Pay-Per-Click Search Engine Marketing:

Transcription

1 Pay-Per-Click Search Engine Marketing: An our a Day David Szetela Joseph Kerschbaum WILEY Wiley Publishing, Inc.

2 Contents Foreword... xxxi Introduction xxxiii Chapter 1 The Art and Science of PPC Advertising 1 PPC and Direct Advertising Fundamentals 2 Components of a Successful PPC Campaign 5 Keywords 6 Ads 6 Bid Prices 7 Landing Pages 8 Conversion Path 10 PPC Campaign Uses 10 The Science of PPC 11 The Art of PPC 12 The State of the PPC Industry 13 Chapter 2 ow the PPC Machine Works 17 Think Like a Search Engine 18 ow and Where Ads Appear on SERPs 19 ow Advertisements Are Triggered 20 ow Advertisements Are Ranked 21 ow Keyword Match Types Work 27 ow Ads Appear on the Google Content Network 30 After the Click 33 Chapter 3 Core PPC Skills and Objectives 37 Learn Scientific Advertising and Ad Copywriting 38 Know Thy Customer 40 Ask the Right Questions 40 ow Do Potential Customers Search? 41 What If There's No Search? 45 What's Your PPC Strategy? 46

3 xxiv m O u Chapter 4 Month 1 Research Keywords and Establish Campaign Structure 49 Week 1: Research Keywords 50 Monday: Defining Personas 50 Tuesday: Using Keyword Research Tools 51 Wednesday: Using Your Best Keyword Source Your Intuition, and Reports 60 Thursday: Permuting and Concatenating 62 Friday: Researching Your Competitor's Keywords 63 Week 2: Create Your Campaign Structure Monday and Tuesday: Planning Your Campaign and Ad Group Structure Wednesday: Determining the Number and Granularity of Ad Groups Thursday: Getting Acquainted with AdWords Editor Friday: Building Out the Campaign Week 3: Adjust Campaign Settings Monday: Setting Budgets and Delivery Methods Tuesday and Wednesday: Setting Your Bidding Strategy and Options Thursday: Targeting Networks and Devices Friday: Using Ad Scheduling and Geo-Targeting Week 4: Use Conversion Tracking and Set Click Pricing Monday: Setting Up Conversion Tracking Tuesday: Setting Up Google Analytics Wednesday: Testing Conversion Tracking Thursday: Determining Your Starting Keyword Bids Friday: Setting Keyword Bids Chapter 5 Month 2-Create Great PPC Ads Week 5: Take Stock of Your Advantages...'. Monday: Surveying Your Competition Tuesday and Wednesday: Listing Your Own Advantages and Benefits Thursday: Creating Causes for Urgency Friday: Collecting Your Resources Week 6: Write Right Monday: The Fundamentals Tuesday: The eadline The Most Important Characters Wednesday: Line 1 Features and Benefits Thursday: Line 2 Urgent Calls to Action Friday: The Display URL Week 7: Explore Industry Examples Monday: The Single-Product Retailer Tuesday: The Multiple-Product Retailer Wednesday: The B2B Service Provider Thursday: The Professional Services Provider Friday: The Financial Services Provider Week 8: Understand Ads for the Content Network. Monday and Tuesday: Writing Contextual Text Ads

4 Chapter 6 Good-Better-Best Wednesday: Writing Static Banner Ads Thursday: Creating Animated Banner Ads Friday: Advertising on YouTube Friday Night: Taking Stock Month 3 Design Effective Landing Pages Week 9: Understand the Differences between Site Pages and Landing Pages Monday and Tuesday: One Store, Many Entrances Wednesday: The ADD Site Visitor Thursday: The Golden Triangle Friday: The Risky Business of Landing Page Links Week 10: Create the Mock-up Monday: Start with the Golden Triangle Tuesday: Bullet Points, Not Paragraphs Wednesday: The ero Shot Thursday: Action, Trust, and Privacy Friday: Sample B2C and B2B Mock-ups Week 11: Lay It All Out Monday: If It's Not elping, It's urting Tuesday and Wednesday: Form Design Thursday: Error Trapping and andling Friday: Spouse Testing before Deployment Week 12: Design for Testing Monday: Decide on Test Elements Tuesday: eadlines, Subheadlines, and ero Shots Wednesday: Action Buttons, Bullet Points, and Form Elements Thursday: Testing Never Stops Friday: Simple A/B Testing / n o z -I m Z Chapter 7 Month 4 Advertise on the Google Content Network Week 13: Understand Google Contextual Advertising... Monday: Ad Types and Sizes Tuesday: Ad Formats Wednesday and Thursday: Why Search Ads Don't Work on the Content Network Friday: Demand Generation vs. Search Satisfaction Week 14: Build Keyword-Targeted Ad Groups Monday and Tuesday: Why Keywords Are Different Wednesday: Building Your Keyword List Thursday: Demographic Bidding Friday: Ad-Frequency Capping Week 15: Build Placement-Targeted Ad Groups Monday: Placement Targeting Tuesday: Choosing Sites and Placements with the Placement Tool

5 xxvi Z i Zo Chapter 8 Chapter 9 Wednesday: Other Tools for Choosing Sites for Placements Thursday: Bidding Considerations Friday: Separating Ad Types into Ad Groups Week 16: Launch and Refine Your Content Campaign... Monday: Flipping the Switch Campaign-Management Checklist Tuesday:"Placement Performance Report Wednesday: Site and Category Exclusion Thursday: Enhanced Ad Groups Friday: Flipping the Switch (Again) and Judging Performance Month 5 Launch Your Campaign Week 17: Bid Your Brands Monday: Your Brand May Be Weaker than You Think Tuesday: Brand and Domain Name Variations Wednesday: URL Variations Thursday: Competitor Legal and Ethical Issues Friday: Competitor-Name Ad Groups Week 18: Make Prelaunch Double-Checks Monday: Budgets and Bid Prices Tuesday: Campaign Settings Wednesday: Keywords The Broad-Match Stomp Thursday: Verify Ad Destination URLs Friday: Launching Initial Ad Testing Week 19: Flip the Switch Monday and Tuesday: Launching All Your Campaigns at Once? Wednesday: Are Your CTRs igh Enough? Thursday and Friday: Are You Reaching Your Target Conversion Rates and Costs? Week 20: Perform Early Course-Correction Monday: Activating Additional Ad Groups Tuesday: Adjusting Ad Group and Keyword Bids Wednesday: Adding Keyword Variations to Winning Ad Groups Thursday and Friday: Adjusting Campaign Budget Limits Month 6 Optimize Your Campaign Week 21: Review Your Top-Level Reports.. Monday: Campaign and Ad Group Reports Tuesday: Network Distribution Reports Wednesday: Ad Performance Reports Thursday: URL Performance Reports Friday: Placement/Keyword Performance Reports Week 22: Review Your Deep-Level Reports. Monday: Search Query Reports Tuesday: Impression Share Reports Wednesday: Geographic Performance Reports Thursday: Placement Performance Reports Friday: Reach and Frequency Performance Reports

6 Week 23: Create Additional Useful Reports 236 Monday: Quality Score Reports 236 Tuesday: Demographic Performance Reports 236 Wednesday and Thursday: Google Analytics Reports 237 Friday: The My Change istory Report 238 Week 24: Act on Your"Data and Optimize Your Account 239 Monday and Tuesday: Improving Your CTR 239 Wednesday: Improving Your Quality Score 241 Thursday and Friday: Improving Your Conversion Rate 242 Chapter 10 Month 7 Test Ads by Using Advanced Techniques 247 Week 25: Implement Advanced Text Ad Design 248 Monday: Google Dynamic Keyword Insertion 248 Tuesday: Ad Sitelinks 253 Wednesday: Product Extensions 256 Thursday: Product Listings 257 Friday: Local Extensions 259 Week 26: Insert Ad Text Symbols 261 Monday: Bullets and Squares 262 n Tuesday and Wednesday: Multiple Characters in One 262 Thursday and Friday: Non-English Punctuation and Random Characters 263 m Z Week 27: Use Google Content Nontext Ads Monday and Tuesday: Static and Animated Banner Ads 264 Wednesday: Video Ads 266 Thursday: Mobile Banners 270 Friday: Banner Fatigue and Ad Rotation 272 Week 28: Perform Advanced Ad Testing 273 Monday: Set Up Split Tests, 273 Tuesday: Know What to Split Test 275 Wednesday and Thursday: Conduct Initial A/B Split Testing 278 Friday: Reflect on the Outcome of the Test 283 Chapter 11 Month 8 Test and Optimize Landing Pages 285 Week 29: Plan Your Tests 286 Monday: Prioritizing Test Elements 286 Tuesday: Testing eadlines 286 Wednesday: Testing Body Copy 288 Thursday: Testing Offers 290 Friday: Testing Other Elements of Your Landing Page 290 Week 30: Use Google Website Optimizer 294 Monday and Tuesday: Introducing Google Website Optimizer 294 Wednesday and Thursday: Tagging Pages for Google Website Optimizer 296 Friday: Validating Your Pages 298 Week 31: Conduct A/B and Multivariate Tests 298 Monday and Tuesday: Using A/B Split Testing 298 Wednesday and Thursday: Using Multivariate Testing 300 Friday: Choosing the Right Test Method 302 x

7 xxviii U O Week 32: Report and Interpret Results Monday and Tuesday: Reporting in Google Website Optimizer Wednesday and Thursday: Interpreting Test Results Friday: Reaching the End of Your Landing Page Testing Chapter 12 Month 9^-Migrate Your Campaign to Microsoft and Yahoo! Why Yahoo! Search Marketing and Microsoft adcenter Matter Different Look, Same Strategy Week 33: Understand YSM Differences and Advantages.... Monday: Standard and Advanced Match Types Tuesday: Geo-targeting Wednesday: Ad Types and Lengths Thursday: Ad Scheduling Friday: Demographic Targeting Week 34: Understand Microsoft adcenter Differences and Advantages Monday: Keyword Match Types Tuesday: Geo-targeting Wednesday: Ad Types and Lengths Thursday: Ad Scheduling Friday: Demographic Targeting Week 35: Create Google AdWord Exports Monday and Tuesday: Creating the Root CSV from AdWords Editor Wednesday and Thursday: Creating the Root CSV from Yahoo! Friday: Creating the Root CSV from adcenter Week 36: Upload and Fine-Tune Monday: Uploading into Yahoo! Tuesday: Troubleshooting Yahoo! Import Problems Wednesday: Uploading into adcenter Thursday and Friday: Reviewing Campaign Uploads Appendix A Advanced AdWords Editor What Is AdWords Editor? Getting Started Opening and Downloading Your Account Downloading Campaign Statistics Uploading Your Changes Navigating, Editing, and Expanding Your Campaigns Saving Time with AdWords Editor Find and Replace Detailed Ad Text Changes Spreadsheets Are Still Important Backup Files (AEA) Export Changes (AES)

8 Export Spreadsheet (CSV) 359 Global Edits 359 Upload to Yahoo! or MSN 360 Import Changes 360 Working with General Tools 360 Find Duplicate Keywords Tool 360 Keyword Grouper 361 Keyword Opportunities 362 Appendix B FacebookPPC 363 Getting Started 364 Targeting Facebook Ads 366 Managing and Reporting 371 Using Facebook Ad-Performance Reports 373 Index 379 n O Ẕ i m Z