![Page 1: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/1.jpg)
PPC Campaigns for SMBPPC Campaigns for SMBTim MayerTim Mayer
![Page 2: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/2.jpg)
Tim’s Experience
Natural Search SEO & PPC PPC
![Page 3: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/3.jpg)
Search Page
Click Thru Rates
PPC ~12%
SEO ~50-60%
OneBox 3-25%
![Page 4: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/4.jpg)
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...
![Page 5: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/5.jpg)
So what do we do?
![Page 6: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/6.jpg)
Best Practice: Consistency
![Page 7: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/7.jpg)
Consistent Messaging
![Page 8: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/8.jpg)
Ad Diversity Can Work Too!
![Page 9: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/9.jpg)
Focused Ad Groups
![Page 10: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/10.jpg)
Long Tail Keywords
![Page 11: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/11.jpg)
Dynamic Keyword Insertion (DKI)
• Advantages:
Improves Click Through Rate
Improves Quality Score
Improves Ad Relevance
• Disadvantages:
Lowers control over ads
Lowers conversion rate
![Page 12: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/12.jpg)
Implementing DKI
DKI Syntax: {KeyWord: Default Text}
![Page 13: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/13.jpg)
Match Types
Broad Match
Modified Broad Match
Phrase Match
Exact Match
ControlControl
Imp
ressio
ns
Source: Brad Geddes, Certified Knowledge
![Page 14: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/14.jpg)
Negative Keywords
Reduce cost by lowering the # of unproductive clicks
Improve CTR and Quality Score- Reduce Impressions
Better overall campaign performance
![Page 15: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/15.jpg)
DAYPARTING
![Page 16: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/16.jpg)
Call Tracking
![Page 17: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/17.jpg)
Ad Extensions
![Page 18: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/18.jpg)
Landing Page Optimization
✔
☓
![Page 19: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/19.jpg)
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
![Page 20: Making Paid Search Campaigns Successful for SMBs](https://reader033.vdocument.in/reader033/viewer/2022051608/5441630bb1af9ffb4b8b46e4/html5/thumbnails/20.jpg)
How do we know if it is Working?
For SMBs a lot comes down to anecdotal feeling