Whether you\'re new to pay-per-click (PPC) advertising or just want to find out how to make your existing campaigns more effective, Search Mojo\'s Tad Miller shares both the basics of good campaign set up and techniques to save you time and money. The presentation will cover the following PPC-related topics: * PPC is a great way to achieve conversion goals - but it isn\'t "one size fits all" * How default settings on PPC ad platforms aren\'t always in your best interest * How to take control of your PPC account - instead of just taking what you are given * Your goals and the goals of search engines sometimes differ - be aware of what you need to look for * Important PPC metrics: how and what to measure

1. Sculpting a Successful Pay Per Click Advertising Account

2. About Search Mojo Search engine marketing firm founded in 2005 Search engine optimization (SEO) Pay-per-click advertising management (PPC) Post-click marketing Offices in Charlottesville, Va. and Denver, Colo. Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs, including Marketing Pilgrim and Search Engine Journal Speakers at PubCon and Search Engine Strategies Clients include: MazdaUSA, National Geographic, American Heart Association, Clorox, Taco Bell, Georgetown University

3. Pay Per Click Advertising The Quick Basics if You Don’t Already Know

4. Pay Per Click Advertising – What Are We Talking About?

5. The Paid Results

7. It’s an Ad Auction with bid price determining ad position on the Page. The top result is the highest bidder.

8. But it’s more than just a simple auction – Quality Matters

9. Google Quality Score

10. Yahoo Quality Index

11. Quality for a Search Engine essentially boils down to Click Through Rate (CTR)

12. CTR = Clicks / Ad Impressions

13. Search Engines make more money by prominently showing the most clicked ads

15. PPC is a Great Way to Achieve Conversion Goals. But it isn’t One Size Fits All Most Advertisers start and stay with the PPC Platform’s Default Settings You need to evaluate if these settings are in the best interests of meeting your goals Geographic Settings Advertising Hours

16. Ad Networks Google, Yahoo & MSN all offer contextually targeted “Content Network” Ads Ads can appear on participating sites that have content matching your keywords You can choose to opt out All 3 Engines also “syndicate” their search to other sites Syndicated traffic is actually the majority of Yahoo traffic, but you can’t opt out. Google ads are syndicated with AOL and Ask.com. Opt out is All or Nothing.

17. Advertising on iPhones Google Adwords now shows ads on iPhones and other phones with full internet browsers T-mobile G-Phone Palm Pre Is your website viewable on mobile phones? Are your conversion actions possible on your mobile site?

19. Phrase Match Type Phrase Match Type allows your ad to show when search queries match an exact phrase Add the keyword in quotation marks “ “ Ads will show when that exact phrase is used in query The query can contain other words, as long as the exact phrase is contained in it Example: Phrase matched “tennis shoes” shows ads for queries on: Red tennis shoes Buy tennis shoes Tennis shoes pictures

20. Exact Match Type Exact Match allows ads to show for searches that show the exact phrase exclusively Enter the keyword in brackets [ ] If the keyword is [tennis shoes] your ad will only show for a search on tennis shoes & nothing else

21. How to Take Control of Your PPC

22. Are You the Block or the Masterpiece? “Every block of stone has a statue inside it and it is the task of the sculptor to discover it” Michelangelo

23. It’s Going to Be Some Work Most PPC Campaigns are not executed with a lot of sophistication – but to operate efficiently it takes a great deal of regular optimization. You need to think of your PPC advertising like a work of art. The default settings & what they bring equate to a "Block of Marble" – you need to free the work of art inside it by chiseling away at the pieces that don't belong. “If people knew how hard I worked to get my mastery, it wouldn't seem so wonderful at all.” Michelangelo

24. Understand the Reality Realize that Search Engines are a Business – Their job is to get as many clicks as possible – your job is to get as many conversions as possible for the least amount of money. They aren't the same goal. Search Engines provide the means to advertise – it's up to you to make it profitable. This takes work. "You can't set it and forget it.“ For the most part the tools to make your advertising successful are available from the engines. Again it's up to you to find them and be diligent about using them effectively.

25. Broad Match is a Double Edged Sword You need to realize that only using Broad match is lazy. And a HUGE revenue stream for the Search Engines. Google says “let us do the legwork” & not to ‘sweat over getting the perfect keyword list’ Broad Match is getting More Expansive every day Google explains “Expanded Broad Match”: “With expanded broad matching, your ads automatically appear on additional terms we’ve matched to your keywords” Human beings aren’t matching these keywords by relevance – Click Through Rate of searchers is determining “Relevance”.

26. Broad Matching is Far from Being Perfect Storm=Hurricane Case=Vase How are these the same? Adwords thinks they are the same Storm Case The Most Rugged Carrying Case in the world. Hurricane Glass Vase A dainty fragile glass vase

28. “couple live sex”

29. “live couple sex”Coupe = Couple What does this car have to do with these two?

30. Broad Matching Competing Brands There are numerous trademark rules with advertising on competitors branded terms and it’s discouraged on Google and not allowed on Yahoo & MSN But if you have a popular brand they have no problem broad matching it your competitors brand keywords for you

31. Broad Matching Competing Brands Google had a lot of trouble with our clients unrelated Automotive brand broad matching to “Mitsubishi” Especially to the hundreds of misspelled versions of “Mitsubishi” + 500 different “Mitsubishi” Keywords

32. Untargeted Broad Matching for Your Own Brand Example - Three different vehicles: “Car Brand X3” “Car Brand X5” “Car Brand X6” All three keywords Broad Match to Each Other But Ad Copy isn’t targeted to right car Landing Page isn’t targeted to right car Conversion Performance isn’t optimal

33. Use Negative Keywords Negative keywords ensure your ad Does NOT show for any search that includes them Match Types apply to Negative keywords also Just ad the minus sign – in front of the keyword you want to be a negative Free Used Problems

34. How to Find Negative Keywords Google Adwords Search Query Report is your weapon against un-targeted Broad & Phrase matching. The new Adwords interface also provides easy access to the exact keywords that triggered the matching

36. Filter and Sort Data by Broad & Phrase Match

38. You will never be finished… 20% to 25% of the searches that Google sees every day it has NEVER seen before. As a result you can never ignore broad match possibilities Example: Storm Cases Storm Case Blackberry Storm Blackberry Storm Cases

39. Broad Match Isn’t All Bad… You often find more good keywords that you missed than bad ones Use Broad Match as a safety net Add keywords. Especially if they converted after broad matching Again use all 3 match types of keywords when adding. “The more the marble wastes, the more the statue grows” Michelangelo

40. Max Out with Exact Match The real cost of a keyword is the exact match CPC It’s the Most Targeted. Broad or Phrase may sometimes look cheaper, but if you factor in all the irrelevant matches over time they aren’t cheaper. In our experience Exact Match almost always has the lowest Cost Per Conversion, Highest Conversion Rate and Highest Conversion Volume. Exact Match has highest CTR Depending on how Savvy Competition is it has the lowest CPC Sort your keywords by total clicks – shouldn’t be any Broad Match at the top of the list.

41. Get More Ad Impressions for Free Search Engines reward high CTR Search Engines maximize total clicks by showing the ads with the highest CTR the most Find out what how many impressions you are losing on Adwords by running a Campaign Report How much lost to inadequate budget How much lost to poor Ad Rank Click Through Rate impacts Ad Rank

42. Check the Extra Boxes on the Campaign Report

43. Maximize Your CTR Use all 3 match types – Get as many Exact Matches that convert as possible Get Granular with Ad Groups More smaller, very keyword specific ad groups Match the keywords as much as possible to ad copy (Bold Ad Copy increases CTR)

44. Ad Copy Best Practices Find the best performing Ad Copy from a CTR and Conversion Rate Basis Eliminate ad copy that drags down CTR Don’t use too many ads (Waters down CTR) Test 2 to 3 Ad Copies at a time – No More than 3 Realize that PPC is about RELEVANCE for the searcher – Relevance first, Branding if there’s any room left Ad copy that focuses on Brand message & not keyword searched drags down CTR & Impression Share.

45. “Grow” Good Impressions You can increase impressions on keywords that convert best for you Search Engines don’t operate by logic, they use CTR to determine relevance as part of an Algorithmic formula Maximize CTR and they will reward you: Lower Costs per Click Stronger Ad Position More Ad Impressions

46. Conclusion Chip away at the bad keywords, add the good keywords that convert with all three match types. Maximize and “Sculpt” a larger CTR to maximize your impressions for keywords that are converting for you.

47. Conclusion Use the conversion data of the searchers as your guide – The most successful tactics might not be what you think they are…

48. Contact Information Tad Miller Account Director Search Mojo e: tmiller@search-mojo.com o: 800-939-5938 x102 t: @jstatad, @searchmojo w: www.search-mojo.com b: blog.search-mojo.com