Ben Kirshner, CEO of Coffeeforless.com, presented 35 paid search optimization techniques. Some key techniques included segmenting campaigns for different devices and keyword types, using negative keywords, analyzing performance by day/time/location, and testing new ad extensions and features. The full presentation covered optimization of ad copy, remarketing, and the Google Display Network to improve campaign performance.

1. 35 PAID&SEARCH
OPTIMIZATION(TECHNIQUES
PRESENTED(BY(
BEN&KIRSHNER
CEO(OF(COFFEEFORLESS.COM
®

2. ®
ABOUT Owns&Coffeeforless.com
Ranked(on(inc(5000(list(in(2006,
BEN
2007,(2008,(2009,(2010(and(2011
Internet&Retailer&top&500
2008,(2009,(2010(&(2011
Adjunct&instructor&at&NYU
teaching(courses(on(SEM(and(SEO

3. ® 35 OPTIMIZATION&
TECHNIQUES
SEGMENT,(SEGMENT,(SEGMENT!
01 Don’t(target(desktops,(mobile(devices,(&(tablets(in(the(same(campaign(–&
SEPARATE&THEM!
X All&available&devices
Let&me&choose...

4. ® 35 OPTIMIZATION&
TECHNIQUES
SEGMENT,(SEGMENT,(SEGMENT!
02 CREATE&SEPARATE&CAMPAIGNS&FOR&BROAD&&&EXACT&MATCH&KEYWORDS&–&(
OWen(Xmes,(you(will(find(exact(match(keywords(perform(be^er,(so(you(want(
to(have(the(opXon(to(limit(the(money(spent(on(broad(match(keywords(and
allocate(as(much(as(possible(to(exact(match.
BUDGET COST&/&CONV.&(many`per`click)
$19,845.00/day $29.11
T`SHIRTS(:(EXACT&MATCH $400.00/day $2.43
SWEATSHIRTS(:(EXACT&MATCH $400.00/day $1.88
T`SHIRTS(:(BROAD&MATCH $20.00/day $37.69
SWEATSHIRTS(:(BROAD&MATCH $20.00/day $27.73

5. ® 35 OPTIMIZATION&
TECHNIQUES
SEGMENT,(SEGMENT,(SEGMENT!
03 USE&GOOGLE&ADWORDS&SEGMENTING&TOOL
to(analyze(performance(of(Google(Search(vs.(Search(Partners.
Segment

6. ® 35 OPTIMIZATION&
TECHNIQUES
SEGMENT,(SEGMENT,(SEGMENT!
04 If(opted(into(the(Google(Display(Network,
MAKE&SURE&IT&IS&ALSO&IN&IT’S&OWN&CAMPAIGN&
AS&PERFORMANCE&WILL&VARY&FROM&SEARCH!
CAMPAIGN BUDGET COST&PER&CONVERSION
T`SHIRTS(:(SEARCH $100.00 $5.00
T`SHIRTS(:(DISPLAY $50.00 $15.00

7. ® 35 OPTIMIZATION&
TECHNIQUES
USE(THE(DIMENSIONS&TAB
05 CONDUCT&DAY&OF&WEEK&ANALYSIS.
You(might(find(that(your(ads(perform(be^er(during(certain(days(&(Xmes,(so(
you(will(want(to(be(more(aggressive(during(those(Xmes.(Conversely,(you(may(
idenXfy(Xmes(in(which(your(ads(do(not(perform(well(at(all,(and(may(want(to(
consider(turning(them(off(during(those(Xmes!
Sunday $31.72
Saturday $31.65

8. ® 35 OPTIMIZATION&
TECHNIQUES
USE(THE(DIMENSIONS&TAB
06 CONDUCT&
TIME&OF&DAY&ANALYSIS.
0 $69.11
1 $81.15
2 $59.10
3 $60.34
4 $46.68
5 $49.27
6 $45.43
7 $43.34
8 $46.02

9. ® 35 OPTIMIZATION&
TECHNIQUES
USE(THE(DIMENSIONS&TAB
07 DO&GEOGRAPHIC&
LOCATION&ANALYSIS

10. ® 35 OPTIMIZATION&
TECHNIQUES
RUN(SEARCH&QUERY&REPORTS
08 FIND/ADD&BROAD&MATCH
NEGATIVE(KEYWORDS
dKeyword
09 FIND/ADD&EXACT&MATCH
NEGATIVE(KEYWORDS
—[Keyword]
10 FIND/ADD&PHRASE&MATCH
NEGATIVE(KEYWORDS
d”Keyword”

11. ® 35 OPTIMIZATION&
TECHNIQUES
RUN(SEARCH&QUERY&REPORTS
11 LOOK&FOR&WAYS&TO&EXPAND&KEYWORDS&
WITHIN&EXISTING&AD&GROUPS.
12 LOOK&FOR&NEW&AD&
GROUP&THEMES&&&IDEAS. NEW&AD&GROUP
TdSHIRTS LONG&SLEEVE&TdSHIRTS
T`shirts Long&sleeve(T`shirts
Buy(T`shirts Long&sleeved&T`shirts
White(T`shirts T`shirts(longdsleeve
Order(T`shirts White&long&sleeve&shirt
NEW&KEYWORDS Discount(T`shirts Long&sleeve&shirt
Plain(T`shirts

12. ® 35 OPTIMIZATION&
TECHNIQUES
UTILIZE(AD&EXTENSIONS!
13 IMPLEMENT&
CALL&EXTENSIONS
14 IMPLEMENT(
SITELINKS
15 ADD(
PRODUCT&EXTENSIONS
16 ADD(
LOCATION&EXTENSIONS
17
NEW
ADD(
SOCIAL&EXTENSIONS

13. ® 35 OPTIMIZATION&
TECHNIQUES
TEST&NEW&FEATURES,&TOOLS,
&&USE&OUTSIDEdTHEdBOX&STRATEGIES
18 TEST&BROAD&MATCH&MODIFIER&FOR&
BRANDED&CAMPAIGNS
19 TRY&BIDDING&ON&COMPETITOR&BRAND&NAMES&AS&KEYWORDS.&
(SEPARATE(CAMPAIGN)
20 UTILIZE&GOOGLE&ADWORDS&EDITOR&FOR&BULK&CHANGES,&
OPTIMIZATIONS,&AND&NEW&CAMPAIGN&LAUNCHES.
21 ADD&TYPOS&OF&MAIN,&HIGHdTRAFFIC&TERMS&USING&A&TYPO&TOOL:
h^p://tools.seobook.com/spelling/keywords`typos.cgi

14. ® 35 OPTIMIZATION&
TECHNIQUES
IMPROVE&REMARKETING&EFFORTS
22 CREATE&AUDIENCE&OF&SITE&VISITORS&THAT&HAVE&
ALREADY&CONVERTED,&AND&EXCLUDE&THEM&FROM&
YOUR&REMARKETING&AUDIENCE
23 SET&IMPRESSION&CAP&TO&AVOID&
OVERSATURATING&PROSPECTS
24 FURTHER&SEGMENT&
EXISTING&AUDIENCES

15. ® 35 OPTIMIZATION&
TECHNIQUES
ENHANCE(AD&COPY
25 A|B&TEST&AD&
COPY
26 INCLUDE&KEYWORD&
IN&DISPLAY&URL
27 ENSURE&ALL&ADS&ARE&USING&
CALLdTOdACTION&PHRASES
28 USE&TRADEMARK&SYMBOLS& ®&™&
TO&ESTABLISH&CREDIBILITY&ON&BRANDED&TERMS

16. ® 35 OPTIMIZATION&
TECHNIQUES
ENHANCE(AD&COPY
29 CAPITALIZE&THE&FIRST&LETTER&
OF&EACH&WORD
30 USE&EXCLAMATION&
POINTS!
31 CREATE&CUSTOM&LANDING&PAGES&
FOR&HIGHdTRAFFIC&TERMS
32 ADVERTISE&PRICE&
IN&AD&TEXT

17. ® 35 OPTIMIZATION&
TECHNIQUES
OPTIMIZE(GOOGLE&DISPLAY&NETWORK
33 RUN&PLACEMENT&PERFORMANCE&REPORTS(TO(IDENTIFY(AND(
EXCLUDE(YOUR(ADS(FROM(SHOWING(ON(POOR`PERFORMING(
AND(IRRELEVANT(SITES(IN(THE(GDN.
34 ADD&NEGATIVE&KEYWORDS(TO(DISPLAY(CAMPAIGNS(IF(YOU(
NOTICE(GOOGLE(SHOWING(YOUR(ADS(ON(GROUPS(OF(
IRRELEVANT(SITES(WITH(THE(SAME(THEME
35 AD&GROUPS&SHOULD&BE&GRANULAR&AND&CONTAIN&NO&
MORE&THAN&6&–&8&KEYWORDS&EACH

18. ® 35 OPTIMIZATION&
TECHNIQUES
ALL&35&OPTIMIZATION&TECHNIQUES
01&Don’t(target(desktops,(mobile(devices,(&( 12(Look(for(new(ad(group(themes(&(ideas. 25(A|B(test(ad(copy.
tablets(in(the(same(campaign(–(separate( 13(Implement(Site(Links. 26(Include(keyword(in(Display(URL.
them!
14(Implement(Call(Extensions. 27(Ensure(all(ads(are(using(call`to`acXon(
02&Create(separate(campaigns(for(broad(&( phrases.
exact(match(keywords.(OWen(Xmes,(you(will( 15(Add(Product(Extensions.
find(exact(match(keywords(perform(be^er,( 16(Add(LocaXon(Extensions. 28(Use(trademark(symbols(®(™(to(establish(
so(you(want(to(have(the(opXon(to(limit(the( credibility(on(branded(terms.
17(NEW&–(Add(Social(Extensions.
money(spent(on(broad(match(keywords(and( 29(Capitalize(The(First(Le^er(Of(Each(Word.
allocate(as(much(as(possible(to(exact(match. 18(Test(Broad(Match(Modifier(for(branded(
campaigns. 30(Use(exclamaXon(points!
03&Use(Google(AdWords(segmenXng(tool(to(
19(Try(bidding(on(compeXtor(brand(names(as( 31(Create(custom(landing(pages(for(high`
analyze(performance(of(Google(Search(vs.(
keywords.((Separate(campaign). traffic(terms.
Search(Partners.
20(UXlize(Google(AdWords(Editor(for(bulk( 32(Run(Placement(Performance(Reports(to(
04(If(opted(into(the(Google(Display(Network,(
changes,(opXmizaXons,(and(new(campaign( idenXfy(and(exclude(your(ads(from(
make(sure(it(is(also(in(it’s(own(campaign(as(
launches. showing(on(poor`performing(and(
performance(will(vary(from(search! irrelevant(sites(in(the(GDN.
05(Conduct(Day(of(Week(Analysis. 21(Add(typos(of(main,(high`traffic(terms(using(a(
typo(tool:(h^p://tools.seobook.com/spelling/ 33(AdverXse(price(in(ad(text.
06(Conduct(Time(of(Day(Analysis. keywords`typos.cgi 34(Add(negaXve(keywords(to(display(
07(Conduct(Geographic(Analysis. campaigns(if(you(noXce(Google(showing(
22(Create(audience(of(site(visitors(that(have(
08&Find/Add(broad(match(negaXve(keywords. already(converted,(and(exclude(them(from( your(ads(on(groups(of(irrelevant(sites(
your(remarkeXng(audience. with(the(same(theme..
09(Find/Add(exact(match(negaXve(keywords.
23(Set(Impression(Cap(to(avoid(oversaturaXng( 35(Ad(groups(should(be(granular(and(contain(
10(Find/Add(phrase(match(negaXve(keywords. no(more(than(6(–(8(keywords(each.
prospects.
11(Look(for(ways(to(expand(keywords(within(
exisXng(ad(groups. 24(Further(segment(exisXng(audiences.

19. THANK&YOU
ben@coffeeforless.com
®