mima summit ppc workshop- lisa raehsler

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Workshop: Improve Your Paid Search Program’s Performance to Increase the Bottom-line! Lisa Raehsler SEM Strategy Consultant September 27, 2010

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Improve your paid search programs performance to increase the bottom-line! Pay-per-click (PPC) has become inte­gral to a suc­cess­ful online mar­ket­ing strat­egy, but you can’t “set it and forget it.” Lisa will share tips to opti­mize paid search ads on Google, Facebook, and Bing/Yahoo, and show you how to take advan­tage of the options to max­i­mize your campaign’s impact. Designed for those with PPC cam­paigns who want more advanced strate­gies. We will dis­cuss atten­dees’ real-life chal­lenges and poten­tial solu­tions. Attendees will learn how to track results and stream­line attri­bu­tion to mea­sure results cor­rectly, which adwords fea­tures make a big dif­fer­ence in CTR or etc, secrets for key­word opti­miza­tion straight from Mountain View, how to opti­mize cam­paigns by var­i­ous met­rics, cre­ative tac­tics for ads that increase responses, and budget and bid­ding tricks and tips to get the best ROAS.

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Page 1: MIMA Summit PPC Workshop- Lisa Raehsler

Workshop:Improve Your Paid SearchProgram’s Performance toIncrease the Bottom-line!

Lisa RaehslerSEM Strategy Consultant

September 27, 2010

Page 2: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

About ME• PPC Marketing for Google, Yahoo/Bing, Social

Media, Content Networks• Focus on‣ Ecommerce‣ Integration with traditional advertising‣Retargeting, behavioral targeting

• Managed over 30 different PPC accounts at agenciesand client side

• Speaking at search conferences: SMX, SES• Certified Google Advertising Professional• MIMA volunteer for 3 years, programming chair• Online marketing and websites since 1997

Page 3: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

About YOU•Assumptions I’ve made about you‣You have a PPC account‣You are at least beginner level‣You want better performance‣Your boss wants you come back with some

awesome tips‣You may need some help recalling the basics or

technical details• I’ve provided “cheat sheets”

Page 4: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Agenda• Advertising goals• Account Structure• Keywords• Budgets & Bids• Ads• Targeting• What’s The Deal With Yahoo/Bing Anyway?• Facebook PPC• Tracking It All• What Does It All Mean?• Thanks and contact• Appendix: Cheat Sheets

Page 5: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Advertising Goals•Know what conversion(s) you are measuring‣Purchase/Sale (tied to revenue)‣Lead (receives a follow up)‣Sign-up (for email subscriptions or newsletters)‣Page View (users looked at a page on your site)

Questions?

Page 6: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Account Structure• Start with Structure

• Ensures the correctad is served

• Helps with QS/costs

• Should focus ontight themes

• Mirror the websitestructure

Page 7: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Account Structure

AwesomeComputerCompany

Products-Laptops

Brand-Acme

12”laptop

•Brand•Product categories•Promotions•Geo-targetingThis is where you set your budget!

Ultraportables

•Product lines/ sub cats•skus•Any smaller segmentsThis is where you link your ads & keywords!

Awesomecomputer

Awesome17”laptop

Campaigns

Adgroups

Page 8: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Look To The Funnel•Searches are always

more general whenjust starting out

•Searches get moredefined, moving closerto the sale

•You need to know thisfor writing ads too!

Questions?

Page 9: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Keywords Best Practices•Keywords are used to trigger your ads•Use 2 or 3 word keywords•Match types and negatives•Related searches•Review query reports and logs•Remove duplicate keywords from account• Include all products from site

Page 10: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Keywords Match Type• Keyword match options determine which searches can

trigger your ads to appear• Negative match: -cheap

‣ Ensures your ad doesn't show for any search that includes that term

• Broad match: laptop computers‣ Allows your ad to show on similar phrases and relevant variations

• Broad match modifier: laptop +computers‣ keyword must appear in the user's search exactly or as a close variant, such as

misspellings, singular/plural forms, abbreviations and acronyms, andstemmings (like "floor" and "flooring").

• Phrase match: "laptop computers” financing‣ Allows your ad to show for searches that include the exact phrase and possibly

includes other words as well

• Exact match: [laptop computers]‣ Allows your ad to show for searches that match the exact phrase exclusively

Page 11: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Look To The FunnelNew computersLaptop computerPlasma tvShoe stores

ReviewsRatingsCompareComparingcomparison

Buy / Purchase/ OrderBrandsDeliverySaleModel #’sGeographic modifiers

Page 12: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Keywords Common Problems• Keywords too general‣ Typically you’ll see low conversions‣Clicks to the site have high bounce rate

• Remove anything too general with lots ofimpressions and low CTR <1%

• Match types and negatives• Focus keywords at middle and bottom of funnel

Page 13: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Keywords Common Problems• Need more traffic

• Expand keyword strategy- other products, services,business units not currently included?

• Ad position, below 3?

• Bids ok for first page?

• Match types- broaden

• Keyword generation- expand‣Relevant keyword variations

• Capitalize on seasonal opps

• Tools (in appendix)

Page 14: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Keywords Common Problems• Need more traffic

• Ad position, below 3?

• Bids ok for first page?

Page 15: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Keywords Common Problems• Need more traffic

• Match types- broaden

• Keyword generation- expand‣ Relevant keyword variations

Use Google’sKeyword Tool togenerate ideas

Tools >Keyword Tool

Phrase match: “Halloween costumes”to

Broad match: Halloween costumes

Page 16: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Keywords• Need more traffic

• Capitalize onSeasonal Opps

Page 17: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Keywords Common Problems•Low Quality Score‣Measures how

relevant yourkeyword is

•Common problem-can be difficult toresolve

•Sort or filter by lowQS, no conversions

•Keywords in ads•Landing page =

keywords•Work on CTR! Questions?

Page 18: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Budgets & Bids BestPractices•Budgets and bids control costs and directly

relate to profit•Budgets = campaign•Bids = keywords

Total Account PPC Budget/ 30 Days in Month = Daily Budget

Daily Budget / # campaigns

• Allocate Equal $ to Start

• Reallocate for Performance and Click Traffic

Page 19: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Budgets & Bids CommonProblems•Bids too high•What does your QS

look like?‣ If good, this may be

industry‣ If Bad, follow tips to

improve QS

• Is it seasonal?‣Check logs

MOST EXPENSIVE KEYWORDS GOOGLE

Google Keyword - Max CPC ($):

1. mesothelimoa $99.44

2. buy structured settlements $79.01

3. asbestos law suits $78.10

4. conference calling companies $75.29

5. annuity loans $72.82

6. pop up display booths $72.53

7. purchasing structured settlement $68.79

8. student loan debt consolidation $68.54

Page 20: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Budgets & Bids CommonProblems•Running out of budget/ not enough budget•Ads should set to show evenly throughout the

day•Allocate budget to performance- most profitable•Reallocate from other campaigns•Reallocate based on day•Segment highest clicks

Page 21: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Budgets & Bids CommonProblems•Overall ROAS•What does your QS look like?‣Optimize to reduce CPC

•Allocate budget to performance- most profitable‣Check logs

•Get rid of anything that doesn’t fit goal cost perconversion‣Consider lowering bids

•Remember: assisting conversion!‣How many times Keyword A was clicked prior to

converting on Keyword B

Questions?

Page 22: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Ads Best Practices• Ad texts should be written in a

compelling way‣Messaging consistent with offline

• Keywords in ads to make them morerelevant (bold)

• Unique benefits and/or offer‣ Free delivery

• Call-to-action‣ Buy now‣ Sign up today

• DKI (dynamic keyword insertion)• Custom URL• Read the editorial guidelines!

Page 23: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Ads Common Problems•Ads not showing•Don’t panic!•Check for an alert- make sure they are approved•Not an ad problem‣Budget‣ Individual Bids

•Use the Google Ads Diagnostic tool:‣Tools > Ads Diagnostic Tool

Page 24: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Ads Common Problems•Low CTR• Important to raise QS•Ad position, below 3?•Check to make sure there is a very close

connection between your keywords and ads•Check best practices for creative•Emphasis on DKI, Offer, CTA•Site Links!

Page 25: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Ad Extentions

•Site Links!•Ad extensions expand a standard text ad with

one or more lines that provide additional pagelinks

• Includes up to four additional page links onqualifying text ads

•Need high QS•Tend to show for brand terms

Questions?

Page 26: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Targeting Best Practices•Location: countries, states, etc•Languages•Ad scheduling: day, hours•Devices: computers, mobile devices•Use analytics to find out where people are

coming from

Questions?

Page 27: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

What’s The Deal With Yahoo/Bing Anyway?• Yahoo/Bing “Search Alliance”‣ Yahoo! and Microsoft core search= 4.4 billion

monthly US searches combined‣ One place to manage campaigns - adCenter (Bing)‣ One account team - Yahoo!’s‣ Microsoft will control the algorithmic technologies

for organic and paid search results‣ Both companies will continue with their respective

consumer search experiences‣ Yahoo! ad serving moves to adCenter- begin in mid-

Oct, completed by the end of Oct

Page 28: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

What’s The Deal With Yahoo/Bing Anyway?•What to watch‣Adjust strategies to new Microsoft features:‣http://bit.ly/feature-compare

•Recommendations‣Expand keyword list with adCenter tools‣Yahoo! = 2 match types: standard and advanced‣adCenter = 3 match types: exact, phrase and broad‣Closely monitor bids- increased competition for

keywords will drive up costs‣Redistribute budgets: 70/30, 60/40

Questions?

Page 29: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Facebook PPC Best Practices•Excellent for increasing “fans”•Use precise targeting for relevancy‣Geo-targeting‣Demographics‣Likes and interests

•Use top keywords from PPC by topicsor themes‣Also use related themes

There’s more!

Page 30: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Facebook PPC Best Practices

•Change the creative frequently•Frequent testing- test images first•Ad creative‣Messaging should be compelling‣Unique benefits and/or offer‣Call-to-action

• ask for a “like” or “buy online now”

‣Use an image- people or attentiongrabbing‣Use brand name if branding is the goal‣Try a phone number in the ad!

Page 31: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Facebook PPC CommonProblems•Performance decline•Ad history plays a factor in delivery• If an ad doesn't perform well FB will display the

ad less often•Edit the ad creative•Adjust your targeting-‣need more or less?‣segments

•Raise your bid to be more competitive

Questions?

Page 32: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Tracking It All•Google Adwords tracking and Google analytics

tracking‣You can use either one of these products alone, or

use both at the same time -they don’t interfere witheach other’s tracking.

• Adwords Conversion tracking‣ Code snippet‣ Multi-conversion actions‣ 30 day cookie

• Google Analytics‣ Set-up “goal” actions

Page 33: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Tracking It All• Facebook‣ View through or click conversions‣Can use dynamic tags to track ‘value’ and ‘SKU’ variables

• Miscellaneous media‣ Tracking code append- can measure any online media with

Google’s URL builder‣ http://bit.ly/code-builder

Questions?

http://yoursite.com/landingpage?utm_source=adnetwork&utm_medium=bannerad&utm_campaign=sale

Page 34: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

What Does It All Mean?•Taking it to the next level•Manage PPC daily•Small optimizations can make a big difference-

test!•Experiment with new features•Analyze results across systems and take action

Questions?

Page 35: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Thank You!Contact:

Lisa RaehslerSEM Strategy Consultant

Certified Google Advertising Professional

[email protected]@lisarocksSEM

blog: onlinemarketingmavens.com

Page 36: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Appendix: Cheat Sheets

Page 37: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

The Search Results Page Paid Search

Results (PPC)

Organic Search Results

Page 38: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Glossary of TermsSPONSORED SEARCH: Pay-per-click distribution tactic that displays your ads in the sponsored search results at the top, along the side, and across the

bottom of search results pages for searches that relate to your keywords.

DISPLAY NETWORK OR CONTENT PLACEMENT TARGETING: Pay-per-click or CPM distribution tactic that displays your ads alongside relevant articlessuch as product reviews, news articles, etc. on the Yahoo and Google distribution network.

AD TEXT: The marketing message displayed to prospective customers. An ad contains a title, description, and URL.

LANDING PAGE: The page on a web site where one is taken after clicking on a advertisement. While this can be any page, it is often a page designed toexpand on the service or product mentioned in the initial advertisement.

CAMPAIGN: A campaign contains one or more ad groups sharing the same budget, schedule and geo-targeting criteria. A campaign is created to support aparticular marketing goal.

KEYWORD: A word or phrase that relates to the products or services you wish to advertise. When prospective customers are looking for informationrelated to what you sell, and they type your keywords into a search box, your ads may be displayed.

DYNAMIC KEYWORD INSERTION: An advanced ad text feature that can help make your ad more relevant to a diverse audience. This feature inserts auser's search query into a part of your ad text you choose (even the display URLs). When a user sees an ad with the same term they searched for,they'll be more likely to click the ad.

CONVERSIONS: The completion of an action that you value, such as a purchase, registration, or sign-up.

IMPRESSIONS: The number of times an ad is displayed in search results or on sites.

CLICK-THROUGH RATE (CTR): The number of clicks received divided by the number of impressions generated. Example: An ad that is displayed 100 timesand receives 10 clicks has a click-through rate of 10%.

AVE CPC: Average cost per click. The average price you paid each time your ad was clicked.

QUALITY SCORE: Measure of how relevant your ad, keyword, or webpage is. Ensures the most relevant ads appear to users. Helps lower advertisers’ CPC.

ASSIST CLICK: An ad click that contributed to a conversion but wasn’t directly responsible for the sale.

ASSIST IMPRESSION: The display of an ad that indirectly contributed to a conversion without being clicked.

Page 39: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Keywords Tools• Google’s Keywood Tool

• Google Insights for Search

‣ http://www.google.com/insights

• Google Search Suggest

‣ Terms appear when you type in the drop-down box on Google.com

• Related Searches‣ Bottom of search results page in Google

Page 40: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 2010

Ad Text Optimization Example

Source: Google

Page 41: MIMA Summit PPC Workshop- Lisa Raehsler

Presented by: Lisa Raehsler September 27, 201041

A Closer Look at the AdAuction

Ad Position is determined by...

Ad rank… whichdenotes adposition

=

Want to learn more, check out this video by Hal Varian, Google’s chief economist:http://adwords.blogspot.com/2009/03/introduction-to-ad-auction.html

Relevance

Quality Score isdetermined by acombination offactors, including:-Click-through-rate on -Google.com (clicksdivided by impressions)-Keyword and ad textrelevance-Landing page quality

Quality Score X

Willingnessto pay

Max CPC isthe highest $amount anadvertiser iswilling to payfor one clickon their ad

Max CPC