SEM: Instant results from Paid Search

Transcription

1 SEM: Instant results from Paid Search Presented by: John Heffernan Business Development Manager MediaCo (UK) Ltd Stand S

2 Agency Insight MediaCo UK Online Marketing Agency Delivering results since 1999 Offices in Dundee, Edinburgh & Singapore Sales coverage: London, Midlands & Dubai Focus on strategic online marketing: Search Engine Optimisation Pay-Per-Click Advertising Content Copywriting / Development Social Media Integration

3 This workshop is 30 mins. A rapid fire introduction to Paid Search!

4 What is Paid Search

5 Why Paid Search PPC? Pay-Per-Click Advertising (PPC) has many advantages: Quick to set up. Possible to achieve immediate top listings. Ability to control the message. Turn on/off on demand. Budgetary control. You pay only for the traffic you receive.

6 Natural Search (SEO) or Paid (PPC)? PPC: you control keywords, messaging and landing pages SEO: you can influence keywords, messaging and control on page content Keyword List Creation Targeted Messaging Relevant Landing Page Quick to Set-up Immediate Listing - Turn On / Off on demand Pay Only for Traffic Reach Relevancy Driving Conversions

7 Before you Start Key Phrase Research What are your potential clients actually looking for? What is their objective? What do they really want? What phrases would they use? What phrases are being used within in-site searches? What phrases already drive traffic?

8 Getting YOUR PPC Strategy Right First Time PPC Success and Return of Investment - is dependant on choosing the right key phrases - and include Long Tail and Phrase Variants Identify search terms Use historical intelligence PPC - what phrases already drive traffic? What phrases already convert on your site?

9 Long Tail Keyphrases PPC Implications

10 consumers thoughts Keyword List Creation example thinking about it computer Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 firming up initial idea laptop deciding on a maker sony vaio deciding on a model sony vaio z1sp looking for best price cheap sony vaio laptop 132,755 19,152 2, b u y

11 Key Phrase Data - PPC impression data - click through rates - cost of clicks - conversion rates

12 PPC - Titles and Descriptions Aim to: Draft ads which would generate responses. Modify these ads so as to generate as many quality responses as possible (from people who are likely to perform your desired actions). Polish these ads so as to generate as many quality responses and as few untargeted responses as possible.

13 PPC Title and Description (ads) A good PPC ad should Include chosen key phrases in the title and/or description Be written clearly and simply Reveal the attractive aspects of your offering Avoid superlatives Greatest, Best Use attention grabbing words and call to actions Be relevant to the phrase Be location specific if required Direct the searcher to the relevant page Stand out from the competition Be tested

14 Targeted Messaging - bad examples baby top pram plumber edinburgh media leather sofa childrens toys

15 PPC Title and Description (ads) Use creativity to lower cost and increase conversion rates Use attractive ad copy to get more clicks than a higher positioned ad. I m but sorry I for didn t have writing time to such write a long short letter one More clicks = relevance = a higher quality score. A higher quality score can result in a lower cost per click.

16 Quality Score Formula Max CPC X = Quality Score Ad Rank Max you will pay for a click Key driver: Click Through Rate Rank determines position in the listings Better copy and keywords Better integration with offline Higher click through Higher rank for Same CPC

17 Relevant Landing Page Top 10 tips... Don t just send them to your home page Make sure your ad and landing page are closely correlated Don t be redundant Add the main key phrase to the headline Match to your call to action Use qualifying copy and keep the message constant Define a clear path Minimize distractions Set a measurable goal Test, test, test...

18 ReTargeting!

19 Display Advertising

20 Facebook Advertising

21 In Summary Improving your Quality Score impacts on ROI The key to success is: - Relevant key phrases - Targeted ads - Relevant landing page Take time to test & assess results Integrate with your SEO strategy Its as easy as...

22 Any Questions? Stand S236 Presented by John Heffernan - MediaCo [email protected] #johnmediaco