Intro To Paid Search
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Intro To Paid Search in 30 Minutes. DAY CAMP. Today’s Quick Win: . Meet our guests!. @ fortin Drew Fortin Marketing Manager. @ briggsnh Mike Briggs VP Search at Website Publicity Group. @ cunninghamkelly Kelly Cunningham Inbound Marketing Consultant.

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Intro To Paid Search

in 30 Minutes

DAY CAMP

Today’s Quick Win:


Meet our guests!

@fortin

Drew Fortin

Marketing Manager

@briggsnh

Mike Briggs

VP Search at

Website Publicity Group

@cunninghamkelly

Kelly Cunningham

Inbound Marketing

Consultant


5 Week Paid Search Webinar Series

  • 7/13 | Intro to Paid Search

  • 7/20 | How to set up a Google Adwords Account

  • 7/27 | Campaign Management w/ Adwords Editor

  • 8/2 | Performance Metrics & Optimization

  • 8/10 | Advanced Tactics (Q&A Panel)


Housekeeping

A recording of today’s webinar, as well as the following resources will be posted to camp.hubspot.com:

  • Intro To Paid Search In 30 Minutes blog post on camp.hubspot.com/blog

  • Paid Search Resources and Education


Today’s Goal & Agenda

GOAL: Provide you with an overview of marketing with paid search in 30 minutes

AGENDA: For the next 30 minutes, we will walk you through the following items:

  • What is paid search?

  • How it works?

  • How can you benefit?


WHAT IS

PAID SEARCH


Paid search – “A type of contextual advertising where website owners pay an advertising fee, usually based on click-throughs or ad views to have their Web site search results shown in top placement on search engine result pages.” – webopedia.com


Paid Links

Organic

Search

Results

Paid

Links


You gotta

pay to play

Flickr Photo Credit: Juophoto


Content Network


HOW SHOULD

YOU USE IT


Test Landing Pages & Offers


Testing Landing Pages & Offers


Finding New Keywords


Get In The Game


Sometimes this is just as good.

Flickr Photo Credit: Images_of_Money


Compliment Inbound Marketing Efforts


HOW IT WORKS


Elements of Paid Search

Keywords

tennis shoes

best tennis shoes

discount tennis shoes

red tennis shoes

Ads

Landing

Pages


Pay Per Click (PPC)

Flickr Photo Credit: Darren Hester & Juophoto


Auction Style Bidding

Flickr Photo Credit: auction-cars.net


Get In The Game

$2.50

$5.00

$4.50

$2.45

$3.75

$2.40

$3.00

$2.35

$2.50

$2.30

$2.25

$2.25


Keyword Match Types

Exact

[red mens tennis shoes with velcro]

Phrase

“mens tennis shoes”

Broad

mensvelcro shoes


Account Structure = Efficiency

Campaign

Ad Group

Keywords

Ad Copy

tennis shoes

best tennis shoes

shoes for tennis

red tennis shoes

Shoes

Tennis Shoes

Walking Shoes

walking shoes

black walking shoes

mens walking shoes

walking shoes for women

Shirts

Polo Shirts

red polo shirt

golf polo shirt

polo shirt for golf

button down polo shirt


Account Structure = Efficiency

Campaign

Ad Group

$500/day

Keywords

Ad Copy

tennis shoes

best tennis shoes

shoes for tennis

red tennis shoes

Shoes

Tennis Shoes

$300/day

Walking Shoes

walking shoes

black walking shoes

mens walking shoes

walking shoes for women

Shirts

Polo Shirts

red polo shirt

golf polo shirt

polo shirt for golf

button down polo shirt

$200/day


Ad Copy (25, 37, 35, 35)

Title

Display URL

Description 1

Description 2

  • Destination URL

http://www.hubspot.com/the-science-of-blogging/? utm_medium=cpc&utm_source=Google-PPC&utm_campaign=search+blogging&utm_content=Blogging+For+Business&utm_term=blogging%20for%20business


Common Metrics

Impressions

Conversions

Cost

Clicks

Click

Through

Rate

Cost

Per

Click

Cost

Per

Acqu.

Conversion

Rate

$

$

%

%


Always Go For Quality (Score a 10!)

  • Quality Score Factors:

    • Historical clickthrough rate of keywords and ads

    • Your account history (ALL keywords and ads EVER)

    • The historical CTR of the display URLs in the ad group

    • Landing page quality and relevance

    • Keyword relevance to the ads in its ad group

    • Keyword & matched ad relevance to specific search query

    • Account performance in geo region where ad is shown

    • Other relevance factors


Paid Search In One Minute

  • PPC bidding

  • Account structure is critical

  • Go for quality and save $$$$$

  • Easy to waste money

  • Compliment inbound marketing

  • You don’t have to go it alone


Useful Paid Search Resources

  • http://www.ppchero.com/

  • http://searchengineland.com/

  • http://searchenginewatch.com/

  • http://adwords.blogspot.com/

  • http://adwords.google.com/support/

  • http://www.seroundtable.com/

  • http://www.alexlcohen.com/search-marketing/2009/01/05/26-useful-paid-search-blogs/


5 Week Paid Search Webinar Series

  • 7/13 | Intro to Paid Search

  • 7/20 | How to set up a Google Adwords Account

  • 7/27 | Campaign Management w/ Adwords Editor

  • 8/2 | Performance Metrics & Optimization

  • 8/10 | Advanced Tactics (Q&A Panel)


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