In this presentation Nik will provide you with all the free tools you will need to easily and effectively set up your campaigns and share some of his advanced and best kept secrets to help your campaigns convert and give you the edge to stay several steps ahead of your competitors.

1. Advanced SEM Strategies
for Beginners
Nik Pasic | December 2013

2. Nik Pasic
Just a guy who loves online.

3. Before We Begin...

4. This presentation will be
available on
.

5. If you‟re not on it already, get on
.
@NikPasic on twitter

6. We will not cover the basics
but I will share resources.

7. When you start using
SEM campaigns, you will
initially be losing money!

8. Follow him, seriously.
https://twitter.com/oligardner/status/400098438454341633
http://unbounce.com/ppc/poor-message-match/

9. Conversion Rate Optimization
Covered in my next presentation

10. What is SEM?
Search Engine Marketing

11. Timber
Marble
Concrete
Steel
Glass
Brick
Plaster
Think of your website like a building
SEM
Analytics
Design
CRO
SEO
UX
eDM
Social

14. SEM is just a part of the picture

17. Mega-SERP: A Visual Guide to Google
By:
@dr_pete
Follow him.
Them too.
http://moz.com/blog/mega-serp-a-visual-guide-to-google
@moz

18. Ads
Search | Display Network | Remarketing | Product Listings Dynamic
Remarketing | Various Google Beta Products

19. By the awesome guys at
http://www.wordstream.com/articles/what-is-google-adwords
http://www.portent.com/blog/ppc/wordstream-infographic-how-an-adwords-auction-works.htm

23. Setting Up a Campaign
Tools You‟ll Need

24. A Step by Step AdWords Guide by Google
Teaches you to:
› Organize your account
› Pick the right keywords
› Write targeted ads
› Put it all together
http://static.googleusercontent.com/media/www.google.com/en//adwords/pdf/step_by_step.pdf

25. Google AdWords Certification Program
› Study Through Chapters
› Sit Exams (Optional)
› Up To Date (Renews)
› Multi-Platform Applicable
https://adwords.google.com/professionals/

26. The Beginner‟s Guide To Setting Up An
AdWords Account by PPC Hero
Similar to AdWords Step by
Step
Guide by Google, but more
in-depth and with additional tips.
http://www.ppchero.com/the-beginners-guide-to-setting-up-an-adwords-account/

27. Follow:
› @PPCHero
› @WordStream
› @AlanMitchell
› @CalculateMktg
› @ThePPCBlog
› @KateMorris
› @NikPasic

28. Secrets to SEM Success
What It‟s Really All About

29. Always Remember...

30. A business which makes
no money is just a hobby.

31. Conversion Funnel

32. What Should I Care About?
1.
2.
3.
4.
5.
6.
7.
ROI/CLV
Business critical
Sales/Lead Value
Number of Sales/Leads
Strong success indicators
Unique Visitors
Visits, Page Views, Time on Site (not bounce rate)
Clicks, CTR, CPC
Better than burning money
Cost
9001. Impressions
9002. Impression Share
Fall back metrics when
all else fails a.k.a. a
failed campaign

33. SEM is about making
money

34. Creating a Campaign
Making Your Life Easier

35. Budget and Timeline
› Define start and end dates for all campaigns
› Define a Daily, Monthly and Annual budget.
› In that order!
› Set Up Daily and monthly budget limits

36. Pro Tip:
For multiple accounts
set up a Client Centre.

37. Stay In Control
›Track your performance and spend in excel*
› Daily and monthly for internal purposes
› Report on quarters - weekly is misleading
› Set up daily and monthly budget limits
› Accelerated Delivery Method + Budget Limits

38. Pro Tip:
Have „Ongoing‟ campaigns
which you can use as a
consistent benchmark.
› Ongoing Search – AU [D]
› Ongoing DN – AU [D/M]
› 2013 Search – US Cyber Monday [D/M]
› 2013 Remarketing – EU Christmas [M]

39. Define Your Keywords Audience
› Do not blanket scrape. Seriously. Stop it!
› Many “experts” claim this to be the most efficient method but it is
simply not effective. It is the SEM equivalent of automated link building
and content farming.
› Think like your ideal customer would
› Keyword Research Tools suit SERPs, not users
›These tools are useful once you‟ve run out of ideas
› Do not split off mobile unless your site is mobile-ready
›Target by Audience, Placement and Location as well

40. Pro Tip:
Accelerated Delivery
Method + Budget Limits =
You‟re In Control

41. Creating The Creative
›Custom build initial KWs, creative and CTA
› Use an excel template*
› Reverse engineer your campaign page by
page
› Always A/B test your ads: Use 2-4 at least
› Beware of using business lingo for B2C.
› Test run Display and Search side by side
›Use Remarketing and Shopping if applicable

42. Pro Tip:
A/B test everything!
SEM, eDMs, landing
pages, life.

43. Target Efficiently
› User your brand terms as much as possible
› Use single-keyword brand/key Ad Groups - Ultimate targeting!
› Use a combination of [exact match], “phrase match”, +broad
+match +modifier, broad match and –negative keywords
› Use a -negative match of your brand in all your non-brand
categories as your campaigns can compete with one another
https://support.google.com/adwords/answer/2497836?hl=en

44. Pro Tip:
Do not fear mistakes.
They are our best learning
tool. SEM is a long term
money-making game.

45. Tracking
› Link your AdWords with Google Analytics
› Set up Goals and ensure revenue is tracking
› Use tracking codes in every URL
https://support.google.com/analytics/answer/1033867?hl=en

46. Pro Tip:
Review and use the data
otherwise don‟t even
bother with tracking.

47. Useful SEM Tools
› AdWords and GA segmentation and filtering
› AdWords/Bing/Facebook Editor
› AdWords Opportunities Tab - Do this manually
› AdWords Tools and Analysis Tab

48. Pro Tip:
CTAs can make or break
your campaign. Use
timeliness and expiration
dates to your advantage!

49. Useful Excel Features*
› Pivot Tables
› VLookup
› Concatenate
› Length
› First and Last

50. Pro Tip:
Glance over each of your
campaigns each
morning, even if you don‟t
need to change a thing.

51. Competitive Intelligence
Don’t do it. Seriously. Keeping up with the
competition is a time-sink for any small to medium
sized business and is extremely overrated.
Unless you're the true market leader and are
absolutely capped in terms of your audience reach
you should be focusing on your own audience.

52. Pro Tip:
More than
anything, stay curious!

53. Thank You
Any Questions?