paid search strategy
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Paid Search StrategyPresented by Buck Dossey
3/26/2011
04/08/20232Yahoo! Presentation, Confidential
Name: Buck Dossey
Home town: Houston, Texas
Spent 3 years at Resolution Media developing paid search strategy
6 years in online media (IAC, Match.com, Yahoo!)
Total Computer Nerd: I love writing code and developing websites in my spare time. › I also love Pivot Tables.
Burnt Orange Blood
30 Second Intro
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Audience Challenge #1:
What is the earliest story you can remember in your life?
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My Favorite line I remember: "'When I was working in my laboratory,' Dr. Pasteur said, `I enjoyed the times when I believed in myself. In those days, I didn't always succeed. But even if I didn't, it always felt good to believe that I could.'"
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Remembered Without Any Help at All…
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The Point: Being a Great Storyteller Matters in Human Evolution, as well as Your Career’s Evolution
Audience Challenge #2:What’s the Best Way to Start a Fight at an Ad Agency?
Ask what the difference is between Strategy and
Tactics.
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Strategy = Why
Tactics = How
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Success in Paid Search means your client has already approved your strategy.
The key challenge is to communicate your strategy in a way that resonates with the client and will likely* deliver on client goals.
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If you want to have a good strategy, you first have to figure out what your story is.
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High Seasonality – 90% in 6 Weeks
Client undergoing a dramatic merger and looked to the agency to cut costs and provide marketing strategy
Challenge: Develop a Paid Search strategy that will not only capture the huge December volume, but will also eliminate overlap between two distinct brands
Client Challenge: Sirius XM
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Independent ResearchWhite board Findings “Idea Pen”› Good ideas stand the test of scrutiny
Develop a Visual Hook that Represents the Best of Group Ideas
Strategy Development Process
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The Resulting Strategy
Sirius XMCategory Terms
Brand Terms
“Satellite Radio”
“Sirius” “XM Radio”
“Satellite Radio”
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The Resulting Strategy
Combined Funnel
Rationale•Overlap Category Terms = Cost Savings•Brand Terms Preserved
Category Terms
Brand Terms
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Tactical Plan
•Category Terms• Forcefully drive down market CPCs by lowering bids in both accounts
•Brand Terms• Dominate Search Results pages with multiple ads and multiple domains
•Housekeeping• Clean up accounts• Implement best practices across both accounts (creative, misspellings, etc)
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Research Tools – Market
comScore qSearch
Hitwise
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Research Tools – Yahoo! Clues.Yahoo.com
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Research Tools - Microsoft
Microsoft Advertiser Intelligence
Microsoft Ad Labs
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Research Tools - Google
Insights for Search / Trends Keyword Tool
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Competitive Tools
SpyFu.com Compete.com
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5 Tips for Writing Effective Creative1.) Leverage your brand name
2.) Push value propositions
3.) Leverage Psychological cues in Display URLs
4.) Relevance to Keyword – Be careful with broad match
5.) Test and Learn – use even rotation to test which ads have the highest CTR
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Effective Creative Writing
1.) Leverage brand name
2.) Push value proposition
3.) Leverage Psychological cues in Display URLs
4.) Relevance to Keyword – Be careful with broad match
5.) Test and Learn – use even rotation to test which ads have the highest CTR
Keyword: Free Checking Account
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Tools for Efficiency
Google Adwords EditorMicrosoft Advertising adCenter Desktop
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Third-Party Tools like Dart and Kenshoo offer significant advantages to automate bidding
Unrealistic goals will kill your campaign. Use with Caution
Bid Strategies
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Dramatically lowered category CPCs Met client goal Cost Per Radio efficiency
metricHappy Client during turbulent timesEstablished Client Trust during highly turbulent
holiday season
Results
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It’s not just keywords, creative, and landing pagesThe Full media planning cycle appliesWarm up to the devil’s advocatesTell a Great Story first, the tactics will follow
Search is Media, Too
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Focus on creating a great story firstTactical plan will flow easily once your story is
solidCopy the best creative writers, then do it betterUse the tools at your disposal – most are free
and will make life easier
Parting Thoughts
Q&A
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