1 / 32

DAY CAMP

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.

allie
Download Presentation

DAY CAMP

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Intro To Paid Search in 30 Minutes DAY CAMP Today’s Quick Win:

  2. Meet our guests! @fortin Drew Fortin Marketing Manager @briggsnh Mike Briggs VP Search at Website Publicity Group @cunninghamkelly Kelly Cunningham Inbound Marketing Consultant

  3. 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)

  4. 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

  5. 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?

  6. WHAT IS PAID SEARCH

  7. 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

  8. Paid Links Organic Search Results Paid Links

  9. You gotta pay to play Flickr Photo Credit: Juophoto

  10. Content Network

  11. HOW SHOULD YOU USE IT

  12. Test Landing Pages & Offers

  13. Testing Landing Pages & Offers

  14. Finding New Keywords

  15. Get In The Game

  16. Sometimes this is just as good. Flickr Photo Credit: Images_of_Money

  17. Compliment Inbound Marketing Efforts

  18. HOW IT WORKS

  19. Elements of Paid Search Keywords tennis shoes best tennis shoes discount tennis shoes red tennis shoes Ads Landing Pages

  20. Pay Per Click (PPC) Flickr Photo Credit: Darren Hester & Juophoto

  21. Auction Style Bidding Flickr Photo Credit: auction-cars.net

  22. 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

  23. Keyword Match Types Exact [red mens tennis shoes with velcro] Phrase “mens tennis shoes” Broad mensvelcro shoes

  24. 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

  25. 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

  26. 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

  27. Common Metrics Impressions Conversions Cost Clicks Click Through Rate Cost Per Click Cost Per Acqu. Conversion Rate $ $ % %

  28. 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

  29. 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

  30. 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/

  31. 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)

More Related