Turbocharge Your PPC CampaignsBill Martin – Senior Manager of Paid Search : Big Wing Interactive
Paid Search Spend Continues to Grow
IgnitionOne’s latest report• US Paid Search Spend Up 22%• Spend in Mobile up 71% year over year .• Tablet Spend up 22%• Click Volume Growth only 6% Bing up 22%• CTR’s up Google 35% Yahoo/Bing up 24%• Overall Impressions down 13% as Advertisers
moved away somewhat from GDN
What Does It Mean?• Spend and CTR increases way
outpaced the overall growth in click volume
• Your competitors are turning up the heat
• More people are using tablets and mobile devices than ever before on Google and Bing/Yahoo.
Accounts Must be Better Optimized
• Better optimized / structured accounts – Increase CTR
Accounts Must be Better Optimized
• Better optimized / structured accounts – Increase CTR– Have a lower CPC
Accounts Must be Better Optimized
• Better optimized / structured accounts – Increase CTR– Have a lower CPC– Have a higher conversion rate
Accounts Must be Better Optimized
• Better optimized / structured accounts – Increase CTR– Have a lower CPC– Have a higher conversion rate– Don’t waste money on irrelevant searches
How Do We Make Better Campaigns?
• 3 Things That Will Enhance a Paid Search Campaign– Long Headlines– Ad Extensions– Use Broad Match Sparingly
Stand Out - Long Headlines
Lets Search “nursing jobs”
Stand Out - Long HeadlinesLets Search “nursing jobs”
Pos. 2
Pos. 3
Pos. 5
Which Ad is the most compelling?
How is it done?
PUNCTUATION.
Use All of the Ad Extensions
Search engines give us extra real estate – USE IT!
Make sure you are advertising for the right items
Location Extension• Very important for brick and mortar• Lets people click for directions on mobile• Must be linked with your Google+ for business
listing• Cost same as a standard CPC
Call Extensions
• Excellent for increasing conversions• Again Critical for any mobile campaign• Google / Bing can track the call as a conversion.
Site Link Extensions- now with bling!• Quick links to other services or interesting areas
of your website
Callout Extensions• No URL needed, increase CTR
Other extensions that might be useful
• Review Extensions • App Extension – Promote
D/L of your App
Broad Match – Use Sparingly
• Broad Match is VERY broad. – Broad match does not have to have the
keyword or search term to show to trigger an ad
– Terms related to the keyword can trigger your ad
– Sometimes good ie. Cars triggers automobiles– Sometimes very very bad.
Real – World Example • Google is quick to apply terms associated with your search terms to
your search terms, not always in a good way.