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Amazing Paid Search Tactics & Tools Jennifer Slegg
JenniferSlegg.com @jenstar
Jennifer Slegg JenniferSlegg.com @jenstar Jennifer Slegg Owner
of JenSense Blogs on search marketing at JenniferSlegg.com
Consulting for SEO, PPC, content marketing & content
monetization Twitter: @jenstar Email: [email protected]
Jennifer Slegg JenniferSlegg.com @jenstar
Jennifer Slegg JenniferSlegg.com @jenstar AdWords Targeting by
Income Based on neighborhood incomes from IRS data. Tailor ads to
specific incomes. Lower income look for deals and sales. Higher
income look for quality and service.
http://3qdigital.com/featured/household-income-targeting-
adwords-yup/
Jennifer Slegg JenniferSlegg.com @jenstar AdWords Targeting by
Income Lead Gen AdWords Campaign Targets middle class 3 weeks (May
14 June 3) No bid modifiers used based on income at this time
Jennifer Slegg JenniferSlegg.com @jenstar AdWords Targeting by
Income Courtesy Susan Waldes @suzyvirtual
Jennifer Slegg JenniferSlegg.com @jenstar AdWords Targeting by
Income Significantly higher brand searches by lower income (bottom
50%) Possibly due to television campaign that reinforced branding
Also had highest CTR (11.33% CTR) Non-brand top 10% vs bottom 50%
CPL is $20 different Only about 50% of searches could Google income
target Seemed to be equally split between Google and partners
Jennifer Slegg JenniferSlegg.com @jenstar Sitelinks Shorter
Sitelinks perform better (12 characters NOT 25)
Jennifer Slegg JenniferSlegg.com @jenstar Sitelinks Things like
and can make it stand out For marketing, you CAN link to your
Pinterest, YouTube, Instagram or Tumblr accounts. Dont forget
grammar 101
Jennifer Slegg JenniferSlegg.com @jenstar Bending the Rules
Watch competitive keywords to see what interesting tactics are
being used in competitive market areas. Payday loans Car insurance
Loans Mortgage Credit cards Mesothelioma Dont break the TOS. But
ask your account rep if it is a beta test you can join.
Jennifer Slegg JenniferSlegg.com @jenstar Negative Keyword
Campaigns If you run a huge negative keyword list, run the best of
the negatives keyword campaigns at rock bottom PPC. Keywords with
low conversions Semi-targeted keywords Negatives by location Oops
keywords Also gives a second look to any keywords that may have
been added to negative keyword list accidently or by another PPC
manager
Jennifer Slegg JenniferSlegg.com @jenstar Negative Keyword
Campaigns B2C market targeting parents We chose 100 keywords in
negative keyword list Keyword1 3.8% CTR; ROI higher than average
Keyword2 2.9% CTR; ROI higher than average Keyword3 2.3% CTR; ROI
average Group of dozen or so 2.0%+ CTR However, there were some
that performed >0.5% CTR that we removed quickly
Jennifer Slegg JenniferSlegg.com @jenstar Negative Keyword
Campaigns B2B tech market We chose 85 keywords from negative list 1
keyword 6% CTR with double average ROI Now one of their best
performing keywords 3 keywords 2-3% CTR with average ROI Deleted
the remainder and added back to negative list
Jennifer Slegg JenniferSlegg.com @jenstar Negative Keyword
Campaigns Why these keywords were in the negative list: Error in
cut and paste That is not how we refer to our product/market
Regionality errors (pop/soda/sodapop)
Jennifer Slegg JenniferSlegg.com @jenstar Vanity Campaigns You
know your ad copy works & converts best BUT that stubborn owner
who insists HIS ad copy is better! Instead of banging your head
against that wall, create a quick vanity campaign Select keywords
(what the boss searches for when he wants to see his ad
fortunately, they are seldom the money ones) Geotarget as close to
his office and home as possible
Jennifer Slegg JenniferSlegg.com @jenstar Mobile Design Flaws
Dont believe a site is mobile friendly Chrome mobile emulation tool
NEW tool from Google (May 2014) Login to Google Webmaster Tools
Site must be verified
https://www.google.com/webmasters/tools/googlebot-fetch Mobile:
Smartphone; Mobile: XHTML/WML; Mobile cHTML
Jennifer Slegg JenniferSlegg.com @jenstar Mobile Design
Flaws
Jennifer Slegg JenniferSlegg.com @jenstar Mobile Design Flaws
Change in Googles natural search means if your organic competitors
are doing it wrong, paid ads can benefit more.
Jennifer Slegg JenniferSlegg.com @jenstar Quick List of Never
Ever
Jennifer Slegg JenniferSlegg.com @jenstar Clickfraud
prevention
Jennifer Slegg JenniferSlegg.com @jenstar Current Events Fail
Always add negative keywords based on current events or disasters
with content ads Car ads on Paul Walker death articles Cruise line
ads on Costa Concordia disaster At best, they wont get clicked At
worst, someone will report your ad showing up on an inappropriate
article as news
Jennifer Slegg JenniferSlegg.com @jenstar Survey Says.
Jennifer Slegg JenniferSlegg.com @jenstar And finally.
Jennifer Slegg JenniferSlegg.com @jenstar Jennifer Slegg Owner
of JenSense Blogs on search marketing at JenniferSlegg.com
Consulting for SEO, PPC, content marketing & content
monetization Twitter: @jenstar Email: [email protected]