How To Spend Less and Sell More With Paid Search #EdgeBristol
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Most Google Adwords campaigns are broken, this slidedeck explains how to fix them. By looking at five Paid Search myths you'll learn how to better develop a PPC strategy on Google AdWords and stop wasting budget. For more information visit http://www.koozai.com/paid-search/
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How To Spend Less and Sell More With Paid Search #EdgeBristol
- 1. HOW TO SPEND LESS AND SELL MORE WITH PAID SEARCH ON THE EDGE BRISTOL 2012 Presenter: Mike Essex
- 2. MYTH # 1 YOU DON’T NEED PAID SEARCH IF YOU HAVE ORGANIC SEO
- 3. AVOID THESE GUYS Panda Penguin
- 6. SPOT THE ORGANIC RESULT Found it!
- 7. PAID SEARCH NEEDS In most cases 90% of clicks to a site wouldn’t have been replaced if PPC was off
- 8. YOUR BRAND IS VULNERABLE
- 9. YOUR BRAND IS VULNERABLE That’s Not M&S!
- 10. MYTH # 2 THE DEFAULT SETTINGS ARE IDEAL FOR NEW ACCOUNTS
- 12. ENABLE ERROR MESSAGES Go To My Account > Notifications
- 13. DON’T TRUST BROAD MATCH Red Tennis Shoes Red Tennis Shoes Free Tennis Shoes Tennis Shoes Tennis Shoes For Men Running Shoes Free Tennis Shoes For Tennis Shoes Running Sneakers Exact Match Phrase Match Broad Match
- 14. USE NEGATIVE KEYWORDS Red, Tennis Shoes, Free, Shoes for Running, Tennis, Sneakers, Men’s Tennis Shoes, Sneaker, Positive Negative Keywords Keywords
- 15. ROTATE ADVERTS EVENLY
- 16. ROTATE ADVERTS EVENLY Go To Settings > Ad Rotation
- 17. TARGET LOCATIONS WITH SPECIFIC ADS
- 18. MYTH # 3 COMPANIES AT THE TOP PAY MORE THAN THOSE AT THE BOTTOM
- 19. CLICK RATE CASE STUDY Average Position 1.8 P (£1.49 CPC) O S I Average Position 2.3 T I (£2.48 CPC) O N Average Position 3.7 (£2.59 CPC) CPC Source: http://bit.ly/RfPPG6
- 20. QUALITY SCORE Click Landing Account Through Page History Rate Keyword Ad Relevancy Relevancy Relevancy Factors
- 22. ACCOUNT HISTORY
- 24. ADVERT RELEVANCY
- 26. MYTH # 4 PAID SEARCH AND SEO ARE NOT CONNECTED
- 27. “Search engine optimization affects only organic search results, not paid or "sponsored" results such as Google AdWords.” ~ Google Search Engine Optimisation Starter Guide http://www.howto.gov/sites/default/files/search-engine-optimization-starter-guide.pdf
- 28. “Search engine optimization affects only organic search results, not paid or "sponsored" results such as Google AdWords.” ~ Google Search Engine Optimisation Starter Guide http://www.howto.gov/sites/default/files/search-engine-optimization-starter-guide.pdf
- 29. QUALITY SCORE Click Landing Historical Through Page Performance Rate Keyword Ad Relevancy Relevancy Relevancy Factors
- 30. SEO TO PPC BASICS
- 31. CRO TO PPC BASICS
- 32. CHOCOLATE, MALTESE EESECAKE, SHORTBRE LOAF, SEOS KNOW ALT BS, HOW TO DO CREAM HOBNOBS, KEYWORD H, RESEARCH ICED BU WNIE SO LEARN TING UM YUM, FROM THEM
- 35. USE GOOGLE TOOLS
- 36. MINE YOUR DATA
- 37. MINE YOUR DATA
- 38. MAKE TWO LISTS Positive Negative Keywords Keywords
- 39. MAKE TWO LISTS Positive Negative Keywords Keywords Like Santa!
- 41. USE BULK IMPORTS
- 42. EXPAND CAMPAIGNS
- 44. MYTH # 5 THE DISPLAY NETWORK ISN’T AS EFFECTIVE
- 45. 20% OF ADWORDS TRAFFIC IS VIA GOOGLE DISPLAY NETWORK (Source: http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising)
- 46. “Pictures of properties sell properties - the Google Display Network allows us to put forth these incredible photos and that's why GDN has been so successful for us.” ~ Nathan Blecharczyk, CTO & Co-Founder , Airbnb http://www.google.com/adwords/watchthisspace/case-studies/airbnb/
- 47. WHY ADVERTISE LIKE THIS?
- 48. WHEN YOU COULD ADVERTISE LIKE THIS:
- 49. 2 million NIGHTS BOOKED (COMPARED TO 800,000) IN SAME PERIOD (Source: http://www.google.com/adwords/watchthisspace/case-studies/airbnb/)
- 50. MAKE IT PERSONAL
- 51. RETARGETED CUSTOMERS ARE MORE LIKELY TO COMPLETE A PURCHASE (Source: http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf)
- 52. MORE TIPS FREE Whitepaper Koozai.com
- 53. THANK YOU FOR LISTENING @Koozai_Mike mike.essex@koozai.com 0845 485 1262
- 54. CREDITS 3 - http://doghalloweencostumesshop.com/item_121/Penguin-Dog-Costume.htm 3 - http://www.buy.com/th/alphakey-products-costume.html 4 - http://www.wordstream.com/articles/google-ads 5 - http://www.thinkwithgoogle.com/insights/featured/search-ads-pause/ 20 - http://www.stormmarketing.com/blog/wp-content/uploads/2010/12/Google-Quality-Score-Diagram.jpg 27 - http://www.howto.gov/sites/default/files/search-engine-optimization-starter-guide.pdf 45 - http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising 46 - http://www.google.com/adwords/watchthisspace/case-studies/airbnb/ 51 - http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf
Editor's Notes
- http://doghalloweencostumesshop.com/item_121/Penguin-Dog-Costume.htmhttp://www.buy.com/th/alphakey-products-costume.html
- Source: http://www.wordstream.com/articles/google-ads
- Over 89% of traffic generated by search ads is not replaced by organic search results when ads are paused.Results are similar across verticals, among the broadest sample of consumers, and regardless of industry.9 out of 10 visits to advertiser sites would never happen in the absence of related search ad campaigns.Source: http://www.thinkwithgoogle.com/insights/featured/search-ads-pause/
- Found by Pail Gailey
- Can have 10,000 negatives , should have thousands
- At least 2 new ads every 90 days per ad group
- Inspired by http://www.stormmarketing.com/blog/wp-content/uploads/2010/12/Google-Quality-Score-Diagram.jpg
- CTR is the biggest part of the Quality Score
- 10,000 impressions are needed for a keyword to give it a Quality Score, otherwise it uses the industry average