Paid Search Marketing 101

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Paid Search: The Main Players

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Paid Search: Google

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Paid Search: Yahoo

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Paid Search: MSN

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Paid Search: Contextual Advertising

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Paid Search & Branding

Place well for “tough to rank” keywords

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Paid Search Terminology

Impressions The number of times a pay-per-click ad is seen by a user. A user searches for one of your keywords, and Google counts the number of times your ad is shown.

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Paid Search Terminology

Clicks The number of times a user clicks on your pay-per-click ad and is then directed to your site.

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Paid Search Terminology

CTR (Click Through Rate) A percentage: the number of impressions divided by the number of clicks.

CPC (Cost per Click) How much you are charged when a user clicks on the ad.

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Cost per Click

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3 Max CPC = $3.00Charge = $2.01

Max CPC = $2.00Charge = $2.00

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Paid Search Terminology

Conversion When a user searches for a keyword, clicks on the client’s ad, goes to the client’s landing page, likes what he sees, and performs an action that we have defined as a success event. Conversions are tracked by placing code from Google or Yahoo on the “thank you page,” the page that users are directed to after they convert.

Thank You Pagewith Conversion Code

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Paid Search Terminology

Conversion Rate A percentage: the number of clicks divided by the number of conversions.

Cost/Conversion The total cost of a campaign divided by the number of conversions.

Thank You Pagewith Conversion Code

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Campaign Organization

• Group like keywords into ad groups by subject

• Ad groups are organized into campaigns

• Campaigns can be organized around geotargeting, product area… whatever works best for you

KeywordsRed shoesRed tennis shoesRed NikesRed AdidasRed hiking shoesRed running shoes

Ad GroupsBlue ShoesGreen ShoesRed ShoesWhite ShoesBlack ShoesSilver Shoes

CampaignsBootsSocksShoes} }

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Ad Copy

• Write clear, non-gimmicky copy

• Include your keywords

• Use calls to action

• Test, test, test

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Landing Pages

• Where are your users in the conversion cycle?

• Get them close to your success event

• Give them what they want

• Test here: A/B, Multivariate…

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Landing Pages: A/B Testing

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Landing Pages: Multivariate Testing

Test 4 testimonials

Test 4 body copyversions

Test 4 headlines

Test 4 images

This would yield 256 possible combinations. MVT lets you test all of these variables at once, instead of individually, shortening the testing time and providing more accurate user-driven data.

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Geotargeting

• Countries

• States, Regions, Metropolitan areas

• City/DMA

• Custom areas

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Ad Scheduling

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Elizabeth HornPaid Search Manager

HMG Search Marketing428 Fore Street, Suite 200

Portland, Maine 04101207.774.9040

beth@hmgsearch.com www.hmgsearch.com

Contact Information