search advertising class

MAXIMIZE RESULTSWITH

SEARCH ADVERTISING

Chris Reil ly @reil ly3000 unleashed-online.com

AgendaPaid vs. Organic

How to create a paid search campaign

Paid Search for Local Businesses

Other forms of small business online ads

Resources and questions

Why paid search?Results tend to happen fast.Compared to SEO and Social Campaigns.

You’re on their team. Advertising funds Google, Bing, and Yahoo. Organic marketing is a cost center.

Total flexibility and control.Testing messaging and markets is fast and easy.

Source: Wordstream 2012

Search Engine Results Page

How search ads workEvery search is an auction

Every advertiser places a bid

Every advertisement is ranked by quality

Ads are ranked by Bid X Quality Score

Pay More Money vs Increase Quality

$1 X 5 = 5

ACTUAL COST = ( AD RANK OF THE POSITION BELOW / QUALITY SCORE OF YOUR AD ) + $0.01

Why quality mattersRevenue optimization for search engines

Quality search experience

Targeting irrelevant search terms

Advertisers getting free impressions

What is high quality?Quality, well-written, appealing ads

On relevant keywords

That lead to a relevant page

That has a history of success

High quality campaigns have dozens of ads and few targets

Phase 1 – ResearchPhase 2 – SetupPhase 3 – TrackingPhase 4 – Optimization

Phase 1 - Research

Phase 1 - Research

Phase 1 - Research

Phase 1 - Research

Phase 1 - Research

Phase 2 - Setup

Phase 2 - Setup

Phase 2 - Setup

Phase 2 - SetupDon’t just write

one ad!

Phase 2 - SetupTightly Targeted Ad Groups Rock!

Phase 2 - Setup

Phase 2 - Setup

Phase 2 - Setup

Phase 2 - Setup

Phase 3 - TrackingSetup Conversion TrackingForm CompletionOnline PurchaseVisit of a key page

Any time you aremaking money or have a chance tomake money-TRACK IT!

Phase 3 - TrackingTracking CallsPhone number in ad!Click to call in mobileJavascript number changer on site

Phase 3 - TrackingGoogle Analytics

Phase 4 - OptimizationAd Performance

Phase 4 - OptimizationKeywords

Phase 4 - OptimizationUse Negative Keywords:Ex: Adoption –PET Sperm Bank - ‘of America’ –’Whale’

Write many ad variations and test:“Learn More.” vs “Learn more!”

See search termsFind out what is actually bringing clicks

Use Negative Keywords:Ex: Adoption –PET Sperm Bank - ‘of America’ –’Whale’

Write many ad variations and test:“Learn More.” vs “Learn more!”

See search terms

Phase 4 - Optimization

Rookie CampaignsCampaign Ad Group Ad Copy Landing Page

Outcome:Each person with different needssees the same ad and same page.

Results: POOR!

Keywords

Pro CampaignsCampaign Ad Group Ad Copy Landing Page

Outcome:Each Person Gets a Customized, cohesive experience

Results: AWESOME!

Keywords

There is an easier way

Where to advertiseSearch Engines – for solving problems

Social Media – for creating relationships

Display – for building branding and recall

Video – emotional impact.

Mobile – for making quick decisions

You can do it yourself.

It can cost whatever youwant it to cost.

It will work as wellas you work it.

Questions?

ResourcesIndustry News:searchenginewatch.comsearchengineland.comPPCBlog.comMarket Research:Search for “Keyword Tool”Google.com/insights

Get StartedGoogle.com/AdwordsBingAds.Microsoft.com