3. Paid
Advertising
1. Keyword Planner Tool
2. Setting up a Campaign
3. Social Advertising
4. Final Review
1. Strategy - Website
2. Organic Presence
3. Paid Media
4. History of Pay Per Click Advertising
• February 1998 – PPC model presented at
TED Conference in California.
• December 1999 - Google implemented
search engine advertising.
• October 2000 - The Google AdWords
system was introduced.
• Early 2002 - PPC was introduced; until
then, advertisements were charged at
cost-per-thousand impressions (CPM)
5. What is Google Adwords?
• Demand side platform (DSP)
• Real time bidding (RTB)
• Paid search, not organic
• Ads appear as “paid” search results or as
“sponsored links”
• Ads are only shown when a “revelant” search is
made
– “Relevance” is determined based on settings. We will
cover this in a bit.
6. How does it work?
• You choose relevant key words
– Search term: word or phrase
• When a prospective customer searches
using these keywords, or something
related to them, your ads are put into
auction along with those of others.
– Person with the highest quality score and the
highest max bid is listed first.
16. Creating a keyword plan
• Add keywords to a list by clicking the blue
box with arrows to the right of your screen
• Keywords will be saved to a plan
• Only pick keywords that represent correct
searcher intent (next slide)
17. Selecting the right keywords
• The first word on the
list is “business
administration”
– This is too broad
– It likely doesn’t denote
a search where the
person is seeking a
degree
22. Keyword research is art and
science
• The difference between great keyword
research and poor research is the
researcher’s ability to identify the correct
set of keywords.
• Google’s tool is designed to sell you
advertising
– Always play with the numbers by adjusting bid
price and observing how the estimates
change.
23. How does it work?
• You choose relevant key words
– Search term: word or phrase
• When a prospective customer searches
using these keywords, or something
related to them, your ads are put into
auction along with those of others.
– Person with the highest quality score and the
highest max bid is listed first.
24. Quality Score
• Quality scores are a numerical representation
of how relevant your keywords is to your ad
and corresponding landing page.
• If you search on Google for “pizza recipe”
and you are shown an ad for “Top 1000
Recipes” and when you click it you are
directed to a page with books for sell…
– This is not very relevant.
– This would receive a low Quality Score
25. What Impacts the Quality Score?
• Historical Performance/Click Through Rate (CTR)
– Account
– Campaign
– Ad Group
– Keyword
– Display URL
•Relevance
– Keyword to Ad / Ad Group, Ad Group to Landing page
26. Text Ads
• Headline no longer than 25 characters
• 2 Description lines—no longer than 35
characters
• URL: Where do you want the person who
clicks to go. (No longer than 1,024
characters)
– Should be a landing page which is relevant to
your text ad
– Don’t use the home page unless it provides
details similar to what you are advertising
27. Helpful Tips for Creating Ads
• Highlight your unique strengths
– Offer, product, etc.
– Free shipping, large selection, etc.
• Include prices, promotions, exclusives if
applicable
• Tell customers what they can do using strong
verbs
– Purchase, call today, Order, Sign up, Get a quote,
etc.
– Create several ads per ad group and measure
performance using analytics
29. Organizing your Adwords
Campaign
• Plan out your campaign structure – Topics, keywords
– You can have several campaigns for specific purposes
– Create AdGroups and Keywords for each topic
– Remember your list of ads or adgroup will correspond to
the related keyword list:
Ad 1
Ad 2
Ad 3
Keyword 1
Keyword 2
Keyword 3
30. Example Bike Shop
– Bicycles (Campaign)
• Road (AdGroup)
– Race (Keywords)
– Recreational
– Hybrids
• Mountain (AdGroup)
– Full Suspension
(Keywords)
– Hard Tail
– Single Gear etc.
– Clothing (Campaign)
• Men’s (AdGroup)
• Women’s
• Children’s
– Parts (Campaign)
– Accessories (Campaign)
– Repair Service (Campaign)
31. Adwords Keyword Match Types
• Google adwords has 4 types of keyword matching.
• When you build your campaign you can set the
type of matches.
• They make it a little hard because they want
everyone to run on the default.
– Broad Match
– Modified Broad
– Phrase Match
– Exact Match
32. Exact match
• Exact Match [Men’s Shoes]
– Potential searches:
• Men’s shoes
– Exact match will dramatically increase your
campaign management time. You have to
monitor performance because you limit your
search potential.
– Typically people run a large number of exact
match keywords.
33. Phrase match
• Phrase Match “Men’s Shoes”
– Potential searches:
• Men’s shoes cheap
• Formal Men’s shoes
• Used Men’s shoes in Salt Lake City
– Phrase match require the keyword phrase to appear
in the correct order somewhere in the search.
– This is a great way to capture geo-targeted searches.
“Men’s Shoes Salt Lake City”
34. Modified Broad
• Modified Broad Match +Men’s +Shoes
– Potential searches:
• Men’s inexpensive shoes
• Men’s formal shoes
• Local Men’s wedding shoes rental
• Get rid of smell in shoes that are men’s
– Modified broad should be used to increase
click volume.
– You should exhaust potential with Phrase and
Exact First
35. Broad Match Type
• Broad Match Men’s Shoes
– Potential searches:
• Women’s shoes
• Formal dresses
• Man‘s flip flops
• Horse shoes
– Broad is the default
– Google wants your money
36. Build / Launch / Optimize
• You begin building your campaign by using
the keyword planner or other research tools
to discover keywords and build relevant ads.
• You then launch your campaign and make
sure your budgets are set at the campaign
and keyword levels.
• After 24-48 hours you evaluate your
campaign and make necessary changes.
– Bid prices / change ads / adapt landing pages
37. Google Display Network (GDN)
• Google Display network is a large group of
websites and other products (email,
applications) who have partnered with
Google through their Adsense program to
show ads for revenue on their sites.
– Related sites
– Unrelated Sites
– Youtube
– Gmail
38. How Effective??
• Have you ever seen
a text ad in place of a
picture ad?
– This was created as a
way for google to
increase revenue
– Not as effective in
converting
39. Obermutten
• Small Village in Switzerland
• 44,600+ Likes on Facebook
• Mayor personally responded
each and every comment.
• Printed and posted profiles of
each person that liked their
page.
40. Planning Social Strategy
• Step one is always defining your demographics
and building a profile.
– What networks do our target users use regularly?
– How competitive is the network in terms of grabbing
focus from the users?
– How often does your user use the social network?
• Some user groups will “trust” certain social
networks.
• We tend to trust social networks for different
reasons.
41. Planning your campaign
• In order to offer significant value, from
here forward we are going to specifically
use Facebook as a focus for the
discussion.
42. Planning your Campaign
• Remember that marketing on Facebook is
similar to spreading ideas at a party.
– How do you plan to engage your users?
– Remember that your users aren’t seeking
your information.
– Build trust and value.
– Seek interactions that will build familiarity.
43. What is your goal conversion?
• Some common conversions on Facebook
include:
– Likes – building a following
– Comments on content
– Conversations
– Clicks to a tab (Facebook page)
– Clicks to a Facebook page
– Clicks to an external page
• Note: There is a significant difference in click through rate between like ads,
clicks to a Facebook page and clicks to an external page.
44. Developing Content for Social
Media
• One way to approach Facebook (or other social
networks) is to treat the content you produce like
you would a friendship.
• Do you say the same things to a friend every time
you talk?
• Is the tone of every conversation the same?
• Was there an experience that drew you closer?
• What makes you angry about your relationships?
45. Guides to Posting on Facebook
• Develop a publishing calendar that include
variables and stick to it.
– Create different types of posts for different
days or times.
• Trivia, conversation, news, about the company,
etc.
– End your posts with a question. People won’t
talk back if they aren’t supposed to..
46. Guides to Posting on Facebook
(Cont.)
– Get creative with contests and competitions
– If you don’t have something interesting to say,
don’t say anything at all.
– Give and don’t always try to take. Some
experts say 7:1 is a good ration of info:ads
47. Deploying Social Content
• When do you post?
– Some industries are popular during the week
and some on weekends. Most are popular on
weekdays
– What time of day are you posting? Think
about your demographics
– Some demographics can handle higher
frequency of posts and some need less.
51. Recap
1. Choose Keywords wisely. What you think
people are searching for may not be what
they are. Use the tools that are out there
to make good decisions
2. Be cautious of the type of campaigns you
run. Don’t go with the default. Google
would love to take all of your money. It is
not a “Set it and forget it” platform.
3. Be thoughtful with Social Media. Set a
calendar, and cater to the people your are
trying to reach.
4. TRACK EVERYTHING, REVIEW THE
DATA AND USE IT TO PIVOT WHEN
NEEDED
You begin with a hunch but you finish with empirical data.
Channels drive each other and there is no one channel that can sustain your business. Understand your channel mix. Know what drives one channel or another.
