Download - Search 101
The Media Kitchen’s Search 101
be brave | be inventive | defy expectations
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What is Paid Search?Paid Search is a form of pay-per-click advertising that captures consumer intent
Consumers look for information with
search query
Advertisers respond with relevant
Paid Search Ads
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Search Ad Formats & Extensions
Other Ad Extensions:
• Location Extensions - Google
• Product Extensions - Google
Site Link Extensions - Google
Rich Ads In Search (RAIS) – Yahoo/Bing
Text Ad Format
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Quality Score can be improved by:oRestructuring campaign to
create tighter ad groups & more specific ads
oDeep link to a more specific/relevant landing page
Quality Score affects:o Ranko CPC Bid
Quality Score: Importance of Relevance
Google determines a quality score for each keyword, ad group, campaign and account
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Maximum amount that will be paid for a click on the ad (Set by advertiser)
Along with quality score, it determines the position of the ad on the search results.
Quality Score being equal- generally higher the Max. Bid, the higher the position
Max CPC Bid Actual cost incurred
when Ad is clicked on (determined by Search Engine)
Affected by Quality Score (Relevance of your Keywords/Ad)
Never greater than the Max. Bid.
Actual CPC
Auction Pricing System
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New Project Client informs us
We share KW’s/structure +
estimates
Client reviews, changes, sends
ad copy
We review/ approve
Ad copy is reviewed by legal
We traffic keywords and set
up campaign.
Search Project Management
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Account
Campaign
Ad Group
Keywords
Ad Group
Ads
Keywords
Ads
Campaign
Ad Group
Keywords
Ad Group
Ads
Keywords
Ads
Search Campaign Structure
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Vanguard
Mutual Funds Retirement 401K
Mutual Funds Compare 401K Contribution
“top mutual funds”
“mutual fund comparisons”
“compare mutual funds”
“401k limit”
“401k contribution”
“401k max contribution”
Search Campaign Structure: Example
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Broad Match Modified: singular/plural forms, misspellings, abbreviations, acronyms, stemmings (e.g. etf’s, eft, exchanged traded funds)
Broad Match: synonyms, related phrases/words (e.g. stocks, investment funds)
Exact Match: exact keyword/phrase exclusively [etf]
Phrase Match: exact keyword/phrase, but can include words before or after (e.g. vanguard etf, etf investing)
VOLUME
PRECISION
Keyword: etf
Keyword Match Types
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Navigational
Reach brand aware searchers seeking General / Product Information
i.e. vanguard, www.vanguard.com
Lower in the search funnel
Low volume
High return
Non-Navigational
Reach searchers looking for product information and those looking to self
diagnose
i.e. etfs, mutual funds, retirement ira
Higher in the search funnel
High volume
Low return
Non-Navigational Branded
Reach searchers looking for branded product information
i.e. vanguard etfs, vanguard funds, vanguard ira
Lowest in the search funnel
Low volume
High return
Keyword Categorization
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Keyword Offering
CTR
CPC
Rank
CPA
COS
ROAS
Bid/Budget Optimization
Match Type Optimization
Creative Optimization
Data Harvesting
Campaign/Ad Group/Keyword
Expansion
AccountLaunch
Performance Analysis
Comprehensive
Optimization
Account Expansion
TMK Search Optimization Strategy
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Want To Learn More?
Contact Us:
www.mediakitchen.tv@themediakitchen
646.336.9400