search engine marketing (ppc)
TRANSCRIPT
Search MarketingAdWords:
An Introduction by Rhys Downard – Media Rocket Digital
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What we are about to coverWhat is Search Engine Marketing (SEM)Functional items of SEM
AdWordsSearch NetworkDisplay Network
Planning an SEM campaignKeywords: Using the Keyword plannerCreating Campaigns and AdGroupsWriting great AdsConversion OptimisationTactical targeting
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What is Search Engine Marketing?“SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads on search engines”• AdWords• Bing Ads• Yahoo: Search Ads
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• Google processes over 40 000 search queries every second on average• This means there are over 3 Billion Searches per day
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Search is BIG
http://www.internetlivestats.com/google-search-statistics/http://searchengineland.com/google-1-trillion-searches-per-year-212940
AdWordsFor the purpose of this discussion we will be focusing on AdWords by Google
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Search AdvertisingTargeting Users a the point of Search:• AdWords Search Network• AdWords Display Network• YouTube• Bing Search Ads• Yahoo Search Ads
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• AdWords is based on Keywords and search phrases that users may use in a search engine such as Google
• Advertisers can use the AdWords network to create plans, set budgets and display their ads contextually to users who search for terms that a business is targeting
• This can happen in Google or on search partner sites
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How AdWords Work
• Display advertising lets you• Create all types of ads - text, image, interactive and video
ads.• Place those ads on websites that are relevant to what you’re
selling.• Show those ads to the people that are likely to be most
interested.• Manage and track your budget, campaigns and results as you
go.
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The Display Network
Targeting
AdWords Search• Keywords• Location• Bidding• Language
AdWords Display• Keywords• Interests• In-Market Segments• Specific Placements• Topics
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When to use
AdWords Search• Great for conversion• Good when budgets are
limited• Use when a direct ROI is
required/specified
AdWords Display• Good for reach and
awareness and moderate for conversion
• Requires a decent budget
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• Reach people at the precise moment they are searching for your offering
• Control your budget• See exactly what is working and build on it
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Benefits of AdWords
KeyWords ResearchKeywords are words or phrases that match ads with a customer’s search
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Keyword Types
Broad• General• Good reach• Low conversion• High Cost • High
Competition
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Phrase• Moderately
specific• Moderate reach• Good conversion• Moderate cost• Moderate/High
competition
Exact• Highly specific• Low reach• Good conversion• Low cost• Low/Moderate
competition
Modified Match• Modified General• Good reach• Moderate
conversion• Low cost• Low/Moderate
competition
• You can:• Assign a daily budget• Set a Max Cost Per Click• Adjust bids based on Keyword competition and campaign
performance• Create shared budgets and AdWords will optimise
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AdWords and Budget
Types of bidding
Cost Per Click• Willing to spend X per
every click within a fixed budget
• Specific to Search Campaigns and can be used in Display campaigns
Cost per Mille• Cost per thousand
impressions• Used in display
advertising only
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• Clicks• Optimise to get clicks• Focus on CTR (Click Through Rate)• Automatic bidding: System will bring the max clicks through at
your budget• Conversions
• Tell AdWords what you are willing to pay per conversion• Requires a CPA (Cost per acquisition) which means conversion
tracking must be set up and data collected for a period of time
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Bidding Optimisation
Search Funnel• Target keywords for different
campaign depending on where a user is in the search funnel
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RemarketingPredominately used for display but can be used with the Search Network Only – All Features setting
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Optimising your AdWords Campaign• Quality Score• Bid Management• Ongoing research
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Why do we optimise
Ad Rank• Bid• Quality Score• Position in results
Conversion• User experience• Objective orientation• Maximise return
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• Know what you are tracking. E.g.• Form conversions• Sales• Social shares
• Ensure your tracking code is placed on the tracked item
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Conversion Optimisation
• Campaign or AdGroup specific landing pages!• Create pages that are targeted to a specific campaign or
AdGroup to increase:• User expectation and experience• Keyword Quality Score• Conversion specific – No Distractions• Multiple conversion points – Don’t lose users
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Conversion Optimisation
Example
AdGoup A: Buy Tennis Shoes• Buy tennis shoes page• Content specific to tennis• Relevant to the user search
intent where they want to:• Buy• Tennis• Shoes
• Increase in relevancy = increase in Quality score, user experience and conversion
AdGoup B: Buy Soccer Shoes• Buy soccer shoes page• Content specific to soccer• Relevant to the user search
intent where they want to:• Buy• Soccer• Shoes
• Increase in relevancy = increase in Quality score, user experience and conversion
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• Extensions add extra dimensions to ads. It allows users to take a different course of action or a direct from add conversion:• Location extensions• Site - link extensions• Call extensions• App extensions• Review extensions• Callout extensions
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Extensions