1. Advanced Paid Search Tactics
By Benjamin Wong
Inspire Synergy Limited
Co-founder
14 Sep 2010 14:00 HKT
SES HK Session 2

2. Good Start is Half Done

6. Ad Planning Guide

7. Ad Group and Keywords
❖ Make sure ad groups are targeted and relevant to the keywords.
- better management of keywords
- Track the performance based on ad group

8. Ad Text Planning Guide
❖ Strong call to action
❖ Promotions •Time sensitivity
❖ “Official site” •Awards/recognition
❖ Pricing •Buying cycle
❖ Benefits •Branded terms
❖ Emotional connection •Dynamic keyword insertion
❖ Ask questions

9. Ads Text
❖ Every Ad Channel allows for multiple ads per ad group
- try to go “all in”
- try two ads per direction per ad group. i.e. 20 ads per group
❖ Then, after a few weeks, you will see which directions are
performing best and you can use that insight to build more ads
of that type.

10. Long Tail Keywords

11. Make use of Long Tails Keywords
❖ You have the top performers and 'Hero' campaigns.
❖ How about discover new opportunities? Query Mining

12. Through Keyword Report (Analytics)

13. Through Search Query Performance Report (Adwords)

14. A Profitable Long Tail
Broad + Negative
Broad to get opportunities,
Phase Negative to eliminate
Exact

15. Thanks You
❖ Speaker : Benjamin Wong, Inspire Synergy
❖ Email : tkwong@inspiresynergy.com
❖ twitter : twitter.com/tszkan
❖ msn : tszkanwong@hotmail.com
❖ facebook : tszkan.wong@gmail.com
❖ slide is available at blog.inspiresynergy.com