Paid Search Lunch and Learn
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Anvil's Pascal Inderabudhi presented at the quarterly lunch & learn seminar on paid media. From exactly what paid media is to an overview on how to use it, he covered all the bases in order to get anyone off and running with this own campaign.
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Paid Search Lunch and Learn
- 1. Introduction to Paid Search November 2014 Anvil Media Lunch and Learn Pascal Inderabudhi Paid Search Specialist pascal@anvilmedia.com
- 2. • Integrated marketing agency founded in 2000 • Specializes in SEO, SEM, Social Media, & Analytics • Account Team Google AdWords & Google Analytics Certified • Focus on education via monthly Seminar Series About Anvil
- 3. Bio • Pascal Inderabudhi • Paid Search Specialist at Anvil • 3+ years SEM experience • Industry experience across hospitality, retail, B2B, transportation, financial services, healthcare
- 5. - Paid search is the process of achieving marketing goals by purchasing ads on search engines or partner sites - With paid search you pay either each time your ad is clicked (pay-per-click) or, less commonly, each time your ad is displayed (cost-per-impression - CPM) What is paid search? Examples of pay-per- click paid search ads on Google
- 6. Who does paid search?
- 7. Digital advertising growth • According to eMarketer, digital ad spending world wide will reach $140B in 2014 • As a percentage of total media spend, digital paid media will make up over 25% of all advertising world wide • Global trends show increasing importance on digital paid media and potential for growth
- 8. - Paid search ads can be placed on search engine results pages (SERPs), where users view the results of their search queries - SERPs can range from the major search engines to review websites to social media platforms and more Where can ads be placed?
- 9. Why use paid search
- 10. Why use paid search? • Low barrier to entry • Immediate & consistent traffic • Highly targeted • Control costs • Measure results
- 11. Low barrier to entry • Effective advertising on a limited budget • Build and launch a campaign within hours • User-friendly training, support, and toolkit
- 12. Immediate & consistent traffic • Gain first page exposure for target keywords upon launch • Control traffic lulls and spikes with consistency based on how much you want to spend
- 13. Highly targeted • Audiences are actively and specifically seeking out advertisers’ products • Advertisers are able to target searchers who have the intent to act on certain keywords with highly relevant ads
- 14. Control costs • With PPC, you only pay for results • You have the ability to set guidelines on spend to you comfort level and to reach your specific marketing goals
- 15. Measure results • Paid search is track-able, testable, and transparent • You can measure clicks, conversions, click through rates, and a whole host of key metrics • Test elements in your account and build off learnings
- 16. How does it work?
- 17. Paid search process 1. Advertiser targets and bids on specific keywords 2. Users enter a search query that matches the advertiser’s keyword targeting 3. Advertisers paid search ad is shown 4. User clicks on ad, visits advertiser's website, and advertiser is charged for that click Advertiser targets the keyword [pizza t-shirt] and bids $1.00 for it 1 2 3 4
- 18. Key components of paid search Keywords Ad Copy Targeting User Search Landing Page Conversion Goal (Traffic) Goal (Revenue/Leads)
- 19. Account Structure Ad Group 1 Ad Group 2 Ad Group 3 Ad Group 4 Keyword 1 Keyword 2 Keyword 3 Ad Copy 1 Ad Copy 2 Keyword 1 Keyword 2 Keyword 3 Keyword 1 Keyword 2 Keyword 3 Keyword 1 Keyword 2 Keyword 3 Campaign 2Campaign 1 Account Ad Copy 1 Ad Copy 2 Ad Copy 1 Ad Copy 2 Ad Copy 1 Ad Copy 2
- 20. AdWords Interface - Campaign Account Campaign
- 21. AdWords Interface – Ad Group Ad Group Campaign
- 22. AdWords Interface – Ad Group Ad Group Keyword Ad Copy
- 23. AdWords Interface – Ad Copy Ad Group Ad Copy
- 24. Account Structure Example Pepperoni Sausage Mushroom Peppers Pepperoni pizza Pepperoni and cheese Extra pepperoni pizza Pepperoni Pizzas Pepperoni for days. Buy today, baby! Sausage pizza Breakfast sausage pizza Meat lovers sausage pizza Mushroom pizza Mushroom lovers pizza Half mushroom pizza Jalapeno peppers pizza Pizza with banana peppers Green pepper pizza Veg PizzaMeat Pizza Pizza Co. Sausage Pizzas All kinds of sausage. Order your pizza! Mushroom Pizzas If that’s your thing, get your mushrooms! Peppers Pizzas Our pepper pizzas will destroy you!
- 26. How to start a PPC campaign 1. Identify & track goals 2. Research target audience & keywords 3. Organize account 4. Create ad copy 5. Finalize targeting 6. Launch
- 27. Identify & establish goals • To measure your paid search campaign’s value, identify what you want to achieve: • More traffic • Cheaper traffic • More revenue • Higher returns • More leads • Cheaper leads
- 28. Track goals • Your goals will dictate how you manage the account • Once goals are in place: • Benchmark performance on a scheduled basis • Manage account to achieve performance closer to goals
- 29. Key performance indicators • Use key performance indicators to determine how well you are achieving your goals • Driving traffic: • Total clicks/impressions • Traffic Efficiency: • Increasing CTR • Reducing CPC • Driving Leads/Revenue • Total Conversions • Lead/Revenue Efficiency • Lowering CPA • Increasing ROI
- 30. “pizza t-shirt” “a shirt with a pizza on it LOL” “do pizza shirts exist?” “funny pizza shirts” Target Audience Research
- 31. Keyword Research Keyword Research tactics: • AdWords’ Keyword Planner Tool • Google Search Suggest • Competitor Websites • Google Trends • Google Analytics • Internal Sales Data
- 34. Read Your Competitor’s Websites
- 35. Google Trends
- 36. Organize the account Pepperoni Sausage Mushroom Peppers Pepperoni pizza Pepperoni and cheese Extra pepperoni pizza Pepperoni Pizzas Pepperoni for days. Buy today, baby! Sausage pizza Breakfast sausage pizza Meat lovers sausage pizza Mushroom pizza Mushroom lovers pizza Half mushroom pizza Jalapeno peppers pizza Pizza with banana peppers Green pepper pizza Veg PizzaMeat Pizza Pizza Co. Sausage Pizzas All kinds of sausage. Order your pizza! Mushroom Pizzas If that’s your thing, get your mushrooms! Peppers Pizzas Our pepper pizzas will destroy you!
- 37. Organize the account • With the new long list of keywords, the next step is to organize them in specific, tight ad groups • Some ways to segment: • Product/Service • Intent (research v purchase KWs) • Region/geography • Brand/non-brand • Keyword match-type
- 39. Google Ad Diagram Headline - 25 characters Description Line 1 - 35 characters Display URL Call-out extension Seller ratings Social extension Sitelinks extension Description Line 2 - 35 characters
- 40. Anatomy of a good ad • Main KWs in headline • Descriptive KWs in descriptions • Price listed clearly • Availability info clear • Ad extensions utilized fully • Call-out extensions showcase key features and promos • Seller ratings provide social proof • Social extension provides further authority • Sitelink extensions improve user experience and encourage deeper engagement
- 41. Additional targeting - Devices
- 42. Geo-Graphic Targeting Regional Targeting Radius Targeting
- 43. Network Targeting Google Search • Searched Keywords • Text Ads • Google.com Search Network • Searched Keywords • Text Ads • Partner Sites (+ Google.com) Display Network • No Searches • Contextual – Articles, etc. • Text Ads • Banner Ads • Video Ads • Network Sites (not Google.com)
- 44. Time of Day Targeting
- 45. Launch • With goals established; account, campaign, ad groups, and keywords organized; and ad copy locked down all that is left is to implement and launch • Advertisers can use either Google AdWords’ platform within their browser or download the AdWords Editor for advanced management
- 47. Manage budgets • Set and monitor daily budgets at the campaign level • Track spend across campaigns throughout the month to allocate spend to higher performing campaigns • Make sure not to exceed monthly budgets
- 48. Manage cost • Keyword bids can be set at the ad group level – KWs with no bid set will take the ad group bid by default – or at the keyword level • Monitor KW CPC on a routine basis to ensure that keywords are meeting performance goals • For a low-touch, but less controlled solution, consider automated bidding (not recommended due to lack of control)
- 49. Manage efficiency • Monitor campaign performance on a routine basis to ensure that the account is getting the most out of its budget • Identify which KWs are driving the best performance at the most efficient rate • For the goal of driving traffic, this would be KWs that have high CTR and low CPC • For the goal of driving leads, this would be low Cost per Conversion • Assess the key performance indicators relevant to achieving the campaign’s goals, and pull the levers (pausing keywords, adjusting bids, improving quality score) to bring the account closer to goals
- 50. Qualify keyword traffic • Broad and phrase match-type keywords can bring in search queries unrelated to your targeting, which can drive up costs • Ex: “pizza t-shirt” can bring up the search query “how to clean pizza from my t-shirt” • Analyze the account’s search query report, found in the Keyword tab, to see what exactly users are searching for, and exclude irrelevant searches
- 51. Measure Conversions • Make sure your conversions are set up properly so that you can accurately track goals • Implement the conversion tracking pixel across your site • Define what a conversions mean for your campaign: • Form fill • Whitepaper download • Sales • Visiting a specific page
- 52. Testing • Test, test, TEST! • Continue to test and refine your account to optimize it to the fullest • Test: • Ad copy headlines and descriptions • Landing pages • Keyword combinations • Day and time adjustments • Everything
- 54. Thank you!