SMX - Pump Up Your Paid Search

Session Info

Moderator: Anders Hjorth (Independent Consultant, Innovell)

Speakers:

• Richard Gregory
  COO, Latitude
• Anneli Ritari
  Senior Strategist, Travel, bigmouthmedia
• Nick Seckold
  Head of Search, MindShared Media UK Ltd
• Pete Walles
  MD Searchlight Digital, Searchlight Digital

Inhalt: Google begeistert mit der Aussage, eine erfolgreiche Werbekampagne mittels einer Kreditkarte und 5 Minuten Zeit online zu schalten. Dies ist nur bedingt richtig. Um eine wirklich erfolgreiche Kampagne zu schalten, muss man taktisch denken und vor allem Werbetexte und Zielseiten erstellen, die die Benutzer ansprechen. In dieser Session werden Tipps und Techniken für bereits professionelle Suchmaschinen-Marketers gezeigt um noch mehr aus den Suchmaschinen-Kampagnen raus zu holen.

Session Inhalt

• 10.30: Why is this topic important? We heard of financial crisis, with budget pressure a couple of things are going to happen. Overall there will be a shift of budget from paid marketing to SEO for a lot of companies.

• 10.33: there will be no more dump budgets, which means accounts takes the money, spends it and does *something* with it. there is going to happen something in the paid search. this means reducing costs, improving conversion. this is what the session is about

• 10.34:
  • Pete: how to pump up your CTR?
  • Nick: focussing on pumping up your ROI
  • Richard: focussing on quality score of keywords
  • Andrew: who is focussing on obstacles which prevent you from getting the best out of SEM.

• 10.35: Pete: Making the most of PPC, Introducing PAM-VAR

• 10.36: Pareto Anaysis of Multi-Variate Array Results “The pareto Principle: 20% of any system will generate 80% of that systems results”
  “You can test a fraction of the possible premutations and still generate useful and reliable data.” Sample size increases exponentially > 5 elements with 5 vatiations gives 3,125 permutations that you can test. We can test these a sample of 25

• 10.37: Taguchi testing. The key elements of his quality philoshophy are:
  1. taguchi loss function, used to measure areas of poor performance,
  2. Designing tests so that they are insensitive to parameters outside the testers control, and
  3. the use of an outer array of factors that are uncontrollable in real life, but are systematically varied in the experiment.

• 10.38: using a excel spreadsheet for testing the areas. CTR * Conversion Rate * 10,000 > show all versions of the array test evenly is very important for getting the right results.

• 10.40: Campaign had 4 variations of title, description and URL > Normal testing would take 64 adverts. With PAM-VAR testing it only takes 16 adverts. The results were great, within 10 weeks, 170k impression, 7.6 k clicks.
  original cost was $20 per conversion, afterwards it lowered to $5.

• 10.41: this doesnt just apply to ad copy, you can apply the same principles to landing pages too.

• 10.42: Watch the Searchlight Digital blog for news

• 10.42: Nick: Do bid management tools have an “achilles heel”? - Should I use a Bid Management-Tool?

• 10.44: Humans do: Keyword List creation, ad copy generationn, match type strategy, reporting insight, negative keyword strategy, landing page optimization, roi modelling, …

• 10.45: before you start you have to think about the campaign and it’s settings. how to deliver, where to deliver your ads, by which keywords.

• 10.47: Limitations: Awareness, Consideration, Preference, Purchase > Top Funnel Keywords, Brand Building keywords, Biding for placenemt.

• 10.48: case study, he suggests managing it manually you have more control than using a bid management tool.

• 10.50: the CTR and the CPC improved by managing the campaigns themself.

• 10.53: Andrew: if you don’t have the $$ volume that you are spending, forget it in paid search

• 10.54: Richard: Pump your quality score, Buy deep (Lower cost, better conversion, more work!), Group keywords (by product type, by conversion rate, by stage in the buying cycle), long tail changed with Google from 2004 to today.

• 10.56: PPC in 2008 From “Max Bid” to Quality Score. Broad Match is no longer evil, Landing Pages are twice as important, Importance of Account structure, CTR is almost as important as price, and sometimes you have to just buy it! Account history does affect as well.

• 10.57: Broad Match is back, but don’t foget the negatives! Tail terms take time to build QS, Gradually build out using Search Query reports. Use cheap terms to match to expensives ones (e.g. “capital one credit card”)

• 10.59: –VIDEO-TO-COME–

• 11.02: Account Structure,
  1. Break out more campaigns and ad groups,
  2. give brand its own campaign,
  3. create a “top terms” account for high volumes genereics;1. keep mis-spells separate - (and don’t use DKI),
  2. Negatives at ad group level,
  3. transition gradually

• 11.03: don’t change everything at once! You will kill your history when you do fundamental changes.

• 11.04: miss-spells are great, use them! you dont want DKI (dynamic keyword insertion) in your Ad text!

• 11.05: buying “quality score”, see it as a long term investment, start high and manage it down, try a burst strategy, combine with offline ad schedule … if you have one, “normalization”

• 11.06: you have to put money behind that testing!

• 11.07: you have to make sure that your CTR is better than those of your competitors!

• 11.08: But QS (Quality Score) isn’t everything! Great CTR doesn’t mean great conversion, ROI matters most, Track individual ad creatives through to conversion. Think conversion FIRST!

• 11.10:
  • Andrew: when you work with clients, in what range would you be improving the campaigns (in %)?
  • Pete: 10 - 20% on CTR, impact on ROI 8 - 20%.
  • Nick: main goal safe technology fee’s.
  • Richard: redo the account strucutre: 10 - 20% of improvement on CTR. but also depends on landing pages.
• 11.13: Andrew Girdwood: you need to have native speakers for advertisement if you advertise internationally.

• 11.15: You need structure to identify good campaigns

• 11.18: Tracking: Who has the tracking account? The client, many different clients, the search agency, the media planning agency, where is the biggest discount to be found (do you want to pay)

• 11.19: Will the tracking system determine any elements of the set up? Portfolio management systems.

• 11.19: Can the tracking system cope with more than one currency? On a single account. Change campaign strategies based on currency

• 11.20: Billing, Single bill or many bills. Is your finance team large enough to cope?