Employability event deck
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Intro to paid search and facts around why you'd want to consider going into the paid search industry.
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Employability event deck
- 1. Skills to Pay the Bills: A Career in Paid Search Navah Hopkins
- 2. | Confidential 2 Agenda • What is Paid Search • Why Should You Consider Paid Search • Resources • Worked in digital marketing since 2008 • Work with agencies and advertisers across WordStream’s international customer base. • I’m a proud pet mom and just adopted dog named HK About Me Put images or other content here.
- 3. | Confidential 3 • Impression: see the ad • Click: clicked on the ad • Conversion: took a valuable tracked action • CTR: clicks/impressions • Quality Score: Google/Bing’s assessment of a keyword • Max CPC: the most you’re willing to bid • Average CPC: what you pay per click on average Important Definitions:
- 4. 4| Confidential What is Paid Search
- 5. | Confidential 5 This is a Search Result Page (SERP)
- 6. | Confidential 6 Google will serve 3.5 billion of these per day
- 7. | Confidential 7 We asked for “dentist near me” and Google returned paid placements.
- 8. | Confidential 8 This resulted in an auction
- 9. | Confidential 9 How is an AdWords account organized? MCCs host accounts. Billing is handled on the account level. Campaigns control where and when ads show. Ad Groups host keywords and ads.
- 10. | Confidential 10 How is an AdWords account organized? Campaigns should be structured by Theme and Budget… Divorce Prenuptial Child Support Budget: $75/day Budget: $150/dayBudget: $500/day Divorce Attorney Divorce Lawyer Divorce Litigation Pre-marital Agreements Prenuptial Agreements Postnuptial Agreements Alimony Payments Child Support Spousal Support
- 11. | Confidential 11 • Holds the money and power • Sets the strategic objective • Delegates tasks to operatives it trusts (read has data) Campaigns are the Sith Lords (CEOs)
- 12. | Confidential 12 Campaign level settings
- 13. | Confidential 13 • Cares about employees (keywords) and wants them to get raises (access to budget) • Has some strategic autonomy. • If promoted too early, could get ignored. Ad Groups are the trusted operatives (managers)
- 14. | Confidential 14 Sort By Impressions to See Where Ad Networks are Trying to Put Your Money 60% of impressions Budget will only go to “winners” instead of everything
- 15. | Confidential 15 • Doing all the work (entering the auction) and always wants a raise (more access to budget) • Always fighting to prove themselves and hates competition • Can steal credit or get completely ignored depending on the culture (account structure) Keywords are the troopers (employees)
- 16. | Confidential 16 • The Keywords Chosen • The Bid • The Ad There are three key elements to paid search:
- 17. | Confidential 17 Broad Keywords Can Drag Your Budget into Unintended Auctions 162% More Than Average
- 18. | Confidential 18 3% cheaper & perfect conversion rate! Depending on Match-Type, Your Keywords May Not Exactly Match The Query
- 19. | Confidential 19 The Order of Match-Types 1. Exact: all keywords must be present, but they can be in any order. Implied terms are allowed. 2. Phrase: keyword phrase must remain in-tact, but there can be keywords before and after. 3. Mod. Broad: all keywords must be present, but they can be in any order and there can be additional keywords in between, before and after. 4. Broad: so long as at least a synonym of one of your keywords is there, your ad can show.
- 20. | Confidential 20 A Pirate is Looking for Supplies • Anti Fairy Repellant • Mustache wax • Crocodile hunters • A way to stop child abduction
- 22. | Confidential 22 • Anti-Fairy Repellant • AntiFairy Repellant • Repellant for Fairies • Fairy Repellant Exact Enters First
- 23. | Confidential 23 Exact Enters First: The Following Would Be Duplicates on Exact • Anti-Fairy Repellant • AntiFairy Repellant • Repellant for Fairies • Fairy Repellant
- 25. | Confidential 25 • Mustache wax under $20 • Organic mustache wax • Mustache waxing • Mustachewax Phrase Enters Second
- 26. | Confidential 26 Phrase Enters Second: The Following Would Be Duplicates on Phrase • Mustache wax under $20 • Organic mustache wax • Mustache waxing • Mustachewax
- 28. | Confidential 28 • I need a crocodile hunter • Crocodile hunting permit • CrocodileHunter boots • Hunt crocodil groupon Mod. Broad Enters Third
- 29. | Confidential 29 Mod. Broad Enters Third: The Following Would Be Duplicates on Mod. Broad • I need a crocodile hunter • Crocodile hunting permit • CrocodileHunter boots • Hunt crocodil groupon
- 31. | Confidential 31 • Child abduction hotline • Runaway children • Gps tracker for kids • Donate to amber alert Broad Enters Fourth
- 32. | Confidential 32 Broad Enters Fourth: The Following Would Be Duplicates on Broad • Child abduction hotline • Runaway children • Gps tracker for kids • Donate to amber alert
- 33. | Confidential 33 Writing Ads for Different Demographics
- 34. | Confidential 34 Writing Ads for Different Demographics Ad shown only to men: Ad shown only to women: CTR: 7.31% CVR: 1.82% CTR: 11.59% CVR: 4.35% CTR: 9.25% CVR: 3.80% Improved CTR 60%! Improved CVR 140%!! Improved CTR 30%! Improved CVR 110%!!
- 35. | Confidential 35 • No more than 5-7 ad groups per campaign • No more than 5-10 keywords on different match-types. • No Bid should exceed 10% of daily budget. • If it’s two words or less, go phrase match or exact. Golden Rules:
- 36. 36| Confidential Why Should You Consider Paid Search
- 37. | Confidential 37 • Your job has demonstratable impact on the bottom line of your brand/clients. • Salary • Always learning • Remote work/Gig work is 100% possible! A career in Paid Search has the following benefits:
- 38. | Confidential 38 Average Paid Search Salaries $0 $20,000 $40,000 $60,000 $80,000 $100,000 $120,000 $140,000 $160,000 $180,000 Entry Level Specialist Manager VP Agency 2018 Average Salary Average salary *Sourced from Indeed, Glassdoor, and ZipRecruiter
- 39. | Confidential 39 In-house Vs Agency In-House • Own a single brand • The only sales you have to do is sell finance on your budget. • You may have a legal team to deal with. • Depending on the brand, you may be asked to wear all the hats (including SEO and Social) Agency • Serve many • Must be able to sell clients to work with you and potentially increase budgets. • You may have frustrating clients to deal with. • Most agencies silo their talent (still have teams)
- 40. | Confidential 40 You Must Always Be Learning!
- 41. | Confidential 41 • Capable of data analysis and taking action/empowering others to take action on the data. • Strong business acumen that balances real world profit with account performance/choices. • Flexible strategist who can work across industries and international trends. • Embraces workflow tools, but doesn’t sacrifice human touch. What would I look for in an applicant
- 43. | Confidential 43 • Getting Certified on Google and Bing (linked) • Follow #PPCChat #SEMRushChat on twitter • Link to my favorite blogs about ppc and digital marketing • Consider applying to WordStream Yay, you want to explore PPC as a career! Now What:
- 44. | Confidential 44 • nhopkins@wordstream.com • @navahf • https://www.linkedin.com/in/nava hhopkins/ And of course, connect with me! I’m happy to help however I can!
- 45. © Copyright 2017 WordStream, Inc. All rights reserved. Thank you!
Notas do Editor
- Check out this diagram which shows how an AdWords account is broken down. Starting with campaigns – these should be a fairly broad theme surrounding a product, offering, location, target audience, or budget depending on what your PPC goals are.
- A good way to break up your campaigns is based on which products or services sell the most so you can easily allocate a higher budget to your top sellers. For example, if you’re a law firm that offers services for family related legal issues, but your main source of revenue is from divorce cases… …then place the highest budget on your divorce campaign and lower budgets on other services like prenuptial agreements and alimony cases.