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Ses 2010 Hk Presentation V1
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Transcript of Ses 2010 Hk Presentation V1
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Advanced Paid Search Tactics
By Benjamin WongInspire Synergy Limited
Co-founder14 Sep 2010 14:00 HKT
SES HK Session 2
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Good Start is Half Done
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Ad Planning Guide
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Ad Group and Keywords
❖ Make sure ad groups are targeted and relevant to the keywords.
- better management of keywords
- Track the performance based on ad group
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Ad Group Planning Guide
❖ Customers
❖ Competitors
❖ Channels
❖ Complementers
CustomersCustomers CompetitorsCompetitors
ChannelsChannels ComplementeComplementersrs
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Ad Text Planning Guide
❖ Strong call to action
❖ Promotions
❖ “Official site”
❖ Pricing
❖ Benefits
❖ Emotional connection
❖ Ask questions
•Time sensitivity
•Awards/recognition
•Buying cycle
•Branded terms
•Dynamic keyword insertion
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Ads Text
❖ Every Ad Channel allows for multiple ads per ad group
- try to go “all in”
- try two ads per direction per ad group. i.e. 20 ads per group
❖ Then, after a few weeks, you will see which directions are performing best and you can use that insight to build more ads of that type.
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Long Tail Keywords
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Make use of Long Tails Keywords
❖ You have the top performers and 'Hero' campaigns.
❖ How about discover new opportunities?
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Keyword match type
Match TypeMatch Type KeywordKeyword Possible valid Possible valid search querysearch query
Board Match Adidas Shoes Nike slipper
Phrase Match “Adidas Shoes”Adidas Shoes for basketball
Exact Match [Adidas Shoes] Adidas Shoes
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Negatives Keywords
❖ Identify negative keywords and new keywords to bid on
❖ Make “adding negatives” a regular part of your weekly routine
❖ Restrict ads from showing if you have more specific ads that you’d rather show.
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A Profitable Long Tail
Broad + NegativeBroad + Negative
PhasePhase
ExactExact
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Connect Offline to Paid Search
❖ Suggest a Keyword in the event
❖ Real-live Demo :
❖ A Campaign to download this slide:
- Yahoo/Google Search Query : SES 2010 benjamin < your comment of my speech>
- I can get comments from the keyword report in search query report :D
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“The best way to have a good idea is to have lots of ideas.”
Dr. Linus Pauling quotes (American theoretical chemist and biologist 1901-1994)
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Knowledge recall
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Exacts Keywords
❖ Search query = 50 inch flat screen TV
❖ Keyword = flat screen
❖ Keyword match type = broad
❖ Conversion = $4,700 sale
❖ New keyword = 50 inch flat screen TV
❖ New keyword match type = exact
❖ Advantages = Know it works, cheaper CPC, more targeted
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Negatives Example
❖ Search query = flat screen computer monitor
❖ Keyword = flat screen
❖ Keyword match type = broad
❖ Conversion = $0
❖ Negative keyword = computer and monitor
❖ Advantages = target right audience, don’t waste ad dollars