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Advanced Paid Search Marketing<br />Christi Olson<br />Windows Consumer Mktg<br />

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Introduction<br />Today is all about YOU!<br />Who is here?<br />What was your first online marketing campaign?<br />What do you want to learn today?<br />

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Agency or In-House SEM mGMT<br />Paid Search Marketing Track:<br />

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Agency or In-House?<br />Do you need an agency?<br />Choosing an agency<br />Fee structures<br />

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Do you need an agency?<br />What do you want/need?<br />Are you looking for an agency or a tool set?<br />Will an agency be able to meet your expectations?<br />

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How to Choose an Agency<br />Define and prioritize your needs before you review solutions<br />Identify a short list of vendors that meet your requirements<br />Check references<br />Don’t just check the names that they give, but use your network to find others that you know who are also using their services<br />Ask for a low priced trial or a test period<br />Negotiate on price<br />

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Key Requirements<br />Create a matrix of your key requirements for an agency and evaluate the candidates:<br />

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Pricing<br />Similarly, look at the pricing of the agencies you are evaluating and determine if the costs are inline with your expectations.<br />

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Agency Pricing – Example 2<br />Understanding Tiered Fee Structure… and determining the break even points<br />Some agencies negotiate a tiered fee structure. Make sure you get in writing how the agency calculates the fee’s based off of the tiered structure.<br />Make sure you evaluate the pricing structure to find the breakeven point for minimum monthly fee’s.<br />

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Agency Pricing – Example 2<br />Understanding Tiered Fee Structure… and determining the break even points<br />Some agencies negotiate a tiered fee structure. Make sure you get in writing how the agency calculates the fee’s based off of the tiered structure.<br />

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Agency or In-House Key Takeaways<br />Use an agency if you do not have anyone in house with online marketing expertise, or you do not want to spend $ and time training someone.<br />There are good agencies at all price levels<br />However, you usually give up 1:1 time account management w/lower prices<br />Identify and prioritize your needs first<br />Meet with 2-5 agencies that meet those needs<br />Choose based on functionality & price<br />If you are unsure about an agency ask for a 3 month trial period.<br />

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Testing Methodologies<br />Paid Search Marketing Track:<br />

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Testing Methodologies<br />A/B vs. Multivariate Testing<br />Planning<br />Getting Started<br />Monitoring & Reporting<br />What’s next?<br />

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Difference between A/B & Multivariate<br />A/B Testing: <br />Simply comparing one object against another<br />Multivariate Testing:<br />Testing multiple variables simultaneously<br />

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Difference between A/B & Multivariate<br />A/B Testing: <br />Simply comparing one object against another<br />Multivariate Testing:<br />Testing multiple variables simultaneously<br />

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A/B Tests<br />Best for:<br />Low to High volume traffic<br />Test the layout and design of a webpage<br />A/B & Multivariate Tests<br />Multivariate Tests<br />Best for:<br />High volume traffic (1,000+ clicks/page views per week)<br />More complex to implement<br />Layout and design stays the same, testing content<br />Change specific parts of the site (headlines, images, copy, logos, footers, etc)<br />

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6 Simple Steps for Planning<br />Choose your test page<br />Choose the conversion page<br />Choose the type of test (Multivariate or A/B)<br />Select & Create Content for Experiment Pages<br />Add tracking tags to Experiment Pages<br />Q/A your Experiment Page<br />GO!<br />

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What should you test?<br />Determine what is the goal of the page?<br />What end action do you want users to take?<br />Is your end action clearly represented on your page?<br />What sections of the page significantly impact a users ability to take that action?<br />

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What should you test?<br />Determine what is the goal of the page?<br />What end action do you want users to take?<br />Is your end action clearly represented on your page?<br />What sections of the page significantly impact a users ability to take that action?<br />

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What should you test?<br />Determine what is the goal of the page?<br />What end action do you want users to take?<br />Is your end action clearly represented on your page?<br />What sections of the page significantly impact a users ability to take that action?<br />

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Windows Landing Page Optimization Test<br />Case Study:<br />Created a custom Search Landing Page to drive users down one of three possible conversion paths: Purchase, Research, & Upgrade.<br />Control Layout<br />Goals:<br />Understand if the layout and design of page could be altered to send more traffic down the conversion funnel. <br />Increase on-page click-thru to 50%<br />

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Windows Landing Page Optimization Test<br />Case Study:<br />Control Layout<br />Experimental Layout:<br />New Layout showed 89% lift in on-page click-thru<br />Results:<br />

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Windows Landing Page Optimization Test<br />Next we tested if the location of the pictures influced on page click-thru:<br />Control Layout<br />Experimental Layout:<br />YES! Click-thru saw a 49% lift with new design<br />Results:<br />

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Measurement & Reporting<br />Don’t get lost in the numbers!<br />Know what you need to look at, ignore the rest<br />Build your own conversion funnel analysis to understand where you are losing people – and how to keep them on the path to conversion<br />Create a forecast for your campaigns<br />Defining quantitative goals in advance give you a measure for success.<br />Change and redefine your goals as your tests become more sophisticated<br />

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Testing Take-aways<br />Develop a testing schedule<br />Look at least 3 months out<br />Know what to look at, ignore the rest<br />The closer to conversion that you can improve the landing page, the more impact it will have on bottom line<br />Landing page tests are critical<br />Be sure your % breakdowns between the control & experiment pages provide a large enough sample size and confirm your results are statistically significant.<br />

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Huzzah! Search & Social Workshop<br />Thanks for Attending!<br />Any Final Questions?<br />Christi Olson<br />Huzzah & WOOT Trainer<br />Senior Search Manager, Microsoft<br />509.869.7545 | ChristiOlson@live.com<br />

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Appendix<br />

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A/B Ad Copy Tests<br />A<br />C<br />E<br />G<br />A. Choosing a Computer?<br />Choosing a Computer?<br />Titles<br />Get a PC designed for Work & Play<br />B. Get your Perfect PC<br />Have a good time, anytime, anywhere<br />Microsoft.com/Why-Choose-a-PC<br />C. Get a PC designed for Work & Play<br />Desc. Line 1<br />A<br />C<br />E<br />H<br />D. Computers for Work & Play<br />Choosing a Computer?<br />Get a PC designed for Work & Play<br />Have a good time, anytime, anywhere<br />E. Have a good time, anytime, anywhere<br />Desc. Line 2<br />Microsoft.com/PC-vs-Mac<br />F. PCs with Windows 7 do it all!<br />B<br />C<br />E<br />G<br />Get your Perfect PC<br />G. Microsoft.com/Why-Choose-a-PC<br />Get a PC designed for Work & Play<br />Display URL<br />Have a good time, anytime, anywhere<br />H. Microsoft.com/PC-vs-Mac<br />Microsoft.com/Why-Choose-a-PC<br />B<br />C<br />E<br />H<br />Get your Perfect PC<br />Get a PC designed for Work & Play<br />Have a good time, anytime, anywhere<br />Microsoft.com/PC-vs-Mac<br />

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A/B Ad Copy Tests<br />How many possible combinations can you be testing?<br />Title<br />Description Line 1<br />A<br />C<br />E<br />G<br />A<br />C<br />E<br />H<br />A<br />D<br />E<br />G<br />A<br />D<br />E<br />H<br />A<br />C<br />F<br />G<br />A<br />C<br />F<br />H<br />A<br />D<br />F<br />G<br />A<br />D<br />F<br />H<br />A<br />E<br />C<br />G<br />A<br />E<br />C<br />H<br />A<br />E<br />D<br />G<br />A<br />E<br />D<br />H<br />A<br />F<br />C<br />G<br />A<br />F<br />C<br />H<br />A<br />F<br />D<br />G<br />A<br />F<br />D<br />H<br />Description Line 2<br />8<br />2 4<br />A. Choosing a Computer?<br />Display URL<br />Titles<br />B. Get your Perfect PC<br />C. Get a PC designed for Work & Play<br />Desc. Line 1<br />D. Computers for Work & Play<br />E. Have a good time, anytime, anywhere<br />Desc. Line 2<br />B<br />D<br />F<br />G<br />B<br />C<br />E<br />G<br />B<br />C<br />E<br />H<br />B<br />D<br />E<br />G<br />B<br />D<br />E<br />H<br />B<br />C<br />F<br />G<br />B<br />C<br />F<br />H<br />B<br />D<br />F<br />H<br />B<br />E<br />C<br />G<br />B<br />E<br />C<br />H<br />B<br />E<br />D<br />G<br />B<br />E<br />D<br />H<br />B<br />F<br />C<br />G<br />B<br />C<br />E<br />H<br />B<br />F<br />D<br />G<br />B<br />F<br />D<br />H<br />F. PCs with Windows 7 do it all!<br />1 6<br />3 2<br />G. Microsoft.com/Why-Choose-a-PC<br />Display URL<br />H. Microsoft.com/PC-vs-Mac<br />If you add in Destination URL:<br /> 64 combinations<br />