Search Engine Marketing (PPC)

Search MarketingAdWords:

An Introduction by Rhys Downard – Media Rocket Digital

www.mediarocket.co.za

What we are about to coverWhat is Search Engine Marketing (SEM)Functional items of SEM

AdWordsSearch NetworkDisplay Network

Planning an SEM campaignKeywords: Using the Keyword plannerCreating Campaigns and AdGroupsWriting great AdsConversion OptimisationTactical targeting


What is Search Engine Marketing?“SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads on search engines”• AdWords• Bing Ads• Yahoo: Search Ads



Why do we care about Search?

• Google processes over 40 000 search queries every second on average• This means there are over 3 Billion Searches per day


Search is BIG

http://www.internetlivestats.com/google-search-statistics/http://searchengineland.com/google-1-trillion-searches-per-year-212940

http://www.internetlivestats.com/google-search-statistics/

http://www.internetlivestats.com/google-search-statistics/

AdWordsFor the purpose of this discussion we will be focusing on AdWords by Google


AdWordsGoogle


Search AdvertisingTargeting Users a the point of Search:• AdWords Search Network• AdWords Display Network• YouTube• Bing Search Ads• Yahoo Search Ads


AdWords Elements• Objectives• Targeting• Cost• Tactics• Optimisation


Building a Campaign


• AdWords is based on Keywords and search phrases that users may use in a search engine such as Google

• Advertisers can use the AdWords network to create plans, set budgets and display their ads contextually to users who search for terms that a business is targeting

• This can happen in Google or on search partner sites


How AdWords Work


Where can your ad appear?

• Display advertising lets you• Create all types of ads - text, image, interactive and video

ads.• Place those ads on websites that are relevant to what you’re

selling.• Show those ads to the people that are likely to be most

interested.• Manage and track your budget, campaigns and results as you

go.


The Display Network


You can place ads in a variety of formats

Targeting

AdWords Search• Keywords• Location• Bidding• Language

AdWords Display• Keywords• Interests• In-Market Segments• Specific Placements• Topics


When to use

AdWords Search• Great for conversion• Good when budgets are

limited• Use when a direct ROI is

required/specified

AdWords Display• Good for reach and

awareness and moderate for conversion

• Requires a decent budget


• Reach people at the precise moment they are searching for your offering

• Control your budget• See exactly what is working and build on it


Benefits of AdWords


AdWords Structure

Targeting



KeyWords ResearchKeywords are words or phrases that match ads with a customer’s search


Tips


Keyword Types

Broad• General• Good reach• Low conversion• High Cost • High

Competition


Phrase• Moderately

specific• Moderate reach• Good conversion• Moderate cost• Moderate/High

competition

Exact• Highly specific• Low reach• Good conversion• Low cost• Low/Moderate

competition

Modified Match• Modified General• Good reach• Moderate

conversion• Low cost• Low/Moderate

competition


BudgetsBudgeting and Bidding


• You can:• Assign a daily budget• Set a Max Cost Per Click• Adjust bids based on Keyword competition and campaign

performance• Create shared budgets and AdWords will optimise


AdWords and Budget

Types of bidding

Cost Per Click• Willing to spend X per

every click within a fixed budget

• Specific to Search Campaigns and can be used in Display campaigns

Cost per Mille• Cost per thousand

impressions• Used in display

advertising only


• Clicks• Optimise to get clicks• Focus on CTR (Click Through Rate)• Automatic bidding: System will bring the max clicks through at

your budget• Conversions

• Tell AdWords what you are willing to pay per conversion• Requires a CPA (Cost per acquisition) which means conversion

tracking must be set up and data collected for a period of time


Bidding Optimisation

Summary for building a campaign


Tactical targetingThink like a user


Search Intent• Informational• Navigational• Transactional


Search Funnel• Target keywords for different

campaign depending on where a user is in the search funnel

www.mediarocket.co.zahttps://www.pinterest.com/pin/217861700695869384/


Search Funnel Example

http://www.semantics-blog.com/wheres-waldo-part-2/

RemarketingPredominately used for display but can be used with the Search Network Only – All Features setting


Optimisation


Optimising your AdWords Campaign• Quality Score• Bid Management• Ongoing research


Why do we optimise

Ad Rank• Bid• Quality Score• Position in results

Conversion• User experience• Objective orientation• Maximise return



Ad Rank: Bid x Quality Score

• Know what you are tracking. E.g.• Form conversions• Sales• Social shares

• Ensure your tracking code is placed on the tracked item


Conversion Optimisation

• Campaign or AdGroup specific landing pages!• Create pages that are targeted to a specific campaign or

AdGroup to increase:• User expectation and experience• Keyword Quality Score• Conversion specific – No Distractions• Multiple conversion points – Don’t lose users


Conversion Optimisation

Example

AdGoup A: Buy Tennis Shoes• Buy tennis shoes page• Content specific to tennis• Relevant to the user search

intent where they want to:• Buy• Tennis• Shoes

• Increase in relevancy = increase in Quality score, user experience and conversion

AdGoup B: Buy Soccer Shoes• Buy soccer shoes page• Content specific to soccer• Relevant to the user search

intent where they want to:• Buy• Soccer• Shoes

• Increase in relevancy = increase in Quality score, user experience and conversion


AdWords Extensions



• Extensions add extra dimensions to ads. It allows users to take a different course of action or a direct from add conversion:• Location extensions• Site - link extensions• Call extensions• App extensions• Review extensions• Callout extensions


Extensions


Extensions Example


Running Experiments