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1

Compare and ContrastAd Program Strategies

Kevin Lee Executive Chairman, Did-it.com

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2

Match Type Review

Match Types and their meanings:

1) Broad (default in Google & adCenter)

2) Phrase “quotes”

3) Exact [brackets]

4) Negative -

5) Advanced (Yahoo’s combination of phrase and broad)

6) Extended Broad Match and MatchDriver (synonyms and misspellings)

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3

Singles and Plurals

Google and Microsoft prefer that you add the plurals to the campaign separately. Yahoo uses MatchDriver.

Google may use extended broad match on a plural or other stemming issue:

1) ing

2) ed

3) other suffixes

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4

The Smart Way to Buy Clicks

Pick the clicks you want:

1) Use match types to distinguish searcher intent

2) Use match type to maximize quality score

3) Mix match types to gain breadth of SERP coverage

4) Track everything

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5

Network Mix

Don’t forget, you can also control network mix, and CPC:

Clicks from different segments of an engine’s network may need different bids. Leverage Google’s “FastTrack” to track contextual. Bid Separately.

Yahoo’s Panama has URL tracking.

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Issues to Consider

Campaign Management more than keywords. Control campaigns within the engine interfaces or via API control (directly or through third parties). Very important for “Power Keywords”:

1) Plurals

2) Daypart

3) Network Coverage (contextual, etc)

4) Demographic Control (MSFT/adCenter)

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7

Microsoft adCenter

Notice selection options:

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Microsoft adCenter

Notice selection options:

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Yahoo Panama

Notice selection options at campaign level:

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Yahoo Panama, making edits

Notice selection options at campaign level:

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11

Google AdWords, BidBoosting +Dayparting

Notice advanced options at campaign level:

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Dayparting Conversion Behaviors:Major differences in conversion.

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13

There are Several “Tails”Because of segmentation there are

hundreds or potentially thousands of ways if “mining the tail.” However, the tail is useless unless it delivers BOTH.

Scale AND Efficiency

Achieving both scale and efficiency takes a good bid-strategy plus the right campaign strategy and structure.

AdGroup structure is critical (quality score).

Don’t chase the wrong tail!!

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Conversion Currency

Your ability to afford a click is based on your ability to improve success metrics (typically conversion).

Where you send the click is at least as important as how you buy the click.

The second part of the PPC ad is the landing page?

Do segments expect different experiences?

Should you be personalizing?

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Benchmarks - SEMPO Annual Survey

Want to get a first look at the SEMPO annual State of Search Engine Marketing Survey results?

Take the survey.

www.sempo.org