Pay-Per-Click AdvertisingBest Practices and Advanced Tactics

Agenda

1. Campaign Structure2. Keyword Optimization3. Bid Optimization4. Ad Optimization5. Quality Scores6. Google Analytics

7. Display Campaigns8. Remarketing Campaigns9. Modified Broad Match10. Ad Extensions11. Product Extensions12. Social Extensions

Campaign StructureTighten Up

Those Ad Groups!

Mimic Website Structure

Eye - Shadow Eye - Liner Eye - MascaraLip - Lipstick Lip - Gloss Lip - LinerFace - Powder Face - FoundationMineral - Powder Mineral - ShadowMulti – Lip/Eye Liner Multi – Lipstick/BlushSkin – Face Wash Skin – MoisturizerBrush – Blush Brush – ConcealerNails – Polish Nails – RemoverFragrance – Brand A Fragrance – Brand B

Will Look Organized Like This…Brush – BlushBrush – ConcealerEye – LinerEye – MascaraEye – ShadowFace – FoundationFace - PowderFragrance – Brand AFragrance – Brand BLip – GlossLip – LinerLip – LipstickMineral – BlushMineral – PowderMulti – Lip/Eye LinerMulti – Lipstick/BlushNails – PolishNails – RemoverSkin – Face WashSkin - Moisturizer

Brush Categories

Eye Categories

Face Categories

Fragrance Categories

Lip Categories

Mineral Categories

Multi Categories

Nail Categories

Skin Categories

Ad Group Keywords

Eye – Shadow - General

Eye – Shadow – Metallic

Eye – Shadow - Neutral

Best eye shadowMac creamy eye shadowsBest eye shadow for brown eyesGold eye shadowMetallic sparkle shadowSilver glitter eye shadowBeige shadow paletteBrown shadow for green eyesNude color eye shadow

Break it down even farther…

Keywords

At the frontline of your campaign, fighting for your brand.

See Search Terms to know what you really show ads for…

This is why

Negative keywords are your best friend

Include Branded Terms

Why?Because even kitty knows branded

keywords are an inexpensive way to get highly targeted traffic to your site.

= $$$

Bid Optimization

With Google’s automatic bidding system your ads are automatically shown to get the most number of clicks within the capabilities of your daily budget. You will have no control of ad position, will not show at all times of the day (will run out of budget quickly), and tend to get lower quality leads. All automated bids are set at the ad

group level – no keyword specific bids are available. Google’s only recommendation around these issues is to increase your budget.

Try out Google Experiment

To view your data

Keyword level bid optimization

You will have more control over position and budget allocation if you bid at the

keyword level.

Just click it.Click it good.

Ad Optimization

Good To Remember…

• Not all ad groups will react identically to the same ad

• Give it time to collect enough data to determine a clear winner (Rule of 1000’s)

• Split test, split test, split test…

Keyword Level Landing Pages

KW level landing pages are great if you have a lot of

products, and want to keep them in

category ad groups instead of product-specific ad groups.

Be sure to include dynamic kw insertion

for more targeted ads and better CTR.

Dynamic Keyword Insertion

{keyword:pet supplies} {Keyword:Pet supplies} {KeyWord:Pet Supplies} {KEYWORD:PET SUPPLIES}

Quality Scores

How Google determines who shows up for each search query, and in what position at what price.

Factors• The historical clickthrough rate (CTR) of the keyword and the matched ad on the Google domain

• Your account history, which is measured by the CTR of all the ads and keywords in your account

• The historical CTR of the display URLs in the ad group

• The quality of your landing page

• The relevance of the keyword to the ads in its ad group

• The relevance of the keyword and the matched ad to the search query

• Your account's performance in the geographical region where the ad will be shown

• Other relevance factors Gee, thanks Google.

Google Analytics

Use it or lose it, dude.

Provides crucial information regarding paid and organic search such as geographic locations and other demographics, keyword and product-level revenue, average order

values, and much MUCH more. Now in REAL TIME.

URL Tagging

Display Network Campaigns

Example of a Display Network Ad

Targets by:Site context (relevance to keywords and

themes you target)

Placements (sites you specify you would like your ads to show on)

Tip – Display ads are pretty and entertaining, therefore are clicked more frequently = expensive. Beware of running Display Network on a tight budget.

Remarketing Campaigns

Remarketing Campaigns

Funnel Stage Action to Take

Conversion FunnelIf they landed on…

Homepage

Some interior pages

Product/Specific pages

Shopping Cart

ConfirmationPage

Brand Awareness

Interest

Evaluation

Decision

Purchase

Show ads with only a logo & name

Show ads with specific products

Show ads that answer a question (awards, warranties)

Show ads with promotions & discounts

Show ads with similar or related products

Simple MathematicsAll Visitors – Action Visitors

= Remarketing Combo

To retrieve code for placement,

click Manage Lists

Modified Broad Match

The broad match modifier is an AdWords targeting feature that lets you create keywords which have greater reach than phrase match, and more

control than broad match.

Will include:Common misspellings

Singular/Plural VariationsAbbreviations/Acronyms

Roots/Stemming (floor, flooring)Synonyms

And related searches

Ad Extensions

Product Extensions

Social Extensions

Social Extensions