The document discusses keys to search engine marketing success, including quality scores, keyword research, landing pages, and ad testing. It emphasizes the importance of quality scores in determining ad placement and costs, and ways to improve quality scores through optimizing keywords, landing pages, and ad testing. Properly optimized elements like relevant landing pages that satisfy user needs can lead to increased conversions.
1. KEYS TO SEARCH ENGINE MARKETING SUCCESS
| QUALITY SCORES | KEYWORD RESEARCH | LANDING PAGES | AD TESTING |
2. GARY HENDERSON
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
3. QUALITY SCORE OVERVIEW
• Quality Score - Google’s opinion of how relevant your ads, keywords,
and landing pages are to what people are searching for.
• Higher Quality Score = Better chance of ad success
• CPC is important, but Google weighs CPM (cost per thousand
impressions) more heavily -- that’s where its revenue comes from.
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
4. HOW QUALITY SCORE IS CALCULATED
• Past CTR of keywords and ads
• Relevance of your destination URL
• Keyword relevance
• How relevant a keyword is to your ad and what people are
searching for
• Google’s perceived quality of landing pages
• Geographic performance
• Performance of ads on different devices
•Different scores for different devices
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
5. BENEFITS OF A HIGH QUALITY SCORE
Cost per Click
Top-of-Page Bid Estimates
Average Ad Positions
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
7. IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH
•“Bucket” your keywords-- group together by similarity and goals
•Utilize website analytics to discover which keywords you rank well for/are receiving traffic
from and use them in your ads.
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
8. IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH
• Examine Google’s generated titles and descriptions to find keywords that
Google may be including in your titles/descriptions.
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
9. ELEMENTS OF SUCCESSFUL LANDING PAGES
• Reaches the right person with the right message
• Gives information that satisfies the visitor’s desire (answers a question or
solves their problem, etc.)
• Call-to-action and form clearly presented above the fold
• Strong headline
• Remove any unnecessary form fields
• PROVIDES INCENTIVE TO CONVERT
• Discount, download, contest, etc.
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
10. LANDING PAGE PLANNING AND IMPLEMENTATION
• Existing webpages can be used as landing pages as long as they
are highly relevant to the search term.
Search Term
Coastal Carolina
football tickets
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
11. LANDING PAGE PLANNING AND IMPLEMENTATION
• Create/point to unique landing pages for each ad group/campaign
• Determine your overall goal and type of conversion
Goal Measure of Success
Lead generation Number of submitted forms
Sales Revenue generated from page
Disseminate information Time on page/number of visits
Email sign-ups Number of email addresses gathered
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
12. BAD LANDING PAGES
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
13. BAD LANDING PAGES
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
14. GOOD LANDING PAGES
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
15. GOOD LANDING PAGES
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
16. CREATING EFFECTIVE ADS
• Determine highest value landing pages based on average value, per visit value, and number
of transactions
• Use secondary dimensions to determine conversion keywords and use them to write ads that
lead to your highest-value landing pages
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
17. ONGOING OPTIMIZATION
• Sort by impression
share and examine
keyword ad triggers to
determine conversion
keywords
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
18. ONGOING OPTIMIZATION
• Delete under-performing ads and keywords to increase budget and impression share for
successful ads and proven conversion keywords
• Create negative match keyword lists
• Continue monitoring successful organic keywords for inclusion into paid search
• Test multiple ad structures, keywords, and calls to action to determine successful
combinations
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
19. GARY HENDERSON
Interactivity Marketing
Gary@InteractivityMarketing.com
www.InteractivityMarketing.com
@GaryLHenderson
@IMDigitalAgency
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
