activities & tools to make paid search campaigns successful
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Tim MayerSES WEST 2011August 16th 2011
1
Activities & Tools To MakePaid Search Campaigns(w/ Focus on SMB) Successful
1. Not Enough Data to Automate
Lots of data, can be run algorithmically.
Someone on staff full time does PPC. Better tools get them better results.
No expertise, no dedicated or part-time person, may be too small for an agency, not enough data to automate. Expertise required. Requires CPA focus.
Local, CPC/visitor based only. A more measurable yellow pages.
2. Difficulty Creating Long Tail Keywords
2. Keyword Tools
• Wordstream• Google (Keyword tool in Adwords)• Microsoft Advertising Intelligence (Excel
based)• SEM Rush (Competitive Tool)• Geo Tool (Certified Knowledge)• Keyword Mixer (Certified Knowledge)
3. Ad Copy Generation & Testing
[Eco Friendly Trash Bags] [Tough to Find Shoe Sizes]
3. Keywords per Adgroup
4. Ad Diversity
Spirit Hoods
5. Landing Page Creation & Testing
5. Landing Page ToolsLanding Page Creation and A/B Testing•Unbounce•Omniture Test & Target•Ion Interactive- Live BallA/B Testing•Optimizely•Google Web Site Optimizer•Visual Web Site OptimizerHeat Maps/Eye Tracking•Crazy Egg
So Much of This Requires Human Effort.. How Do I Do It All?
Leverage a Crowdsourcing Platform…
•Diversity of Thinking
•Expertise
•Pay for Performance
•Simplified Hiring
•Massive Human Power
Crowd Mechanics
Optimizer Profile
Keyword Approval
2654 Keywords created so far
Ad Approval
CPA Screen
Advertiser Mechanics
Case Study: Rainier Law
Before After
CPA $14 $10.21
Budget $24,000 $80,000
Conversion Rate N/A 17%
Conversions N/A >3,700
Please note: Data includes period between 4/1/11 to 8/1/11
Paid Search is a Mix of Art and Science
The art requires a lot of human effort:1.Optimization at Campaign Inception2.Keyword Creation3.Ad Copy Creation4.Ad Diversity5.Landing Page Creation
Give Crowdsourcing a Try!
Thanks!
@timmayer
tmayer@trada.com
http://www.slideshare.net/TradaPaidSearch
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