35PRESENTED  BY  

ZACH  MORRISONVICE  PRESIDENT  OF  ELITE  SEM

PAID  SEARCHOPTIMIZATION  TECHNIQUES

ABOUTZACH

Vice  President  &  Director  of  SEM

Adjunct  Professor  at  NYUTeaching  Courses  on  SEM,Internet  Marke6ng  &  SEO

Google  &  MSN  Cer>fied  Professional

SEGMENT,  SEGMENT,  SEGMENT!

OPTIMIZATION  TECHNIQUES35

Don’t  target  desktops,  mobile  devices,  &  tablets  in  the  same  campaign  –  SEPARATE  THEM!01

X All  available  devicesLet  me  choose...

CREATE  SEPARATE  CAMPAIGNS  FOR  BROAD  &  EXACT  MATCH  KEYWORDS  –    OKen  Lmes,  you  will  find  exact  match  keywords  perform  beSer,  so  you  want  to  have  the  opLon  to  limit  the  money  spent  on  broad  match  keywords  andallocate  as  much  as  possible  to  exact  match.

02SEGMENT,  SEGMENT,  SEGMENT!

OPTIMIZATION  TECHNIQUES35

BUDGET COST  /  CONV.  (many-­‐per-­‐click)

$19,845.00/day $29.11

$400.00/day $2.43

$400.00/day $1.88

$20.00/day $37.69

$20.00/day $27.73

T-­‐SHIRTS  :  EXACT  MATCH

SWEATSHIRTS  :  EXACT  MATCH

T-­‐SHIRTS  :  BROAD  MATCH

SWEATSHIRTS  :  BROAD  MATCH

USE  GOOGLE  ADWORDS  SEGMENTING  TOOLto  analyze  performance  of  Google  Search  vs.  Search  Partners.03SEGMENT,  SEGMENT,  SEGMENT!

OPTIMIZATION  TECHNIQUES35

Segment

SEGMENT,  SEGMENT,  SEGMENT!If  opted  into  the  Google  Display  Network,MAKE  SURE  IT  IS  ALSO  IN  IT’S  OWN  CAMPAIGN  AS  PERFORMANCE  WILL  VARY  FROM  SEARCH!

04

CAMPAIGN BUDGET COST  PER  CONVERSION

T-­‐SHIRTS  :  SEARCH $100.00 $5.00

T-­‐SHIRTS  :  DISPLAY $50.00 $15.00

OPTIMIZATION  TECHNIQUES35

CONDUCT  DAY  OF  WEEK  ANALYSIS.You  might  find  that  your  ads  perform  beSer  during  certain  days  &  Lmes,  so  you  will  want  to  be  more  aggressive  during  those  Lmes.  Conversely,  you  may  idenLfy  Lmes  in  which  your  ads  do  not  perform  well  at  all,  and  may  want  to  consider  turning  them  off  during  those  Lmes!

05USE  THE  DIMENSIONS  TAB

OPTIMIZATION  TECHNIQUES35

$31.72

$31.65

Sunday

Saturday

06USE  THE  DIMENSIONS  TAB

OPTIMIZATION  TECHNIQUES35

$69.11$81.15$59.10$60.34$46.68$49.27$45.43$43.34$46.02

012345678

CONDUCT  TIME  OF  DAY  ANALYSIS.

07USE  THE  DIMENSIONS  TAB

OPTIMIZATION  TECHNIQUES35

DO  GEOGRAPHIC  LOCATION  ANALYSIS

08

RUN  SEARCH  QUERY  REPORTS

OPTIMIZATION  TECHNIQUES35

FIND/ADD  BROAD  MATCHNEGATIVE  KEYWORDS

09 FIND/ADD  EXACT  MATCHNEGATIVE  KEYWORDS

10 FIND/ADD  PHRASE  MATCHNEGATIVE  KEYWORDS

-­‐Keyword

—[Keyword]

-­‐”Keyword”

11RUN  SEARCH  QUERY  REPORTS

OPTIMIZATION  TECHNIQUES35

LOOK  FOR  WAYS  TO  EXPAND  KEYWORDS  WITHIN  EXISTING  AD  GROUPS.

12 LOOK  FOR  NEW  AD  GROUP  THEMES  &  IDEAS.

T-­‐SHIRTS LONG  SLEEVE  T-­‐SHIRTS

T-­‐shirts Long  sleeve  T-­‐shirtsBuy  T-­‐shirts Long  sleeved  T-­‐shirtsWhite  T-­‐shirts T-­‐shirts  long-­‐sleeveOrder  T-­‐shirts White  long  sleeve  shirt

Discount  T-­‐shirts Long  sleeve  shirtPlain  T-­‐shirts

NEW  KEYWORDS

NEW  AD  GROUP

13UTILIZE  AD  EXTENSIONS!

OPTIMIZATION  TECHNIQUES35

IMPLEMENT  CALL  EXTENSIONS

14 IMPLEMENT  SITELINKS

15 ADD  PRODUCT  EXTENSIONS

16 ADD  LOCATION  EXTENSIONS

17 ADD  SOCIAL  EXTENSIONS

NEW

18

OPTIMIZATION  TECHNIQUES35

TEST  BROAD  MATCH  MODIFIER  FOR  BRANDED  CAMPAIGNS

19 TRY  BIDDING  ON  COMPETITOR  BRAND  NAMES  AS  KEYWORDS.  (SEPARATE  CAMPAIGN)

20 UTILIZE  GOOGLE  ADWORDS  EDITOR  FOR  BULK  CHANGES,  OPTIMIZATIONS,  AND  NEW  CAMPAIGN  LAUNCHES.

21 ADD  TYPOS  OF  MAIN,  HIGH-­‐TRAFFIC  TERMS  USING  A  TYPO  TOOL:hSp://tools.seobook.com/spelling/keywords-­‐typos.cgi

TEST  NEW  FEATURES,  TOOLS,&  USE  OUTSIDE-­‐THE-­‐BOX  STRATEGIES

22

OPTIMIZATION  TECHNIQUES35

CREATE  AUDIENCE  OF  SITE  VISITORS  THAT  HAVE  ALREADY  CONVERTED,  AND  EXCLUDE  THEM  FROM  YOUR  REMARKETING  AUDIENCE

23 SET  IMPRESSION  CAP  TO  AVOID  OVERSATURATING  PROSPECTS

24 FURTHER  SEGMENT  EXISTING  AUDIENCES

IMPROVE  REMARKETING  EFFORTS

25ENHANCE  AD  COPY

OPTIMIZATION  TECHNIQUES35

A|B  TEST  AD  COPY

26 INCLUDE  KEYWORD  IN  DISPLAY  URL

27 ENSURE  ALL  ADS  ARE  USING  CALL-­‐TO-­‐ACTION  PHRASES

28 USE  TRADEMARK  SYMBOLS  ®  ™  TO  ESTABLISH  CREDIBILITY  ON  BRANDED  TERMS

29ENHANCE  AD  COPY

OPTIMIZATION  TECHNIQUES35

CAPITALIZE  THE  FIRST  LETTER  OF  EACH  WORD

30 USE  EXCLAMATION  POINTS!

31 CREATE  CUSTOM  LANDING  PAGES  FOR  HIGH-­‐TRAFFIC  TERMS

32 ADVERTISE  PRICE  IN  AD  TEXT

33OPTIMIZE  GOOGLE  DISPLAY  NETWORK

OPTIMIZATION  TECHNIQUES35

RUN  PLACEMENT  PERFORMANCE  REPORTS  TO  IDENTIFY  AND  EXCLUDE  YOUR  ADS  FROM  SHOWING  ON  POOR-­‐PERFORMING  AND  IRRELEVANT  SITES  IN  THE  GDN.

34 ADD  NEGATIVE  KEYWORDS  TO  DISPLAY  CAMPAIGNS  IF  YOU  NOTICE  GOOGLE  SHOWING  YOUR  ADS  ON  GROUPS  OF  IRRELEVANT  SITES  WITH  THE  SAME  THEME

35 AD  GROUPS  SHOULD  BE  GRANULAR  AND  CONTAIN  NO  MORE  THAN  6  –  8  KEYWORDS  EACH

ALL  35  OPTIMIZATION  TECHNIQUES

OPTIMIZATION  TECHNIQUES35

01  Don’t  target  desktops,  mobile  devices,  &  tablets  in  the  same  campaign  –  separate  them!

02  Create  separate  campaigns  for  broad  &  exact  match  keywords.  OKen  Lmes,  you  will  find  exact  match  keywords  perform  beSer,  so  you  want  to  have  the  opLon  to  limit  the  money  spent  on  broad  match  keywords  and  allocate  as  much  as  possible  to  exact  match.

03  Use  Google  AdWords  segmenLng  tool  to  analyze  performance  of  Google  Search  vs.  Search  Partners.

04  If  opted  into  the  Google  Display  Network,  make  sure  it  is  also  in  it’s  own  campaign  as  performance  will  vary  from  search!

05  Conduct  Day  of  Week  Analysis.

06  Conduct  Time  of  Day  Analysis.

07  Conduct  Geographic  Analysis.

08  Find/Add  broad  match  negaLve  keywords.

09  Find/Add  exact  match  negaLve  keywords.

10  Find/Add  phrase  match  negaLve  keywords.

11  Look  for  ways  to  expand  keywords  within  exisLng  ad  groups.

12  Look  for  new  ad  group  themes  &  ideas.

13  Implement  Site  Links.

14  Implement  Call  Extensions.

15  Add  Product  Extensions.

16  Add  LocaLon  Extensions.

17  NEW  –  Add  Social  Extensions.

18  Test  Broad  Match  Modifier  for  branded  campaigns.

19  Try  bidding  on  compeLtor  brand  names  as  keywords.  (Separate  campaign).

20  ULlize  Google  AdWords  Editor  for  bulk  changes,  opLmizaLons,  and  new  campaign  launches.

21  Add  typos  of  main,  high-­‐traffic  terms  using  a  typo  tool:  hSp://tools.seobook.com/spelling/keywords-­‐typos.cgi

22  Create  audience  of  site  visitors  that  have  already  converted,  and  exclude  them  from  your  remarkeLng  audience.

23  Set  Impression  Cap  to  avoid  oversaturaLng  prospects.

24  Further  segment  exisLng  audiences.

25  A|B  test  ad  copy.

26  Include  keyword  in  Display  URL.

27  Ensure  all  ads  are  using  call-­‐to-­‐acLon  phrases.

28  Use  trademark  symbols  ®  ™  to  establish  credibility  on  branded  terms.

29  Capitalize  The  First  LeSer  Of  Each  Word.

30  Use  exclamaLon  points!

31  Create  custom  landing  pages  for  high-­‐traffic  terms.

32  Run  Placement  Performance  Reports  to  idenLfy  and  exclude  your  ads  from  showing  on  poor-­‐performing  and  irrelevant  sites  in  the  GDN.

33  AdverLse  price  in  ad  text.

34  Add  negaLve  keywords  to  display  campaigns  if  you  noLce  Google  showing  your  ads  on  groups  of  irrelevant  sites  with  the  same  theme..

35  Ad  groups  should  be  granular  and  contain  no  more  than  6  –  8  keywords  each.

THANK  YOUzach@elitesem.comT  212  863.9699