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Ross Plotkin - Take a Walk on the Paid Side - KahenaCon Spring 2012
1. Take a Walk on the Paid Side
Insights in Paid Search &
Search Retargeting
2. Think Beyond Match Type Boundaries
• Paid Search Challenge:
How to (simply) capture the long tail on Google
AdWords?
3. +Modified +Broad +Match
• Google Wants to Use You with Expanded Broad Match. Don’t let them.
• MBM vs. Broad Match Example
• KW = ‘European Vacation Packages’
• KW = ‘+European Vacation +Packages’
• Obtains a hold on the long tail in a single move
• 25% of all searches are unique
• Push research to the negative side
4.
5. Can’t Measure It, Can’t Manage it.
Search Dilemma:
How to obtain keyword-level data when a
conversion objective is an inbound phone call?
6. Closing Call Feedback Loops
• Problem: Basic conversion objective for both SEM & SEO, inbound call
traffic, is not reported in analytics / paid search data (at a keyword level).
• Session Based Keyword-Level Call Tracking & Analytics gives:
• Keyword-level feedback loop to track and improve performance
• Measure and illustrate the quality of leads along with quantity
• Provide clients with turn key CRM and call recording capacity
Keyword-Level Call Tracking & Analytics for SEM & SEO
7. Device Targeting
Paid Search Insight:
What are the basic behavioral differences
behind device targeting classes?
(Desktop, Tablet, Mobile)
12. Retarget Based on Search Data
• Adjust bids based on:
• User search query
• Search ad clicked
• Timing of click
• Example:
• Search Query: ‘Atlanta Condo’ $1.50 CPM
• Search Query: ‘Atlanta Condo Real Estate Agent’ $10.00 CPM
13. That’s All Folks
• Sophisticated Paid Search
• Affordable, Keyword-Level Call Tracking
• Next Generation Retargeting
Ross Plotkin
Head of Paid Advertising, Kahena Digital
15. There’s a Good Reason & a Real
Reason.
Paid Search Insight:
Leveraging the Sitelinks Extension
16. Sitelinks Extensions
• The Good Reason: Additional relevant links that users can click on to arrive
to specific pages within a site.
• The Real Usage: Push away other ads and organic search engine results to
take up space and greatly increase CTR.
17. Venture Beyond the Googlesphere
Search Advancement:
Paid Search is dominated by Google. How to go
about working with other sources of paid search
traffic?
18. Working with Multiple Publishers
• Microsoft adCenter (Bing, Yahoo) standards are incrementally inching
closer to mirroring the AdWords API.
• Search Syndication Traffic from Secondary Networks is becoming more
transparent with the ability to provide network-level targeting. More
transparency about partners than Google*.
• Kahena builds, manages, optimizes and reports on across multiple
publishers simultaneously by tying in respective API’s.