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Copy of Paid Search, Part 2

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Prezi Training

on 13 June 2015

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Transcript of Copy of Paid Search, Part 2

Part 2 - Account Organization
Paid Search Marketing
Account
Organization

One business per Account.
One business goal or
tactic per Campaign.
One theme
per AdGroup.
Only closely-related Keywords in an AdGroup.
Only Ads closely-connected to the AdGroup's Keywords.
Accounts are limited to:
500 campaigns
20,000 adgroups/campaign
5000 keywords/adgroup
50 text ads/adgroup
3 million keywords
General business goals:
Driving traffic
Branding and building awareness (impressions)
Profit -- ROI/ROAS
Campaign-level decisions:
Geographical location
Language
Devices (mobile/desktop)
Daily budget
Bidding strategy
Ad delivery
Ad extensions
Everything is testable. But limit yourself at first.
Geographical Location
Do most of your high-value registrations come from only a few countries or states? Segment and exclude appropriately.
Device
Do you have a mobile-optimized landing experience? No. Then exclude mobile users.
Bidding Strategy
AdWords offers a variety of bidding styles for its auctions. These are set at the campaign level.

You should test which ones work best for you by duplicating a campaign. This is the only time it's ok to compete versus yourself.
Focus on Clicks (Manual)
Default method
Requires a default Maximum CPC for each keyword
Compatible with advanced features
Hardest to manage long-term
Focus on Clicks (Adwords Managed)
aka "Budget Optimizer"
will maximize clicks/traffic based on budget; good for keywords early in the buying funnel
you can set a CPC bid limit; make sure it's lower than max CPC bids in broad-match manual campaigns
do not use if different keywords tend to generate different revenue
Enhanced CPC
optional setting for either Focus on Clicks methods
Google adjusts bids based on likelihood of conversion (requires tracking)
Google can raise bid by 30% above max CPC and lower by 100%
Tends to increase overall conversion rates, but sometimes fails
Focus on Conversions
"Conversion Optimizer"
requires 15 conversions in 30 days to start working
requires tracking
you enter CPA goals per AdGroup, and it adjusts bids to meet these goals
still charged on a CPC basis
you set your goal using either max or target CPA
Max vs. Target CPA
Max CPA is the most you're willing to pay for a conversion
Actual CPA can be much lower
Target CPA is the average you wish to pay
Target CPA, most studies suggest, tends to generate more conversions (though this isn't always the case)
Target CPA is also easier to manage conceptually; you know what traffic is worth and can apply a margin
You should typically start with Focus on Clicks (Manual), and then test other options once you've gathered conversion data.

To protect yourself, set small daily budgets.
Sounds good. But how do I determine my default max CPC?
You need the following data (which may vary by product):
Registration rates: registrations / new visits
Conversion rate: purchases / registrations
Projected LTV (per conversion or registration)
Product margins
Begin with an arbitrary number of registrations (e.g. 10,000 or the number of registrations for a product in a month)
Determine the number of visits/clicks by dividing the registrations by the reg rate (e.g. 10,000 / 10% = 100,000 visits); we'll need this in a minute
Determine the number of conversions by multiplying the regs by the conversion rate (e.g. 10,000 & 20% = 2000 conversions)
Multiply the number of conversions by the pLTV of a conversion to determine the projected revenue (e.g. 2000 * $159 = $318000)
Registrations
Visits/Clicks
Conversions
Proj. Revenue
Multiply the projected revenue by the product's profit margin (excluding advertising); this makes bids more conservative (e.g. $318,000 * 95% = $302,100)
Gross Profit (before advertising spend)
Divide the gross profit before advertising spend by the number of clicks ($302,100 / 100,000 = $3.02)
Gross Profit/Click
Divide the gross profit / click by your desired return on advertising spend to get max CPC (e.g. $3.02 / 200% = $1.51 max CPC). Remember: 100% ROAS means you only cover your marketing expense.
Max CPC
Projected Spend = max CPC * visits/clicks
Proj. Cost / Reg = Proj. Spend / registrations
Proj. Net Profit = Gross Profit - Proj. Spend
Other projections
Matchtype Campaigns
If you're starting with a focused budget where ROI matters:
Campaigns with only modified broad match ad groups
As you determine high-volume/quality keywords, add them to adgroups in exact match-only campaign
Exact campaigns should have higher bids than modified broad match since they're more likely to be better traffic
Broad Match Campaigns
No longer recommended unless you've got money to blow on gathering data. No matter what, set with the lowest bids.
Negative Keywords
Use at campaign & adgroup level to filter out irrelevant searches and to drive traffic toward best possible ad and landing experience (which may be in a different adgroup or campaign). Not necessary in exact match campaigns.
Negative Broad Match
stops ad from showing if keyword is anywhere in search query
ignores misspellings or plurals
order doesn't matter if you use multiple words
can have greatest impact on CTR (good & bad)
Negative Phrase Match
must match phrase in exact order
doesn't cover singular/plural and misspellings
Negative Exact Match
only prevents ad if search query exactly matches negative keyword
Part 3 - Writing Ads
Writing Ads
Remember: it's all about relevance.
Paid search is about a series of handshakes from query to keyword to ad to landing page.
Relevant ads attract relevant users, which improves:
CTR
traffic quality
conversion rates
Quality Score
CPC & total spend
Ad copy should be relevant to every keyword in the adgroup. If it's not, either change the ad or split up the adgroup.
Anatomy of an Ad
(Part One)
Headline --> 25 characters
Description Line 1 --> 35 chars
Description Line 2 --> 35 chars
Display URL --> 35 chars
Destination URL --> 1024
You can write the description lines as 2 sentences with separate ideas, one 70-character sentence, or a series of fragments.

Note that if your first line ends with a period, and the ad is in a top position, Google may combine the headline and description line 1 into one sentence.
Editorial Guidelines
No misleading ads
Proper capitalization
Proper grammar and spelling
Must back competitor claims on landing page
Claims about price or special offers must be accessible within a couple clicks
Proper and non-excessive punctuation (no exclamation mark in headline)
Avoid superlatives unless you can back them up
What makes an ad compelling?
Engaging copy with which the consumer can identify
Understandable language
Clear benefits & features
Strong CTA
Offer a Unique Value Proposition
There could be dozens of competitors in the auction -- and who thus appear next to you n the SERP.

What makes your product or service different or better?

Come up with a list and then test them in ad copy.
CTAs Should Be Strong, Specific & Exciting
When possible, avoid generic CTAs like "click here" or "subscribe to our newsletter."

Experiment instead with energetic verbs such as "discover," "play," or "create."
For example, "Create beautiful presentations today."
If you do use generic verbs, combine them with unusual predicates: "Sign up for insider tips."
CTAs are Handshakes
The language you use in your CTA should appear on the landing page, preferably in a prominent CTA.

The greater the semantic handshake between ad and landing page, the higher your conversion rates.
Always Appeal to BOTH Logic & Feeling
Relevancy (and thus quality score) demands that your ad logically answer your searcher's query and intent.

At the same time, though, you'll see higher clickthrough & conversin rates if you also connect to the visitor's emotions.
People desire many things...
and do their best to avoid many others...
What desires or needs does your product or service meet?
What does your product help people avoid?
Remember the Search Intent
What problem is the searcher trying to solve?
What information are they looking for?

Your ad (and by extension product) should provide the answer they're looking for.
Write ads that the searcher will understand.
Features Inform
Easily identifiable facts about the product or service
Typically used when comparing products
Especially useful during the feature phase
Benefits Sell
How will this improve the searcher's life? What will it do for me?
Typically appeal to emotions
Different customer segments care about different features & benefits
You can turn a feature into a benefit by adding "so" or "to" or "will" to the end of it. For example: "Prezi has a zooming UI that will captivate and impress audiences -- and your boss."
Ask yourself: does the searcher know the terms and jargon I take for granted?

They may, if they've researched features, but often they won't.
Full transcript