SlideShare uma empresa Scribd logo
1 de 53
Advanced SEM Strategies
for Beginners
Nik Pasic | December 2013
Nik Pasic
Just a guy who loves online.
Before We Begin...
This presentation will be
available on
.
If you‟re not on it already, get on

.

@NikPasic on twitter
We will not cover the basics
but I will share resources.
When you start using
SEM campaigns, you will
initially be losing money!
Follow him, seriously.

https://twitter.com/oligardner/status/400098438454341633
http://unbounce.com/ppc/poor-message-match/
Conversion Rate Optimization
Covered in my next presentation
What is SEM?
Search Engine Marketing
Timber

Marble

Concrete

Steel

Glass

Brick

Plaster

Think of your website like a building
SEM
Analytics
Design

CRO

SEO
UX

eDM
Social
SEM is just a part of the picture
Mega-SERP: A Visual Guide to Google

By:
@dr_pete

Follow him.

Them too.
http://moz.com/blog/mega-serp-a-visual-guide-to-google

@moz
Ads
Search | Display Network | Remarketing | Product Listings Dynamic
Remarketing | Various Google Beta Products
By the awesome guys at

http://www.wordstream.com/articles/what-is-google-adwords
http://www.portent.com/blog/ppc/wordstream-infographic-how-an-adwords-auction-works.htm
Setting Up a Campaign
Tools You‟ll Need
A Step by Step AdWords Guide by Google
Teaches you to:
› Organize your account
› Pick the right keywords
› Write targeted ads
› Put it all together

http://static.googleusercontent.com/media/www.google.com/en//adwords/pdf/step_by_step.pdf
Google AdWords Certification Program
› Study Through Chapters
› Sit Exams (Optional)

› Up To Date (Renews)
› Multi-Platform Applicable

https://adwords.google.com/professionals/
The Beginner‟s Guide To Setting Up An
AdWords Account by PPC Hero
Similar to AdWords Step by
Step
Guide by Google, but more
in-depth and with additional tips.

http://www.ppchero.com/the-beginners-guide-to-setting-up-an-adwords-account/
Follow:
› @PPCHero
› @WordStream
› @AlanMitchell
› @CalculateMktg
› @ThePPCBlog
› @KateMorris
› @NikPasic
Secrets to SEM Success
What It‟s Really All About
Always Remember...
A business which makes
no money is just a hobby.
Conversion Funnel
What Should I Care About?
1.
2.
3.
4.
5.
6.
7.

ROI/CLV
Business critical
Sales/Lead Value
Number of Sales/Leads
Strong success indicators
Unique Visitors
Visits, Page Views, Time on Site (not bounce rate)
Clicks, CTR, CPC
Better than burning money
Cost

9001. Impressions
9002. Impression Share

Fall back metrics when
all else fails a.k.a. a
failed campaign
SEM is about making
money
Creating a Campaign
Making Your Life Easier
Budget and Timeline
› Define start and end dates for all campaigns
› Define a Daily, Monthly and Annual budget.

› In that order!
› Set Up Daily and monthly budget limits
Pro Tip:

For multiple accounts
set up a Client Centre.
Stay In Control
›Track your performance and spend in excel*
› Daily and monthly for internal purposes
› Report on quarters - weekly is misleading
› Set up daily and monthly budget limits
› Accelerated Delivery Method + Budget Limits
Pro Tip:

Have „Ongoing‟ campaigns
which you can use as a
consistent benchmark.
› Ongoing Search – AU [D]
› Ongoing DN – AU [D/M]
› 2013 Search – US Cyber Monday [D/M]
› 2013 Remarketing – EU Christmas [M]
Define Your Keywords Audience
› Do not blanket scrape. Seriously. Stop it!
› Many “experts” claim this to be the most efficient method but it is
simply not effective. It is the SEM equivalent of automated link building
and content farming.

› Think like your ideal customer would
› Keyword Research Tools suit SERPs, not users
›These tools are useful once you‟ve run out of ideas

› Do not split off mobile unless your site is mobile-ready
›Target by Audience, Placement and Location as well
Pro Tip:

Accelerated Delivery
Method + Budget Limits =
You‟re In Control
Creating The Creative
›Custom build initial KWs, creative and CTA

› Use an excel template*
› Reverse engineer your campaign page by
page
› Always A/B test your ads: Use 2-4 at least
› Beware of using business lingo for B2C.
› Test run Display and Search side by side
›Use Remarketing and Shopping if applicable
Pro Tip:

A/B test everything!
SEM, eDMs, landing
pages, life.
Target Efficiently
› User your brand terms as much as possible
› Use single-keyword brand/key Ad Groups - Ultimate targeting!
› Use a combination of [exact match], “phrase match”, +broad
+match +modifier, broad match and –negative keywords
› Use a -negative match of your brand in all your non-brand
categories as your campaigns can compete with one another

https://support.google.com/adwords/answer/2497836?hl=en
Pro Tip:

Do not fear mistakes.
They are our best learning
tool. SEM is a long term
money-making game.
Tracking
› Link your AdWords with Google Analytics
› Set up Goals and ensure revenue is tracking
› Use tracking codes in every URL

https://support.google.com/analytics/answer/1033867?hl=en
Pro Tip:

Review and use the data
otherwise don‟t even
bother with tracking.
Useful SEM Tools
› AdWords and GA segmentation and filtering
› AdWords/Bing/Facebook Editor
› AdWords Opportunities Tab - Do this manually
› AdWords Tools and Analysis Tab
Pro Tip:

CTAs can make or break
your campaign. Use
timeliness and expiration
dates to your advantage!
Useful Excel Features*
› Pivot Tables
› VLookup

› Concatenate
› Length
› First and Last
Pro Tip:

Glance over each of your
campaigns each
morning, even if you don‟t
need to change a thing.
Competitive Intelligence
Don’t do it. Seriously. Keeping up with the

competition is a time-sink for any small to medium
sized business and is extremely overrated.

Unless you're the true market leader and are
absolutely capped in terms of your audience reach
you should be focusing on your own audience.
Pro Tip:

More than
anything, stay curious!
Thank You
Any Questions?

Mais conteúdo relacionado

Último

Mastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessMastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to Success
Abdulsamad Lukman
 

Último (20)

VIP Call Girls Dongri WhatsApp +91-9833363713, Full Night Service
VIP Call Girls Dongri WhatsApp +91-9833363713, Full Night ServiceVIP Call Girls Dongri WhatsApp +91-9833363713, Full Night Service
VIP Call Girls Dongri WhatsApp +91-9833363713, Full Night Service
 
The seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniThe seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert Cialdini
 
Alpha Media March 2024 Buyers Guide.pptx
Alpha Media March 2024 Buyers Guide.pptxAlpha Media March 2024 Buyers Guide.pptx
Alpha Media March 2024 Buyers Guide.pptx
 
Optimizing Your Marketing with AI-Powered Prompts
Optimizing Your Marketing with AI-Powered PromptsOptimizing Your Marketing with AI-Powered Prompts
Optimizing Your Marketing with AI-Powered Prompts
 
Unveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptx
Unveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptxUnveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptx
Unveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptx
 
SP Search Term Data Optimization Template.pdf
SP Search Term Data Optimization Template.pdfSP Search Term Data Optimization Template.pdf
SP Search Term Data Optimization Template.pdf
 
The 9th May Incident in Pakistan A Turning Point in History.pptx
The 9th May Incident in Pakistan A Turning Point in History.pptxThe 9th May Incident in Pakistan A Turning Point in History.pptx
The 9th May Incident in Pakistan A Turning Point in History.pptx
 
10 Email Marketing Best Practices to Increase Engagements, CTR, And ROI
10 Email Marketing Best Practices to Increase Engagements, CTR, And ROI10 Email Marketing Best Practices to Increase Engagements, CTR, And ROI
10 Email Marketing Best Practices to Increase Engagements, CTR, And ROI
 
HITECH CITY CALL GIRL IN 9234842891 💞 INDEPENDENT ESCORT SERVICE HITECH CITY
HITECH CITY CALL GIRL IN 9234842891 💞 INDEPENDENT ESCORT SERVICE HITECH CITYHITECH CITY CALL GIRL IN 9234842891 💞 INDEPENDENT ESCORT SERVICE HITECH CITY
HITECH CITY CALL GIRL IN 9234842891 💞 INDEPENDENT ESCORT SERVICE HITECH CITY
 
Aligarh Hire 💕 8250092165 Young and Hot Call Girls Service Agency Escorts
Aligarh Hire 💕 8250092165 Young and Hot Call Girls Service Agency EscortsAligarh Hire 💕 8250092165 Young and Hot Call Girls Service Agency Escorts
Aligarh Hire 💕 8250092165 Young and Hot Call Girls Service Agency Escorts
 
Cartona.pptx. Marketing how to present your project very well , discussed a...
Cartona.pptx.   Marketing how to present your project very well , discussed a...Cartona.pptx.   Marketing how to present your project very well , discussed a...
Cartona.pptx. Marketing how to present your project very well , discussed a...
 
W.H.Bender Quote 61 -Influential restaurant and food service industry network...
W.H.Bender Quote 61 -Influential restaurant and food service industry network...W.H.Bender Quote 61 -Influential restaurant and food service industry network...
W.H.Bender Quote 61 -Influential restaurant and food service industry network...
 
SALES-PITCH-an-introduction-to-sales.pptx
SALES-PITCH-an-introduction-to-sales.pptxSALES-PITCH-an-introduction-to-sales.pptx
SALES-PITCH-an-introduction-to-sales.pptx
 
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
Instant Digital Issuance: An Overview With Critical First Touch Best PracticesInstant Digital Issuance: An Overview With Critical First Touch Best Practices
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
 
How consumers use technology and the impacts on their lives
How consumers use technology and the impacts on their livesHow consumers use technology and the impacts on their lives
How consumers use technology and the impacts on their lives
 
The Art of sales from fictional characters.
The Art of sales from fictional characters.The Art of sales from fictional characters.
The Art of sales from fictional characters.
 
2024 Social Trends Report V4 from Later.com
2024 Social Trends Report V4 from Later.com2024 Social Trends Report V4 from Later.com
2024 Social Trends Report V4 from Later.com
 
personal branding kit for music business
personal branding kit for music businesspersonal branding kit for music business
personal branding kit for music business
 
[Expert Panel] New Google Shopping Ads Strategies Uncovered
[Expert Panel] New Google Shopping Ads Strategies Uncovered[Expert Panel] New Google Shopping Ads Strategies Uncovered
[Expert Panel] New Google Shopping Ads Strategies Uncovered
 
Mastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessMastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to Success
 

Destaque

Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
 

Destaque (20)

AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
 
ChatGPT webinar slides
ChatGPT webinar slidesChatGPT webinar slides
ChatGPT webinar slides
 
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike RoutesMore than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
 

The Beginner's Guide to Advanced SEM - Nik Pasic

  • 1. Advanced SEM Strategies for Beginners Nik Pasic | December 2013
  • 2. Nik Pasic Just a guy who loves online.
  • 4. This presentation will be available on .
  • 5. If you‟re not on it already, get on . @NikPasic on twitter
  • 6. We will not cover the basics but I will share resources.
  • 7. When you start using SEM campaigns, you will initially be losing money!
  • 9. Conversion Rate Optimization Covered in my next presentation
  • 10. What is SEM? Search Engine Marketing
  • 11. Timber Marble Concrete Steel Glass Brick Plaster Think of your website like a building SEM Analytics Design CRO SEO UX eDM Social
  • 12.
  • 13.
  • 14. SEM is just a part of the picture
  • 15.
  • 16.
  • 17. Mega-SERP: A Visual Guide to Google By: @dr_pete Follow him. Them too. http://moz.com/blog/mega-serp-a-visual-guide-to-google @moz
  • 18. Ads Search | Display Network | Remarketing | Product Listings Dynamic Remarketing | Various Google Beta Products
  • 19. By the awesome guys at http://www.wordstream.com/articles/what-is-google-adwords http://www.portent.com/blog/ppc/wordstream-infographic-how-an-adwords-auction-works.htm
  • 20.
  • 21.
  • 22.
  • 23. Setting Up a Campaign Tools You‟ll Need
  • 24. A Step by Step AdWords Guide by Google Teaches you to: › Organize your account › Pick the right keywords › Write targeted ads › Put it all together http://static.googleusercontent.com/media/www.google.com/en//adwords/pdf/step_by_step.pdf
  • 25. Google AdWords Certification Program › Study Through Chapters › Sit Exams (Optional) › Up To Date (Renews) › Multi-Platform Applicable https://adwords.google.com/professionals/
  • 26. The Beginner‟s Guide To Setting Up An AdWords Account by PPC Hero Similar to AdWords Step by Step Guide by Google, but more in-depth and with additional tips. http://www.ppchero.com/the-beginners-guide-to-setting-up-an-adwords-account/
  • 27. Follow: › @PPCHero › @WordStream › @AlanMitchell › @CalculateMktg › @ThePPCBlog › @KateMorris › @NikPasic
  • 28. Secrets to SEM Success What It‟s Really All About
  • 30. A business which makes no money is just a hobby.
  • 32. What Should I Care About? 1. 2. 3. 4. 5. 6. 7. ROI/CLV Business critical Sales/Lead Value Number of Sales/Leads Strong success indicators Unique Visitors Visits, Page Views, Time on Site (not bounce rate) Clicks, CTR, CPC Better than burning money Cost 9001. Impressions 9002. Impression Share Fall back metrics when all else fails a.k.a. a failed campaign
  • 33. SEM is about making money
  • 34. Creating a Campaign Making Your Life Easier
  • 35. Budget and Timeline › Define start and end dates for all campaigns › Define a Daily, Monthly and Annual budget. › In that order! › Set Up Daily and monthly budget limits
  • 36. Pro Tip: For multiple accounts set up a Client Centre.
  • 37. Stay In Control ›Track your performance and spend in excel* › Daily and monthly for internal purposes › Report on quarters - weekly is misleading › Set up daily and monthly budget limits › Accelerated Delivery Method + Budget Limits
  • 38. Pro Tip: Have „Ongoing‟ campaigns which you can use as a consistent benchmark. › Ongoing Search – AU [D] › Ongoing DN – AU [D/M] › 2013 Search – US Cyber Monday [D/M] › 2013 Remarketing – EU Christmas [M]
  • 39. Define Your Keywords Audience › Do not blanket scrape. Seriously. Stop it! › Many “experts” claim this to be the most efficient method but it is simply not effective. It is the SEM equivalent of automated link building and content farming. › Think like your ideal customer would › Keyword Research Tools suit SERPs, not users ›These tools are useful once you‟ve run out of ideas › Do not split off mobile unless your site is mobile-ready ›Target by Audience, Placement and Location as well
  • 40. Pro Tip: Accelerated Delivery Method + Budget Limits = You‟re In Control
  • 41. Creating The Creative ›Custom build initial KWs, creative and CTA › Use an excel template* › Reverse engineer your campaign page by page › Always A/B test your ads: Use 2-4 at least › Beware of using business lingo for B2C. › Test run Display and Search side by side ›Use Remarketing and Shopping if applicable
  • 42. Pro Tip: A/B test everything! SEM, eDMs, landing pages, life.
  • 43. Target Efficiently › User your brand terms as much as possible › Use single-keyword brand/key Ad Groups - Ultimate targeting! › Use a combination of [exact match], “phrase match”, +broad +match +modifier, broad match and –negative keywords › Use a -negative match of your brand in all your non-brand categories as your campaigns can compete with one another https://support.google.com/adwords/answer/2497836?hl=en
  • 44. Pro Tip: Do not fear mistakes. They are our best learning tool. SEM is a long term money-making game.
  • 45. Tracking › Link your AdWords with Google Analytics › Set up Goals and ensure revenue is tracking › Use tracking codes in every URL https://support.google.com/analytics/answer/1033867?hl=en
  • 46. Pro Tip: Review and use the data otherwise don‟t even bother with tracking.
  • 47. Useful SEM Tools › AdWords and GA segmentation and filtering › AdWords/Bing/Facebook Editor › AdWords Opportunities Tab - Do this manually › AdWords Tools and Analysis Tab
  • 48. Pro Tip: CTAs can make or break your campaign. Use timeliness and expiration dates to your advantage!
  • 49. Useful Excel Features* › Pivot Tables › VLookup › Concatenate › Length › First and Last
  • 50. Pro Tip: Glance over each of your campaigns each morning, even if you don‟t need to change a thing.
  • 51. Competitive Intelligence Don’t do it. Seriously. Keeping up with the competition is a time-sink for any small to medium sized business and is extremely overrated. Unless you're the true market leader and are absolutely capped in terms of your audience reach you should be focusing on your own audience.