action Display URLs: Use directories Capitalise Show benefits

84. Automated insertion of price info using Google AdWords API Use of APIto insert latest prices 68

85. B2C and B2B Landing page examplesGoals = Engagement, Direct response, branding http://www.norgrencatalogue.com/uk/

86. Not landing pages but conversion pathways! Segmented landing pages Practical Tip – Scent Trails and Conversion Pathways Consider options for providing alternative “conversion pathways” for different audiences Source: http://tinyurl.com/two-step-landing-pages and http://tinyurl.com/landing-page-myths |70

88. Pay Per Click Marketing: Best Practice Book At the end of March ClickThrough will be publishing our second Marketers Checklist book. This will explore current best practice in PPC, and address the most recent changes to the AdWords interface. If you are interested in receiving a copy of this book then please speak to me afterwards.

89. Any Questions?