Excelling in the New Era of Paid Search Marketing

Transcription

1 Excelling in the New Era of Paid Search Marketing Vincent Sciplini VP, Digital Operations & Strategy Carnegie Communications

2 Vincent Sciplini VP, Digital Operations & Strategy Carnegie Communications

3 We Are All Consuming and Creating

4 PPC Search Trends -4% +4% EDU Branded Queries EDU Non-brand

5 Queries Shift Toward Brand as the Journey Progresses

6 All Programs Are in Demand: +12%

7 All Degrees Are in Demand: +13%

8 Search is Core to the Journey

9 Researchers Return to Search Again and Again

10 The Mobile Moment May 5, 2015

11 Pay Per Click Advertising Pros Immediate Search Engine Visibility Promoting Time-Sensitive Events Total Control Over Advertising Spend Highly Accurate and Measurable Results Cons Costly if Implemented Poorly Results Only Last as Long as the Campaign Cost Per Click Can Be High Potentially High ROI Tailored to Mobile Audience Highly Targeted, Qualified Traffic

12 Developing a Paid Search Strategy Keyword Research Ad Text Copy Writing Landing Page Selection Account Structure Conversion Metrics and Tracking Bidding Strategy and Budgeting Optimizations and Testing

13 Common Results of a Poorly Executed PPC Strategy 1. Most Advertisers Do a Terrible Job of Tracking Conversions 29% of AdWords accounts have effective conversion tracking 42% have no conversion tracking in place Well-tracked AdWords accounts have a 50% higher conversion rate 2. Bid on the Wrong and/or Too Many Keywords Less than 6% of keywords produce 100% of the conversions 3. Ad Spend Can Become Inefficient Average AdWords account wastes 76% of its budget on non-converting search terms Use the Google Search Term report!

14 10 Things Successful PPC Managers Do Each Morning Catch Up On Industry News Check Ad Spend Add Negative Keywords Exclude Irrelevant Google Display Network Sites Track Leads Check for Top Spenders Verify Ad Positions Read AdWords Alerts Watch Anything New Get a Bird s-eye View of Yesterday s Results

15 Google Fun Facts! As part of their green initiative, Google regularly rents goats to mow the lawns of their mountain view HQ Co-founders Larry Page and Sergey Brin originally named Google 'Backrub' Googlehas been acquiring, on average, more than one company per week since 2010 According to State Farm, percent of drivers surveyed access the Internet while driving 29% No part of a Google office is allowed to be more than feet away from some kind of food 150!!

16 NEW Paid Search Results

17 How Does the Paid Search Algorithm Work?

18 Developing an Effective Keyword Plan MBA MBA degree MBA program MBA degree in Orlando Florida

19 Test Different Keyword Match Types +MBA +degree MBA [adult MBA in Orlando] adult MBA

20 Demographic Targeting

21 Demographic Targeting

22 Google Expanded Text Ads (ETA)

23 ETA Benefits

24 Enhance Your ETA CALL OUTS STRUCTURED SNIPPETS SITELINKS

25 Rethink Your ETA 1. Standard ad text expired yesterday! 2. Create ad text that appeals to users across devices Mobile only ads have been eliminated Line break for mobile headlines Include most important information upfront 3. Include a strong call-to-action Test messaging Test positioning in title and description

26 Rethink Your ETA 4. Take full advantage of your character limits Incorporate your keywords in titles Use ad extensions 5. Make the best of the new display URL Include your keywords 6. Rotate ads, set to Optimize for clicks or Optimize for conversions

27 Device Bid Adjustments 1. Untethers desktop and tablet bids 2. Allows advertisers to make mobile the focal point of campaigns 3. Set separate bid adjustments for mobile, desktop, and tablet Set base bid and bid adjustments for one or all devices in the range of -100% to +900%

28 Remarketing Lists for Search Ads (RLSA)

29 Similar Audiences for Search (RLSA)

30 Search Gives You Total Control

31 Even Your Landing Page

32 Checklist: Principles of Search Advertising Media Plan: Is search integrated into my media strategy? Keywords: Have I zeroed in on the keywords users connect with my brand? Bidding Strategy: How much is a click worth to me and how much am I willing to spend? Ad Text: Does my ad text display the message I want to address to the user? Landing Pages: Do I send users to interesting, fast, and relevant sites after they click? Conversions: Do I have a desired action on the landing page and do I measure it?

33 Stay Fresh and Keep Learning

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