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HOW TO SPEND LESS ANDSELL MORE WITH PAID SEARCHON THE EDGE BRISTOL 2012Presenter: Mike Essex

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MYTH # 1YOU DON’TNEED PAIDSEARCH IFYOU HAVEORGANICSEO

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AVOID THESE GUYS Panda Penguin

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PEOPLE LOVE ADS

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SPOT THEORGANIC RESULT

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SPOT THEORGANIC RESULT Found it!

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PAID SEARCH NEEDS In most cases 90% of clicks to a site wouldn’t have been replaced if PPC was off

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YOUR BRAND IS VULNERABLE

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YOUR BRAND IS VULNERABLE That’s Not M&S!

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MYTH # 2THE DEFAULTSETTINGSARE IDEALFOR NEWACCOUNTS

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ENABLEERROR MESSAGES

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ENABLEERROR MESSAGES Go To My Account > Notifications

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DON’T TRUST BROAD MATCH Red Tennis Shoes Red Tennis Shoes Free Tennis Shoes Tennis ShoesTennis Shoes For Men Running Shoes Free Tennis Shoes For Tennis Shoes Running SneakersExact Match Phrase Match Broad Match

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USENEGATIVE KEYWORDS Red, Tennis Shoes, Free, Shoes for Running, Tennis, Sneakers, Men’s Tennis Shoes, Sneaker, Positive Negative Keywords Keywords

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ROTATE ADVERTS EVENLY

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ROTATE ADVERTS EVENLY Go To Settings > Ad Rotation

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TARGET LOCATIONSWITH SPECIFIC ADS

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MYTH # 3COMPANIESAT THE TOPPAY MORETHAN THOSEAT THEBOTTOM

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CLICK RATE CASE STUDY Average Position 1.8P (£1.49 CPC)OSI Average Position 2.3TI (£2.48 CPC)ON Average Position 3.7 (£2.59 CPC) CPC Source: http://bit.ly/RfPPG6

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QUALITY SCORE Click Landing Account Through Page History Rate Keyword Ad RelevancyRelevancy Relevancy Factors

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CLICKTHROUGHRATE

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ACCOUNTHISTORY

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RELEVANCYFACTORS

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ADVERTRELEVANCY

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KEYWORDRELEVANCY

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MYTH # 4PAID SEARCHAND SEOARE NOTCONNECTED

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“Search engine optimization affects only organicsearch results, not paid or "sponsored" resultssuch as Google AdWords.” ~Google Search Engine Optimisation Starter Guidehttp://www.howto.gov/sites/default/files/search-engine-optimization-starter-guide.pdf

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“Search engine optimization affects only organicsearch results, not paid or "sponsored" resultssuch as Google AdWords.” ~Google Search Engine Optimisation Starter Guidehttp://www.howto.gov/sites/default/files/search-engine-optimization-starter-guide.pdf

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QUALITY SCORE Click Landing Historical Through Page Performance Rate Keyword Ad RelevancyRelevancy Relevancy Factors

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SEO TO PPC BASICS

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CRO TO PPC BASICS

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CHOCOLATE, MALTESEEESECAKE, SHORTBRE LOAF, SEOS KNOW ALTBS, HOW TO DO CREAMHOBNOBS, KEYWORD H, RESEARCH ICED BU WNIE SO LEARN TING UM YUM, FROM THEM

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SPY ON COMPETITORS

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SPY ON COMPETITORS

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USE GOOGLE TOOLS

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MINE YOUR DATA

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MINE YOUR DATA

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MAKE TWO LISTS Positive Negative Keywords Keywords

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MAKE TWO LISTS Positive Negative Keywords Keywords Like Santa!

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USE BULK IMPORTS

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EXPAND CAMPAIGNS

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GOOGLE ADWORDS API

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MYTH # 5THE DISPLAYNETWORKISN’T ASEFFECTIVE

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20%OF ADWORDS TRAFFIC IS VIAGOOGLE DISPLAY NETWORK(Source: http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising)

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“Pictures of properties sell properties - theGoogle Display Network allows us to put forththese incredible photos and thats why GDN hasbeen so successful for us.” ~Nathan Blecharczyk, CTO & Co-Founder , Airbnbhttp://www.google.com/adwords/watchthisspace/case-studies/airbnb/

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WHY ADVERTISE LIKE THIS?

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WHEN YOU COULDADVERTISE LIKE THIS:

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2 millionNIGHTS BOOKED(COMPARED TO 800,000)IN SAME PERIOD(Source: http://www.google.com/adwords/watchthisspace/case-studies/airbnb/)

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MAKE IT PERSONAL

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RETARGETED CUSTOMERS AREMORE LIKELY TO COMPLETE A PURCHASE (Source: http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf)

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MORE TIPS FREE Whitepaper Koozai.com

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THANK YOU FOR LISTENING @Koozai_Mike mike.essex@koozai.com 0845 485 1262

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CREDITS3 - http://doghalloweencostumesshop.com/item_121/Penguin-Dog-Costume.htm3 - http://www.buy.com/th/alphakey-products-costume.html4 - http://www.wordstream.com/articles/google-ads5 - http://www.thinkwithgoogle.com/insights/featured/search-ads-pause/20 - http://www.stormmarketing.com/blog/wp-content/uploads/2010/12/Google-Quality-Score-Diagram.jpg27 - http://www.howto.gov/sites/default/files/search-engine-optimization-starter-guide.pdf45 - http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising46 - http://www.google.com/adwords/watchthisspace/case-studies/airbnb/51 - http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf