3. Housekeeping Items
Will the slides be available?
Yes! They will be available two ways:
Download them from our site, www.webmarketing123.com
Email PPCAnalysis@webmarketing123.com
#wm123
@bradleywjoe
4. Housekeeping Items
Will the slides be available?
Yes! They will be available two ways:
Download them from our site, www.webmarketing123.com
Email PPCAnalysis@webmarketing123.com
We want to hear from you!
@webmarketing123
#wm123
facebook.com/webmarketing123
#wm123
@bradleywjoe
5. Housekeeping Items
Will the slides be available?
Yes! They will be available two ways:
Download them from our site, www.webmarketing123.com
Email PPCAnalysis@webmarketing123.com
We want to hear from you!
@webmarketing123
#wm123
facebook.com/webmarketing123
Want to learn more?
Contact us for a complimentary PPC analysis. Details at end
of webinar.
#wm123
@bradleywjoe
6. Webinar Agenda
Extending to Yahoo! and Bing?
1 How you can maximize your reach and capture more potential customers
What is Contextual Targeting?
2 How the Google Display Network works to expand your campaigns
Remarketing 101
3 How you can set targets in Google Adwords to get better results
Key Takeaways
4 Master the 3 implementation tips to get started and get results immediately
#wm123
@bradleywjoe
7. Webinar Agenda
Extending to Yahoo! and Bing?
1 How you can maximize your reach and capture more potential customers
What is Contextual Targeting?
2 How the Google Display Network works to expand your campaigns
Remarketing 101
3 How you can set targets in Google Adwords to get better results
Key Takeaways
4 Master the 3 implementation tips to get started and get results immediately
#wm123
@bradleywjoe
8. 1 Search Engine Market Share
Yahoo! and Bing own 30% of the search market with over 160 million
unique searchers and 5 billion searches per month
Ask, 3% AOL, 1%
Bing, 14%
Yahoo, 16%
Google, 66%
Source: comScore, Inc. June 2011
#wm123
@bradleywjoe
9. 1 Benefits of Advertising with Yahoo! and Bing?
Advertise on Both Engines From One Platform
• Utilize 2 search engines with the ease of managing from 1 platform
• Microsoft adCenter handles all ad serving
#wm123
@bradleywjoe
10. 1 How can you extend activity to Yahoo! and Bing?
Where to start
Best Practice
• Start with Brand Campaigns and follow with your next best
performing non-brand campaigns
• Set your initial budgets at about 1/4 of your overall spend
How
• Use Microsoft adCenter Desktop (similar to AdWords Editor)
• Easy to import Google campaigns
#wm123
@bradleywjoe
11. 1 Differences Amongst the Search Engines
Two key differences when advertising on Yahoo! and Bing
• Negatives
In Bing/Yahoo!, negatives can be set only on phrase
match
In Google, negatives can be set on exact match
• Know Your Audience
#wm123
@bradleywjoe
12. Webinar Agenda
Extending to Yahoo! and Bing?
1 How you can maximize your reach and capture more potential customers
What is Contextual Targeting?
2 How the Google Display Network works to expand your campaigns
Remarketing 101
3 How you can set targets in Google Adwords to get better results
Key Takeaways
4 Master the 3 implementation tips to get started and get results immediately
#wm123
@bradleywjoe
13. 2 What is contextual targeting?
What are the key differences between Contextual and Search?
#wm123
@bradleywjoe
14. 2 What is contextual targeting?
What are the key differences between Contextual and Search?
• Search = targeting queries with keywords
#wm123
@bradleywjoe
15. 2 What is contextual targeting?
What are the key differences between Contextual and Search?
• Search = targeting queries with keywords
• Contextual = targeting content with themes
#wm123
@bradleywjoe
16. 2 What is contextual targeting?
What are the key differences between Contextual and Search?
• Search = targeting queries with keywords
• Contextual = targeting content with themes
• Use keywords and themes to find the best placements for your message
• The theme you choose will dictate the audience
• Target the most interested viewers who are predicted to be most actionable
#wm123
@bradleywjoe
17. 2 What is contextual targeting?
What can you expect from the GDN?
• Expectations:
• Your impressions will rise
exponentially, but you still only pay
when someone clicks on your ad
• You still have full control to modify
at anytime:
• Creative (ad)
• Keywords
• Bids
#wm123
@bradleywjoe
18. 2 What is contextual targeting?
Advance with ‘must have’ tips to strengthen your campaign
#wm123
@bradleywjoe
19. 2 What is contextual targeting?
Advance with ‘must have’ tips to strengthen your campaign
• Separate your campaigns
#wm123
@bradleywjoe
20. 2 What is contextual targeting?
Advance with ‘must have’ tips to strengthen your campaign
• Separate your campaigns
• Impressions will substantially rise
#wm123
@bradleywjoe
21. 2 What is contextual targeting?
Advance with ‘must have’ tips to strengthen your campaign
• Separate your campaigns
• Impressions will substantially rise
• Click through rate (CTR) will decrease
#wm123
@bradleywjoe
22. 2 What is contextual targeting?
Advance with ‘must have’ tips to strengthen your campaign
• Separate your campaigns
• Impressions will substantially rise
• Click through rate (CTR) will decrease
• Analyze domains where your ad is showing
#wm123
@bradleywjoe
23. 2 What is contextual targeting?
Advance with ‘must have’ tips to strengthen your campaign
• Separate your campaigns
• Impressions will substantially rise
• Click through rate (CTR) will decrease
• Analyze domains where your ad is showing
• Block those with high cost and zero conversions
#wm123
@bradleywjoe
24. Webinar Agenda
Extending to Yahoo! and Bing?
1 How you can maximize your reach and capture more potential customers
What is Contextual Targeting?
2 How the Google Display Network works to expand your campaigns
Remarketing 101
3 How you can set targets in Google Adwords to get better results
Key Takeaways
4 Master the 3 implementation tips to get started and get results immediately
#wm123
@bradleywjoe
25. Interest Based Advertising
Reach more of your audience with more relevant ads
Remarketing:
1 Reach users who
previously visited
your web site
Interest category
2 marketing: Reach
users based on their
interests
#wm123
@bradleywjoe
26. 3 What is remarketing?
Target specific behavioral groups of visitors
#wm123
@bradleywjoe
27. 3 What is remarketing?
Prepare steps to implement
#wm123
@bradleywjoe
28. 3 What is remarketing?
Set up your program in Google Adwords
#wm123
@bradleywjoe
29. 3 What is remarketing?
Cookie tips to master in your remarketing program
• Recommended cookie duration:
• Set a higher ad frequency with a short cookie life
#wm123
@bradleywjoe
30. 3 What is remarketing?
Cookie tips to master in your remarketing program
• Recommended cookie duration:
• Set a higher ad frequency with a short cookie life
• Capitalize on potential customer’s interests and better match the
buying cycle
#wm123
@bradleywjoe
31. Webinar Agenda
Extending to Yahoo! and Bing?
1 How you can maximize your reach and capture more potential customers
What is Contextual Targeting?
2 How the Google Display Network works to expand your campaigns
Remarketing 101
3 How you can set targets in Google Adwords to get better results
Key Takeaways
4 Master the 3 implementation tips to get started and get results immediately
#wm123
@bradleywjoe
32. Key Takeaways
• Diversify your paid search spend to Yahoo, Bing for optimal
revenue growth
• Implement contextual targeting on the Google Display Network
(GDN) to expand your reach
• Launch an effective retargeting campaign that will drive
qualified visitors back to your website and convert
#wm123
@bradleywjoe
34. Register for a Customized PPC Analysis Today!
PPC Ad Audit:
• Improve Your Current Ads: Learn how to increase quality score, lower cost-per-click,
improve ad rank, and drive more traffic
• Competitor Campaign Strategy: Discover what your competitors are doing to segment
and optimize their paid search campaigns
PPC Campaign Tune-Up:
• Opportunity Analysis: Identify the quick wins in your current campaign as your Search
Marketing exec walks you through a 30 day campaign report
• Establish the Right KPIs: Each business is unique, therefore metrics need to be tailored
to correctly measure outcomes. Learn which KPIs make the most sense for your
business.
• Offer and Headline Analysis: Examine your current headlines and calls to action and
determine which ones work (and which don’t)
Please contact:
ppcanalysis@webmarketing123.com
#wm123
@bradleywjoe
Hinweis der Redaktion
Pie graph more effective
Assumptions: audience does no PPC or limited to just paid search on Google
Set this budget slightly less than Google -> important to test Example of brand and non brand. Don’t forget to update any tracking!
EXAMPLE and why that effects you! If you are sunglass shop and you put ‘glasses’ as a negative bc it is too broad, you’d be blocking your ad from showing up on ‘sun glasses’ where as in Google your ad would only be blocked if someone just searched ‘glasses’. Where do your users search (Bing = consumer, Yahoo = old school, Google = sophisticated)
Assumptions: audience does no PPC or limited to just paid search on Google
Assumptions: audience does no PPC or limited to just paid search on Google
Assumptions: audience does no PPC or limited to just paid search on Google
Not only do content pages offer additional Moments of Relevance, but they represent a large part of a user’s online experience. Content pages continue to dominate the share of time users spend online. Today, users spend about 47% of their time online on content pages, and only 5% of their time on search pages. That’s nearly half their time online devoted to content. And you can see on the right that this trend has continued up and to the right. It’s no question that advertisers miss out on opportunities to reach additional customers by not having a presence on the web. === Additional note: With the content network, you get access to not just content pages, where users spend almost half their time, but you also reach users on communication and commerce pages as well. Examples of communication sites are: Email (Gmail), Social networks (like MySpace and dozens of other social networking sites in the GCN), and other media like instant messaging, online chat, etc. Examples of commerce sites are any web site where users can make online purchases, like Amazon.com
In a recent study, display advertising led to a 155% increase in searches for brand and segment terms. 43% of consumers who saw a joint display and search campaign subsequently made an in-store purchase
Assumptions: audience does no PPC or limited to just paid search on Google
Assumptions: audience does no PPC or limited to just paid search on Google
Assumptions: audience does no PPC or limited to just paid search on Google
Assumptions: audience does no PPC or limited to just paid search on Google
Assumptions: audience does no PPC or limited to just paid search on Google
Assumptions: audience does no PPC or limited to just paid search on Google
Points to note: -Remarketing is now available worldwide (except in Japan) -Can now include placement and keyword targeting to your retargeting campaign (i.e. retarget users on specific pages/pages talking about specific topics vs. all of the GCN or YT) -Boomerang remarketing lists (DoubleClick) are now free… use these instead of AdWords pixels.
Assumptions: audience does no PPC or limited to just paid search on Google
Assumptions: audience does no PPC or limited to just paid search on Google
Assumptions: audience does no PPC or limited to just paid search on Google
Assumptions: audience does no PPC or limited to just paid search on Google