making paid search campaigns successful for smbs

PPC Campaigns for SMBPPC Campaigns for SMBTim MayerTim Mayer

Tim’s Experience

Natural Search SEO & PPC PPC

Search Page

Click Thru Rates

PPC ~12%

SEO ~50-60%

OneBox 3-25%

Challenges in SMB Campaigns

Small budget

Small data sets

Cannot programmatically optimize campaigns

Hard to track ROAS - Many conversions from phone

Paid Search often not the primary role of the optimizer...

So what do we do?

Best Practice: Consistency

Consistent Messaging

Ad Diversity Can Work Too!

Focused Ad Groups

Long Tail Keywords

Dynamic Keyword Insertion (DKI)

• Advantages:

Improves Click Through Rate

Improves Quality Score

Improves Ad Relevance

• Disadvantages:

Lowers control over ads

Lowers conversion rate

Implementing DKI

DKI Syntax: {KeyWord: Default Text}

Match Types

Broad Match

Modified Broad Match

Phrase Match

Exact Match

ControlControl

Imp

ressio

ns

Source: Brad Geddes, Certified Knowledge

Negative Keywords

Reduce cost by lowering the # of unproductive clicks

Improve CTR and Quality Score- Reduce Impressions

Better overall campaign performance

DAYPARTING

Call Tracking

Ad Extensions

Landing Page Optimization

✔

☓

Landing Page Optimization Tools

Landing Page Creation

• Unbounce

• Omniture Test & Target

• Ion Interactive- Live Ball

A/B Testing

• Optimizely

• Google Web Site Optimizer

• Visual Web Site Optimizer

Heat Maps/Eye Tracking

• Crazy Egg

How do we know if it is Working?

For SMBs a lot comes down to anecdotal feeling

@timmayer

tim@timmayer.com

Thanks!