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Mona Elesseily VP Online Marketing Page Zero Media @webmona

Making the Most of Your Paid Search Dollars by Understanding the Foundational Concepts of Online Search Advertising. Mona Elesseily VP Online Marketing Page Zero Media @webmona. PPC is Important (1). PPC is Important (2).

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Mona Elesseily VP Online Marketing Page Zero Media @webmona

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  1. Making the Most of Your Paid Search Dollars by Understanding the Foundational Concepts of Online Search Advertising Mona Elesseily VP Online Marketing Page Zero Media @webmona

  2. PPC is Important (1)

  3. PPC is Important (2) • Organic shopping will be phased out & replaced by Google Shopping (Fall 2012) • Advertisers will access Google Shopping via Google AdWords (currently product listing ads using GMC feed).

  4. Today

  5. Fall 2012

  6. PPC is Important (3) Use PPC to get marketing insightfor: • SEO Keywords • Compelling offers • USPs • Benefit statements • Etc.

  7. About Me • VP Online Marketing at Page Zero Media • In online marketing space since 2001 • Authored 2 books on Yahoo! • I write a column SearchEngineLand.com and for the HufflingtonPost.com. • On Acquisio Inc. (software & bid management tool) board

  8. Let’s get to work!

  9. Universal Truths • Holy trinity = KW + ad + landing page • Testing very important (large then small) • ROI is king. Metrics tied to ROI rock! • PPC is more than text & image ads • Your mileage will vary

  10. Important PPC Levers 1) Campaign settings 2) Keywords 3) Ad quality/ad relevancy/ad copy 4) Landing pages 5) Analytics

  11. Campaign Settings • Match types • Content network & bids • Negative keywords • Mobile advertising • Ad rotation • Geographic locations

  12. Campaign Settings Tab Image here

  13. Match Type (1)

  14. Match Type (1)

  15. Match Type (2) Image here

  16. Negative Terms

  17. Negative Terms

  18. Ad Rotation

  19. Geographic Location

  20. Mobile Ads

  21. Mobile Ads

  22. Keywords – Biggest Mistakes • Too many broad match terms • Terms selected are not the terms your customers are searching for • Terms do not relate to products/services

  23. Keywords • Soovle.com • Clusty.com • Quintura.com • Keyword Expander • Clusty.com

  24. Google Keyword Research Tool

  25. Soovle.com

  26. Soovle.com

  27. Soovle.com

  28. Clusty.com

  29. Clusty.com

  30. Quintura.com

  31. Keyword Expander

  32. Keyword Expander

  33. Google Search for Insights

  34. Keywords • Place into specifically themed ad groups • Separate campaigns for search & content • Include all match types in one ad group • Try testing keyword terms using “experiments” in campaign settings tab

  35. Keywords

  36. Competitive Research Tools • Spyfu.com • SEMRush.com • Compete.com • Mixrank.com • Quancast.com • Google’s competitive tool

  37. Spyfu.com

  38. SEMRush.com

  39. Compete.com

  40. Quancast.com

  41. Mixrank.com

  42. Mixrank.com

  43. Google’s Competitive Tool

  44. Ad Relevancy • Value propositions • Unique selling propositions (USP) • Unique offers • Benefit statements • Calls to action, etc. • Look at competitors (use tools)

  45. Keywords in Ads

  46. Keywords in Ads 36% 35% 15% 0%

  47. Keywords in Headline XYZ Parts Online Huge selection. Ships same day. Search by model #. Order now! www.xyzparts.com XYZ Parts Sale Huge selection. Ships same day. Search by model #. Order now! www.xyzparts.com

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