making paid search campaigns successful for smbs
Post on 17-Oct-2014
341 views
DESCRIPTION
Given at Pubcon Vegas 11/8/11 by Tim MayerTRANSCRIPT
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